Florida Department of Citrus (FDOC) is the state agency responsible for the welfare of Florida citrus industry. This case describes the efforts to turn around FDOC grapefruit juice consumption. Use of health messages, Dan Santangelo, the new director FDOC, adopted a marketing driven rather than supply driven solutions overproduction and falling demand for grapefruit. "Hide
by Ray A. Goldberg, Carin-Isabel Knoop, Ben Piercy Source: Harvard Business School 31 pages. Publication Date: November 17, 1999. Prod. #: 900009-PDF-ENG
Related Case Solutions & Analyses:
Placing Trust at the Center of Your Internet Strategy
Consolidated Edison Co. (Abridged)
First Federal Savings (A)
Ocean Spray Cranberries Inc. (A)
Peter Olafson (D)
First National City Bank Operating Group (A)
Southport Minerals Inc.
500 Startups: Scaling Early-Stage Investing
Aarong: Social Enterprise for Bangladesh’s Rural Poor
How Focused Identities Can help Brands Navigate A Changing Media Landscape
