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 Front Cover
 Future
 Commission
 From the General Manager
 Merchandising
 Market research
 Publicity
 International marketing
 Statement of receipts and...
 Advertising
 Transportation
 Administrative














Annual report - Florida Citrus Commission
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Full Citation
STANDARD VIEW MARC VIEW
Permanent Link: http://ufdc.ufl.edu/UF00075981/00019
 Material Information
Title: Annual report - Florida Citrus Commission
Physical Description: v. : ; 28 cm.
Language: English
Creator: Florida Citrus Commission
Publisher: s.n.
Place of Publication: Tallahassee?
Creation Date: 1968
Frequency: annual
regular
 Subjects
Subjects / Keywords: Citrus fruits -- Periodicals -- Florida   ( lcsh )
Genre: government publication (state, provincial, terriorial, dependent)   ( marcgt )
serial   ( sobekcm )
 Notes
Numbering Peculiarities: Report year ends June 30.
 Record Information
Source Institution: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: aleph - 000863394
oclc - 01327786
notis - AEG0106
lccn - 50063588
System ID: UF00075981:00019

Table of Contents
    Front Cover
        Page 1
    Future
        Page 2
        Page 3
    Commission
        Page 4
    From the General Manager
        Page 5
        Page 6
    Merchandising
        Page 7
    Market research
        Page 8
    Publicity
        Page 9
    International marketing
        Page 10
    Statement of receipts and disbursements
        Page 11
        Page 12
    Advertising
        Page 13
        Page 14
        Page 15
        Page 16
    Transportation
        Page 17
    Administrative
        Page 18
Full Text

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The Florida
Citrus Commission


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Annual Report" \
For Fiscal Period July 1, 1968 to June 30, 1969






















































































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The (Commission


Key Scales, Jr. O. D. Huff, Jr.
Chairman


Henry Cragg


A. T. Edwards, Jr.
A. T. Edwards, Jr.


W. F. Edwards James Samson
Vice Chairman



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Robert D. Flippo


W. Albert Carlton


Earl M. Crittenden


Advertising and Merchandising
Key Scales, Jr., Chairman
W. Albert Carlton
Henry Cragg
W. F. Edwards
Robert D. Flippo
Robert S. Kazaros
Institutional
Henry Cragg, Chairman
W. F. Edwards
Robert D. Flippo
Robert S. Kazaros
William L. Raley
James Samson
Processing
Robert D. Flippo, Chairman
Henry Cragg
A. T. Edwards, Jr.
W. F. Edwards
James Samson
Market and Economic Research
W. F. Edwards, Chairman
W. Albert Carlton
Robert D. Flippo
Robert S. Kazaros
D. Victor Knight
James Samson
Public Relations
William L. Raley, Chairman
Henry Cragg
A. T. Edwards. Jr.
Robert S. Kazaros
D. Victor Knight


D. Victor Knight


Wiliam L. Raley


Robert S. Kazaros


STANDING COMMITTEES


Disney World
Earl M. Crittenden, Chairman
W. Albert Carlton
Henry Cragg
A. T. Edwards, Jr.
W F. Edwards
Key Scales, Jr.
Industry Coordinating
W. F. Edwards
W. Albert Carlton
Robert D. Flippo
Key Scales, Jr.

Administrative and Budget
James Samson, Chairman
Earl M. Crittenden
Robert D. Flippo
Robert S. Kazaros
William L. Raley
Key Scales, Jr.
Scientific Research
Robert S. Kazaros, Chairman
W. Albert Carlton
Earl M. Crittenden
A. T. Edwards, Jr.
D. Victor Knight


Fresh Fruit
A. T. Edwards, Jr., Chairman
Earl M. Crittenden
D. Victor Knight
James Samson
Key Sca'es, Jr.
Export
Henry Cragg, Chairman
W. Albert Carlton
W. F. Edwards
Robert D. Flippo
James Samson
Legislative
W. F. Edwards, Chairman
W. Albert Carlton
Henry Cragg
Earl M. Crittenden
William L. Raley
Key Scales, Jr.
Turnpike Authority
Key Scales, Jr. Chairman
Earl M. Crittenden
A. T. Edwards, Jr.
Robert S. Kazaros
D. Victor Knight
Sell Florida First
Wiliam L. Raley, Chairman
Earl M. Crittenden
A. T. Edwards, Jr.
D. Victor Knight
James Samson
Key Scales, Jr.






















from the G(en ra1l Manager

The Florida citrus industry reaped many benefits during the 1968-69
season as a result of Commission long-range planning.
First of all, sound marketing practices, bolstered by Commission
promotional versatility, enabled the industry to profitably move more
than 181,500,000 boxes of fruit, the second largest crop in Florida
history. Of this total, 120,000,000 boxes a near-record level were
utilized for processed products. So effective were marketing programs
conducted by the Commission that 3 per cent more frozen concentrated
orange juice was sold during 1968-69 than in the previous year, when
prices were lower and movement considered exceptional.
In addition, Commission advertising attained
an all-time high in consumer awareness.
Relying heavily upon the talents of songstress
Anita Bryant extolling the healthful virtues of
orange juice, the recall of Commission
advertising scored impressively, with house-
wives remembering the ads to a greater extent
than ever before. One television commercial
featuring Miss Bryant attained a rating of 35
in Proven Commercial Registration, the
highest score ever recorded by Gallup and
Rob:nson research agency for a processed
juice product.
Long-range planning figured strongly
in preparations for Florida citrus industry
participation in the Republican National
Convention at Miami Beach, and the effort was
rewarded by unlimited exposure for citrus
during one of the most widely reported
meetings in history.

















The Commission devoted 46 per cent more funds to the marketing
of products in 1968-69 than in the previous year, spending $6,500,000
for this purpose. The $5,500,000 spent exclusively for direct consumer
advertising represented an increase of 58 per cent over the preceding
year, with $3,445,000 of the overall total spent for television advertising
which featured Miss Bryant.
This was almost three times the amount allocated for television in
1967-68. In addition, $1,253,000 spent for advertisements in newspaper
Sunday supplements was approximately three times the figure devoted
to that media a year earlier.
Advance planning was evidenced in another instance when it became
apparent early in the season that the industry was faced with a heavy
inventory of canned single strength grapefruit juice and would pack a
record quantity of this product. With no fanfare and no extra funds, the
Merchandising Department's field force engaged in a sustained
promotion that resulted in one of the heaviest movements of canned
grapefruit juice on record.
Another example of opportune planning appeared during the winter
when an epidemic of influenza touched many parts of the country. The
Commission was ready with advertisements prepared weeks in advance,
extolling the value of Florida oranges and grapefruit in combating winter
illnesses, and this information was passed along quickly to the public
through daily newspapers circulated in the distressed areas.
The successes of the 1968-69 season appear even more impressive
when regarded in the light of difficulties encountered along the way.
Chief among these was a slow start to the season, occasioned by a late
bloom, that delayed all Commission promotional schedules for periods as
much as three weeks or more. The late bloom also was responsible for
a low yield of juice that reduced the pack of processed products more
than anticipated. And a winter freeze that saw 6,000,000 boxes of fruit
removed, then returned to the official crop estimate, brought a halt to
tangerine advertising and cancelled out all activity for Temple oranges.
This is a brief summary of many Commission programs and activities
during the year. More can be found in this annual report.
I hope you will read the report and discover for yourself that the
1968-69 season was outstanding for a number of reasons, but that those
best remembered are related to the movement of an abundance of fruit
with satisfactory returns to the citrus industry.


































Florida citrus benefited from one of the most outstanding seasons
ever in terms of in-store promotional campaigns.

A season-long promotion which depended upon the initiative of individual
field men resulted in record sales of canned single strength
grapefruit juice, and prize and premium programs for all citrus which
emerged as a most effective tool, established an
all-time high in excess of 800 promotions.

Another strong tactic was the market-wide type of promotion in eight
metropolitan areas in conjunction with such non-food
organizations as automobile and appliance dealers.

Heavy support also was given to tangerines, tangelos, Temples
and Murcotts at the height of seasons for each of these fresh fruits.

The annual fall Trade Luncheon Tour, booked into eight major markets in
order to present Commission advertising and merchandising plans for
the year, featured industry songbird Anita Bryant and a live
stage show. Food trade groups in secondary markets were reached
with a film-slide version of tour highlights.

More than 4,000 entries were received in the "Race for
Space," the annual national display contest, and a similar
competition was scheduled for canned grapefruit juice late in
the season. The Race for Space theme was used for the Merchandising
Department's national sales meeting at Cape Kennedy.

Favorable results were produced by two grapefruit and one orange seven-
cents-off coupon advertisements which appeared in 23 markets.

The field force recorded 94,491 trade contact calls, with a total of 27,105
in-store displays constructed and installed in major food
markets. More than 24,300,000 display pieces were utilized,
including 348,121 custom prepared kits distributed to leading supermarkets.













Continuing research and information services for the Commission staff
and the industry are primary functions of the Market Research Department.
Consumer use and purchasing of citrus products, as well as attitudes toward
Commission marketing programs, are published regularly. In addition,
special projects are conducted which bear on problems and
opportunities in the industry. Outstanding projects during the year dealt
with advertising effectiveness, school lunch market development, and
retail package evaluation.

The development of the most effective advertising program in the history
of the industry started with a pre-test of three different television
campaigns, one of which featured Anita Bryant. Each television commercial
was run in two markets for 13 weeks with consumer interviews before
and after exposure. Continuing national measurements of advertising
awareness have demonstrated accuracy of the pre-tests, showing
successively higher levels of advertising recall. By June 1969, 73 per
cent of all American housewives could recall orange juice advertising, and
63 per cent could identify the Anita Bryant commercial in particular.

In the development of the school lunch market two studies were
completed and a third planned. The original, or "pilot" study, provided
necessary background data on size and scope of school feeding
programs, which partially led to the School Lunch Marketing Order. The
second study, on individual containers, provided information for
serving orange juice in schools, and the final phase will be an "in-school"
test of various delivery systems.

Another project of interest was the market test and consumer evaluation of
a radically new retail package for Florida Citrus Orange Juice. The
Kroger food chain tested a rectangular paperboard box, designed and
produced by the Riegel Paper Corporation, with highly satisfactory results.


I














In a year of noteworthy accomplishments for the Publicity Department,
the success of the Republican national convention at Miami Beach in
August was a standout.

Few political convocations in the past have received the world-wide coverage
accorded this event, and prominent in the entire show was Florida citrus.
Orange colors, orange fruit, and orange juice invaded the convention buildings
and scored heavily with television, radio and newspapers assigned
to the nominating meeting. Orange elephants, orange jackets, and
orange balloons left an indelible glow upon convention proceedings and
qualified the effort as one of the most successful promotions in the
history of citrus or political gatherings.

Much of the success of this event must be attributed to long-range plan-
ning that began half a year earlier and enlisted the efforts of
individuals and agencies experienced in this area of influence.

The Publicity Department also delivered heavy promotional impact through
such other events as the Florida Citrus Open Golf tournament, at
Orlando, the Florida Citrus Showcase at Winter Haven, and a new
venture, a 250-mile sports car test as part of Daytona's annual
speed carnival.

Another outstanding achievement during the year was the distribution of
a record number of citrus films at a great saving in cost.

In addition, a program of production of five-minute movies was launched,
since research indicates this length film is widely accepted by television
stations seeking to fill occasional lapses between regularly
scheduled programs. Work was completed on a
14-minute film on tennis for general use.





























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From a project that began with only one participating foreign distributor
In 1966, the Three Party Program, directed by the Commission's
International Marketing Department, expanded to 32 participants in
1968-69, and is expected to grow even more next season.

Indicative of this success is the fact that Florida's export citrus sales within
the Three Party Program during 1968-69 increased almost 50 per cent
over the previous year. The growth occurred despite strong competitive
efforts and in spite of a major shipping strike that eliminated practically all
export sales for almost three months and restricted sales for several
additional weeks because of lack of shipping space.

Of interest during the season was the establishment of a number of chilled
juice reconstitution plants in Europe, several of which are participating
in the Commission's market development plans. This provides the Florida
citrus industry with an exclusive and efficiently regulated operation.
The insistence upon quality and improved product in citrus has done much
to strengthen Florida's leadership and profits in European markets.
Illustrative of this position is the fact that Commission promotional efforts
have resulted in impressive returns to the citrus industry. A comprehensive
study by the Commission's Economic Research Department showed that
an investment of $1,000,000 in export promotions produced returns of
more than $27,000,000 during the first three years of Three Party
Program activities.
The effectiveness and efficiency of this program has brought formal
agreement from the Foreign Agricultural Service of the U. S. Department
of Agriculture to fund the market development program an additional
$1,700,000, and to participate in the program until June 30, 1973.

By maintaining constant touch with foreign citrus developments, the
Commission not only protects those foreign markets, but prevents major
in-roads into Florida's important domestic and Canadian markets by other
citrus-producing areas.














Statement of Receipts and Disbursements For Fiscal Period July 1, 1968 to June 30,


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Balance Forward July 1, 1968
RECEIPTS: 1968-1969 Season
Investment Earnings
Transfers from other Trust Funds
TOTAL AVAILABLE


$10,259,096
159,632
1,166,624


$ 3,761,557


11,585,352
$15,346,909


DISBURSEMENTS:
General Administrative
General Services
State Personnel Board
Retirement & S. S. Matching
Furniture & Equipment
Conference Room
Processed Rebate Program
General Revenue Fund
Transportation Problems
Economic Research
Scientific Research
Public Relations & Publicity
Marketing Department:
Salaries & Expenses
Consumer & Institutional Adver
Advertising Media
Professional Journals
By-Products
European Program
TOTAL DISBURSEMENTS


$ 365,159
58,951
4,080
110,936
17,597
70,000
38,369
210,417
70,073
96,115
468,616
347.046


rising:
$


$ 1,857,359


3,086,251


5,507,521
224,458
133,255
636,571


6,501,805


11,445,415
$ 3,901,494


BALANCE ON HAND JUNE 30, 1969


(School Marketing Program)
Balance Forward July 1, 1968
RECEIPTS: 1968-1969 Season
Investment Earnings
TOTAL AVAILABLE
DISBURSEMENTS:
Administrative Expense $
General Revenue Fund
TOTAL DISBURSEMENTS
BALANCE ON HAND JUNE 30, 1969


$ -0-
3,692,031
31,941
$ 3,723,972


38,122
74,479


112,601
$ 3,611,371


Balance Forward July 1, 1968
RECEIPTS: 1968-1969 Season
Investment Earnings
TOTAL AVAILABLE
DISBURSEMENTS:
Advertising
General Revenue
TOTAL DISBURSEMENTS
BALANCE ON HAND JUNE 30, 1969


$ 3,295,113
$ 2,528,880
203,770 2,732,650
$ 6,027,763


$ 1,328,654
54,653


1,383,307
$ 4,644,456


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Balance Forward July 1, 1968
RECEIPTS: 1968-1969 Season
Investment Earnings
TOTAL AVAILABLE
DISBURSEMENTS:
Rebate Claims
Transfer to Citrus Advertising Trust Fund
TOTAL DISBURSEMENTS
BALANCE ON HAND JUNE 30, 1969


Balance Forward July 1, 1968
RECEIPTS: 1968-1969 Season
Investment Earnings
TOTAL AVAILABLE
DISBURSEMENTS:
Rebate Payments
General Revenue Fund
Administrative Expense
Transfer to Citrus Advertising Trust Fund
TOTAL DISBURSEMENTS
BALANCE ON HAND JUNE 30, 1969


Balance Forward July 1, 1968
RECEIPTS: 1968-1969 Season
Investment Earnings
TOTAL AVAILABLE
DISBURSEMENTS:
Transfer to Special Sales Promotion Fund
Rebate Payments
General Revenue Fund
TOTAL DISBURSEMENTS
BALANCE ON HAND JUNE 30, 1969


Balance Forward July 1, 1968
RECEIPTS: 1968-1969 Season
Investment Earnings
Transfer from Brand Advertising
Reserve Fund
TOTAL AVAILABLE
DISBURSEMENTS:
Rebates
General Revenue
Advertising
TOTAL DISBURSEMENTS
BALANCE ON HAND JUNE 30, 1969


$ 100,000
4,090



$ -0-
102,643


$ 131,275
31,498


$ 842,432
2,098
20,638
1,063,981


$ 100,000

104,090
$ 204,090


102,643
$ 101,447


$ 1,934,387

162,773
$ 2,097,160


1,929,149
$ 168,011


$ 258,637
$ 245,113
4,211 249,324
$ 507,961


$ 176,498
108,943
4,986


290,427
217,534


$ 395,791


$ 245,113
19,348


176,498 440,959
$ 836,750

$ 261,980
5,289
321,325
588,594
$ 248,156


1969


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Advertising

The concept of a generic advertising approach helped Florida citrus to score
an all-time high in consumer demand during 1968-69, a season
notable for the biggest pack of orange products in
history. A record 120,000,000 boxes of oranges went into processed
products and the Commission was instrumental in moving the huge pack,
as illustrated by the fact that sales of frozen concentrated orange
juice were 3 per cent greater than the previous year, despite
a substantial increase in retail prices.
Research indicated increasing consumer awareness of the Commission's
two advertising themes "Breakfast Without Orange Juice
is Like a Day Without Sunshine," and "Shape Up
with Grapefruit from Florida."
The season marked the first full year for Anita Bryant as the voice of Florida
citrus. During the year, she was featured in television commercials,
radio spots, print advertisements, and point-of-sale
devices, as well as filling an active schedule of personal appearances
to sell Florida orange products.
Miss Bryant's activities contributed strongly to the success of Florida
citrus advertising in reaching record heights of consumer
awareness. The consumer recognition rating of 35 scored by the "Fridge"
television commercial represented the highest score for
any juice product ever tested by the Gallup and Robinson research agency.



Wake up

and slim down.
Breakfast is the best time to remember your prom-
ise to start slimming down. And with only 76 calories
to a full 6 oL. glass, grapefruit juice is a natural.
What's more, its fresh, tart flavor will really wake
you up and give you lots of Vitamin C, too.
So, when you're out shopping, take home a can or
bottle of chilled grapefruit juice from Florida. Then
you can enjoy it whenever you want, and have little
to show for it.






















S ut uice from Florida.












Looking to the high-volume crops of the future, the Commission conducted
a series of test programs for orange juice. Two variety-of-use tests,
designed to determine the appeal of orange juice as a recipe ingredient in
cooking and beverages, were refined and polished by means of
consumer interviews during the spring, and will enter test markets through
Better Homes and Gardens magazine during July. A creative approach,
emphasizing the role of orange juice as a supplier of quick energy, also will
begin in-market testing in July.
Preliminary testing during the year resulted in the development of an
animated television commercial that will be directed at children's markets
during the next season.
Test campaigns also were developed for high-density frozen concentrated
orange juice, and larger size containers for concentrate. In addition,
an anti-synthetic campaign was initiated during the spring.
A heavy push of day-night television for processed orange products began
on three major networks in mid-September and continued, with
exception of the holiday break, through mid-June. Tie-in promotions for
frozen concentrated orange juice saw the Commission team with
Hormel for a four-color advertisement in Reader's Digest during
December, and with General Mills and Armour for an ad in April issues of
Family Circle, Good Housekeeping, and Women's Day.

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The influenza epidemic prompted a series of ads in leading daily
newspapers extolling Florida citrus in combatting colds.

The fresh orange campaign began in November with radio support, and
four-color newspaper advertisements carried the fresh theme
during the winter and spring months. Highlighting these ads were a
special offer of an Anita Bryant record album, and a
cents-off coupon toward the purchase of a bag of oranges.

Radio supported tangerines in early December, but freezing weather that
month caused cancellation of further advertising for that product
and for Temple oranges.

Trade advertising was centered around themes showing
the profit advantages of frozen concentrated
orange juice compared with other grocery items.

Weight-watchers were courted with advertisements for fresh and processed
grapefruit in newspaper Sunday supplements from January
through June. A pop-up coupon offer for grapefruit spoons appeared
in January issues of Reader's Digest, and the grapefruit diet was
carried in ads in March and April issues of Good Housekeeping. A special
cents-off coupon on fresh grapefruit was featured in daily
newspapers during February and March.


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Food publicity, generated by the Dudley-Anderson-Yutzy agency, offered a
new media technique in the clipsheet, which found wide popularity with
newspaper food editors. Television kits with color slides were shown
across the country, and similar scripts were used by radio. Eighteen leading
magazine and newspaper food editors spent a week in Florida as
guests of the Commission, visiting and learning more about the citrus
industry.
A new full-color cookbook, "Favorite Recipes from Florida," featuring
recipes submitted by a number of Floridians well-known in citrus
circles, was launched with gift mailings and releases to 500 newspapers and
to a large number of television and radio food commentators. Special
stories to Florida newspapers credited the contributors.
The Rolling Orange and Orange Juice Break Queen Nova Ramsey traveled
more than 15,000 miles in Florida serving juice to visitors ranging from
President Nixon and notables of cinema, sports, and government to
seasoned tourists. An innovation during the year was the production of
a series of films for television featuring famous chefs and
favorite recipes containing Florida citrus.


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Administrative

The institution of identifying symbols for Florida citrus highlighted
activities of Commission administrative offices during the 1968-69 season.
Among four new regulations and 24 amendments adopted was one that
provided for the stamping of round oranges with the words "Florida" or
"Indian River," as applicable.
Another regulation established a certification mark of "Florida CitrUSA,"
to be used in conjunction with advertising, promotional, merchandising
and packaging functions involving fresh and processed citrus. This mark,
registered in the United States and most other countries of the world, is to
educate the consumer in terms of quality and origin of Florida-grown citrus.
Quality of gift fruit leaving the state was improved by increased
inspection that covered not only the REA terminal in Jacksonville, and the
Florida Gift Fruit Shippers Association terminal in Orlando, but provided
spot inspection of gift fruit shipping packing houses. The program was
financed by an assessment of 1 cent per box on all gift fruit shipments
entering interstate commerce.
During the season over 770 private fresh fruit labels for more than
150 shippers were registered, and 1,605 applications for citrus fruit dealer
licenses were processed. Also issued were 1,549 special permits, with
1,130 for gift package shippers and 387 for non-commercial shippers in
interstate movement.
The mail and reproduction department, which handled more than
600,000 letters, showed a 7 per cent increase in finished work with little
or no increase in costs.
The fiscal department is responsible for seven separate trust funds,
with total tax assessment revenue for all funds being approximately
$17,100,000, compared with disbursements of $14,500,000. The fiscal
department collected all current year tax assessments due from approximately
600 packinghouses and processors without any delinquent accounts.






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