By Greg Hazley
The California commission that represents more than 200 cut flower growers in the Golden State is reviewing its PR and promotion account covering the next three years as it looks to bolster market share amid entrenched competition from South America.
The 20-year-old California Cut Flower Commission issued an RFP on Sept. 21 for an agency to work alongside commission staff to produce and implement a PR plan for the 2011-13 marketing years. It is taking proposals through Oct. 20.
Fleishman-Hillard has worked with the group over the last few years.
The commission notes that 80% of cut flowers sold in the U.S. are imported from South America. California produces 15 of the remaining 20% but the industry has research that shows most people would buy domestic if they knew where their cut flowers were coming from, so market share is a key goal of its future PR efforts. A 2008 study gauged the economic impact of the cut flower business at $10.3 billion in California, representing nearly 122,000 jobs.
On the radar is a firm with experience in the agriculture space which can incorporate its government affairs and other programs in a PR plan.
Download the RFP (PDF).
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