Group Title: Annual report of the Florida Department of Citrus
Title: Annual report
ALL VOLUMES CITATION THUMBNAILS PAGE IMAGE ZOOMABLE
Full Citation
STANDARD VIEW MARC VIEW
Permanent Link: http://ufdc.ufl.edu/UF00086634/00003
 Material Information
Title: Annual report
Physical Description: v. : ; 28 cm.
Language: English
Creator: Florida Citrus Commission -- Dept. of Citrus
Publisher: The Dept.
Place of Publication: Tallahassee?
Publication Date: 1973-1974
Frequency: annual
regular
 Subjects
Subject: Citrus fruit industry -- Periodicals -- Florida   ( lcsh )
Genre: government publication (state, provincial, terriorial, dependent)   ( marcgt )
statistics   ( marcgt )
 Notes
Statement of Responsibility: The Florida Department of Citrus.
Dates or Sequential Designation: 1969/70-
Numbering Peculiarities: Report year ends June 30.
General Note: Title varies slightly.
 Record Information
Bibliographic ID: UF00086634
Volume ID: VID00003
Source Institution: University of Florida
Holding Location: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: oclc - 02397748
lccn - 76643586
 Related Items
Preceded by: Annual report

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DAN K. RICHARDSON
Chairman


WILLIAM F. EDWARDS
Vice Chairman


ALBIN CRUTCHFIELD BEN HILL GRIFFIN


DAVID O. HAMRICK


ARLEN N. JUMPER


W. R. HANCOCK


MARVIN D. KAHN


JOHN T. LESLEY GEORGE McCLURE


florlda citrus

commission


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KARICK PRICE MARVIN H. WALKER








Florida produced the
second largest crop of citrus fruit in
history during 1973-74, yet the citrus
industry succeeded in marketing more
of its fruit and products than in any
other season on record.
Consumer advertising

placed by the Department of Citrus
from the desk of the in the media of radio, television and

executive director newspapers, plus advertisements in
food trade publications helped to
topple previous high marks in the movement and consumer purchases of frozen
concentrated orange juice and chilled orange juice. In addition, Department
efforts helped canned single strength grapefruit juice to another successful season
in terms of movement and consumer buying.
Television was largely responsible for the fact that 86 per cent of
the nation's housewives recognized Anita Bryant, the spokeswoman for Florida
orange juice, and that 67 per cent of the same respondents knew that Cathy Rigby
was the energetic young woman in commercials promoting Florida grapefruit.
Approximately 75 per cent of the homemakers were able to identify a colorful
little cartoon character as the citrus industry's Orange Bird.
The composition of the Florida Citrus Commission underwent
change during the season, necessitated in part by the resignation of member
Ed H. Price, Jr., of Bradenton. Price was named to the Commission in 1971 by
Governow Reubin Askew and had served as chairman since that year.
Governor Askew appointed David O. Hamrick of Bradenton to
fill the vacancy and Commissioners elected Dan K. Richardson of Vero Beach
as chairman.
In May, the Governor named four members to the body, seating
Charles M. Shinn, Jr., of Winter Haven for the first time and re-appointing
John T. Lesley of Tampa, Richardson and Hamrick. Richardson again was
elected chairman, with W. F. Edwards of Dade City chosen as vice chairman.








The 1973-74 fiscal year proved to be a record-breaking one in several
marketing areas.
The A. C. Nielsen Food Index reported retailsalesof total orange juice
reached an all time high of 552,000,000 single strength gallons, up 11 per cent from 1972.
Since 1965, consumer purchases of frozen concentrated orange juice
have risen an average of 14 per cent per year, families using the product have increased
5 per cent per year and ounces consumed per family are up 2 per cent each year.
Over this nine-year period, volume climbed 128 per cent .. families
using went up 45 per cent . and ounces per family gained 16 per cent. It should
be further noted that these outstanding achievements were attained with a commodity
product, without the benefit of brand identity and with an advertising-to-sales ratio of
less than 1 per cent. Very few corporations, if any, have come close to equalling these
significant accomplishments.
None of these records could have been established without the most
meticulous planning and the support of the various industry segments and the
Florida Citrus Commission.
Prior to the m marketing
start of each new marketing
season, the staff and its agencies,
under the supervision of the
Director of Marketing, prepare
a detailed analysis of accomplishments,
problems and opportunities. From this,
objectives and strategies emerge, which in turn
are detailed and documented in a marketing plan book for each fresh fruit and
processed product, serving as blueprints for guidance and direction in terms of objectives,
goals and the progressive advancement of the entire industry.

Grapefruit advertising featuring U. S. Olympic gymnast Cathy Rigby,
set a new record of effectiveness for consumer awareness of this citrus product.
Entirely new Anita Bryant commercials, produced for use next fall, give every
promise of enhancing her image and appeal to the point that her effectiveness as spokeswoman
for Florida fresh and processed oranges will reach more than new highs in efficiency.


I


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During 1973-74, two major programs were effected by the Department


of Citrus.


Following resolution of the lengthy legal battle that severely limited
activity under School Marketing Order 105-3.01, a long-range market development

program was designed and initiated.
A referendum of all Florida citrus growers was conducted on a new
Florida Citrus Commission marketing order implementing a law passed by the
1973 Florida Legislature providing for a program of greatly increased mechanical
harvesting research and development. Of the 3,872 growers who returned valid
ballots, 68.3 per cent voted for the order.
During the year, 11 amendments to seven Department regulations
were prepared and published. The more important of these restricted the use in
Florida of low grade imported citrus products, established new size ranges for
fresh grapefruit, relaxed restrictions on direct sales by growers to consumers, and
tightened requirements pertaining to test room facilities and modifications to
official sampling devices.
The first complete updating of processed product label registrations
in more than 20 years was begun and is expected to continue into fiscal year
1974-75.
Citrus fruit dealer license applications were revised in accordance
with 1973 legislative acts, with the Commission approving 1,588 of the 1,604

applications received. In addition,


administrative 2,566 special permits were issued,
covering activities from gift

shipment and shipments to
charitable institutions to special
packs of hi-density frozen
concentrated orange juice.
The Department's
legal staff prepared and processed
135 contracts, leases, etc., involving









all areas of departmental activity. Both new and proposed Food and Drug
Administration and Federal Trade Commission rules and regulations
were closely followed, with official comments filed on matters relating
to requirements for nutritional labeling of foods and advertising claims for
citrus products.
The Florida citrus industry was represented by staff counsel

before the Canadian Tariff Review Board in discussions regarding increased
tariff rates for Florida citrus products, and also before the Massachusetts
State Board of Health during public hearings regarding proposed mandatory
nutritional labeling of foods sold in that state.

Two new U. S. patents were issued to the Department,
involving "improved essence for enhancing the flavor of citrus juices."

Also obtained from the U. S. Patent Office was registration of the
"Florida Sunshine Tree" service mark for use in identifying activities of
the Department of Citrus. In addition, procedures were initiated to seek
registration of a certification mark for Florida citrus by-products.
Legislative activities of the Department included participation
in industry efforts that resulted in enactment of major enabling legislation

to allow the creation of an industry frozen concentrated orange juice pool
program, designed to remove excess fruit in years of oversupply and to

increase consumer availability of product in years of short supply. The
legal staff worked closely with various legislative committees during the
1974 session of the legislature on enactment of the new administrative
procedures act, which will substantially alter current Department
regulatory processes. Cooperation was given also to regulatory officials

in other states in regard to the investigation and correction of improperly

labeled citrus products packaged outside the state of Florida.
The general services staff continued a high level of performance
with regard to operation of headquarters facilities.

More than 600,000 pieces of mail were processed by the general
services section for posting to the retail food trade, field personnel and

the citrus industry.


J


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i The effectiveness of

advertising Department of Citrus advertising is
reflected in the fact that the number
of U. S. households consuming orange
S \juice in a six-months period attained
an all-time high of 57 per cent in
the 1973-74 fiscal year. In the same
time, the average amount of orange
juice consumed by each household
established another record at 205
ounces.
Network television made it possible for messages for Florida orange
juice to reach more than 90 per cent of all housewives in the country at least once
per week. Records set during the year in the area of consumer awareness included
a high of 86 per cent recognition of Anita Bryant as spokeswoman for Florida
orange juice, while the slogan, "A Day Without Orange Juice Is Like A Day
Without Sunshine," was identified by 88 per cent of the homemakers.
In terms of recognition, the Orange Bird, created for the Florida citrus
industry by Walt Disney Production:s, was readily identified by 75 per cent of the
survey respondents.
The survey indicated that 47 per cent of the housewives interviewed
mentioned orange juice as the first beverage called to mind in connection with
breakfast for the family.
In addition to regular advertising activities, special programs were
conducted in the fall and spring. The fall event featured Miss Bryant on television
and in newspaper advertisements, extolling the food values of orange juice. The
spring promotion was keyed to a massive drop of more than 87,000,000 cents-off
coupons, most of which were distributed in a tie-in program with Kellogg's "Better
Nutrition at Breakfast." This event was supported by trade advertising, new
point-of-purchase materials, newspaper Sunday supplement advertising, and Miss
Bryant in a special television commercial.


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In a continuing effort to enlist food trade cooperation in promoting

orange juice, the Department again used trade publications for advertisements

stressing the profits angle.

Department advertising for grapefruit during the year was notable for

two reasons. A

This was the first year in which funds were available for summer and

fall advertising of grapefruit products. And the Department enlisted Olympic gymnast

star Cathy Rigby as a "presenter" for Florida grapefruit.

Miss Rigby's appearance in television commercials resulted in housewives

becoming more aware than ever before of advertising for Florida grapefruit.

This awareness of Department advertising reached an all-time high of 22 per cent,

with Cathy being recognized by 67 per cent of all housewives interviewed. Her use of

the phrase "Shape Up" in relation to grapefruit helped boost recognition of the slogan

to a record 40 per cent, while a high of 24 per cent of the respondents associated

Florida grapefruit with diet and low caloric count.
Coupons in newspapers during February and March helped improve

sales records for fresh and processed grapefruit.

Florida citrus was advertised heavily in Canada. A television commercial

for French-speaking areas promoted processed orange products, while newspapers were

were employed to inform readers of the values of fresh oranges and processed

grapefruit. Magazines carried messages for fresh grapefruit.

As in past years, Department efforts in consumer publicity

resulted in widespread use of citrus recipes and food information. Themes

revolved around good nutrition, economy and creativity with citrus fruits

and products.

Citrus materials were released to national, regional and ethnic news

syndicates on a regular basis and received with enthusiasm by food editors in all media.

Two kits promoting Florida citrus through slides and script went to
400 radio and television stations.

In addition, news about citrus and citrus recipes was used regularly

by publications distributed by food supermarkets.








The principal line of communication between the Florida citrus
industry and the nation's food trade is that maintained by the 65 field representatives
of the Department of Citrus merchandising staff.
This group plays a major role in the sales accomplishments and productivity
of the food trade through regular contacts that provide and encourage advance planning
for the promotion of Florida fresh and processed citrus. This planning is diligently
prepared and presented to the field
forces during two regional meetings and
m erchand rising a national sales meeting conducted each

year by the headquarters staff.
SThrough regular contacts,
the field representatives keep major
food chains and voluntary groups
S.posted on crop expectations, inventories,
S\ \ 'merchandising opportunities and advertising
k,. l- scheduled for all fresh fruit and processed
products. These contacts cover brokers
with leading food groups, auctions in terminal markets, fresh fruit wholesalers, receivers,
distributors, wholesale grocers, leading independent food stores and other major groups
involved in handling citrus.
Periodic statistical reports, bulletins, memorandums and releases ensure
that every representative is informed and prepared to conduct merchandising
activities at all levels of the trade.
Indicative of the strength of this communication line between the
Department of Citrus and the food trade is the fact that the field representatives
made 101,472 trade calls during the year, placing emphasis upon the advertising
rebate program which greatly expanded retail participation in consumer advertising
for frozen concentrated orange juice.
In addition, the representatives constructed 5,449 special in-store
displays and the retail trade utilized more than 16,000,000 point-of-purchase
pieces for fresh and processed products. The materials, distributed for the most









part in tailor-made kits, tied in closely with consumer advertising programs in

which Anita Bryant and the Orange Bird promoted oranges and gymnast Cathy

Rigby promoted grapefruit.

Regarded as the Department's strongest promotional tool is the

trade incentive program. This year, there were 1,200 such programs conducted

by national and regional chains, service wholesalers and food brokers.

Certainly one of the most popular promotions conducted by the

Department is the annual national fresh citrus display contest, which this year

attracted a record 5,031 entries. The event, open to produce managers throughout

the United States and Canada, is winning wider acceptance each year and ranks

among the most successful incentive programs conducted for a fresh food commodity.

A similar program was conducted during the summer for canned single

strength grapefruit juice.

Programs begun five years ago with high school Vo-Ag groups,

involving the sale of fresh citrus for fund-raising projects, have grown from

25 truckloads the first year to an all-time high of 1,350 truckloads in 1973-74.

Church and civic organizations launched similar programs during the year.

A definite addition to the Department's merchandising

endeavors has been provided by the participation of the Florida Citrus

Queen in citrus promotions. Appearances in 16 markets during the

year were highlighted by visits with city and state officials and by

interviews on radio and television.

The field representatives and merchandising staff played a

significant role in the administration of an advertising rebate program for

frozen concentrated orange juice. Based upon the sales performances of

major food groups, the marketing program earned strong support from

retailers and resulted in a striking increase in the use of large free-standing

advertisements and in far more attractive best-food-day grocery ads. Radio

and television commercials also qualified for inclusion in the program.

Reports that the rebate plan had greatly stimulated the movement

of product resulted in extension of the program into the next season.


~1111111111
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A number of outstanding measurements were recorded this year by

the market research services used by the Department of Citrus in it's continuing

evaluation of industry marketing efforts.
The A. C. Nielsen Food Index reported that retail sales of total
orange juice for 1973 reached a new high of 552,000,000 single strength
gallons up 11 per cent from 1972, the previous record year. Other highlights
were the 18 per cent gain for chilled orange juice and the growth of the 16-ounce
size to more than 15 per cent of total frozen concentrated orange juice sales.
The MRCA Consumer Panel showed a 5 per cent gain in families
buying frozen concentrated orange juice and a similar 5 per cent gain in amount
purchased per buying family. A distinctive feature was the fact that every

population segment and every geographical area showed increases in both

measurements. Significantly, the highest rates of increase were among the
lower per-capita consuming groups and areas.
The National Consumer Study, which tracks housewife attitudes
and awareness, showed continued record high levels for the Anita Bryant orange

juice campaign and, for the first time, heightened interest in grapefruit advertising.

The Cathy Rigby television series raised grapefruit advertising awareness from a
normal level of 7 per cent to 22 per cent in six months.
The Audits and Surveys Company projected volume of orange
juice served in restaurants of all types at over 93,000,000 gallons, up 9 per cent
from the previous year. The "Drive-ins" showed the results of intensive promotion

work with an increase of more

m market research than 20 per cent among those
serving breakfast.
In Canada, the
International Surveys Consumer
Panel recorded a 17 per cent
increase over last year in the
household purchasing of frozen
concentrated orange juice.








The rapid expansion that characterized the marketing of Florida

processed citrus products in portion packs qualified as one of the most significant
developments in institutional marketing during the year. Much of this growth in
the use of individual size containers was attributed to the aggressive promotional
accomplishments of a number of major fast food drive-ins, with an assist from
the Department of Citrus.
For the first time, a group of nine editors representing leading

institutional publications toured the Florida citrus industry. The visit
provided the editors with an insight of the industry and with material for
several effective articles.
The nutrition education effort was strengthened with distribution
of a series of booklets containing dietary information associated with hospitals
and nursing homes as well as with home economists and dietitians employed
within commercial areas of food service.
Special booklets for teen-agers were
made available, placing emphasis on the importance nstiltutional
of exercise and good eating habits. Florida citrus
is projected as important in every meal.
A commercial dealing with *.'
nutrition was prepared for use as a public ,
service spot on national television in
conjunction with programs involving
Cub Scouts and the YMCA. In addition,
a 10-minute film was produced and
distributed to 400 Cub Scout groups
in the nation. The film touches on the
role of Florida citrus in programs relating
to exercise, good nutrition and good health.
i A total of 466 trade incentive promotions was conducted, with
an average increase of 18 per cent sales of Florida citrus products.









The outstanding achievement in the export market was the movement

of a record volume of fresh grapefruit to Japan, a nation that had exercised strict

limitations on imports of such fruit until two years ago. Estimates indicate that more

than 7,000,000 cartons of Florida grapefruit went to markets in Japan this season,
representing 24 per cent of the state's total shipments of fresh grapefruit.
Prospects are for even larger shipments in the future.

The current year also saw a marked change in the refinement and

buying habits of Scandinavian and west European consumers. In the past, the

largest portion of exports of citrus products to Europe consisted of single
strength juice in glass, followed

international by a trend toward bulk con-
e1 scentrate for reconstituting

pu rposes.
SExamination of
records for all shipments of
citrus juices this year under the
Three Party Program conducted

by the Department of Citrus
reveal that retail size containers of frozen concentrated orange juice found a

ready market in Europe, accounting for more than 40 per cent of all shipments
of this processed product. This sales achievement was sufficient to establish
Florida concentrated orange juice in retail packs as a product with strong
consumer acceptance.

A great deal of preparation has gone into plans drawn up by the
Florida citrus industry in anticipation of Japanese action in lifting restrictions on
imports of frozen concentrated orange juice. The planning involves the marketing
of the Florida product in blend with juice from Japan's Mikan oranges.
World competition continued a source of contention for Florida's
citrus industry. Nonetheless, the combination of quality present in Florida citrus

fruits and processed products, market development plans of the Three Party Program,
and the attitude of Florida exporters of citrus enabled the industry to enjoy another
year of increased export sales.








The Economic Research Department, staffed with four economists, is charged with
the responsibility of analyzing the major economic problems relating to the marketing of Florida
citrus. This research is generally categorized as either current analyses or basic research. Current
analyses address those problems of immediate concern to the citrus industry for which economic
research is needed. The basic research is designed to provide the theoretical and empirical
economic problems.
In recent months, the staff has spent a considerable amount of time analyzing the
potential economic effects of implementing a reserve pool for frozen concentrated orange juice.
Other current analyses include studies of the school and other secondary markets, labor problems,
grapefruit sizing problems and economic outlooks. The basic research includes domestic and
foreign demand studies, analyses of advertising
effectiveness and optimal allocations, market eco no m ic
structural analyses and studies of the frozen
concentrated orange juice futures markets. research
An update of the economic outlook within
each season is a major responsibility.
Long run forecasts of the growth
in demand and supply are vital for industry
planning. The staff maintains a continued
research program designed to improve the industry's
ability to anticipate future changes in market potentials and economic problems.
Likewise, they keep abreast of developments in other agricultural
industries as they relate to Florida citrus.
The staff has developed data retrieval systems which will provide the
Department of Citrus with quick access to historical information on consumer sales, movement
and pack. This accessibility of data has improved both the periodic data reporting services of the
Department of Citrus and has assisted in the economic research efforts.
Research results are disseminated through three staff publications, professional
economic and statistical journals, and magazines and trade papers. In addition, the economic
research director spends a major portion of time relating most of the research to the industry
through oral presentation, committee meetings and group discussions.


- _~C


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Enactment of the Mechanical Harvesting Act by the 1973 Florida
Legislature revolutionized the research program on mechanical harvesting and
abscission by providing an additional $900,000, exclusively for use in harvesting
research, more than the entire Scientific Research budget the previous year.
These additional funds made possible the construction of improved air and limb
shaker harvest systems and catching frames and the screening of over 9,000
individual chemical compounds for fruit loosening ability. In addition, money
was made available to private companies and individuals to finance development
of new types of harvesting systems and an incentive program was introduced to
encourage more use of existing mechanical harvesting systems. The use of

these additional funds was carried out under the direction of the Florida Citrus
Harvesting Research and Development Committee.
Citrus research conducted cooperatively by the Department of Citrus
and the University of Florida's College of Medicine offered some interesting
findings. Accomplishments included publication of data leading to the acceptance
of citrus juices as significant sources of folic acid, establishment of the fact that orange
juice is superior to potassium chloride solutions as a source of potassium for patients
taking thiazide diuretics, and demonstration that orange juice can be consumed without
adverse effects by individuals with kidney stones.
The Processing Research staff of the Department of Citrus completed studies
needed to provide data for nutritional

scientific research labeling of frozen concentrated orange
juice and moved ahead to the collection of
data from chilled juice. The fourth year
of the Juice Definition Program was
completed and two patents in the area

of production and use of orange essence
were issued by the United States Patent
Office.
The Fresh Fruit group
continues to study the use of new fungicides for reducing decay and to conduct research
on grapefruit chilling injury and packinghouse waste waters.









Preparing for a full-scale operation, the
School Marketing Program devoted much of the fiscal
year to contacts with educators and school feeding system
officials in regard to the increased use of Florida orange
juice in schools during breakfast, lunch and snack periods.
The contacts were effected by three
Department of Citrus representatives and by three
nutritionists/dietitians through visits with personnel of
large school systems. All contacts were with
individual systems, since units at this level
are authorized to make food purchases
for lunch room use. Suggestions school m marketing
also were offered for more
diversification in the use
of orange juice received
by schools from time
to time as a commodity
product distributed by
the United States Department
of Agriculture.
The Department
of Citrus representatives also
called on organizations that supply or
that are interested in supplying schools with orange juice,
suitably packaged for individual servings. In conjunction
with this, the School Marketing Program Administrative Committee
secured the services of a consulting firm in preparing a prospectus for the
detailed construction and operation of a packaging and distribution facility
for providing orange juice to schools.
The overall effort was implemented by the Department through
the planning and preparation of posters and pamphlets for distribution to
personnel involved in any way with school feeding programs.


1


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The publicity department under pew leadership was extensively reorganized
in an effort to bring the contributions of the staff and programs into sharper focus. The
department actively pursued a role in which it integrated objectives with the overall purposes
of the Department of Citrus advertising and merchandising programs. Emphasis was placed
on grower relations and working with youth groups.
The "State of Citrus" publication was completely re-designed to make it more
responsive to the communication needs of the Department of Citrus with the growers it serves.

Significant improvements were made at the Sunshine Pavilion at Walt Disney
World, a showcase for Florida citrus products. Corporate identity was enhanced with the
installation of a commission display and the construction of a miniature citrus grove court-

:; yard entry to the reception room. Product

quality testing came under the direct control
of the department for the first time, and as a

publlclty result, visitors to the pavilion are indeed enjoying
-/ the finest citrus products obtainable. More than

7,000,000 persons have visited the Enchanted
Tiki Birds Show in the two and a half years of
its existence. Twenty per cent of all visitors
7- to the Magic Kingdom viewed the paid attraction
and one-fourth of all visitors to the park purchased a citrus product at the Sunshine Tree Terrace.

The percentage of pure 100 per cent Florida orange juice sold was doubled with the introduction
of a specially packaged "O. J. Orangee."

The Department also completed and placed in circulation a new 24-minute color
and sound film, "The Sunshine Tree." This film is distributed to television stations, schools,
civic organizations and other groups throughout the country.

Additional exposure for Florida citrus was gained through sponsorship of a float
in Miami's King Orange Jamboree Parade. The float was the lead unit in the nationally

televised portion of the parade.

Appearances by Orange Bird, the character designed by Walt Disney Productions
for the Florida citrus industry, were increased. The winsome character, who "thinks only
orange thoughts," is becoming better known every day through the manufacture and distri-
bution of tee-shirts, plates, jewelry, mugs, punch balls and other items.


~IEllarm- I-~--~~i~R~B~BE~ki~L~ri-T.








With the beginning of the 1973-74 fiscal year, the Publicity Department was given
responsibility for operation of the Sell Florida First program. Top priority was given to the
reinforcement of the popular "Take a Florida Orange Juice Break" idea that has been a
continuing project for a number of years.
The Publicity Department refurbished the Rolling Orange and almost doubled
the number of appearances made by the promotional vehicle and Miss Florida Orange Juice.
Another major program begun late in the year was an outdoor campaign
emphasizing the OJ Break theme, which
was supported by the distribution of
car tags and decals throughout the
industry. sell florida first
The Publicity
Department also committed
to a more aggressive approach
toward securing wider utilization
of Florida citrus products
through away-from-home eating
establishments. The initial effort
was the creation and distribution of new symbols
identifying Florida restaurants serving "100 per cent
Florida orange and grapefruit juice and other fine citrus products."
Another promotional opportunity came with the Commission's
decision to support the Third Annual Citrus Squeeze Off, previously sponsored
by the Florida Bankers Association. The event was the first in which the citrus
industry enjoyed the support of a leading business organization on a
state-wide basis.


The Publicity Department also maintained a continuous review of the
program offering a complimentary four-ounce serving of orange juice to every visitor
registering at the state's seven official welcoming stations. The project appears to be of
considerable benefit to the industry in obtaining possible new users, creating good
will, and reinforcing the industry's consumer advertising efforts.


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STATEMENT OF RECEIPTS, EXPENDITURES & OPERATING


TOTAL ALL FUNDS
PRIOR CURRENT
YEAR INCREASE YEAR
1972-73 (DECREASE) 1913-74


TOTAL NET REVENUE BOXES 212,345,529 26,076,914
FUND BALANCE JULY 197- $ 27,369,491 $ 3,267,677


RECEIPTS:
Assessments $ 21,976,212
Other Income 1,364,575
Transfer Between Funds -0-
TOTAL CURRENT YEAR RECEIPTS 23,340,787


TOTAL AVAILABLE
EXPENDITURES:
Admin. & Gen. Operations
State General Revenue Charge
Scientific Research
Economic Research
Sub-total Non-Marketing
School Marketing Program
Publicity
Marketing Administration
Marketing Research
Institutional
Merchandising
Foreign Programs
Advertising
Coupon Redemption
Media
POS & Gift Fruit Materials
Admin. & General Adv.
Rebates
Inventories & Deposits-Net change
Release of certified expense
Sub-total Marketing & Publicity
TOTAL EXPENDITURES
Investments
Cash (Accts. Pay) Net
Inventories (Non Cash)

FUND BALANCE JUNE 30, 197-


$ 50,710,278


$ 793,120
466,546
797,814
117,674
$ 2,175,154
$ 12,905
623,443
60,308
506,527
781,532
2,073,301
825,590

1,595,994
10,709,033
437,075
503,508
247,117
( 21,283)
( 457,094)
$ 17,897,956

$ 20,073,110
$ 31,100,727
( 684,677)
221,118

$ 30,637,168


$ 6,300,691
1,160,543
-0-
7,461,234

$ 10,728,911


$ 32,294
421,451
286,989
8,864
$ 749,598
$ 188,571
( 78,992)
2,145
( 26,247)
( 131,419)
( 115,814)
( 88,707)

148,671
620,691
163,711
215,516
2,504,495
( 35,186)
457,094
$ 3,824,529

$ 4,574,127
$ 5,695,471
400,886
58,427

$ 6,154,784


$ 30,637,168

$ 28,276,903
2,525,118
-0-
30,802,021

$ 61,439,189

$ 825.414
887,997
1,084,803
126.538
$ 2,924,752
$ 201,476
544,451
62,453
480,280
650,113
1,957,487
736,883

1,744,665
11,329,724
600,786
719,024
2,751,612
( 56,469)
-0-
$ 21,722,485

$ 24,647,237
$ 36,796,198
( 283,791)
279,545

$ 36.791.952


CITRUS SPECIAL
ADVERTISING CAMPAIGN
FUND FUND
(F.C.O.J. Ad. Rebate)


$ 5,812,628

$ 14,346,641
370,889

14,717,530

$ 20,530,158


$ 825,414
294,010
854,897
126,538
$ 2,100,859
$ -0-
544,451
62,453
480,280
650,113
1,525,275
736,883

684,299
4,445,707
585,263
436,937
-0-
56,469)
-0-
$ 10,095,192
$ 12,196,051




$ 8,334,107


$ 1,214,226

$ 4,039,954
220,887

4,260,841

$ 5,475,067


85,217


$ 85,217
$










282,087
2,370,601


$ 2,652,688
$ 2,737,905




$ 2,737,162


statement of


operating expenses


64"














FUND BALANCE FOR FISCAL YEAR JULY 1, 1973 JUNE 30, 1974


ORANGE
RESERVE
FUND


PROCESSED
ORANGE
PRODUCTS
ADVERTISING
FUND


$ 3,403,732 $ 2,534,642

$ 3,624,038 $ 3,362,977
270,568 218,836

3,894,606 3,581,813

$ 7,298,338 $ 6,116,455


77,892


71,636


$ 77,892 $ 71,636
$ $


2,989,027
3,144


122,704


1,060,366
2,493,903


RESERVE F.F. FRESH FRUIT
BRAND SPECIAL SALES
ADVERTISING SALES
REFUND PROMOTION
FUND FUND


PROCESSED
GRAPEFRUIT
REBATE
FUND


$ 313,152 $ 731,171 $ 534,840


$ 341,104 $ 341,104 $ 580.608
15.694 62,443 30,336
( 74,674,654,654 ( 471,364)
282,144 478,201 139,580

$ 595,296 $ 1,209,372 $ 674,420


7,136


8,071


12,219


$ 7,136 $ 8,071 $ 12,219
$ $ $


239,866



298,524
12,379


281,241


PROCESSED ORANGE
GRAPEFRUIT STABILIZATION
ADVERTISING FUND
FUND (School Marketing)



$ 190,019 $ 15,902,758


$ 580,608 -0-
22,068 1,295,497
471,364
1,074,040 1,295,497

$ 1,264,059 $ 17,198,255


12,054


298,207


$ 12,054 $ 298,207
$ $ 201,476


69,642


1,102,563


99,770


$ -0- $ 2,992,171 $ 3,676,973

$ 251,461 $ 3,070,063 $ 3,748,609


$ 281,241 $ 550,769 $ 99,770 $ 1,172,205 $ 201,476

$ 288,377 $ 558,840 $ 111,989 $ 1,184,259 $ 499,683


$ 826,308 $ 4,228,275 $ 2,367,846 $ 306,919 $ 650,532 $ 562,431 $ 79,800 $ 16,698,572


CITRUS
HARVESTING
R & D FUND


$ 1,059,869
17,900

1,077,769

$ 1,077,769


$
21,555
229,906


$ 251,461

$
































































This public document was promulgated at an annual cost of
$3,100 or a cost of $1.24 per copy for the purpose of reporting
the annual activities of the Florida Department of Citrus.















































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