Florida citrus farmers are witnessing positive developments in state support and the condition of their groves, according to Steve Johnson, Chairman of the Florida Citrus Commission. Johnson recently highlighted these advancements following actions in Tallahassee where lawmakers showed increasing awareness and support for the industry. This support may lead to the planting of greening-tolerant trees in Florida.
Despite having challenges, such as citrus greening, Johnson remains optimistic. Former Florida Citrus Commission Chairman Dan Richey emphasized the global nature of the issue during his speech at the Citrus Hall of Fame banquet. He noted that all eyes are on Florida to set an example in combatting this agricultural challenge. Richey urged citrus growers to remain hopeful and determined in facing these adversities.
The Florida Department of Citrus (FDOC) is maintaining efforts to boost consumer interest in Florida Citrus through marketing initiatives. Recent reports indicate significant progress, with the True Original ads generating over $2.81 million in sales and more than 450,000 purchases. These efforts aim for a total of $25 million in attributed sales by year’s end, with 65% already achieved as of March 21.
Dr. Marisa Zansler, director of economic and market research at the recent Florida Citrus Commission (FCC) meeting, shared insights into beverage consumption trends. Notably, the majority of fruit juice consumers opt for orange juice, with a focus on price and value revealed by the OJ Consumer Tracking Survey. This presents an opportunity for increased awareness of the benefits and quality of Florida citrus products.
Steve Johnson expressed optimism about the industry’s future, acknowledging the resilience of Florida citrus growers.
Steve Johnson is the Chair of the Florida Citrus Commission and owner and general manager of Johnson Harvesting, Inc. in Wauchula, FL.
