In a partnership between Visit Central Florida (VCF), known locally as Polk County Tourism and Sports Marketing, Ridge Island Groves and FM Tours, international tour operators will be sipping on freshly squeezed Florida orange juice at the 2016 Icelandair Mid-Atlantic Tradeshow, February 4 – 7, in Reykjavik, Iceland.
Family owned Ridge Island Groves of Haines City will do the honors, harvesting their fresh citrus to fill 800 bottles of liquid sunshine for immediate shipping to Reykjavik via Icelandair airline. The 16-ounce bottles, to be handed out to attendees on the tradeshow floor, will sport specially designed labels including the logos of Ridge Island Groves, VCF and FM Tours.
FM Tours is the leader in Nordic travel to Florida and partners exclusively with Icelandair for its client travel. FM Tours will handle the logistics of the juice shipment, using Icelandair to fly Ridge Island Grove’s orange juice directly from Central Florida to Iceland, exactly as specified – to protect the quality and freshness of the product.
This initiative, promoting Central Florida’s Polk County as an international tourist destination, is the direct result of the longstanding relationship between VCF and Orlando-based FM Tours. Joni Allen, of VCF, has worked for many years with Michael Marzano, the President of FM Tours, introducing him to Polk County tourism partners in order to join forces to attract international tourists to Polk County.
Joni’s annual participation in travel trade shows such as Florida Huddle and International Pow Wow (IPW) has allowed her to cultivate strong business relationships with many major tour companies, including FM Tours. Joni’s appointment and follow-up with FM Tours, after Florida Huddle last year, resulted in FM Tours being introduced to Polk County tourism partner Ridge Island Groves, so the two companies could implement a plan to ship the fresh squeezed orange juice to Iceland for the 2016 tradeshow, as a unique way to promote Central Florida’s Polk County.
In 2015, exhibitors and buyers from more than 200 companies, representing 17 countries (including the United States) participated in the travel tradeshow. For more information on this marketing initiative, contact Joni Allen at 863-551-4750 or Joni@VisitCentralFlorida.org.