Over the 2021-22 program year, the direct effects of the COVID-19 pandemic lessened. With the rollout of vaccination initiatives, Pan-European consumers were allowed more freedom of movement. However, new challenges were faced by all Pan-Europe countries with the outbreak of the war in Ukraine. The subsequent response from European states led to drastic increases in energy costs, the effects of which have rippled across other commodities. Decreased buying power among consumers in addition to higher prices for Florida Grapefruit made programming essential in retaining the business of Pan-European consumers.
Fortunately, the diversity, effectiveness, and adaptability of FDOC’s promotional strategies allowed FDOC to engage with consumers, leverage Florida Grapefruit’s established reputation, and to keep Florida Grapefruit top of mind.
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