Florida citrus demand remains steady despite historical production decline
Despite the dramatic production decline of Florida citrus in the past 10 years, demand for the category remains resilient and ready to support a long-awaited industry comeback.
By Sandra Gutiérrez G.
Despite the dramatic production decline of Florida citrus in the past 10 years, demand for the category remains resilient and ready to support a long-awaited industry comeback.
According to Marisa L. Zansler, Director of the Economic and Market Research Department of the Florida Department of Citrus in Bartow, brand awareness has stayed consistent thanks to continuous financial efforts that support category promotion.
“The investment reinforces what the Florida Sunshine Tree stands for in the minds of consumers: quality, genuineness, freshness and a product cultivated by citrus-growing families,” the expert writes for specialized news outlet Citrus Industry.
In the past decade, Sunshine State producers have been hit on multiple fronts, including the decimating effects of greening disease and the devastation of hurricanes, resulting in lower yields and lower-quality fruit. These factors compound an already dire scenario marked by shrinking acreage and high input costs, leading to an 85 percent drop in production since 2016.
Climate change has proven an inescapable and unpredictable challenge, but the industry has been making strides in the fight against greening disease. Innovations such as new genetically modified, disease-resistant varieties and ground-breaking inoculating treatments shine a light at the end of the tunnel, setting the sector up for a comeback that, according to Zansler, consumers in the United States are more than ready for.