Florida grapefruit growers will again receive a boost from a promotion at a large London food retailer.

Florida grapefruit to be promoted by London retailer

The state’s pink grapefruit is scheduled to be featured in promotions at 220 Waitrose stores in and around London through January and February, according to a release from the Florida Department of Agriculture and Consumer Services, which has had a marketing relationship with Waitrose several years.

“We are very happy to again partner with Waitrose so that shoppers can enjoy Florida’s world-famous pink grapefruit,” Florida agriculture commissioner Charles Bronson said in the release. “In addition to helping brighten the winter for many Londoners, the increased sales generated by this retail marketing campaign will be good news for Florida’s growers.”

Waitrose is ensuring that this marketing campaign stretches a bit longer than previous Florida grapefruit promotions. The deal originally was planned to just last through January, with the FDACS providing the marketing and advertising funds. This time, however, Waitrose plans to extend the promotion by a month, absorbing all costs for the second month.

The promotion includes in-store product signs produced by the FDACS touting the theme, “Taste the warmth of Florida sunshine,” recipe cards, and half-page ads in Waitrose Magazine.

Over the years, promotions with Waitrose have generated an additional $6 million in farm gate receipts for Florida growers, according to the release. Since 2000, the department’s division of marketing and development has partnered with grocery chains around the globe as part of its “Fresh from Florida” campaign.

The program has grown from two grocery chains and 298 stores to 40 chains and more than 10,000 stores, according to the release.