The Florida Citrus Packers (Packers) trade association has asked the Florida Department of Citrus (FDOC) to consider utilizing more of its Florida general revenue marketing dollars to promote fresh citrus from Florida. The request was made in an April 17 letter.
The association, which represents packers of fresh Florida citrus, asked the FDOC to recognize that a greater percentage of Florida fruit is now marketed as fresh fruit than has historically been the case. The Packers noted that this trend is expected to grow even more in the coming years due to processed fruit pricing concerns.
Fresh Florida citrus is a 100% Florida product and can elevate consumer awareness and preference for all Florida citrus, the Packers stated.
The association indicated that it doesn’t believe there is an established protocol for the use of general revenue funds for marketing Florida citrus products. While the Packers are not suggesting a specific percentage to be spent in the fresh category, the association did state that general revenue expenditure for fresh fruit needs to be increased.
A change in allocation percentages from the processed category to fresh marketing is not anti-processed product, the Packers stated. Rather, such a change reflects current reality and the changing needs of Florida growers, they added.
The Packers suggested that the FDOC and its governing board, the Florida Citrus Commission (FCC), seek grower input into what the Florida citrus industry will look like in three to 10 years. The FCC, whose members are appointed by Florida’s governor, serves as the FDOC’s governing board. The Packers believe responses from growers will allow better-informed decisions by the FCC.
Source: Highlands County Citrus Growers Association
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