As the harvest season approaches, Florida’s citrus industry has reported several positive developments over the summer. Growers have benefited from timely rainfall, and new opportunities have opened up with the latest CRAFT cycle accepting applications. U.S. Agriculture Secretary Rollins recently signed the 2025 Block Grant and announced a USDA Supplemental Disaster Relief Program to support agricultural producers.
Additionally, the FDA has proposed a rule to amend the standard of identity for pasteurized orange juice. These updates come as part of broader efforts to strengthen Florida’s citrus sector.
The Florida Department of Citrus (FDOC) is preparing to release its Annual Report for 2024-25, which will include financial results for the year ending June 30, 2025, as well as an overview of marketing programs promoting Florida Orange Juice, Grapefruit Juice, and Gift Fruit. The report will be available on the FDOC’s industry website.
Reflecting on recent marketing initiatives, Steve Johnson, Chairman of the Florida Citrus Commission—which oversees FDOC—highlighted ongoing campaigns aimed at modern consumers seeking functional beverages made with natural ingredients. Johnson credited these efforts for helping position Florida Orange Juice as “The Original Wellness Drink.”
He cited input from 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.”
Johnson also referenced a quote shared by FDOC Executive Director Shannon Shepp during a recent legislative session: “Stopping advertising to save money is like stopping your watch to save time.” He noted that sustained outreach remains essential for keeping citrus products prominent among consumers.
Looking ahead to next season, Johnson emphasized continued stewardship in managing resources and time amid challenges such as citrus greening. He stated that investing effort now will help ensure strong demand when future harvests arrive.
Steve Johnson serves as owner and general manager of Johnson Harvesting, Inc., based in Wauchula, FL.
