Florida's Natural Growers, the juice processor with the eponymous brand,has a new ad campaign that touts its not-from-concentrate product as coming entirely from Florida.(Other top brands like
Tropicana and Minute Maid mix in Brazilian juice with some from the Sunshine State.) "We're not saying they're any better or worse," says Walt Lincer, the vice president of sales and marketing at
Florida's Natural. "We're just saying they're different."
He does acknowledge that the new campaign wants to take advantage of consumer worries over the safety of imports in the wake
of the lead paint in toys and poisonous pet food from China. Lincers cites a July Zogby that shows, among other things, that nearly three-quarters of consumers are willing to pay more for food
products made in the U.S.
"The evidence is it hasn't been effective generally," says Barton Weitz, a professor at the University of Florida and executive director of its Center for
Retailing Education and Research."People don't pay more to buy American, and people don't pay more to buy environmentally sensitive products."
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