Florida’s agriculture promotion machine is promoting the state’s winter strawberries at an Ireland supermarket chain.

During December, the Florida Department of Agriculture and Consumer Services, Tallahassee, has partnered with the Dublin, Ireland-based SuperQuinn chain to promote the state’s strawberries, which began shipments in late November and early December.

Florida promotes state’s strawberries in Ireland

Volume builds through December until hitting peak shipments in January and February.

Agency marketing representatives visited with SuperQuinn’s produce buyers in August to develop the retail promotion.

The department worked with central Florida strawberry growers and produce handlers that have the capabilities to provide shipments to the retailer, according to a department news release.

To help connect the Florida suppliers with SuperQuinn, the marketing representatives coordinated freight forwarders that can ship from Tampa, Fla., and Orlando, Fla., directly to Dublin.

Having the earliest harvesting of U.S. strawberries makes the berries a highly prized and delicious treat to help brighten cold, wintery days, according to the release.  

"We're pleased to partner with SuperQuinn for this exciting marketing promotion," Florida Agriculture Commissioner Charles Bronson said in the release. "This partnership will enable shoppers throughout Ireland to enjoy delicious fresh Florida strawberries during the holidays."

The Ireland promotion is part of Florida’s “Fresh from Florida” marketing campaign that promotes the state’s fresh fruits and vegetables throughout North America and internationally.

The world’s winter strawberry producing capital, Florida strawberries are grown primarily in the Plant City, Fla., area just east of Tampa.