As the harvest season approaches, Florida’s citrus industry has reported several positive developments this summer. Recent rainfall has benefited groves, and growers have welcomed new opportunities with the latest CRAFT application cycle. The U.S. Department of Agriculture (USDA) also announced important support measures, including the 2025 Block Grant and a Supplemental Disaster Relief Program. Additionally, the Food and Drug Administration (FDA) has proposed changes to the definition of pasteurized orange juice.
The Florida Department of Citrus (FDOC) plans to release its Annual Report for 2024-25 before the next edition of Triangle is published. The report will cover financial details for the year ending June 30, 2025, and outline marketing efforts related to Florida Orange Juice, Florida Grapefruit Juice, Florida Citrus, and Gift Fruit programs. The full report will be available on the department’s industry website.
Steve Johnson, Chairman of the Florida Citrus Commission—which oversees FDOC—reflected on recent marketing initiatives in his latest column. He highlighted the True Original campaign’s success in positioning Florida Orange Juice as “The Original Wellness Drink” for consumers seeking healthy beverage options.
Johnson credited much of this achievement to FDOC’s 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.”
He also quoted Henry Ford in emphasizing ongoing promotional efforts: “Stopping advertising to save money is like stopping your watch to save time.” Johnson said Executive Director Shannon Shepp used this quote during a recent Legislative Session to stress maintaining consumer awareness about citrus products.
Looking forward, Johnson discussed challenges such as citrus greening disease and underscored the importance of using resources efficiently: “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.”
Johnson manages Johnson Harvesting Inc., based in Wauchula.
