During the holiday season, members of the Florida citrus industry are reflecting on both past challenges and recent successes. Citrus growers have faced ongoing obstacles, particularly from citrus greening disease, which has significantly reduced supply over the last two decades. Efforts to develop sustainable treatments and disease-tolerant varieties continue, while maintaining consumer interest in Florida Citrus remains a key priority.
To address lower yields, industry leaders have implemented strategies such as importing 100% orange juice from other regions to keep products available on store shelves. Another approach has been the creation of blended juice options that combine 100% orange juice with other fruit juices. Dr. Marisa Zansler, director of economic and market research at the Florida Department of Citrus (FDOC), commented on this trend: “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.”
Dr. Zansler’s data indicates that while blends have grown in popularity, pure orange juice continues to generate most of the revenue for growers.
Another part of keeping Florida Citrus visible to consumers involves partnerships such as a recent collaboration between Florida Orange Juice and the Tampa Bay Lightning hockey team. This partnership includes promotional activities during home games and offers fans special mocktails featuring Florida Orange Juice during select periods in December through January and February through March.
Steve Johnson, chairman of the Florida Citrus Commission—which oversees FDOC—emphasized gratitude for progress made by all segments of the industry despite ongoing difficulties.
