During the holiday season, Florida citrus industry leaders are reflecting on the challenges and progress made in recent years. Steve Johnson, Chairman of the Florida Citrus Commission, highlighted both the obstacles faced by growers and ongoing efforts to keep Florida Citrus products relevant for consumers.
Citrus greening disease has significantly reduced orange supply over the past two decades. To address this, the industry has focused on developing sustainable treatments and disease-tolerant citrus varieties. At the same time, maintaining consumer awareness of Florida Citrus remains a priority.
Johnson noted that collaboration among organizations such as the Florida Citrus Commission (FCC), Florida Department of Citrus (FDOC), processors, industry partners, and growers is central to their strategy. One approach to maintaining shelf presence during periods of low yield has been importing 100% orange juice from other regions.
Another tactic involves offering blends that combine 100% orange juice with other fruit juices. Dr. Marisa Zansler, FDOC director of economic and market research, recently commented on this trend: “During the 2024-25 season, volume share for OJ blends and drinks in the broader OJ beverage category rose from 38.8% to 40.6%. But these are stopgaps, not replacements, for 100% OJ,” Dr. Zansler said. “Despite this shift, 100% OJ drove over 70% of the category’s revenue share during the same period.”
The data suggests that while blends have gained popularity as temporary solutions, pure orange juice continues to generate most of the revenue for growers.
To further promote Florida Citrus among consumers, new partnerships have been formed—such as a recent collaboration between Florida Orange Juice and the Tampa Bay Lightning hockey team. This partnership includes activities at home games reaching millions of fans in person and via broadcast. Additionally, special non-alcoholic beverages featuring Florida Orange Juice will be offered at arena events during December through January and again from February through March.
Steve Johnson is also owner and general manager of Johnson Harvesting, Inc., based in Wauchula, FL.
