When the Department of Citrus released details of a new study last week showing that orange juice may reduce a marker of inflammation in the body, news media paid attention. More than 50 outlets shared the press release and one outlet included the news in two separate stories, with one focused solely on the benefits of consuming 100% orange juice.
While the topic of inflammation is particularly popular right now among consumers (learn more in the latest 5 Minutes with the FDOC), interest in learning more about how food can help support overall health remains strong across the board.
We see this in the continued trend of sales of 100% orange juice and the uptick in news coverage our signature product has earned as of late. Here are just a few of the positive articles about orange juice in the last several weeks:
While the Department, both through scientific research and marketing efforts, often plays a role in securing coverage of key findings, any earned media, such as the above, is evidence of the merit of the research and the genuine interest in the topic by consumers. As we head into the winter months, we expect this trend to continue, and the Department plans to continue to share the positive health benefits of orange juice with the media and consumers in order to increase awareness and encourage sales.
The Department is also continuing its eCommerce program through the retail channels where the majority of Florida Orange juice reaches consumers. Since July, the campaign has driven $12.2 million in attributed sales of Florida Orange Juice. You can view the most recent dashboard here.
Interested in a more global perspective on the citrus industry? The second annual Global Citrus Congress will hold its conference on Nov. 16 and 17. The conference, which is organized by FruitNet and the World Citrus Organization, will be livestreamed as well as available on demand. It will focus on the opportunities and challenges for citrus after COVID-19.
The Department’s Executive Director Shannon Shepp will be featured as part of the North American focus of the agenda where she’ll talk about the state of the Florida Citrus industry. Registration is free. More information is available here.
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.