This is a prime example of how the FDOC never stops working to keep Florida Orange Juice top-of-mind.
With the 2024-25 harvest season coming to a close very soon, it’s time to take a deep breath (albeit, a very brief one) and focus on preparations for next year’s crop. Over the summer, the work never stops. We are nurturing our fruit while praying for no hurricanes. And, just like our work never stops, the work of the Florida Citrus Commission (FCC) and the Florida Department of Citrus (FDOC) never stops. Our marketing programs work year-round to drive sales of Florida Orange Juice, for example, and our team is continuously investigating relevant trends in the food and beverage marketplace to keep Florida Citrus and Florida Orange Juice top-of-mind for American consumers.
One such trend has come up and is getting some coverage from the media. Recent articles call out how consumers are “snacking less,” citing that this is happening for multiple reasons. Some of the causes behind this trend include the costs of food or concerns about finances, as well as a growing desire to eat healthier and reduce the consumption of foods with additives and artificial dyes.
The last reason for this shift in consumer behavior is what interests our team the most. Our FDOC Director of Economic and Market Research, Dr. Marisa Zansler, has this to add about the recent trend: “The most recent IFIC Food and Health Survey report shows that 77% of respondents who were focused on more mindful eating are doing so because they want ‘to be healthier,’ which goes hand-in-hand with consumers seeking foods free from unnecessary additives or artificial ingredients.”
Since both Florida Citrus and Florida Orange Juice are each made up of just one wholesome and nutrient-packed ingredient with nothing added, it presents an opportunity to reach consumers with concerns about additives and artificial ingredients in their food and beverages (aka, those individuals focused on more mindful eating). There’s nothing more natural than a food or beverage that comes straight from Mother Nature, and that’s exactly what we produce. Dr. Zansler also points out, “Our collaborative research finds that consumers with higher health benefit awareness of 100% orange juice are willing to pay about 6% more, on average, than those with a lower health perception. This trend has remained consistent for many years as orange juice continues to be valued for its nutritional benefits.”
One way that we are maximizing on the opportunity presented by these consumer insights is by having a presence at the American Sports and Performance Dietitians Association’s (ASPDA) annual conference this month. While there, our team will be connecting with professionals who train with and give nutritional advice to athletes and athletic minded individuals who we’ve identified as potential buyers falling into our target audience as modern juice consumers.
We’ll be showing these professionals how Florida Orange Juice is an ideal companion to an active lifestyle, as well as how to make hydrating, nutritious snacks with Florida Orange Juice as a core ingredient, like the Sunburst Smoothie recipe on our consumer website.
At the ASPDA conference, these professionals will be looking for ways to give their clients science-backed recommendations for foods and beverages that will help support their performance goals. By arming them with nutritional facts and resources, we are positioning Florida Orange Juice to be one of their top choices when looking for a natural, nutrient-packed beverage to support their overall health and wellness.
Steve Johnson is Chairman of the Florida Citrus Commission, which oversees the Florida Department of Citrus. He is the owner and general manager of Johnson Harvesting, Inc., based in Wauchula, FL.
