FDOC Working For You: Proactively Protecting Florida Citrus

Information is accessible 24/7 from traditional media and mobile devices bombarding us with often conflicting messages and creating confusion. “News” is no longer generated exclusively by trained journalists. Now, citizens can break a story, post a blog, or spread the word via social media.

As the marketing agency for citrus growers, it is critical for us to stay ahead of the news stream to protect the reputation of Florida citrus. In today’s information-on-demand society, consumers expect instantaneous answers from the companies they buy from.

How do we meet these expectations? As with all marketing programs, FDOC utilizes strategic thinking to create a proactive public affairs program.

Straight To The Source

We speak with you, the Florida grower, as well as key constituents including industry organizations, brand partners, and trade groups to identify current issues and emerging concerns.

We monitor national television, radio, newspapers, and websites on a daily basis to see what topics the media is covering in order to anticipate future inquiries about the citrus industry.

Together, with our partner agencies, we discuss potential “What if?” scenarios. What if we experience a freeze this year? What if a reporter challenges the nutrition content of citrus? What if the price of orange juice goes up? As you can imagine, the list of questions continues to grow.

Reliable Sounding Board

FDOC is prepared with answers. We create industry statements about numerous topics, so we can provide an immediate response. We also determine the most credible and qualified individuals to speak about Florida citrus, then arm them with up-to-date information so they can dialogue on our behalf.

Then we go out and proactively ask questions. We identify what stories reporters are working on now and what topics are planned for the future. We build relationships with media and provide credible resources including accurate information and experts available for interviews to encourage balanced coverage that includes the citrus industry perspective.

We cannot always control the message, but we can be an active participant in the conversation and share the perspective of our industry.

Over time, we have all worked together to build a positive reputation for Florida citrus. The FDOC will continue to do its part to protect and preserve this valuable asset on your behalf. Together, we can help ensure the continued consumer acceptance and future sustainability of Florida citrus.

Leave a Reply

Featured Stories
Grapes
February 18, 2017
Sustainability Is a Growing Factor in Wine Purchasing
California Sustainable Winegrowing Alliance updates certification program, shows sustainability is important part of wine trade. 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 it is grown, but how it's grown. Read More
Grapes
February 17, 2017
Washington Organization Rebrands Itself
Washington Association of Wine Grape Growers unveils new identity at convention, now known as Washington Winegrowers Association. Read More
Registration area at the 2017 Florida Blueberry Growers Association Spring Meeting
Berries
February 17, 2017
Florida Blueberry Growers Counting on a Comeback
With last season's disaster in the rear view, all eyes are searching for bluer skies. Read More
Agras MG-1 agriculture drone
Equipment
February 17, 2017
Wanted: Tech Innovators for Drone Challenge
Land O'Lakes Prize offers up $150,000 to help make drones more useable for farmers Read More
Fruits
February 17, 2017
Are Drones the Future of Pollination?
Researchers in Japan have turned drones into robot bees as artificial pollinators. Read More
GenNext Growers
February 16, 2017
Young Start-Up Hort Tech Companies Honored
Western Growers Center for Innovation & Technology Scholarships promote sustainability. Read More
GenNext Growers
February 16, 2017
Young Farmer Success Act Reintroduced to Congress
Bill to add young growers to Public Service Loan Forgiveness Program. Read More
Fruits
February 16, 2017
New App Helps Fruit Growers Calculate Chill Hours
App helps growers calculate chill hours based on locations and models and assess physiological needs of fruit crops. Read More
The Latest
Grapes
February 18, 2017
Sustainability Is a Growing Factor in Wi…
California Sustainable Winegrowing Alliance updates certification program, shows sustainability is important part of wine trade. Read More
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
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 it is grown, but how it's grown. Read More
Grapes
February 17, 2017
Washington Organization Rebrands Itself
Washington Association of Wine Grape Growers unveils new identity at convention, now known as Washington Winegrowers Association. Read More
Berries
February 17, 2017
Florida Blueberry Growers Counting on a …
With last season's disaster in the rear view, all eyes are searching for bluer skies. Read More
Equipment
February 17, 2017
Wanted: Tech Innovators for Drone Challe…
Land O'Lakes Prize offers up $150,000 to help make drones more useable for farmers Read More
Fruits
February 17, 2017
Are Drones the Future of Pollination?
Researchers in Japan have turned drones into robot bees as artificial pollinators. Read More
GenNext Growers
February 16, 2017
Young Start-Up Hort Tech Companies Honor…
Western Growers Center for Innovation & Technology Scholarships promote sustainability. Read More
GenNext Growers
February 16, 2017
Young Farmer Success Act Reintroduced to…
Bill to add young growers to Public Service Loan Forgiveness Program. Read More
Fruits
February 16, 2017
New App Helps Fruit Growers Calculate Ch…
App helps growers calculate chill hours based on locations and models and assess physiological needs of fruit crops. 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
Vegetables
February 15, 2017
Tanimura & Antle Will Now Be Partial…
The third-generation farming company takes employee commitment to the next level Read More
Business Planning
February 15, 2017
Are Retailers Your New Competition?
Target will be following a trend that is already under way in Germany and China: offering shoppers greens that are grown right there in the store. 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
Farm Management
February 14, 2017
Californians Holding Breath as More Stor…
Nearly 200,000 people evacuated below nation’s tallest dam; even growers have had enough for now. Read More
Stone Fruit
February 14, 2017
Georgia Peach Growers Brace for Low Chil…
Last year trees netted almost 700 chill hours; however, Extension agent expects that figure to drop to 600 hours this year. Read More
Grapes
February 14, 2017
2016 California Winegrape Crush Up 9%
Prices were up 12%, and red wine grapes continue to gain on white wine grapes in popularity, though ‘Chardonnay’ remained king. Read More
Berries
February 14, 2017
Wish Farms Shows Love With Super-Sized S…
More than 4,000 pounds of locally grown produce from Central Florida farming operation goes to help feed needy families in the Tampa area. Read More