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Below you'll find a list of all posts that have been tagged as “Florida Department of Citrus (FDOC)”
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. …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
Matt Joyner, Florida Citrus Mutual’s (FCM) new chief executive officer and executive vice president, recently reported that FCM helped achieve substantial citrus industry support in the recent Florida legislative session. Following are citrus-related items that Joyner highlighted in the recently passed state budget: $8 million for the Citrus Research and Development Foundation (CRDF) to continue basic research into HLB ($3 …
Florida Department of Citrus (FDOC) staff and members of the FDOC’s marketing firm, Edible, told the Florida Citrus Commission (FCC) on March 16 about recent marketing Florida orange Juice successes and plans for 2022–23. Karmen Johnson of Edible provided an update on current marketing activities. The e-commerce program includes a collaboration with Kroger and Pinterest that targeted more than 580,000 …
Members of Peace River Valley Citrus Growers Association gathered in Arcadia last week for their annual meeting and dinner. Updates were provided on association business, the state legislative session and citrus Extension activities. In addition, Samantha Lane, global marketing director for the Florida Department of Citrus (FDOC), gave an insightful presentation on consumer purchasing habits and how orange juice (OJ) …
On July 1, the Florida Citrus Commission will have additional members. A bill passed by the Florida Legislature in March revises the structure of the commission from three to six grower districts, with one grower member from each region. New requirements also call for at least one grower on the commission to have more than 5,000 acres. Growers can now …
The United States and the United Kingdom announced a trade accord on March 22. The United States will remove tariffs on British steel and aluminum, while the United Kingdom will remove retaliatory tariffs on a number of American exports, including Florida orange juice. “We appreciate the work of the U.S. Department of Commerce and the U.S. Department of Agriculture in …
The Florida Department of Citrus (FDOC) showed its “The Original Wellness Drink” videos about Florida orange juice (OJ) within major airports during the holiday season. These 15- and 30-second videos played throughout multiple markets via airports in Atlanta, Chicago, Dallas, Detroit, New York, Orlando, Tampa/Sarasota and Washington, D.C. The ads ran from Thanksgiving week through New Year’s Eve, targeting at …
Orange juice (OJ) sales remain strong, with the 2021 holiday period closing near 2016 levels, Florida Department of Citrus (FDOC) economist Marisa Zansler told the Florida Citrus Commission on Jan. 19. Total OJ volume movement for the holiday period ending Jan 1, 2022, was 37.9 million gallons, an increase of 2 million equivalent gallons compared to 2019. The gains are …
As HLB has reduced Florida’s citrus crop, so too has the budget shrunk for the Florida Department of Citrus (FDOC). The agency charged with promoting the state’s signature crop is largely funded by fees based on citrus production. FDOC has been forced to look for creative ways to do more with less with its promotional budget. One tactic has been …
