Below you'll find a list of all posts that have been categorized as “Marketing”
Fruitnet Citrus Congress 2026 will assemble growers, exporters, importers, retailers, breeders, technology providers and other industry specialists to address fresh citrus marketing Nov. 24–25 in Valencia, Spain. At the heart of this year’s program is an international panel bringing together players from Egypt, Morocco, Turkey, Spain and South Africa. As new suppliers claim a greater share of the European market, …
Florida Department of Citrus (FDOC) staff and members of the FDOC’s marketing agency recently presented plans for the November 2026 to February 2027 gift fruit shipping season. Their plan is called the Florida Citrus Gifting Campaign. The marketing plan was presented during a virtual meeting of the Florida Citrus Commission’s (FCC) Florida Gift Fruit Shippers Advisory Council. The 2026–27 gift …
A referendum will be conducted among eligible Florida citrus producers to determine whether they favor continuance of the marketing order regulating the handling of oranges, grapefruit, tangerines and pummelos produced in Florida. The referendum to be conducted from Oct. 19 through Nov. 9 is directed by the U.S. Department of Agriculture Agricultural Marketing Service (USDA AMS). Only current Florida citrus …
Florida Department of Citrus (FDOC) Director of Economic and Market Research Marisa Zansler on Sept. 16 provided an economic wrap-up of the 2025–26 citrus season. This included the benefits of FDOC promotion of orange juice (OJ). Zansler said the 2025–26 citrus season showed several areas of improvement despite continued supply constraints. Florida citrus production increased, OJ yields improved and fresh …
The Florida Department of Citrus’ (FDOC) global marketing team on Sept. 16 told the Florida Citrus Commission (FCC) about media activity and shared future social media plans. The FCC is the FDOC’s governing board. CITRUS IN THE MEDIA The team reported strong momentum for Florida citrus in the media, with consumers and across the industry. It shared a media audit …
The world of advertising and promotion is changing fast in the digital age now driven by artificial intelligence (AI). The way people seek information has shifted as AI integrates into the internet. This presents opportunities and challenges for marketers, including the Florida Department of Citrus (FDOC). The FDOC’s mission is to drive more consumption of orange juice and fresh fruit. …
A Florida Citrus Commission (FCC) meeting was held on June 10 at the Florida Citrus Industry Annual Conference in Bonita Springs. At the meeting, Florida Department of Citrus (FDOC) Executive Director Shannon Shepp reported that the FDOC’s True Original campaign for orange juice (OJ), along with marketing agency Padilla, recently received the Best of Show award from the National Agri-Marketing …
The Florida Citrus Commission (FCC) met virtually on May 29 to allocate legislatively authorized state general revenue funds for Florida Department of Citrus (FDOC) marketing. The FCC, whose members are appointed by Florida’s governor, is the board that oversees the FDOC. After the FCC previously met on May 20, the Florida Legislature concluded its work on a budget that designates …
The Florida Citrus Commission (FCC) on May 20 approved a $250,000 contract with Visit Florida to continue providing free orange juice at Florida welcome centers on interstate highways. The FCC serves as the governing board for the Florida Department of Citrus (FDOC), which performs marketing, research and regulatory functions for the state’s citrus industry. Visit Florida, the state’s official destination …
The Florida Department of Citrus (FDOC) presented marketing plans for the 2026–27 season at the May 20 meeting of the Florida Citrus Commission (FCC). The FCC serves as the FDOC’s governing board. ORANGE JUICE Florida orange juice will continue to be positioned as the original wellness drink. The marketing effort will be aimed at juice consumers and health professionals. The …
The Citrus Administrative Committee (CAC) is seeking nominations for new committee members and alternates to serve two-year terms from August 2026 to August 2028. Nominations for members and alternate members will be submitted within an official nomination meeting. This meeting will be held via Zoom on April 16 at 1:30 p.m. A chairman and secretary will be elected to manage …
The Florida Citrus Commission’s (FCC) Global Marketing Committee on March 18 reported on several Florida Department of Citrus (FDOC) marketing efforts. FLORIDA ORANGE JUICE The committee reported that attributed Florida orange juice (OJ) sales have reached $36.15 million to date with 2.73 million units sold, exceeding the attributed sales goal of $35 million. To further advance the True Original campaign, …
The Florida Department of Citrus (FDOC) global marketing team recently provided an update on consumer trends, dietary guidelines and FDOC marketing programs. CAUTIOUS CONSUMERS The team reported that consumer sentiment is stuck at historic lows, producing a cautious and concerned U.S. consumer. That has resulted in what the team called the “uncommitted shopper.” Essentially, shopping began to shift in 2025 …
By J. Scott Angle, jangle@ufl.edu, @IFAS_VP Our job at the University of Florida Institute of Food and Agricultural Sciences (UF/IFAS) is to help you make money. Since HLB is the biggest threat to your bottom line, it’s at the top of our research agenda. We continue to seek scientific solutions to anything else that threatens your livelihood — other diseases, …
The Florida Citrus Commission’s (FCC) Global Marketing Committee in December provided an update on all Florida Department of Citrus (FDOC) marketing programs. The FCC, appointed by Florida’s governor, is the FDOC’s governing board. ORANGE JUICE Marketing programs for orange juice (OJ) included ongoing activities with the Tampa Bay Lightning and a media event held in New York City on Dec. …
On Sept. 30, the Gift Fruit Shippers Advisory Council (GFSAC) held a planning meeting to review and approve marketing activities for the 2025–26 gift fruit shipping season. LAST SEASON Before sharing the recommended strategies for the coming season, Florida Department of Citrus (FDOC) Global Marketing Director Katelynn Long gave a presentation on the previous year’s important milestones and successes. “Last …
The U.S. Department of Agriculture Agricultural Marketing Service (USDA AMS) is seeking public comments on its proposal to revise the U.S. standards for lemons. SEEDLESS DEFINITION USDA AMS proposes amending the standards to add a definition for the term “seedless lemons.” This new definition would not be applied to affect grade. The proposed definition is: “When marked ‘seedless,’ a 100-count …
The Florida Department of Citrus marketing team on May 21 presented its 2025–26 global marketing plan to the Florida Citrus Commission, the department’s governing board. The team stated that it plans to expand on the True Original campaign to reinforce the value of Florida orange juice (OJ) for modern juice consumers and health professionals. To reach and engage health professionals, …
Florida Citrus Commission Chairman Steve Johnson noted that recent media articles have reported that consumers are snacking less. He said causes behind this trend of snacking less are the costs of food or concerns about finances. Another reason is a growing desire to eat healthier and reduce the consumption of foods with additives and artificial dyes. Florida Department of Citrus …
Florida Citrus Commission (FCC) Chairman Steve Johnson recently wrote about Florida Department of Citrus (FDOC) and state legislative efforts to help rejuvenate the Florida citrus industry. Johnson described the efforts in a column titled “The Four Rs of Florida Citrus Right Now: Reset. Replant. Renew. Renaissance.” FDOC INITIATIVES Johnson listed the following efforts by the FDOC: WORKING WITH THE LEGISLATURE …
