Section 20-48.006 - Qualification of Advertising/Merchandising(1) Minimum Targeted VAP advertising/merchandising activity requirements: (a) Line ad + expanded display (end cap or secondary table), or(b) Feature ad + expanded display (end cap or secondary table). Feature ad must include the Florida Sunshine Tree or Florida Citrus Growers symbol and either the American Heart Association Heart Check logo or at least one of the following Department of Citrus approved value-added messages:2. Rich in dietary fiber.4. Cholesterol free and fat free.(c) For club stores that do no feature advertising, other comparable advertising or promotion as listed below will be deemed to meet the minimum activity requirement, if the Department of Citrus staff has lead time of at least 10 days in advance of the planned activity. "A" Activities | "B" Activities |
(At least one "A" activity, a maximum of $.50 per | ("B" activities equal $.10 per carton per activity; $.25 per carton |
carton reimbursement for all "A" activities.) | maximum.) |
1. Front Lobby Display (21 cartons or equivalent). | 1. Multi-unit pricing on bulk fruit or bags (e.g., 6 pieces for $2 or 2 bags |
| for $4). |
2. High Graphic Bin Display | 2. Brochures or other health information on Florida citrus provided for shoppers. |
3. Cut fruit sampling demonstration ($5,000 cap). | 3. FDOC supplied point-of-sale materials posted. |
| 4. Cut fruit displayed (visual sampling). |
| 5. Feature ad placed in the In-store Flyer. |
(d) To qualify, ads must feature Florida grown citrus products only.(2) To help build the value of a Targeted VAP, a retailer can agree to provide promotional support beyond the minimum requirement. Optional promotion elements include: (a) Promoting bagged grapefruit.(b) Graphic bins or front lobby displays.(c) Multi-unit pricing (beyond the $1 mark) on bulk/loose grapefruit + Gross margin < 20% - retailer's cost versus featured price - the % difference between the shipper FOB prices and the price the retailer will feature the product.(3) Promotions may be established to tie-in with Department media scheduled in selected markets. Only the following types of promotions are eligible for Targeted VAP funds in these media markets:(a) Demonstration/sampling programs.(b) Graphic grapefruit bin use.(c) Bagged grapefruit promotion.(d) Multip-unit pricing (beyond the $1 mark) on bulk loose citrus.Fla. Admin. Code Ann. R. 20-48.006
Rulemaking Authority 601.15 FS. Law Implemented 601.15 FS.
New 11-17-97, Amended 12-6-98, 2-3-00, 11-29-00.New 11-17-97, Amended 12-6-98, 2-3-00, 11-29-00.