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Below you'll find a list of all posts that have been categorized as “Florida Department of Citrus”
The world of advertising and promotion is changing fast in the digital age now driven by artificial intelligence (AI). The way people seek information has shifted as AI integrates into the internet. This presents opportunities and challenges for marketers, including the Florida Department of Citrus (FDOC). The FDOC’s mission is to drive more consumption of orange juice and fresh fruit. …
By Marisa L. Zansler The 2026–27 Florida citrus season is about to begin, making it an appropriate time to assess the outlook and consumer demand for Florida’s orange, grapefruit and specialty citrus production. For much of the past decade, industry conversations about what lies ahead for Florida citrus have, understandably, centered on its production challenges. The grip of citrus greening, …
For years, conversations surrounding Florida citrus have often centered on challenges: HLB, hurricanes, freezes and shrinking production. But today, there is a different feeling taking hold across the industry. That renewed sense of optimism will be on full display at the Citrus & Specialty Crop Expo Aug. 12–13 in Fort Myers, where the Florida Department of Citrus (FDOC) is returning …
Shannon Shepp, Florida Department of Citrus executive director, recently discussed the renewed sense of optimism being felt in the Florida citrus industry due to recent positive developments. INCREASED CITRUS PRODUCTION One of the reasons for optimism is the U.S. Department of Agriculture’s final citrus forecast for the 2025–26 season. Despite weathering another challenging season, including damaging freezes, Florida orange production …
A Florida Citrus Commission (FCC) meeting was held on June 10 at the Florida Citrus Industry Annual Conference in Bonita Springs. At the meeting, Florida Department of Citrus (FDOC) Executive Director Shannon Shepp reported that the FDOC’s True Original campaign for orange juice (OJ), along with marketing agency Padilla, recently received the Best of Show award from the National Agri-Marketing …
Marisa Zansler, Florida Department of Citrus (FDOC) director of economic and market research, reported on citrus economic issues at the June Florida Citrus Commission meeting. Her report included consumer perceptions and intentions. ORANGE JUICE Zansler’s reported findings regarding orange juice (OJ) included: FRESH FRUIT Zansler shared the following findings regarding fresh Florida citrus: Source: FDOC Sponsored ContentTake Advantage of Rising …
The Florida Citrus Commission (FCC) met virtually on May 29 to allocate legislatively authorized state general revenue funds for Florida Department of Citrus (FDOC) marketing. The FCC, whose members are appointed by Florida’s governor, is the board that oversees the FDOC. After the FCC previously met on May 20, the Florida Legislature concluded its work on a budget that designates …
The Florida Citrus Commission (FCC) on May 20 approved a $250,000 contract with Visit Florida to continue providing free orange juice at Florida welcome centers on interstate highways. The FCC serves as the governing board for the Florida Department of Citrus (FDOC), which performs marketing, research and regulatory functions for the state’s citrus industry. Visit Florida, the state’s official destination …
The Florida Department of Citrus (FDOC) presented marketing plans for the 2026–27 season at the May 20 meeting of the Florida Citrus Commission (FCC). The FCC serves as the FDOC’s governing board. ORANGE JUICE Florida orange juice will continue to be positioned as the original wellness drink. The marketing effort will be aimed at juice consumers and health professionals. The …
The Florida Citrus Packers (Packers) trade association has asked the Florida Department of Citrus (FDOC) to consider utilizing more of its Florida general revenue marketing dollars to promote fresh citrus from Florida. The request was made in an April 17 letter. The association, which represents packers of fresh Florida citrus, asked the FDOC to recognize that a greater percentage of …
Steve Johnson, who was reappointed chairman of the Florida Citrus Commission (FCC) in January, recently declared that “100% orange juice (OJ) remains king of the fruit juice category.” Johnson cited information from Florida Department of Citrus (FDOC) Director of Economic and Market Research Marisa Zansler about how the beverage category shifted in 2025 compared to the previous year. Despite Johnson …
The Florida Citrus Commission’s (FCC) Global Marketing Committee on March 18 reported on several Florida Department of Citrus (FDOC) marketing efforts. FLORIDA ORANGE JUICE The committee reported that attributed Florida orange juice (OJ) sales have reached $36.15 million to date with 2.73 million units sold, exceeding the attributed sales goal of $35 million. To further advance the True Original campaign, …
The Florida Citrus Commission (FCC) on March 18 responded affirmatively to citrus industry requests for increased marketing allocations for domestic fresh citrus and for limited promotions in some export markets. The FCC is the governing board for the Florida Department of Citrus (FDOC). DOMESTIC FRESH CITRUS The FDOC reported that a request from Florida Citrus Mutual for allocating more of …
By Marisa Zansler Over the past year, there has been a discreet change occurring in the orange juice (OJ) aisle amid supply shortages. Some of the familiar OJ cartons have changed, not in name but in composition. With Florida’s smaller crop and limited global OJ supplies, Florida’s processors have stretched that limited supply by offering more products that blend OJ …
The Florida Department of Citrus (FDOC) global marketing team recently provided an update on consumer trends, dietary guidelines and FDOC marketing programs. CAUTIOUS CONSUMERS The team reported that consumer sentiment is stuck at historic lows, producing a cautious and concerned U.S. consumer. That has resulted in what the team called the “uncommitted shopper.” Essentially, shopping began to shift in 2025 …
The Florida Citrus Commission (FCC) on Jan. 21 received updates on citrus industry economic issues and appointed a chair and vice-chair. The FCC, whose members are appointed by Florida’s governor, is the governing board for the Florida Department of Citrus (FDOC). ORANGE JUICE (OJ)OJ retail sales trends for the four-week period through Dec. 27, 2025 show the price per …
The Florida Citrus Commission’s (FCC) Global Marketing Committee in December provided an update on all Florida Department of Citrus (FDOC) marketing programs. The FCC, appointed by Florida’s governor, is the FDOC’s governing board. ORANGE JUICE Marketing programs for orange juice (OJ) included ongoing activities with the Tampa Bay Lightning and a media event held in New York City on Dec. …
The Florida Citrus Commission (FCC) on Oct. 22 adopted a revised $23.4 million 2025–26 budget for the Florida Department of Citrus (FDOC). The FDOC budget is funded in part by a tax on each box of fruit growers produce. That tax will remain unchanged from last year, as follows: The FCC also received updates on several issues affecting the Florida …
The Florida Citrus Commission (FCC) on Oct. 22 temporarily eased maturity standards for processed oranges and processed grapefruit. The Florida Citrus Processors Association and Florida Citrus Mutual requested the changes, which were enacted by emergency rulemaking. The Florida Department of Citrus (FDOC), which the FCC governs, reported the maturity standard changes and the dates they are in effect. ORANGES For …
Florida Citrus Commission (FCC) Chairman Steve Johnson recently cited ways the Florida Department of Citrus (FDOC) has been helping keep momentum going for Florida citrus. During the Sept. 23–26 International Citrus and Beverage Conference, Marisa Zansler (FDOC director of economic and market research) gave a citrus outlook and marketing update to key stakeholders in the beverage market. The overarching message …
