During the holiday season, Florida Citrus growers and industry leaders are reflecting on both the challenges and achievements faced by the sector. The past two decades have seen significant setbacks due to citrus greening, a disease that has reduced supply and required ongoing efforts to find sustainable solutions.
Steve Johnson, Chairman of the Florida Citrus Commission and owner of Johnson Harvesting, Inc., addressed these issues in a recent statement. He emphasized the resilience of those involved in the industry: “Talk to any citrus grower, and they’ll tell you about all the obstacles that we’ve overcome, all the challenges that remain before us, and all the blessings that continue to multiply for the benefit of Florida Citrus.”
Johnson outlined several strategies being used to maintain consumer interest in Florida Citrus products. These include collaborative work among staff at the Florida Department of Citrus (FDOC), processors, industry partners, and growers. One approach has been importing 100% orange juice from other regions during periods of lower local yields. Another method involves offering blended juices—mixing 100% orange juice with other fruit juices—to help keep shelf space in retail outlets.
Dr. Marisa Zansler, FDOC director of economic and market research, provided insight into recent trends: “During the 2024-25 season, volume share for OJ blends and drinks in the broader OJ beverage category rose from 38.8% to 40.6%. But these are stopgaps, not replacements, for 100% OJ,” Dr. Zansler said. “Despite this shift, 100% OJ drove over 70% of the category’s revenue share during the same period.”
According to Johnson and Zansler, returns for growers remain highest with pure orange juice products—a key segment for Florida’s future.
The FDOC is also focusing on marketing partnerships to boost visibility for Florida Orange Juice. This fall saw a new collaboration between Florida Orange Juice and the Tampa Bay Lightning hockey team. The partnership includes promotional activities at home games as well as offering non-alcoholic beverages featuring Florida citrus products at Amalie Arena during two six-week stretches across December through March.
As part of this campaign, mocktail recipes such as “Florida Citrus Punch” (made with orange juice, pineapple juice, grapefruit juice, club soda) and “Florida Orange Mojito” (featuring mint leaves, simple syrup, orange juice) will be available to fans attending games.
Johnson concluded his remarks by sharing these recipes with consumers seeking festive beverage ideas at home during the holidays.
