The Florida Citrus Commission (FCC) on Oct. 22 adopted a revised $23.4 million 2025–26 budget for the Florida Department of Citrus (FDOC).
The FDOC budget is funded in part by a tax on each box of fruit growers produce. That tax will remain unchanged from last year, as follows:
- 12 cents for processed oranges
- 5 cents for fresh oranges
- 7 cents for grapefruit and specialty citrus
The FCC also received updates on several issues affecting the Florida citrus industry.
PROGRAM FOR EXPEDITED PROPAGATION
Rosa Walsh, FDOC director of scientific research, provided an update on the 2025–26 Program for Expedited Propagation. She said $2 million in non-recurring general revenue funds are allocated specifically for entering into agreements that:
1) Increase the production of trees that show tolerance or resistance to HLB
2) Advance technologies that produce trees which have tolerance or resistance to HLB
3) Advance greening-tolerant or resistant trees using CRISPR
GRAPEFRUIT LEAGUE PARTNERSHIP
The FDOC provided an update on a previously approved plan to pursue a partnership with the Grapefruit League during Major League Baseball’s spring training season. Leading up to this collaboration in February–March, marketing efforts will be front-loaded to drive sales and awareness at peak season.
The FDOC recommended pursuing a partnership with six teams: Detroit Tigers, New York Yankees, Baltimore Orioles, Atlanta Braves, Boston Red Sox and New York Mets. These teams offer a mix of in-stadium partnership opportunities and a broad range of broadcast integrations.
IMPACTFUL PROMOTIONS
Marisa Zansler, FDOC director of economic and market research, told the FCC that consumer awareness of orange juice promotions rose 21.3% over the previous year. The increase in consumer awareness is strongly tied to the subsequent increase in perceptions of health and wellness benefits (up 7.6%) and consumers’ willingness to pay, which rose 8.77%.
Zansler added that for every dollar the FDOC invested in promotions, the return to growers generated was between $1.69 and $2.23. The measurement of impact on consumer demand estimates that without FDOC messaging efforts, orange juice demand would have fallen by 9.5%.
Source: FDOC
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