The Florida Department of Citrus has enlisted the services of Edelman’s Edible Inc food and beverage specialist agency in a contract worth up to $8 million to boost citrus sales.
The two-year contract covers maketing communications services including brand management, advertising, earned media, issues management, and measurement, Florida Citrus said.
The department was looking for an agency partner to maximise consumer demand for the state’s citrus products and to "ensure the sustainability and economic well-being of the Florida citrus grower, the citrus industry, and the state of Florida."
Longtime agency partner Golin is primarily focused on grapefruit in the US, Europe, and Canada, where its work also covers orange juice, said David Steele, director of PR at the Florida Citrus Department.
Edible’s team on the account is primarily based in Atlanta and Orlando, with support from other personnel in Washington, DC, and Chicago, said Kathy Krenger, general manager of Edible. "We are opportunities how we can help solve problems and expand the positive message."
