The Florida Department of Citrus’ (FDOC) global marketing team on Sept. 16 told the Florida Citrus Commission (FCC) about media activity and shared future social media plans. The FCC is the FDOC’s governing board.
CITRUS IN THE MEDIA
The team reported strong momentum for Florida citrus in the media, with consumers and across the industry. It shared a media audit of more than 4,300 articles covering citrus or 100% orange juice (OJ) and found the results to be largely favorable. Nearly 70% of coverage was positive and fewer than 3% of articles framed sugar negatively, the team reported.
Less favorable coverage was not product centered, but addressed production challenges such as greening, severe weather and supply.
Recent industry news included the most recent Brix announcement producing 255 placements and nearly 486 million impressions. A satellite media tour focusing on the industry’s resilience resulted in more than 29 broadcast interviews in markets including Atlanta, Tampa, Chicago and New York City.
Focusing on performance and wellness benefits of 100% OJ, consumer-facing earned media activities have reached more than 300 million impressions with recent national coverage in Vogue and EatingWell, the team reported.
SOCIAL MEDIA STRATEGY
The team outlined its social media strategy focusing on Facebook, Instagram and Pinterest to reach the modern juice consumer, as well as LinkedIn to reach industry and trade audiences.
The FDOC is continuing its partnership with the Tampa Bay Lightning, but new this year will be programming featuring a virtual on-ice center logo during 42 home game broadcasts. That will be in addition to in-arena and broadcast branding, Florida citrus-inspired mocktails, eight pre-game fan activations and a dedicated presenting night in February for Florida citrus growers.
Fresh citrus plans for 2026–27 were refined based on direct input from growers and packers.
The fresh grapefruit plan now targets a younger consumer, with a stronger focus on retail supported by e-commerce, media relations, social media and influencers.
The fresh orange plan shifts to a focused business-to-business approach aimed at retail, food-service and other high-volume channels, using trade media, LinkedIn, webinars and account-based marketing. The fresh orange creative has also evolved into “The Famous Florida Orange,” which gives buyers a clear, memorable case for Florida oranges based on flavor, juiciness, versatility and the strength of the Florida name.
The next FCC Meeting will be held Oct. 28 at the FDOC in Bartow, Florida.
Learn more about the FDOC here.
Source: FDOC
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