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Florida Department of Citrus | Company Profile, Marketing Contacts, Media Spend, Brands

Florida Department of Citrus promotes Florida grown citrus products through taxes on the citrus producers and devotes about eighty percent of their budget to the advertising and promotion of Florida Citrus products. The responsibility of the FDOC encompasses regulation of research, production, fertilizing, maturity standards, harvesting, licensing, transportation, packaging and processing. The company is headquartered in Lakeland, FL.

Main Telephone (863) 537-3999
Main Fax (863) 499-2333
Primary Address
605 East Main Street
Bartow, FL 33830

Florida Department of Citrus Contacts

Contacts (4)
Name Title State
Christine M. Deputy Executive Director & Chief Financial Officer FL
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (863) 537-3999
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 605 East Main Street
Bartow, FL

Shannon S. Executive Director FL
Kevin E. Inspector General FL
Samantha L. Global Marketing Director FL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Florida Department of Citrus *
Florida Citrus Growers *
Florida Orange Juice *
Florida Grapefruit Juice *

Agency Relationships

Brand Agency Service From To
******* ****** ******* ***** AOR - creative 1995 present
******* ****** ******* *** ******* AOR - media buying & planning unknown present
******* ********** ** ****** **** *** AOR - creative 2010 present
******* ********** ** ****** *** ******* media buying & planning unknown present
******* ********** ***** **** *** AOR - creative unknown present

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Campaign Imminent: Struggling Florida Citrus hires Edelman to launch ‘new era'

Subject: Earned media, social media, digital, video, event, sponsorship, online

Organization:Florida Dept. of Citrus, state agency established to protect and enhance the quality and reputation of Florida citrus fruit and processed citrus products in domestic and foreign markets. 

Opportunity: disease and declining consumer consumption of orange juice.

However, with PR and retail dominating Florida Citrus’s marketing budget, it’s too soon to herald the national TV campaigns of yesteryear. Therefore, initially focus more on high ROI event and digital dollars that may still be available this fiscal year ended June. Longer-term, put larger pitches together for May, when planning usually begins for the following fiscal year. Note that specific cities being targeted in fiscal 2015-16 include Atlanta; Indianapolis, Nashville; and Ohio’s Columbus, Cincinnati and Dayton. Media is handled in-house. 

Additional Insight

Incumbent: IPG’s Golin had the account for more than 10 years and last defended it in 2013. Last year, due to a plummeting traditional ad budget, longtime advertising AOR Omnicom’s BBDO, Atlanta was taken off the account, along with media AOR PHD.

Marketing Budget: The department’s budget this fiscal year is $32.9 million, $10.7 million of which is dedicated to PR, $6.4 million to retail marketing and $6.9 million for international marketing. This is about half of what Florida Citrus used to spend before 2005, when the fatal bacterial disease Citrus Greening arrived, cutting Florida’s commercial citrus (orange and grapefruit juice) production by about 60%. Back then, TV ads were the anchor of the OJ marketing plan, accounting for half of the total marketing budget. But, the department had to move away from expensive TV buys because of falling revenue. 

Florida Citrus hasn’t run any national TV or display this year, according to Moat. The department’s last TV activity was in Jan-March 2014 ($7.4 million for three flights – targeting right).

Florida Department of Citrus
605 East Main St.
Bartow, FL 33830
(863) 537-3966 (Domestic Marketing)

Tammy Wiard
Director, Retail Marketing
(863) 537-3966

David Steele
Director, Public Relations
(863) 537-3966

Samantha Lane
Public Relations Manager
(863) 537-3966