State Aims to Help Florida Citrus

Florida Citrus Commission (FCC) Chairman Steve Johnson recently wrote about Florida Department of Citrus (FDOC) and state legislative efforts to help rejuvenate the Florida citrus industry.

Johnson described the efforts in a column titled “The Four Rs of Florida Citrus Right Now: Reset. Replant. Renew. Renaissance.”

FDOC INITIATIVES

Johnson listed the following efforts by the FDOC:

• “We’re getting ready to launch a new version of our U.S.-based website FloridaJuice.com — one that is more user-friendly, more up-to-date and more relevant to the modern juice consumer. In other words, we are making it work smarter and harder for our industry.
• “We’re marketing smarter to reach the modern juice consumer and enhance Florida orange juice sales as well as increase awareness on streaming platforms, social media, the internet, through media relations and, of course, e-commerce platforms.
• “We’re focused on key messaging that is solidifying the value of Florida orange juice while driving home its relevancy — that it’s everything the modern juice consumer is looking for and wants.
• “We’re constantly doing research and monitoring trends so we can keep Florida orange juice top-of-mind in an ever-diversifying and very competitive beverage category.
• “Through ongoing initiatives like the Program for Expedited Propagation, we’re helping you get the latest citrus greening-tolerant and -resistant tree varieties in the ground.”

WORKING WITH THE LEGISLATURE

According to Johnson, the FCC, FDOC and Florida Citrus Mutual are continuing to advocate on behalf of the industry with the Florida Legislature.

“There’s no doubt that we are an industry in need of help on many levels,” said Johnson, stating that it is “certain” that the Legislature will help the industry’s recovery. “It will take time. It will take a lot of effort. It will take support from the state legislature, and it will require continued loyalty from consumers around the world who love Florida orange juice. But we will see a brighter future for Florida citrus,” he declared.

Source: Florida Citrus Mutual