The Florida Citrus Commission (FCC) on March 20 expressed its intent to hire a new marketing agency for the Florida Department of Citrus (FDOC). The FCC, which governs the FDOC, voted to give FDOC staff approval to post the intent to award Padilla the marketing business and pursue contract negotiations with them. Padilla would replace current FDOC agency Edible Inc. …
Georgia Growers to Vote on Marketing Order to Fund Research
Georgia’s citrus industry started with the help of University of Georgia (UGA) Extension. Research assistance from UGA could help the industry flourish. Georgia citrus growers will have an opportunity to vote on a marketing order that will help fund potential research, explains Ken Corbett, chairman of the Georgia Agricultural Commodity Commission for Citrus Fruits and a producer at Corbett Brothers …
Florida Juice Prices and Marketing Focus
At the Jan. 17 Florida Citrus Commission (FCC) meeting, Florida Department of Citrus (FDOC) Director of Economic and Market Research Marisa Zansler reported on price increases for orange juice (OJ) and grapefruit juice. Nielsen data for the period ending Dec. 2, 2023 showed: Zansler reported that the average increase in grapefruit juice price year-over-year is 4.27%, somewhat in line with …
Florida Citrus Marketing Order Amended
The U.S. Department of Agriculture (USDA) is amending the Florida Citrus Marketing Order for fresh citrus to reduce membership of the Florida Citrus Administrative Committee (CAC) and to update quorum requirements. Other amendments to the marketing order include: CAC recommended these changes to help fulfill membership and quorum requirements and ensure a more efficient and orderly flow of business. Authority …
Florida Growers Vote to Amend Federal Marketing Order
Florida citrus producers voted to amend the federal marketing order regulating the handling of oranges, grapefruit, tangerines and pummelos grown in Florida, the U.S. Department of Agriculture (USDA) announced on Aug. 29. In a referendum held April 1–May1, all amendments met the requirement of being favored by two-thirds of the producers voting or by two-thirds of the volume represented. The …
Citrus Commission Chairman: Marketing Programs Work
Florida Citrus Commission (FCC) Chairman Steve Johnson recently shared his thoughts on the Florida Department of Citrus’ (FDOC) marketing programs. “As the budget has decreased over the past couple of years, and into next year, the FCC has placed a stronger emphasis on the need for the FDOC to utilize data to track their programs,” said Johnson. “Performance has played …
Fuller Is New FDOC Marketing Director
The Florida Department of Citrus (FDOC) announced the hiring of John Fuller as global marketing director. He has more than 20 years of experience in sports and entertainment, including athlete representation in marketing, public relations and philanthropic endeavors. “I’m excited to enter the citrus industry to help meet marketing goals and work with my team to create innovative programs, both …
Pummelos Exempted From Florida Marketing Order
The U.S. Department of Agriculture’s Agricultural Marketing Service (AMS) on March 9 announced a change to the Florida citrus marketing order that exempts pummelos from all marketing order requirements. The change was made at the recommendation of the Citrus Administrative Committee (CAC), which administers the order. The committee, comprised primarily of growers and handlers of fresh citrus, made the recommendation …
Florida Growers to Vote on Marketing Order Amendments
The U.S. Department of Agriculture (USDA) will conduct a referendum April 3–May 1 on proposed amendments to the federal marketing order regulating the handling of oranges, grapefruit, tangerines and pummelos grown in Florida. Notice of the referendum was published in the Federal Register on Jan. 18, 2023. The proposed amendments would include reducing the size and quorum requirements of the …
PIECES OF THE PAST: A Tall Tale in the Name of Marketing
By Brenda Eubanks Burnette I came across a gift fruit brochure for Pioneer-Chester Groves, which had an interesting story on the inside cover regarding the history of the company. The story, by Dr. Bob (Schlernitzauer), is as follows: “Back in the days when the land along the Indian River was nothing but jungle, and the white settlers were few, a …
Ian, GMOs and Marketing Discussed at Citrus Commission Meeting
Many media inquiries about Florida citrus following Hurricane Ian were addressed by Florida Department of Citrus marketing agency Edible. Alex Armentano of Edible told the Florida Citrus Commission during its October meeting that the agency worked closely with Florida Citrus Mutual and other partners to respond to media requests. Edible worked with partners to create materials and messaging and to …
Gift Fruit Marketing Plan Set
The Gift Fruit Shippers Advisory Council on Sept. 22 agreed with a Florida Department of Citrus (FDOC)-recommended marketing program that includes driving consumers to the Florida Gift Fruit website. The program will begin in early November and conclude in mid-February with a strong focus on gift-giving messaging. This will come to life through social channels via organic and paid social …
Changes to Florida Citrus Marketing Order Proposed
The U.S. Department of Agriculture (USDA) announced proposed amendments to the Florida citrus marketing order. As recommended by the Florida Citrus Administrative Committee, changes would include reducing the size and quorum requirements of the committee and revising the nomination and selection processes of committee members. The requirement of allocating committee seats based on volume from each district would also be …
PIECES OF THE PAST: A Commanding Leader in Citrus Marketing
By Brenda Eubanks Burnette The youngest child of John Wesley Commander Jr., Charles Clements Commander was born on Jan. 23, 1886, in Dawson, Georgia. At the age of 13, he began working as a water boy and a hand in a sawmill until the family relocated to the city of Terra Ceia in Manatee County, Florida, in 1903. Commander became …
Citrus Marketing Tactics Discussed
Several of the approximately 30 participants in an April 29 webinar about citrus marketing tactics confirmed a presenter’s assertion that online shopping has become hugely popular. Speaker Chip Bates, executive vice president of Edible, the marketing agency for the Florida Department of Citrus (FDOC), said a majority of consumers would rather shop online than in a store. After making that …
Inflation Considered in OJ Marketing
The Florida Department of Citrus (FDOC) is exploring ways to entice consumers to buy orange juice (OJ) in the face of inflation, Florida Citrus Commission Chairman Steve Johnson stated recently. He reported that the FDOC is “analyzing how inflation may impact consumers in the months ahead and exploring which marketing activities may help ensure Florida orange juice remains in carts …
Marketing Florida Orange Juice: Progress and Plans
Florida Department of Citrus (FDOC) staff and members of the FDOC’s marketing firm, Edible, told the Florida Citrus Commission (FCC) on March 16 about recent marketing Florida orange Juice successes and plans for 2022–23. Karmen Johnson of Edible provided an update on current marketing activities. The e-commerce program includes a collaboration with Kroger and Pinterest that targeted more than 580,000 …
OJ Marketing Success Highlighted at Peace River Meeting
Members of Peace River Valley Citrus Growers Association gathered in Arcadia last week for their annual meeting and dinner. Updates were provided on association business, the state legislative session and citrus Extension activities. In addition, Samantha Lane, global marketing director for the Florida Department of Citrus (FDOC), gave an insightful presentation on consumer purchasing habits and how orange juice (OJ) …
International Marketing Efforts for Florida Citrus
The Florida Department of Citrus (FDOC) described its 2020-21 international marketing efforts at last month’s meeting of the Florida Citrus Commission, which governs the FDOC. Katie Bruce, international marketing manager, discussed the FDOC’s past-year programs in the United Kingdom (UK), France, Japan, South Korea and Canada for fresh grapefruit and orange juice. Bruce also presented an overview of preliminary 2021-22 …
Update on OJ Marketing Efforts
“From research to sales, there’s momentum and a feeling of energy in the air,” Florida Citrus Commission Chairman Steve Johnson wrote in a recent email to members of the Florida citrus industry. His update focused on Florida Department of Citrus (FDOC) orange juice (OJ) marketing efforts. The Florida Citrus Commission is the governing board of the Florida Department of Citrus. …