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Below you'll find a list of all posts that have been categorized as “Marketing”
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. …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
