International Efforts to Market Florida Citrus

Ernie NeffMarketing

Photo credit: © Inga

Samantha Lane, Florida Department of Citrus (FDOC) director of global marketing, recently discussed international marketing highlights for Florida citrus products during the 2019-20 season.

In Canada, highlights included fresh Florida orange programs with juicing demos in Ontario grocery stores. The programs resulted in a sales increase.

Issues management work took place to educate registered dietitians on the health benefits of orange juice (OJ) to combat changes within the Canada Food Guide. Changes within the guide removed fruit juice as an option counting toward fruit intake. Consumer outreach included a TV appearance by Registered Dietitian Sue Mah that focused on ways to incorporate OJ in everyday family life.

Grapefruit promotions included demos and flyer ads at grocery stores.

Orange juice programs in South Korea included maternity classes to educate new moms on the health benefits of drinking OJ as well as online promotions with Sweet Balance and Vendy’s retail stores.

For grapefruit, programs included additional maternity classes, in-store sampling, online promotions with Freshcode and Café Amoje, and hospital promotions.


In Japan, grapefruit program highlights included a Florida grapefruit cooking show on a local channel in Okinawa. Retail activities included the production of new point-of-sale materials and vinyl bags. However, sampling events were canceled due to COVID-19.

The FDOC also hosted a trade tour in Florida for five attendees from the Japanese trade industry in January. It included retail, grove and packinghouse visits.

Grapefruit events in France included an evening at Hotel de Talleyrand in Paris featuring unique Florida grapefruit recipes and uses for 27 attendees from the media. This resulted in more than 25 articles and posts on social media. Sampling programs also took place throughout France.

Retail programs took place with three retailers in the United Kingdom along with a social media campaign. Additional retail campaigns took place in Belgium, the Netherlands and Sweden in partnership with the Florida Department of Agriculture and Consumer Services (FDACS).

See the full FDOC global marketing report here.  

Source: Florida Department of Citrus

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