Orange Juice Market Challenges

Tacy CalliesEconomics

Allen Morris

Allen Morris

Allen Morris, vice president of sales and marketing for Blue Lake Citrus Products, discusses the decline of the U.S. orange juice market.

“Since 2001, we’ve lost about half of the U.S. OJ market,” he says. “When we look at June of this year compared to June of last year, total OJ consumption declined by 4.8 percent even though prices declined by a little less than 1 percent.”

Morris explains what these figures mean from an economic standpoint and says that consumers need a compelling reason to drink OJ.

“If we continue to lose the OJ market at 4 to 5 percent, per year, and we’re five years out from solving the greening problem, then there won’t be enough market there to be meaningful to industry restored from a production side.”

Listen to his report.

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About the Author
Tacy Callies

Tacy Callies

Editor of Citrus Industry magazine