The Florida citrus industry, a vital part of the state's agriculture and identity, faces ongoing challenges. Recent media coverage has highlighted the industry's struggles, often focusing on the difficulties rather than solutions. According to Steve Johnson, Chairman of the Florida Citrus Commission, these stories sometimes miss the evolving nature of the industry.
Johnson emphasized that "the Florida citrus industry is a painting that’s never finished," requiring continuous adaptation and innovation. He urged stakeholders to stay focused on recovery efforts from recent hurricanes and combatting citrus greening. The goal is to plant new tree varieties and maintain resilience.
The Florida Department of Citrus (FDOC) is actively working towards these goals. Their Global Marketing department sees potential in increasing demand for Florida Orange Juice by tapping into consumers' interest in functional beverages. The beverage's health benefits and taste align with current consumer trends.
Marisa Zansler, FDOC's director of economic and market research, noted during a recent meeting that while there is an overall decline in orange juice volume, this is being offset by price increases, particularly in larger packaging sizes. This trend was anticipated within the industry.
Despite challenges, consumer demand for Florida Orange Juice remains robust due to its superior taste. The FDOC continues collaborating with partners like Florida Citrus Mutual to support the industry through advocacy for congressional backing and funding.
Steve Johnson reassured stakeholders that efforts are underway to ensure a prosperous future for the citrus sector. As he put it: "There’s a lot happening in our industry that will no doubt help carve the path forward."