The Australian citrus industry is going on the offensive in a bid to shift an overproduction of Valencia oranges.
The sector is hoping a promotional campaign will help them shift the extra 50,000 tonnes of excess fruit.
Growers, fresh fruit packers and juice processors met in Mildura recently to assess supply and demand.
The sector has a total production of 300,000 tonnes of Valencias and fears are growing that a large quantity of fruit will have to be dumped.
One grower said promotion will be key: “I think what's really important is that a group of people are really concerned about this issue and get together and do something urgently.
“I think the risk that we run is that people sit back and expect someone else to do it but we've got a critical situation here.”
The growers are now considering using a high profile figure to help promote consumption of oranges.
