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

CitrusSouthwest Florida Citrus Bus Tour Yields Learning Opportunity
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 Variety Offerings
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
Apples & PearsNovember Cold May Hurt Washington Orchards
December 17, 2014
But it’s too early to tell if well-below-normal temperatures will increase tree mortality. Read More
NutsAlmond Growers Lose Trees In Storm
December 17, 2014
Last week’s welcome rains in California knocked down trees, especially older ones. Read More
NutsAlmond Conference Draws Record Attendance
December 17, 2014
Nearly 3,000 industry professionals attend 42nd annual event in Sacramento, CA. Read More
Insect & Disease UpdateManage HLB From The Bottom Up
December 17, 2014
Finding the right balance between the roots and shoots is critical to disease mitigation. Read More
VegetablesVariety Trials 2014: Seedway
December 17, 2014
As part of American Vegetable Grower’s (AVG) 2014 variety trial coverage, we visited Seedway’s seed trial at Spiral Path Organic Farm in Loysville, Read More
OrganicUSDA Proposes Expansion Of Organic Assessment Exemption
December 17, 2014
Action would increase the entities exempt from paying assessments for promotion programs on products certified as “organic” or “100% organic.” Read More

The Latest

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
Apples & PearsNovember Cold May Hurt Washington Orchards
December 17, 2014
But it’s too early to tell if well-below-normal temperatures will increase tree mortality. Read More
NutsAlmond Growers Lose Trees In Storm
December 17, 2014
Last week’s welcome rains in California knocked down trees, especially older ones. Read More
NutsAlmond Conference Draws Record Attendance
December 17, 2014
Nearly 3,000 industry professionals attend 42nd annual event in Sacramento, CA. Read More
Insect & Disease UpdateManage HLB From The Bottom Up
December 17, 2014
Finding the right balance between the roots and shoots is critical to disease mitigation. Read More
VegetablesVariety Trials 2014: Seedway
December 17, 2014
As part of American Vegetable Grower’s (AVG) 2014 variety trial coverage, we visited Seedway’s seed trial at Spiral Path Organic Farm in Loysville, Read More
OrganicUSDA Proposes Expansion Of Organic Assessment Exemption
December 17, 2014
Action would increase the entities exempt from paying assessments for promotion programs on products certified as “organic” or “100% organic.” Read More
MarketingThe U.S. Potato Board Receives $5 Million In Funding To…
December 17, 2014
The funds will be used to help increase consumption of frozen, dehydrated, chip stock, table stock and seed potatoes around the world. Read More
ProductionNational Vegetable Grafting Symposium To Take Place Jan…
December 17, 2014
The third grafting symposium, Growing New Roots for the Vegetable Industry in the U.S., will be held at the Savannah International Trade and Convention Center in Savannah, GA. Read More
VegetablesOutstanding Seed Co. LLC, Showcases Their Latest Vegeta…
December 16, 2014
For more information, please contact: Outstanding Seed Company, LLC P.O Box 202 Monaca, PA 15061 877-248-4567; fax: 724-775-1644 outstandingseed.com Read More
VegetablesJohnny’s Selected Seeds Showcases Their Latest Ve…
December 16, 2014
For more information, please contact: Johnny’s Selected Seeds 955 Benton Ave. Winslow, ME 04901 877-564-6697; fax: 800-738-6314 johnnyseeds.com Read More
Apples & PearsFour Highlights You May Have Missed At Great Lakes Expo
December 16, 2014
Record-setting crowd sat in on presentations featuring precision orchard management, mechanical berry harvesters, biocontrols, and more. Read More
FruitsGrower Input Needed For Spotted Wing Drosophila Survey
December 16, 2014
Results of stakeholder needs survey helps prioritize research and education activities. Read More
CitrusUSDA Offers Crop Disaster Assistance For Fruit And Vege…
December 16, 2014
Free basic coverage plans and premium discounts available for new, underserved, and limited income farmers who had been ineligible for federal crop insurance. Read More
Crop ProtectionFine Americas Bolsters Technical, Sales Force
December 16, 2014
Plant growth regulator company adds two industry veterans to enhance agriculture, ornamental, and landscape business. Read More