UF00083645_00013.pdf

UF00083645_00013.txt

UF00083645_00013_pdf.txt

"Your Government" -- #20 Governor's Office
By: Governor Farris Bryant Tallahassee, Florida

CITRUS IN FLORIDA

In December 1962, Florida suffered the most citrus damaging
freeze in its history.

The full impact of the tree loss and damage was felt by the
industry in 1963p6k. The total orange crap was 58,300,000 boxes --
the smallest in 15 years.

Despite this severe cut-back in the Florida crop, this state
continued to dominate the United States and world production of
citrus fruit. He produced 71.5 per cent of the United States citrus
crop and 27 per cent of the world production.

And despite the severe loss brought about by the freeze,
citrus is rebounding, quality was not sacrificed, and plans are being
made for attacking the increasing problems of merchandising arising
from the anticipated renewal of full production and the increasing
competition from synthetic products.

The Florida Citrus Commission, working with industry groups,
retained a leading business consultant firm to re-evaluate its
procedures and organization. The study made is being implemented
without significant dissension.

The Commission adopted and registered the "0.J." symbol for use
in advertising, promotion, and packaging of Ylorida oranges and
orange products. This is the first time the Commission has promoted
such a symbol, and by regulation, safeguards have been established
to protect the integrity of the symbol and to promote its use within
the industry in an orderly manner. It should greatly increase the
impact and effectiveness of consumer advertising and merchandising
programs.

Too, 3 special marketing research study was initiated to determine
basic consumer attitudes toward Juices. drinks. ades. and beVeragea.

When the U. 5. Food and Drug Administration threatened to place
standards of identity on frozen concentrated orange Juice, the
industry and the Commission balked on the grounds that Florida
produces more than 95 per cent of the product and that Commission
regulations already require a higher quality product than that which
would be allowed under federal standards. And so. Florida is
permitted to maintain its own quality standards on frozen
concentrated orange Juice, while other states will be required to
meet federal uniform minimum standards.

And so, the next time you see the "0.J." symbol in an
advertisement, or on a citrus product, you will know it is the
symbol of the single goal of the Florida Citrus Commission, to
serve the Florida citrus industry and establish its continued
prosperity through sound and business-like programs for progress.




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