Kroger fulfillment network, LLC

The Florida Department of Agriculture and Consumer Services is pursuing a single-source procurement with Kroger Fulfillment Network, LLC for a "Fresh from Florida" Grocery Retailer Marketing Program. This procurement is a statutorily mandated advertisement under Section 571.24, Florida Statutes, which authorizes the Department to promote Florida agricultural commodities. The contract will support brand promotion and sales activities for Florida agricultural products, with a proposed term from execution through June 30, 2026. Kroger will be responsible for multiple marketing deliverables, including planning and publishing weekly online sale flyers, producing print materials for delivery drivers, creating vendor-specific publications, and managing targeted advertising through Kroger's social media accounts and website. Prospective vendors who believe they can provide similar commodities or services are invited to submit relevant information to the contact person by October 22, 2025. If no alternative vendors are identified, the Department will proceed with posting its intended decision to enter an agreement with Kroger on the Vendor Information Portal.

The procurement is specifically focused on Leon County, Florida, and appears to have no explicit set-aside designations or restrictions on organizational respondents. The contract is a sole-source procurement with an estimated value ranging from $80,000 to $100,000. Kroger has been selected based on its unique control over retail and digital platforms, with the Department determining that no other vendor can execute the required promotional activities with the same level of access and authority within the Kroger Fulfillment Network. The procurement process allows for potential vendors to challenge the single-source determination by submitting competitive information prior to the October 22, 2025 deadline. The Department will evaluate any submissions to determine whether alternative vendors can provide comparable services before finalizing the agreement with Kroger.