European Stars And Stripes (Newspaper) - July 13, 1988, Darmstadt, Hesse                                Agazine sorting Citrus image makers Hope to convince americans that Orange juice is As refreshing As any other drink. Pouring on the hype for Ora by Mike Flores associated Pressa americans Are losing their taste for Orange juice and the demand for fresh Grapefruit has soured at a time when the Florida Groves Are Laden with a bumper crop. That has the billion Dollar Florida Citrus Industry worried worried enough to fight Back with a proposed $72 million promotional Campaign. For the first time since such statistics have been kept retail sales of Orange juice Florida s Premier Citrus product have declined two years in a Row. So has the demand for Grapefruit juice but that s not As serious since much less of the crop goes into juice. Orange juice is facing increased Competition from other juices diluted products and soft drinks says Dan Gunter executive director of the Florida Citrus department. Image makers have some concerns about fresh fruit too. Fresh Citrus products Lack identity especially fresh Grapefruit Gunter told the Florida Citrus commission recently. The department charged with the promotion and marketing of the state s fresh and processed Citrus products is proposing some hard hitting programs and increased budgets for the 1988-89 season. Merchandising and publicity campaigns Are being mounted in the United states to try to convince people that Orange juice is just As refreshing As any other beverage and probably much better for them. We want to maintain Orange juice As the Gold Standard of juices says the Citrus department s marketing director Bill Gordon. Surveys show that the Orange juice Market share dropped 6 percentage Points from 1980 to 1987, while Apple juice gained 6 Points. Orange juice sales Are at 59 percent of the juice Market with Apple juice solidifying its hold on second place at 17 percent. Florida expects to produce 140 million 90-Pound boxes of oranges this season 90 percent of which will go into processed juices. The current Grapefruit crop is estimated at a near record 53 million 85-Pound boxes with production expected to soar to about 60 million boxes by the mid 1990s. Most of the state s Export Grapefruit is grown in the Indian River Section of the Citrus Belt. Excellent growing conditions ample rainfall Early in the season and mild Winter weather have resulted in outstanding crops since the 1983 and 1985 freezes which devastated the Northern sections of the Citrus Belt. There can be Little doubt left that our Industry is making a Strong recovery from problems encountered earlier this decade Gunter says. The projected Orange crop for this season would be the largest since the 1980-81 season when 172 million boxes were picked. The fruit just kept right on growing says Bob Terry Citrus statistician with the Florida agricultural statistics service in Orlando. In the coming season the department wants to spend $39.4 million to promote Orange juice sales a 17.3 percent hike Over the current $33.6 million. The problem is rather More complicated with Grapefruit fresh or otherwise since it is seen As dour and sour an unglamorous sort of Lump for today s life styles. A recent study shows that americans have quit spooning up the tarty fresh fruit by almost two pounds per capita since the 1970s. Some say it is no longer trendy and that nutrition conscious Consumers have forgotten about it in favor of More glitzy and More heavily promoted products. Gunter and his Crew want to develop an image and identity for fresh Grapefruit in the modern world making it in computer terms More user  about half of the Grapefruit crop is sold As fresh fruit. For the even More difficult Job of Selling 100 percent pure Grapefruit juice special to commercials Are being test marketed in support of merchandising and Public relations campaigns to explain the health benefits of Grapefruit juice Over other juices and beverages. The commercials emphasize the unique clean tasting and invigorating attributes of the juice and Are aimed primarily at women 25-54, a category of steady users. The proposed budget for promoting processed Grapefruit juice is $11.6 million up 62.1 percent from the $7.2 million being spent this season. The department s proposed fresh fruit spending plan for 1988-89 is $21.7 million an increase of 38.7 percent from the current $15.7 million. While the Domestic demand for fresh Florida Grapefruit has declined the Export markets have expanded dramatically Over the past two seasons and overseas shipments Are expected to set records in volume and value this year. I be never seen the situation any better says grower . Parrish or. Of Titusville. Japan is by far the state s Best Grapefruit customer importing almost 9 million Cartons about 42 pounds each last season. State Citrus officials Are working closely with american Trade representatives trying to persuade Japan to expand its quotas for the fruit. The Citrus department also plans a stepped up promotion Campaign in other Pacific rim countries and Europe. Robert Behr state director of economic and Market research describes the problem this Way the question is whether we can respond to those increases in production and help demand grow accordingly to absorb  wednesday july 13, 1988 the stars and stripes Page 13