The Florida citrus industry is preparing for the upcoming harvest season, following a summer marked by several positive developments. Recent rainfall has benefited local groves, and growers have seen new opportunities with the opening of the latest CRAFT application cycle. In addition, U.S. Agriculture Secretary Rollins has signed the 2025 Block Grant and announced the USDA’s Supplemental Disaster Relief Program. The FDA has also proposed changes to the standard of identity for pasteurized orange juice.
The Florida Department of Citrus (FDOC) plans to release its Annual Report for 2024-25 before the next edition of its Triangle publication. This report will include financial data through June 30, 2025, and detail marketing efforts for Florida Orange Juice, Grapefruit Juice, Citrus, and Gift Fruit programs. The full report will be available on the FDOC industry website.
Reflecting on recent campaigns, Steve Johnson, Chairman of the Florida Citrus Commission—which oversees FDOC—highlighted the impact of “The True Original” campaign. This initiative aimed to position Florida Orange Juice as “The Original Wellness Drink” among consumers interested in beverages that offer health benefits and natural ingredients.
Johnson credited much of this success to targeted marketing: “A more focused target, this audience is defined more by mindset and functional beverage need states versus traditional demographics, which is demonstrated through digital and purchase behaviors,” according to FDOC’s Global Marketing team.
Johnson also referenced a quote from Henry Ford about advertising’s importance: “Stopping advertising to save money is like stopping your watch to save time.” He added that effective use of time is crucial for citrus growers facing challenges such as citrus greening. He emphasized the need for resources, sustainable solutions, replanting with tolerant varieties, and ongoing marketing efforts to maintain consumer demand.
Johnson concluded that wise management now will lead to better harvests in future years: “Because we know that using our time wisely now will result in a more bountiful harvest in years to come; and when that time comes (because it will), the demand must be there to meet it.”
Steve Johnson is owner and general manager of Johnson Harvesting, Inc., based in Wauchula, FL.
