FDOC Efforts Successful in Moving More Juice

Tacy CalliesOrange Juice


According to the Florida Department of Citrus (FDOC), sales of 100 percent orange juice (OJ) continue to show promising results. In the 4-week period ending Aug. 1, average year-over-year sales of total OJ increased 21 percent with 32.64 million equivalent gallons sold, per the latest Nielsen retail sales report. Sales of not-from-concentrate (NFC) OJ increased 27 percent for the period.

Additionally, total OJ sales for the season beginning October 2019 are up by 12 percent. The increase in volume movement season-to-date is roughly equivalent to about 7 million grower boxes. The increase in NFC volume sold at retail captured by Nielsen is roughly equivalent to 4.3 million grower boxes.

Total grapefruit juice sales were up by 4 percent for the season.

In July, the FDOC launched its 2020-21 e-commerce campaign to drive sales of 100 percent orange juice through online retailers, with a shift to focus specifically on NFC OJ. To date, the campaign has driven more than $1.06 million in attributed sales and 41.3 million impressions at a return on ad spend of $5.19.

Digital and social promotions are currently focused on back-to-school and the role that Florida orange juice can play in supporting the immune system. A sweepstakes launched inviting consumers to nominate a teacher they think deserves a special Florida orange juice kit. Nominate a teacher you know.

In other FDOC news, Woman’s World and VeryWell Health published articles highlighting the FDOC-funded heart health study that showed 100 percent orange juice and hesperidin may help to lower blood pressure. Read about the study here.

Further promotion of the study and the benefits of hesperidin are ongoing.

Want to learn more about the heart health study and efforts to promote it? The FDOC will host a live webinar on Aug. 27 at 11 a.m. Get details on the webinar.

Source: Florida Department of Citrus