International Fresh Produce Association (IFPA) provides marketing benchmarks so marketers can compare their spend with competition to identify opportunities to drive stronger results.
In the produce and floral industries the use of advertising and social media channels is the most prevalent but high dollars are allocated to consumer events and promotions as these are perceived to have a great return.
Use of Marketing Channels
Percent of respondents who reported using these channels.
Use of Trade Supports
Percent of respondents who reported using these trade supports.
Temporary Price Reductions