Paul Davidson of Davidson Farms and Main Street Market in Chipley, Florida was recognized as the Washington County Agriculture Innovator of the Year by the University of Florida IFAS Extension and Farm Credit of Northwest Florida on August 19, 2013.
The presentation was awarded at the Jackson County Agriculture Conference Center in Marianna, Florida in August.
Davidson began his farming operation in 1988 on family property between Chipley and Vernon and expanded to grow watermelon and cantaloupe along with a large variety of seasonal vegetables, hay and corn.
In 2008, Davidson decided to secure a niche market by opening a produce market at the intersection of U.S. 90 and State Highway 77 in Chipley.
Extensive use of a website (www.ChipleyMarket.com) along with a Facebook campaign increases awareness for his offerings and Davidson considers social media and internet technology to be a valuable component in generating a market for his produce.
Public relations firm The Goulding Agency, Inc., in Chipley, handles the marketing efforts for Davidson, administering the website, visiting the retail store often and featuring photos and video clips from the operation on the site as well as Facebook. This marketing effort leads to heavy retail traffic, general awareness and overall increase in business for the produce operation.
Debbie Goulding, vice-president of The Goulding Agency, says that these efforts are particularly effective when new products hit the market, especially season produce such as watermelons and strawberries, and extends to oysters and other local delicacies which have short-lived availability.
‘We have worked with Paul and his staff for several years’, explains Goulding. ‘We maintain close contact and stay in tune with changing market conditions, availability of product and seasonal demands. This allows our staff to reflect special offerings through the website and social networking and has been very effective in driving incremental business to Main Street Market’.
‘Websites do not have to be works of art to be effective’, continues Goulding, ‘and what matters to clients of our firm is results. A simple website and social networking plan along with compelling, engaging content inclusive of photos, video clips, interviews and customer testimonials is all that is necessary to tell a story and achieve incremental sales’.
The Goulding Agency, celebrating 6 years in Downtown Chipley, Florida, publishes bimonthly print periodicals ‘Real Florida Magazine’ and ‘Jackson County Today!’, and produces TV shows with those same names, currently airing on Comcast Cable TV and available online at www.RealFloridaMagazine.org and www.JacksonCountyToday.org.
