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

Featured Stories

TomatoesSakata Introduces Three New Bell Pepper Varieties
December 22, 2014
The seed breeder and distributor introduced three new bell peppers bred to thrive in Eastern regions. Read More
TomatoesBreeders Develop Plant That Grows Black And White Tomatoes
December 22, 2014
UK researchers have bred a tomato plant that grows black and white fruit by breeding two rare varieties together. Read More
CitrusNew Billboard Campaign Champions ‘Fresh From Florida’ Crops
December 22, 2014
Marketing initiative geared to drive more consumers toward purchasing in-season selections. Read More
CitrusUSDA Pesticide Summary Confirms Residues Pose No Safety Risk
December 22, 2014
Annual summary shows overall chemical residues found on foods are at levels below the tolerances established by EPA. Read More
CitrusAce Pump Adds Two New Stainless Models To Its 650 Max Series
December 22, 2014
The equipment is designed to provide long-lasting performance. Read More
Insect & Disease UpdateDon’t Wait For The Other Fruit To Drop [Opinion]
December 21, 2014
With all the positive vibes seeming to flow from the Florida citrus industry, why is everyone still so nervous? Read More
CitrusAg Land Value Goes Back To The Future
December 20, 2014
Good ground and longevity are the best positions moving forward. Read More
VegetablesSeminis Hosts Growers For Its 2014 Southeastern Field Day
December 19, 2014
Seed company showcases new varieties available now and in the pipeline. Read More
CitrusFeed The People With Food And Food For Thought [Opinion]
December 19, 2014
Educating the general public about agriculture is a daunting task that can be accomplished one bite at a time. Read More
CucurbitsNew Product Takes Aim At Nematodes
December 19, 2014
NIMITZ receives EPA and Florida registrations. Read More

The Latest

TomatoesSakata Introduces Three New Bell Pepper Varieties
December 22, 2014
The seed breeder and distributor introduced three new bell peppers bred to thrive in Eastern regions. Read More
TomatoesBreeders Develop Plant That Grows Black And White Tomat…
December 22, 2014
UK researchers have bred a tomato plant that grows black and white fruit by breeding two rare varieties together. Read More
CitrusNew Billboard Campaign Champions ‘Fresh From Florida&…
December 22, 2014
Marketing initiative geared to drive more consumers toward purchasing in-season selections. Read More
CitrusUSDA Pesticide Summary Confirms Residues Pose No Safety…
December 22, 2014
Annual summary shows overall chemical residues found on foods are at levels below the tolerances established by EPA. Read More
CitrusAce Pump Adds Two New Stainless Models To Its 650 Max S…
December 22, 2014
The equipment is designed to provide long-lasting performance. Read More
Insect & Disease UpdateDon’t Wait For The Other Fruit To Drop [Opinion]
December 21, 2014
With all the positive vibes seeming to flow from the Florida citrus industry, why is everyone still so nervous? Read More
CitrusAg Land Value Goes Back To The Future
December 20, 2014
Good ground and longevity are the best positions moving forward. Read More
VegetablesSeminis Hosts Growers For Its 2014 Southeastern Field D…
December 19, 2014
Seed company showcases new varieties available now and in the pipeline. Read More
CitrusFeed The People With Food And Food For Thought [Opinion…
December 19, 2014
Educating the general public about agriculture is a daunting task that can be accomplished one bite at a time. Read More
CucurbitsNew Product Takes Aim At Nematodes
December 19, 2014
NIMITZ receives EPA and Florida registrations. Read More
Crop ProtectionSuccess Sans Methyl Bromide Could Prove Costly
December 19, 2014
Economic factors must be accounted for when seeking a suitable replacement. Read More
VegetablesEnza Zaden Cuts Ribbon For New Florida Vegetable Resear…
December 18, 2014
Seed company shows off new digs and new varieties at its Myakka City field station. Read More
VegetablesRispens Seeds Highlights Their Latest Vegetable Varieti…
December 18, 2014
For more information, contact: Rispens Seeds 1357 Dutch American Way, P.O. Box 310, Beecher, IL 60401 708-946-6560; 888-874-0241; fax: 708-946-6115 Read More
Protected Agriculture2014 Marks The 50th Anniversary Of The Double-Poly Gree…
December 18, 2014
Double-poly greenhouses revolutionized the greenhouse industry back in the 1960s, opening the way for developments that still impact the industry 50 years later. Read More
CitrusSouthwest Florida Citrus Bus Tour Yields Learning Oppor…
December 18, 2014
Find out what Florida Grower editor Frank Giles saw and heard during Peace River Valley Citrus Growers Association's annual outing. Read More
Fruits6 Food Trends For 2015
December 17, 2014
University of Florida experts predict what will be cooking for the upcoming year. Read More
VegetablesReed’s Seeds Showcases Their Latest Vegetable Var…
December 17, 2014
For more information, contact: Reed’s Seeds 3334 NYS 215 Cortland, NY 13045 607-753-9095; fax: 607-753-9511 rsjackie@twcny.rr.com Read More
CitrusStudy: Florida Citrus Valued At More Than $10 Billion
December 17, 2014
Industry continues to have large impact on the state’s economy. Read More