Citrus Commissioner Bob Behr is with Florida’s Natural, but formerly spent years as a top market research executive at the Florida Department of Citrus. Now a member of the Florida Citrus Commission, Behr says market fundamentals have changed so much over the past four years that earlier studies indicating ‘generic’ marketing was good for Florida may no longer have merit. He wants the Commission to take another look since at this point ONLY Florida growers are paying for generic programs that are benefitting other growers around the world, and he says a different approach may now be justified.
Report (2:00 mp3)
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