Dispelling Misconceptions Surrounding the Recent FDA’s Proposed Ruling and How it Will Impact Florida Orange Juice
Bartow, Fla. — This month, the FDA proposed a new rule to decrease the standard for sugar levels, known as Brix, from 10.5 to 10 degrees in pasteurized orange juice. The Florida citrus industry, along with the Florida Department of Citrus (FDOC), the Florida Citrus Commission, and legislative leaders, have advocated for this modification for years to more accurately reflect the natural changes in Florida’s citrus crop.
The Misconception: The Proposed Ruling is because of Rising Concerns Surrounding Sugar Consumption
Simultaneously, recent years have seen an emphasis on reducing sugar consumption— particularly refined sugars and added sugars in highly processed foods— and understandably so. As recently as September 2024, the CDC shared new data showing the prevalence of adult obesity in the United States remains high. Experts in this announcement cite that sugar is not the only enemy of obesity, but has many factors that contribute to this epidemic, such as stress, the gut microbiome, genes, access to affordable food, and more.
Still, it’s worth stressing the importance of limiting added sugars. According to the Dietary Guidelines for America (DGA), anyone ages two years or older should limit added sugars as much as possible, consuming less than 10 percent of your daily calories (or 50 grams, if you’re on a 2,000-calorie-per-day diet). To put that in perspective, if you have only one 12-ounce serving of regular soda, you’ve already consumed 37 grams of added sugars.
When it comes to natural sugars, however, experts take the opposite stance. Multiple organizations— the DGA, the World Health Organization (WHO), and the American Heart Association (AHA), to name a few— all agree that natural sugars have a very important place in a balanced diet. Naturally occurring sugars (such as those found in fruits and vegetables, as well as in beverages like milk and 100% fruit juices) play a valuable role in our daily nutrition with a unique package of essential nutrients. In the case of 100% orange juice, “numerous studies report that children or adults who consume 100% orange juice are no more likely to be overweight or obese compared to those who do not consume it,” said Jennifer Hillis, a registered dietitian nutritionist and citrus nutrition research liaison at the University of South Florida College of Public Health.
However, despite the irrefutable fact that 100% orange juice has no added sugar and the source of its natural sweetness comes only from the orange itself, a fresh fruit, this American beverage staple is oftentimes the primary target for backlash from those concerned about added sugar intake and incorrectly lumped into the same group as sugar-sweetened beverages.
With education still needed for many consumers on the difference between natural and added sugars, it would be easy to misinterpret the recent FDA’s proposed ruling as a response to the rising concerns of sugar consumption, but that is not the intent or purpose behind this modification.
The Reality: The Proposed Ruling is the Result of an Evolving Industry Amidst Citrus Greening
To understand why this proposed ruling from the FDA has come about, we need to visit the groves in Florida. There, growers are in a constant struggle against the worst agricultural disease in citrus history, and it’s not without its casualties. Huanglongbing (HLB), also known as citrus greening disease, has been plaguing Florida’s citrus industry for nearly twenty years. The tiny Asian citrus psyllid spreads the disease, which weakens and eventually kills citrus trees.
While there is currently no cure for citrus greening, the industry is working tirelessly to reset, recover, and replant citrus trees using a multi-pronged set of sustainable solutions. Some of those solutions include planting new citrus tree varieties that possess a high tolerance to the disease, growing citrus under protective screens (CUPS), systemic applications of oxytetracycline (OTC), and advocating to lower the minimum Brix requirement, among other sustainable treatments being researched.
“The supply challenges resulting from citrus greening and recent hurricanes, not a change in consumer preference, is what’s really behind the industry’s advocation for lowering the minimum Brix requirement,” said Shannon Shepp, executive director of the FDOC. “And, as global orange juice supplies tighten, we are starting to see cheaper, less nutrient-dense alternatives on grocery store shelves.”
“Blends and ‘juice drinks’ often arrive in cartons and bottles that mimic the look of 100% orange juice,” said Dr. Marisa Zansler, director of economic and market research for the FDOC. “The resemblance makes it harder for shoppers to tell the difference quickly, which can lead to accidental swaps at the shelf. Over time, that confusion risks shifting purchases away from 100% orange juice made from Florida-grown fruit, chipping at demand just when the industry needs it most.”
These “juice drinks” that are being packaged similarly to 100% orange juice, according to Dr. Zansler, might have added sugars, so she recommends that consumers read nutrition labels carefully.
From the Florida citrus growers’ perspective, lowering the standard for sugar levels by a half degree means that they’ll be able to harvest more Florida oranges destined for 100% orange juice, and that is something that is sorely needed with the current supply challenges.
“Florida’s citrus growers have advocated for this regulatory change since 2022, petitioning the FDA to revise the standard of identity for orange juice to better reflect the Brix levels in today’s Florida-grown oranges. If FDA’s proposed rule is finalized, it will be a monumental step forward in helping Florida citrus growers bring more orange juice to market, remain competitive, and ensure consumers can enjoy the high-quality Florida orange juice they know and love,” said Matt Joyner, executive vice president and CEO of Florida Citrus Mutual.
The Facts: 100% orange juice is a Nutrient-dense Beverage with no Added Sugar
If the proposed rule goes into effect, will it change the taste of 100% orange juice? Experts report that it won’t.
“If the minimum Brix is changed from 10.5 to 10, the taste of 100% orange juice will not be affected, nor will it change the overall nutrition density,” said Hillis.
As a dietitian, Hillis is aligned with the DGA, the WHO, and the AHA: 100% orange juice— because of its nutritional benefits, its hydration support, and the fact that it has no added sugar— has a strong place in balanced daily nutrition. “One 8-ounce glass of 100% orange juice is an excellent source of vitamin C, an essential antioxidant that supports immune function,” said Hillis. “Research shows that vitamin C may help reduce the duration and severity of cold symptoms. For those who suffer from chronic disease, vitamin C helps mitigate inflammation and supports healing. Plus, one 8-ounce glass per day is a good source of potassium, thiamin, and folate, further contributing to your overall nutrient intake will supporting the immune system.”
She also points out that 100% orange juice is a heart-healthy beverage. “The folate and vitamin B6 that naturally occur in citrus may help protect against heart disease by lowering homocysteine levels in the blood, an amino acid that causes damage to the arteries,” said Hillis. “Clinical studies show that the flavonoids such as hesperidin in 100% orange juice also reduces total cholesterol, especially LDL (or “bad”) cholesterol. Furthermore, it helps to reduce blood pressure and triglyceride levels.”
Finally, she reports that “several phytonutrients found in 100% orange juice play an important role in cognitive health. Flavonoids and thiamin, along with vitamins C and B6, help adults avoid deficiencies that contribute to memory loss, confusion, and dementia,” said Hillis. “Clinical studies reveal that adults who consume 100% juice score better on combined tests for global cognitive function when compared with adults who do not. Including 100% orange juice in a healthy diet may play a role in lowering the risk of subjective cognitive decline.”
With so many health benefits backed by clinical studies, it shows the nutritional value of 100% orange juice. “Every month, the University of Florida tracks consumer perceptions of orange juice through a nationally, demographically representative survey,” said Dr. Zansler. “The research further indicates the economically significant drivers of demand, and it paints a clear picture: the vast majority of consumers continue to associate 100% orange juice with positive attributes, such as nutrition, taste, and value.”
These surveys reveal that American consumers appreciate the nutritional value in consuming 100% orange juice while knowing that an 8-ounce serving contains about 23 grams of natural sugar, coming only from oranges. “When consumers were asked about purchase intent, specifically the reason(s) why they didn’t purchase orange juice in any given month, only 16.1 percent of respondents marked ‘too much sugar’ as a reason,” said Dr. Zansler. “Over 70 percent of respondents marked other reasons such as ‘didn’t feel like drinking it recently,’ ‘already had some at home,’ noted the ‘price,’ or ‘not top of mind.’”
The DGA recommends that water, along with low-fat/fat-free milk and 100% fruit juice, should be the primary beverages of choice to maintain a healthy diet. So, next time you’re looking for a delicious, all-natural beverage, you know you can turn to the original, time-tested wellness drink— Florida Orange Juice— without hesitation.
And should the FDA’s proposed ruling to revise the standard of identity for pasteurized orange juice take effect, it will allow more Florida oranges to be in that delicious, good-for-you glass.
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About the Florida Department of Citrus
The Florida Department of Citrus is an executive agency of the Florida government charged with the marketing, research, and regulation of the Florida citrus industry. Its activities are funded by a tax paid by growers on each box of citrus that moves through commercial channels. The industry employs more than 32,500 people, provides an annual economic impact of $6.9 billion to the state, and contributes hundreds of millions of dollars in tax revenues that help support Florida’s schools, roads, and health care services. For more information about the Florida Department of Citrus, visit FloridaCitrus.org/newsroom.