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 …
Targeting E-commerce to Drive Florida OJ Sales Higher
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 …