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Tale of Two Commodities

EU olive oil and U.S. oranges are each having a challenging year. Beyond that the similarities are few. The EU produces 60 percent of the world’s olive oil. At its peak, the U.S. produced around 12 percent of global oranges, but that is now down to 4.6 percent.  Olive oil is a premium product in the essential vegetable oil food category. Oranges and their juice are a luxury product not quite essential for the diet. European olive production has been challenged by drought. Orange groves in Florida have been hit by greening disease, as has the much larger supplies in Brazil. Plus, Florida trees were damaged by Hurricane Ian and have high land costs. The price of olive oil is up 117 percent, orange juice futures have climbed 210 pe...

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Accountability and a comprehensive approach to export programming

WPI’s team helped construct a strategic approach to develop, implement, and track promotional activities in 8 key regions across the globe for an agricultural export association. With continued progress measurement and strategic advisory services from WPI, the association has seen its ROI from investments in promotional programming increase by 44 percent over the past 5 years. Not only does this type of holistic approach to organizational strategy provide measurable results to track and analyze, it fosters top-down and bottom-up organizational accountability.

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