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

Insect & Disease UpdateCitrus Survey: New Management Techniques Trending
November 25, 2014
Growers widen their tactical approach to survive HLB. Read More
CitrusReasons Aplenty Florida Growers Should Feel Good Going Into 2015 [Opinion]
November 24, 2014
Thanks to recent industry achievements, the next 12-month period is shaping up to be a year to remember --- fondly. Read More
Varieties & RootstocksHelp On The Way Citrus Growers Can Truly Tap Into
November 24, 2014
Demand for inventory to rise as USDA’s Tree Assistance Program pushes new plantings. Read More
CitrusIndustry Organizations Sound Off On President’s Immigration Plan
November 21, 2014
Agriculture is not given the attention it so sorely deserves when it comes to the immigration debate. Read More
CitrusRamped-Up Predatory Mite Production To Benefit Growers
November 21, 2014
Biologics company Beneficial Insectary now rearing two species in its California facility. Read More
CitrusWomen’s Impact On Agriculture Impressive [Opinion]
November 18, 2014
Florida Agriculture Commissioner Adam Putnam says the long-term sustainability of farming depends on our youth. Read More
CitrusPrograms Burgeon To Promote Citrus Plantings
November 17, 2014
Processors and USDA step up to support growers who are putting new trees in the ground. Read More

The Latest

CitrusBe Willing To Take A ‘Wild Turkey’ Approach…
November 27, 2014
Editor Frank Giles says Florida Grower will be stepping up to the bully pulpit in 2015 addressing topics that impact the industry the most. Read More
CitrusNew Partnership To Expand ‘Fresh From Florida’ Foot…
November 26, 2014
Latest deal puts exclamation point on successful Asia marketing campaign. Read More
CitrusReasons Aplenty Florida Growers Should Feel Good Going …
November 24, 2014
Thanks to recent industry achievements, the next 12-month period is shaping up to be a year to remember --- fondly. Read More
CitrusIndustry Organizations Sound Off On President’s Immig…
November 21, 2014
Agriculture is not given the attention it so sorely deserves when it comes to the immigration debate. Read More
CitrusRamped-Up Predatory Mite Production To Benefit Growers
November 21, 2014
Biologics company Beneficial Insectary now rearing two species in its California facility. Read More
CitrusWomen’s Impact On Agriculture Impressive [Opinion…
November 18, 2014
Florida Agriculture Commissioner Adam Putnam says the long-term sustainability of farming depends on our youth. Read More
CitrusPrograms Burgeon To Promote Citrus Plantings
November 17, 2014
Processors and USDA step up to support growers who are putting new trees in the ground. Read More
CitrusFlorida Citrus Forecast Stands Firm Through Season’s …
November 10, 2014
Latest USDA outlook unchanged for oranges and grapefruit. Read More
CitrusForecast: South Florida Dry Season May See Fair Share O…
October 31, 2014
Outlook calls for possible above-normal precipitation around region for fall and winter months. Read More
CitrusUSDA To Provide $4 Million For Honey Bee Habitat
October 29, 2014
The funds will go toward helping growers implement conservation practices to improve honey bee health. Read More
CitrusModern Agriculture Is A True Centerpiece Of Thanksgivin…
October 27, 2014
FFAA's Mary Hartney says take time during this holiday season to give thanks where thanks is due. Read More
CitrusNOAA’s Winter Weather Outlook Runs Hot And Cold
October 27, 2014
Repeat of last year’s extreme cold and snow events east of the Rockies unlikely. Read More
CitrusFlorida Citrus Growers Get Box Tax Relief
October 23, 2014
Citrus Commission votes to put dollars back in producers’ hands to spur reinvestment. Read More
CitrusEPA Launches Program To Reduce Pesticide Drift
October 22, 2014
The voluntary star-rating program aims to protect people, wildlife and the environment. Read More
CitrusMcCrometer Introduces New Ag Management Mobile App
October 22, 2014
The app displays data on weather, ET, soil moisture, water flow, and more. Read More
CitrusAgriculture, Interior Departments Partner To Measure Co…
October 22, 2014
Goal is to provide science-based information for watershed wellness. Read More
CitrusIt’s Time For Young Farming Leaders To Engage [Op…
October 21, 2014
Florida Grower editor Frank Giles says there are capable and talented youths in the ag field ready to step up and take the reins. Read More
CitrusBayer CropScience Launches New Award To Recognize Produ…
October 21, 2014
Award recognizes innovation that enhances the role of produce in creating better lives. Read More