Florida Citrus Firms Ready to Tap Japan Market

ORLANDO, Fla. — Tight Japanese quotas on orange juice imports that have frustrated citrus growers for years expire today, and Florida officials are pushing quality in a bid to win Japan’s huge market.

The Pacific nation, with a population of 120 million, is the world’s largest and one of the pickiest untapped markets for the juice. Florida industry leaders say it could grow to about one-third the size of the American market by the turn of the century.

Potentially, it is the top overseas outlet for Florida, the nation’s principal producer of orange juice. It is also a much-needed market at a time of bumper crops and threatened oversupply of juice.

But Florida can expect plenty of competition for the Japanese market, which is projected to reach 250 million gallons and be worth more than $1 billion by the year 2000.

Brazil, which leads the world in citrus production and shipping, is ready to expand exports. Mexico, Cuba and other citrus-growing nations may become strong competitors in the near future.