1. Measurement 2007-08 Results 2008-09 Established Goal 2008-09 FYTD Results Comments / Date FDOC OVERALL OPERATIONS 1Non-Grower Funding Marketing $ 5,741,703 $ 5,600,000 Research $ 416,555 $ 600,000 2Industry Presentations & Meetings 59 60 3Retail Dollars & Gallons 100% Orange Juice Dollars0.0%+2% vs 07-08 100% Orange Juice Gallons-7.1%+1% vs 07-08 100%Grapefruit Juice Dollars3.3%+5% vs 07-08 100%Grapefruit Juice Gallons5.6%+7% vs 07-08 4Fresh Shipment Revenue Orange & Specialty $ 168,103,000 $ 178,280,000 Grapefruit $ 213,401,000 $ 192,490,000 5FDOC Administrative Budget $ 2,834,177 $ 3,000,000 INTERNATIONAL MARKETING 6Japanese Displays10,7298,900 7European Retailer Initiatives NA12 8Canadian Retailer Initiatives NA3 9Canadian TV Impressions NA80,429,000 10Florida Fresh Grapefruit Exports $ 149,626,000 $ 134,650,000 FDOC Program Evaluation Measurements FY 2008-09

2. Measurement 2007-08 Results 2008-09 Established Goal 2008-09 FYTD Results Comments / Date DOMESTIC MARKETING ORANGE JUICE 11TV Advertising Communication Awareness57%54% OJ Replenishment77% Health/Nutrition Message Importance84% 12Online Advertising Communication AwarenessNATBD Health/Nutrition Message ImportanceNATBD 13Public Relations Consumer Impressions241,733,814160,000,000 14Trade Initiatives Presentations to Trade5350 Collateral Placed in StoresNA6,500 stores GRAPEFRUIT / GRAPEFRUIT JUICE 15Print Advertising ImpressionsNA57,654,420 16Public Relations Consumer Impressions46,674,35740,000,000 Inaccurate GFDI Reports0.020%10% of total GFDI 17Consumer Promotions FREE Spoon RedemptionsNA100,000 FRESH SPECIALTY FRUIT 18No Programs Planned FDOC Program Evaluation Measurements FY 2008-09

3. Measurement 2007-08 Results 2008-09 Established Goal 2008-09 FYTD Results Comments / Date RESEARCH 19Research Education Presentations Economic & Market Research1520 Health, Nutritional & Medical1820 Disease Research Accountability Expenditures to Date $ 2,146,681 $ 20,000,000 FDOC Program Evaluation Measurements FY 2008-09 “Grow the market for the Florida citrus industry to enhance the economic well- being of the Florida citrus grower, citrus industry and the State of Florida.”