As the Florida Citrus harvest season gets underway, our industry is focused on the present. We carry the lessons of the past with us and look with purpose toward what the future holds.
The Florida Citrus Commission shares that mindset, and so does the FDOC marketing program we oversee. It’s tuned to support the current conditions of our industry while laying the foundation for a stronger tomorrow. At yesterday’s FCC meeting, FDOC staff presented a thorough, comprehensive report from the Global Marketing Committee, and I encourage every grower to review it at FDOCGrower.com.
The results for Florida Orange Juice are strong. Through September, marketing and promotions have generated $17.4 million in attributed sales, a return of $20.57 for every dollar invested. The first of four Limited Time Offering (LTO) programs wrapped up in Tampa last week. It drew great buzz around trendy beverages that each featured Florida Orange Juice as the star ingredient. The remaining three programs will take place in D.C., Atlanta and New York in early 2027, keeping the excitement about Florida Orange Juice’s versatility flowing. This is just one of the strategic programs the Commission has in motion.
For fresh Florida Citrus, FDOC staff have spent the past several months working with packinghouses and growers on a plan that drives consumer awareness and demand, and strengthens our relationships with retail buyers. That plan includes more than 800 grapefruit demos at major U.S. retailers this winter.
Our industry is committed to rebuilding and planting new trees. Alongside that commitment, these marketing initiatives are what Florida Citrus needs to make the most of the present and secure its future.
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.