• The Ledger (Lakeland, Fla.), Friday, May 22, 2009 10:15 AM

The Florida Citrus Commission, which promotes orange juice nationwide, plans to increase its in-store promo budget by 50% next year -- and to move some of the action away from OJ's usual store locale, the refrigerated section.

"Move" is the operable word here, as Florida Citrus will soon test a roll-away cooler featuring both a recorded message from OJ spokesman Tom Selleck and an orange fragrance that spritzes when shoppers open the cooler's lid to get some orange juice.

In another move away from the refrigerated section, the Citrus group plans to hang postcard-sized ads below shelf price stickers for such products as facial tissues and breakfast products. The increased budget will also allow Florida Citrus to increase its in-store efforts beyond the top four grocery chains -- Wal-Mart, Kroger, Publix and Safeway -- to additional outlets like Aldi, Whole Foods and Price Chopper.

Read the whole story at The Ledger (Lakeland, Fla.) »