From January, Florida citrus growers will unite with a new Florida sunburst logo to make it easier for UK consumers to identify citrus produce from the region.

The symbol signifies the high quality of Florida fruit which, according to the Florida Department of Citrus's (FDOC) scientific research department, has 'standards which are the most comprehensive in the world, ensuring the perfect balance between the fruits' natural sugars and acidity, which gives the fruit its distinctive taste.' Within the new logo, the letter 'O' has been enhanced to resemble a sunburst, and is the result of considerable consultations with exporters and growers.

Mike Burge, the FDOC's international marketing specialist, was in London this week to promote the benefits of Florida citrus, and spoke to freshinfo about the new logo.

'More than 8,000 people agreed on the logo,' Burge explained of the department's different producers, 'and more than 80 per cent of our exports will be signed up to use the logo within the next five years or so.

'The logo is their assurance to the consumer that the product is 100 per cent Florida. It ties together all the contributing factors.' As such, the FDOC is re-targeting its advertising towards consumers rather than retailers and is incorporating the new logo into this.

'UK sales are up considerably on last year,' revealed Burge, 'and I think that's due to the change in our marketing strategy. It has yet to be proven, but I think we're off to a positive start with the changes [new chief executive] Bob Crawford has brought in.' He added that the FDOC's aim with the campaign was to see sales rise gradually so that they would continue to rise, rather than peak and then fall down again just as quickly. Burge was confident he would see this happen over the forthcoming period.

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