The Florida Citrus story is rooted deeply in the American dream; and that’s a story worth telling.
There’s a story unfolding with each passing Florida Citrus season. It’s a tale that began centuries ago, even before the founding of the greatest nation the free world has ever known. As the United States of America celebrates its 250th year, and we reflect on our past, present, and future — the story of Florida Citrus is so intimately tied to the beliefs our forefathers founded the country on, that I wanted to take a moment to reflect on how Florida Citrus has captured the heart of a nation.
Maybe it was because our ancestors pioneered a wild, subtropical land and found a way to grow food that helps feed the nation. Maybe it was because our great-great-grandparents carved a better life for their families and their communities, despite diseases, freezes, and hurricanes. Maybe it was because our grandparents stepped up during World War II to get some much-needed vitamin C to our troops overseas. Maybe it’s because our American families use Florida Orange Juice and all Florida Citrus in their home cooking— recipes made with more than just food— but that one intangible ingredient that leaves you knowing you’re loved and cared for.
I think it’s all of that, and more. At the heart of it, Florida Citrus is the story of the American dream, and that’s why the nation fell in love with it — and loves it still. But, there’s a caution here. The story needs to be told. If a story is not told, it runs the risk of being forgotten. And that’s where our marketing comes in. By telling the story of Florida Citrus and reinforcing the unmatched quality of the fruit we grow, we’re not just driving demand — we’re reinforcing the love and support that’s always been in the hearts of American consumers.
Look for Commissioner Emma Ezell’s comments about Florida Citrus on Tasting Table — a digital food and drink publication with over 18 million monthly visitors globally; look for Florida Citrus at Tampa Bay Lightning games where we are launching our second six-week period of mocktail offerings; and, look for Registered Dietitian Annessa Chumbley sharing heart health benefits of Florida Citrus on Good Morning Gulf Coast during NEWS4JAX’s River City Live airing on February 20.
Our story is worth telling. We’ll receive more updates 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.