It’s a truth universally known that people typically don’t have very long attention spans for anything that doesn’t directly affect them. We’ve all been reading a lot of headlines lately about how the citrus industry— an essential part of our state’s identity and the lifeblood of Florida agriculture— is getting “squeezed” to the point that it will never look the same again, so they say. The headlines are crafted to grab the reader’s attention, and that is, understandably, the media’s job. Within each story (if the reader’s attention is kept beyond the first couple paragraphs), the path forward for the industry is addressed. If, however, the reader doesn’t make it to the end of the article, then they miss the point that the citrus industry has never looked the same and never will look the same.
In other words, the Florida citrus industry is a painting that’s never finished; it’s an everchanging canvas that must evolve and innovate with each stroke that Mother Nature takes. Unfortunately, the story of how our industry is changing and how we are carving the path forward is getting overlooked by those who don’t read to the end of some of these articles.
That being said, I’m here to encourage you— we must remain steadfast and focused on our mission to recover from recent hurricanes, fight citrus greening with all the tools in the shed we have, as well as reset and plant new citrus tree varieties. The path forward is one that is not easy, but I’m not telling you anything you don’t already know. Here at the FDOC, we are doing our part to help you carve the path forward.
Our Global Marketing department, with its finger on the pulse of consumer trends, has identified a prime prospect for increasing the demand for Florida Orange Juice with Americans’ love for the functional beverage. In the most recent four years, the growth in popularity of the functional beverage category can be largely attributed to the consumers’ focus on “health” and “taste”— two factors in the bullseye of opportunity for Florida Orange Juice with its nutrient density and superior flavor.
Addressing the reality of the recent past and present, our Economic and Market Research department reported during our Florida Citrus Commission Meeting on Dec. 18 that the “overall decline in OJ volume continues to be offset by price increases, particularly in larger packaging sizes (40 to 70 ounces),” according to Marisa Zansler, the FDOC’s director of economic and market research. This data didn’t come to a surprise by any of us in the industry.
Fortunately, consumer demand for Florida Orange Juice remains strong as we strategically grow the pie of loyal consumers; the world loves “liquid gold” from the Sunshine State for its superior taste. It’s up to us to make sure we can offer it for generations to come, which is precisely why the FDOC continues to work tirelessly with our partners at Florida Citrus Mutual (FCM) to help in any way we can for the betterment of the citrus industry while advocating for congressional support and funding in the Florida Legislature.
There’s a lot happening in our industry that will no doubt help carve the path forward to a brighter and more fruitful future, and the FDOC, along with FCM, is doing everything within its power to help make sure your voices are heard loud and clear.
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.
