Steve Johnson, chairman of the Florida Citrus Commission, reflected on Feb. 20 about the longstanding connection between Florida Citrus and the American experience. As the United States marks its 250th year, Johnson said that the story of Florida Citrus is closely tied to national values and traditions.
Johnson said that each citrus season tells a story rooted in pioneering efforts, family resilience through challenges like disease and weather events, and contributions during times such as World War II. He also pointed to how citrus products are part of home cooking for many families. “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,” Johnson said.
He cautioned that this history should not be forgotten: “If a story is not told, it runs the risk of being forgotten. And that’s where our marketing comes in.” Johnson encouraged public engagement by highlighting Commissioner Emma Ezell’s comments about Florida Citrus on Tasting Table—a food publication—and mentioning promotional activities at Tampa Bay Lightning games as well as dietitian Annessa Chumbley’s appearance discussing heart health benefits on NEWS4JAX’s River City Live.
The Florida Department of Citrus operates under an 11-member commission appointed by the governor to represent growers, processors, and packers according to its official website. The agency focuses on marketing, research, and regulation within the industry according to its official website. Funding for these activities comes from assessments paid by growers for each box of citrus produced according to its official website.
The department supports an industry employing more than 32,500 people with an annual economic impact estimated at $6.9 billion according to its official website. It also contributes tax revenues used for schools, roads, and health care services according to its official website. Most groves remain family-owned across generations according to its official website.
Johnson concluded his remarks by inviting stakeholders to attend updates at an upcoming meeting scheduled for March 18 at FDOC headquarters. “Our story is worth telling,” he said.
