Bartow, Fla. – Yamano & Associates, the Florida Department of Citrus’s (FDOC) partner agency in Japan for over 40 years, recently concluded an educational tour in Florida, continuing its efforts to explore and engage with key individuals in the Florida citrus industry.
The two-day tour provided Yamano & Associates with a unique opportunity to closely observe the operations and processes involved in the Florida citrus industry, including the various methods to combat greening such as CUPS (citrus under protective screen) and systemic tree applications, quality control and sustainability methods. The tour also included discussions with FDOC Executive Director Shannon Shepp, Florida Citrus Commission Chairman Steve Johnson, and meetings with exporters and processors to review 2022-23 marketing and public relations programs, and to discuss preliminary plans for the 2023-24 season.
“This educational trip to Florida provided us many great insights into the future of Florida citrus, and it was exciting to speak with so many people, from growers to processors to exporters, to learn about the ways they plan to regrow the industry,” said Yamano & Associates President Nina Yamano. “The Florida citrus industry has faced many challenges in recent years, but they are fighting it with passion and innovation. We were able to see a great optimism for future success in everyone we met, and this knowledge will also help our trade partners as we continue to develop marketing and public relations programs to highlight Florida grapefruit and grapefruit juice.”
Since the 1980’s, Yamano & Associates has helped to promote the unique, premium quality and taste of Florida grapefruit and grapefruit juice in Japan through retail promotions and sampling, food service events and public relations efforts. The success of those programs helped expand demand and marketing efforts into other Asian countries. The U.S. is the second-largest exporter of grapefruit to Japan according to the Japan Ministry of Finance.
“Yamano & Associates has played a vital role in the promotion of Florida grapefruit and grapefruit juice throughout Japan, and we were honored by their visit to Florida to learn about the future of the Florida citrus industry,” stated John Fuller, FDOC Global Marketing Director. “There is optimism on the horizon for this industry, and it was exciting for an international partner to experience first-hand the passion, perseverance and knowledge of Florida citrus growers, processors, and exporters.”
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 33,000 people, provides an annual economic impact of $6.935 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.
For more information, please contact:
Global Marketing Director
Florida Department of Citrus