Michael Flores Named As Spokesperson For GO TEXAN Watermelon Campaign
Publish Date: February 26, 2010

The Texas Watermelon Association will feature Michael Flores in their Texas television campaign

SAN ANTONIO, TX. Feb. 28 -- Renowned chef, author, and television personality Michael Flores was recently tapped by the Texas Watermelon Association to be the new face of the GO TEXAN Watermelon television campaign. The bilingual television spots will air May through September during the watermelon season and will be followed by a national campaign.

The Texas Watermelon Association is partnering with the Texas Department of Agriculture’s GO TEXAN marketing program to broadcast advertisements promoting Texas watermelons, with Chef Michael Flores as a spokesperson. After graduating with honors from the Culinary Institute of America, Michael Flores found success as a chef, author, culinary instructor, food consultant, and the owner of a specialty foods company. Michael has been a partner with the Texas Department of Agriculture’s GO TEXAN program, as well as a spokesperson for the National Dairy Association, Best Maid Pickles, MASECA, the Mexican Avocado Council, and Nature Sweet Tomatoes.

"I love the Lone Star State and truly believe and understand why ‘buying Texas’ is so important. I can use my talents to create new recipes using Texas crops while showcasing them through various media outlets,” said Michael. “I've been developing new recipes, market buying, planning a watermelon media tour across the state, tying in the sweet summer fruit to various Texas festivals and taping commercials. I can't wait for my fellow Texans to see how Texas watermelons shine."

"Broadcasting Texas pride just makes sense," Agriculture Commissioner Todd Staples said. "This partnership between the Texas Watermelon Association, the Texas Department of Agriculture and Chef Michael Flores promotes local products in innovative ways and is an excellent example of how three groups with a common goal can unite to spread the same message: GO TEXAN when you want fresh watermelons."

Watermelon production in Texas ranks 3rd in the US and is a major source of income for the Texas economy, pulling in about $160 million. The GO TEXAN Watermelon television campaign is a first for the Texas Watermelon Association. The cities targeted make up 90% of the television viewers in Texas. The campaign will hit San Antonio, Dallas, Houston, Austin, the Rio Grande Valley, El Paso and Waco.

Richie Matthews | DiálogoPR
richie@prdialogo.com
858.456.5552