GAINESVILLE -- If you’ve eaten a tomato this winter, chances are it was grown in Florida. And those plants decorating your home and office probably started life at one of Florida’s nurseries. For those who work in the agriculture “field,” these facts are recognized. But when you ask Florida citizens about the value of the state’s agriculture industry, most don’t have a carrot of an idea that Florida ranks second nationally in the production of fresh vegetables and horticultural products.

Starting this spring, the University of Florida’s Institute of Food and Agricultural Sciences is launching a multifaceted Agriculture Awareness Initiative aimed at educating Florida’s 16 million residents about the importance of the state’s agriculture and natural resource industries.

“Our goal is to work with the agriculture community and media to raise the visibility and awareness of Florida’s diverse agriculture and natural resource industry,” said Joan Dusky, UF assistant dean for extension. “Most Florida citizens don’t realize how these industries impact their everyday life.”

“We want them to understand that the Florida ag industry not only puts safe, affordable food on their table, but also provides a large and stable economic base and environmental benefits,” Dusky said.

As part of the initiative, David Mulkey, a professor and associate chair of UF’s food and resource economics department, and Alan Hodges, an associate in the department, are conducting research to demonstrate the total economic impact that agriculture and natural resources have on the state.

“We are looking at all industry sectors and how they relate to agriculture and natural resources,” Hodges said. “Our model also includes economic multipliers for ‘spinoff’ economic benefits. For example, with every ag dollar generated, there can be up to a $2.50 return in regional economic activity.”

Hodges said that nonmarket benefits such as green space, watersheds, wildlife habitats and tourism will also be evaluated. “About 60 percent of Florida’s land includes forests,” he said. “One thing we are looking at is how nature-related tourism helps support the overall economy.”

According to the Florida Agricultural Statistics Service, 43,000 commercial farms cover 10.1 million acres, approximately one-third of the state’s land mass. Florida leads national production in citrus, snap beans, fresh-market tomatoes, cucumbers, squash and sugarcane. The state ranks second in the production of greenhouse and nursery products, sweet corn, peppers and strawberries.

To help UF get the message out, Scott Emerson, former editor/associate publisher of Citrus & Vegetable Magazine, has been hired to help develop and deliver the initiative’s outreach efforts. Emerson said he plans to work closely with media, growers, commodity associations, extension agents and other industry organizations.

“There are several ongoing efforts by the ag community that are successfully reaching the media with positive messages about Florida agriculture,” Emerson said. “We want to complement and expand these awareness programs.”

To learn more about the Florida Agriculture Awareness Initiative, contact Emerson at semerson@ufl.edu or call (352) 392-1588.

Additional Florida Ag Facts:
* Ranks third in watermelon production
* Ranks fourth in honey sales
* 1.74 million cows = $1.2 billion in livestock/products (meat, milk/cheese, etc.)
* 78.5 million broilers and 11.3 million layers = $326 million in sales
* $95.5 million in sales from aquaculture products (tropical fish, plants, clams)
* 82 million forest trees planted each year
* Other products: tropical fruit, peanuts, hay, cotton, corn, soybeans, tobacco