Members of the first Florida Citrus Commission, taken in 1935.
Photo courtesy of Florida Department of Citrus
In his departing words to the industry, former Florida Citrus Commission Chairman Ned Hancock shared a history lesson we could all use. When the Citrus Commission was first formed in 1935, it was lauded as a unique government entity with the power to support Florida citrus growers and transform the trajectory of our industry. But it required coming together to succeed.
Eighty-five years later, our presence here is a testament to this industry’s ability to work together and build a legacy. But we must not become complacent. The continued success of our industry requires that all voices be heard.
New Ways to Connect
If 2020 has taught us anything, it’s that we will always find a way to connect. Despite spending much of my time working from home this year, I feel closer to the people in this industry than ever. Maybe that’s because this industry embraced technology with speed and enthusiasm in order to stay in contact with one another. With travel budgets and schedules no longer an impediment, the Florida Department of Citrus (FDOC) has been able to host nearly a dozen meetings and webinars for growers and industry members, including presentations from our out-of-state and international partner agencies. We’ve also increased the amount of direct communication with the industry through email updates and industry publications.
But I also believe this closeness is a result of our current e-commerce campaign to drive sales of Florida orange juice at retail. This campaign, designed with great input from our industry, is the first FDOC marketing program to deliver directly attributable sales results to the industry. It is a level of transparency and accountability never experienced before, and we are all the better for it. We are committed to continuing the conversation about what our programs are achieving and providing regular updates on progress, because we know this only works if we are all on board.
Our focus is strong. Over a period of two years, ending with the 2020-2021 season, it is likely we will see 16 published peer-reviewed studies with new information about the health and wellness benefits of citrus, sponsored by Florida growers through the FDOC. “The Original Wellness Drink” did not just come out of thin air. It came from decades of science and generational teachings from grandmothers, friends, fathers, sons, doctors, daughters, and, yes, growers.
Our mission is to keep those learnings alive and on the wind with the folks who have been with us through the years, and, as my grandmother would say, those new whippersnappers. To do that, we have to hear you, the industry. We have to listen to what you are saying about the groves, our business, your ideas, your vision, and your expectations. The FDOC will continue using technology to engage growers through our webinars and continue to report the progress of our programs. But the real work ahead comes in collaborating with our rooted partners — you.
Our future is bright. As I like to say, “I believe in Florida citrus.” Maybe it’s time we quote Tom Petty, “I won’t back down.”