Florida Citrus Marketed Internationally

Josh McGillFlorida Department of Citrus, International, Marketing

The Florida Department of Citrus (FDOC) is continuing to work on retail promotions with the Florida Department of Agriculture and Consumer Services in Pan-Europe, France and Canada. Katie Bruce, international marketing manager, told the Florida Citrus Commission (FCC) about those and other international efforts in December. The FCC serves as the governing board for the FDOC.

The Canadian retail program in Ontario and Quebec will include the new development of point-of-sale material, in-store sampling opportunities and retail flyer ads. It will continue to communicate key messages about Florida grapefruit and Florida orange juice (OJ) to consumers via multiple channels such as radio, print, television and digital activation. A multi-influencer program for Florida OJ will be implemented in addition to engagement with registered dietitians to ensure the health and nutrition benefits of OJ are being communicated.

Bruce stated that FDOC programs in South Korea plan to increase retail promotions for Florida grapefruit and Florida OJ. They will also continue to boost the media presence to ensure the FDOC’s key messages are communicated as well as implement a multi-influencer program for Florida OJ in the spring. In food service, the program plans to increase the promotions to highlight the versatility of Florida grapefruit and Florida OJ as well as explore partnerships with other U.S. cooperators. 

The FDOC participated in the U.S. Department of Agriculture’s Foreign Agricultural Service Great American Culinary Camp, Bruce reported. The camp is a professional culinary event which presents a wide variety of U.S. agricultural products to the Korean food service sector. Similar programs are planned for markets in Japan, Pan-Europe and France.

The FDOC is an executive agency of Florida government tasked with the promotion, protection and regulation of the Florida citrus industry. Based in Bartow, the FDOC conducts marketing and performs economic and scientific research activities for the industry.

Source: Florida Department of Citrus

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