Florida’s subtropical climate allows the state’s growers to offer a wide range of fresh produce that consumers crave throughout the fall season.
“The variety of fruits and vegetables grown here, combined with the timing of our growing season, means consumers can enjoy U.S.-grown produce at a time when much of the country is entering the winter months,” says Christina Morton, director of communications for the Florida Fruit & Vegetable Association.
“For several commodities, Florida is one of just a few domestic suppliers, and sometimes the only one, in the marketplace during our season — especially east of the Mississippi River,” she adds.
Key fruits harvested from September through November include an array of citrus, along with watermelon, fresh market tomatoes and avocados. Also important to the fall harvest are bell peppers, snap beans, squash, cucumbers, sweet corn, eggplant and radishes.
To help retailers prepare for this important sales season, The Packer reached out to the Florida Fruit & Vegetable Association, Florida Department of Agriculture and Consumer Services (FDACS), Florida Citrus and the Florida Strawberry Growers Association for insights into this year’s crop, including weather impacts, industry challenges, supply forecasts and consumer trends.
Winter Freezes Impact Supply
Two major freeze events pummeled Florida’s agriculture sector this year, impacting supply for a wide range of specialty crops.
Occurring between Dec. 30, 2025, and Feb. 4, 2026, winter storms Ezra and Gianna caused an estimated $3.17 billion in losses, according to FDACS. Depending on the crops, the estimated production losses range from 40% to 100%.
Florida’s citrus industry was especially hard hit. Prolonged temperature plunges resulted in an estimated 15% tree loss across the impacted areas. It is estimated that the freeze significantly affected 80% of the state’s total citrus acres.
Shannon Shepp, executive director for the Florida Department of Citrus, says the storms took growers by surprise following a mild season.
“So last January, we got through with no hurricanes — no whammy, no whammy, no whammy,” she says. “And then we had this prolonged cold weather. I mean, we’ve been fighting so much for so long, we just didn’t really see it coming.”
FDACS expects citrus tree damages to top $327 million and future production loss for citrus to reach more than $220 million.
In the first forecast of the 2026-27 citrus season, USDA forecasts Florida citrus production at 10 million 90-pound boxes of oranges, 1.3 million 85-pound boxes of grapefruit and tangerine production at 450,000 95-pound boxes.
The agency estimates the state’s total orange production will be down 23% from last season. Non-valencia orange production is expected to dip 37% while valencia production will be down 14%. Production will also be down slightly for grapefruit (-4%), tangerines (-2%) and tangelos (-2%). However, USDA predicts a bump of 6% for lemon production.
The freeze events also took a toll on watermelons, sweet corn and bell peppers. Watermelon losses are estimated at $65.4 million; sweet corn $255 million; bell peppers $108 million; and squash $24.5 million.
“Growers want to make sure that the very best quality is what they provide consumers, so they’re letting the fruit take its time on the tree.”
“The good news is that most of those impacts are largely behind us,” Morton says. “Growers moved quickly to replant affected annual crops and are working hard to ensure Florida’s fall fruits and vegetables reach consumers and support retail sales nationwide. That’s why choosing Fresh From Florida produce will have deeper meaning this fall season.”
Morton points out that the state’s growers are dedicated to making sure retailers and consumers have access to key commodities this fall.
“Florida growers anticipate a strong season ahead and are committed to providing reliable quality and consistent volumes that provide distinct freight advantages to their customers,” she says. “As much of the country moves into winter, Florida’s growing season plays an important role in keeping fresh, U.S.-grown fruits and vegetables available to consumers.”
Delayed Harvest, High Quality
For citrus, the fall harvest is anticipated to be somewhat delayed due to an unusually rainy fall season. The good news, Shepp says, is that it will be worth the wait.
“Florida citrus is limited this year, so growers are not rushing it,” she says. “They know they have something special. Growers want to make sure that the very best quality is what they provide consumers, so they’re letting the fruit take its time on the tree.”
The grapefruit crop is looking especially good, Shepp notes, along with oranges and Juicy Crunch mandarins.
“Some of these new varieties that are coming out in oranges and mandarins are just really promising for consumers,” she says.
Falling for Strawberries
While many people think of strawberries as strictly a summer crop, Florida’s growing season begins in the fall and continues through spring. That gives shoppers an opportunity to enjoy sweet, fresh berries all year.
“We have just finished planting this week, so we hope to have a great season,” says Sue Harrell, director of marketing for the Florida Strawberry Growers Association. “We will be picking a few berries by Thanksgiving, and the season should be underway with great volume by the first weeks of December.”
Although Florida growers will always be subject to the swings of Mother Nature, she says, “The weather since planting has been perfect.”
Retail demand for Florida strawberries typically ramps up around the Christmas and New Year’s Eve holidays, when the fruit is at its best.
“The first berries of the season are always great quality and size,” Harrell says. “Our varieties are really flavorful at that time of year.”
Growers Battle Citrus Greening
In addition to this year’s weather challenges, Florida’s citrus growers are engaged in an ongoing battle against citrus greening, first detected in the state’s orchards in 2005.
Also known as huanglongbing or HLB, the disease is vectored by the Asian citrus psyllid. With no known cure, citrus greening results in the slow death of infected trees. According to Florida Citrus, it is said to impact 80% of the state’s orange trees.
To keep the Asian citrus psyllid out of Florida orchards and prevent it from infecting additional trees, growers are adopting a management practice called CUPS — Citrus Under Protective Screens.
“It’s a screen house, so think of acres of citrus groves that are [enclosed] in screens,” Shepp explains. “What it does is, it keeps the vector from getting to those trees.”
An added benefit, she says, is that growers can practice high-density planting in the screened environment, which results in higher yields. Currently, grapefruit is the predominant citrus crop in the CUPS program.
“That is turning out to work incredibly well, and we’re seeing that innovation take off in this industry,” Shepp says.
In combination with dense planting, the protective screen structures help prevent wind scarring — and that means more attractive fruit for retail shelves.
“It used to be we had great personality, but we were ugly,” Shepp says. “Now we’re kind of combining two in one. It’s particularly strong for a fresh piece of grapefruit or fresh orange because it does still have those Florida subtropical characteristics of juiciness and the thinner peel.”
Though there is still a long road ahead in recovering from the citrus greening crisis, Shepp says, this year’s winter freeze events revealed promising signs for the industry’s future.
“We ended up producing more citrus, oranges and grapefruit than the USDA crop forecast had predicted early in the season,” she says. “It was a spark of hope because it’s showing us that the therapies that we’re using in citrus greening or the new [greening-resistant or tolerant] trees that we’re planting are actually coming to fruition.”
Citrus Industry Shifting, Replanting
Shepp, who says she thinks the orange crop will likely exceed USDA’s forecast of 10 million boxes, notes that Florida growers are actively planting new trees to replace those lost to citrus greening and winter storms.
“We’ve gotten some help,” she says. “The state of Florida recognizes that citrus is a very large factor in our economy, so they have put some investment behind it. There’s historic investment over the last two years, and it’s about $160 million in a program called Citrus Research and Field Trials, which is aimed at getting these new trees in the ground.”
And aided by cosmetic benefits reaped through citrus screening, she adds, growers are increasing the amount of product they sell as whole fruit.
“We’ve seen a significant shift in what our industry looks like,” Shepp says. “We have traditionally been a processed sector, so we haven’t really tried to compete in the market on the fresh side with California. They have beautiful fruit, but ours just happens to be juicier.”
With international transport costs continuing to rise, Florida growers are now devoting more fruit to the U.S. and Canadian markets.
“Growers are kind of going back to their roots right now,” Shepp says. “They’re talking about trying to reemerge from this crisis into a little bit more of a fresh market.”
New Crops on the Horizon
While citrus will always be important to Florida’s agriculture industry, the state’s climate makes it possible to grow a wide variety of fruits and vegetables. With this in mind, specialty crop growers are exploring ways to diversify.
“Research is underway into potential new crops and varieties for Florida, such as artichokes, blackberries, pomegranates and even tea,” Morton says.
Innovation is also playing a key part in the industry’s present and future.
“We are excited to see what comes out of the new research investments that are part of the recently released Specialty Crop Block Grant approvals for Florida researchers,” Morton says.
Connecting With Trends
The fall season’s bounty of Florida produce provides plenty of opportunities for retailers to tap into consumer food trends such as wellness and seeking out fresh fruits and vegetables during peak season.
“Consumers are increasingly gravitating toward simple, home-centered meals made with fresh, seasonal ingredients,” says Susie McKinley, the director of the marketing development division at FDACS.
“This shift toward relaxed, home-prepared dining pairs perfectly with Florida’s fall produce, which brings vibrant color, freshness and peak-season flavor,” she adds.
Increasingly, she says, Americans favor casual meals at home with friends, made from minimal ingredients.
With an array of Florida produce available on retail shelves — including bell peppers, cucumbers, carrots, eggplant, peanuts, snap beans, squash, tomatoes, watermelon and citrus — consumers have plenty of options.
When it comes to promoting Florida citrus this season, the wellness trend provides a natural entry point for retailers.
Increasingly, Shepp says, shoppers are looking for functional foods and beverages and weighing how their purchases benefit them in the bigger picture.
“They’re making a choice based on ROI. It’s not just taste, not just want, not just impulse,” she says. “Instead, they’re saying, ‘It’s good for me, it’s worth it, it’s a treat.’ Those types of things are in consideration now.”
With growers ramping up production and devoting more supply this year to domestic markets, the Florida Department of Citrus is launching efforts to introduce Florida grapefruit to younger consumers.
While many are attracted to grapefruit as an ingredient or fragrance in soaps and beauty products, Shepp notes, some have never purchased the actual fruit.
“For so many of them, they’ve never even tasted a grapefruit,” she says. “And when they do, they’re pleasantly surprised.”
The department is hoping to move the needle through sampling, culinary promotions and limited-time offers.
Promoting Fall Produce
McKinley encourages retailers to highlight Florida’s seasonal produce and inspire shoppers with recipe cards, eye-catching, colorful displays and Fresh From Florida branding.
“Promoting easy, seasonal meal ideas can drive sales while supporting local farmers,” she says. “Retailers can also leverage consumers’ interest in simple, budget-friendly, family-style meals by highlighting how fresh Florida produce fits into everyday cooking.”
Through the FDACS Retail Incentive Program, participating retailers — including Walmart, Publix, Sam’s Club, The Winn-Dixie Co., Aldi, The Fresh Market and Sprouts Farmers Market — promote Florida-grown products with customized materials such as circular ads, digital placements, signage, recipes and sampling events.
“This support helps build trust, encourages repeat purchases and strengthens customer loyalty, as shoppers actively look for the Fresh From Florida logo,” McKinley says.
The program also taps into an important consumer food trend, notes Harrell of the Florida Strawberry Growers Association.
“Consumers want to know where produce is from,” she says. “We have a great product and amazing growers in Florida, and they are proud of what they do for a living.”
Fresh From Florida supports fall commodities with seasonal inspiration, digital assets, promotional materials and recipes for dishes such as roasted Florida snap beans and carrots with mustard dressing.
“The program provides extensive marketing support, including TV, radio, digital, print, social media, online shopping promotions, cashback and coupon apps, grocery cart ads, floor talk, recipes and in-store displays,” McKinley says.
