Publications
Publications
  • November 1999 (Revised March 2000)
  • Case
  • HBS Case Collection

Florida Department of Citrus

By: Ray A. Goldberg, Carin-Isabel Knoop and David Benedict Pearcy
  • Format:Print
  • | Pages:31
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Abstract

The Florida Department of Citrus (FDOC) is a state agency responsible for the welfare of the Florida citrus industry. This case describes the FDOC's efforts to turn around grapefruit juice consumption. Using a health message, Dan Santangelo, the FDOC's new director, adopted a marketing-driven rather than supply-driven solution to oversupply and falling demand for grapefruit, .

Keywords

Marketing Strategy; Organizational Change and Adaptation; Change Management; Management Teams; Product Marketing; Demand and Consumers; Food and Beverage Industry; Florida

Citation

Goldberg, Ray A., Carin-Isabel Knoop, and David Benedict Pearcy. "Florida Department of Citrus." Harvard Business School Case 900-009, November 1999. (Revised March 2000.)

About The Author

Ray A. Goldberg

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