Gift Fruit Marketing Plan Set

Jim Rogers Florida Department of Citrus, Fresh, Marketing

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 …

Nurseries Approved for Expedited Propagation Program

Jim Rogers Florida Citrus Commission, Florida Department of Citrus, nurseries

The Florida Citrus Commission (FCC) on Aug. 24 approved agreements with 25 nurseries for the Program for Expedited Propagation of HLB Tolerant and Resistant Trees. The nurseries are: Agromillora Florida Inc. Ben Hill Griffin Inc. Blue Heron Nurseries LLC Brewer Citrus LLC Brite Leaf Citrus Nursery LLC Citrific Holdings Inc. CitriSun Nurseries LLC Cutrale Farms Inc. Dilley Citrus Nursery Inc. …

Florida Citrus Commissioners Reappointed

Jim Rogers Florida Citrus Commission, Florida Department of Citrus

Gov. Ron DeSantis on Aug. 5 announced the reappointment of the nine members of the Florida Citrus Commission. They are: CHRISTOPHER GROOMGroom is chief operating officer of Florida’s Natural Growers. He serves as vice president and treasurer of Florida’s Natural Growers Foundation. Groom earned his bachelor’s degree in economics and Hispanic studies from Northwestern University and his master’s degree in …

Non-Certified Donaldson Trees: Limited Availability for Growers

Jim Rogers Florida Department of Citrus, HLB Management

The Florida Department of Citrus’ Program for Expedited Propagation (PEP) of HLB-tolerant and resistant trees was conceived during the 2022 Florida legislative session following the discovery of the Donaldson tree among the collection at Whitmore Farms. The goal is to provide the resources needed to ramp up availability of Donaldson trees and others like it, so that growers interested in …

Expedited Tree Propagation Program Approved

Jim Rogers Florida Department of Citrus, HLB Management, nurseries

The Florida Citrus Commission (FCC) on July 20 approved the Florida Department of Citrus’ (FDOC) plan for implementation of the Program for Expedited Propagation of HLB Tolerant and Resistant Trees (PEP). The program’s goal is to provide resources needed to ramp up the availability of the apparently HLB-tolerant Donaldson tree and others like it. The FDOC received $1 million in …

HLB-Tolerant Tree Program Progressing

Tacy Callies Florida Citrus Commission, Florida Department of Citrus, HLB Management

The goal of an expedited tree propagation program is to have several million HLB-tolerant or HLB-resistant trees planted in the next several years. Greg Hodges, assistant director of the Florida Department of Agriculture’s Division of Plant Industry (DPI), said he believes that goal is attainable. Hodges and others presented the propagation plans to the Florida Citrus Commission (FCC) on July …

No Negative Cardiovascular Impacts for Children Drinking OJ

Jim Rogers Florida Department of Citrus, Orange Juice, Research

New research examining the cardiovascular health of young adults who consumed 100% orange juice (OJ) as children indicates no increased risk for high blood pressure or elevated blood lipid levels as a result. The research, published in the International Journal of Food Science and Nutrition, specifically looked at 100% OJ consumption during late childhood and early adolescence and its association …

orange juice

Barriers to Buying Orange Juice

Jim Rogers Florida Department of Citrus, Orange Juice

The Florida Citrus Commission (FCC) recently heard a report that 13% of consumers surveyed in June said the increased price of buying orange juice (OJ) is a barrier. Florida Department of Citrus (FDOC) Director of Economic and Market Research Marisa Zansler provided that information to the FDOC’s governing board. Zansler also reported that 5% of consumers said they were less …

Citrus Health Benefits Research Update

Jim Rogers Florida Department of Citrus, Research

Florida Department of Citrus-funded research into the health benefits of citrus products was among the highlights of a 2021–22 update the Florida Citrus Commission received in June. Rosa Walsh, director of scientific research at the department, provided the update. The update included three new publications on additional analyses of the Eurecat study on the impact of orange juice (OJ) and …

Grapefruit Juice Improves Women’s Arteries

Jim Rogers Florida Department of Citrus, Grapefruit, Research

A study examining the effects of 100% grapefruit juice reported that consumption led to lower vascular stiffness in women when compared to a control drink. Increased arterial stiffness is primarily a consequence of aging and has been associated with an increased risk of cardiovascular disease, including heart attack and stroke. Originally published in the American Journal of Clinical Nutrition, this randomized …

Preliminary Department of Citrus Budget Approved

Jim Rogers financial, Florida Citrus Commission, Florida Department of Citrus

The Florida Citrus Commission on June 15 approved a preliminary 2022–23 operating budget for the Florida Department of Citrus of $29.9 million. The preliminary budget includes $19.125 million in general revenue funding from the state of Florida for marketing, research and administration. The majority of the budget will fund domestic marketing programs aimed at driving sales of Florida orange juice (OJ). …

Orange Juice Sales ‘Remain Strong’

Jim Rogers Florida Department of Citrus, Marketing, Orange Juice

Florida Citrus Commission (FCC) Chairman Steve Johnson discussed strong orange juice sales in an email this month to members of the Florida citrus industry: “As prices continue to rise across the board for goods and services, many shoppers may find themselves buying not what they want but what they need. The key for us is making sure OJ remains on …

Inflation Impacts OJ Consumers

Jim Rogers Economics, Florida Department of Citrus, Orange Juice

Florida Department of Citrus (FDOC) economist Marisa Zansler discussed orange juice (OJ) volume movement and the potential impacts inflation may have on the category at the May 18 Florida Citrus Commission meeting. She also addressed the importance of ongoing marketing activities to support sales even as supply constraints continue. Inflation is persistently up across all goods, with shelter, food, airline …

Maintaining Demand for OJ Amid Supply-Shortage Concerns

Jim Rogers Florida Department of Citrus, Orange Juice

By Marisa L. Zansler Over the last 20 years, the Florida citrus industry has faced many challenges, from destructive diseases, hurricanes, production cost increases, and, now in 2022, the devastation of a winter freeze. As a result, Florida citrus production has declined considerably. During the 2021–22 season, there is a 26% decline in volume movement compared to the prior season. …

Discussing OJ Health Benefits With Dietitians

Jim Rogers Florida Department of Citrus, Orange Juice

For the first time since 2019, the Florida Department of Citrus (FDOC) connected face-to-face in late May with hundreds of registered dietitians to discuss the health benefits of Florida orange juice. Today’s Dietitian Spring Symposium included an opportunity to educate the dietitians at an exhibit booth and present recent research about the impact of 100% orange juice on inflammation and …

How OJ Will Be Marketed in 2022–23

Jim Rogers Florida Department of Citrus, Marketing, Orange Juice

The Florida Department of Citrus’ (FDOC) 2022–23 orange juice (OJ) marketing plan will have a few shifts in retail partners and tactics to help ensure Florida OJ remains top of mind. Karmen Johnson of Edible, the FDOC’s marketing agency, shared an overview of the 2022–23 strategic focus, audience insights and integrated communications plan with the Florida Citrus Commission on May …

Citrus Department Proposes Preliminary 2022–23 Budget

Jim Rogers financial, Florida Citrus Commission, Florida Department of Citrus

The Florida Department of Citrus (FDOC) in May proposed a preliminary 2022–23 operating budget of $31.4 million to the Florida Citrus Commission, its governing body. The 2021–22 operating budget was $29 million. Global marketing and public relations represent the bulk of the 2022–23 budget at $22.9 million, a 3.5% reduction from the previous season. The proposed orange budget will increase …

Program to Provide HLB-Tolerant Trees

Jim Rogers Florida Citrus Commission, Florida Department of Citrus, HLB Management

The Florida Citrus Commission (FCC) on May 18 received an update on a propagation program intended to quickly produce and commercialize trees showing tolerance or resistance to HLB disease, also known as citrus greening. The program will focus on the Donaldson tree and other escaped trees. The Donaldson is a tree at the U.S. Department of Agriculture’s Whitmore Farm that …

Citrus Marketing Tactics Discussed

Jim Rogers Florida Department of Citrus, Marketing

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

Jim Rogers Florida Department of Citrus, Marketing, Orange Juice

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 …