Florida businessman Chris King, currently running his bid to replace term-limited Florida Governor Rick Scott, is setting his sights on northeast Florida as he tries to set himself apart from his rivals, which includes former Congresswoman Gwen Graham, Tallahassee Mayor Andrew Gillum and former Miami Beach Mayor Philip Levine.

King explained that he’s “dedicated over the next three months to be here a lot. In fact, it was one of the first markets where we went up on television. We went up in five markets, and Jacksonville is one of them. We think our message resonates in North Florida and the Jacksonville market.”

In an interview with Florida Politics, he was asked if the candidates were cannibalizing on each other’s votes, but he said that wasn’t the case. He specified that he’s “had the ability to get progressives excited on some of my stances, such as criminal justice, mass incarceration, the death penalty, and marijuana legalization. But I also have a real deep-seated economic vision for the state, which is another lane of voters I’m fighting for.”

Finally, he mentioned Gwen Graham, who’s recently been attacked by the other candidates as not being progressive enough. King commented that “voters want fresh ideas and new leadership.”

He concluded by saying that “Almost 50 percent of the voters are undecided. We’ve got three candidates in the race who voters have known for years and years, their families for decades. I’m the only real new candidate in the race … something different” from the pack.”