Chairman Johnson: How Florida Citrus Captured the Heart of a Nation
The Florida Citrus story is rooted deeply in the American dream; and that’s a story worth telling. There’s a story unfolding with each passing Florida Citrus season. It’s a tale
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The Impact of ‘Florida’ on Consumers’ Willingness to Pay for Orange Juice
January 19, 2021 @ 10:00 am
Dr. Lisa House provides an overview of the impacts of marketing ‘Florida’ as an attribute on consumers’ willingness to pay for orange juice.