Captain Citrus was born in 2011 as a big, fat talking orange wearing a green cape. Now he's being transformed into a buff Marvel Comics superhero who will fight evil alongside the likes of Captain America. His first mission? Promote the benefits of orange juice in a country where carb-conscious dieters are turning away in (g)roves from beverages that nutritionists have slammed for having too much sugar and GMOs.
The Florida Department of Citrus revealed its made-over mascot at a comic book store. The agency paid Marvel Comics $1 million to create the new character in hopes of bolstering orange juice's reputation as a healthy and wholesome drink.
​The next step - change the orange images on the Florida license plate to reflect a more vibrant state?
Meanwhile, Florida peach growers are mounting a challenge to the Georgia peach growers. Maybe with a female themed Captain Peach?

The reduction in vehicle registration fees that came into effect on September 1, 2014 had a significant impact on sales and revenue from Specialty License Plate sales for the month of August, 2014. The ongoing decline in Biennial Renewals in 2014 continued in August, with only 1,920 people taking the option – compared to 11.685 in August 2013. Specialty License Plate revenue plummeted from $2,525,240.00 in August 2013, to $1,695,701.00 in August, 2014 (a loss of $829,539.00 – 31.6%)
Regular (non-SLP) Standard Florida Plate registrations also saw a sharp decline, from 1,086,050 in August 2013 to 759,310 in August 2014. (a reduction of 526,740 – 48.5%)
It is anticipated that September will recoup many of the losses, other than those from the biennial renewals.
This clearly shows the impact of the Florida Legislature’s decision to give back to the citizens of Florida. With over 600,000 citizens valuing the $17-$25 reduction, it is clear that reducing registration fees has a significant impact on the quality of life in Florida.

The Florida State Legislature reduced certain fees for vehicle registrations. These will be effective on all Florida registrations, effective September 1, 2014