Abstract
Florida has been exporting grapefruit to Japan since that market opened up in the 1970's. Since that time, Japan has become the largest single export market in the world for Florida grapefruit. Taking primarily white grapefruit, Japan has been the savior of the white grapefruit industry in Florida. Florida's success in Japan is the result of a number of factors, including an aggressive generic marketing program, extensive market research, close cooperation with local importers, marked increases in product quality, Fruit Fly protocols with the Japanese government, development of cold-treatment shipping technologies, and strong US government financial and administrative support. The Florida success story is a case study of how a major market can be developed for the export of citrus products.
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