The Florida Department of Citrus (FDOC) described its 2020-21 international marketing efforts at last month’s meeting of the Florida Citrus Commission, which governs the FDOC. Katie Bruce, international marketing manager, discussed the FDOC’s past-year programs in the United Kingdom, France, Japan, South Korea and Canada for fresh grapefruit and orange juice. Bruce also presented an overview of preliminary 2021-22 plans.
United Kingdom
UK highlights for the previous year included retail promotions at Waitrose, Sainsbury’s and Morrisons. The FDOC also partnered with the Florida Department of Agriculture and Consumer Services (FDACS) for successful programs at Waitrose and Morrisons.
France
In France, previous year highlights included public relations outreach to media and influencers promoting Florida grapefruit. For retail, the FDOC partnered with Monoprix, Systeme U, and Intermarche to share point-of-sale materials, run advertisements in retailer magazines and promote grapefruit digitally through online banner ads and game contests. In 2021-22, the department will continue these efforts and reimplement in-store activations if conditions allow.
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Source: citrusindustry.net
