challenges

Supply Challenges and Demand Solutions

Daniel Cooper Economics, Florida Department of Citrus

By Marisa L. Zansler The landscape of the Florida citrus industry has undergone significant transformations throughout its history. Over the past decade, it has faced substantial challenges in both supply and demand. Florida orange juice (OJ) production dropped by 85%, from 615 million gallons in the 2013–14 season to an estimated 94 million gallons in 2023–24. Even as imports increased …

Updates on FDOC Research Projects

Tacy Callies Florida Citrus Commission, Florida Department of Citrus, Research

Florida Citrus Commission (FCC) members on Jan. 17 heard an update on one recent Florida Department of Citrus (FDOC) scientific research project and learned about some future research plans. Rosa Walsh, FDOC director of scientific research, presented the information. PROGRAM FOR EXPEDITED PROPAGATIONWalsh reported that the 2022–23 Program for Expedited Propagation of HLB Tolerant and Resistant Trees was successful. She …

Florida Citrus: The Road Back

Tacy Callies Economics, Florida

By Tom Spreen The Florida citrus industry has experienced a difficult stretch of years since the record crop year of 2003–04, when over 240 million 90-pound boxes of oranges were produced. INDUSTRY DECLINEIn 2004, multiple hurricanes crisscrossed the Florida peninsula. They were the first hurricanes to hit the citrus-producing area of Florida since Hurricane Dora in 1964. The hurricanes themselves …

Brazilian

Economist Provides Brazilian Citrus Update

Daniel Cooper Brazil, Economics, Florida Department of Citrus

Agriculture is the driving force in the Brazilian economy, and Brazil is a leading food supplier to the global market, economist Marisa Zansler told the Florida Citrus Commission (FCC) at its last meeting. Zansler is director of economic and market research at the Florida Department of Citrus (FDOC). She visited Brazil in August and provided the FCC with an update …

Citrus Mural Unveiled on National Orange Juice Day

Tacy Callies Florida Department of Citrus

The Florida Department of Citrus (FDOC), in partnership with Visit Florida®, is excited to announce the new installation of a hand-painted mural by artist Lauren Hom. Beginning May 4 (National Orange Juice Day), visitors can view the new Florida citrus themed art at the Florida Welcome Center in Jacksonville. Visitors who stop at the center will be able to take …

Expedited Tree Propagation Program Approved

Josh McGill Florida Department of Citrus, HLB Management, nurseries

The Florida Citrus Commission (FCC) on July 20 approved the Florida Department of Citrus’ (FDOC) plan for implementation of the Program for Expedited Propagation of HLB Tolerant and Resistant Trees (PEP). The program’s goal is to provide resources needed to ramp up the availability of the apparently HLB-tolerant Donaldson tree and others like it. The FDOC received $1 million in …

orange juice

Barriers to Buying Orange Juice

Josh McGill Florida Department of Citrus, Orange Juice

The Florida Citrus Commission (FCC) recently heard a report that 13% of consumers surveyed in June said the increased price of buying orange juice (OJ) is a barrier. Florida Department of Citrus (FDOC) Director of Economic and Market Research Marisa Zansler provided that information to the FDOC’s governing board. Zansler also reported that 5% of consumers said they were less …

Citrus Health Benefits Research Update

Josh McGill Florida Department of Citrus, Research

Florida Department of Citrus-funded research into the health benefits of citrus products was among the highlights of a 2021–22 update the Florida Citrus Commission received in June. Rosa Walsh, director of scientific research at the department, provided the update. The update included three new publications on additional analyses of the Eurecat study on the impact of orange juice (OJ) and …

Grapefruit Juice Improves Women’s Arteries

Josh McGill Florida Department of Citrus, Grapefruit, Research

A study examining the effects of 100% grapefruit juice reported that consumption led to lower vascular stiffness in women when compared to a control drink. Increased arterial stiffness is primarily a consequence of aging and has been associated with an increased risk of cardiovascular disease, including heart attack and stroke. Originally published in the American Journal of Clinical Nutrition, this randomized …

Preliminary Department of Citrus Budget Approved

Josh McGill financial, Florida Citrus Commission, Florida Department of Citrus

The Florida Citrus Commission on June 15 approved a preliminary 2022–23 operating budget for the Florida Department of Citrus of $29.9 million. The preliminary budget includes $19.125 million in general revenue funding from the state of Florida for marketing, research and administration. The majority of the budget will fund domestic marketing programs aimed at driving sales of Florida orange juice (OJ). …

juice

Orange Juice Sales ‘Remain Strong’

Josh McGill Florida Department of Citrus, Marketing, Orange Juice

Florida Citrus Commission (FCC) Chairman Steve Johnson discussed strong orange juice sales in an email this month to members of the Florida citrus industry: “As prices continue to rise across the board for goods and services, many shoppers may find themselves buying not what they want but what they need. The key for us is making sure OJ remains on …

Inflation Impacts OJ Consumers

Josh McGill Economics, Florida Department of Citrus, Orange Juice

Florida Department of Citrus (FDOC) economist Marisa Zansler discussed orange juice (OJ) volume movement and the potential impacts inflation may have on the category at the May 18 Florida Citrus Commission meeting. She also addressed the importance of ongoing marketing activities to support sales even as supply constraints continue. Inflation is persistently up across all goods, with shelter, food, airline …

Maintaining Demand for OJ Amid Supply-Shortage Concerns

Josh McGill Florida Department of Citrus, Orange Juice

By Marisa L. Zansler Over the last 20 years, the Florida citrus industry has faced many challenges, from destructive diseases, hurricanes, production cost increases, and, now in 2022, the devastation of a winter freeze. As a result, Florida citrus production has declined considerably. During the 2021–22 season, there is a 26% decline in volume movement compared to the prior season. …

Discussing OJ Health Benefits With Dietitians

Josh McGill Florida Department of Citrus, Orange Juice

For the first time since 2019, the Florida Department of Citrus (FDOC) connected face-to-face in late May with hundreds of registered dietitians to discuss the health benefits of Florida orange juice. Today’s Dietitian Spring Symposium included an opportunity to educate the dietitians at an exhibit booth and present recent research about the impact of 100% orange juice on inflammation and …

How OJ Will Be Marketed in 2022–23

Josh McGill Florida Department of Citrus, Marketing, Orange Juice

The Florida Department of Citrus’ (FDOC) 2022–23 orange juice (OJ) marketing plan will have a few shifts in retail partners and tactics to help ensure Florida OJ remains top of mind. Karmen Johnson of Edible, the FDOC’s marketing agency, shared an overview of the 2022–23 strategic focus, audience insights and integrated communications plan with the Florida Citrus Commission on May …

Citrus Department Proposes Preliminary 2022–23 Budget

Josh McGill financial, Florida Citrus Commission, Florida Department of Citrus

The Florida Department of Citrus (FDOC) in May proposed a preliminary 2022–23 operating budget of $31.4 million to the Florida Citrus Commission, its governing body. The 2021–22 operating budget was $29 million. Global marketing and public relations represent the bulk of the 2022–23 budget at $22.9 million, a 3.5% reduction from the previous season. The proposed orange budget will increase …

Citrus Marketing Tactics Discussed

Josh McGill 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

Josh McGill 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 …

Let’s Talk About CUPS

Josh McGill CUPS, Economics, Florida Department of Citrus

By Thomas H. Spreen Citrus under protective screen (CUPS) is a relatively new technology being adopted to help spur expansion of fresh citrus production in Florida. Large screen houses (approximately 10 acres) are constructed. In the current arrangement, several screen houses are located together to facilitate caretaking and harvest. Trees are planted at high densities (more than 300 trees per …

A Fruitful Partnership for Florida Growers

Josh McGill Florida Citrus Commission, Florida Citrus Mutual, Florida Department of Citrus

Florida Citrus Commission (FCC) Chairman Steve Johnson recently cited the partnership between the FCC and Florida Citrus Mutual as “a shining example of the synergy happening in our industry.” The FCC serves as the governing board of the Florida Department of Citrus (FDOC). Mutual is the state’s largest association of citrus growers. “The two entities, which at times have diverse …