For Florida OJ, The Glass Is Half-Full: 2012 Florida Citrus Show Extended Content Coverage
August 1, 2012 
Multiple challenges continue to eat away at overall orange juice consumption, from stiff competition with other cheaper morning beverage options, to reduced availability due to disease and extreme weather pressures, to negative press coverage like this past January’s carbendazim kerfuffle. However, within this global consumption scenario, there is opportunity for Florida. During the 2012 Florida Citrus Show, Bob Norberg, research economist with the Florida Department of Citrus (FDOC), led a discussion on the long-range outlook for Florida orange juice.
Norberg pointed out several key drivers of OJ consumption: economic stability, population growth, and integrated marketing programs. While not only the U.S., but also those across much of the globe wait for economies to stabilize and resurge, the population continues to grow. To meet future demand, growers across the Sunshine State will have to ramp up production and plant more trees. “In 20 years, we’re going to have 1.5 billion more mouths to feed around the world,” he said.
On a positive note, consumer attitudes and perceptions continue to be strong, said Norberg. In order to keep Florida OJ top of mind for shoppers, emphasis on TV, print, and online advertising campaigns remain a priority for FDOC. However, another burgeoning source of audience engagement has taken hold. According to Norberg, Facebook is an important medium for the Department, and is growing in stature. “Our 41,000 fans have 15 million friends,” he said. “That’s a powerful marketing program.” Indeed. At presstime, Florida OJ’s Facebook fan base had more than doubled to 101,961.
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