Minneapolis-based Exponent PR has picked up AOR duties for Florida's Natural fruit juices, following a competitive search.
FN, which markets orange and grapefruit juice and is owned by its growers, is considered a "premium" brand in the juice sector.
Exponent is the brand's first AOR. Its work covers media relations, influencer engagement, and reputation management, among other tasks.
FN chief marketing officer Chris Groom said PR will play a key role in helping the brand communicate with new audiences "as wel look to build awareness of our unique, grower-owned story."
The co-op covers more than 60,000 acres among more than 1,000 growers.
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