My time in the Florida citrus industry started in 1994. We were in the midst of international trade negotiations, pest and disease challenges, and a push to use Florida citrus solids in any product we could. The Florida Department of Citrus was bustling with scientific research on ways to use citrus — peel citrus and harvest citrus. As the new public affairs manager for Florida Citrus Mutual, I was heavy into learning everything I could about our industry. And as the person responsible for publishing “The Triangle,” I had plenty of opportunities to read, listen, and report.
My favorite part of being inducted into citrus service was that the industry was filled with happy warriors. In my mind, those are defined as entrepreneurs — risktakers — who encounter obstacles but resolve them with determination and smiles on their faces. The men and women I met were proud to be part of something as big as Florida citrus. It was in their blood, and they would talk to anyone about why they loved it.
Over time, our industry faced heavier challenges — Canker (again), Medfly (again), international trade pressures, and food safety, and still produced more and more citrus. The hurricane season of 2004 knocked us back a bit, but we remained driven to recover and continue in profitable business.
In 2011, the reality of HLB set in and things began to turn. Smiles faded. Generational family businesses could not withstand the pressure. I’ll just say it — we were a gloomy, unsteady bunch. Our industry gatherings got smaller, and we literally held our breath waiting for good news and the “silver bullet” we hoped was coming.
In an air of insecurity, growers, shippers, and packers united against greening. It had to be beaten. Slowly but surely, growers, being the risk-taking entrepreneurs they are, started to try new strategies in the groves and share their successes with others.
Regulators and policymakers paid attention and supported efforts to save the Florida citrus industry. Untapped leaders stepped up in service of research and communication, and the industry started using the word “future” again. A glimpse of happy warriors came back.
In 2015, upon being designated to lead the Florida Department of Citrus, I made a commitment to optimism. Not silly cliché sayings, fake smiles or naïve hope — true optimism. I’ll never forget standing at a podium as the new executive director speaking to a room filled with seasoned industry colleagues and trying to project that optimism.
I wasn’t worried about being accused of being cheesy or a self-appointed head cheerleader. I truly, strongly, passionately believed in Florida citrus that day, and some of those colleagues needed to hear someone did. So, I said it: “My name is Shannon Shepp and I believe in Florida citrus.” The best part of that moment was seeing the smiles of happy warriors re-emerge as they, then, said their names and repeated, “I believe in Florida citrus.”