BARTOW, FL - Florida citrus is a hallmark for many, a childhood of Navel oranges and memories warmed into nostalgia. It is also a reckoning: of resilience, of challenge, of championing a changing category that is choosing to evolve. Continuously. As we approach the IFPA’s Global Produce & Floral Show on October 14–16, the Florida Department of Citrus is bringing the category to the trade show floor with new strategies and solutions to share with attendees.

“Florida Citrus is known worldwide for producing the juiciest, sweetest varieties of oranges, grapefruit, and tangerines,” Shannon Shepp, Executive Director, shares with me. “Its reputation is generations-strong, and consumers know and look for citrus from Florida. Despite recent challenges, Florida citrus growers have remained resilient and steadfast in the care of their groves while constantly innovating to produce the premium product consumers love.”

As Shannon explains, one area of innovation is the state’s latest variety development, which has produced not only more disease-tolerant fruit, but fruit that’s as juicy as ever. By maintaining the same characteristics consumers have come to expect, these varieties are lifting the whole category. By adding consistency in flavor and eating experience, Florida Citrus is making a difference.

In many ways, Florida Citrus’ programs and services speak to the challenges and dynamics the industry is working through today.

“The challenges the industry faces with citrus greening are worldwide, but the Florida citrus industry stands as an example of innovation and commitment to producing the exceptional quality that consumers want and retailers expect,” Shannon reflects.

Florida Citrus will have representatives from its executive leadership team, along with members of its marketing and scientific research departments. Attendees will have the opportunity to connect with staff regarding retail options, nutrition information, and delicious Florida Citrus.

Check out booth #4058 and find out more about a category in transformation. See you all in Orlando!