Florida Department of Citrus

During the 2009-2010 citrus season, economic recovery proved to be slower than anticipated. The FDOC tried to mitigate downward sales trends and a drop in brand advertising through fully integrated marketing programs that communicated the health and nutrition benefits of Florida citrus products. Marketing programs continued to be grounded in consumer and scientific research, utilized the recommended optimized marketing mix to maximize the Florida grower investment, and increased activities among the top 75 supermarket retailers that represent 83% of U.S. orange juice volume.

Marketing Mindset

The Florida Citrus Commission conducted a comprehensive agency review and named BBDO, Atlanta, as the advertising agency of record for FDOC domestic marketing. BBDO began consumer research and creative development for a new advertising campaign to be implemented in January 2011.
International marketing programs drove increased sales of grapefruit in Japan, the United Kingdom, France, Netherlands, Belgium, and Sweden. In Canada, FDOC also promoted Florida orange juice to positively impact consumption.
Korea has been identified as a new market with growth potential for Florida grapefruit. FDOC will execute international marketing programs to reach consumers through retail, advertising, and public relations efforts.
Detailed marketing plans for this year, as well as the FDOC 2009-2010 Annual Report, are posted at www.fdocgrower.com.

Working Together

A two-year partnership between the FDOC, the Florida Citrus Commission, and the National Academies of Science (NAS) culminated in the release of the “Strategic Planning for the Florida Citrus Industry: Addressing Citrus Greening Disease” report. The report provided strategic recommendations to combat citrus greening.
Disease research projects were transitioned from FDOC to the newly formed Citrus Research and Development Foundation (CRDF). The CRDF assumed the leadership role in the battle against citrus disease by managing research projects and coordinating the industry implementation of the NAS recommendations.
The FDOC, in conjunction with the University of Florida, sponsored a workshop for citrus economists from the U.S. and Brazil to evaluate the sustainability of the world orange juice industry. Recommendations were presented to citrus industry stakeholders and posted online.

Moving Ahead

The FDOC applied to EPA for an experimental use permit of the agent CMNP in mechanical harvesting. EPA is expected to grant permission to test CMNP in commercial settings beginning in 2011. The FDOC will submit an application for CMNP full registration this summer.
Several FDOC-sponsored health and wellness research studies under way are expected to yield new insight about orange juice and heart health, cognition, and metabolic syndrome. The effect of grapefruit juice on heart and bone health also is being explored.
This fiscal year, which began in July, FDOC has taken the previous health and wellness position to the next level by helping people think about orange juice in a new way. Through extensive research, we identified a new consumer target, “It’s Just Juice + Families,” which makes up 45% of the population and offers the greatest potential for orange juice growth. New advertising creative will debut in January 2011 supported by a media plan that balances television with online media. Strategic placements on lifestyle, entertainment, family, news and sports programming will target the “It’s Just Juice + Families” consumers and also continue to reach our core customers, adults 35+. We will launch the same advertising creative in Canada targeting women 25 to 54 in Toronto and Ottawa from January to mid-April. A French version will air in Montreal.
The FDOC remains committed to our mission to grow the market for the Florida citrus industry. We will diligently optimize limited resources and balance integrated marketing programs while providing support to critical disease research. All FDOC activities will continue to strive to help ensure future sustainability of the best citrus in the world — Florida citrus.

Leave a Reply

Citrus Stories
Cherry Harvest
Citrus
April 26, 2016
Farm Bureau Says Labor Visa Backlogs Threaten 2016 Crops
Agency calls for swifter processing of paperwork so growers' requests for crews can be met. Read More
cash money in hand
Insect & Disease Update
April 22, 2016
USDA Grants $22 Million More To Fund Citrus Greening Fight
The agency has invested more than $380 million between 2009 and 2015 to address devastating disease. Read More
A tattered and wrinkled thank you note
Citrus
April 22, 2016
Happy Trails To A Great Researcher, Better Friend [Opinion]
Dr. Brian Boman worked with growers to examine their nutrient and water use and how practices could be modified to not only lessen environmental impacts, but also increase growers’ profitability. Read More
reactive vs. proactive illustration from Florida Department of Citrus
Citrus
April 21, 2016
Repeat After Me: I Believe In Florida Citrus
As scientists continue to develop new and innovative ways to combat HLB, we must keep consumers in mind as well. Read More
Brown Marmorated Stink Bug
Citrus
April 20, 2016
USDA Offers $4 Million For Pest Management
Funding to be used to increase crop protection practices, tackle high-priority pests. Read More
Grower Jonathan Brown of Bethel Farms inspects his citrus grove.
Insect & Disease Update
April 18, 2016
Survey: 80% Of Florida Citrus Trees Infected By Deadly Disease
Responding growers claim as much as 90% of their total acreage impacted by greening. Read More
Tour stop during the FFVA Spring Regulatory Tour 2016
Citrus
April 18, 2016
Field Tour Provides Reality Check For Florida Regulators
Annual event allows representatives of federal and state agencies to get an up-close look at Florida agriculture. Read More
The Latest
Citrus
April 28, 2016
Brandt Acquires Majority Interest In Uta…
Baicor will operate as a subsidiary in Brandt’s specialty formulations division. Read More
Citrus
April 27, 2016
Meet Florida’s New Crop Of Agricultural …
Annual award program recognizes farmers practicing environmentally innovative techniques. Read More
Citrus
April 26, 2016
Deception Is A Dish Best Never Served [O…
Recent mainstream media kerfuffle over local food legitimacy stirs up the need for more clearly defined terms, better awareness among consumers. Read More
Citrus
April 26, 2016
Farm Bureau Says Labor Visa Backlogs Thr…
Agency calls for swifter processing of paperwork so growers' requests for crews can be met. Read More
Citrus
April 22, 2016
Happy Trails To A Great Researcher, Bett…
Dr. Brian Boman worked with growers to examine their nutrient and water use and how practices could be modified to not only lessen environmental impacts, but also increase growers’ profitability. Read More
Citrus
April 21, 2016
Repeat After Me: I Believe In Florida Ci…
As scientists continue to develop new and innovative ways to combat HLB, we must keep consumers in mind as well. Read More
Citrus
April 20, 2016
USDA Offers $4 Million For Pest Manageme…
Funding to be used to increase crop protection practices, tackle high-priority pests. Read More
Citrus
April 18, 2016
Field Tour Provides Reality Check For Fl…
Annual event allows representatives of federal and state agencies to get an up-close look at Florida agriculture. Read More
Citrus
April 15, 2016
What We Know Now About Citrus Nutrition
Greening has changed how growers approach fertilizer programs. Read More
Citrus
April 14, 2016
Forecast: Brace For Average Atlantic Hur…
Exiting El Niño setting stage for return to normal storm activity in the tropics. Read More
Citrus
April 14, 2016
Behind The Scenes With Miss Florida Citr…
The industry's newest representative is ready to learn and advocate. Read More
Citrus
April 13, 2016
Regarding Alma Mater Matters, It’s…
You don’t necessarily have to wear your competitive edges on your sleeve to succeed, but without a passion and drive for improvement, what’s the point? Read More
Citrus
April 12, 2016
Latest USDA Forecast Says Florida Orange…
Momentum carries over big time from last month’s elevated expectation in output. Read More
Citrus
April 7, 2016
California Citrus March Attracts Hundred…
First annual Citrus Stride raises 150 tons of fresh citrus for state’s food banks. Read More
Citrus
April 4, 2016
Dry Season Conditions Finally Arrive For…
March rainfall mostly below average around region, breaking string of historically wet weather. Read More
Citrus
April 1, 2016
Citrus Growers Plan March On California …
California Citrus Mutual will host the first annual Citrus Stride to raise awareness of the fruits’ benefits. Read More
Citrus
March 30, 2016
Study: China A Golden Opportunity For Fl…
Consumer education key to cracking new market. Read More
Citrus
March 25, 2016
Crisis Management 101: How To Apologize …
Saying 'I'm sorry' during a crisis situation may not be easy. But in the long run, it can make a significant difference in how your company’s brand and reputation weather a storm. Read More
[gravityform id="62" title="false" description="false"]