Ian, GMOs and Marketing Discussed at Citrus Commission Meeting

Jim Rogers Florida Citrus Commission, hurricane, Marketing

Many media inquiries about Florida citrus following Hurricane Ian were addressed by Florida Department of Citrus marketing agency Edible. Alex Armentano of Edible told the Florida Citrus Commission during its October meeting that the agency worked closely with Florida Citrus Mutual and other partners to respond to media requests. Edible worked with partners to create materials and messaging and to …

Cold-Hardy Growers Learn About Fruit Sales

Jim Rogers Fresh, Marketing, sales

Growers in Florida’s central and southern citrus belts have long been familiar with ways to market and get paid for their fruit. But those elements of the citrus business are not so familiar in North Florida and South Georgia, where citrus is a relatively new enterprise for many. Some groves in that area are just being harvested for the first …

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 …

Changes to Florida Citrus Marketing Order Proposed

Jim Rogers Florida, Marketing, Regulation

The U.S. Department of Agriculture (USDA) announced proposed amendments to the Florida citrus marketing order. As recommended by the Florida Citrus Administrative Committee, changes would include reducing the size and quorum requirements of the committee and revising the nomination and selection processes of committee members. The requirement of allocating committee seats based on volume from each district would also be …

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 …

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 …

Are Finger Limes the ‘Next Big Thing?’

Jim Rogers Limes, Marketing

Will Florida finger limes be the “next big thing,” or will they show mediocre or poor performance in the commercial market? That’s a question two University of Florida Institute of Food and Agricultural Sciences (UF/IFAS) researchers hope to answer. Trent Blare and Fredy Ballen, both with the Tropical Research and Education Center in Homestead, discussed their work in a virtual …

Oak Leaves and Turnpike Signs

Jim Rogers HLB Management, Marketing, Research

Citrus growers Travis Murphy and Tom Thayer developed a formulation based on oak leaf extract that was observed to rejuvenate trees back to economic productivity. But the rejuvenation effects observed in the growers’ trials were not observed in field trials using a modified version of the formulation. U.S. Department of Agriculture (USDA) research geneticist Randall Niedz reported that result in …

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 …

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 …

OJ Marketing Success Highlighted at Peace River Meeting

Jim Rogers Marketing, Orange Juice

Members of Peace River Valley Citrus Growers Association gathered in Arcadia last week for their annual meeting and dinner. Updates were provided on association business, the state legislative session and citrus Extension activities. In addition, Samantha Lane, global marketing director for the Florida Department of Citrus (FDOC), gave an insightful presentation on consumer purchasing habits and how orange juice (OJ) …

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 …

What Motivates Beverage Consumers

Ernie Neff Marketing

What motivates food and beverage consumers was the focus of two market research experts presenting virtually at the recent International Citrus & Beverage Conference (ICBC). The ICBC was hosted by the University of Florida Institute of Food and Agricultural Sciences. One motivator is the desire to be stronger physically and emotionally, said Ed Koza, a senior marketing director with fragrance …

E-commerce and Social Media Lead Citrus Marketing

Ernie Neff Marketing

Two reports that a Florida Department of Citrus (FDOC) marketing executive presented recently show that social media and e-commerce have become major, effective tools for marketing citrus and other products. FDOC Director of Global Marketing Samantha Lane told the Florida Citrus Commission on Aug. 25 that the FDOC’s 2021-22 e-commerce campaign has so far driven more than $2.3 million in …

How to Build Consumer Trust

Ashley Robinson Marketing

Consumer trust in the food and beverage industry has decreased drastically, despite surging at the beginning of the COVID-19 pandemic. The 2021 Edelman Trust Barometer: Trust and the Food and Beverage Sector uncovers a 12-point decline in trust globally, the largest of any sector measured, following a major surge last spring. “People had high hopes and had real connections with …

Florida OJ: Getting the Message Right

Ernie Neff Marketing

Buying OJ (orange juice) isn’t a simple decision for the average busy American, Florida Citrus Commission Chairman Steve Johnson wrote in a recent message to members of the Florida citrus industry. He pointed out that there are dozens of choices in the beverage aisle, and hundreds of companies advertising. The answer to the question, “Why choose Florida OJ?” may be …

OJ Sales and Marketing Updates

Ernie Neff Marketing, Orange Juice

The Florida Citrus Commission in March received updates on recent orange juice (OJ) sales and Florida Department of Citrus (FDOC) marketing efforts. Marisa Zansler, director of the FDOC Economic and Market Research Department, presented the sales data. The FDOC Nielsen retail sales report showed year-over-year not-from-concentrate (NFC) OJ sales increased by 13.9% while reconstituted OJ sales increased by 5%. Average …

Influencers Push OJ Sales

Ernie Neff Marketing, Orange Juice

In a recent message to members of the Florida citrus industry, Florida Citrus Commission Chairman Steve Johnson focused on the role of social media influencers in promoting Florida orange juice. Johnson stated that partnerships with influencers on social media and in traditional media comprise what he called “a critical component” of the Florida Department of Citrus’ (FDOC) e-commerce marketing campaign. …

Keeping Consumers Engaged With Florida OJ

Ernie Neff Marketing

Florida Department of Citrus (FDOC) e-commerce activities have strongly aided orange juice (OJ) sales since January 2020, Jackie Hopkins with FDOC marketing agency Edible told the Florida Citrus Commission earlier this month. She reported the e-commerce program has reached $11.6 million in attributed sales of OJ with 513 million impressions and $5.24 return on ad spend (ROAS). ROAS is the …