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Florida Tomato Growers Kick off Season with Culinary Art Contest
This fall, the Florida tomato growers will conduct a 15 market tomato art contest and tour to kick off the 2008 season and reintroduce America's most popular tomato, the Florida field-grown tomato, to consumers throughout the Eastern United States. The Florida Tomato Culinary Art Tour will bring a tomato art exhibit and mini tomato festival to major food retailers and food service operators to showcase the beauty, exquisite taste and nutritional benefits of Florida grown tomatoes. Local celebrity chefs and art contest winners will be in each market as well doing what they do best -- cooking with and painting tomatoes.
The Florida Tomato Committeeis launching its Florida Tomato Culinary Art Tour in an effort to restore consumer confidence in tomatoes after the Salmonella scare over the summer where tomatoes were initially suspect, but then FDA lab tests later confirmed other sources. As part of the tour, consumers will be educated about measures Florida tomato growers have instituted to ensure the safety of Florida field-grown tomatoes, including new packing and sanitation practices.
The Tour will also allow the Florida tomato growers to directly reach and get involved with consumers in key markets via sampling, exhibitions and local publicity.
In addition to the Tour, the Committee has launched an aggressive 15 media market campaign plan incorporating public relations and radio and print advertising. The print advertising effort includes half-page advertisements in Parade Magazine -- which will be distributed to 62 newspapers throughout the Eastern United States -- with messaging that supports Florida tomato growers long-standing commitment and dedication to providing generations of families' tables with quality, flavorful tomatoes grown in the rich, fertile soils of Florida. Florida tomato growers will also provide partnering grocery retailers with free 20-second tags on radio spots in each market -- 770 radio spots delivering 6.2 million listeners. Along the tour, print and broadcast media in each market will be visited with tomato cooking ideas, information and interviews with growers and packers, as well as ... tomatoes, of course.
Target media markets include: Portland (ME), Boston, Albany, New York, Philadelphia, Baltimore, Richmond, Raleigh, Charlotte, Greenville, Atlanta, Jacksonville, Orlando, Tampa, and Miami.
For the art contest, a panel of influencers will select 15 winners, each from different cities. Each winner will receive $1,000 and qualify to win a Grand Prize of $2,000. The winning art will be auctioned to benefit the Produce for Better Health Foundation.
This fall, the Florida tomato growers will conduct a 15 market tomato art contest and tour to kick off the 2008 season and reintroduce America's most popular tomato, the Florida field-grown tomato, to consumers throughout the Eastern United States. The Florida Tomato Culinary Art Tour will bring a tomato art exhibit and mini tomato festival to major food retailers and food service operators to showcase the beauty, exquisite taste and nutritional benefits of Florida grown tomatoes. Local celebrity chefs and art contest winners will be in each market as well doing what they do best -- cooking with and painting tomatoes.
The Florida Tomato Committeeis launching its Florida Tomato Culinary Art Tour in an effort to restore consumer confidence in tomatoes after the Salmonella scare over the summer where tomatoes were initially suspect, but then FDA lab tests later confirmed other sources. As part of the tour, consumers will be educated about measures Florida tomato growers have instituted to ensure the safety of Florida field-grown tomatoes, including new packing and sanitation practices.
The Tour will also allow the Florida tomato growers to directly reach and get involved with consumers in key markets via sampling, exhibitions and local publicity.
In addition to the Tour, the Committee has launched an aggressive 15 media market campaign plan incorporating public relations and radio and print advertising. The print advertising effort includes half-page advertisements in Parade Magazine -- which will be distributed to 62 newspapers throughout the Eastern United States -- with messaging that supports Florida tomato growers long-standing commitment and dedication to providing generations of families' tables with quality, flavorful tomatoes grown in the rich, fertile soils of Florida. Florida tomato growers will also provide partnering grocery retailers with free 20-second tags on radio spots in each market -- 770 radio spots delivering 6.2 million listeners. Along the tour, print and broadcast media in each market will be visited with tomato cooking ideas, information and interviews with growers and packers, as well as ... tomatoes, of course.
Target media markets include: Portland (ME), Boston, Albany, New York, Philadelphia, Baltimore, Richmond, Raleigh, Charlotte, Greenville, Atlanta, Jacksonville, Orlando, Tampa, and Miami.
For the art contest, a panel of influencers will select 15 winners, each from different cities. Each winner will receive $1,000 and qualify to win a Grand Prize of $2,000. The winning art will be auctioned to benefit the Produce for Better Health Foundation.
Publication date: 9/8/2008
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