FNGLAFlorida Nursery, Growers & Landscape Association
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In order to test messages and communication materials developed for "Florida Garden Select," a Florida-specific plant brand, FNGLA partnered with the University of Florida/Institute of Food and Agricultural Sciences' (UF/IFAS) Center for Public Issues Education in Agriculture and Natural Resources (PIE Center) to conduct focus groups with potential consumers around the state.
Because FNGLA had already invested in an outreach campaign with the creation of a brand name, logo, website, and select print materials, and because there were specific existing messages to test, it was deemed most appropriate to utilize a research methodology that allowed more in-depth explorations of individual response, attitudes, and knowledge.
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).