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E-commerce and Social Media are effective tools for citrus marketing

According to two reports from the Florida Department of Citrus, social media and e-commerce have become major, effective tools for marketing citrus and other products. FDOC Director of Global Marketing Samantha Lane told the Florida Citrus Commission on Aug. 25 that the FDOC’s 2021-22 e-commerce campaign has so far driven more than $2.3 million in orange juice sales.

Lane also shared statistics showing the growing importance of social media and e-commerce at the virtual 2021 Packinghouse Day on August 26. Some of the key 2021 findings were:

  • 25.6% of consumers bought groceries online in the past month; that’s up from 7.4% in 2019
  • Four out of 10 consumers plan to continue shopping online more, even after the COVID-19 pandemic passes.
  • 46% of consumers bought a product they saw online, up 10% from 2020.

Lane reported consumers have an amplified focus on essential health and wellness benefits. During her talk at Packinghouse Day she stated that “e-commerce is here to stay.”


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