2010-11 International Plan

8/6/2019 2010-11 International Plan

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Program Plans FY 2010-11

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Industry AnalysisExecutive Summary

The Florida citrus industry continues to face significant supply challenges. Canker and

greening, two devastating diseases that affect citrus, spread throughout large portionsof the state following hurricanes earlier this decade. The diseases severely reducedFloridas grapefruit-bearing acreage and wiped out rootstock that takes years toreplenish. More recently, the fungus known as black spot was discovered in Floridasorange crop. If black spot spreads to grapefruit it has the potential to further decreaseacreage and production and threatens market access to key trading partners. Marketaccess is already a concern because of canker. Export protocols for Europe are in placethat permit Florida grapefruit to be shipped but only after satisfying certain cankermitigation requirements. In light of the diseases spread, meeting these requirements isbecoming increasingly difficult. The industry is working with USDA negotiators in aneffort to soften protocols pertaining to canker, thereby ensuring continued long-term

access to these critical markets.

In light of these disease developments, market access and disease research are amongthe industrys top priorities. International marketing efforts also play a very importantrole. Export markets account for a majority of sales for the Florida grapefruit industry.Japan is a bigger market for the industry than the U.S. The industry also receives topdollar for its fruit in markets like Japan, France, and the UK. Tight supply thereforereinforces the need for international marketing support. The last thing the industry canafford while dealing with disease constraints is to see its position in export marketserode because trade and consumer perceptions of Florida citrus deteriorates. Lack ofavailability and high prices can do this if not properly addressed.

Ultimately, the international marketing program is about providing reasons forconsumers to continue purchasing Florida grapefruit and grapefruit juice regardless ofprice and availability. These reasons include tangible points such as the fruitsunmatched nutritional benefits and unsurpassed quality, but it also includes moresubconscious benefits owing to its Florida origin. Floridas grapefruit season occursduring the winter months. In Japan and northern European markets, the Floridaconnection has real meaning. This plays an important role in the marketing efforts andcontributes to the favorable impression that consumers continue to have towardsFlorida grapefruit.

The FDOC has seen success from an international marketing program that highlightsthe aforementioned selling points. Unfortunately, it is now more difficult to measure thissuccess in terms of exports. Limited supply means that Floridas grapefruit exports aredown from peak seasons and with supply expected to continue tightening this situationis not likely to change in the near future. Whereas record breaking exports year afteryear made it easy to demonstrate program successes, now we rely more heavily ontrade and consumer perception indicators, movement during promotional periods, andthe relative position of grapefruit and grapefruit juice against other products.


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Fortunately, these indicators suggest that the FDOCs promotional programs continue toachieve desired results. For this reason, the FDOC is not recommending significantchanges to its programs reach and structure. This is not to suggest, however, that theFDOC has grown complacent. To the contrary, the FDOC is in tune with its industryand markets. Recognizing that diseases have the possibility to alter the landscape for

Florida grapefruit trade, the FDOC is proactively exploring new ways to reach grapefruitusers and potential consumers. For 2010-11, the FDOC will place emphasis inreaching the consumer through in-store activity and explore added emphasis on socialmedia. Also, South Korea has been added as a new market. Florida grapefruit andgrapefruit juice are already exported to Korea, but the FDOC has not promoted theproducts in that market for over 10 years. Recent increases in consumer purchasingpower have fueled interest in improved dietary habits. Moreover, there has been arecent uptick in Korean importer and retailer interest to push Florida grapefruit.

Floridas grapefruit industry is regaining its equilibrium, though challenges continue toloom. The FDOCs international marketing program is critical to addressing these

challenges, to preserving Floridas position as the top supplier of premium citrus, and toallowing export growth to resume as production levels recover.

The following sections provide a marketing plan by country. Included in the plans are amarket assessment, target audience, objectives, strategies, tactics, and keymeasurements. The following countries will receive promotional support for the 2010/11season.

JapanFresh Grapefruit & Grapefruit Juice

France

United Kingdom Sweden Benelux (Belgium and Netherlands) Canada Korea (new market for 2010-11)

CanadaOrange Juice


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Marketing Plan FY 2010-11Japan Grapefruit/Grapefruit Juice

Market Assessment:

Japan is the worlds largest market for imported consumer food products and thelargest overseas market for U.S. food and agricultural exports.

The total food and beverage market in Japan is valued at $635 billion. However, asthe Japanese population is predicted to decline due to a low birth rate, the Japanesefood market is expected to diminish somewhat in the future.

Japan is the worlds second largest economy. It is also the most important andhighest per capita consumption market for Florida grapefruit in the world.

Japans market for high-value foods and beverages continues to changedramatically, with the latest trend being a major thrust toward functional, healthy andnutritious foods.

Japan has steadily grown less self-reliant for its food supply. Japans self-sufficiencyrate is around 40% and has been declining due to an aging and declining farmpopulation.

A recent consumer survey on food indicates that Japanese consumers concerns areshifting from safety to price, and the image of imported foods has improved whilepreference over domestically produced foods has declined due to higher prices.

Consumers in Japan are strongly influenced by American food culture via theJapanese media.

Florida is the primary imported grapefruit representing about a 90% share of marketduring Floridas season. Primary competitor is Israeli Sweetie.

Consumers have a high expectation for quality (internal and external), and are

willing to pay a premium price for superior products. Grapefruit juice/drug interaction continues to be an issue. Consumer preference continues to shift from white to pink grapefruit; Japan is the

industrys only notable white fresh market. Strengths: Health benefits, premium taste, brand awareness, strong trade relations,

quality perceptions, infrastructure, acceptance of grapefruit Weaknesses: Escalating production costs, lack of convenience, lower taste profile

in early season, peak season for domestic products, lack of excitement in thecategory, drug interaction

Opportunities: Demand for high-quality healthy and functional foods, trends infoodservice, low consumption cities, growing Japanese emulation of U.S. cultural

and food trends, acceptance of fresh-cut, partnerships with complementaryproducts, evolving distribution system (simulating U.S.)

Threats: Aging population, Mikan orange, opportunistic competitors, increased foodsafety awareness, increasing demand for food quality certificates and productioninformation, current worldwide economic crisis forced Japanese consumers to bemore frugal in purchasing food products, strong Yen increases the cost of marketingprograms


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Target Audience:

Consumer - Middle to upper income health conscious women 25+Grocery Trade - Wholesalers, supermarkets, hypermarkets and convenience storesFoodservice Trade - Foodservice chains and popular eating and drinkingestablishments

Objective:

Evolve Florida grapefruit (fresh and juice) from a commodity to a value-addedproduct in the Japanese market, and position the fruit as an indispensable item inthe daily life of the target consumer.

Establish Florida grapefruit as a perennial favorite in the typical Japanese diet.

Strategies:

The overall strategy is to maintain the trades commitment to handling Florida grapefruit

and grapefruit juice and strengthen top-of-mind consumer awareness of the products assupply remains tight and prices are high. Specific strategies include:

Through advertising and promotion, create sense of urgency and excitement withconsumers that Florida grapefruit is now in-season.

Partner with retailers to expand shelf space during peak selling season. Educate consumers about the wellness benefits of grapefruit. Differentiate Florida grapefruit and grapefruit juice from competing products through

brand identification and by educating all sectors about Floridas unique value-addedproduct attributes. Fresh - size, juice content, taste, quality assurance. Juice freshness, natural sweetness, quality assurance.

Develop new channels of distribution. Improve consumption in specific western and northern cities through promotions and

consumer education. Emphasize the convenience of grapefruit juice and introduce new uses for

grapefruit. Continue to strengthen Florida grapefruit and grapefruit juice positioning as trendy

products that appeal to younger consumers while maintaining the core consumerbase.

Improve brand identification of Florida grapefruit and grapefruit juice at retail byhighlighting the Florida logo.

Expand the usage of fresh-squeezed juice in pubs, which benefits small size whitegrapefruit a product that has few other markets.

Tactics:

AdvertisingFDOCs advertising campaign in 2010-11 will emphasize the theme Bring Grapefruitto the table with an aim to increase consumption among those who currently areonly light to medium grapefruit consumers. Advertisements will be placed in


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magazines, newspapers, websites, mass transit, and on the radio. These ads willrun nationwide with a particular focus on Tokyo, Osaka, and Nagoya. They willtarget women, particularly housewives, who are between the ages of 25-50. Theradio ads will be structured to coincide with distributor and retail promotions. Initialtarget publications will include Practical Living Magazine and Yomiuri Shimbun, a

national newspaper. Radio advertising slots will be purchased on four stations in thecities of Sapporo, Saitama, Nagoya, and Osaka. Transit ads will be placed in theKanto region. The plan also recognizes the growing importance of social media inconsumers daily routines. The domainwww.florida-grapefruit.jpcreated last seasonwill be utilized to expand direct communications with consumers. Popular cookingblogs will offer recipes and other helpful tips.

Retail PromotionsTo promote the Florida brand and communicate wellness and product attributemessages, the FDOC will conduct retail promotions with chains throughout thecountry. The following list contains the various promotions that will be organized to

support the retailers efforts.

Retail In-store Promotional Events

The FDOC will retain demonstrators toconduct product sampling of Florida grapefruit and grapefruit juice to increaseawareness of these products and influence purchase decisions. The productsampling will take place in supermarkets across the country and will also featureexpanded shelf displays of Florida citrus products during the demonstrationperiod. Demonstrators will also distribute leaflets and other educational materialsabout the wellness benefits and versatility of Florida grapefruit and grapefruit

juice. FDOC will also distribute recipes featuring various ideas for breakfast,lunch and dinner, as well as for juices. Because the vast majority of grapefruit

and grapefruit juice sold in this market is through major retailers, this activity iskey to the FDOCs efforts to acquire shelf space and grow consumer interest.

Florida Grapefruit Caravan

The FDOC will set up as many as 50 special Floridagrapefruit caravan demonstrations at large supercenter stores in Japan. Thefocus will be on Tohoku, Hokkaido, Kanto, Kansai, and Nagoya. The displayswill include POS materials featuring the many benefits of Florida grapefruit, andwill have demonstrators providing fruit and juice samples to consumers.Samples of both fresh-cut grapefruit and grapefruit juice will be available.

Premium Fruit Shop Promotion

Although large supermarkets represent the

main distribution channel for Florida grapefruit in Japan, there are approximately30,000 small fruit and vegetable shops in Japan that are frequented by Japanesehousewives. FDOC will target the most premium stores within this segmentduring March and April, promoting the fruit as an exclusive treat with limitedavailability. Top end fruit is a good match for the Japanese market, as theseitems are often used as gifts. The FDOC will develop POS leaflets and displaysfor use in the promotions.
http://www.florida-grapefruit.jp/http://www.florida-grapefruit.jp/http://www.florida-grapefruit.jp/http://www.florida-grapefruit.jp/


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Cross Promoting

The FDOC will continue efforts to cross-promote Floridagrapefruit and grapefruit juice with various other food segments in selectsupermarkets nationwide. The cross-promotions have the effect of expandingshelf space devoted to Florida grapefruit and grapefruit juice, while promotingnew uses and partners for Florida grapefruit. Targeted partners for the cross-

merchandising will include Suntory and Jinro (alcoholic beverages); Kewpie,Ajinomoto, and S&B (salad dressings and sauces); and House Foods (yogurtsand deserts).

POS Material

POS materials will be created to educate consumers about thesuperior quality, nutritional value, and functional attributes of Florida grapefruitand grapefruit juice. All POS materials will feature the Florida Sunburst logo, andwill include posters, stickers, leaflets, video, squeezers, grapefruit straws, easy-peelers and spoons. Materials will be distributed for retail promotions and publicrelations activities. Some of the POS developed this year in Japan will include aspecific theme of Feng Shui. During retail promotion efforts, FDOC will use the

Chinese Feng Shui belief that yellow objects facing the west bring good luck.This will be used specifically during promotions leading up to the New Yearsholiday and through the winter/spring season. POS materials and good luckmessage leaflets describing Feng Shui will be distributed during grapefruit in-store promotional events.

MerchandisingFDOC will retain merchandisers to phone and make personal visits to importers,wholesalers, retailers, and convenience stores nationwide. Merchandisers will visittargeted trade contacts to educate the trade about the benefit of handling Florida

grapefruit and grapefruit juice, and arrange retail promotions. Merchandisers willdistribute POS materials and other promotional items. Importantly, merchandiserswill also inform the trade about the FDOCs branding efforts and will encourage thetrade to take advantage of the opportunity by carrying and prominently displayingFlorida products.

Public RelationsThe FDOCs public relations campaign is designed to educate consumers andinfluencers on how consuming Florida citrus products every day can help maintain ahealthy lifestyle. The PR program will also reinforce the FDOCs branding strategy,ensuring that consumers identify the Florida logo and look for Florida grapefruit at

retail. A part of this branding strategy will be to reinforce the seasonality of Floridagrapefruit to ensure that consumers recognize that premium Florida grapefruit isgenerally available only from November April/May. Promoting the seasonality ofFlorida fruit should help encourage greater early season sales. Components of thepublic relations activity will include:

Press Conference (Kick-off Meeting) The FDOC will hold its annual seasonkick-off trade meetings in Tokyo and Osaka at the beginning of the Floridaseason to inform the trade and media about the status of the Florida grapefruit


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crop, shipment updates, and FDOC promotional plans. Other trade meetings willbe held in Sapporo, Sendai and Fukuoka. An attending spokesperson will speakabout the health and wellness benefits of grapefruit and grapefruit juiceconsumption.

Media Tie up Program

To increase awareness and consumption of Floridagrapefruit and grapefruit juice, the FDOC will organize product placements ofFlorida grapefruit and grapefruit juice with targeted media such as nationalnewspapers (family and lifestyle sections), womens magazines, cooking andhealth magazines, medical journals, and national TV programs. These tie-upswill include the use of well known spokespeople such as models, TVpersonalities, and food journalists.

Fruit Clinic Program

FDOC will attract media attention and reach out toconsumers by conducting cooking schools and food education events, which willprovide education on the health benefits of grapefruit consumption. The

campaign will highlight grapefruit as the perfect food for breakfast, proper health,and maintaining a strong immune system. These efforts will be covered onJapans Fruit Clinic News website (www.fruitsclinic.jp).

Press Office

The FDOC will support a press office that prepares mediareleases, handles media inquiries, collates and distributes materials, arrangesinterviews with visiting FDOC staff or industry, provides issues/crisismanagement contacts, etc. The public relations agency will also work inconjunction with Yamano & Associates (the FDOCs marketing representatives)to assure maximum media cover at the annual trade meeting.

Web SiteThe FDOC will maintain the Florida Citrus Fan Club web site (www.citrus-fc.com) inJapan. The site provides information to consumers and the trade regarding thewellness benefits and product attributes of Florida citrus. It also enables the FDOCto have direct interaction with, and receive feedback from, consumers. Updates willbe made to the web site to ensure that it ties into the FDOCs promotional and publicrelations campaigns and contains information on the latest FDOC activities takingplace throughout the season.

New Business DevelopmentThe FDOC will work with product manufacturers or distributors in Japan to introduce

new food, beverage, and cosmetic products containing Florida grapefruit orgrapefruit juice. Products that have been explored with food/product manufacturersinclude peeled grapefruit, salads with grapefruit and grapefruit dressing, dessertmenu items and other products for cafeterias.

Foodservice PromotionsThe FDOC intends to use promotions to increase distribution of grapefruit andgrapefruit juice in the foodservice sector. Florida citrus still has significant growthpotential through foodservice. The FDOC will conduct promotions with up-scale


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coffee shops, pubs, salad bars, cafes, hotels, and quick-service establishments providing POS materials, table tents, menu cards and incentives to promote Floridagrapefruit or grapefruit juice products. Specifically, the FDOC will work to developnew menu items featuring grapefruit and grapefruit juice at cafes, bakeries, andrestaurants (such as fresh-cut grapefruit at salad bars). FDOC will also work to

introduce fresh squeezed or 100% grapefruit juice in cocktails at upscale bars. Inaddition, FDOC will team up with the gourmet professional website Gyao, a newtype of Web TV that provides information on restaurants. This partnership willinclude the incorporation of a promotional film about Florida grapefruit on the sitealong with restaurant recommendations, menus, and directions to establishmentsthat feature Florida grapefruit products in recipes and on the menu.

Measurements:

Performance Measurement Study annual tracking study that measures consumerpurchase dynamics

Country Progress Report annual evaluation of program results, a requirement ofForeign Agricultural Services (USDA)

Floridas Fresh Citrus Shipment Report tracks weekly movement of Floridagrapefruit movement by country

Florida Citrus Economic Indicators Report reports US Department of Commercemonthly tracking of US grapefruit juice exports by global region

Global Trade Atlas electronic database that measures export volume and marketshare


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Marketing Plan FY 2010-11France Grapefruit/Grapefruit Juice

Market Assessment:

France is a leading economic player in the EU. With a $2.9 trillion gross domesticproduct, France is the worlds sixth largest industrialized economy. The Frenchpopulation of 64.3 million has a per capita income of $44,457.

The food industry in France is the largest industrial sector, far ahead of theautomobile, electric and electronic sectors.

French consumers are exacting when it comes to quality and innovation; food is theirculture.

France remains a significant export market for Florida grapefruit. (It is the largestEuropean market for Florida fresh grapefruit - second in the world only to Japan.)

France consumes nearly half of all Florida grapefruit shipped to Europe.

Increasing fruit consumption remains French government policy, strongly pushed viathe French Health Ministry campaign. Packaging of fruit in-store encouraging portability and ease of consumption on the

rise. French women view diet to mean having a better, healthier attitude towards food

rather than losing weight. Grapefruit and drug interaction is not perceived as a key issue in France among the

media or medical community. Health officials are aware of potential interactions butnot overly concerned, and no scientific research launched on the subject. Generalperception is that drug and food interaction is a possible and normal occurrence.

With more and more French children classified as overweight, there is growing

interest in information related to health and well-being among consumers and in themedia. The overarching message is about finding and maintaining balance in dietand lifestyle.

Strengths: Strong consumer perceptions regarding Florida quality, health benefits,premium taste, strong trade relations, well established channels of distribution

Weaknesses: Lack of convenience, lack of understanding the value of a Floridagrapefruit (heavier, juicier than competition), lack of direct representation, managingcitrus diseases

Opportunities: Although it has recently lost some value a relatively strong Euroallows growers to pass on higher production costs, establishment of a strong brandlogo, American food and food products remain popular, population shift from rural to

urban is boosting demand for international foods Threats: EU scrutiny of canker-free protocol, aggressive competition in the area,

alternative fruit varieties compete for shelf space, grapefruit not considered amainstream fruit, Intercitrus promotional campaign financed with the assistance ofthe European Community, relatively weak U.S. dollar results in high marketing costs


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Target Audience:

Consumer - middle to upper income health conscious women 25+Media - food & beverage, lifestyle, and health editors, writers and bloggersTrade - importers, wholesalers, and retailers

Objective:

Continue to create and grow awareness for Florida grapefruit and grapefruit juice. Deliver new and value-added information to the appropriate targets at specific

moments. Drive action to enable positive message pull-through (health benefits, premium

quality) Create the preference for Florida grapefruit.

Strategies:

Continue to demonstrate the unique benefits of Florida grapefruit and highlight thepremium quality.

o Build on recognition to generate depth of understanding. Demonstrate and promote the health benefits of grapefruit and grapefruit juice from

Florida.o Create and focus messaging on taste and adaptability emphasize the

one of a kind taste message and continue to develop specific reason ofchoice messages to the different targets.

Continue to put in place communication actions delivering and amplifying positivemessages.

o Guarantee a qualitative and quantitative exposure. Leverage all partner activity (importers, retailers, U.S. Embassy).

o Develop pertinent actions across all partnerships.

Tactics:

Public RelationsThe FDOC will conduct a comprehensive PR campaign to reinforce the image andawareness of Florida grapefruit and grapefruit juice through messages on wellnessand product benefits. The campaign will focus on the superior taste of Floridagrapefruit while positioning Florida grapefruit and grapefruit juice as trendy productsthat help maintain a healthy lifestyle. Activities included in the public relationsprogram are as follows:

In-store Promotions The FDOC will conduct in-store demonstrations toincrease consumer awareness of Florida grapefruit products. The promotionswill include store displays, with new POS, and sampling. In addition, the FDOCwill pursue promotions with grocery delivery services where consumers wouldreceive free Florida grapefruit with their order along with recipe booklets andinformation about the benefits of Florida grapefruit and grapefruit juice.


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POS Material

The FDOC will develop new materials for use during the in-storepromotions and public relations activities and for delivery to the trade as part ofthe FDOCs brand identification program. Materials will include leaflets, postersand shelf talkers. Materials will convey the product attribute and wellnessmessages.

Advertorials

The FDOC will create an advertorial, which will run in culinary andlifestyle magazines. These types of publications provide the perfect medium todeliver FDOC advertorials on the health and wellness associated with Floridagrapefruit and grapefruit juice. The advertorials will also focus on thedistinguishing quality and taste of Florida grapefruit, and will demonstrate thebenefits through a mix of editorials, photos, and recipes.

Media Relations

October Detox (light and fat free recipes)

FDOC will continue to build relationships with key journalistsand to educate the media on the benefits of Florida grapefruit and grapefruit

juice. However, in a departure from strategy the past few years in which the

FDOC would organize a single press kick-off event, this year the FDOC proposesto organize monthly press outreach. Five separate press kits will be developed(one per month during the primary months of the Florida season Octoberthrough February). Targeted journalists would receive the kit each month alongwith a package of Florida grapefruit promotional items and recipes. The goal is togenerate coverage on a more ongoing basis. The five proposed press kitthemes include:

November Energy (recipes for a full energy breakfast) December Florida (a focus on the Florida lifestyle and how grapefruit fits

into it)

January All pink (recipes focusing solely on pink grapefruit) February Sun (a focus on the coming Spring)

FDOC will also distribute press releases on an ongoing basis throughout theyear. Three in particular that are planned include releases on the availability ofthe new crop, on the 2010-11 promotional plan, and on new media partnerships.

Online Promotions 750g is one of three major French culinary websites. Itenjoys a viewership that exceeds 4 million consumers monthly. It provides aforum for recipe exchange and for the discussion of culinary topics at all levelsfrom beginner to experienced. The site is run by two well-known chefs and also

includes a newsletter that provides an additional opportunity to connect withconsumers. On a monthly basis, the site promotes a contest where contributingbloggers and consumers can create recipes around one focus ingredient. TheFDOC proposes to partner with 750g during the 2010-11 season. Thispartnership will include website banners for Florida grapefruit and grapefruit

juice, links to the FDOCs French website (www.ilovepamplemousse.com), andfour newsletter issues devoted to Florida grapefruit. This partnership shouldsignificantly enhance the FDOCs online reach with connections to consumersand the trade.
http://www.ilovepamplemousse.com/http://www.ilovepamplemousse.com/http://www.ilovepamplemousse.com/http://www.ilovepamplemousse.com/


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The FDOC will, of course, continue to maintain its own website. Theilovepamplemousse.com site will receive content updates weekly and the FDOCwill look to hold consumer contests through the site as way to attract morevisitors. Recipe and photo contests will be considered. Consumer surveys will

also be fielded through the site as a way to augment consumption data collectedduring the end-of-year performance evaluation.

Aside from promoting grapefruit through these two websites, the FDOC will alsowork to create Florida grapefruit ambassadors among influential French foodbloggers. This will be accomplished by hosting five separate dinner parties forbloggers (one per month from November through March). Each party will have atheme that aligns with the five press kit themes that FDOC will also develop. Adifferent venue will be selected for each party and each blogger will beresponsible to prepare and host one meal. The concept is an adaptation of apopular reality television show in France called Come dine with me. The goal is

that these events will generate substantial online interest among and significantexposure for Florida grapefruit with a minimal budget.

Drug Interaction Monitoring

FDOC will monitor internet and print articles relatedto drug interactions with grapefruit and grapefruit juice. This will allow FDOC torespond to negative and misleading articles about grapefruit interacting withcertain medications. In this capacity FDOC will be able to liaise with the mediaand clients to ensure that accurate information on safe consumption of grapefruitand grapefruit juice will be offered.

Measurements: Performance Measurement Study annual tracking study that measures consumerpurchase dynamics






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Marketing Plan FY 2010-11United Kingdom Grapefruit/Grapefruit Juice

Market Assessment:

The UK remains a trading power house and financial center and is the seventhlargest economy in the world. The UK is one of a quintet of trillion dollar economiesin Western Europe with rich consumers looking for high quality food products fromaround the world.

The global economic slowdown pushed Britain into a recession in 2008, however,economic forecasters suggest that the UK is now in recovery and will emerge fromthe recession in 2010.

The UK is a net importer of food, meeting only 60% of its food needs. Although the UK is the third largest market in Europe (behind France and Germany),

it is recognized as a key market because of premium pricing and volume potential. Forty percent of meals are now eaten outside of home. Snacking and eating out are

becoming increasingly common and consumers are looking for convenient foodsthat are good for them.

Health and wellness continue to be top of the political and media agenda in the UK.An extensive survey, conducted by the Health and Social Information Center, foundthat nearly one in four adults in England is obese. Among children 2-15,approximately 30% are obese or overweight.

The Government is taking an active role to tackle the obesity crisis. Cooking lessonsare to be compulsory in Englands secondary schools for children 11 to 14.

Grapefruit and drug interaction coverage continues to be an issue in the UK. The grey market is the UKs fastest growing sector of the population and control

80% of the wealth. These consumers are concerned with eating foods that providethe vitamins and overall benefits necessary to stay healthy.

Consumer recognition for the Florida name is quite strong and consumers rankFlorida product high in terms of product quality.

Strengths: Health benefits, premium taste and premium perception, well known bythe produce industry, well established infrastructure and distribution network

Weaknesses: Lack of convenience,external appearance of Florida grapefruit, lackof direct representation, lack of understanding the value of Florida grapefruit

Opportunities: Establishment of a strong brand logo,development potential outsideof the greater London area, disposable income allows for higher per capitaconsumption of the category, purchasing power of the British Pound allows growers

to pass on higher production costs Threats: Aggressive foreign competition, alternative fruit varieties compete for shelf

space, grapefruit not considered mainstream fruit, Intercitrus promotional campaignfinanced with the assistance of the European Community, weak U.S. dollarincreases the cost of marketing programs


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Target Audience:

Middle to upper income health-conscious women 25+

Objective:

Raise awareness and preference for Florida as producing the best quality grapefruitand juice, and associate products with a healthy lifestyle.

Continue to win back lapsed consumers, expand consumption with occasionalusers.

Strategies:

Implementing the following strategies will help the Florida citrus industry expandgrapefruit and grapefruit juice exports to the UK:

Differentiate Florida grapefruit and grapefruit juice from competing products on the

basis of premium quality and value (Fresh superior taste, juiciness, size, qualityassurance; Juice natural sweetness, freshness, quality assurance). This strategywill reinforce Florida citrus as a premium product worth the additional expense.

Educate consumers and influencers that Florida grapefruit and grapefruit juiceconsumption helps maintain a healthy lifestyle.

Take advantage of the UKs wellness trend by educating consumers about thewellness benefits of grapefruit. Continue to position Florida grapefruit and grapefruit

juice as trendy products that should be a part of an active, healthy life. Facilitate product identification by labeling all Florida citrus with a common Florida

logo and educating the trade and consumers regarding its meanings.

Tactics:

Public RelationsThe FDOC will conduct a retail and public relations campaign during the 2010-11marketing year to deliver messages pertaining to the wellness and product benefitsof Florida grapefruit and grapefruit juice. Activities included in the public relationsprogram are as follows:

Consumer Sampling and In-Store Promotions

The FDOC will conductconsumer sampling in the key retail outlets that carry Florida grapefruit andgrapefruit juice: ASDA, Marks & Spencer, Morrisons, Sainsburys, Tesco andWaitrose. The sampling activities will highlight the health benefits associatedwith grapefruit consumption and the product attributes of Florida grapefruit andgrapefruit juice. Branded displays will be created and sampling personnel will beretained to staff the stations. Promotional activities such as online ads, grocerycart signage, competitions, recipe cards, floor graphics, leaflets, and in-storeradio will also be conducted on a selected basis.


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Healthy Family Campaign

A competition will be set up to find the healthiestfamily in the UK that embodies the Florida grapefruit brand. FDOC will start aFacebook fan page, which will act as an online portal for the public to send inpictures and anecdotes to nominate themselves or another family. The publicwill then vote for the healthiest family and the winner will get a chance to be the

new face of Florida grapefruit. The winner will receive a years supply of Floridagrapefruit and grapefruit juice. FDOC will partner with a celebrity family from aBritish television show to help interact with fans and offer advice. In addition tothe Facebook page, the healthiest family campaign will also be promoted at in-store sampling events, through advertorials, and via magazine websites.

GirlGuidingUK Competition

FDOC will launch a competition with theGirlGuidingUK (analogous to the Girl Scouts) to find the healthiest cook in theorganization. The winning recipe will then be used in a toolkit that all GirlGuidescan use to obtain a Florida grapefruit healthy eating badge. The competitionwill be launched with a well known British celebrity and will be promoted on

television cooking programs and through advertorials in GirlGuidingUKmagazine. The finalists will be invited to London to present their campaign withlive feeds on the GirlGuidingUK website. The finalists will also be used in FDOCadvertorials throughout the season and will become Florida grapefruitspokespeople who will deliver key product messages to the media. The targetedmedia will include social networking sites such as Facebook, food and parentingmagazines, and newspapers and television broadcasts across the country.

Advertorials

Advertorials are an excellent vehicle to deliver key health andproduct attribute messages to target audiences. The FDOC will purchaseadvertorials in publications throughout the November to May season to coincide

with the FDOCs consumer sampling activities. The publication targets will bespecialty food magazines, websites geared towards mothers, and lifestylemagazines. Specific examples include: Delicious magazine (circulation of104,178), Mumsnet (circulation of 800,050), and GirlGuidingUK magazine(circulation of 306,077). The latter will help garner participation in the FDOCcompetition set up for GirlGuidingUK members. Advertorial content will focus onthe benefits of Florida grapefruit consumption and background on the industry.FDOC will also consider including content related to drug interaction as a way toease consumer concerns with that issue.

Truth Squad

The truth squad will monitor the UK media for inaccurate reporting

and respond to negative and misleading articles about grapefruit interactions withcertain medications. Accurate information on safe consumption of grapefruit andgrapefruit juice will be offered and FDOC will continue distributing educationalmaterials to patient groups and healthcare professionals.

Medicine Review Toolkit In addition to the truth squad monitoring, FDOC willcontinue building on the pharmacy education initiative that was launched in 2009.The objective will be to enable community pharmacists to provide accurateinformation about grapefruit drug interactions during patient medicine reviews.


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FDOC will summarize key findings of a soon-to-be-released medical review bythe University of Liverpool and include these findings in advertorials in selectedpharmacy trade media. FDOC will also implement a media roundtable toeducate medical journalists about food-drug interactions and how tocommunicate key messages without alarming patients. These efforts will help

ensure more balanced coverage of articles related to food-drug interactions andwill help establish a contact database of writers who can collaborate with FDOCwhen imbalanced reporting is found.

Press office

The FDOC will create press releases to generate media coveragefor grapefruit and grapefruit juice with key trade and consumer media. Thereleases will outline FDOC product quality and wellness messages. The pressoffice will also set up meetings between media/trade journalists and visitingFDOC staff, as well as monitor key issues and news related to Florida citrusproducts. The press office will draft weekly reports on market developments andactivity updates for the FDOC. The office will also create grapefruit and

grapefruit juice recipes that can be used in all reports sent to media and thetrade, and to be used in advertorials and editorials.

Measurements:







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Marketing Plan FY 2010-11Sweden Grapefruit/Grapefruit Juice

Market Assessment:

The Swedish economy has been growing rapidly in the past few years, but in 2008the growth has fallen off with weaker tendency in exports, consumption, andinvestments. Although the demand for high-value, consumer-ready products hasremained strong recently, the outlook for private consumption has become morenegative and there are signs that the consumers are becoming more cautious.

GDP retracted considerably in 2009, down over 5%. The Swedish governmentexpects only a slight improvement in 2010, with modest gains not coming until 2011.Unemployment will remain over 11% through 2011.

Sweden, with a population of 9.1 million people, is a country with very high livingstandards. Swedish consumers are gravitating towards fresher, more convenientand more nutritious foods. High demands are made on food quality, origin, andenvironmental concerns

Ongoing socio-demographic changes with busier lifestyles and increasing single-person households are affecting food retailing to a high degree. Retailers are shiftingtheir product ranges towards an increasing share of healthier, ready-to-eat foodsand home meal replacements.

Eating out is growing faster than traditional retail sales. Organic and functional foods are gaining in popularity with significant consumer

awareness in the area of food safety and healthy eating habits. This includes notonly products with low fat benefits, but also those with nutritional advantages suchas added fiber, vitamins and minerals, or ingredients with perceived disease-preventative qualities.

There has been a recent proliferation of greener foods in Sweden. Fitness is a hot topic in Sweden and this trend is increasing all the time. The largest group of grapefruit consumers is adults that eat them naturally with a

spoon for breakfast, mostly during the weekends. In Sweden, grapefruit is imported from Florida, Israel and Cyprus during the winter.

In the summer, grapefruit come from Swaziland, Uruguay, and Argentina. There isno peak consumption period for grapefruit; it remains popular throughout the year.

Strengths: Strong consumer perceptions regarding Florida quality, health benefits,premium taste, key exporters have well-established trade relations

Weaknesses: Lack of convenience, lack of understanding the value of a Florida

grapefruit (heavier, juicier than competition), lack of direct representation, externalquality issues, a distant market with high distribution and shipping costs Opportunities: High standard of living, well-educated workforce, growing incomes,

U.S. products are considered high quality and trendy Threats: Grapefruit not considered a mainstream fruit and not top-of-mind with

consumers, attractive market for the competitive set


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Target Audience:Middle to upper income health conscious women 25+

Objective:

Build the Florida Brand and position Florida grapefruit and grapefruit juice as beingthe highest quality, the sweetest, and best tasting in the world.

Increase the Swedes awareness and interest in grapefruit and grapefruit juice overall, and specifically, increase consumption and share of Florida grapefruit products.

Strategies:

The Florida citrus industry will look to improve the Swedish market position for Floridagrapefruit and grapefruit juice consumption by:

Focusing activities on retailers that carry Florida products.

Highlighting the numerous health benefits of grapefruit and grapefruit juice withparticular emphasis on the dietary benefits and the natural energy boost theseproducts provide.

Reinforcing consumer perceptions of the superior quality of Florida grapefruit andgrapefruit juice while educating consumers about the versatility of these products.

Tactics:

Public RelationsThe FDOC will conduct a comprehensive public relations program in Swedenconsisting of the following activities:

Social Media/Communications Program

The FDOC will use a variety ofchannels to distribute information to consumers and the press regarding Floridagrapefruit and grapefruit juice. Social media will be an important new focus forthis activity. The FDOC will establish a Swedish Facebook page and an onlineblog with regular posts about the benefits of grapefruit consumption, FDOCpromotions, background on Florida grapefruit and grapefruit juice and otherinformation. Social media is also likely to be a helpful medium for conveyingaccurate information about grapefruit and drug interaction.

The FDOC will also rely on more traditional media channels to convey this

information. A Newsdesk account will be established to ensure that the press isregularly informed of items pertaining to Florida grapefruit and grapefruit juice.Newsdesk is a popular search engine in Sweden among the press as theyresearch for new stories. This account will provide journalists with the latestFlorida grapefruit news, upcoming FDOC events, press pictures, backgroundinformation, and contact information.

Aside from social media and the Newsdesk account, FDOC will continue todistribute press releases, newsletters, and marketing materials to key


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distributors, retail trade, and media throughout the season as the FDOC exploresopportunities for cooperative promotions with Swedish retailers. Thecommunications program is important to sustain a close relationship with thetrade to make sure they are well informed of Florida citrus issues and FDOCmarketing activities.

Sampling

The FDOC will conduct promotions with retail chains in Sweden,including Axfood/Hemkop, ICA, and VI stores. The promotions will includeconsumer samplings, Florida-branded leaflets containing information on Floridagrapefruit, and links to FDOCs social media presence in the market. Thepromotions will be used to convey the FDOCs key messages, which include thequality of Florida grapefruit and grapefruit juice, the fruits versatility and safety,and the nutritional benefits associated with grapefruit consumption. Thepromotions will also highlight ways to incorporate grapefruit in every meal of theday.

Advertorials

- Advertorials will be carried out in conjunction with retail promotionsto generate interest in the sampling activity and promote the quality, versatility,and health benefits of Florida grapefruit and grapefruit juice.

Website

- The FDOC will maintain its Swedish language website targeting thetrade, media, and consumers. The site will contain grapefruit data, articles,recipes, photographs and other information/resources that convey the FDOCshealth and quality messages. Links will also be incorporated to the FDOCwebsite and cooperating Swedish distributors/retail partners so that visitors canlearn of Florida grapefruit availability and promotions. The website will bepromoted through all PR activities conducted by FDOC in Sweden.

The Good Kitchen Fair

FDOC will exhibit with a booth at The Good Kitchen Fair(Det Goda Koket), the largest food and beverage trade show in the Nordiccountries. The FDOC will provide grapefruit and grapefruit juice samples and willdistribute press, promotional, and educational literature at the booth and in thepress room of the fair.

Press Office

- The FDOC will also maintain a press office that prepares mediareleases, handles media inquiries, collates and distributes materials, arrangesinterviews with visiting FDOC staff or industry, provides issues/crisismanagement contacts, etc.

Measurements:





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Marketing Plan FY 2010-11Benelux Grapefruit/Grapefruit Juice

Market Assessment:

The Benelux region suffered a significant recession in 2008-09, with economicgrowth turning negative in 2009 (around -4%).

The recent financial crisis is having an impact on European consumers. Theirconfidence in the economy has gone down dramatically and people are worriedabout their savings, jobs and pensions. As a result they are adjusting their lifestyle.Sales of luxury food products and beverages are expected to go down.

Like many countries in the developed world, the Benelux area is seeing anincreased occurrence of obesity in their population. With greater media and politicalemphasis on the negative ramifications of poor eating habits and obesity, consumersare growing more health and weight conscious. As a result, consumption of fruit,

vegetables, and fruit juices is steadily increasing. The obesity issue is also a hot topic among the media. Coverage includes TV reality

shows on weight loss, and a number of magazines and websites focused on healthylifestyles.

The Benelux region ranks among the highest in Europe of women working outside ofthe home. Convenience and time-saving products are important.

The Benelux population is graying. Last year, the age group of 55 years and olderaccounted for 26.4% of the population while 10 years ago this number was only22.8%

Because of a number of food safety scares during recent years, this issue hasbecome more important to consumers. These crises prompted the government and

many other organizations to focus on consumer demands for safe and traceableproducts. Few grapefruit/drug interaction articles/stories have appeared in the region. The

topic is not perceived to be a significant issue at this time. Key competition for fresh grapefruit includes Israel and Turkey during the season,

and South Africa and Argentina during the summer. Most competitive grapefruitjuice comes from Cuba and Israel.

Strengths: Strong consumer perceptions regarding Florida quality, health benefits,premium taste, key exporters have well-established trade relations

Weaknesses: Lack of convenience, lack of understanding the value of a Floridagrapefruit (heavier, juicier than competition), lack of direct representation, canker

situation could affect supply situation in Europe Opportunities: High standard of living, well-educated workforce, growing incomes,

U.S. products are considered high quality and trendy, elevated interest in diet/weightreducing foods, region contains major seaports for receiving imported Floridagrapefruit, increased purchasing power of the Euro allows growers to pass on higherproduction costs

Threats: Grapefruit not considered a mainstream fruit and not top-of-mind withconsumers, attractive market for the competitive set, relatively weak U.S. dollarresults in high marketing costs


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Target Audience:

Middle to upper income health-conscious women 25+

Objective:

Increase the Belgian and Dutch consumers' awareness and interest in grapefruit andgrapefruit juice over all, and specifically, make Florida the top choice among bothconsumers and retailers.

Strategies:

The Florida citrus industrys long-term strategy for increasing awareness and demandfor Florida grapefruit and grapefruit juice in the Benelux region is as follows:

Highlighting the numerous health benefits of grapefruit and grapefruit juice withparticular emphasis on the dietary benefits and the natural energy boost these

products provide. Reinforcing consumer perceptions of the superior quality of Florida grapefruit and

grapefruit juice while educating consumers about the versatility of these products.

Tactics:

Public RelationsThe FDOC will conduct a retail and public relations program in this region consistingof the following activities:

Seasonal Habits FDOCs Belgium office will conduct a number of PR efforts

centered around the seasonality of Florida grapefruit emphasizing theimportance of eating grapefruit in season and creating a link betweenseasonality, origin, and quality. This will include a survey of 500 Belgians todiscover seasonal eating habits. The survey results will be used to develop aseries of press releases, which will be sent to media throughout the Floridaseason. Additionally, three different seasonal recipes will be developed anddistributed to media to correspond with Floridas autumn, winter, and springavailability. A one-page fact sheet on seasonality and Florida grapefruitsdistinguishing characteristics will also be developed and distributed to the trademedia. Finally, FDOC will develop a seasonal calendar that will provideinformation on Florida grapefruit and which will be posted on

www.coolfloridagrapefruit.be. The calendar will be promoted on various otherconsumer lifestyle sites, and hardcopies will be made for distribution to keymedia and trade contacts.

Truth about Florida Grapefruit Belgian media has expressed interest inobtaining detailed and precise information about the benefits and distinguishingqualities of Florida grapefruit. Therefore FDOCs Belgian team will work to informhealth journalists on specific nutritional, functional, and quality advantages ofFlorida grapefruit. Specifically, FDOC will develop a detailed media kit for health
http://www.coolfloridagrapefruit.be/http://www.coolfloridagrapefruit.be/http://www.coolfloridagrapefruit.be/


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media and experts, which will include detailed information on Florida grapefruithealth benefits documented by supporting scientific studies. The media kit willbe distributed to health journalists and leading dietician experts, and the broadertrade will be kept abreast of the details through FDOC press releases. FDOC willalso use this outreach effort to continue addressing questions and

miscommunication surrounding grapefruit interactions with certain medications.

Health & Wellness Trade Fairs

In an effort to reach consumers specificallyinterested in health and wellness, FDOC will participate in the Zenith trade fair inDecember and the Life2 trade fair in March. FDOC grapefruit samples andmarketing materials will be distributed to attendees.

Weight Watchers Collaboration

FDOC will collaborate with Weight Watchers topromote Florida grapefruit as an aid to people trying to lose weight and live ahealthy life. The partnership will put FDOC in front of all Weight Watcher nationalmeetings (approximately 30,000 people) and allow FDOC to insert special

leaflets in the course manual. Grapefruit samples would also be provided atspecial tastings. A joint media outreach with Weight Watchers is also proposedin order to garner media attention on the healthy attributes of grapefruitconsumption.

New Florida Grapefruit Cuisine Season Kick-Off

FDOCs Dutch team willlaunch a season kick-off press event centered around the New Florida Cuisine,which fuses Caribbean, Latin American and Asian influences, and which useslots of fruit in combination with vegetables, fish, and spices. This food trend ispopular in Florida, but relatively unknown in the Netherlands and therefore anattractive story to the Dutch trade media. FDOC will sponsor a culinary

workshop and press event highlighting Florida grapefruit as part of the NewFlorida Cuisine. A well known chef will be hired to lead the workshop, in whichthe press will be able to participate and try the various grapefruit recipes. Thecontent of the workshop, in addition to the distribution of press kits at the event,will generate articles in key consumer publications prior to the Christmas season.

In-store Demonstrations

FDOC will partner with C1000, one of the Netherlandstop three supermarket chains, to introduce in-store promotion and sampling. Inaddition to providing information on the distinguishing qualities of Floridagrapefruit, demonstrators will use a specially designed grapefruit knife to showconsumers how grapefruit can be easily pealed. This will counter a common

constraint among Dutch consumers who are often dissuaded from purchasinggrapefruit due to the perceived inconvenience of the preparation. Grapefruitknives will be given to consumers who purchase a determined quantity ofgrapefruit from the store.

AllRecipes.nl In an effort to share recipes with consumers, FDOC will partnerwith AllRecipes.nl, a popular online cooking community where consumers sharerecipes and cooking ideas with other members. FDOC will share Floridagrapefruit recipes, news alerts, and product information on the websites online


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forum. This effort will tap into the increasing online social networkingenvironment and the burgeoning home cooking trend in the Netherlands.

Green Grocery Marketing

Green groceries are specialty fruit and vegetablestores that are found throughout the Netherlands. They attract high end

consumers who seek the best quality with distinguishing characteristics. Many ofthese stores already carry Florida grapefruit. As these stores dont often havebudget for promotional materials or sampling, FDOC will begin providing greengrocers with attractive recipe cards, which their shoppers can bring home toaccompany their grapefruit purchases.

Issue Monitoring

FDOC will respond to negative and misleading articlesregarding grapefruit/drug interactions in the Dutch media. Accurate informationon safe consumption of grapefruit and grapefruit juice will be provided to thepress, as well as the opportunity to interview FDOC representatives.

Account Management

FDOCs Belgium and Dutch PR representatives fromGolinHarris will work with FDOC management to implement and execute all PRand marketing activities. This includes the preparation of bi-weekly reports,strategic planning, client liaison, and media/issue monitoring. GolinHarrisNetherlands and GolinHarris Brussels will each produce an end-of-year report forFDOC, which will include results from all PR activities.

Website & Newsflash The FDOC will maintain thewww.coolfloridagrapefruit.bewebsite in Belgium and will develop a quarterly news flash that will beautomatically sent to registered trade contacts and journalists. All press releaseswill also be added to the site and the site will include links and the latest

information on the Florida citrus industry, grapefruit, and grapefruit juice.

Measurements:




Florida Citrus Economic Indicators Report reports US Department of Commerce

monthly tracking of US grapefruit juice exports by global region Global Trade Atlas electronic database that measures export volume and market

share
http://www.coolfloridagrapefruit.be/http://www.coolfloridagrapefruit.be/http://www.coolfloridagrapefruit.be/http://www.coolfloridagrapefruit.be/


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Marketing Plan FY 2010-11Canada Grapefruit/Grapefruit Juice

Market Assessment:

Canada is the No. 1 market for U.S. agricultural exports. U.S. agricultural exports toCanada account for 14% of the total U.S. food and agricultural exports. Moreimportantly, American products account for more than 74% of total Canadianagricultural imports.

Trade with Canada is facilitated by proximity, common culture, language, similarlifestyle pursuits, and the ease of travel.

Although Canada consumes some Mediterranean fruit in the winter and SouthernHemisphere (primarily South Africa and Argentina) fruit in the summer, Floridacontinues to be the major supplier of fresh grapefruit to Canada. Primary competitorsare Texas and California. Texas is considered a quality supplier equal to Florida.

Toronto and Montreal are highly developed markets for Florida grapefruit. WesternCanada is an area of strong opportunity for Florida grapefruit. Canadians claim to be health conscious and concerned about what they eat.

However, many have limited knowledge of the protective effects of eating a diet highin fruits and vegetables. This is due in part to the strict controls the Canadiangovernment has on advertising and product benefit claims.

Canadian baby boomers continue to influence the market as they approachretirement. According to the Government of Canada, by 2011 close to 15% of theCanadian population will be over the age of 65. This segment of the population isweight conscious and focused on nutrition and keeping fit.

The increase in demand for ethnic diversity in food is also having an impact on

grocery shelves. What was once considered ethnic cuisine is now mainstream. Grapefruit and drug interaction continues to be an issue in Canada. After a relatively weak position at the beginning of 2009, the Canadian dollar

strengthened over the next 12 months. Historically, the market has demanded small sizes at relatively low prices. Strengths: Health benefits, premium taste and premium perception, Floridas

proximity to foreign market, well established infrastructure and channels ofdistribution, well known by the Canadian trade some buying offices located inFlorida

Weaknesses: Lack of convenience, external appearance of Florida grapefruit, lowawareness of Florida product attributes

Opportunities: Populace favorably disposed to consumption of fresh fruits andvegetables, market access and ease of entry, high U.S. quality and safetyperceptions, the name Florida is strongly perceived among Canadians, thepurchasing power of the U.S. dollar allows for adequate marketing support

Threats: Graying population, a relatively strong U.S. Dollar makes it more difficultfor growers to pass on higher production costs, Canadian still want value and willprice shop


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Target Audience:

Active women 25+ looking for a tasty and healthy option for their diet. Food retailers in primary and secondary markets in Central and Eastern Canada and

the Quebec market.

Objective:

Increase awareness, trial and preference for Florida grapefruit and grapefruit juice todrive sales in the Canadian market.

Position Florida grapefruit and grapefruit juice in the changing fruit market as areliable, timeless, exciting and viable option for the modern consumer.

Strategies:

The FDOC anticipates that increases in grapefruit and grapefruit juice exports toCanada can be achieved by implementing the following strategies:

Differentiate Florida grapefruit and grapefruit juice from competing products in termsof taste, quality and value.

Educate consumers and influencers about how consuming Florida grapefruit andgrapefruit juice every day can help maintain a healthy lifestyle. Specific focus to beplaced on the wellness benefits of grapefruit and grapefruit juice.

Position Florida grapefruit and grapefruit juice in the changing fruit market as anexciting and viable option for the modern consumer.

Continue brand identification for all Florida grapefruit to ensure that consumers canidentify Florida grapefruit/juice at retail.

Tactics:

Public RelationsThe FDOC has an in-depth PR campaign planned for the 2010-11 marketing year.The campaign will promote Florida grapefruit and grapefruit juice as high quality,versatile, and delicious, while highlighting their superior product attributes andwellness benefits. Activities included in the public relations program are as follows:

Retail Outreach / Sampling

FDOC will work with retailers to promoteawareness of Florida grapefruit and grapefruit juices availability, premium tasteand health benefits. A promotional program will be developed to providesamples to grocery customers. FDOC will also continue to build its relationshipwith key retailers in targeted regions through ongoing liaison outreach.

State of Citrus Report FDOC will prepare a State of Citrus report in bothEnglish and French that will be delivered to key trade and media contacts inOntario, Quebec, and Eastern Canada. In addition to information on the citruscrop, this report will also contain educational tools to help retailers increase sales


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of grapefruit and grapefruit juice in their stores. The report will be posted on theFDOC Canadian website after it is distributed.

Online Relations FDOC will maintain a Canadian-specific website thatcompliments and supports the FDOCs main site, providing a portal of

information on Florida citrus to Canadian consumers. The website will alsoinclude new content designed to create more interaction among visitors, such asadding a blog and leveraging social media tools. FDOC will use the site as a hubfor housing all marketing collateral, and will post information on PR events beingconducted throughout Canada. The FDOC will also expand its online presencethrough partnerships with www.urbanmoms.ca. This website/blog providesresources for moms and serves as an online community. It has proven a perfectfit to disseminate FDOC promotional and educational messages. Specifically,the FDOC will provide recipes through the site.

Media Relations

FDOC will increase awareness of Florida grapefruit and

grapefruit juice through an active media relations campaign. This will includedeveloping an updated media list, which will help reach mainstream, online, andmulticultural media. FDOC will also utilize the Mat story program. Through thisapproach, FDOC will continue to communicate the superior value and quality ofFlorida grapefruit and grapefruit juice. The media will receive communications onFlorida citrus being a good source of antioxidants and vitamin C that can helpmaintain a healthy lifestyle, boost energy, and help reduce the severity of coldsand the flu. This year, the FDOC will also focus on the carbon footprint of Floridacitrus, highlighting that Florida fresh and juice products travel the least distanceto reach local supermarkets.

Florida Sunshine Umbrella Campaign

The FDOC intends to create an umbrellaprogram that delivers promotional messages regarding the spirit-lifting benefits ofFlorida citrus. The program will center around January 17th, as the mostdepressing day of the year. It will include promotional tie-ups with health andwellness organizations such as the Canadian Association of Mental Health andwith retailers. The umbrella program will also include sampling at traditional andnon-traditional locations, music downloads with a sunshine theme, and radiopromotions.

Chef Competition

The FDOC will sponsor a chef competition during Torontosfood-focused Winterliciousfestival. The program will include culinary school and

restaurant participation. Chefs will create recipes that use Florida grapefruit andgrapefruit juice and these recipes will be judged by a tasting panel. The mediawill be invited to cover the competition with the goal of generating coverage forthe versatility of Florida citrus in meal preparation.

Program Management FDOCs Canadian PR representative, GolinHarris, willwork with FDOC management to implement and execute all PR and marketingactivities. This includes the preparation of bi-weekly reports, strategic planning,client liaison, and media/issue monitoring. It will also include the Truth Squad,
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which will analyze the medias coverage of grapefruit-drug interaction topics, andwork to correct any misinformation or consumer confusion on this issue.GolinHarris will produce an end-of-year report for FDOC, which will includeresults from all PR activities and a media evaluation.

Measurements:





Global Trade Atlas electronic database that measures export volume and market

share


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Marketing Plan FY 2010-11Canada Orange Juice

Market Assessment:

The recession, which from a consumers point of view, came to Canada in the 4 thquarter of 2008, will continue to have an impact on the food business throughout2010. Recession Diets will cause consumer spending in the grocery aisles todecrease.

The orange juice category is relatively mature and household penetration is high.The market dynamics in Canada closely resemble those of the US.

Canada is the No. 1 export market for Florida orange juice with approximately 50%of our export sales going north.

Spending on food outside of the home is increasing but still lags behind the US. The popularity of US food products among Canadian consumers is very high.

The closer integration of the North American food market under the NAFTAagreement means that US food and agricultural products are in high demand byCanadian retailers.

Dual-income families are the norm but single-parent families are also prominent,there are many more women in the work force today compared to prior generations.Women are the primary shoppers of the category.

Canadian consumers hold Florida orange juice in high regard, research indicates86% of Canadians surveyed consider 100% pure Florida orange juice as having thehighest quality.

After a relatively weak position at the beginning of 2009, the Canadian dollarstrengthened over the last twelve months.

Florida is the market leader in Canada with approximately a 55% share; Brazil is themajor competitor. Strengths: Wholesomeness of the product, the Florida name - Florida has high

recognition and a positive association with the Canadian consumer, consumerspremium perception of Florida OJ, Floridas proximity to foreign market, wellestablished infrastructure and channels of distribution, Florida processors (privatelabel and branded) well known and respected by the Canadian trade

Weaknesses: Low awareness of specific product benefits, stringent Canadianstandards on product benefit claims, no common identifier for Florida juice,diminishing fruit supply, diseases and rising prices

Opportunities: Populace favorably disposed to consumption of fresh fruits and

juices, market access and ease of entry, convenience of providing a dailyrecommended serving of fruit and vegetables, not-from-concentrate juice on the risein Canada

Threats: Juice confusion with products containing less than 100% fruit juice, Braziland ease of market entry, beverage proliferation encroaching on the breakfastoccasion, recession will impact food purchases


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Target Audience:

Middle to upper income consumers, aged 35+ with children

Objective:

Increase awareness and preference for orange juice to increase overall sales of orangejuice and, by virtue of its market share leadership, increase Florida orange juice marketshare and sales.

Strategies:

The FDOC anticipates that increases in orange juice consumption and exports toCanada can be achieved by implementing the following strategies:

Leverage the health benefits of drinking a daily glass of 100 percent orange juice beneficial nutrients recharge/energize, boost immunity and contribute to heart health

to motivate Canadians to drink more. Educate consumers about the superior taste of 100% pure Florida orange juice. Communicate orange juices benefits as a cold and flu fighter.

Tactics:

AdvertisingIn May 2010, the FDOC selected a new advertising firm, BBDO Atlanta, to handle itsCanadian advertising program. As of this writing, it is anticipated that BBDO willreview the strategy and develop new creative and media plans over the Summer of2010. At the September Florida Citrus Commission meeting, staff will seek approval

of the new plan with media expected to begin in the Fall/Winter 2010 time period.

Public RelationsIn order to maintain Florida orange juices position in the Canadian diet, the FDOCwill continue to promote the health and wellness benefits associated with dailyorange juice consumption. Public relations activities will be an important componentin achieving this goal. The following tactics will be part of the public relations effort:

Retail Outreach/Sampling

FDOC will work with retailers to promote awarenessof Florida orange juices availability, premium taste and health benefits. Apromotional program will be developed to provide orange juice samples to

grocery customers. FDOC will also continue to build its relationship with keyretailers in targeted regions through ongoing liaison outreach.

State of Citrus Report FDOC will prepare a State of Citrus report in bothEnglish and French that will be delivered to key trade and media contacts inOntario, Quebec, and Eastern Canada. In addition to information on the citruscrop, this report will also contain educational tools to help retailers increase salesof orange juice in their stores. The report will be posted on the FDOC Canadianwebsite after it is distributed.


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Canadian Web Site FDOC will maintain a Canadian-specific website thatcompliments and supports the FDOCs main site, providing a portal ofinformation on Florida orange juice to Canadian consumers. The website willalso include new content designed to create more interaction among visitors,such as adding a blog and leveraging social media tools. FDOC will use the site

as a hub for housing all marketing collateral, and will post information on PRevents being conducted throughout Canada. The FDOC will also expand itsonline presence through partnerships with www.urbanmoms.ca. Thiswebsite/blog provides resources for moms and serves as an online community.It has proven a perfect fit to disseminate FDOC promotional and educationalmessages. Specifically, the FDOC will provide recipes through the site.

Florida Sunshine Umbrella Campaign

The FDOC intends to create an umbrellaprogram that delivers promotional messages regarding the spirit-lifting benefits ofFlorida citrus. The program will center around January 17th, as the mostdepressing day of the year. It will include promotional tie-ups with health and

wellness organizations such as the Canadian Association of Mental Health andwith retailers. The umbrella program will also include sampling at traditional andnon-traditional locations, music downloads with a sunshine theme, and radiopromotions.

Chef Competition

The FDOC will sponsor a chef competition during Torontosfood-focused Winterliciousfestival. The program will include culinary school andrestaurant participation. Chefs will create recipes that use Florida orange juiceand these recipes will be judged by a tasting panel. The media will be invited tocover the competition in the hopes of generating coverage for the versatility ofFlorida orange juice in meal preparation.

Media Relations FDOC will increase awareness of Florida orange juice throughan active media relations campaign. This will include developing an updatedmedia list, which will help reach mainstream, online, and multicultural media.FDOC will also utilize the Mat story program. Through this approach, FDOC willcontinue to communicate the superior value and quality of Florida orange juice highlighting the message that Canadian consumers prefer Florida orange juiceover the competition. The media will receive communications on Florida orange

juice being a good source of antioxidants and vitamin C that can help maintain ahealthy lifestyle, boost energy, and help reduce the severity of colds and the flu.

Media Monitoring

The FDOCs Canadian PR company will provide mediamonitoring services for news coverage featuring orange juice. This will coverCanadian newspaper, trade, and broadcast media. They will also providecounsel to the FDOC on how to address any negative coverage in response tonews stories as they appear.
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Measurements:



Florida Citrus Economic Indicators Report reports US Department of Commercemonthly tracking of US orange juice exports by global region



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Marketing Plan FY 2010-11Korea Grapefruit/Grapefruit Juice

Market Assessment: NEW MARKET

The Florida Department of Citrus has not supported a market development program inSouth Korea for over a decade. Japan has always been, and continues to be, the focusof attention in Asia for Florida grapefruit and grapefruit juice. Moreover, the Japanesemarket has proven capable of consuming an increasing supply of Florida grapefruit,even when prices are high. Florida achieved record exports to Japan for a few years ina row earlier this decade before hurricanes devastated the industry. For this reason, theFDOC has generally preferred to allocate resources to that high-value market instead ofdiluting resources in favor of smaller programs throughout Asia. This situation has notnecessarily changed, but there is growing interest among the Florida citrus industry torestart promotions in Korea. Though Japan remains the top market globally for Floridagrapefruit and there is insufficient supply to fully satisfy demand there, developments

over the years in Korea suggest that it could become another major export market forFlorida grapefruit.

The Korea-United States Free Trade Agreement (KORUS) is the biggest recentdevelopment. Signed in 2007, the KORUS agreement, when implemented, willsignificantly reduce Korean tariffs on U.S. citrus. The 30 percent tariff on grapefruit willbe reduced to zero over five years.1

The tariff on grapefruit juice will be reduced over alonger time frame and, though the FDOC does not typically promote Florida orange

juice in markets outside of the U.S. and Canada, the Korean tariff on frozenconcentrated orange juice will be eliminated immediately upon implementation of theagreement. Florida grapefruit, grapefruit juice, and orange juice exports to Korea have

performed well even under Koreas relatively protectionist regime which suggests thatthe market could grow significantly as tariff barriers come down.

Another important development that points to the potential of this market for Floridagrapefruit is that fresh grapefruit imports from Florida (by volume) grew in 2009-10despite decreased exports to most other markets. Grapefruit exports to Korea in 2009-10 increased 54% to 226,000 cartons, up from 147,000 cartons the previous year.2

One reason for the increase is that in Korea Florida does not face phytosanitary marketaccess issues tied to citrus canker or other diseases. The hurricanes that devastatedthe industry earlier this decade also spread canker and greening, two diseases thathave affected supply and threaten future exports to Japan and Europe. Currently,

Florida grapefruit exports to Europe are permitted so long as they satisfy protocols forcanker treatment. As canker spreads, satisfying these protocols will be increasinglydifficult. The FDOC is working with USDA APHIS negotiators to address this situation,but in the meantime markets like Korea that do not quarantine for canker are becomingthat much more attractive.

1 US-Korea Free Trade Agreement Fact Sheet. http://www.fas.usda.gov/info/factsheets/Korea/commodity-citrus.asp2Florida Department of Agriculture Fruit and Vegetable Inspection Division
http://www.fas.usda.gov/info/factsheets/Korea/commodity-citrus.asphttp://www.fas.usda.gov/info/factsheets/Korea/commodity-citrus.asphttp://www.fas.usda.gov/info/factsheets/Korea/commodity-citrus.asp


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A final impetus to rethink FDOC promotions in Korea was the recent successfulimporter-driven promotion for Florida grapefruit through E-Mart, the countrys largestretail chain. According to USDA FAS officials in Korea, one large importer (Jinwon)worked with the Florida Department of Agriculture to conduct retail promotions with E-Mart during the 2010 season. The promotions were successful and the importer has

expressed interest in continuing them.

The FDOC has always recognized that South Korea is a good market for Florida citrus,but when allocating promotional resources, industry preferences have always been forlarger markets such as Japan and Europe. A combination of factors has recentlycontributed to a fresh perspective on opportunities in Korea for grapefruit and grapefruit

juice. For this reason, beginning with the 2010-11 season, the FDOC intends to furtherinvestigate opportunities in Korea and, by 2011-12, is likely to consider a moreextensive market development program there.

Target Audience:Middle to upper income health conscious women 25+

Objective:

Initially, build awareness and trial for Florida fresh grapefruit and grapefruit juice. Long-term, increase demand and establish a preference and habit for Florida citrus.

Strategies:

The FDOC has not promoted Florida grapefruit or grapefruit juice in Korea for many

years. With this in mind, the FDOCs approach to Korea has short and long termstrategies. In the short term, the FDOC intends to investigate the market to determineits true potential. This will include research into opportunities to promote Floridagrapefruit and grapefruit juice through the retail and foodservice sectors, as well asconsumer research that sets baselines for awareness of Florida grapefruit and itsbenefits. The long-term strategy would be to increase consumer interest in Floridagrapefruit and grapefruit juice by promoting the benefits of grapefruit consumption,highlighting the availability of both products at retail, and offering new servingsuggestions for consumers and foodservice end-users.

Tactics: Retail Promotions

The FDOC will conduct retail promotions with South Korea department stores,supermarkets, and convenience store chains. The promotions will include POSmaterials, flier advertisements, in-store sampling, and expanded shelf presence anddisplays. The promotions will be designed to bring attention to the availability ofFlorida fresh grapefruit while educating consumers on the health and wellnessbenefits of consuming Florida citrus.


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Measurements:




Florida Citrus Economic Indicators Report reports US Department of Commercemonthly tracking of US orange juice exports by global region


Documents

2010-11 International Plan