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Below you'll find a list of all posts that have been categorized as “Marketing”
In 2023, at the request of Georgia citrus producers, the Georgia Agricultural Citrus Commission (Georgia Citrus Commission) was created under the Georgia Commodity Promotion Act. Under the Commodity Promotion Act, the Georgia Citrus Commission is allowed to create a marketing order that allows for collection of an assessment on marketed fruit. This marketing order was voted on and approved by …
A 2024 University of Florida (UF) study showed that demand for orange juice (OJ) would have declined by 8% without the awareness of Florida Department of Citrus (FDOC) promotional activities. The study estimated consumption would have decreased by an additional 75.7 million single-strength equivalent gallons — equal to roughly 13.7 million boxes of Florida processed oranges — without FDOC promotions. …
Crop production is only half the battle for citrus growers in the cold-hardy citrus region of North Florida, South Georgia and South Alabama. The other half is knowing where that crop is headed once it is harvested. Bill Barber, Ag Services LLC and Certified Crop Adviser, stressed to growers during a recent citrus meeting that they should have a marketing …
The Florida Department of Citrus’ (FDOC) 2024–25 orange juice (OJ) marketing program will be anchored by a refresh of the current Original Wellness Drink concept. The campaign — The True Original — will salute “originals” and encourage consumers to drink more Florida OJ. Learn here what the FDOC and its advertising agency mean by “originals.” The program will kick off …
Sunkist Growers, Inc. recently announced a partnership with National Breast Cancer Foundation, Inc. (NBCF) to raise awareness about breast cancer and provide resources to those impacted by the disease. “Through their (Sunkist) support, they will help us provide early detection, education and support services to women affected by breast cancer across the country,” said Candice Hensley, NBCF senior manager of …
An Alabama citrus grower credits the surging population in Baldwin County for his success at marketing his satsuma crop. In retirement, Craig Goolsby has established a small but effective citrus operation. He has approximately 360 mature trees and planted another 150 last year. Goolsby is hoping to continue a strategy that’s focused largely on local marketing. Goolsby says he’s blessed …
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 …
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. …
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 …
In a recent report on China, the U.S. Department of Agriculture’s Foreign Agricultural Service (USDA FAS) included sections titled “U.S. Citrus” and “Private Label Citrus – A New Trend in China.” Those sections are copied below. U.S. CITRUSU.S. citrus products enjoy a good reputation in the China market because of the premium quality and healthy benefits. Sunkist brand is well …
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 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 …
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) …
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 …
The Florida Department of Citrus (FDOC) 2023–24 global marketing plan for orange juice (OJ) focuses on continuing awareness and sales-driving activities to keep Florida OJ at the top of consumers’ minds. Karmen Johnson of FDOC marketing agency Edible told the Florida Citrus Commission (FCC) that the plan will continue to focus on primary shoppers and light and lapsed OJ buyers. …
The marketing order assessment rate for Texas oranges and grapefruit for 2022–23 and subsequent years will be reduced from 5 cents to 3 cents per 7/10-bushel carton. The reduction is the result of a final rule by the U.S. Department of Agriculture Agricultural Marketing Service (USDA AMS), which implemented a recommendation from the Texas Valley Citrus Committee. The rule’s effective …
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 …
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 …
The Florida Department of Citrus (FDOC) worked with Florida Citrus Mutual (FCM) and public relations agency Red Hill Strategies to manage media requests regarding crop forecasts and the impacts of hurricanes in 2022. The FDOC has also worked with FCM to develop a toolkit about the application of oxytetracycline in the fight against HLB. FDOC Director of Global Marketing Samantha Lane …
The Florida Department of Citrus (FDOC) is continuing to work on retail promotions with the Florida Department of Agriculture and Consumer Services in Pan-Europe, France and Canada. Katie Bruce, international marketing manager, told the Florida Citrus Commission (FCC) about those and other international efforts in December. The FCC serves as the governing board for the FDOC. The Canadian retail program …
