The Florida Department of Citrus (FDOC) presented marketing plans for the 2026–27 season at the May 20 meeting of the Florida Citrus Commission (FCC). The FCC serves as the FDOC’s governing board.
ORANGE JUICE
Florida orange juice will continue to be positioned as the original wellness drink. The marketing effort will be aimed at juice consumers and health professionals. The strategy will center on performance, heart health, immunity and lifestyle routines while leveraging integrated marketing across digital, influencer, retail media, earned media and partnerships.
Creative content will continue under The True Original platform, with expanded assets, new recipes and recipe videos. It will include a new “Rooted” film series with grower‑focused content, offering an inside look at the originals who make orange juice, which the FDOC has dubbed the original wellness drink.
Programming will be delivered via digital advertising, paid search, e-commerce, earned media, owned media, social media and other platforms.
Digital efforts include multi-channel targeted advertising, paid search, Instacart growth, testing Walmart alternatives such as Criteo and expansion of social, user-generated content and creator-led content.
A new health professional website, which will be ready to launch in June, will be a centralized hub to strengthen engagement with health professionals.
Emerging opportunities to connect Florida orange juice to broader health and wellness conversations will target women’s health, cognition, picky eating and fortification.
FRESH CITRUS
Florida citrus industry input has indicated the desire for improved retail visibility and in-store presence, Florida-first positioning and addressing appearance and availability misconceptions for fresh oranges, grapefruit and specialty fruit.
The fresh orange strategy emphasizes retail engagement, Instacart and Costco activations, retail toolkits and a youth/community trialing program through schools.
Fresh grapefruit focuses on rediscovery, culinary inspiration, lifestyle relevance and college dining channels to capture a younger consumption audience.
Specialty citrus will use seasonal excitement and urgency to drive demand with targeted digital, influencer and retail programs.
Source: FDOC
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