Florida’s Natural class action claims grapefruit juice falsely advertised as Florida-sourced

Florida’s Natural class action overview:

• Who: Plaintiff Marcus Simpson Morgan filed a class action lawsuit against Florida Natural Growers Inc.
• Why: Morgan claims Florida Natural Growers falsely advertises its grapefruit juice as being made exclusively from Florida grapefruit.
• Where: The Florida Natural class action was filed in California federal court.

A new class action lawsuit alleges that Florida Natural Growers falsely advertises its Florida Natural grapefruit juice as being made exclusively from Florida grapefruit.

Plaintiff Marcus Simpson Morgan filed the class action complaint against Florida Natural Growers Inc. on Dec. 31 in a California federal court, alleging violations of state and federal consumer laws.

According to the lawsuit, Florida Natural Growers sells its Florida Natural grapefruit juice products under the “Florida’s Natural” brand, leading consumers to believe that the juice is made exclusively from premium Florida grapefruit.

Morgan claims the company prominently displays the phrase “Owned By Florida Farmers” alongside an image of a United States flag on the product’s label, reinforcing the impression that the juice is sourced from Florida.

However, the plaintiff alleges that the juice is actually blended with grapefruit juice from Mexico, misleading consumers who believe they are purchasing a product made exclusively from Florida grapefruit.

Class action: Florida grapefruit perceived as superior by consumers

Morgan argues in the lawsuit that consumers prefer Florida grapefruit juice due to its perceived superior taste and quality.

He cites a 2021 study by researchers at the University of Florida, which found that 46% of consumers were more willing to purchase grapefruit from Florida, and 32% were willing to pay more for it.

The study also found that 60% of respondents preferred smoothie or juice beverages made with fresh Florida Natural grapefruit juice, the lawsuit says.

Morgan claims in the lawsuit that Florida’s Natural began using grapefruit juice from Mexico in its products in May 2022 to meet consumer demand, as Florida’s citrus groves have been declining due to diseases like citrus canker and citrus greening.

Despite this, the company allegedly continued to market its products as being made exclusively from Florida grapefruit, misleading consumers and leading them to pay a premium for the juice.

Morgan seeks to represent anyone in the United States who purchased the Florida Natural grapefruit juice for personal or household use during the last four years. 

He is suing for violations of California’s Consumer Legal Remedies Act, False Advertising Law and Unfair Competition Act, breach of express warranty, fraud, and unjust enrichment. He is seeking certification of the Florida Natural class action, damages, fees, costs and a jury trial.

A New York consumer recently filed a similar complaint alleging Florida’s Natural blended juice from Mexico and Brazil while advertising the products as premium Florida orange juice.

Have you ever purchased Florida’s Natural grapefruit juice? Let us know what you think of the allegations in the comments.

Morgan is represented by Yeremey O. Krivoshey, Brittany S. Scott and Joel D. Smith of Smith Krivoshey PC.

The Florida’s Natural class action lawsuit is Marcus Simpson Morgan v. Florida Natural Growers Inc., Case No. 2:25-at-01848, in the U.S. District Court for the Eastern District of California.

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