As the harvest season approaches, Florida citrus growers are seeing positive developments this summer. Rainfall has benefited local groves, and new opportunities have emerged for industry support. These include the latest application cycle for the CRAFT program, approval of the 2025 Block Grant by U.S. Agriculture Secretary Rollins, and announcements regarding USDA’s Supplemental Disaster Relief Program. The FDA has also proposed changes to standards for pasteurized orange juice.
The Florida Department of Citrus (FDOC) plans to release its Annual Report for the 2024-25 year before the next edition of Triangle. This report will cover financial results up to June 30, 2025, and outline marketing efforts for Florida Orange Juice, Grapefruit Juice, Citrus products, and Gift Fruit programs. The full report will be available on the industry website.
A recent marketing campaign by FDOC positioned Florida Orange Juice as “The Original Wellness Drink,” targeting consumers interested in functional beverages with health benefits and natural ingredients. 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.”
Steve Johnson, Chairman of the Florida Citrus Commission—which oversees FDOC—highlighted a quote used by Executive Director Shannon Shepp during a recent Legislative Session: “Stopping advertising to save money is like stopping your watch to save time.” Johnson added that careful management of time and resources remains essential for growers facing challenges such as citrus greening.
“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 stated.
Johnson owns and manages Johnson Harvesting, Inc., based in Wauchula, Florida.
