International Citrus Business Conference Focuses on Market Improvement

The 2018 International Citrus Business Conference will be a meeting to tackle the pressing issues facing the citrus industry, including the rapid decline of citrus juice markets.

Allen Morris, of Morris Agribusiness Services, says the citrus industry has lost 50 percent of the U.S. orange juice market since 2002. The industry continues to decline at a swift 5 to 7 percent each year.

Morris stresses the importance of the need to turn the market around. If it continues as is, the U.S. orange juice market will only need 59 million boxes or oranges by the time greening-resistant citrus trees are in full production. He believes the International Citrus Business Conference is going to provide a forum for citrus business leaders to discuss the strategies that will be a first step in turning this market around.

Morris and Dan Santangelo, the former executive director of the Florida Department of Citrus (FDOC), will present “Restoring the U.S. Orange Juice Market to Growth” at the conference. One key point addressed will be the necessity to promote the health benefits of orange juice. According to Morris, past marketing strategies that have included scientifically proven health and wellness benefits have been some of the most successful promotion plans.

Santangelo implemented a marketing strategy called the Triple Crown Program during his time at the FDOC, which created a substantial increase in consumption following a period of decreases in the orange and grapefruit juice markets. Morris and Santangelo believe a turnaround like this is possible again.

The event, presented by Morris Agribusiness Services and AgNet Media, will be held March 27–28, 2018, at the Hilton Daytona Beach Oceanfront Resort in Daytona Beach, Florida. More information on the conference and online registration can be found here.

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Jaci Schreckengost