A national TV ad campaign is really moving the needle for Florida field-grown tomatoes, which have been garnering market share over rival varieties. According to Samantha Winters, director of
education and marketing for the Florida Tomato Committee, movement percentages for competing tomatoes are down by double-digits, while the Sunshine State's field-grown product rose 2.5 percent during
the time period when the committee's ads would have had the most effect. "We took our message to the consumer that Florida tomatoes are flavorful, healthy and available," Winters says. "The outcome of
our national campaign was that people talked and created a lot of buzz, enthusiasm and excitement, including heavy hitters such as
The Wall Street Journal. Things don't really get bigger than
this." This year's campaign ran during the first two weeks of January, March and May on cable television channels similar to those used last year, such as the Food Network, Discovery Health Network,
HGTV and the DIY Network.
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