FDOC’s Ackerman briefs Mutual board

Ackerman shared FDOC’s PR and marketing programs for the coming season

LAKELAND, Fla. – Florida Department of Citrus Executive Director Doug Ackerman briefed Florida Citrus Mutual Wednesday morning on the Department’s branding, public relations and marketing programs for the coming season.

In an extended presentation at Mutual’s monthly board of directors meeting in Lakeland, Ackerman offered insights into the FDOC’s consolidated branding program, which now encompasses the state’s entire citrus industry for the first time in many years. He also provided updates on FDOC’s ambassador activations, Captain Citrus launch, issues management initiative, media relations and retail and food service marketing.

“The industry has changed,” Ackerman said, “And we have changed with it.”

Ackerman fielded several questions from Mutual board members and was encouraged by what he described as “an engaged, supportive, collaborative energy.”

“We absolutely understand the symbiotic relationship between FDOC and Mutual,” Ackerman said. “We serve the same people – the growers of Florida. When we are on the same page, the growers win.”

Ackerman and other FDOC staff will be attending Mutual’s crop forecast event on Friday in Wauchula.