In the Fight Against Citrus Greening, We Must Think Long Term
The Florida Legislature’s Regular Session convened on March 4 and will continue as scheduled until May 2. It is during this session that funding will be determined for initiatives that are critical to the industry’s reset and recovery efforts, such as the Citrus Research and Field Trial Program, Citrus Health Response Program, the Citrus Recovery Program, the Citrus Inspection Trust Fund, and more.
Here at the Florida Department of Citrus (FDOC), we’re advocating on your behalf for more than just citrus research, but here are two prime examples:
- We’re advocating for continued marketing and advertising funds, which are arguably needed now more than ever. Why, you might be asking? Well, first, because good marketing keeps Florida Orange Juice at top-of-mind for the modern juice consumer. Secondly, because our marketing efforts are the primary opposition to false narratives spreading misguided and, in many cases, untrue claims about the citrus industry and the health information of 100% orange juice. Demand for our Florida Orange Juice must be sustained, especially during times of short supply and economic inflation. The commonsense logic being put into action here is that once our reset and recovery efforts begin to bear fruit (literally), the consumer demand will still be there to meet it. Because we all know it will take years to see the fruitful harvest from trees going in the ground right now, we must think long term.
- We’re advocating for continued citrus research funding that will expedite the production of trees and commercialize technologies that produce tolerance or resistance to citrus greening in trees. The latest varieties of citrus trees being made available for commercial production are showing more tolerance to citrus greening than ever before thanks to decades of scientific research and technological advancements on multiple levels.
I’d be lying if I didn’t admit that this is a marathon, not a sprint. And, if you’ve ever run a marathon, you know that it is when you’re about three quarters of the way through— a time when you should be seeing the light at the end of the tunnel— that you feel the most tired; that you are at the highest risk of letting doubt creep in. Some runners call this “hitting the wall.” If citrus growers are the runners in this analogy, then think of our efforts as reinforcements to help you persevere.
In other words, my encouragement to each of you is to remember how far we’ve come, and while the fight’s not over yet, we will beat citrus greening. The FDOC and Florida Citrus Mutual (FCM) will continue to be your strong advocates in the Florida Legislature and with the support it brings, along with common sense logic, tireless citrus research, strategic marketing, and scientific advancements at our backs, we will see a renaissance for the Florida citrus industry like never before and continue a legacy that will benefit the generations that follow.
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.
