Most people still think all orange juice brands are the same: they come from Florida. Truth is, Simply Orange and Tropicana import their juice. As a co-op owned by the growers themselves, Florida's Natural has never been imported. There are a lot of consumers who share Florida's Natural's values and care deeply where their food comes from.

We created a series of digital efforts inviting consumers to participate in a conversation about food sourcing. Consumers definitely connected and engaged - loyalty is up 24%, recommending to a friend is up 84%, and market share has increased from Tropicana and Simply Orange.

Our Get on Your Orange Box campaign had TV spots featuring an actual grower on his orange box, as well as banners that drove people to get on their orange box, build an avatar grower and tell us what they believe.

Consumers could also post an orange in support of U.S. farmers and write a message to the community.

In the spirit of transparency, we told the stories of the real orange growers that make up the co-op.