As the summer comes to a close, Florida’s citrus industry is seeing several positive developments. Rainfall has benefited local groves, and recent announcements include the opening of applications for the latest cycle of CRAFT (Citrus Research and Field Trials), as well as new federal support programs such as the 2025 Block Grant signed by U.S. Agriculture Secretary Rollins and the USDA’s Supplemental Disaster Relief Program. The FDA has also proposed a rule to amend standards for pasteurized orange juice.
The Florida Department of Citrus (FDOC) plans to release its Annual Report for 2024-25 before the next edition of Triangle, detailing financials up to June 30, 2025, along with an overview of marketing efforts related to Florida Orange Juice, Grapefruit Juice, Citrus, and Gift Fruit programs. The report will be available on FDOC’s industry website.
Chairman Steve Johnson credited part of this year’s achievements to targeted marketing initiatives like “The True Original” campaign. This effort aimed to position Florida Orange Juice as “The Original Wellness Drink” among consumers interested in beverages that provide health benefits and natural ingredients. Johnson stated: “With that said, I’m looking forward to what’s ahead, because we already have vital pieces in play to keep building on the success of the last 12 months.”
Johnson highlighted FDOC’s strategy in reaching what it calls “The Modern Juice Consumer.” According to FDOC’s Global Marketing team: “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.”
Reflecting on lessons from past years, Johnson referenced Henry Ford—who was also a citrus grower—and shared a quote used by FDOC Executive Director Shannon Shepp during a recent legislative session: “Stopping advertising to save money is like stopping your watch to save time.”
Looking ahead at ongoing challenges such as citrus greening disease, Johnson stressed the importance of continued resource investment and sustainable practices: “We need resources, we need sustainable solutions, we need to replant with the latest tolerant varieties, and we need to use every ounce of time we have to keep our products front-and-center in the minds of consumers. Why? 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 serves as Chairman of the Florida Citrus Commission overseeing FDOC activities. He owns Johnson Harvesting Inc., based in Wauchula.
