Chairman Johnson: Where Effective Marketing Comes In

Recently, our Florida Department of Citrus (FDOC) Director of Economic and Market Research, Dr. Marisa Zansler, shared some insightful trends on how the beverage category shifted in 2025 compared to the previous year. The good news is, 100% orange juice remains king of the fruit juice category. Still, in the larger beverage arena, there is a lot of competition. For example, 2025 saw an 18 percent volume increase in the energy drink category. Note that this was not sales, just the change in volume. Dollar sales of energy drinks within the functional beverage category increased by 18.5 percent. By comparison, 100% orange juice volume percentage was down by 12.22 percent compared to the previous year, while dollar sales were up 2.4 percent.

We all know why OJ volume is down when looking at this two-year period - worldwide supply (including Florida) is constrained. So, no surprise there. What I think is interesting is the dollar sales. Despite the competition from numerous other options in the beverage category (including energy drinks); despite supply constraints that impact pricing; despite increases in volume during 2025 from other categories besides energy drinks (including carbonated soft drinks, non-carbonated soft drinks, sparkling water, milk, grape juice, liquid tea, liquid coffee, and bottled water) - American households still want (and buy) 100% orange juice.

Florida oranges are the juiciest in the world, and they are the reason why Americans fell in love with - and still love - 100% orange juice. Dr. Zansler's recent presentation of the OJ Consumer Tracking Survey confirms that 100% OJ is well poised to compete in the functional beverage space and is among the leading beverages that consumers indicate to be high value for the price. There's also no doubt that there are many beverage options that the consumer is bombarded with daily. So how do you reach the American consumer to remind them of their original love for Florida Orange Juice? Is it better than other options in the functional beverage category? I would answer yes, and I know you would, too. But, how do you remind the consumer of that?

This is where effective marketing comes in. This is why we need to constantly market our product - fresh and juice - to the American consumer, especially while we work to replant and restore supply. As of April 10, our FDOC Global Marketing team reported that attributed sales have reached $38.86 million to-date. That's in excess of the $25 million goal for the year, and the fiscal year is not over yet. The FDOC team is currently in the planning stages for the coming fiscal year, and they are more dedicated than ever to growing America's love and consumer loyalty for Florida Orange Juice.

If you can make it, our next FCC Meeting will be held on May 20 at the Florida Department of Citrus, 605 E. Main Street, Bartow., 9:00 a.m. EST. During this meeting, we'll hear about the proposed marketing plan for all Florida Citrus in the coming year. I hope you can come by.

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.