(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:
1.
High in vitamin C.
2. Rich in
dietary fiber.
3. Heart
Healthy.
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.
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"A" Activities
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"B" Activities
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(At least one "A" activity, a maximum of $.50
per
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("B" activities equal $.10 per carton per activity;
$.25 per carton
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carton reimbursement for all "A" activities.)
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maximum.)
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1. Front Lobby Display (21 cartons or
equivalent).
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1. Multi-unit pricing on bulk fruit or bags (e.g., 6
pieces for $2 or 2 bags
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for $4).
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2. High Graphic Bin Display
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2. Brochures or other health information on Florida
citrus provided for shoppers.
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3. Cut fruit sampling demonstration ($5, 000
cap).
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3. FDOC supplied point-of-sale materials
posted.
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4. Cut fruit displayed (visual sampling).
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5. Feature ad placed in the In-store Flyer.
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(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.
Notes
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.
