The “Redland Raised" campaign is expected to be announced Thursday and will unveil a partnership among the South Miami-Dade growers, county government and Publix Supermarkets to keep farmers in business.
“The foreign imported vegetables kill us,” said Sal Finocchiaro, whose family operates S&L Beans in South Miami-Dade.
S&L Beans packs yellow squash, zucchini and green beans. All will be marketed under the “Redland Raised” brand in the 11-hundred Publix produce sections.
Why Redland, you ask?
Beyond the fact that it's a better name than "South Beach squash" or "Gables green beans," the Redland is the rich agricultural area located 25 miles south of Miami. It's the second largest in the state.
That translates into profits for Miami that aren't just peanuts. Agriculture is a 2.7 million dollar engine that is vital to the South Florida economic structure.
Farmers in the partnership hope the state supermarkets ultimately switch to selling only local produce, which would mean a lot more green in their pocket, and we're not talking turnips and collards.
Mayor Carlos Alvarez will kick off the campaign at the Publix Supermarket at 7805 SW 40th Street (Bird Road) Thursday at 10:00am.