Are Consumers Willing to Pay More for Florida OJ?

Dan Citrus, Economy, Florida, Orange Juice


Multiple studies point to the value consumers place on Florida citrus and their willingness to pay for the “Florida” brand.

Lisa House, director of the Florida Agricultural Market Research Center and a professor in the Food and Resource Economics Department at the University of Florida, recently spoke on this subject in a Florida Department of Citrus webinar. She provided an overview of the impacts of marketing “Florida” as an attribute on consumers’ willingness to pay for orange juice (OJ).

According to House, Florida has been associated with quality citrus for a long time. In a 2014 study, consumers indicated they perceived Florida as the leader in citrus that produced the most quality OJ for the best price. Moving forward, researchers wanted to know if these perceptions still held true, specifically looking at how “Florida” influences consumers’ willingness to pay.


House reported that consumers indicated a very high willingness to pay $4.29 per carton for “100% Florida” OJ compared to OJ that didn’t have information about Florida.

Similarly, for the containers that were marked “at least 50% from Florida” and “bottled from Florida,” consumers had a …..

Learn more about the question Are Consumers Willing to Pay More for Florida OJ? on the Citrus Industry website.