Queens (Crowns) & Characters—Using State Partners in Programs

There is a need to build alliances with state and national organizations with extension programs. Farmer’s Market events are great opportunities to strengthen these partnerships. UF/IFAS Extension is committed to promoting Florida commodities, marketing ideas and resources from our State partners. UF/IFAS Extension along with Volusia County Farm Bureau joined forces to create four seasonal celebrative events in Volusia County that aimed at directing consumers to identify state ambassadors that promote Florida commodities. The success of these events was a measure of media coverage and cooperation from our partners on Volusia County Citrus Day, Volusia County Watermelon Day and Strawberry Celebration. Additionally, it was to highlight the state Mascots ‘Jammer’, ‘Captain Citrus’, ‘J-Slice’ and both the Florida and National Watermelon Queens. These mascots and spokespeople promote national and Florida fruits including strawberries, watermelons and citrus. Agents worked with media publishing articles in local magazines and newspapers, web sites, newsletters along with television and radio interviews and air time coverage. As a result of these events, stakeholders remained committed to another year in partnership. Under current budgeting cuts, state associations benefited by the educational opportunity and media exposure. As a direct result of these events, the stakeholders, Florida Strawberry Growers Association (FSGA), Florida Citrus Association, Florida Watermelon Association, and the National Watermelon Association all remain committed to another year of participation.  Additionally, new state and regional partners Florida Farm Bureau, the Florida Strawberry Festival have offered to collaborate as future partners for continued success.