Source: Padilla
A Florida Citrus Commission (FCC) meeting was held on June 10 at the Florida Citrus Industry Annual Conference in Bonita Springs.
At the meeting, Florida Department of Citrus (FDOC) Executive Director Shannon Shepp reported that the FDOC’s True Original campaign for orange juice (OJ), along with marketing agency Padilla, recently received the Best of Show award from the National Agri-Marketing Association. Competitors for the award included the American Pecan Promotion Board, Nationwide Insurance and the Haas Avocado Board.
Also during the meeting, Padilla presented the FDOC 2026–27 marketing plan for OJ and fresh fruit.
OJ
For OJ, the 2026–27 plan continues building on the True Original/Original Wellness Drink positioning aimed at consumers and health professionals. It focuses on performance, heart health, immunity and everyday lifestyle.
The marketing team will continue what has performed well and introduce new elements, including:
- An expanded Tampa Bay Lightning partnership
- Limited-time menu partnerships in New York City, Tampa and Atlanta
- A ‘Grove to Glass’ media event
- A renewed New York City media experience
The OJ plan also reflects shifts in how consumers discover information, with new emphasis on generative engine optimization and reputation management to ensure Florida citrus stays visible within AI-driven searches. There will be a robust earned media strategy leaning on registered dietitians, chefs and grower voices.
Digital advertising, e-commerce, influencer programs as well as website and blog enhancements round out the consumer effort.
The health professionals program continues to build trust and recommendation behavior through education, conferences and expert partnerships.
FRESH FRUIT
On the fresh side, the 2026–27 marketing plan introduces distinct creative platforms for each category:
- ‘Fans of the Florida Oranges’ for fresh oranges
- A seasonal discovery push for specialty citrus
- ‘This Calls for Florida Grapefruit’ for grapefruit
There’s also a new University of Florida dining partnership and expanded international in-flight advertising promoting fresh Florida citrus.
PRELIMINARY BUDGET
Also at the meeting, the FCC unanimously approved the 2026–27 marketing plan and approved the FDOC preliminary operating budget of $28.157 million. This represents an increase of $3.701 million over the 2025–26 budget.
LOOKING AHEAD
Grower assessment rates for the new season will be set at the October FCC meeting after the U.S. Department of Agriculture issues its initial citrus crop forecast of the season. Also at the October meeting, a revised operating budget for 2026–27 will be presented.
Source: FDOC
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