New Citrus Marketing Plan Gives 100%

Doug_Ackerman_FDOC

The mission of the Florida Department of Citrus is to maximize consumer demand for Florida citrus products. Our integrated marketing plan is designed to motivate the “Non-Loyalist” consumer segment to drink orange juice more often by making orange juice more relevant to their daily lives. At the same time, our marketing messages continue to resonate with our “Loyalist” consumer base.

While we are solidly focused on maximizing demand, we must continue to dedicate resources to protect our image in the marketplace. Unfortunately, media frequently reports misinformation about 100% orange juice and the sugar naturally present in orange juice, which can cause consumer confusion and uncertainty about the healthfulness of consuming 100% orange juice. FDOC launched a new marketing plan, “OJ Nutrition: Telling the 100% Story,” in January to differentiate 100% orange juice as a naturally nutrient-rich beverage with three key stakeholder groups: consumers, health professional influencers, and media influencers. The plan is designed to reinforce the positive role of 100% orange juice with these important audiences while mitigating negative news from detractors who are associating orange juice with sugar and obesity concerns.
“OJ Nutrition” supports and extends the current fiscal year 2012-2013 marketing plan while providing opportunities to deliver nutrition-focused messages.

Valuable Feedback

FDOC surveyed consumers and health professionals to determine how they view 100% orange juice and to identify current perceptions about sugar in beverages. Survey findings were utilized to hone messages to effectively reach each target group.
“OJ Nutrition” employs four strategies to reach key stakeholders:
1. Utilize messaging that differentiates 100% Florida OJ;
2. Leverage guidelines from credible health organizations that support the role of 100% juice in the diet;
3. Enlist credible experts to promote 100% orange juice, including a medical professional and nutritionist; and
4. Reinforce the wholesome image of 100% orange juice.

FDOC will utilize all media channels to reach consumers. A national media tour, including TV and radio interviews, will be supplemented by online and social media outreach through Facebook, Twitter, and Pinterest. Strategically targeted advertising on health, lifestyle, and nutrition-focused websites will drive consumers to engaging, interactive “OJ Nutrition” information on FDOC’s Facebook page.

A new online toolkit will provide health professionals, pediatricians, family physicians, nurse practitioners, and registered dietitians with fact sheets to educate consumers that 100% orange juice can be part of a healthful diet to help meet food group recommendations and promote nutrient adequacy.

Prescription For Success

Finally, FDOC will enlist the medical professional to conduct educational deskside meetings and phone briefings with influential media outlets. Media will be presented with accurate information about the positive role of 100% orange juice in a healthy diet supported by clinical studies and scientific research findings.

“OJ Nutrition” will be continually monitored, evaluated, and revised in real time, as needed, to effectively reach consumers, health professionals, and media influencers with 100% orange juice informationlater this month (February 20 at the Florida Citrus Commission meeting to hear a progress report about “OJ Nutrition: Telling the 100% Story.” In the meantime, feel free to eMail me or call me at 863-537-3999.

Topics: , , , ,

Leave a Reply

Citrus Stories

CitrusFDA Announces Cooperative Agreement To Implement National Produce Safety Rule
September 17, 2014
Agreement will provide information to help plan and carry out the produce safety rule in partnership with state regulatory agencies. Read More
MarketingMarketer Finds Niche With First-Of-Its-Kind Orange Maze
September 12, 2014
Who says an old dog can’t learn new tricks? Not Bob McKellar, creator of the first orange maze in the U.S. Read More
Insect & Disease UpdateMore Coastal Land In California Quarantined For Asian Citrus Psyllid
September 12, 2014
Additional Asian citrus psyllid adults and nymphs found on state’s central coast. Read More
CitrusFMC Acquires Cheminova
September 9, 2014
Transaction expected to close in early 2015. Read More
CitrusSouth Florida Wet Season Receives Slight Respite
September 9, 2014
Reports indicate most areas around the region received below average rainfall during August. Read More
CitrusWhole Farm Revenue Protection Adds Up For Crop Insurance Seekers
September 4, 2014
New USDA program to provide coverage for all agricultural commodities. Read More
CitrusUniversity Of Florida’s Class Of 2018 Raises The Bar For Agriculture [Opinion]
September 4, 2014
Arriving College Of Agriculture And Life Sciences students bring strong credentials and diversity. Read More

The Latest

CitrusFDA Announces Cooperative Agreement To Implement Nation…
September 17, 2014
Agreement will provide information to help plan and carry out the produce safety rule in partnership with state regulatory agencies. Read More
CitrusFMC Acquires Cheminova
September 9, 2014
Transaction expected to close in early 2015. Read More
CitrusSouth Florida Wet Season Receives Slight Respite
September 9, 2014
Reports indicate most areas around the region received below average rainfall during August. Read More
CitrusWhole Farm Revenue Protection Adds Up For Crop Insuranc…
September 4, 2014
New USDA program to provide coverage for all agricultural commodities. Read More
CitrusUniversity Of Florida’s Class Of 2018 Raises The Bar …
September 4, 2014
Arriving College Of Agriculture And Life Sciences students bring strong credentials and diversity. Read More
CitrusFlorida Citrus Growers, Beekeepers Deal Proving To Be B…
September 3, 2014
EPA encourages further promotion and partnership in similar voluntary programs across the country. Read More
CitrusHarness The Marketing Power Of Video
September 1, 2014
Multimedia platform is an effective and inexpensive marketing tool for you to attract new customers and keep existing ones loyal to your brand. Read More
CitrusFlorida Department Of Citrus Knocks NPR Piece Over Juic…
August 28, 2014
Agency goes to bat for the industry regarding statement slighting OJ's health benefits. Read More
CitrusFlorida Energy Firm Charged Up About Citrus Biomass Pot…
August 28, 2014
Machine called a game-changer when it comes to a cost-effective, efficient way for tree removal and re-purposing. Read More
CitrusNational Scientific Summit On Herbicide Resistant Weeds…
August 27, 2014
Topics to be covered include the economics of proactively managing herbicide resistance, education and outreach efforts, and incentives and regulatory initiatives. Read More
CitrusClean Water Conundrum: Ditch The Rule Or Ditch The Myth…
August 26, 2014
Regulation inundation causing a rising tide of confusion for farmers. Read More
CitrusCalifornia Citrus Cleared For Chinese Export
August 25, 2014
New agreement addresses concerns over brown rot. Read More
CitrusConsolidated Citrus Eyes Giant Planned Agricultural, Em…
August 25, 2014
South Florida real estate endeavor includes a 5 million-square-foot industrial park, including 200,000 square feet of retail space and 500 hotel rooms. Read More
Citrus‘Super Cold’ Winter, Sizzling Summer On Tap In 2015…
August 21, 2014
The 223rd edition of the folksy regional forecast manual predicting extremes. Read More
CitrusBorder Crisis Not Helping Farmers
August 19, 2014
As thousands cross into the U.S. seeking refuge, calls for ag labor reform are lost in the uproar. Read More
CitrusU.S. Sugar Buying South Florida Sugar Cane And Vegetabl…
August 15, 2014
Purported deal worth $100 million to purchase farmland and assets of Knight Management Inc. Read More
CitrusFlorida’s Future Farming Leaders Dig Up Knowledge…
August 15, 2014
Class 3 of FFVA's Emerging Leader Development Program learn a lot from road trip to California's Salinas Valley. Read More
CitrusWater Bond Will Appear On California Ballot
August 14, 2014
Voters will decide if thirsty state will spend $7.5 billion, including $2.7 billion for storage. Read More