destination dupes

Destination Dupes, Simpler Times and Grower Assessments

Daniel Cooper Florida Citrus Commission, Florida Department of Citrus

destination dupes

The March 20 Florida Citrus Commission (FCC) meeting provided some education about destination dupes for people who aren’t constantly in the social media loop. It looked at how Florida orange juice (OJ) can invoke simpler times and provided a preview of likely Florida Department of Citrus (FDOC) grower tax assessments for the 2024–25 citrus season.


John Fuller, director of global marketing at the FDOC, said destination dupes (dupes is short for duplicates) are a hot travel trend for 2024. They involve consumers looking for cheaper alternatives to popular travel destinations so they can spend less for a similar experience.

Fuller said Florida OJ can be a kind of destination dupe. It can provide the feeling of being in the sunshine or on the beach no matter where you are.


Fuller added that consumers are craving pre-internet simplicity. Polling and surveys have shown that many Americans would prefer to live in a simpler era before everyone was obsessed with screens and social media. There’s a growing movement in culture to emulate the slower, less stressful lifestyle that existed before social media.

According to Fuller, Florida OJ can help consumers bring a bit more of the past to their present day.


FDOC staff recommended that FDOC assessment rates stay the same as they are in the current year:

  • 12 cents per box for processed orange
  • 5 cents per box for fresh oranges
  • 7 cents per box for grapefruit
  • 7 cents per box for specialty fruit

The FCC will officially set the assessment rates in October after the first U.S. Department of Agriculture citrus crop forecast for the 2024–25 season is issued. The FCC will also set the FDOC budget after the forecast is issued. The FCC will receive a preliminary budget from the FDOC in May, and FDOC will revise that based on FCC direction.

Source: FDOC

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