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
Cartoon sketch of a citrus seed machine
Varieties & Rootstocks
February 22, 2017
Citrus Nurseries Analyze the Need for Seed
It seems many growers are more certain about their scion choices than they are about available rootstocks. Read More
citrus psyllid closeup
Insect & Disease Update
February 18, 2017
The War on Citrus Psyllids Still Raging
Despite control challenges, keeping the pest in check remains the best approach to managing HLB. Read More
IMPAC.org screenshot
Citrus
February 17, 2017
How Precision Agriculture Is Helping Farmers Win Over Consumers
New Florida-based organization is seeking to break down barriers between farmers and shoppers by providing a platform to not only show what is grown, but how it's grown. Read More
Brussels Sprout on a fork
Citrus
February 16, 2017
Food Trends Driving Growth Opportunities for Florida Farmers
More niche markets emerging for growers to give consumers what they want and need. Read More
John Merritt
Citrus
February 15, 2017
Florida Citrus Community Loses Longtime Leader to Leukemia
John Merritt, known as an innovative grower and staunch industry advocate, was 60. Read More
Grower Jonathan Brown of Bethel Farms inspects his citrus grove.
Citrus
February 9, 2017
Florida Citrus Forecast Comes Full Circle With Latest Update
Amid up-and-down pattern, USDA puts all-orange production numbers back on target with initial estimate. Read More
Load of pot poorly camouflaged as Key limes
Citrus
February 8, 2017
Nearly Two Tons of Pot Plucked From Load of Key Limes
Shaped to resemble the tangy citrus fruit, law enforcement officials extract 34,764 packages allegedly filled with an ingredient not intended for pies. Read More
The Latest
Citrus
February 25, 2017
Citrus Research Investments Yielding Pos…
Despite still having mounds of wood to chop, grower, federal, and state programs collectively are making a dent. Read More
Citrus
February 22, 2017
New Insecticide Available to Combat Suck…
Minecto Pro from Syngenta has received EPA approval for use in specialty and vegetable crops to control lepidopteran and other pests. Read More
Citrus
February 22, 2017
Skilled Labor Needed to Keep Agriculture…
Even with the challenge of feeding a growing global population at hand, has focus been lost on recruiting where jobs on the farm are need most? Read More
Citrus
February 17, 2017
How Precision Agriculture Is Helping Far…
New Florida-based organization is seeking to break down barriers between farmers and shoppers by providing a platform to not only show what is grown, but how it's grown. Read More
Citrus
February 16, 2017
Food Trends Driving Growth Opportunities…
More niche markets emerging for growers to give consumers what they want and need. Read More
Citrus
February 15, 2017
Florida Citrus Community Loses Longtime …
John Merritt, known as an innovative grower and staunch industry advocate, was 60. Read More
Citrus
February 9, 2017
Florida Citrus Forecast Comes Full Circl…
Amid up-and-down pattern, USDA puts all-orange production numbers back on target with initial estimate. Read More
Citrus
February 8, 2017
Nearly Two Tons of Pot Plucked From Load…
Shaped to resemble the tangy citrus fruit, law enforcement officials extract 34,764 packages allegedly filled with an ingredient not intended for pies. Read More
Citrus
February 5, 2017
New Product Helps Bees Brush Off Mites
A British company developed Bee Gym, distributed by Vita Ltd. Read More
Citrus
February 3, 2017
Wonderful Citrus Stakes a Major Claim in…
Acquisition of the largest citrus marketer in Florida makes California company the crop’s top grower, shipper, and packer in the U.S. Read More
Citrus
February 2, 2017
Florida Seeking to Fete More Eco-Innovat…
Nominations open for the Commissioner’s Agricultural-Environmental Award. Read More
Citrus
February 2, 2017
University of Florida Celebrating a Cent…
Cheers all around for UF/IFAS' CREC, the largest facility in the world devoted to a single commodity. Read More
Citrus
January 30, 2017
List of Best College Farms Released
Website evaluated farms on sustainability factors, community programming, and courses available at the university or college farm, not just in the classroom. Read More
Citrus
January 30, 2017
Game Far From Over for Florida Citrus
Attendees of the 2017 Florida Citrus Show convene to commiserate over current challenges, vet future wins via new varieties. Read More
Citrus
January 25, 2017
Ban Lifted on USDA News Releases
Acting USDA deputy administrator says the practice is typical with new administration changes. Read More
Citrus
January 25, 2017
USDA-ARS to Halt Publishing News Release…
News media confirm report. Read More
Citrus
January 24, 2017
Trump Withdraws U.S. From Trans-Pacific …
Fresh produce export market to hit a wall with signing of executive order. Read More
Citrus
January 20, 2017
Farming Will Always Have a Place in Flor…
Growers are resilient and agriculture will survive in our state and elsewhere. It has to, if we want food on our plates. Read More