HEALTH: CITRUS DEPT. TRIES TO COUNTER LOW-CARB

(04-20-2004) - The Florida Department of Citrus on Monday launched a nationwide ad campaign that citrus officials hope will counter low-carb diets that discourage drinking orange juice because of its high sugar content.

The campaign centered around a television ad extols the healthy virtues of orange juice, and pushes a message that orange juice strengthens the immune system and can help prevent heart disease, cancer and strokes.

"It is clear that Americans are paying more attention to their overall health and wellness and are increasingly making healthy food choices an integral part of their lives," said Bob Crawford, the department's executive director.

The department has committed to purchasing $4.8 million of air time through June on ABC, NBC and cable television channels for the ad. The spot, titled "Health Drink," features a man feeding a kitchen blender rutabagas, liver, okra, brussels sprouts, a banana and four oysters as he explains that those are the foods a person would need to consume to get the equivalent vitamins and minerals found in a glass of orange juice.

In addition, the department is putting out a public service announcement, along with a group called Shape Up America!, that emphasizes the importance of eating a balanced breakfast that includes orange juice. The announcement, titled "Confusion," begins airing next month.

Florida's citrus industry, which is dominated by oranges used to make juice, has been battered by low-carb diets.

Orange juice consumption has decreased 5 percent in the last three years, from a high of 888 million gallons during the 2000-2001 growing season to an expected 844 million gallons for the current season.


http://www.kfmb.com/topstory24437.html

I saw the commercial this morning. Kinda dumb and dorky. My reaction was "that's what they settled for?"

They should instead use that 4.8 million to buy herds of sheep, geese and chickens which can graze in and around the orange groves for increased profits.