The Florida Citrus industry is in crisis. We have been hit\nwith challenge after challenge, including greening, hurricanes, increasing imports\nand decreasing consumer demand. As chairman of the Florida Citrus Commission, my\npriority focus has been on addressing demand, the result being a new marketing\ncampaign designed to drive sales of 100% orange juice, which is launching\nthroughout this month. <\/p>\n\n\n\n
This season, the Commission voted to allow the option to accelerate\nthe spending of funds built up over the years that traditionally were reserved\nfor use in the case of a catastrophic event. This decision to spend in one year\nwhat was initially expected to last multiple years underscores the urgency of our\ncurrent situation and our commitment to tap into every available resource to\nsupport our industry as effective marketing comes with a significant price tag.\n<\/p>\n\n\n\n
But the Commission\u2019s responsibility to our growers is to be extremely\nthoughtful in how we use these funds, including having rigorous measurement in\nplace to determine the program\u2019s effectiveness through data, facts and insights\nthat take time to collect and analyze. As our current marketing campaign rolls\nout, we are assessing its effectiveness in real-time, making decisions on where\nan increased spend would have the greatest impact on our goal of driving sales\nof 100% orange juice.<\/p>\n\n\n\n
Commission approval to spend an additional $2 million in\nsupport of the campaign requires the knowledge that doing so will be beneficial\nto growers and provide assurance that we will make it through another year and\nlay the foundation for the future of our industry.<\/p>\n\n\n\n
J. Ned Hancock<\/p>\n\n\n\n
Chairman, Florida Citrus Commission <\/p>","protected":false},"excerpt":{"rendered":"
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