I was sitting in the stands of the Red Sox game for Growers Day, and something struck me. (Now, before you get to thinking that I got hit by a foul ball, let me stop you right there. That wasn’t it.) I was struck by a feeling. Maybe it was because it was a beautiful Sunday afternoon and I was watching America’s favorite pastime. Or, maybe it was because I was surrounded by my fellow multi-generational citrus growers and their kids, but I was suddenly hit with the notion that the path for Florida Citrus — while certainly not easy — is certain.
These last couple decades have proven that we might be temporarily trimmed back — that our supply might be dwindled for a time — but our commitment to stay the course and innovate along the way will always bring forth a better tomorrow.
Last year, when we had the opportunity to align with the Grapefruit League during MLB spring training, which coincides with our harvest season, the timing was just right. On the surface, one might think that recent inclement weather has put a damper on marketing initiatives like this one, but it has had the opposite effect. It has only heightened it — consumers are more aware and more eager to support it.
That support was tangibly felt by growers who attended recent spring training games. I know for me and my grower-colleagues at the Red Sox game this past Sunday, it was a moment of pride and joy. A moment when you know you’re part of a legacy that will be passed down for generations to come.
Florida Citrus is to consumers as baseball is to America. It is synonymous with what is wholesome and good in this great country. And that’s why we need to keep pitching Florida Citrus to the next generation.
That is why the path before us is certain. We will always have challenges like pests, disease and inclement weather. Despite those challenges, however, we will change, innovate and bring forth a more bountiful harvest in the coming seasons.
If you or another member of our Florida Citrus community is willing to participate in marketing activities like the Grapefruit League partnership, both now and in the future, don’t hesitate to reach out to our marketing team at the FDOC. You can reach them by calling 863-537-3999 or email [email protected].
We’ll receive more updates from all our FDOC committees at our regularly scheduled FCC Meeting on March 18 at 9:00 a.m. EST at FDOC headquarters on 605 E. Main Street, Bartow. Please come by.
Steve Johnson is Chairman of the Florida Citrus Commission, which oversees the Florida Department of Citrus. He is the owner and general manager of Johnson Harvesting, Inc., based in Wauchula, FL.