Founded in 1935, by growers for growers, the Florida Department of Citrus has long supported the industry through the promotion, regulation, and protection of Florida Citrus.

Today, that mission is alive and well.

Over the next several weeks, join us for a mini-series featuring a behind-the-scenes look at one of the most unique government agencies in the country to learn more about who we are, what we do, and why.
Edition 2: Economic and Market Research

For the second edition of Inside the FDOC, we dive into the Economic and Market Research Department (EMRD) to showcase the important role data plays in the future of the Florida Citrus industry.
What We Do

If you’ve read a Nielsen Retail Sales Report, reviewed Florida production trends, or pored over Post Estimate Fruit Price Reports, then you’re likely familiar with the work of EMRD.

The EMRD team is responsible for collecting, analyzing, and reporting economic and market research and production data for the Florida Citrus industry. It’s a large undertaking that includes multiple measures of industry performance throughout the year on both the supply and demand sides.

This data supports strategic planning efforts for the Florida Citrus Commission, FDOC, trade organizations, businesses, and growers.
How We Do It

Three words: Timely. Accurate. Relevant.

The data EMRD provides impacts the Florida Citrus industry at all levels and must reflect the most recent trends to truly meet the needs of a constantly evolving sector. Each season, the team releases more than a dozen reports and provides presentations on a multitude of topics.

On the demand side, EMRD collaborates with researchers, such as those at the University of Florida’s Agricultural Marketing Research Center, to identify what drives the demand for Florida Citrus, such as consumer awareness and emerging trends in behaviors and preferences that may impact purchasing.

This is done through the OJ Consumer Tracker, which conducts surveys on the shopping habits of Americans in real-time as well as their perceptions about OJ. This tool has been especially important in monitoring rapid changes in consumer behavior throughout the COVID-19 pandemic.

EMRD also tracks Nielsen retail sales data to provide reports every four weeks on orange juice and grapefruit juice movement. These reports provide information on the total juice categories as well as details on types of juice (NFC vs. FCOJ) and container size. The latest 4-week figures are included at the bottom of this newsletter.

On the supply side, weekly processor reports share production, inventory, and movement data vital to decision-making across the industry.

Additionally, EMRD supports Florida growers by producing reports on production trends, fruit prices, utilization, and exploring key topics, such as the economic benefits of grove replanting. 
Why We Do It

The citrus industry is constantly evolving. Having data grounded in hard numbers and forecasts developed from tested models at our fingertips is essential to the long-term success of Florida Citrus.

The EMRD team is committed to providing answers to all questions the industry has about economics and markets related to Florida Citrus.
What's on Tap for Summer

The next installment of the FDOC's Live Webinar Series spotlights EMRD research and data.

Join Dr. Marisa Zansler and Dr. Thomas Spreen on Tuesday, Aug. 10 at 9 a.m. for a live webinar to discuss the current state of Florida's commercial citrus tree inventory and what the future may hold.

The webinar will include an overview of the Florida Round Orange and Red Grapefruit Production Projection Scenarios for 2022-23 through 2031-32.

RSVP for more details.
The Team:

Dr. Marisa Zansler, Director and FCC Chief Economist:
A veteran agricultural economist with more than 20 years of experience in conducting and managing economic research and policy analysis of plant health management programs and regulations. Dr. Zansler earned a Ph.D. in Food and Resource Economics from the University of Florida in 2004.

Bob Caudill, Senior Database Analyst:
An Army veteran, Bob has 18 years of experience as a data analyst in both the public and private sectors. He will soon complete course work for a Master of Science in Information Systems from University of Florida.

Tony Justice, Market Database Analyst:
A “double Gator” with a bachelor’s and master’s degree from University of Florida, Tony brings 12 years of experience in analyzing data for the State of Florida. He provides retail sales trends and other market reports to stakeholders in the citrus industry.
What We're Reading This Week:

Consumer perceptions around COVID-19 continue to evolve.

To evaluate how this may impact sales of Florida Citrus, we keep an eye on monthly consumer survey results like these from Food Insight, which looks at the pandemic’s impact on food purchasing and eating behaviors amid COVID-19 concerns.
Get On the List!

Want more communication from the Department’s EMRD team?

Send an email to emrd@citrus.myflorida.com.

You can also find many of EMRD’s reports here.
Follow Florida Citrus in Canada!

Canadians experience the Florida difference when they enjoy a refreshing glass of Florida Orange Juice or the perfect blend of sweet and tangy flavors from a fresh Florida Grapefruit.

Learn more about how the FDOC reaches consumers in Canada by following our Canadian social media channels below.
Nielsen Retail Sales Report

According to the most recent Nielsen Retail Sales Report, U.S. OJ retail sales are currently tracking at 2017 levels.

For the 4-weeks periods ending July 17, 2021, average year-over-year sales of total OJ are up by 9.2% compared to 2019 values with 30.2 million equivalent gallons sold. Average year-over-year NFC OJ sales are up by 15.4% compared to 2019 values while FCOJ sales are down by 1.1%.
Have questions? Send them our way. Email srossetter@citrus.myflorida.com.