The commission's growers' symbol committee met last month and has developed proposed standards for a new symbol to represent Florida quality on orange juice. The aim is to 'reinforce the commission's marketing message and evoke an image of quality,' according to FDOC deputy marketing director Michelle Chandler.

The new symbol would replace existing trademarked logos such as the Florida Sunshine Tree and Florida's Seal of Approval. 'It would differ from these other logos in that it would represent specific quality standards for taste, colour and juice content,' said Chandler.

The commission has approved a consumer research plan and is now seeking industry feedback before finalising any standards or compliance criteria.

Findings from the consumer research will then be reported back to the commission next month with a view to the new symbol programme being launched in January next year.

Any new symbol would initially feature on 100 per cent orange juice products but may be extended to include grapefruit juice at a later stage.

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