The Florida Citrus Commission (FCC) on Dec. 17 heard about the continued declining sales of fresh Florida citrus and orange juice (OJ). Marisa Zansler, director of economic and market research for the Florida Department of Citrus (FDOC), presented the sales reports.
The FCC serves as the governing board for the FDOC, which is tasked with marketing, research and regulation of the Florida citrus industry.
FRESH FRUIT
Zansler reported that Florida fresh citrus movement decreased by 35% during the 2024–25 season, largely due to the decrease in production. She said understanding the value of Florida’s fresh market potential extends beyond the production share from Florida’s crop.
“It’s also about the Florida growers who have invested in replanting for the fresh market in terms of utilization with the hopes of carving out a little market space that provides higher returns on investment once the fruit from those new plantings become available,” she said.
Zansler noted that most fresh citrus in produce bins today comes from non-Florida domestic and imported sources. She said for the Florida grower, the goal isn’t about taking back market space overnight; it’s about staying positioned in the category.
ORANGE JUICE
Total OJ gallon sales for the 4-week period through Nov. 29 were down 11.44% compared to the same period the previous year, Zansler reported. The price per gallon was up by 16.24%. Year-to-date dollar sales are up 2.95% from the prior year.
Zansler said key considerations for this category are U.S. inflation and consumer concerns over consistently high food prices. Being aware of the impacts on supply shortages to the prices of OJ is key, she said. According to Zansler, it is important to reinforce the value of OJ for consumers, reminding them through strategic marketing of key drivers for purchase, such as taste and health/nutrition.
Source: FDOC
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