The FDOC will launch its multi-faced marketing campaign, including six new television commercials on election day - Tuesday 2 November - encouraging consumers to drink more orange juice for its many health benefits.
"The health claims we'll be talking about are the ability of orange to juice to help fight against colds and flu by building up the immune system," Andrew Meadows from the Florida Department of Citrus told NutraIngredientsUSA.com.
The citrus growers in Florida were hard hit by the hurricanes that ransacked the region last month, but Meadows says the decision to promote the health benefits of oranges had been taken earlier this year.
"We decided back in January that consumers needed reminding that orange juice is rich in nutrients such as vitamin C, folic acid and potassium," said Meadows.
Despite the huge damage caused by the atrocious weather, Meadows is not worried about there being a lack of fruit this year.
He said that a survey carried out on 12 October showed that 32 percent of the orange, tangerine and grapefruit crops had been affected by the hurricanes, meaning that the overall harvest is down about a third on last year. But, added: "We have a large inventory of fresh oranges and so the effect on consumers will be minimal."
A report published yesterday by the FDOC Economic and Market Research Committee, estimated that retail orange juice prices, which have declined slightly over the last four years, may increase slightly this year by around 1 cent per serving.
Moreover, it seems as though manufacturers too have little reason to be over-anxious about supply as long as the weather remains somewhat calmer this year.
"The outlook for Florida citrus for the coming year is positive. The estimated orange crop combined with ample juice reserves, will provide enough for increased US consumption," said Robert Norberg, FDOC's director of economic and market research.
The new television spots have been created to show orange juice as a simple, tasty route to good nutrition and health. Some of the adverts in the campaign, though, will go further than this and will promote general nutrition including how to lessen the severity of colds and flu and tips on maintaining good heart health.
All, however, will close with the simple solution: drink a daily glass of Florida orange juice, and end with the tag line, "Florida Orange Juice: Healthy. Pure & Simple".
North America is by far the biggest global market for juice and nectars, according to industry analysts Canadean, accounting for over 35 percent of sales. Canada's consumption has risen by more than 45 per cent since 1997, giving Canadians the highest per capita consumption in the world.
While the US is the biggest single market in pure volume terms, it is Canada and Germany which lead the pack when it comes to per capita consumption. Orange is particularly popular there, with a share some 18 percentage points higher then the global average.
Total consumption in the US declined slightly in 2002 and is expected to have grown only modestly during 2003.