Campaign promotes Florida Gulf seafood

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The Florida Department of Agriculture and Consumer Services has launched a new website, www.MyFloridaGulfSafe.com, as part of a campaign to assure consumers that Florida Gulf seafood is safe and plentiful.

“Many consumers still have the misperception that Florida seafood was adversely affected by the oil spill of more than a year ago,” said Commissioner Adam Putnam. “Our testing shows that Florida seafood has not been impacted by the oil spill and we want consumers to know that Florida seafood is safe and available to enjoy.”

Between August 2010 and June 2011, the Department’s Division of Food Safety has screened 297 samples of finfish and shellfish for possible oil contamination from polycyclic aromatic hydrocarbons (PAHs). All findings are well below the U.S. Food and Drug Administration’s (FDA) levels of concern.

Despite the proven safety of Florida’s Gulf seafood, the public remains wary. In a survey conducted in April 2011, 63% of Floridians voiced concern about the safety of Florida Gulf seafood, an increase from 48% in January 2011. A majority of Floridians (59%) remain concerned about the unforeseen risks of the oil spill on the safety of seafood.

The Florida Department of Agriculture and Consumer Services is working to increase consumer confidence by raising awareness among consumers for the proven safety of Gulf seafood through the “Florida Gulf Safe” campaign. The Department has partnered with Florida Outdoor Advertising Association to communicate this message on billboards statewide and with the Florida Department of Transportation to reach travellers on Florida’s Turnpike via tollbooth signs. Full-page ads will appear in magazines that target chefs and restaurateurs, as well as in upscale consumer magazines. Tabletop displays will be distributed to restaurants and seafood retailers to reach consumers where they shop.

“Sales of Florida Gulf seafood continue to lag and that’s hurting our state’s commercial fishermen,” said Nelson Mongiovi, director of marketing and development at the Department. “By getting out the word that Florida Gulf seafood is rigorously tested in state food safety labs, we hope more consumers will once again enjoy their Florida seafood favourites.”