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Article: Florida Department of Citrus to Push Orange Juice Consumption.
- Article from:
- Knight Ridder/Tribune Business News
- Article date:
- December 13, 2001
CopyrightCOPYRIGHT 2001 Knight-Ridder/Tribune Business News. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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By Andrew Meadows, Tampa Tribune, Fla. Knight Ridder/Tribune Business News
Dec. 13--TAMPA, Fla.--In September, during her first speech at a Florida Department of Citrus meeting, Michelle Chandler joked that she can't walk on water.
The crowd, made up of citrus industry heavyweights, cracked up. They know about the pressure the department's new marketing director faces -- in fact, they're part of it.
"The industry is at a crossroads both domestically and internationally," Chandler said in a recent interview. "We've got to get orange juice consumption up."
The 34-year-old is crafting a new $22 million advertising campaign designed to ...