Consumers Like New Florida’s Natural Blend

Jim Rogers Orange Juice

The addition of Mexican juice has not harmed the brand.

Positive taste results have been reported for Florida’s Natural orange juice (OJ) since the brand started adding Mexican from-concentrate OJ to its juice. Florida’s Natural Growers (FNG) Chairman Frank M. Hunt III, addressing the cooperative’s annual stakeholders’ meeting recently, said consumers and taste panels have offered the positive input.

Florida’s Natural

The brand changed from all-Florida not-from-concentrate (NFC) OJ to a blend of Florida NFC and Mexican Valencia from-concentrate OJ in late May. It explained that the declining crop in Florida and growing consumer demand required FNG to supplement Florida-grown oranges with other sources. It said taste tests confirm that the new Florida’s Natural blend is preferred over other leading juice brands.  

FNG Chief Operating Officer (COO) Chris Groom said all business units experienced strong volume increases over the past year. He said there was significant growth in the brand’s OJ, grapefruit, ades and drinks.

“We taste better than the competition, we provide high-quality products at a great value, and we are still owned by farmers,” Groom said. “We have the ability to invest in brand growth in this new fiscal year and beyond while delivering best-in-industry returns.”

See the grower returns for last season here.

First formed in 1933, Florida’s Natural Growers, Inc. is a cooperative of 14 grower organizations representing several hundred individual growers who own more than 50,000 acres of citrus in Florida. Its flagship juice brand, Florida’s Natural, is sold throughout the United States and in more than 40 other countries.

Cooperative members are Ben Hill Griffin Inc., Citrus Marketing Services, Dundee Citrus Growers Association (CGA), Haines City CGA, Hunt Bros. Cooperative, Lake Placid Citrus Cooperative, Lake Wales CGA, Lykes Bros. Inc., Orange Growers Marketing Association, Peace River Packing Company, Southern Gardens Grove Corporation, Umatilla CGA, Waverly Growers Cooperative and Winter Haven CGA.

Source: Florida’s Natural Growers

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