January 28, 2016 by Florida's Natural
Exponent named public relations agency of record for Florida’s Natural® Brand Premium Juices
MINNEAPOLIS – Exponent has become the new public relations agency of record for Florida’s Natural Growers, producer of not from concentrate Florida’s Natural® brand orange and grapefruit juices, a premium brand in the juice category. Exponent was selected as the first-ever PR agency of record for the national brand, following a competitive search.
“As we look to build awareness of our unique, grower-owned story, public relations will play an essential role in communicating with new audiences,” said Chris Groom, chief marketing officer. “With their extensive knowledge and experience, Exponent is the ideal partner to help us achieve this.”
Florida’s Natural is one of the largest Florida citrus cooperatives, made up of more than 1,000 grower-members who own more than 60,000 acres of groves. Its flagship product, Florida’s Natural® brand orange juice, is one of the top three offerings in the orange juice category, with full retail distribution and availability in more than 60 countries worldwide.
Florida’s Natural selected Exponent to lead all public relations efforts for the iconic brand—from media relations and influencer engagement to reputation management. The PR work will complement the brand’s new communications strategy, brand identity and packaging, all focused on its grower-owned cooperative making a difference.
“We are incredibly honored to be the first public relations partner for this beloved premium brand,” said Tom Lindell, managing director, Exponent. “This is an exciting time for the brand and we look forward to helping Florida’s Natural achieve sustained growth through fully integrated marketing communications.”
About Florida’s Natural Growers
First formed in 1933, Florida’s Natural Growers, a division of Citrus World, Inc., is a cooperative of fourteen grower organizations representing nearly 1,000 individual growers owning over 60,000 acres of citrus in Florida. Its flagship brand, not from concentrate Florida’s Natural® brand orange juice, may be found worldwide and uses oranges from Florida and only Florida. The cooperative currently operates a processing plant in Lake Wales, Florida and a juice packaging plant in Umatilla, Florida.
Exponent Public Relations is a modern agency that creates belief in its clients’ brands. The agency’s belief-building approach has earned national recognition, including The Holmes Report’s 2015 Boutique PR Agency of the Year. Clients include CHS, Cenex Convenience Stores, Duluth Trading Company, DuPont, GEOSYS, Granular, Grain Belt, Land O’Lakes, Medtronic, Nestlé Purina, Progressive Agriculture Foundation, Ruiz Foods and WinField. Exponent is the public relations partner of Colle+McVoy and a member of the MDC Partners Public Relations Network. For more information, visit ExponentPR.com, Facebook.com/ExponentPR or follow on Twitter at @exponentpr.