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 …

FDOC on Global Marketing Efforts

Ernie Neff International, 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 …

Fresh Florida Citrus Marketing Order Continued

Ernie Neff Fresh, 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 …

Potential OJ Marketing Order Leaves Growers Hesitant

Tacy Callies Marketing, 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 …

FDOC Promotion of OJ Benefits Growers

Tacy Callies Marketing, 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 …

field hearings

Marketing: What Citrus Can Learn From Avocados

Tacy Callies Marketing

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 …

new york times

Marketing OJ Amidst COVID-19

Tacy Callies Marketing, Orange Juice

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 …

Advice for Cold-Hardy Citrus Growers

Ernie Neff Marketing

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 …

Marketing North Florida Citrus

Ernie Neff Marketing

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 …