By Barry Landman, Chairman of the Grapefruit Variety Focus Group of the Citrus Growers Association of Southern Africa (CGA)
As the world marks Sustainable Gastronomy Day on 18 June, conversations about food are extending beyond taste and nutrition. Consumers are paying closer attention to where their food comes from and the impact it has on people and the planet.
Barry Landman (Photo: Grapefruit Variety Focus Group)
Nowhere is this shift more evident than among Generation Z. While Millennials helped propel foods like avocados into the mainstream through wellness culture and social media, Gen Z is bringing a new set of priorities to the table. Sustainability, affordability, authenticity and ethical production are increasingly shaping purchasing decisions alongside health and wellness.
For those of us working in agriculture, this raises an important question: what can the changing values of consumers teach us about how we position fresh produce?
Few food products have undergone a transformation quite like avocados. Twenty years ago, they were a relatively ordinary fruit, but today they are a global food phenomenon and, for many, a symbol of the Millennial generation. Their success wasn’t driven solely by taste or nutritional value. It was driven by culture.
Avocados became popular because of a combination of wellness trends, social media, brunch culture and aspirational lifestyles. Their versatility also played an important role, as they could be used in different meals and snacks throughout the day. They weren’t just a food product, they were a reflection of how a generation wanted to be seen in the world.
For those of us working in agriculture today, the avocado story offers an important lesson. The real lesson is not that every fruit should try to become the next avocado. It is that consumers increasingly choose products that align with their values, and those values are constantly evolving.
Millennials helped fuel the rise of wellness culture by embracing healthy eating, organic products and the idea that food could be both nutritious and fashionable. Social media amplified these trends as they posted beautiful photos of their ‘Instagram-worthy’ meals.
Gen Z shares many of those interests, but their priorities are broader. Health and wellness remain important, but growing up in a world shaped by climate concerns, economic uncertainty and constant digital connectivity has influenced how they think about consumption.
They are asking different questions: Where does this product come from? How was it produced? Is it worth the money? For food producers, these shifts matter and we need to understand them and how they impact the demand for a product.
For decades, fresh produce marketing largely focused on product attributes. We told consumers that something was healthy, nutritious or high quality and assumed that would be enough. But it no longer is.
Consumers today are surrounded by choice, and nutritional benefits alone rarely differentiate a product because every fruit and vegetable can make some form of health claim. What sets products apart is their ability to connect with broader consumer values and lifestyles. This is particularly relevant for agricultural products that have historically struggled to attract younger consumers.
As grapefruit growers, we have experienced this challenge firsthand. For years, grapefruit has been associated with older generations, winter breakfasts, and cold-and-flu remedies. Yet many of the characteristics that resonate with younger consumers already exist within the category.
Grapefruit is versatile, affordable and nutrient rich. It can be incorporated into everything from salads and smoothies to desserts and summer drinks. It also has a relatively long shelf life, which helps to reduce household food waste, an increasingly important consideration for environmentally conscious consumers.
At a time when younger consumers are becoming more mindful of the environmental impact of their purchasing decisions, these attributes matter. They are thinking about reducing waste, maximising the use of what they buy, and supporting food systems that are produced responsibly.
This creates an opportunity for categories that may not traditionally have been associated with younger consumers. The challenge is not to change the product, but to change the conversation around it.
We’ve already seen this shift in the way younger consumers engage with food online. Social media platforms and influencers are driving food discovery, recipe inspiration and purchasing decisions. Products that successfully show up in online conversations can quickly gain relevance among audiences that may previously have overlooked them.
For South African SummerStar Ruby grapefruit growers, this insight has shaped our own approach to marketing. Rather than focusing solely on the fruit itself, we have sought to position grapefruit within broader conversations around wellness, summer lifestyle and sustainability.
We launched the campaign in Europe last year, and we’re already seeing a shift in perception. During summer 2025, 67 % of SummerStar Ruby’s Instagram followers and 98 % of its TikTok followers were between the ages of 18 and 34, suggesting that younger audiences are willing to engage with a category that has traditionally struggled to reach them.
Consumption growth won’t happen immediately and history shows that category transformation doesn’t happen overnight. Changing perceptions takes time, and marketing campaigns cannot manufacture cultural relevance in just one season. You need sustained rather than sporadic marketing efforts. I do, however, believe that the future of fresh produce marketing will belong to those who understand not only what consumers eat, but why they choose to eat it.
The avocado success story was never really about the fruit, but about a generation and the values it embraced. The same will be true for Gen Z. The food products that succeed in the coming years will not necessarily be the healthiest, the cheapest or even the most innovative. They will be the products that best reflect the priorities, aspirations and values of a new generation of consumers.
For growers and food producers alike, that may be the most important lesson of all.
SummerStar Ruby builds on 2025 momentum with new markets, retail partnerships and an elevated digital campaign
SummerStar Ruby Grapefruit growers have officially launched the 2026 European summer campaign, expanding into new European markets — France and the Netherlands — and scaling retail and digital activity following a strong debut season.
Backed by a coalition of growers within the Citrus Growers’ Association of Southern Africa (CGA), the initiative aims to reposition grapefruit in Europe. Last year the group launched a new brand – SummerStar Ruby Grapefruit – with a clear mandate: to shift perceptions from bitter and old-fashioned, to sweet and tangy and relevant for young and modern consumers. Participating growers contribute voluntarily to a collaborative marketing fund to drive long-term category growth.
Building on a breakthrough 2025 season
The 2025 campaign targeted Germany and focused on digital brand-building, growing awareness through influencer marketing and public relations, and building strong partnerships within the supply chain.
“Last year was about fundamentally changing how consumers see grapefruit through clear, consistent messaging,” says Nicci Stewart, SummerStar Ruby marketing lead. “We positioned SummerStar Ruby as sweet, tangy and incredibly versatile. It’s not just a breakfast fruit, but something consumers can enjoy throughout the day, from post-workout snacks to salads and cocktails.”
Early indicators suggest the strategy is gaining traction, with positive sentiment across media and social platforms, and increased engagement from retail and supply chain partners.
The campaign also coincided with a strong export season. South Africa packed 15.3 million cartons of grapefruit in 2025, a 7 % increase on the previous year, supported by favourable growing conditions and stable pricing.
Scaling up: new markets and stronger retail integration
This year the growers are expanding in Germany, while also setting their sights on France and the Netherlands. The team will ramp up last year’s efforts and introduce new ways to grow awareness and demand.
Retail partnerships will play a central role, with in-store promotions across all three markets designed to establish SummerStar Ruby as a recognisable consumer brand. QR-coded stickers have been pasted on individual fruits — linking shoppers to a language-specific landing page containing recipes and product information. All promotional activity will be tracked to measure sales impact and optimise future campaigns.
“We’re moving from awareness to action. This year is about converting interest into consistent purchase behaviour,” says Stewart. Digital activity will also scale, with even more engaging content on our owned channels and an increased investment in high-performing content creators across food, health and lifestyle. Last year our influencer content received over 9 million views and tens of thousands of engagements and likes.”
A user-generated recipe competition has also been launched on social media to encourage consumers to experiment with grapefruit in multiple ways over the summer.
The expansion comes as export volumes are expected to rise by a further 16 % in 2026, providing the supply needed to support growing demand.
Looking ahead
While it remains early to quantify the full commercial impact of the campaign, growers believe the category is at an inflection point.
“We’re seeing meaningful shifts in perception, alongside growing engagement across the value chain,” says Barry Landman, Chairman of the Grapefruit Variety Focus Group. “From the outset, the growers aligned around a single goal: urgently change how grapefruit is perceived, particularly among younger consumers. What started as a bold repositioning effort is now evolving into a scalable growth platform for grapefruit in Europe. I’m pleased with the direction and believe that the foundations are in place for SummerStar Ruby to become a staple of the European summer.”
Malibu announced the release of Malibu Pink, a bold and bright new flavour innovation that proves summer energy can be served up 365 days a year. Bursting with the fruity flavour of guava, pineapple, and coconut and a playful pink colour, this new release is bringing a fresh twist to the rum aisle.
This new expression features guava at its heart, complemented by pineapple and Malibu’s signature coconut for a tropical taste. As exotic flavours like guava transition from specialty to mainstream1, Malibu Pink delivers an on-trend spirit. Whether mixed with lemonade or enjoyed as a shot, Malibu Pink offers a sun-soaked experience in every sip. Later this spring, Malibu will release a new pink-drenched campaign alongside activations and partnerships to put a playful twist on Malibu’s Do Whatever Tastes Good ethos.
“Malibu has always been the go-to drink for those seeking a tropical and exotic experience. With the launch of Malibu Pink, we’re pairing familiar favourites like coconut and pineapple with new guava-led notes as the next evolution in tropical flavour transporting summer-seekers on a new adventure,” said Saragh Killeen, US Brand Director, Malibu.
Malibu Pink joins Malibu’s portfolio of vibes-inducing drinks including Malibu & Dole Ready-to-Drink Cocktails. This juicy collaboration hit shelves January 2026, putting the summer mindset year-round in a new convenient format. The Malibu & Dole Ready-to-Drink cocktails are inspired by the #1 way people enjoy Malibu2 and bring together the coconut essence of Malibu with real rum, real pineapple juice from Dole, crisp sparkling water and other natural flavours for a tropical and refreshing taste. This new variety 8-pack includes 4 juicy flavours: Pineapple, Pineapple Mango, Pineapple Strawberry and Pineapple Dragon Fruit. This new range has only 130 calories per 12oz can and is free from artificial sweeteners or colours.
1Uren | 2026 Flavour Trends to Watch 2IWSR 2023
SummerStar Ruby is a new variety of grapefruit being sold across Europe this summer. Sweet and tangy, it hails from sunny South Africa and is bringing fresh inspiration to summer menus all over the continent.
But this grapefruit is more than just delicious, it’s grown with sustainability and ethical farming at its core. As today’s consumers increasingly seek products that meet high environmental and social standards, SummerStar Ruby stands out as a responsible choice.
So, what are the growers doing to ensure that what consumers find on supermarket shelves meets these expectations?
Smart water use and adapting to a changing climate
SummerStar Ruby growers use a range of water-saving methods, including Regulated Deficit Irrigation, low-flow drip irrigation, and other smart irrigation systems, such as soil moisture sensors and weather-based irrigation scheduling.
Thanks to South Africa’s summer rainfall, the fruit requires on average about 45% less water than other citrus products.
The variety is also well-suited to the country’s semi-arid climate. They have a strong tolerance to heat stress and saline irrigation, which also makes them adaptable to changing climate conditions.
Precision agriculture innovations for lower impact
In addition to smart irrigation practices, the growers are embracing other advanced technologies to improve efficiency and reduce environmental impact. Drone technology is widely used for aerial monitoring, helping growers assess canopy health, detect pest infestations early, and identify areas of stress across large orchards. GPS-guided equipment ensures fertilisers and crop protection products are applied accurately, minimising overlap and environmental impact.
Many farms also use farm management software that consolidates data from weather stations, field sensors, and satellite imagery, helping growers make informed decisions about planting, harvesting, and resource allocation. Together, these tools form a data-driven ecosystem that supports sustainable and high-performance grapefruit production.
Healthier growing practices
Healthy soils are key to healthy fruit. SummerStar Ruby growers use cover cropping and organic mulching to improve soil structure, capture carbon, prevent erosion, and stimulate additional biological activity.
They also widely implement Integrated Pest Management – using natural predators and biological pest control over chemicals wherever possible.
Certifications that matter
Consumers can be confident that SummerStar Ruby Grapefruits are cultivated under strict sustainability standards. Many growers hold certifications such as GlobalG.A.P., SIZA and Rainforest Alliance, which ensure responsible farming practices that focus on soil health, biodiversity conservation, water quality and responsible pesticide use.
A commitment to ethical labour
Given South Africa’s history, ethical labour is taken seriously. To help manage this, the local fruit industry developed the Sustainability Initiative of South Africa (SIZA), a third-party audit system based on national labour laws and additional retailer requirements. The framework ensures fair wages, safe working conditions, freedom of association and zero tolerance for bonded or child labor.
Worker welfare programmes further support economic transformation and skills development, while independent and transparent grievance mechanisms provide fair processes for dispute resolution.
Investing in local communities
Growers also invest in long-term development initiatives that support the communities around their farms. This includes funding for local schools, providing scholarships for children of farm workers, and partnering with NGOs on early childhood development initiatives.
Healthcare access is also prioritised, with farm communities receiving regular access to mobile clinics and wellness campaigns.The growers also support housing improvements and transport services for seasonal workers, which helps to ensure dignity and safety beyond the workplace.
Community nutrition programmes, youth sport sponsorships, and skills development workshops further demonstrate the growers’ dedication to holistic well-being.
SummerStar Ruby Grapefruit is therefore a sustainably grown, ethically produced, and climate-smart fruit. European consumers can enjoy its sweet, tangy flavour this summer – knowing it has been produced with care for people and the planet.
*by Barry Landman, Chairman of the Grapefruit Variety Focus Group, Citrus Growers’ Association (CGA) of Southern Africa
Carlsberg Britvic is expanding its 7UP range with 7UP Pink Lemonade, a zero-sugar variant that delivers the ultimate refreshment with its lemon, lime and raspberry flavour.
7UP is the number one lemon and lime brand in GB1 and this represents its first launch since 2020. 7UP Pink Lemonade looks to capitalise on the growing role of innovation in driving growth in the flavoured carbonates category, which, over the last three years has accounted for 35 % of total flavoured carbonates value growth2. With its zero-sugar recipe, it provides an appealing alternative for consumers seeking no-sugar options without compromising on taste or refreshment.
Research from the brand has shown that the colour pink cues flavour, hydration, and refreshment3, making the eye-catching pink liquid and packaging a key factor in driving shopper engagement. Flavour is the number one consumer choice driver4 so, to tap into that trend and add variety to the 7UP range, Pink Lemonade offers a refreshing new option that caters to both loyal brand fans and new shoppers looking for something different.
Ben Parker, VP Sales – Off Trade, Carlsberg Britvic, said: “7UP Pink Lemonade represents a fresh twist for what is such a popular brand. As one of the largest brands in the fruit-flavoured carbonates retail space, bringing in £77m in Retail Sales Value5, it presents an exciting opportunity for consumers and retailers. We want to continue growing the category with exciting innovation, offering a drink that not only delivers on taste but also visually stands out on shelves to catch the eye of shoppers. We really look forward to seeing consumers trying the product and retailers and stockists benefiting from a launch that creates a buzz in the soft drinks space.”
7UP Pink Lemonade is available in 330 ml cans, 500 ml bottles (both in plain or price-marked packs), two litre bottles and multipacks of eight 330 ml cans.
1Nielsen IQ RMS, Carlsberg Britvic Defined Fruit Carbonates, GB Total Coverage, Value Sales, L52 wks, w/e 05.04.25 2Nielsen RMS, Carlsberg Britvic defined Fruit Carbonates, GB Total Coverage, Value Growth, 52 w/e 29.03.25, 52 w/e 30.03.24, 52 w.e 01.04.23 3Shopper Centric – Health and Wellbeing Pre- evaluation, June 2024 4Greenshots, Britvic Shopper Research, 2024 5Nielsen IQ RMS, Britvic Defined Fruit Carbonates, GB Total Coverage, Value Sales, L52 wks, w/e 05.04.25
The Interprofessional of Lemon and Grapefruit of Spain has also requested “the application of ethylene in citrus” in organic production “because unlike what happens in other fruits or vegetables, does not induce ripening but only to change the color of the skin”.
Both comments have been submitted as part of the consultation period that the European Commission has opened on the draft regulation authorizing products and substances to be used in organic production.
The Interprofessional Association of Lemon and Grapefruit of Spain (AILIMPO) has submitted a proposal to the European Union for the food industry BIO products to replace the use of citric acid (E-330) by organic lemon juice “for being a totally effective and natural alternative“. The proposal has been presented by AILIMPO in the framework of the consultation period that the European Commission has opened on the Draft Implementing Regulation authorizing certain products and substances for use in organic production and establishing their lists.
(Photo: Zumo)
“We have requested the elimination of the authorization of this substance (citric acid E-330) as a preservative in food additives because it is perfectly substitutable in the processes by organic lemon juice whose main component is natural citric acid, whose production in Europe fully guarantees its availability “, said from AILIMPO, while recalling that Spain is a community leader in production and processing of lemon.
AILIMPO, in favor of using ethylene in organic citrus
In addition, AILIMPO has also submitted an observation to be able to use ethylene. The draft regulation establishes an important limitation for its use in organic citrus. This substance is used so that, once the internal maturity of the fruit is reached, the skin changes its green color to the characteristic color of the species and variety. This process is called degreening.
Since its use is restricted to organic citrus as part of a fruit fly prevention strategy, it could not be used for degreening. However, “the application of ethylene in citrus, unlike what happens in other fruits or vegetables, does not induce ripening but only to change the color of the skin,” clarified from AILIMPO whose position is not to limit the use of ethylene in organic citrus.
“AILIMPO has an important commitment to sustainability as is being made visible through the Welcome to the Lemon Age campaign,” they remind. The organic production of lemon and grapefruit has great relevance in its activity, hence the involvement of interprofessional in defending the interests of this sector. Therefore, AILIMPO has already moved this position also to the European organization FRESHFEL EUROPE, the Spanish Ministry of Agriculture, Fisheries and Food, the citrus Autonomous Communities, and the Councils of Organic Agriculture involved in order that their contributions to this draft implementing regulation take into account the considerations of the sector.
Below are the links to AILIMPO’s contributions to the public consultation of the Regulation.
About AILIMPO AILIMPO is a national interprofessional, based in Murcia, officially recognized by the Ministry of Agriculture, Fisheries and Food of Spain and the European Commission, which represents the economic interests of producers, cooperatives, exporters and processors of lemon and grapefruit in Spain, a sector in which Spain is a world leader in fresh exports and ranks second in the ranking of processing countries, with an annual turnover of 700 million euros, generating 20,000 direct jobs and a turnover in ancillary industries of more than 250 million euros.
All Oranges 45.0 Million Boxes
The 2017-2018 Florida all orange forecast released today by the USDA Agricultural Statistics Board is 45.0 million boxes, unchanged from the March forecast. The total includes of 19.0 million boxes of non-Valencia oranges (early, midseason, and Navel varieties) and 26.0 million boxes of Valencia oranges.
Non-Valencia Oranges 19.0 Million Boxes
The forecast of non-Valencia production is unchanged at 19.0 million boxes. The Row Count survey conducted March 27-28, 2018, showed 99 percent of the early-midseason rows are harvested. Estimated utilization for non-Valencia oranges to April 1, with an allocation for non-certified fruit, is 18.9 million boxes. The Navel forecast, included in the non-Valencia portion of the forecast, remains at 500 thousand boxes, 3 percent of the non-Valencia total.
Valencia Oranges 26.0 Million Boxes
The forecast of Valencia production is unchanged at 26.0 million boxes. Final fruit size is below average, requiring 236 pieces to fill a 90-pound box. Final droppage is above the maximum. The Row Count survey conducted March 27-28, 2018 showed 38 percent of the Valencia rows are harvested.
All Grapefruit 4.00 Million Boxes
The forecast of all grapefruit production is lowered 650 thousand boxes to 4.00 million boxes. The white grapefruit forecast is lowered 100 thousand boxes to 750 thousand boxes. The red grapefruit forecast is lowered 550 thousand boxes to 3.25 million boxes.
Estimated utilization to April 1, with an allocation for non-certified use, of white grapefruit is 715 thousand boxes and of red grapefruit is 3.22 million boxes. The Row Count survey conducted March 27-28, 2018, indicated 94 percent of the red grapefruit rows and 92 percent of the white grapefruit rows are harvested.
Tangerines and Tangelos 770 Thousand Boxes
The forecast for the tangerine and tangelo production is lowered 110 thousand boxes to 770 thousand boxes. If realized, this production level will be 52 percent less than last season’s production. This forecast number includes all certified tangerine and tangelo varieties…
Please download the full citrus crop production forecast: www.nass.usda.gov
Turkey produced 4.3 million MT of citrus, including orange, lemon, mandarin, and grapefruit in MY 2016/17.
Turkey is the eighth ranked country in the world for citrus production with a 2.7 percent share. Citrus production in Turkey is 63 percent above the amount that is consumed domestically.
Turkish producers have started to search for new varieties from the other leading citrus producing countries in order to improve domestic production and capture new export markets.
Approximately half of the total citrus production is exported, with an export value of $880 million. Top export destinations are Russia and Iraq, followed by Ukraine.
Turkish citrus exporters would prefer more diversified export markets to avoid complications from any political tensions.
The 2017-2018 Florida all orange forecast released today by the USDA Agricultural Statistics Board is 46.0 million boxes, down 4.00 million boxes from the November forecast. If realized, this forecast will be 33 percent less than last season’s production and the least since the 1944-1945 season of 42.2 million boxes. The forecast consists of 19.0 million boxes of the non-Valencia oranges (early, midseason, and Navel varieties) and 27.0 million boxes of the Valencia oranges. Regression data used are from the 2007-2008 through 2016-2017 seasons. For those previous 10 seasons, the December forecast has deviated from final production by an average of 6 percent, with 8 seasons above and 2 below, with differences ranging from 16 percent below to 16 percent above. All references to “average”, “minimum”, and “maximum” refer to the previous 10 seasons unless noted.
Non-Valencia Oranges 19.0 Million Boxes
The forecast of non-Valencia production is lowered 2.00 million boxes to 19.0 million boxes. Current fruit size is below average and projected to be below average at harvest. Current droppage is above the maximum and is projected to be above the maximum until harvest. The Navel forecast, included in the non-Valencia forecast, is lowered to 500 thousand boxes, and is 3 percent of the non-Valencia total. Final Navel size is below average and droppage is well above the maximum.
Valencia Oranges 27.0 Million Boxes
The forecast of Valencia production is reduced 2.00 million boxes to 27.0 million boxes. If realized, this will be the smallest Florida Valencia crop since the 1949-1950 season. Current fruit size is below average and is projected to be below average at harvest. Current droppage is above the maximum and projected to be above the maximum at harvest.
All Grapefruit 4.65 Million Boxes
The forecast of all grapefruit production is unchanged at 4.65 million boxes. If realized, this forecast will be 40 percent less than last season’s production and the least recorded since the 1918-1919 season. The white grapefruit forecast is unchanged at 850 thousand boxes. The red grapefruit forecast is unchanged at 3.80 million boxes. Projected fruit size of white grapefruit at harvest is above average while projected droppage is above the maximum. Projected fruit size of red grapefruit at harvest is projected to be above average and droppage is projected to be above the maximum.
Please download the full citrus crop production forecast: www.nass.usda.gov
All Oranges 50.0 Million Boxes
The 2017-2018 Florida all orange forecast released by the USDA Agricultural Statistics Board is 50.0 million boxes, down
4.00 million boxes from the October forecast. If realized, this forecast will be 27 percent less than last season’s production and the least since the 1945-1946 season of 49.0 million boxes. The forecast consists of 21.0 million boxes of the non-Valencia oranges (early, midseason, and Navel varieties) and 29.0 million boxes of the Valencia oranges. Regression data used are from the 2007-2008 through 2016-2017 seasons. For those previous 10 seasons, the November forecast has deviated from final production by an average of 7 percent, with 8 seasons above and 2 below, with differences ranging from 9 percent below to 19 percent above. All references to “average”, “minimum”, and “maximum” refer to the previous 10 seasons unless noted.
Non-Valencia Oranges 21.0 Million Boxes
The forecast of non-Valencia production is lowered 2.00 million boxes to 21.0 million boxes. Current fruit size is below average and projected to be below average at harvest. Current droppage is above the maximum and is projected to be above the maximum until harvest. The Navel forecast, included in the non-Valencia forecast, is unchanged at 600 thousand boxes, and is 3 percent of the non-Valencia total. Current Navel size is above the maximum, and droppage is above the maximum.
Valencia Oranges 29.0 Million Boxes
The forecast of Valencia production is reduced 2.00 million boxes to 29.0 million boxes. Current fruit size is below average and is projected to be below average at harvest. Current droppage is above the maximum and projected to be above the maximum at harvest.
All Grapefruit 4.65 Million Boxes
The forecast of all grapefruit production is lowered 250 thousand boxes to 4.65 million boxes. If realized, this forecast will be 40 percent less than last season’s production and the least since the 1918-1919 season of 3.50 million boxes. The white grapefruit forecast is lowered 50 thousand boxes to 850 thousand. The red grapefruit forecast is lowered 200 thousand boxes and is now at 3.80 million boxes. Projected fruit size of white grapefruit at harvest is below average while projected droppage is above the maximum. Projected fruit size of red grapefruit at harvest is projected to be above average and projected droppage is projected to be above the maximum.
Tangerines and Tangelos 950 Thousand Boxes
The forecast for the tangerine and tangelos is reduced 50 thousand boxes to 950 thousand, 41 percent less than last season’s production. This forecast number includes all certified tangerine and tangelo varieties.
Please download the full citrus crop production forecast: www.nass.usda.gov
All major citrus growing regions in Florida were indeed affected by Hurricane Irma which devastated our state for more than 24 hours September 10th and 11th. At this time there are no precise reports giving an accurate measure of the full impact. Please keep this in mind as you read and hear those that are surfacing.
RC Treatt continues to provide contingency for the US operation should it be required, however the good news for our customers is that Treatt USA are already back up and running. We are also happy to remind our customers that we source raw materials from all over the globe, and operate in this manner to provide the best possible quality and service, continuity of supply, and risk mitigation.
Unfortunately we cannot yet say with any certainty exactly how much of Florida’s orange and grapefruit crops were lost or how many trees have been damaged. We do know there will be a reduction in the crop, which was previously forecasted to increase for the first time in five years. We have heard losses for oranges as low as 30 % and up to 80 %. Only time will tell. We anticipate the crop now being somewhere in the neighborhood of 40-55 million boxes, a huge decrease from last season’s 68.7 million boxes.
While we certainly appreciate everyone’s anxiety over the crops, we also recognize that our Florida growers have not only groves to rebuild but also lives, and we offer heartfelt sympathies to these men and women who have an unbelievable amount of drive and resilience.
We must also consider that Mexico was hit by not only Hurricane Katia, which will have an impact on both grapefruit and orange crops, but also with an incredibly strong earthquake measuring 8.2 on the Richter scale. Damages from these natural disasters are also still being assessed.
The 2016-2017 Florida all orange forecast released by the USDA Agricultural Statistics Board is up 200,000 boxes from last month, and is now at 68.7 million boxes. The total comprises 33.0 million boxes of non-Valencia oranges (early, midseason, and Navel varieties), unchanged from last month, and 35.7 million boxes of Valencia oranges, up 200,000 boxes from last month.
The forecast of all Florida grapefruit production is unchanged at 7.80 million boxes. Of the total grapefruit forecast, 1.50 million boxes are white and 6.30 million boxes are the red varieties. The Florida all tangerine and tangelo forecast remains at 1.62 million boxes.
The forecast includes 600,000 boxes of the early tangerines (Fallglo and Sunburst), 210,000 boxes of Royal tangerines, 530,000 thousand boxes of Honey tangerines, and 280,000 boxes of tangelos. The Frozen Concentrated Orange Juice (FCOJ) yields as reported by the Florida Department of Citrus (FDOC), Report No. 39, for the period ending July 1, 2017, at 42 °Brix are: all oranges at 1.416618 gallons per box, late (Valencia) portion at 1.536500 gallons, and non-Valencia oranges at 1.336596 gallons.
Please download the full citrus crop production forecast: www.nass.usda.gov
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