Florida orange growers are shifting their strategy this season, actively prioritizing fresh market shipments over processed juice — a notable departure from historical norms. Growers like Feek Family Citrus say they want to move more fruit fresh and are taking better care of their groves to support that goal. The crop is expected to be slightly larger than last year's, with good Brix and ratios, though early sizes will be small before ramping up in January and February.
The timing looks favorable for Florida fresh oranges. California is finishing its citrus season, Chile is wrapping up its last shipments, and South Africa's remaining fruit skews large — meaning Florida won't face much competition on small-count fruit. Demand is expected to be solid, with pricing projected similar to last year. Picking starts the week of September 21.
For category managers building citrus programs this fall, Florida fresh availability is worth building into plans earlier than usual. The combination of intentional grower strategy and light competition on small sizes could make Florida a more reliable option this season than in recent years.