Founded in 1935, by growers for growers, the Florida Department of Citrus has long supported the industry through the promotion, regulation, and protection of Florida Citrus.

Today, that mission is alive and well.

Over the next several weeks, join us for a mini-series featuring a behind-the-scenes look at one of the most unique government agencies in the country to learn more about who we are, what we do, and why.
Edition 1: Global Marketing

For the first edition of Inside the FDOC, we dive into Global Marketing to learn more about how the Department drives sales of Florida Citrus.
What We Do

Advertising Florida Citrus has been a priority of the Department since its start in 1935. Even then, campaigns touted the superior juiciness of Florida Citrus and its role in good health.

Today, those same messages are shared with consumers around the world in new and innovative ways.
How We Do It

The Department’s Global Marketing team uses digital marketing, e-commerce, social and earned media, as well as some traditional retail activations and trade support in international markets, to drive sales of Florida Citrus.

The team, in collaboration with partner agencies around the world, designs, implements, and tracks programs in Japan, S. Korea, the U.K., Netherlands, France, Canada, and the U.S.

In the U.S., the team focuses primarily on driving sales of Florida Orange Juice through e-commerce targeting light and lapsed orange juice buyers.

These activities are supported by awareness-increasing programs such as social media and digital advertising that target all consumers with messages encouraging orange juice consumption.

This year’s campaign, which can be viewed here, builds upon The Original Wellness Drink message to promote the health benefits of Florida Orange Juice as well as highlight Florida attributes that make this such a great place to live, visit and grow citrus.

Additionally, the team stays on top of trending issues among consumers, assesses risks, and protects the reputation of Florida Citrus as part of its issues management program.
Why We Do It

A massive increase in demand for online grocery shopping during the global pandemic is here to stay.

Last year’s FDOC e-commerce campaign drove nearly $25 million in attributed sales of orange juice. Retailers such as Amazon, Walmart, and Kroger expect double-digit percent increases in online grocery sales in the next five years.

The ability to specifically target light and lapsed OJ buyers based upon their prior shopping behaviors is highly effective and efficient, allowing the FDOC to show measurable results that help support the Florida Citrus industry.

Consumers continue to seek out foods and beverages that play a role in immune support and offer health benefits. Raising awareness of scientific research behind Florida OJ through social media and digital marketing allows us to connect to consumers and remind them why we continue to be America’s favorite fruit juice. 
What's on Tap for Summer

The team is currently launching its 2021-22 season e-commerce campaign to include continued partnerships with Instacart, Walmart, and Kroger as well as adding new partnerships with regional grocers such as Albertson, Food Lion, and Safeway.

Plus, planning for fresh citrus is in full swing with programs being designed for domestic and international markets.
The Team:

Samantha Lane, Director:
With more than 20 years experience in communications in top Florida industries, Samantha leads strategy across all markets with a special focus on e-commerce and digital marketing.

Shelley Rossetter, Assistant Director:
A former journalist, Shelley leads communication efforts to media, health professionals and the industry while protecting the reputation of Florida Citrus.

Katie Bruce, International Marketing Manager:
A project manager with an eye for detail, Katie keeps programs running smoothly in Asia and Europe.

Mike Meares, Communications Coordinator:
A retired Air Force veteran, Mike brings two decades of storytelling experience to support FDOC communications.

Katelynn Long, Marketing Coordinator:
A recent graduate, Katelynn uses her natural Gen Z ability to seamlessly adopt new technology to support domestic marketing efforts.

Sharon McLeod, International Support:
The longest serving FDOC-member of the team, Sharon is a go-to source throughout the Department on all things related to international support from the USDA Foreign Agricultural Service.

Heather Anderson, Domestic Support:
In addition to her role in the Executive Office, Heather keeps the domestic marketing team on track with budget and finances.
What We're Watching This Week:

This Today Show segment taking us behind the scenes at Kroger’s robotic online grocery fulfillment center. The future is now.
Follow Florida Citrus in Japan!

In Japan, Florida Grapefruit is well known for its great taste, thin peel and health benefits.

Learn more about how the FDOC reaches consumers in Japan by following our Japanese social media channels below.
The Latest News From the FDOC

  • Mark Your Calendars: The FDOC will host a webinar on Florida's Commercial Citrus Tree Inventory with Dr. Marisa Zansler and Tom Spreen on Tuesday, Aug. 10 at 9 a.m. Stay tuned for an invitation soon.
  • FCC: The Florida Citrus Commission will hold its next meeting on Tuesday, Aug. 24 at 9 a.m. in Bartow.
Have questions for the team? Send them our way. Email srossetter@citrus.myflorida.com.