For decades, Florida’s Natural Orange Juice was celebrated as a symbol of Sunshine State pride. Known for its “100% premium Florida orange juice” label, the brand stood out for its commitment to using only oranges grown by Florida farmers. However, recent changes have left loyal customers wondering: What happened to Florida’s Natural Orange Juice?
Let’s dive into the story of this iconic brand and uncover why it no longer exclusively uses Florida-grown oranges.
The Rise of Florida’s Natural: A Legacy Rooted in Quality
Florida’s Natural Growers, originally founded in 1933 as the Florida Citrus Canners Cooperative, began as a group of citrus farmers working together to process their harvests. Over the decades, the cooperative evolved into one of the largest producers of orange juice in the United States. By 1987, they introduced their flagship product: not-from-concentrate (NFC) orange juice, marketed under the name Florida’s Natural. This premium juice quickly gained popularity for its fresh-squeezed taste and lack of additives.
The company’s slogan—“We own the land, we own the trees, we own the company”—reinforced its image as a farmer-owned cooperative committed to quality. For years, Florida’s Natural proudly advertised that its juice was made exclusively from oranges grown in Florida groves.
Challenges Facing Florida’s Citrus Industry
Unfortunately, the story of Florida’s Natural is intertwined with the challenges that have plagued Florida’s citrus industry. Over the past two decades, several factors have drastically reduced the availability of locally grown oranges:
– Citrus Greening Disease: This devastating bacterial infection has wreaked havoc on orange groves across Florida. Known as Huanglongbing (HLB), citrus greening reduces fruit yield and quality, leaving farmers struggling to maintain production.
– Hurricanes and Climate Change: Severe weather events have damaged groves and disrupted harvests. Hurricanes like Irma in 2017 caused significant losses for citrus growers.
– Urban Development: As housing developments expand into rural areas, many citrus groves have been replaced by subdivisions.
– Rising Production Costs: The cost of maintaining groves and combating diseases has made it increasingly difficult for growers to compete with cheaper imports.
As a result of these challenges, Florida’s orange production has plummeted. In 2010–2011, nearly 90% of orange juice consumed in the U.S. came from Florida-grown fruit. By 2018–2019, that share had dropped to less than half.
The Shift Away from 100% Florida-Grown Oranges
In May 2022, Florida’s Natural made a significant change: it began blending its juice with oranges sourced from Mexico and Brazil. This marked the end of its long-standing commitment to using only Florida-grown fruit. The decision was driven by necessity—local orange supplies could no longer meet demand.
The change also led to a subtle but telling adjustment in branding. The label no longer prominently features “100% premium Florida orange juice.” While this shift disappointed some loyal customers, it reflects broader trends in the industry. Major competitors like Tropicana and Simply Orange had already begun sourcing oranges internationally years earlier.
Does It Still Matter Where Your Orange Juice Comes From?
For many consumers, the appeal of Florida’s Natural lay in its connection to local farmers and its promise of homegrown quality. Now that international oranges are part of the mix, some question whether it still lives up to its name.
However, it’s worth noting that Florida’s Natural remains farmer-owned and continues to source as much fruit as possible from its cooperative members in Florida. Additionally, smaller brands like Natalie’s and Indian River Citrus still offer 100% Florida-grown orange juice—though often at a higher price point.
The Future of Florida’s Natural
While the shift away from exclusively using Florida-grown oranges marks a turning point for the brand, it also highlights the resilience of both Florida’s Natural and the state’s citrus industry. Despite immense challenges, farmers continue to innovate and adapt.
For fans of fresh-squeezed flavor, there’s good news: not-from-concentrate juices like those produced by Florida’s Natural still deliver a superior taste compared to concentrated alternatives. And while the label may have changed, the commitment to quality remains at the heart of this iconic brand.
So next time you pour yourself a glass of orange juice, take a moment to appreciate not just where it comes from—but also the hard work and dedication behind every sip.