Florida Citrus reviews global seven-figure account

BARTOW, FL: The Florida Department of Citrus issued an RFP last month to find an agency to oversee its international PR program, aimed at expanding the reach of the state's citrus products.

BARTOW, FL: The Florida Department of Citrus issued an RFP last month to find an agency to oversee its international PR program, aimed at expanding the reach of the state's citrus products.

The budget is anticipated to be $2.5 million per year, according to the RFP. GolinHarris has worked with the state Citrus Department for more than 17 years.

Agencies pitching for the account must have offices or affiliates in at least the US, Canada, France, the UK, Belgium, the Netherlands, and Sweden, according to RFP documents.

Interested firms must also have expertise in consumer packaged goods, a strong sense of teamwork, and the ability to coordinate programs and crisis management plans in other countries.

Services that will be required from the selected agency include strategic planning, consumer and market research, positioning and message development, consumer marketing, media relations, public affairs and issues management, and community relations.

The Florida state department is focused on maximizing “consumer demand for Florida citrus products to ensure the sustainability and economic well-being of the Florida citrus grower, the citrus industry, and the State of Florida,” according to the RFP documents.

In addition to domestic efforts, the department is responsible for foreign programs that involve industry regulation, scientific market and economic research, advertising, marketing, PR, and consumer promotions, according to the RFP.

Mike Yetter, international marketing director at the Florida Department of Citrus, said via email that it expects to make a decision on the account early next month.

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