FDOC Preliminary Budget Approved

Ernie Neff Florida Department of Citrus

The Florida Citrus Commission (FCC) approved the Florida Department of Citrus’ (FDOC) preliminary operating budget of $29.12 million, an increase of $9.75 million from last season. The FCC serves as the governing board for the FDOC. Steve Johnson, FCC chairman, said the increased budget is largely due to the receipt of $17 million in general revenue funding from the state …

How the FDOC Will Use Extra Funding

Ernie Neff Florida Department of Citrus

With Gov. Ron DeSantis’ recent approval, the Florida Department of Citrus (FDOC) has $12 million in state funding for the 2021-22 season.  With the additional funding, the FDOC plans to expand its programs, reaching more consumers in order to drive sales of Florida orange juice (OJ). The FDOC will also increase marketing programs for fresh grapefruit, oranges and tangerines, similar …

FDOC Reveals Preliminary Budget

Ernie Neff Florida Department of Citrus

The Florida Department of Citrus (FDOC) on May 26 presented a preliminary 2021-22 operating budget of $18.095 million to its governing board, the Florida Citrus Commission (FCC). That is a 7% decrease from the previous season. The reduction reflects an expected reduction in crop size. Preliminary revenue is based on an estimate of 50 million boxes of Florida oranges, 4.2 …

Q&A With FDOC’s Shannon Shepp

Tacy Callies Florida Department of Citrus

Shannon Shepp, executive director of the Florida Department of Citrus (FDOC), answers several questions regarding her agency’s work, including efforts to market orange juice (OJ) and other Florida citrus products. She fields additional questions of interest to the citrus industry, including about demand for citrus products, foreign OJ imports, and industry challenges and opportunities. The FDOC is governed by the …

FDOC on Global Marketing Efforts

Ernie Neff International, Marketing

A 25 percent tariff placed on Florida grapefruit in Europe has had some impact on retail supply, Florida Department of Citrus (FDOC) Director of Global Marketing Samantha Lane told the Florida Citrus Commission (FCC) in early February. The FCC is the FDOC’s governing board. Lane said the FDOC worked with the European industry to ensure Florida-loyal retailers continued to have …

FDOC Update: OJ Sales, Supply and Demand

Tacy Callies Orange Juice

Shannon Shepp, executive director of the Florida Department of Citrus (FDOC), reports that total orange juice (OJ) sales are performing at 2016 levels. “In the four week-period ending Dec. 26, 2020, average year-over-year sales of total OJ increased 7.68 percent with nearly 37.39 million equivalent gallons sold, according to the latest Nielsen retail sales update,” Shepp says. “Volume sales of …

FDOC Promotion of OJ Benefits Growers

Tacy Callies Marketing, Orange Juice

The Florida Department of Citrus (FDOC) e-commerce campaign to drive sales of 100 percent Florida orange juice (OJ) is nearing the halfway mark and continues to deliver strong results. As of Dec. 18, the e-commerce campaign reached 150 million impressions and $4.2 million in attributed sales of 100 percent OJ with a return on advertising spend of $5.45. Additionally, the …

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FDOC Offers 2020-21 Citrus Season Outlook

Ernie Neff Economics

Florida Department of Citrus (FDOC) economist Marisa Zansler recently broke down the expected utilization of the 57 million boxes of oranges Florida is forecast to produce in the 2020-21 season. She also offered projections for utilization of grapefruit and specialty fruit, and made other economic projections in her outlook for the season. ORANGESAbout 96 percent of the orange crop is …

FDOC Efforts Successful in Moving More Juice

Tacy Callies Orange Juice

According to the Florida Department of Citrus (FDOC), sales of 100 percent orange juice (OJ) continue to show promising results. In the 4-week period ending Aug. 1, average year-over-year sales of total OJ increased 21 percent with 32.64 million equivalent gallons sold, per the latest Nielsen retail sales report. Sales of not-from-concentrate (NFC) OJ increased 27 percent for the period. …

Preliminary 2020-21 Budget Approved for FDOC

Tacy Callies Florida Citrus Commission

On June 17, the Florida Citrus Commission approved a preliminary 2020-21 operating budget for the Florida Department of Citrus (FDOC) of nearly $20 million. The FDOC’s total preliminary budget is $19.875 million with an overall budget increase over the previous season of about $4.2 million, largely due to an increase in general revenue funds. The budget includes an anticipated $5.65 million …

FDOC Shifts Money to Marketing

Tacy Callies Florida Citrus Commission

Florida Department of Citrus money unused because of the coronavirus pandemic will be directed toward increasing orange juice sales, as projections of this season’s citrus production have declined. The Florida Citrus Commission agreed Tuesday to add $277,000 to an ongoing digital ad campaign, with most of the money coming from employee travel plans that were halted because of the deadly …

FDOC E-Commerce Campaign Drives OJ Sales

Tacy Callies Market, Orange Juice

At the beginning of the year, the Florida Department of Citrus (FDOC) launched a new marketing campaign concentrated on driving sales of 100 percent orange juice. The effort includes targeted digital and social media ads that connect consumers directly with online retailers like Amazon, Walmart, Target and Instacart. The campaign emphasizes the role that 100 percent orange juice plays in …

FDOC

FDOC Beefs Up Promotions

Ernie Neff Florida Citrus Commission

At the guidance of state health officials in response to coronavirus (COVID-19), the Florida Citrus Commission met telephonically on March 18. At the meeting, commissioners voted to beef up Florida Department of Citrus (FDOC) efforts to promote Florida citrus products. “We agreed to allocate another $500,000 out of our fund balance for media enhancement to our current marketing and promotion …

FDOC

FDOC Orange Tax Unchanged

Ernie Neff Florida Citrus Commission

Florida orange growers will pay the Florida Department of Citrus (FDOC) a 7-cents-per-box tax in the current season for their juice oranges. After considering higher rates for months, the Florida Citrus Commission finally agreed to keep the existing 7-cent rate at its meeting on Nov. 20. The commission did, however, indicate its willingness to spend up to an additional $2 …

FDOC Tax Rate Still Under Debate

Ernie Neff Florida Citrus Commission

The Florida Citrus Commission continues to discuss the current season budget and grower tax rates for the Florida Department of Citrus (FDOC). Commission Chairman Ellis Hunt said Wednesday there is “a good possibility” the commission will set the budget and tax rates at a Nov. 20 meeting. In normal years, the budget and tax rates are set by the end of …

FDOC Budget and Rates: More Info Sought

Ernie Neff Florida Citrus Commission

The Florida Citrus Commission (FCC), governing board of the Florida Department of Citrus (FDOC), is still seeking information before setting grower taxes and a budget for this season. The FCC held the latest in a series of marketing and budget workshops Oct. 18. At the most recent workshop, FDOC Executive Director Shannon Shepp asked commissioners if they could offer an …

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Sparks on Forecast, FDOC Taxes

Ernie Neff Crop Forecast

Florida Citrus Mutual Executive Vice President/CEO Mike Sparks weighs in on the recent Florida citrus crop forecast and explains why Mutual currently opposes a Florida Department of Citrus tax increase. “I have mixed emotions on the crop estimate,” Sparks says. “The 74 million boxes (of oranges) is good news. It shows that the industry’s starting to recover.” On the other …

orange juice

FDOC Response to Cancer Study

Daniel Cooper Citrus, Diseases, Industry News Release, Research

A new study suggesting a link between sugary drink consumption, including 100% fruit juice, and increased cancer risk was recently published in a medical journal. The study has spurred a series of news media stories. Researchers of the study, who are based in France, assessed the associations between the consumption of sugary drinks (sugar sweetened beverages and 100% fruit juices), …

FDOC: Budget and Mission for Next Season

Ernie Neff Florida Citrus Commission

The Florida Citrus Commission approved a preliminary 2018–19 budget of $17.645 million dollars for the Florida Department of Citrus (FDOC). FDOC Executive Director Shannon Shepp discusses the budget and the department’s mission. “We have a net increase in the budget of about $409,000” compared to the current 2017–18 budget, Shepp says. She notes that about half of the funding will …