Cirtus Grower Associates, Inc.

Anyone with half an eye should be able to see the citrus world has changed and, likely, will never be the same again.

And anyone who follows the Lakeland citrus scene should be able to see that the DOC agenda changes whenever the Director changes.

It should not be that way. There should be a constant, focused, effort seeking FCC/DOC actions leading to the Well-Being of Florida’s growers, But, it doen’t always work that way.

In late 2005, a blue ribbon group of 13 citrus leaders was charged with crafting a vision for the Florida citrus Industry (That’s how it was describe in official FCC report of the October 05 meeting). The group was named the Special Industry Committee. (SIC).

The SIC’s final report (dated July 11) was presented to the FCC at its July 2006 meeting. So far as DOC actions are concerned the FCC report for that meeting simply says: “The FDOC should continue to utilize the skills and experience of its staff and agencies to generically market citrus for the benefit of the Florida citrus grower”.

FDOC staff, where fiscally feasible, should conduct research, prepare reports and present to the FCC:–

4/18/2007 FRANK(LY) S.(PEAKING) Bouis CONTINUITY AND CHANGING TIMES Dearly beloved: Change, change change. Anyone with half an eye should be able to see the citrus world has changed and, likely, will never be the same again. And anyone who follows the Lakeland citrus scene should be able to see that the DOC agenda changes whenever the Director changes. It should not be that way. There should be a constant, focused, effort seeking FCC/DOC actions leading to the Well-Being of Florida’s growers, But, it doen’t always work that way. In late 2005, a blue ribbon group of 13 citrus leaders was charged with crafting a vision for the Florida citrus Industry (That’s how it was describe in official FCC report of the October 05 meeting). The group was named the Special Industry Committee. (SIC). The SIC’s final report (dated July 11) was presented to the FCC at its July 2006 meeting. So far as DOC actions are concerned the FCC report for that meeting simply says: “The FDOC should continue to utilize the skills and experience of its staff and agencies to generically market citrus for the benefit of the Florida citrus grower”. BUT, the report had some other, powerful, recommended next steps: FDOC staff, where fiscally feasible, should conduct research, prepare reports and present to the FCC:– Prioritized options for elimination of free-riders to generic advertising. Pros and cons of various marketing strategies, i.e. Florida quality, NFC only, seals and symbols, etc. - Opportunities to partner with (other) producer states and countries. Now, that is forward thinking. Now, almost a year later, we are bogged down and our efforts focused on a will of a wisp idea of a Federal Marketing Order. This is not to say such an order might not be useful. BUT, we should NOT wait on dealing with our problems while that idea is “thrashed” out. Our FCC/DOC state marketing order is ready to hand and can do more than it is being asked to do. And, I think we should be looking into those “opportunities to partner with other producer states and countries” referred to above. I am told Ken Keck, the new DOC Director has discovered the recommendation re investigating “Pros and cons of various marketing strategies, i.e. Florida quality, NFC only, seals and symbols, etc” and that is good, of course. Implicit in the situation is that Brazil has the potential to “swamp” us. Do we differentiate our products, join (somehow) with them, stay ahead (maybe) with new products and forms, or something else. Nothing stands still. We cannot stand the way our leadership works in “fits and starts”. We cannot stand waiting for the potential of a Federal Marketing Order and not use, now, the present power of the FCC/DOC. The old ideas will no longer work. We need the SON OF SIC. A permanent Special Industry Committee. But, this time it should be a grower group. The FCC has to short a view and is to dominated by processors whose view points are too foreign to those of growers. I propose the Grower associations designate members to the new SIC. I think no pertinent public body would refuse expert help. Incidentally, there is a precedent. Many year ago, the orange supply situation looked impossibly great. Someone had the idea of a reserve pool as a supply management device. There was a grower study committee with borrowed expert staff. Well, the point is we have new conditions and new problems. We have the tools to act now and we should use them, now, to deal with the new Florida citrus conditions. In the words of the immortal Pogo, “We have met the enemy and he is us”. Marvin Kahn Frank Bouis POB 8, Yalaha, Fl 34797 frank@bouis.org Back to Current Issues Comments
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Prioritized options for elimination of free-riders to generic advertising.
Pros and cons of various marketing strategies, i.e. Florida quality, NFC only, seals and symbols, etc. -
Opportunities to partner with (other) producer states and countries.

Now, almost a year later, we are bogged down and our efforts focused on a will of a wisp idea of a Federal Marketing Order.

This is not to say such an order might not be useful. BUT, we should NOT wait on dealing with our problems while that idea is “thrashed” out. Our FCC/DOC state marketing order is ready to hand and can do more than it is being asked to do. And, I think we should be looking into those “opportunities to partner with other producer states and countries” referred to above.

I am told Ken Keck, the new DOC Director has discovered the recommendation re investigating “Pros and cons of various marketing strategies, i.e. Florida quality, NFC only, seals and symbols, etc” and that is good, of course.

Implicit in the situation is that Brazil has the potential to “swamp” us. Do we differentiate our products, join (somehow) with them, stay ahead (maybe) with new products and forms, or something else.

Nothing stands still. We cannot stand the way our leadership works in “fits and starts”. We cannot stand waiting for the potential of a Federal Marketing Order and not use, now, the present power of the FCC/DOC.

We need the SON OF SIC. A permanent Special Industry Committee. But, this time it should be a grower group. The FCC has to short a view and is to dominated by processors whose view points are too foreign to those of growers.

I propose the Grower associations designate members to the new SIC. I think no pertinent public body would refuse expert help. Incidentally, there is a precedent. Many year ago, the orange supply situation looked impossibly great. Someone had the idea of a reserve pool as a supply management device.

Well, the point is we have new conditions and new problems. We have the tools to act now and we should use them, now, to deal with the new Florida citrus conditions.

CONTINUITY AND CHANGING TIMES