The Florida Citrus Commission approved a $60.4 million budget for the 2005-06 year.  The budget includes a tax rate of 18.5 cents for processed orange, up two cents from 2004-05.  The rates for fresh grapefruit and grapefruit juice were maintained at 25 and 24 cents respectively.  The Commission also approved 20 cents for fresh orange, unchanged from the prior year.  The fresh specialty rate was reduced to 20 cents, down one cent from 2004-05.

Approximately 74% of the FDOC budget is spent on marketing, which includes advertising, public relations and consumer communications.  More than 14 % is spent on research and less that 9 % on administration.

A grower survey sent to all citrus association board members scored 65% for grower satisfaction, which is below the targeted goal of 80%.  The trend did improve over last year’s grower satisfaction score of 56%. 

The Florida Department of Citrus will study juice categories to better understand a decline in market trends.  The largest orange juice sales markets in the northeast are down considerably, while other smaller markets are up.  Research is needed to determine if there is an anomaly.  Price could be a factor.  They will also work with the brands to reverse declines.  The information will be used with top retailers to address their individual business situations.

Four new contracts were approved.  Detailed retail sales data and consumer insight for processed citrus products will be supplied through a $291,651 contract with a 5 year term.  A contract for $27,000 will provide a research assistant at UF/IFAS to assist with economic and market research.  Fresh fruit data will be supplied through a $29,850 contract with Fresh Data Collection.  Consumer surveys will be completed to provide consumer attitude, trends and usage for citrus products through a one year contract capped at $70,000.

A fifteen and a thirty second commercial are under production targeting all drinks that are not 100% natural.  The clip moves from a sterile lab environment with artificial looks and sounds to a natural home setting with birds chirping and fresh fruit on the counter top.  The commercial will begin airing on July 11. 

The healthy heart page on  received 20,000 hits in May, www.floridajuice.com up 20% from the previous month.  It is suspected the additional interest is being generated by the best selling book, “You-The Owners Manual” written by Dr. Michael Roizen.  Dr. Roizen is making appearances on shows such as Oprah touting a healthy diet for improved health and a more youthful life.

 

Chelsa Drake has successfully completed her internship earning a BA in Agricultural Communications.  Her last day at PRVCGA is July 8.  She will be sorely missed.  Congratulations Chelsa!