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

Global OJ Production to Exceed Consumption

Ashley RobinsonOrange Juice

Global orange juice (OJ) production for 2020-21 is forecast 17 percent higher to 1.8 million tons. Production in Brazil and Mexico more than offsets the drop in the United States. However, global production continues its general long-term decline, according to the U.S. Department of Agriculture’s Foreign Agricultural Service. Similarly, consumption is projected to continue its long-term decline, although exports are … Read More

Update on Florida OJ Supply and Demand

Tacy CalliesOrange Juice

In the Feb. 3 Florida Citrus Commission meeting, Marisa Zansler, Florida Department of Citrus director of economic and market research, provided an update on Florida orange juice (OJ) movement and availability. External trends, such as fruit drop and increased demand during the pandemic, may significantly impact the availability of orange juice throughout the season. Coming into the 2020–21 season, beginning … Read More

Production of OJ to Climb in Europe

Ernie NeffInternational, Orange Juice

china

European Union (EU) orange juice (OJ) production is forecast to climb almost 8 percent in 2020-21 compared to the previous year, to 87,987 metric tons, the U.S. Department of Agriculture’s Foreign Agricultural Service (FAS) reported. The forecast is in line with the expected growth in the volume of European oranges destined for processing this season, especially from Spain and Italy. … Read More

Research Projects on OJ Recommended for Approval

Tacy CalliesOrange Juice, Research

orange juice

The Scientific Research Advisory Committee met Jan. 21 to review recent updates from the Florida Department of Citrus (FDOC) and to review and recommend to the Florida Citrus Commission (FCC) for approval two new research proposals. The FCC serves as the FDOC’s governing board. Rosa Walsh, director of the FDOC Scientific Research Department, gave an update on the 2020–2025 Dietary … Read More

Are Consumers Willing to Pay More for Florida OJ?

Tacy CalliesOrange Juice

Multiple studies point to the value consumers place on Florida citrus and their willingness to pay for the “Florida” brand. Lisa House, director of the Florida Agricultural Market Research Center and a professor in the Food and Resource Economics Department at the University of Florida, recently spoke on this subject in a Florida Department of Citrus webinar. She provided an overview of … 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 Update: OJ Sales, Supply and Demand

Tacy CalliesOrange Juice

Shannon Shepp, executive director of the Florida Department of Citrus (FDOC), reports that total orange juice (OJ) sales are performing at 2016 levels. “In the four week-period ending Dec. 26, 2020, average year-over-year sales of total OJ increased 7.68 percent with nearly 37.39 million equivalent gallons sold, according to the latest Nielsen retail sales update,” Shepp says. “Volume sales of … Read More

New Dietary Guidelines Include Role for Juice

Ernie NeffOrange Juice

orange juice

The newly released 2020–2025 Dietary Guidelines for Americans (DGA) continue to reinforce that nutrient-dense 100 percent fruit juices, such as orange juice (OJ), count as a fruit serving. They also continue to include 100 percent fruit juice as a part of a healthy dietary pattern. The guidelines support the incorporation of beverages such as 100 percent OJ into the daily … 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

Retail Orange Juice Prices and Sales on the Rise

Tacy CalliesOrange Juice

The most recent Nielsen report reveals promising news for Florida retail orange juice (OJ) sales. During a recent Florida Department of Citrus (FDOC) webinar, Marisa Zansler, director of the FDOC Economic and Market Research Department, presented a summary of the second Nielson report for the 2020–21 citrus season through the four-week period ending Nov. 28. The report shows that OJ sales for … Read More

Keep OJ Shelves Stocked, Video Urges

Ernie NeffOrange Juice

A video being developed for the Florida Department of Citrus (FDOC) aims to educate retail buyers about the rise in demand for 100 percent orange juice (OJ) during the COVID-19 pandemic. According to FDOC Executive Director Shannon Shepp, the video will encourage buyers to take another look at the space allocation for OJ and all other Florida citrus products. The … Read More

Disappointing Decision on Australia’s Juice Rating

Ernie NeffInternational, Orange Juice

citrus

Citrus Australia expressed disappointment at the Nov. 27 decision by state ministers to endorse a Health Star Rating system that gives diet cola a higher rating than fresh Australian juice. The Food Regulation Forum, comprised of ministers from every Australian state and territory, rejected Federal Agriculture Minister David Littleproud’s proposal to award fresh juice 4 stars in recognition of its … Read More

Label Doesn’t Impact Beverage Choices

Ernie NeffOrange Juice, Research

This year, the U.S. Food and Drug Administration updated the nutrition facts label to highlight certain information, including added sugars, to help consumers make healthier food choices. A University of Florida Institute of Food and Agricultural Sciences (UF/IFAS) study found that the label did not impact consumer beverage choices. “We were interested in how effective the newly updated nutrition label … Read More

Study Shows OJ Benefits for Children

Ernie NeffOrange Juice

A new study finds that children who drink 100 percent orange juice (OJ) as part of a healthy diet have better overall diet quality and consume more nutrients than those who do not. The research also adds to a growing body of evidence showing consumption of 100 percent OJ has no impact on weight in children. Authors of the study … 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

Research to Prove OJ Health Benefits

Ernie NeffOrange Juice, Research

The Florida Citrus Commission (FCC) recently approved three research projects aimed at further proving the health benefits of orange juice (OJ) consumption. The OJ-related projects had been recommended by the commission’s Scientific Research Advisory Committee. The projects were discussed by Rosa Walsh, director of the Florida Department of Citrus (FDOC) Scientific Research Department, during the October FCC meeting. The FCC … Read More

Uncle Matt’s Announces New OJ

Ernie NeffOrange Juice

Uncle Matt’s Organic recently announced the launch of its Ultimate Immune orange juice beverage. It is made with organic orange juice, elderberry, vitamin C, vitamin D and zinc. “Over the past six months, families have turned to what they associate with daily immune support: vitamin C-rich orange juice,” said Susan McLean, vice president of marketing and innovation at the company. … Read More

USDA OJ Purchases Set Precedent

Ernie NeffOrange Juice

Marisa Zansler, economist for the Florida Department of Citrus, recently gave the Florida Citrus Commission an update on U.S. Department of Agriculture (USDA) Section 32 purchases of orange juice (OJ). A summary of her report follows. The purpose of USDA Section 32 purchases is to help alleviate depressed markets for domestically produced agriculture products. The USDA Agricultural Marketing Service also … Read More

OJ Proves Beneficial for Youth

Ernie NeffOrange Juice, Research

A new, four-year study published in Public Health Nutrition found that drinking 100 percent orange juice (OJ) is not associated with negative effects on body weight, body mass index (BMI) or BMI percentile among 9- to 16-year-olds. It also found that higher OJ consumption is associated with increased height for girls and increased trends for physical activity levels in both … Read More