What Motivates Beverage Consumers

Ernie NeffMarketing

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 … Read More

E-commerce and Social Media Lead Citrus Marketing

Ernie NeffMarketing

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 … Read More

How to Build Consumer Trust

Ashley RobinsonMarketing

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 … Read More

Florida OJ: Getting the Message Right

Ernie NeffMarketing

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 … Read More

OJ Sales and Marketing Updates

Ernie NeffMarketing, 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 … Read More

Influencers Push OJ Sales

Ernie NeffMarketing, 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. … Read More

Keeping Consumers Engaged With Florida OJ

Ernie NeffMarketing

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 … Read More

FDOC on Global Marketing Efforts

Ernie NeffInternational, Marketing

A 25 percent tariff placed on Florida grapefruit in Europe has had some impact on retail supply, Florida Department of Citrus (FDOC) Director of Global Marketing Samantha Lane told the Florida Citrus Commission (FCC) in early February. The FCC is the FDOC’s governing board. Lane said the FDOC worked with the European industry to ensure Florida-loyal retailers continued to have … Read More

Fresh Florida Citrus Marketing Order Continued

Ernie NeffFresh, Marketing

The U.S. Department of Agriculture (USDA) recently announced that fresh citrus producers voted to continue the marketing order regulating the handling of oranges, grapefruit, tangerines and pummelos grown in Florida. The marketing order requires a continuance referendum be held every six years. In a referendum held Oct. 19 to Nov. 9, 2020, 99 percent of Florida producers, representing 94 percent … Read More

Potential OJ Marketing Order Leaves Growers Hesitant

Tacy CalliesMarketing, Orange Juice

Many Florida citrus growers are skeptical of the proposed federal marketing order for orange juice (OJ). The proposed marketing order would allow all U.S. fruit used in OJ and all OJ imports to be assessed to share in the cost of marketing. This federal order, however, poses some potential drawbacks for Florida juice orange growers. The U.S. Department of Agriculture … Read More

FDOC Promotion of OJ Benefits Growers

Tacy CalliesMarketing, Orange Juice

The Florida Department of Citrus (FDOC) e-commerce campaign to drive sales of 100 percent Florida orange juice (OJ) is nearing the halfway mark and continues to deliver strong results. As of Dec. 18, the e-commerce campaign reached 150 million impressions and $4.2 million in attributed sales of 100 percent OJ with a return on advertising spend of $5.45. Additionally, the … Read More

Marketing: What Citrus Can Learn From Avocados

Tacy CalliesMarketing

field hearings

Sales of avocados in the U.S. market have become one of the biggest produce success stories in the past two decades. During the recent Global Citrus Congress Live webinar event, John McGuigan, director of industry affairs for the Hass Avocado Board, presented a case study on how a mandatory sales levy has funded marketing programs and nutritional research that helped … Read More

Marketing OJ Amidst COVID-19

Tacy CalliesMarketing, Orange Juice

new york times

Each month, the Florida Department of Citrus (FDOC) and partner agency, Edible, dig deep into current consumer behaviors to gain insights on how messaging and marketing programs could be adapted for the greatest success. In a recent webinar, Kim McAndrews, senior vice president and food and beverage strategic planner for Edible, discussed the rapidly changing environment of COVID-19 and the … Read More

Advice for Cold-Hardy Citrus Growers

Ernie NeffMarketing

North Florida citrus growers who are new to the industry received some marketing advice and background information recently from Vero Beach grower and packer Dan Richey. He gave a presentation during a virtual annual meeting of the Cold Hardy Citrus Association on Sept. 23. Richey, president and CEO of Riverfront Packing, urged the growers to have a plan and to … Read More

Marketing North Florida Citrus

Ernie NeffMarketing

North Florida growers have planted several citrus groves in recent years. “A lot of those groves are starting to become productive,” Kevin Athearn said during a Sept. 23 Cold Hardy Citrus Association annual meeting, held virtually. Athearn, a regional specialized Extension agent, familiarized new citrus growers with some citrus terminology and suggested possible marketing strategies. “It’s important that we all … Read More

Industry Split on OJ Marketing Order

Ernie NeffMarketing

A Florida citrus Industry Review Committee has divergent opinions about a possible federal marketing order for orange juice (OJ), Florida Citrus Mutual CEO Mike Sparks reported after the group met last week. “There were some that wanted to roll up their sleeves and continue work. There were a couple of committee members that had heard enough” and didn’t want to … Read More

Citrus Represented on Federal Marketing Panel

Ernie NeffMarketing

Florida Citrus Packers

George Hamner says he intends to represent Florida citrus and “to also advocate for any Florida agricultural produce that I can” as a recent appointee to a federal marketing advisory committee. Hamner, of Indian River Exchange Packers, Inc., is one of 24 members of the U.S. Department of Agriculture’s (USDA) Fruit and Vegetable Industry Advisory Committee for 2020-22. “The committee’s … Read More

International Efforts to Market Florida Citrus

Ernie NeffMarketing

Samantha Lane, Florida Department of Citrus (FDOC) director of global marketing, recently discussed international marketing highlights for Florida citrus products during the 2019-20 season. CANADAIn Canada, highlights included fresh Florida orange programs with juicing demos in Ontario grocery stores. The programs resulted in a sales increase. Issues management work took place to educate registered dietitians on the health benefits of … Read More

OJ Federal Marketing Order Considered

Ernie NeffMarketing


The Indian River Citrus League (IRCL) recently reported on steps being taken to possibly create a federal marketing order for orange juice (OJ) to increase product demand. As background, the IRCL noted that the Citrus Administrative Committee (CAC) for decades has administered Federal Marketing Order 905 regulating the grade and size of fresh Florida citrus. The same order authorizes assessments … Read More