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 …

Let’s Talk About CUPS

Jim Rogers CUPS, Economics, Florida Department of Citrus

By Thomas H. Spreen Citrus under protective screen (CUPS) is a relatively new technology being adopted to help spur expansion of fresh citrus production in Florida. Large screen houses (approximately 10 acres) are constructed. In the current arrangement, several screen houses are located together to facilitate caretaking and harvest. Trees are planted at high densities (more than 300 trees per …

A Fruitful Partnership for Florida Growers

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

Florida Citrus Commission (FCC) Chairman Steve Johnson recently cited the partnership between the FCC and Florida Citrus Mutual as “a shining example of the synergy happening in our industry.” The FCC serves as the governing board of the Florida Department of Citrus (FDOC). Mutual is the state’s largest association of citrus growers. “The two entities, which at times have diverse …

Marketing Florida Orange Juice: Progress and Plans

Jim Rogers Florida Department of Citrus, Marketing, Orange Juice

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 …

Citrus Commission Learns About HLB-Tolerant Trees, Other Research

Jim Rogers Florida Department of Citrus, HLB Management, Research

At the Florida Citrus Commission meeting earlier this month, a federal scientist outlined an eight-step action plan for research and development of heirloom orange trees that appear to be tolerant to HLB. Brian Scully, director of the U.S. Department of Agriculture’s (USDA) Horticultural Research Laboratory, discussed the Donaldson and Tobias trees at USDA’s Whitmore Foundation Farm. A third tree is …

OJ Is Half of Household Juice Purchases

Jim Rogers Citrus, Florida Department of Citrus, Orange Juice

Orange juice (OJ) recently accounted for more than half of the fruit juice purchased by households, Florida Department of Citrus (FDOC) economist Marisa Zansler told the Florida Citrus Commission on March 16. Citing a report on the Household Purchase Dynamics in the Beverage Category, Zansler added that grapefruit juice represented only about 1.5% of fruit juice sales. All fruit juice …

Florida OJ Demand and Rising Food Prices

Jim Rogers Florida Department of Citrus, Orange Juice

By Marisa L. Zansler It’s been nearly two years since the COVID-19 pandemic first swept across the country. American households are still adapting to a new way of life that includes a shifting of work-life balance and a return to familiar routines such as family gatherings, travel and venturing outside of the home. INFLATION AND OJ AVAILABILITYAs this transition into …

Florida Grapefruit Promoted Globally

Jim Rogers Florida Department of Citrus, Grapefruit

Florida Citrus Commission Chairman Steve Johnson recently reported on efforts to promote Florida grapefruit around the world: “Florida grapefruit continues to be highly sought after throughout Asia and Europe. With many countries honoring February as National Grapefruit Month, this time of year is especially important in terms of marketing programs promoting the fruit to consumers. “In Canada, Florida grapefruit sampling …

Fruit and Vegetable Consumption Severely Lacking in U.S. Adults

Jim Rogers Florida Department of Citrus, Research

A new study published by the Centers for Disease Control and Prevention (CDC) found that only a small percentage of U.S. adults consume the recommended amount of fruits and vegetables. On average only 12% of U.S. adults meet fruit-intake and only 10% meet vegetable-intake recommendations outlined in the 2020-2025 Dietary Guidelines for Americans (DGA). Low intakes may put Americans at increased risk …

Florida OJ Videos Play in Airports

Jim Rogers Florida, Florida Department of Citrus, Orange Juice

The Florida Department of Citrus (FDOC) showed its “The Original Wellness Drink” videos about Florida orange juice (OJ) within major airports during the holiday season. These 15- and 30-second videos played throughout multiple markets via airports in Atlanta, Chicago, Dallas, Detroit, New York, Orlando, Tampa/Sarasota and Washington, D.C. The ads ran from Thanksgiving week through New Year’s Eve, targeting at …

citrus

OJ Sales Still Strong

Jim Rogers Florida, Florida Department of Citrus, Orange Juice, sales

Orange juice (OJ) sales remain strong, with the 2021 holiday period closing near 2016 levels, Florida Department of Citrus (FDOC) economist Marisa Zansler told the Florida Citrus Commission on Jan. 19. Total OJ volume movement for the holiday period ending Jan 1, 2022, was 37.9 million gallons, an increase of 2 million equivalent gallons compared to 2019. The gains are …

Targeting E-commerce to Drive Florida OJ Sales Higher

Jim Rogers Florida, Florida Department of Citrus, Orange Juice

As HLB has reduced Florida’s citrus crop, so too has the budget shrunk for the Florida Department of Citrus (FDOC). The agency charged with promoting the state’s signature crop is largely funded by fees based on citrus production. FDOC has been forced to look for creative ways to do more with less with its promotional budget. One tactic has been …

International Marketing Efforts for Florida Citrus

Ernie Neff Florida Department of Citrus, Marketing

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 …

Bigger Budget Approved for Florida Department of Citrus

Tacy Callies Florida Department of Citrus

On Oct. 27, the Florida Citrus Commission (FCC) approved a revised 2021–22 operating budget for the Florida Department of Citrus (FDOC) of $29 million. The FCC is the governing board of the FDOC, an executive agency of the Florida government charged with the marketing, research and regulation of the Florida citrus industry. The FCC voted to maintain the previous year’s …

Update on OJ Marketing Efforts

Ernie Neff Florida Department of Citrus

“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. …

Immunity Still a Consumer Priority

Ernie Neff Florida Department of Citrus

Consumers are continuing to seek out foods and beverages that provide immune support during the ongoing COVID-19 pandemic, Jackie Hopkins with Edible told the Florida Citrus Commission (FCC) at its Sept. 22 meeting. That search for immunity is a benefit to the orange juice (OJ) industry, since numerous reports indicate consumers link OJ to immunity. Edible is a marketing agency …

Promoting Florida Gift Fruit

Tacy Callies Florida Department of Citrus

The Gift Fruit Shippers Advisory Council (GFSAC) met virtually on Sept. 29 to discuss results of the 2020–21 season and develop plans for the upcoming season. In 2020–21, Florida Department of Citrus (FDOC) programs focused on communicating availability, quality, tradition, nutrition and Florida origin with consumers through social media and website activations to encourage purchases from Florida gift fruit shippers. …

E-commerce Works, ‘Even in Wauchula’

Ernie Neff Florida Department of Citrus

Florida Citrus Commission (FCC) Chairman Steve Johnson noted that as consumers continue to navigate life in a pandemic, growth of e-commerce shopping is expected to continue. “Even in Wauchula, Florida, Kroger delivery is taking hold,” Johnson wrote. Wauchula, with a population of about 5,000, is home to numerous citrus growers and grove workers. Johnson stated that the Florida Department of …

Hesperidin and Good Health Linked

Ernie Neff Florida Department of Citrus, Research

A new systematic review links hesperidin, a flavonoid found in oranges and 100% orange juice (OJ), to health benefits. However, more research is needed to further strengthen results.    The Florida Department of Citrus (FDOC)-funded review examined published studies relating to hesperidin in 100% OJ and its impact on several chronic conditions and other measurements. Those measurements included blood levels …