It’s time to reset, renew, and be a part of the Florida Citrus renaissance story.
As I write this column, Florida’s legislative leaders have reached an agreed upon plan for appropriations of spending in the 2025-26 fiscal year. Next up, it will head to Governor DeSantis’ desk for review in advance of July 1. Within the 115.1 billion dollar budget is nearly $140 million investment in the Florida citrus industry.
Of that $140 million investment:
- $104.5m is dedicated to reset and replanting initiatives through the Citrus Research and Field Trial (CRAFT) Foundation;
- $10m for dedicated marketing efforts by the FDOC to keep 100% orange juice top-of-mind in the highly competitive beverage category;
- and $2m for the FDOC’s Citrus Recovery program to advance technologies and varieties that prove higher tolerance or resistance to citrus greening.
There are other investments in the industry that Matt discusses in his column. The $104.5m is an unprecedented amount— an increase of 86.5 million over the previous year. My heartfelt thanks go out to all in our industry who took time to advocate on our behalf, and to those policymakers who recognize our impact on Florida. I especially want to thank Senate President Ben Albritton for his infallible leadership and for holding Florida citrus in a spotlight at a time when we sorely need it. We’re not just trying to survive— we’re going to beat back the effects of citrus greening— we’re determined to thrive.
Evidence of this determination isn’t free, and it will take both public (like the funds you see above) and private (our growers’ stake in the business) investment to get us there. Dr. Marisa Zansler, the FDOC director of economic and market research, gave an excellent presentation on this topic at the most recent FCC Meeting, which was held in conjunction with the Florida Citrus Industry Annual Conference in Bonita Springs. If you were able to attend this meeting, you heard the numbers and facts— not wishing or hope— of what it will take to get nearly 4.5 million new orange trees in the ground over the next three years.
The Florida citrus replanting strategy by the numbers were presented like this:
- Nearly 4.5 million new orange trees planted;
- Equates to about 25,625 acres restored over a three-year period;
- At a cost of about $4,176 per acre;
- Projects first meaningful harvests by year five;
- Full productivity reached by year 10 with an annual output of 7 million boxes;
- Over a 20-year outlook, estimated annual production of this replanting strategy is 7.7 million boxes;
- Resulting in a total estimated net block income of $225.4 million to growers from processed oranges alone over the period;
- This model incorporates ongoing grower expenses, such as caretaking and harvesting, which can reach nearly $2,000 per acre annually.
With the current funding from the state, this model for replanting our Florida citrus is not only economically viable, but also actionable. It’s important to note that the projections within this model are conservative when estimating the level of production from the proposed replantings. For example, some grove blocks will have the irrigation to support higher density plantings. However, I will acknowledge that funding from the state without our skin in the game means nothing.
Simultaneously, and in perfect tandem with what we now know could be a real renaissance for the citrus industry, the FDOC is working around the clock to make sure that the value of 100% orange juice remains front-and-center in a cut-throat competitive beverage market. Consumers, though they want to be educated, are forgetful at times— especially when their wallets are stretched thin. And that’s because they are bombarded with options, especially in the beverage category. The FDOC marketing team is dedicated to reinforcing the value of Florida Orange Juice at a time when value matters more than price to the consumer— meaning that they want what delivers the most value for their dollar— and the FDOC marketing team is devoted to driving sales for Florida Orange Juice at a time when it’s needed the most.
The Florida citrus replanting strategy above are facts and numbers; the FDOC team is the sales engine to power those facts and numbers; and we (the growers) are the driving force to make those facts and numbers a reality. We need you to answer the call, to be a part of our renaissance story, and replant. Our parents, grandparents, and great-grandparents each faced their own unique challenges that they had to rise above; and like those who came before us, we will rise to meet this challenge and overcome. As we continue headlong into summer, my hope and prayer for all of us is beneficial rain, no hurricanes, and a fruitful harvest next season. When my next column reaches you, it will not be long before our citrus is ripe for picking.
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.
