The Japanese market represents the single largest, and most important market for Florida fresh grapefruit growers and shippers. The FDOC has long maintained a multi-dimensional program in Japan that reaches consumers, trade contracts, the media, and food service operators. With in-store promotions beginning in early season and running through May, an advertising and public relations program augment the retail efforts. The Japanese marketing plan is recognized by the trade as one of the most comprehensive programs in the produce field. Program activities over the years have resulted in building strong Florida awareness and a premium perception with the Japanese consumers.