Leaders of Florida’s citrus industry issued the letter below to growers to provide an update on how the carbendazim situation is being managed:
January 17, 2012
Dear Florida Citrus Growers:
As you are aware, there has been significant media coverage following the Food and Drug Administration (FDA) January 9 announcement of carbendazim in orange juice imports from Brazil.
Since we were alerted to this situation, we have been proactively clarifying facts with FDA, addressing the situation as it evolves and taking appropriate media relations action.
We have developed customized media responses and are providing reporters with factual information while monitoring ongoing coverage, as well as the social media conversations, several times each day.
Friday evening, The Dr. Oz Show reached out to the Juice Products Association (JPA) as the trade organization representing the juice producers in America. At that time, JPA learned that Dr. Oz planned a segment about the safety of orange juice. The Florida citrus industry organizations and the Florida Department of Agriculture and Consumer Services collaborated to advise JPA regarding an appropriate response. Our issues management and media relations experts at GolinHarris also provided counsel. Based on analysis of The Dr. Oz Show’s previous coverage of similar issues, we anticipate the final segment will present sensational and negative coverage of orange juice in spite of our efforts.
We realize this is an extremely difficult position for our industry and there could be more negative media coverage ahead before the situation improves.
In addition to our immediate media relations actions, please be assured that we are actively managing the situation on your behalf, including taking the following steps to underscore the safety of orange juice:
• Taking the lead to implement a comprehensive communications plan on behalf of the industry to reinforce consumer confidence in orange juice.
• Maintaining contact with FDA to understand their protocol for future updates on the situation.
• Staying in constant communication with JPA and the Florida Department of Agriculture to ensure that we are speaking with a unified voice.
Please do not hesitate to contact us if you have questions.
Marty McKenna
Florida Citrus Commission
Douglas Ackerman
Florida Department of Citrus
Michael Sparks
Florida Citrus Mutual
Kristen Gunter
Florida Citrus Processors Association