Chairman Johnson: The Four Rs of Florida Citrus Right Now

What we (Florida citrus growers) are working towards and how the FDOC is on the cutting edge of our marketing, research, and Florida Orange Juice sales.

Reset. Replant. Renew. Renaissance. Some people might read these words and think about springtime. As I write them, I'm thinking about the Florida citrus industry, and how we are remaining steadfast in our faith, determination, and ingenuity against citrus greening. These four Rs are a reminder for all of us to keep on keeping on.

The Florida Citrus Commission and the Florida Department of Citrus (FDOC), along with our partners at Florida Citrus Mutual, are continuing to advocate at the Capitol on behalf of the industry, and we're grateful to Senate President Ben Albritton and all the state officials for supporting us in our fight. There's no doubt that we are an industry in need of help on many levels, but one thing is for certain- however the final state budget shakes out come May 2, we will find a way to bring about the four Rs.

It will take time, it will take a lot of effort, it will take support from the State Legislature, and it will require continued loyalty from consumers around the world who love Florida Orange Juice- but we will see a brighter future for Florida Citrus.

Here's how the FDOC team is helping Florida Citrus work towards that future:

• We're getting ready to launch a new version of our U.S.-based website for FloridaJuice.com- one that is more user-friendly, more up-to-date, and more relevant to the modern juice consumer. In other words, we are making it work smarter AND harder for our industry.
• We're marketing smarter to reach the modern juice consumer and enhance Florida Orange Juice sales as well as increase awareness- on streaming platforms, social media, the Internet, through media relations, and, of course, e-commerce platforms.
• We're focused on key messaging that is solidifying the value of Florida Orange Juice while driving home its relevancy- that it's everything the modern juice consumer is looking for and wants.
• We're constantly doing research and monitoring trends so we can keep Florida Orange Juice top-of-mind in an ever-diversifying and very competitive beverage category.
• Through ongoing initiatives like the Program for Expediated Propagation (PEP), we're helping you get the latest citrus greening tolerant and resistant tree varieties in the ground.

Look for updates on these and other initiatives at the next FCC meeting on May 21 at 9:00 a.m. EST.

Steve Johnson is Chairman of the Florida Citrus Commission, which oversees the Florida Department of Citrus. He is the owner and general manager of Johnson Harvesting, Inc., based in Wauchula, FL.