og

‘OG’ to Promote Florida OJ

Daniel CooperFlorida Department of Citrus, Marketing, Orange Juice

A new Florida Department of Citrus (FDOC) ad campaign is likely to use the term “OG” extensively, according to new FDOC marketing agency Padilla Speer Beardsley, Inc. So, what does “OG” mean? Michelle Amoroso of Padilla explained that an OG is someone who is an original or originator, highly regarded and respected. She added that OGs are the paradigm; they …

food prices

Sustaining Citrus in the Face of Rising Food Prices

Daniel CooperEconomics, Florida Citrus Commission, Florida Department of Citrus

The Florida Department of Citrus (FDOC) Consumer Orange Juice Tracker shows that consumers are increasingly reporting changes in their food shopping behaviors in response to rising food prices. From 2018 to 2024, the percentage of consumers who reported no change in their shopping behaviors has consistently decreased, dropping from 21% in 2018 to an estimated 18% in 2024. In contrast, …

production

Worldwide Orange and OJ Production Declining

Daniel CooperFlorida Citrus Commission, Florida Department of Citrus, Production

Continuing low orange production in Florida has left Florida processors relying significantly on imports to meet the ongoing demand for orange juice (OJ), the Florida Citrus Commission (FCC) was told in June. Economist Marisa Zansler told the FCC that world juice availability is expected to decrease in the 2024–25 season, influenced by the decline in Brazilian production and reduced inventory …

agency

FDOC Gets New Agency and Discusses Budget

Daniel CooperFlorida Department of Citrus

It’s now official that the Florida Department of Citrus (FDOC) will have a new agency for consumer marketing, media relations and issues management starting July 1. The Florida Citrus Commission (FCC), the FDOC’s governing board, approved contracts with Padilla Speer Beardsley, Inc. on May 9. The new contracts are for two years with three optional one-year renewals.  Padilla Speer Beardsley, …

citrus juice sales

Citrus Juice Sales Continue to Decline

Daniel CooperFlorida Department of Citrus, Orange Juice

At its May 9 meeting, the Florida Citrus Commission (FCC) learned how much retail sales of citrus juice continue to decline. Florida Department of Citrus (FDOC) Director of Economic and Market Research Marisa Zansler reported on the period ending April 20. Orange juice (OJ) sales were down by 11.6%, and grapefruit juice sales were down by 9%. For the fourth …

destination dupes

Destination Dupes, Simpler Times and Grower Assessments

Daniel CooperFlorida Citrus Commission, Florida Department of Citrus

The March 20 Florida Citrus Commission (FCC) meeting provided some education about destination dupes for people who aren’t constantly in the social media loop. It looked at how Florida orange juice (OJ) can invoke simpler times and provided a preview of likely Florida Department of Citrus (FDOC) grower tax assessments for the 2024–25 citrus season. DESTINATION DUPES John Fuller, director …

marketing agency

New Marketing Agency Likely for Department of Citrus

Daniel CooperFlorida Citrus Commission, Florida Department of Citrus, Marketing

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. …

challenges

Supply Challenges and Demand Solutions

Daniel CooperEconomics, Florida Department of Citrus

By Marisa L. Zansler The landscape of the Florida citrus industry has undergone significant transformations throughout its history. Over the past decade, it has faced substantial challenges in both supply and demand. Florida orange juice (OJ) production dropped by 85%, from 615 million gallons in the 2013–14 season to an estimated 94 million gallons in 2023–24. Even as imports increased …

CRAFT program

Update on Florida’s CRAFT Program

Daniel CooperCRAFT, Florida Department of Citrus

Florida’s Citrus Research and Field Trial (CRAFT) board of directors recently approved a slate of Cycle 5 solid set Program for Expedited Propagation (PEP) projects following recommendations from the Technical Working Group. Eleven projects totaling 455 acres were approved. Projects will focus on comparisons of five scions (Parson Brown, Roble, Carney 2, Carney 3 and Donaldson) on the same rootstock. …

marketing agency

Florida Juice Prices and Marketing Focus

Daniel CooperFlorida Department of Citrus, Marketing, Orange Juice

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 …

Updates on FDOC Research Projects

Tacy CalliesFlorida Citrus Commission, Florida Department of Citrus, Research

Florida Citrus Commission (FCC) members on Jan. 17 heard an update on one recent Florida Department of Citrus (FDOC) scientific research project and learned about some future research plans. Rosa Walsh, FDOC director of scientific research, presented the information. PROGRAM FOR EXPEDITED PROPAGATIONWalsh reported that the 2022–23 Program for Expedited Propagation of HLB Tolerant and Resistant Trees was successful. She …

Brazilian

Economist Provides Brazilian Citrus Update

Daniel CooperBrazil, Economics, Florida Department of Citrus

Agriculture is the driving force in the Brazilian economy, and Brazil is a leading food supplier to the global market, economist Marisa Zansler told the Florida Citrus Commission (FCC) at its last meeting. Zansler is director of economic and market research at the Florida Department of Citrus (FDOC). She visited Brazil in August and provided the FCC with an update …

Returns From OJ Promotions Projected

Josh McGillFlorida Department of Citrus

Florida Department of Citrus (FDOC) promotions of orange juice (OJ) are projected to have produced a $2.23 return on investment for each dollar Florida producers paid to support the promotions, a University of Florida (UF) economist reported. Lisa House, UF professor and chair of the UF Food and Resource Economics Department, made that projection in a virtual presentation on Nov. …

Citrus Recovery Program Funding Allocated

Josh McGillFlorida Citrus Commission, Florida Department of Citrus

Several scientific projects to be funded with $2 million the Florida Department of Citrus (FDOC) received from the state’s Citrus Recovery Program were approved by the Florida Citrus Commission (FCC). The Citrus Recovery Program funds came from the Florida Legislature this year. The funded projects include: Also utilizing funds from the Citrus Recovery Program, the FCC approved almost $1.05 million …

Strong Support for Plant Transformation Center

Josh McGillBreeding, Florida Citrus Commission, Florida Department of Citrus

The Florida Citrus Commission (FCC) approved almost $1.05 million to support a University of Florida Plant Transformation Center that will develop methodologies and technologies to improve HLB resistance and tolerance in citrus. The approval followed an overview of the center presented by Scott Angle, University of Florida (UF) senior vice president for agriculture and natural resources, who oversees the UF …

Florida Department of Citrus Budget and Tax Rates Set

Josh McGillFlorida Citrus Commission, Florida Department of Citrus

The Florida Citrus Commission (FCC) on Oct. 25 set the Florida Department of Citrus (FDOC) budget and grower assessment rates for the 2023–24 season. The FDOC budget will be $23.239 million, about $6.5 million less than the 2022–23 budget of $29.795 million. It includes administrative and support services of $2.153 million, a general revenue service charge of $222,000, a research …

Social Media to Promote Florida Gift Fruit

Josh McGillFlorida Department of Citrus, Fresh

The majority of the Florida Department of Citrus’ (FDOC) $58,200 budget for gift fruit marketing in 2023–24 will fund promoted social media content. FDOC Global Marketing Manager Katelynn Long told the Gift Fruit Shippers Advisory Council Oct. 11 that the budget also includes influencer partnerships, media relations releases and content development and administration. Long said the FDOC plans to focus …

Department of Citrus Discusses Priorities for Research Funds

Josh McGillFlorida Citrus Commission, Florida Department of Citrus, Research

The Florida Department of Citrus held a research and budget workshop on Oct. 4. Rosa Walsh, director of scientific research, presented an overview of the general funds received for research this fiscal year along with several possibilities for use of these funds for feedback from the Florida Citrus Commission (FCC). Walsh reported that $1.65 million was received in general revenue …

Telling the World About Florida Citrus

Josh McGillFlorida Department of Citrus, Marketing

A delegation from Japan’s Yamano & Associates recently visited Florida to meet with exporters and get an inside look at the future of the Florida citrus industry. That visit led Florida Citrus Commission (FCC) Chairman Steve Johnson to write the following commentary about the importance of Florida citrus worldwide:  The company (Yamano) has been the Florida Department of Citrus’ (FDOC) …

Japanese Agency Tours Florida Citrus Industry

Josh McGillFlorida Department of Citrus, Grapefruit, International

Yamano & Associates, Florida Department of Citrus (FDOC) partner agency in Japan for over 40 years, recently concluded an educational tour in Florida, continuing its efforts to explore and engage with key individuals in the Florida citrus industry. The two-day tour provided the agency with a unique opportunity to closely observe the operations and processes involved in the Florida citrus …