Group Title: Annual report of the Florida Department of Citrus
Title: Annual report
Full Citation
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 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: 1971-1972
Frequency: annual
Subject: Citrus fruit industry -- Periodicals -- Florida   ( lcsh )
Genre: government publication (state, provincial, terriorial, dependent)   ( marcgt )
statistics   ( marcgt )
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: VID00001
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
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Preceded by: Annual report

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Florida Citrus Commission

Vice Chairman &



From the Desk of the Executive Director

No stronger testimony to the effectiveness of the

Department of Citrus marketing efforts will be found than in an

examination of the records for the 1971-72 citrus season in Florida. / -j
Of particular significance is the fact that the whole-

sale price for the citrus industry's best selling product, frozen

concentrated orange juice, went without change during the entire

period, despite a near-record harvest. This was the first season

within recent memory in which price for this product did not

vary and provided even greater support for Department of Citrus

claims that consumer demand for frozen concentrated orange

juice is not contingent upon changes in price.

Instead, demand for this convenience juice product

has been maintained and increased in this and past seasons by a very successful program based solidly upon

Department of Citrus advertising and promotional efforts.
A year ago, the Rorida citrus industry produced the largest crop ever and frozen concentrated orange

juice was sold at various wholesale prices. In 1971-72, the harvest of 197,400,000 boxes of fruit was within

200,000 boxes of the all-time high. Nonetheless, the wholesale price was stabilized at the previous year's highest

level and remained there as consumer purchases through the end of the fiscal year mounted to an estimated

61,951,000 gallons, slightly higher than through the June date a year earlier. For the entire season, the average

price asked for a six-ounce container of frozen concentrated orange juice was little more than three cents above

the average retail price in the 1970-71 season.

Consumer advertising of Florida fresh and processed oranges achieved a high rate of performance dur-

ing a season marked by a change in agencies handling the orange account. The contract with Lennen & Newell,

Inc., was terminated when that company became insolvent and the account was awarded to Dancer Fitzgerald

Sample, Inc. Not only did the campaign continue successfully, but a substantial savings was effected with the

initiation of a fee system as opposed to the normal procedure of paying for services on a commission basis.

Much of the credit for successful marketing programs administered by the Department of Citrus

should go to the departmental staff, to the advertising agencies handling the accounts, and to the direction of the

Florida Citrus Commission, which was led by Ed H. Price, Jr., as chairman, and Marvin H. Walker as vice chairman.

An account of the accomplishments of these organizations and personnel in continuing to promote

Florida citrus will be found in the pages that follow.


The burden of responsibility for promoting Florida i
citrus fruits and products rests principally with the Marketing
Department, which directs activities of the Department of Citrus
in areas of advertising, merchandising, market research, export '.
and institutional marketing and education.
One of the most productive efforts in promoting all '
citrus is a detailed and exhaustive study entitled a Marketing Plan
Book. Put together under direction of the Marketing Director and A '
involving cooperative efforts of personnel of both the staff and ad- R\
vertising agencies, the book is a critical examination of the totali 4 ",-
marketing strategy for each citrus product advertised or promoted. T
Market and consumer research is utilized to the
greatest possible degree through a variety of services to guide and
direct marketing objectives and to measure progress.
Substantial gains in exports of Florida citrus have been evident since beginning the Third Party
Program in 1966-67. A notable gain in overseas marketing saw the official introduction of fresh grapefruit into
Japan late in 1971, following an end to import restrictions by that nation on this fresh fruit.
A long-range study and analysis of the multi-billion dollar institutional market planned for the new
fiscal year should provide guidelines for a more concerted approach to this rapidly expanding market.
Trade incentive programs have been promoted by merchandising field representatives, with more than
1,000 such promotions being conducted in the 1971-72 year with key food chains throughout the nation.
Grapefruit's popular shape-up advertising theme has appeared in magazines for the past two years,
while the main thrust for orange advertising has been delivered through television. The popular Anita Bryant, in
her fourth year as spokeswoman for the Florida citrus industry, was joined on television during the year by the
Orange Bird, adding to the dimension of the selling impact for processed orange products.


The Administrative Department is responsible for
legal, regulatory, fiscal, personnel and general service activities.
Of 33 amendments to 19 regulations during the 1971-72 fiscal
year, one of the more significant requires all new or revised labels
produced for unsweetened single strength and concentrated citrus
juices after September 1, 1972, to declare content of 100 per cent t
juice. The change is directed toward synthetic and diluted juice
beverages found in the juice markets. B.r
Other amendments prohibit the use of pulp wash
solids in grapefruit juice, establish Florida grades and maturity /S \
standards for murcott honey tangerines, and approve a telescoping -
4/5- bushel corrugated container with self-locking lid for shipping
specialty fruits, and endorse a uniform method of making juice
content tests for fresh grapefruit.
During the year, 596 fresh fruit labels were registered for 146 shippers for grade purposes, as were 23
processed labels for 15 private label owners. More than 1,550 applications for fruit dealer licenses were processed,
with 1,519 considered and approved by the Florida Citrus Commission. The total of 2,686 special permits issued
included 2,365 for gift fruit shippers, 272 for interstate shipments for commercial processing, 31 for experi-
mental containers, 10 for shipments for charitable purposes, six for frozen concentrated orange juice with
sweeteners, and two for high density frozen concentrated orange juice.

Federal patents were obtained for two new products developed by the scientific research staff,
and 94 contracts for services and/or materials were drafted and executed. With the cooperation of citrus
industry representatives, the department was successful in initiating action by the Food and Drug Admin-
istration toward the adoption of standards of identity for diluted orange juice beverages. A landmark de-
cision was obtained in the area of common law rights to certification marks with the successful conclu-
clusion of an infringement suit concerning the improper use of the Department's "Florida Sunshine Tree"
certification mark.
A new comprehensive meeting notice was devised, describing in some detail subjects to be considered
during meetings of the Florida Citrus Commission and its several committees. Detailed minutes were recorded of
these meetings and those of industry committees appointed to advise the Commission in special areas of activity.
Counsel on group life and hospitalization insurance programs featured the steady flow of information
provided for the Department's 208 employees.
Despite continuing increases in postage rates, savings of approximately $10,000 were effected through
extensive use of third class and bulk mailings in the processing of more than 500,000 pieces of mail.
The tax assessment collections plus other income in 1971-72 was $19,365,200, which is 6% per cent
less than in 1970-71. Accordingly, expenditures in 1971-72 were held conservatively at $15,393,000. In spite of
the reduction in income, it was possible to increase reserves by over $3,900,000. Other income included
$924,000 from investment earnings on U. S. Treasury Notes and $521,800 collected through excise tax on
imported citrus products. Improved procedures were implemented to expedite the Department audit by the
Legislative Auditor General.



BEGINNING FUND BALANCE $19,247,938 23,200,094 4,789,378 2,942,967
JULY 1, 1971
1970-71 Season 20,778,519 18,441,110 11,557,339 2,685,965
Investment Earnings 959,587 924,061 131,773 98,424
Transfer Between Funds 0 -0- 79.920 -0-

General Administration
General Projects & Overhead
Scientific & Economic Research
Sub-total Non-Marketing
Inventories Net Change
Public Relations
Rebate Claims
Sub-total Marketing & Publicity
I nvestments-U.S. Treasury Bills

92,588 261,798 496,328

0- -0- 14,617,035

-0- 2,382,364 312,435 313,842 594,547 594,547 71
1,678 8,342 7,468 21,388 6,790 3,977 644,221
(79.920> -0- (79.023) 79.023 -0- -0- -0-

$40,986,044 42,565,265 16,558,410 5,727,356 21,758 2,483,294 502,678 910,581 601,337 598,524 15,161,327

217,988 204.395 197,271 7,124
1,017,432 1,002,914 835,615 55,363 47,244 6,398 6,676 12,027 11,970 27,621
680,739 751,452 751,452
$ 1,916,159 1,958,761 1,784,338 55,363 -0- 47,244 6,398 6,676 12,027 11,970 34,745

53,906 58,490 58,490
427,860 449,553 449,553
516,908 526,316 513,153 13,163
876,029 643,715 643,715
2,095,122 2,167,902 1,852,337 91,741 223,824
10,663,144 8,798.403 3,993,373 2,328,889 1,910,580 124,973 440,588
(27,306) 22,457 22,457
477,353 520,546 520,546
786.775 243,312 -0- 21.758 204.059 17.495
$15,869,791 13,430,694 8,053,624 2,328,889 21,758 2,015,484 204,059 348.797 17,495 440,588 -0-
-177RK 859n I RQ 7465 9837962 238422 217758 2062.728 210.457 355.473 29.522 452.558 34.745

I I I I I 1 ,
22,574,709 26,326,860

Cash Unencumbered
Inventories Non Cash
JUNE 30,1972

410,209 656,282
215,176 192.719

- ~~-~----

-'---'~ --

-0- 420,566 292,221 555,108 571,815 145,966 15,126,582

$23,200,094 27,175,810 6,720,448 3,343,104


The best measure of the effectiveness of Department
of Citrus advertising and promotional efforts during the 1971-72
season is the statistic that reported consumer demand for orange
juice at an all-time high with 44 per cent of all United States
households using the product during a 30-day period. ,,.* .
The major vehicle for continued success of the generic '" -
orange juice advertising campaign was network television, and a "
heavy contribution was made again by Anita Bryant, the citrus :
industry spokeswoman who was recognized by 81 per cent of all
housewives who viewed the commercials. In addition, over 80
per cent of all respondents recalled the advertising message of
"A Day/Breakfast Without Orange Juice is like a Day Without
Sunshine." The Orange Bird, created for the citrus industry by Walt Disney Productions, gained recognition-
from 9 per cent in September to 55 per cent five months later.
Appropriately enough, point-of-purchase and related display materials produced during the year were
designed to tie-in with television advertising activity by featuring both Miss Bryant and the Orange Bird.
Television commercials reached an estimated 90 per cent of all housewives during the year, with
televised messages for fresh oranges reaching an astounding 65 per cent of all the nation's women during the first
four months of the calendar year.
Given an early season push with a newspaper campaign for fresh fruit in key markets, all advertising
for grapefruit achieved a large measure of success in encouraging the consumption of fruit and juice on an

around-the-clock basis.
The theme, "Time to Shape up with Grapefruit from Florida," was used in a major continuing maga-
zine campaign that placed 50 advertisements in leading women's publications between January and June. One of
the highlightsof the season was the appearance of a special eight-page insert, "The Great Shape-Up," in the March
issue of Reader's Digest, offering readers recipes, diet plans, nutritional facts, buying tips and a grapefruit spoon.
A major promotion during June was a super juice produced by using grapefruit juice instead of water
in reconstituting frozen concentrated orange juice.
A continuing program of advertisements in food trade publications was conducted in an effort to ed-
ucate retailers to the profit to be realized in actively featuring Florida orange juice. The series of ads was designed
to encourage greater in-store promotion and display of chilled and frozen concentrated orange juice.
In the area of consumer publicity, a film and recipe program, "Good Cooking Grows on Trees," was
presented at the National Federation of Women's Clubs, resulting in more than 75 clubs asking for the material
for presentation at special luncheon meetings. Response and use of color photography evolving from participation
in the annual Newspaper Food Editors Conference was the greatest in the more than 25 years the Department of
Citrus has participated as a sponsor in this important national meeting.
Continuing messages on nutrition available in all citrus products were delivered in publicity carried by
more than 2,000 daily newspapers serviced by a dozen of the nation's largest syndicated groups, attaining a reader-
ship of more than 50,000,000 consumers during the year.
One of the more popular features in Florida civic festivals, parades, conventions and sports spectac-
ulars was the Rolling Orange, a 12-foot high mobile citrus bandwagon. The unit was but one device used by the
Sell Florida First program in encouraging an orange juice break and increased use of Florida citrus within the state.

economic Research

In evaluating the economic implications of a variety

of issues pertinent to the citrus industry, investigations included

such topics as consumer demand for orange juice, the profile of

trading in the frozen concentrated orange juice futures market, -

and long-run supply estimates for oranges and grapefruit.

The model for estimating the utilization, movement ,/

and prices of orange juice products was revised to reflect recent

improvements in demand, enabling industry leaders to evaluate

the impact of anticipated changes in pack and price of these pro--

ducts. Additionally, basic work in this area included evaluations

of the competitive relationships between orange juice products

and the substitute and synthetic processed orange products.

Reports during the year dealt with the frozen concentrated orange juice futures contract with com-

ments about the effect of revisions in the futures score, trading activities in terms of periods of excess speculation,

and the relationship of near futures prices with delivered-in frozen concentrated orange juice prices.

Department of Citrus long-range production estimates underwent revision to reflect damage to trees

suffered in freezes of the 1970-71 season. Other changes will be made after the latest tree census is released by

the Florida Crop and Livestock Reporting Service.

Two studies were conducted to assist the Fresh Fruit Market Order Committees. One covered develop-

ment of procedures to estimate expected changes in Indian River or interior grapefruit prices as changes occur in

Florida and Texas shipments. The second study deals with the influence on total revenue of various allocations

of specified tangerine sizes.

The Joint Legislative Committee was assisted in a survey of plans designed to provide the industry

with a pool for frozen concentrated orange juice.

A study of the impact of frozen concentrated orange juice imports on grower returns indicated that

the industry still benefited as this procedure aided continued development of international markets.

Other projects indicated that the movement of citrus pulp is influenced primarily by price and inven-

tory of the product, as well as price of corn and hay; a comparison test was initiated to determine efficiency of

the current marketing system for fresh fruit, and a model is being developed to estimate utilization, sales and

prices for grapefruit products.

Completed was an evaluation of current and expected trends in the chilled orange juice market, with

specific reference to advantages of product packed in Florida and product reconstituted outside the state from
bulk concentrate.


A major breakthrough in the drive-in restaurant area i

was accomplished during the marketing year. The McDonald

hamburger chain instituted a special continental breakfast pro- \ '

gram that offered orange juice in more than 400 units and the

special breakfast idea was extended to other away-from-home

eating establishments with considerable success.

Sales incentive programs continued to succeed, with

459 promotions recording an average sales increase of 27 per cent. ,
\ w--- r^a V
In an effort to more clearly define areas for the

promotion of Florida citrus products in the away-from-home

feeding market, the institutional advertising agency of Tinker,

Dodge & Delano was requested to conduct a long range study of

the overall market. The initial phase of the study is scheduled for the first six months of the 1972-73 fiscal year.

Promotional activities in behalf of Florida citrus in the areas of school lunch and breakfast programs

included four school lunch workshops, conducted in New Orleans, St. Louis, Pittsburgh and Lakeland. The

calendar also included participation in annual meetings of the American Home Economics Association, the

American Dietetic Association, the American School Food Service Association, and the National Restaurant


Support again was provided for a national physical fitness Olympics-type program conducted by the

YMCA in cooperation with departments of parks and recreation in major cities in which the events were held.

Orange juice was the official drink at these events, which attracted more than 4,000 youngsters. Lending added

support to the physical fitness program was a commercial prepared for television by the Department of Citrus

that related the good nutrition story over more than 300 stations.

Complete revision of educational materials was completed during the year. The new concept revolves

around outstanding booklets concerned with good grooming, good nutrition and other information for distri-

bution to schools, home economists, nutritionists and dietitians. In addition, three pamphlets will be prepared

specifically for use in hospitals and nursing homes.

During the year, trade publications in the away-from-home eating market and in the educational field

featured more than 125 articles promoting the continued use of citrus products.

International Marketing

One of the most dramatic developments of the fiscal

year was the entry of Florida fresh grapefruit into the Japanese

market. This was effected by decision last summer of the

Japanese government to lift importation restrictions on the fruit.

The Florida Department of Citrus immediately began planning

for an expansive introductory ceremony that was conducted in

conjunction with a major food fair.

Sales volume for the year approximated 2,000,000

cartons, and the future is most optimistic for increased sales of

grapefruit. In addition, other developments for the sale of

Florida citrus products in Japan appear within the realm of

possibility in another year.

The Three Party Program for the promotion of Florida Citrus in European countries continued to

function successfully, with sales expected to be about 19,500,000 single-strength gallons of citrus juices. The

program involved 34 marketing plans in 10 countries, but many more sales of juice were generated as the result of

program activity and the awareness of Florida citrus products definitely increased among western European


Market Research

Research capabilities were expanded further during -
the year to include measurements of citrus usage in hospitals and
colleges, adding to previous studies covering the purchasing and
distribution in retail outlets and restaurants and the determination
of consumer attitudes. O'
In the area of special projects, the dramatic growth of *$4 e.
the 16-ounce container size for frozen concentrated orange juice
confirmed the results obtained in an earlier market test. Another
test currently is underway to evaluate the potential of a small- /
family size package.
Response during the year was excellent regarding
addition of the Orange Bird character to Department of Citrus
television commercials, resulting in a test of an Orange Bird cartoon campaign for children. Results of this study
will determine if a continuing supplement of this type of commercial will be proposed to complement the regular
advertising effort.
Two special surveys were conducted during the year in cooperation with industry endeavors to secure
stronger federal standards of identification for orange drinks. These studies documented the degree of consumer
confusion caused by the various drink labels now in use or that have been proposed by different organizations.
A major project at this time is examining the reasons for infrequent use of orange juice. Results of
this investigation should provide additional strategies for inclusion in the generic advertising program.


As in other years, emphasis was placed upon increased contests

communications with food trade executives and personnel in a
continuing effort to strengthen in-store promotional support for ,MS
Florida citrus fruits and products. Merchandising representatives I I
made the most of every opportunity to impress the importance of

expanded space for Florida citrus in the market and to convince
the food trade of the profit present in frozen concentrated orange
juice. sC
The subject of citrus was provided extensive exposure SC i,
during 16 special market-wide promotions which involved non- s
food organizations as well as retail and wholesale food groups.
Activities revolved around the Florida Citrus Queen who was
present for each promotion and whose daily calendar included newspaper interviews, visits with administrative
officials, and personal appearances on radio and television, as well as with cooperating organizations.
A record number of 1,075 special trade incentive programs was conducted in cooperation with

national, regional and local chains and with food brokers and distributors in the United States and Canada. In

this regard, the field force made 107,740 trade contacts and assisted in constructing and installing 17,897 in-store

displays. Major food outlets utilized 355,512 tailor-made kits that were included among orders that saw distri-

bution of 18,392,747 point-of-purchase display pieces. A total of 250 consumer sampling demonstrations helped

double shipments of honey tangerines over the previous season.

Regional and district merchandising managers played hosts to 310 local trade luncheons and depart-

ment personnel participated in conventions by four leading food groups National Frozen Foods, United Fresh

Fruit and Vegetable, Super Market Institute, and National Association of Retail Grocers.

Approximately 300 truck loads of fresh citrus were sold during the third season of citrus fund-raising

projects by school vocational-agricultural organizations.

The annual Fresh Citrus Display Contest recorded a new high of 4,529 entries and served as pattern

for a similar promotion for processed grapefruit products scheduled for the summer months.

A Processed Products Seminar conducted by the Department of Citrus at Walt Disney World attracted

an impressive assembly that included 27 buyers and food merchandisers from leading food organizations.


In the world of citrus publicity, the most significant
happening of the year was the opening of Walt Disney World in
central Florida.
Crowded from the first day by record throngs of
visitors, this bright family entertainment complex may be-
come one of the finest promotional tools ever for Florida citrus.
Virtually every person entering the Magic Kingdom amusement
park is exposed to citrus in one form or another, and the Orange
Bird, which lives outside the citrus industry-sponsored Sunshine
Pavilion, already has won a large following among the nation's
younger consumers. This cheerful little creature was featured in
commercials that were sprinkled among children's television
programs and also was seen on point-of-purchase materials in food stores.
The Sunshine Tree Terrace has become an oasis for Magic Kingdom travelers, with orange juice and a
very popular orange slush proving the best sellers at the attractive refreshment stand. In the future, all new pro-
ducts produced by the Department of Citrus scientific research staff will be test marketed at the Terrace.
Other events that resulted in increased publicity for citrus were the Orange Bowl Parade in Miami,
complete with a brand-new float that transported Anita Bryant to a vantage point from which to describe the
New Year's extravaganza for national television audiences; the Florida Citrus Invitational golf tournament at
Orlando, one of the outstanding stops on the Professional Golfers' Association tour, and the Apollo 16 flight to
the moon, which again was supplied with powdered orange juice for the astronauts.

Scientific Research

Noteworthy among scientific research accomplish-
ments during the year was the issuance of federal patents for two
citrus products. The first patent was for an orange juice thirst
quencher, which is being packaged and sold at Walt Disney World
in a market test. Also patented was a citrus seed clouding agent
for beverage bases and food products.
Tested earlier at Walt Disney World was a gelled citrus
salad that maintained a movement of 10,000 four-ounce servings
per week during the winter months.
Several new coded compounds possessing significant
activity have been discovered by the staff engaged in research on
abscission materials. One evidenced particularly promising
attributes as an application for Valencia oranges, since it did no damage to the new crop, and another displayed
beneficial effects in color development.
An essence recovery system designed by the staff now is in use within the industry. This will do
much to provide freshly-squeezed flavor in a number of citrus juice products.
An improved shaker-catchframe system is being constructed by the group engaged in mechanical
harvesting studies. Another year of successful trials with both experimental and commercial harvesters was com-
pleted and the industry is being urged to utilize some of the tested units.
New fungicides and methods of minimizing undesirable side effects of the degreening process were
evaluated by personnel assigned to fresh fruit research.
Juice definition research was continued by the processing section, and study was broadened on
extractor variables to include finisher variables.

School Marketing

The school marketing program instituted under the
Orange Stabilization Act continued to travel along legal paths that
have restrained the Florida Citrus Commission marketing order
since it was adopted in 1968. The Florida Citrus Commission1 | "-
is awaiting determination by the Florida Supreme Court as to fO L LO
whether the personal business and financial records of members S 4 .
of the Commission and of the School Marketing Administration ts f ~
Committee will be admissible as evidence in the court action. Ju(TIS
Under consideration is an amendment to the market- -
ing order that would permit the subsidy of direct sales to
schools through Florida citrus processors or distributors of
Florida processed citrus products. Commission approval of the amendment will necessitate a referendum, with
growers and processors voting on the measure.
Monies accumulated from the tax imposed by the marketing order and from investment earnings
total $15,126,582.


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