Florida Department of Citrus to Target Grapefruit Juice Drinkers at Checkouts

LAKELAND, Fla. - Florida Department of Citrus has begun using Catalina Marketing‘s targeted marketing capabilities to help increase purchases of grapefruit juice, Catalina Marketing, St. Petersburg, Fla., announced yesterday. Using Catalina Marketing‘s consumer database and new color printing technology, the FDOC will specifically target grapefruit juice consumers based on their individual purchase behavior. The consumers will receive communications delivered at the checkout. These printed communications will include messages designed to educate the consumer as well as offer them incentives to purchase more grapefruit juice. “Catalina Marketing was chosen for their ability to target both lapsed and current buyers of 100% Florida grapefruit juice,” said Peter Palmer, the FDOC‘s director of retail communications, in a statement.