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 …

china

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 …

Florida Department of Citrus: A Year in Review

Tacy CalliesMarket

Last week, the Florida Department of Citrus (FDOC) held a live webinar to present highlights from the 2019–20 fiscal year. Areas covered included budgets, scientific research, marketing and economic market research. This past year has been one of change, transformation and success for FDOC, as it has worked in collaboration with industry to meet the needs of both growers and …

Sneak Peek: July 2020 Citrus Industry Magazine

Tacy CalliesSneak Peek

The July issue of Citrus Industry magazine focuses on what’s new in rootstock research. When choosing a rootstock in the Sunshine State, the best place for a grower to start is with the Florida Citrus Rootstock Selection Guide. This newly updated University of Florida (UF) resource now includes an interactive web version to help simplify the process of picking a …

varieties

Top Picks From Citrus Variety Display Days

Tacy CalliesCitrus, Varieties

By Yu Wang, Fred Gmitter, Jude Grosser, Joon Hyuk Suh and Peter Chaires The Citrus Variety Display Days at the University of Florida Institute of Food and Agricultural Sciences (UF/IFAS) Citrus Research and Education Center (CREC) have been a unique platform to fulfill one of the core missions of the Florida citrus industry. These events help identify new selections with …

PIECES OF THE PAST: Selling Citrus on the Honor System

Tacy CalliesPieces of the Past

By Brenda Eubanks Burnette I recently came across a business reply card from Perrin & Thompson Groves of Winter Haven. I had heard of them since I grew up in Winter Haven but had never seen an advertisement like this one! The ad reads: “TRY THESE TREE-RIPENED ORANGES AND GRAPEFRUIT. Let us ship you on APPROVAL and at our expense …

Preliminary 2020-21 Budget Approved for FDOC

Tacy CalliesFlorida Citrus Commission

On June 17, the Florida Citrus Commission approved a preliminary 2020-21 operating budget for the Florida Department of Citrus (FDOC) of nearly $20 million. The FDOC’s total preliminary budget is $19.875 million with an overall budget increase over the previous season of about $4.2 million, largely due to an increase in general revenue funds. The budget includes an anticipated $5.65 million …

Florida Citrus Commission Considers Tax Increase

Tacy CalliesFlorida Citrus Commission

To maintain a surge in orange juice sales linked to the coronavirus pandemic, the Florida Department of Citrus (FDOC) is looking to boost marketing, which could result in a higher tax for growers. On June 17, the Florida Citrus Commission, the governing body of the FDOC, directed staff members to map out a $10 million marketing plan that could require …

Crime

Florida Growers Urged to Hear OJ Budget Talks

Ernie NeffOrange Juice

Florida Citrus Commission Chairman Ned Hancock urged members of the citrus industry to join the June 17 commission meeting via teleconference. He said the commission will consider several budget scenarios for fruit grown for orange juice (OJ). See information about the meeting here. The commission serves as the governing board for the Florida Department of Citrus (FDOC). “I expect we …

Consumer Response to OJ During COVID-19

Tacy CalliesCOVID-19, Orange Juice

Yan Heng, Marisa Zansler and Lisa House have authored a new study on consumer response to orange juice (OJ) during the COVID-19 outbreak. Heng is a research assistant scientist and House is a professor, both with the University of Florida Institute of Food and Agricultural Sciences (UF/IFAS) Food and Resource Economics Department. Zansler is the director of the Economic and …

FDOC

A Case for an OJ Tax Hike

Ernie NeffOrange Juice

Florida Citrus Commission Chairman Ned Hancock on June 5 made a case for increasing the Florida Department of Citrus’ (FDOC) grower tax on oranges processed for juice. “With a new season ahead of us, we have an opportunity to not only adjust our marketing approach to fit the needs of the ever-changing consumer but also best support the Florida grower,” …

Florida Citrus Season Soured by Imports

Tacy CalliesExport/Import, sales

A small grower shares his thoughts on the current market situation. By Chip Henry The functionality and integrity of the cash (spot) market for Florida oranges this season has been undermined by the untimely and excessive supplanting of imported juice into Florida processing plant inventories. The resulting price crash has cast a pall on growers selling their fruit on the …

South African Citrus to Arrive in U.S.

Ernie NeffFresh

Summer Citrus from South Africa announced in late May that its first vessel of the year to the United States will arrive at the New York port soon. The vessel will deliver Easy Peeler clementines. More Easy Peelers and some Navel oranges will arrive in Philadelphia in late June. During peak season, Star Ruby grapefruit and Cara-Cara oranges will also …

new york times

OJ Has Health Benefits, Shows Research

Ernie NeffOrange Juice, Research

Recently published research results are consistent with previous studies indicating that orange juice (OJ) consumption is associated with benefits to nutrient intake and diet quality without detriment to body weight in children. The same research results from the University of Washington indicated that OJ consumption has favorable effects on body mass index and waist circumference in adults. The research results …

Georgia Citrus Avoids COVID-19 Harm

Ernie NeffCOVID-19, Georgia

Georgia’s citrus crop was harvested before the COVID-19 pandemic hit the United States, so the state’s small but growing citrus industry has thus far avoided impacts from the disease. “We don’t think marketing will be affected by COVID, but harvesting (next season) could become problematic if our harvest crews experience problems,” said Lindy Savelle, president of the Georgia Citrus Association. “Although …

Sneak Peek: June 2020 Citrus Industry Magazine

Tacy CalliesSneak Peek

Florida’s citrus harvest may be winding down for the season, but tree care continues year-round. The June issue of Citrus Industry magazine includes two timely articles on summer tree care practices. In the first article, University of Florida Institute of Food and Agricultural Sciences (UF/IFAS) researchers Fernando Alferez and Tripti Vashisth discuss techniques to improve fruit quality and yield during …

Florida Citrus Grower Profitability to Decline

Ernie NeffEconomics

Although orange juice sales have surged in recent months, the Florida Department of Citrus (FDOC) director of economic and market research expects growers to have reduced profitability this season. Marisa Zansler told the Florida Citrus Commission on May 20 that demand for Florida citrus is expected to be tempered with higher production costs and suppressed grower prices for uncommitted early/mid …

Alico: Citrus Price Improvement Could Be Coming

Ernie NeffEconomics, Industry News Release

Alico, Inc., one of Florida’s largest citrus producers, announced financial results for the second quarter of fiscal year 2020 and the six-month period ending March 31. Some highlights regarding the company’s citrus operation follow. For the six-months ending March 31, Alico Citrus harvested approximately 5.61 million boxes of fruit, an increase of 23.3 percent from the same period a year …

Uncle Matt’s Organic Returns to Founder

Ernie NeffIndustry News Release, Organic

Uncle Matt’s Organic, a brand of organic orange juice and grapefruit juice, recently reported it “has been welcomed back home to founder and CEO Matt McLean.” Dean Foods purchased the business in June of 2017 “and retained the team to continue running the business, including McLean and his wife, Susan McLean, who oversees marketing,” states a May 11 release. “In …

FDOC Shifts Money to Marketing

Tacy CalliesFlorida Citrus Commission

Florida Department of Citrus money unused because of the coronavirus pandemic will be directed toward increasing orange juice sales, as projections of this season’s citrus production have declined. The Florida Citrus Commission agreed Tuesday to add $277,000 to an ongoing digital ad campaign, with most of the money coming from employee travel plans that were halted because of the deadly …