Annual report - Florida Citrus Commission

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Annual report - Florida Citrus Commission
Florida Citrus Commission
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v. : ; 28 cm.


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Citrus fruits -- Periodicals -- Florida ( lcsh )
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Report year ends June 30.

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University of Florida
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Full Text

The Florida Citrus Commission

For Fiscal Period July 1, 1968 to June 30,

The Future

The seasons ahead promise to be the most
challenging in the long history of the Florida citrus industry. The trees are now in the ground that will produce the crops of a few short years that will harvest beyond the 300,000,000 box-level.

An in-depth study of all the conditions affecting citrus in Florida has resulted in a projection that indicates a crop of more than 250,000,000 boxes by 1975, and in excess of 300,000,000 boxes by 1980. These are figures that invoke careful consideration by every segment of the citrus inclustry.

Fortunately, the industry faces the future with a firm confidence built on the knowledge of recent accomplishments, coupled with sound intensive planning for this future. Advertising tests, marketing plans, and research -both economic and scientific have been completed and stand ready for use in profitably marketing these huge crops of tomorrow.

New products are on the drawing board, thanks to the efforts of Florida Citrus Commission scientists and food technologists engaged in research at the University of Florida's Citrus Experiment Station at Lake Alfred. With the potential offered by these products, the future appears far brighter than might ordinarily be expected.


continuedThe Future

The diligence of the citrus industry in seeking out a
method for making orange juice readily available
throughout the nation's schools should pay big
dividends in the future. As a nation, Americans daily are becoming more conscious of the nutritional needs of the human body, and the federal government is becoming ever more active in insuring the school children, the underprivileged, and the disenfranchised with an adequate nutritional intake. The Florida citrus industry, with its abundance of high nutritional products, can help provide the nation's food needs. So much so, that with a little imagination,
a bit of confidence, and considerable initiative, this industry could well face a situation in the future of
being underproduced and oversold.

Key Scales, Jr. 0 D. Huf

Henry Cragg

Earl M. Crittenden

A. T. Edwards, Jr. D. Victor Knight

Key Scales, Jr , Chairman W. Albert Carlton Henry Cragg W. F. Edwards Robert D. Flippo Robert S. Kazaros

Henry Cragg, Chairman W. F. Edwards Robert D. Flippo Robert S. Kazaros William L. Raley James Samson

Robert D. Flippo, Chairman Henry Cragg A. T. Edwards, Jr. W. F. Edwards James Samson

W. F. Edwards, Chairman W. Albert Carlton Robert D. Flippo Robert S. Kazaros D. Victor Knight James Samson

William L. Raley, Chairman Henry Cragg A. T. Edwards, Jr. Robert S. Kazaros D, Victor Knight



Robert D. Flippo

Eari M Crittenden, Chairman W. Albert Carlton Henry Cragg A. T Edwards, Jr. W F Edwards Key Scales, Jr.

W F Edwards \V Albert Carlton Robert D. Flippo Key Scales, Jr.

James Samson, Chairman Earl M. Crittenden Robert D Flippo Robert S. Kazaros William L. Raley Key Scales, Jr.

Robert S, Kazaros, Chairman W. Albert Carlton Earl M Crittenden A. T. Edwards, Jr. D. Victor Knight

W. Albert Carlton

Robert S. Kazaros

A. T. Edwards, Jr., Chairman Earl M. Crittenden DO Victor Knight James Samson Key Sca's, Jr.

Henry Cragg, Chairman W. Albert Carlton W. F Edwards Robert D. Flippo James Samson

W. F. Edwards, Chairman W. Albert Carlton Henry Cragg Earl M. Crittenden William L. Raley Key Scales, Jr.

Key Scales, Jr. Chairman Earl M. Crittenden A. T. Edwards, Jr. Robert S. Kazaros D Victor Knight

Wiliam L. Raley, Chairman Earl M. Crittenden A. T. Edwards, Jr. D. Victor Knight James Samson Key Scales, Jr.

W. F. Edwards Vice Chairman

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 housewives rememl ering 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 Rot, son re -,earch 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 consurner 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 arnount 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 becarne 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 programers 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 sevencents-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.

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 planning 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.




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.

llr";O tie APIR
,,1114 , -f r

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

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

$ 3,761,557 11,585,352 $15,346,909


Trust Funds

$ 365,159
17,597 70,000 38,369
70,073 96,115

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
European Program

$ 1,857,359



224,458 133,255 636,571


11,445,415 $ 3,901,494


(School Marketing Program) Balance Forward July 1 , 1968 RECEIPTS: 1968-1969 Season
Investment Earnings
Administrative Expense $
General Revenue Fund

$ -03,692,031
$ 3,723,972


1 12,601 $ 31611,371

$ 3,295,113

2,732,650 $ 6,027,763

1,383,307 $ 4,644,456

Balance Forward July 1, 1968 RECEIPTS: 1968-1969 Season
Investment Earnings
General Revenue

$ 2,528,880

$ 1,328,654



Balance Forward July 1 , 1968 RECEIPTS: 1968-1969 Season
Investment Earnings
Rebate Claims
Transfer to Citrus Advertising Trust Fund

Balance Forward July 1 , 1968 RECEIPTS: 1968-1969 Season
Investment Earnings
Rebate Payments
General Revenue Fund Administrative Expense
Transfer to Citrus Advertising Trust Fund

Balance Forward July 1, 1968 RECEIPTS: 1968-1969 Season
Investment Earnings
Transfer to Special Sales Promotion Fund
Rebate Payments
General Revenue Fund

$ 100,000

104,090 $ 204,090



1 0 2,643 $ 101,447

$ 1,934,387

162,773 $ 2,097,160

1,929,149 $ 168,011

$ 131,275
-- - 31,498

$ 842,432

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

$ 176,498
290,427 217,534

Balance Forward July 1 , 1968 RECEIPTS: 1968-1969 Season
Investment Earnings
Transfer frorn Brand Advertising
Reserve Fund
General Revenue

$ 395,791

$ 245,113

176,498 440,959
$ 836,750

$ 261,980
$ 248,156

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 Cormmission was instrumental in moving the huge pack,
as iiii-strated 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 (lhe 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.

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botleofchile gaperut uice fo m F lorida.e

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.

Heres the fanms Good Housekeeping basic diet.
with some tasty Florida
Grapefruit variations.

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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.

How to eat a bigfilling dessert
and never show it.





111 0

7i ways to enjoy a delicious

Florida orange


-~. 4~4


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.

and save 74 on each bagful

'~ svy P


Working in behalf of the Commission, the Growers and Shippers League of Florida was successful in having published on an experimental basis reduced
per car charges on fresh citrus fruit moved in mechanically refrigerated cars to Detroit. If satisfactory to shippers, receivers, and rail lines, these test rates could becomes bases for the publication of per charges to other destination markets.
Several proposals to increase the detention charges on mechanically refrigerated cars were filed with the National Perishable Freight Committee, but most were withdrawn or disapproved as a result of League objections.
If pending increases are published, a request will be made for suspension
by the Interstate Commerce Commission and an investigation of charges will be asked.
One of three suits filed by the League on behalf of the citrus industry to establish railroad liability fo i r market decline claims on piggyback
shipments of fresh fruit was settled in favor of the shipper after being appealed to the Florida Supreme Court. Preparations are being made for trial
of the other suits in the courts in order to establish a definite precedent for these claims.
Successful efforts resulted in publishing of reduced rail rates on citrus pulp to destinations in the south, and attempts are being made to secure
publication of lower rail rates on citrus pulp in covered hopper cars, which
are likely to become the principal means of transportation in the future for this by-product.
A study has been completed and submitted to the Commission showing cost
for various modes of transportation in export shipments of fresh and processed citrus to European markets. Rail lines were granted certain increases with some exceptions, in the general level of rates and charges on fresh and processed citrus, while truck lines, in most instances, were unsuccessful in securing increases due to objections registered by the League.


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.