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

All Vegetables Stories >All Fruits Stories >All Nuts Stories >All Citrus Stories >

The Latest

LaborWestern Growers President Speaks Out About Passage Of C…
September 29, 2014
California Governor Jerry Brown recently vetoed a Senate Bill 25 and approved Assembly Bill 1897. Read More
BerriesDrought Could Impact Spring California Strawberry Crop
September 29, 2014
Ventura County expects reduction of acres planted as surface water availability takes a hit. Read More
Apples & PearsUnusual Weather Slows Michigan Apple Maturity
September 29, 2014
Fruit may have lower Brix levels, soluble solids lower than normal. Read More
BerriesFlorida Blueberry Growers Ready To Rise To The Occasion…
September 29, 2014
Florida Blueberry Growers Association president Dudley Calfee provides state of the industry insight. Read More
CitrusFlorida Announces Its 2014 Woman Of The Year In Agricul…
September 29, 2014
Longtime award recognizes women who have made outstanding contributions to the state’s farming sector. Read More
FruitsNational Security May Depend On A Healthy Diet [Opinion…
September 29, 2014
Your bottom line as well as the future of our country will depend on promoting healthy eating to the next generation. Read More
CitrusFlorida Produce Industry Embracing Progress, Confrontin…
September 29, 2014
Production pressures and politics hot topics at FFVA’s 71st Annual Convention. Read More
BerriesDon’t Let Your Guard Slip When Taking On Thrips
September 27, 2014
Tiny insect pests can present big problems for blueberry growers. Read More
CitrusFlorida Farmers Finding Ways To Cultivate An Environmen…
September 26, 2014
Florida Agriculture Commissioner Adam Putnam salutes producers putting their best management practices forward. Read More
CitrusGrowers Should Partner Wisely To Stay Afloat Amid WOTUS…
September 26, 2014
According to Florida Grower editor Frank Giles, the Clean Water Act is muddying waters for farmers. Read More
GrapesCalifornia Winegrape Industry Leaders Adapt To Drought
September 26, 2014
State’s players stand in good stead despite numerous challenges, surveys show. Read More
GrapesGet Ready For Unified Symposium
September 26, 2014
Registration and housing slated for industry’s biggest event to open Oct. 28, and the hotel rooms go fast. Read More
BerriesIs The Diaprepes Root Weevil An Emerging Blueberry Pes…
September 26, 2014
Reports indicate longtime citrus nuisance might be tempted by the fruit of another. Read More
PotatoesIdaho Potato Commission Appoints New Commissioners
September 26, 2014
Hardy and Blanksma to serve three-year terms; Christensen reappointed. Read More
PotatoesNorthwest Potato Crop Value Up 2% From 2012
September 26, 2014
The Idaho, Washington, and Oregon combined potato crop is valued at $1.98 billion for 2013. Read More
Farm ManagementUSDA Takes Steps To Help Farmers Manage Risk
September 25, 2014
New programs offers farmers protection against price drops and additional unforeseen risks. Read More
Insect ControlTake The Battle To Bagrada Bugs
September 25, 2014
Crops Affected The bagrada bug (Bagrada hilaris) is a type of stinkbug that can cause substantial damage to cruciferous crops Read More
BerriesBeat Blueberry Gall Midge
September 25, 2014
Due diligence required in the identification, tracking, and control of this flying fiend. Read More