FNGLAFlorida Nursery, Growers & Landscape Association
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The data used in this study was derived from part of a larger study, which was sponsored by FNGLA and funded by the Florida Department of Agriculture and Consumer Services (FDACS).
There were six groups total in the FNGLA sessions (in three different locations); results are reported on the basis of themes and patterns that emerged in at least four or more of the six groups.
If the FNGLA (or any other agricultural commodity organization aiming to market a state specific brand) can ensure that marketing messages and communications make clear the relevance of the brand upon the product, perhaps by emphasizing the importance of supporting locally grown products, it may be more salient, and thus become more important to potential consumers.