With Gov. Ron DeSantis’ recent approval, the Florida Department of Citrus (FDOC) has $12 million in state funding for the 2021-22 season. With the additional funding, the FDOC plans to expand its programs, reaching more consumers in order to drive sales of Florida orange juice (OJ).
The FDOC will also increase marketing programs for fresh grapefruit, oranges and tangerines, similar to the measurable programs already in place for OJ.
Jackie Hopkins, of FDOC marketing firm Edible, told the Florida Citrus Commission in May what the 2021-22 programs will look like with the additional $12 million in state funding. Programs will focus on retaining and increasing the purchase frequency with the 70 million light and returned OJ buyers in the United States as well as bringing back 23 million lapsed buyers. With the additional budget, the FDOC will further expand programs to reach all primary shoppers in the U.S.
According to Edible, consumer lifestyles and behavior have changed over the past year. Among the changes:
- Consumers are finding enjoyment again in planning vacations, especially domestic trips.
- They are seeking safety and savings with grocery shopping.
- They are creating new rituals and behaviors in the kitchen.
- Consumers are more focused on overall health and wellness, often turning to foods and beverages that provide specific physical and mental health benefits.
To reach these consumers, the FDOC will connect and engage with audiences through three modes – work, social and wellness – and customize programs and messages to resonate with each.
The objective for 2021-22 remains driving sales of Florida OJ through promotions and protection. The FDOC will move beyond initial sales to encourage repeat sales and build preference for Florida OJ. This starts with the messaging. The FDOC will continue to promote its tagline “The Original Wellness Drink” with a focus on the nutritional benefits of OJ as well as highlight the Florida difference through imagery and video. These methods will reinforce the attributes consumers already connect to Florida, such as sunshine, beaches, vacations and orange groves.
Source: Florida Department of Citrus
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