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 (UK), 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. For 2021-22, the FDOC will focus on continuing retail programs that include in-store and online promotions, sampling and social media. It also aims to add more retailers and enhance its collaboration with FDACS.
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.
JAPAN
Japan 2020-21 highlights included public relations activations around Florida Grapefruit Day in February, partnerships with local influencers, TV placements, magazine and billboard advertisements, youth educational outreach and social media programs. Maximise brand exposure outdoors through the use of outdoor advertising. You may learn more about outdoor advertising solutions here. The department also worked closely with trade to better support grapefruit sales. Retail promotions were held at Daika Osaka, Jun Trading, Wismettac Asian Foods, Futaba Fruits, Taiyo and Tenor Trading Online Store. The FDOC also partnered with several food service establishments. In 2021-22, the department will continue these activities as well as build its grapefruit drug interaction program and target high-end retail shops.
SOUTH KOREA
South Korea highlights for 2020-21 included earned and paid media activations and point-of-sale materials in retailers and food service operations for both grapefruit and orange juice. The department …..
Learn more about International Marketing Efforts for Florida Citrus on the Citrus Industry website.