For years, conversations surrounding Florida citrus have often centered on challenges: HLB, hurricanes, freezes and shrinking production. But today, there is a different feeling taking hold across the industry.
That renewed sense of optimism will be on full display at the Citrus & Specialty Crop Expo Aug. 12-13 in Fort Myers, where the Florida Department of Citrus (FDOC) is returning in a major way as the event’s Welcome Sponsor. For Executive Director Shannon Shepp, the investment represents more than sponsorship of an industry gathering, it reflects confidence in Florida citrus and the people working every day to move it forward.
“I have so many great memories of the Florida Citrus Expo,” Shepp said. “For decades, it was just on the calendar. It was a marked event in August. You needed to be there.”
Shepp said the Expo has long served as the unofficial kickoff to Florida’s citrus season, bringing growers, researchers and industry partners together to exchange ideas, strengthen relationships and focus on the future.
After years of tight budgets, the Department saw an opportunity to become more visible and reaffirm its commitment to growers.
“We wanted to make sure that everybody knew that we are here to support growers and that we are here to support this industry in a time when things are breaking free,” Shepp said.
As the Welcome Sponsor, the Department will greet attendees with an interactive lobby experience featuring videos highlighting its work on behalf of Florida Citrus, charging stations for mobile devices and opportunities for growers to connect with Department staff.
“I really hope they see that we are an active organization that is in service to this industry,” Shepp said. “We are working incredibly hard to make sure that the rest of the world knows that Florida produces the world’s best citrus.”
Encouraging Numbers Back Up the Optimism
That optimism received another boost with the release of the latest Florida Citrus Crop Utilization Report.
Despite weathering another challenging season, including damaging freezes, Florida’s orange production climbed to nearly 13 million boxes, marking the first meaningful increase after years of decline.
For Shepp, the report represented far more than just another statistic.
“Coming in at almost 13 million boxes of oranges was stunning,” she said. “It took my breath away.”
The increase comes after years of significant investment by growers, researchers and the State of Florida. New planting programs, advances in HLB therapies, improved grove management practices and initiatives like the Citrus Research and Field Trial (CRAFT) Foundation are beginning to show measurable results.
“This is the first sign of all of that hard work and optimism paying off,” Shepp said. “This is not just optimism. This is result. This is evidence. We are turning the corner.”
While Shepp is careful not to suggest the industry’s work is finished, she believes growers finally have tangible proof that Florida citrus is moving in the right direction.
Modernized Standards Mean More Florida Juice
Adding to that momentum is the FDA’s recent decision to modernize the federal standard for orange juice by lowering the minimum Brix requirement.
Although highly technical, the change could have meaningful implications for Florida growers.
Years of HLB have naturally reduced sugar levels in fruit, making it increasingly difficult for some otherwise high-quality oranges to meet the decades-old federal standard. By updating those regulations to better reflect today’s growing conditions, more Florida-grown oranges can now be utilized in orange juice without changing the product consumers enjoy.
“The consumer is going to see no difference whatsoever,” Shepp explained. “They’re not going to taste any difference. It just allows more Florida citrus to be utilized in orange juice.”
Shepp said the decision demonstrates the importance of regulators working alongside the industry to modernize policies while maintaining consumer confidence.
Looking Beyond Survival
Taken individually, the Expo sponsorship, encouraging utilization report and updated juice standards are each positive developments. Together, Shepp believes they represent something much larger.
“Absolutely,” she said when asked whether the industry has more momentum today than it has had in recent years. “Without a doubt.”
Rather than asking whether Florida citrus can survive, Shepp said the conversation is beginning to shift toward growth.
“I am seeing folks moving with more intention, making decisions and planning about the future, looking at this as not, ‘Are we going to survive?’ but, ‘What are we going to do next? What’s the next step in our success?'”
Her message to growers was equally clear.
“Don’t stop believing,” Shepp said. “This industry has been through an awful lot. Over hundreds of years, we helped build the State of Florida, and we’re still here. Folks want us to be here. Florida is what people believe in when they see orange juice. Keep putting those trees in the ground, and let’s bring it all back.”
The road ahead will undoubtedly continue to present challenges, but after years defined by uncertainty, many in the industry are beginning to see something they have not had in quite some time: measurable progress.
For Florida citrus, that may be the strongest sign yet that a new chapter is beginning.
Here the full interview with Shepp: