Florida is back in the business of race-car sponsorships. This past weekend, the Department of Agriculture and Consumer Services’ “Fresh from Florida” brand was featured on a Ford F-150 as part of the ThorSport Racing team participating in the NASCAR Craftsman Truck Series at the Homestead-Miami Speedway.
The sponsorship cost $75,000.
“With the bold ‘Fresh From Florida’ brand on the No. 13 truck at Homestead-Miami Speedway, we’re celebrating the more than 300 agricultural commodities produced right here in Florida. So, next time you’re at the grocery store, choose ‘Fresh From Florida,’” Agriculture Commissioner Wilton Simpson said in a news release posted by ThorSport.
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The No. 13 truck, sporting “Fresh from Florida” logos on its upper rear quarter panels, didn’t finish in the top three in the race, but the department remained supportive.
“Fresh From Florida has had longstanding partnerships with various NASCAR drivers and races over the years, and we are proud to partner with Hailie Deegan (the driver) and ThorSport Racing to showcase the bounty of Florida’s farmers, ranchers and fisherman,” department spokeswoman Jessica Kelleher said in an email.
“Partnering with organizations whose core values reflect our own is something that matters to us at The World Center of Racing, and that’s exactly what we have here,” said Frank Kelleher, President of Daytona International Speedway. “Fresh From Florida uses their resources to bring communities across the entire state together in so many different ways, and we aim to do the same at Daytona International Speedway.”
State agencies have shied away from such promotions during the past few years, after then-House Speaker Richard Corcoran criticized marketing efforts by Visit Florida.
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“As Florida’s Commissioner of Agriculture, I am thrilled to have Fresh From Florida partner with Daytona International Speedway for the 2024 NASCAR Truck Series opener,” said Wilton Simpson, Florida Commissioner of Agriculture. “This strategic partnership reflects our commitment to celebrating and supporting Florida’s farmers, ranchers, and fishermen, who support our economy and produce more than 300 healthy, nutritious, and delicious commodities – right here in the sunshine state.”
The tourism-marketing agency had contracts with celebrity chef Emeril Lagasse, the rapper Pitbull, the Fulham football club, and a racing team in what is now the IMSA WeatherTech SportsCar Championship. The racing contract went for $2.875 million a year.
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