The FDOC has cut its pay roll by a third to 100 employees and reduced its budget by $14million, said department executive director Bob Crawford. The cuts have allowed the department to deliver levy savings to growers across all varieties. Contracts with agents and consultants in the European markets have also been axed.
The changes have been made as the Florida industry faces up to difficult trading conditions world-wide for citrus. The department will now be increasing spending in those areas the state's growers have ear-marked as top priority.
Marketing priorities include international markets. 'It's simple; position Florida citrus as the premium choice world-wide by ensuring that we have concepts and programmes that will drive both sustainable and profitable growth,' said deputy marketing director Michelle Chandler.
Other priorities are exploring new uses for Florida citrus and developing a Florida citrus brand identification to use as in global marketing.
Meanwhile, the medium-term supply picture is of an industry in slight decline over the next five years with fewer new plantings going into the ground and the tristeza virus affecting orange production.
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