Products and Marketing
Florida's Natural produces not-from-concentrate citrus juices (mainly orange juice) under the Florida's Natural brand name.
The cooperative also produces fruit snacks, introduced in 2006. Au'some Snack Naturally, Inc., located in New Jersey, produces Florida's Natural Brand fruit snack line under a brand licensing agreement. These products are currently packaged in China; the fruit juice concentrates used are all from U.S. fruit sources.
The company's primary marketing strategy is to differentiate itself from main competitors Simply Orange and Tropicana (owned by beverage giants Coca-Cola and Pepsi, respectively). It does this by emphasizing its cooperative organization ("we own the land, we own the trees, we own the company"). It also publicizes that it is the only major national juice maker that only uses American-grown fruit (grown by its cooperative members primarily in Polk County, Florida) in its products. Nearly all other juice makers--including Simply Orange and Tropicana--use a mix of domestic and imported citrus fruit.
Read more about this topic: Florida's Natural Growers
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