The Future Is Worth The Investment

By Paul Rusnak|March 16, 2011

Hey! Eyes on the road. While it is easy to get distracted by all the inside and outside pressures of the ag industry daily grind, the need to look forward has never been so important. Amid all the twists, turns, and even roadblocks, the drive to profitably produce fruits and vegetables for a ravenous marketplace advances.

But what lies ahead? For a good many, doubt. According to a recent Florida Grower eNews reader poll, 57% of respondents believe the economy will remain in a rut throughout 2011. It’s hard not to agree with the pessimists in the room. On the other hand, 43% of poll takers are confident the economy is heading in the right direction. Those sporting a positive outlook might be a little outnumbered, but it gets me thinking: Are these people just kidding themselves or do they know something I don’t? As a business owner, I wouldn’t want to leave anything to chance. Proceed with caution, but follow closely.

Counting On Confidence

Trek down U.S. 27, and the many faces of Florida agriculture are visible from every window seat. While it is mostly a monotonous drive filled with flat savannahs interrupted by stands of varying farmland, there was a particular parcel of road that caught my eye during a recent trip to Clewiston. Between Lake Placid and Moore Haven (near Venus), there is a large block of very young citrus trees that literally stretches for miles. The vision is quite a contrast to the mostly mature, groomed groveland that normally adorns the roadway. This scene, not a mirage induced by the bright Florida sunshine, is quite captivating as it presents a positive sign leading to what is hoped to be a desired destination — a fruitful future. Consolidated Citrus, this month’s cover story subject, owns one of the largest citrus acreage portfolios in the state, including this young grove. When the operation makes a move to improve and enhance its production output, it’s hard not to notice. Nowadays, a sizable citrus planting such as this seems to fly in the face of many common sense seekers who argue that greening is best dealt with a swift hand. The seedlings swaying in the wind, however, stand for the type of foresight and bold action desperately needed to not only sustain, but also grow Florida’s vital role in food production.

Changing Gears

For this month’s cover story, a fundamental shift in the way the company handles HLB in its groves is helping pump new life into the present and pave the way for the future. Learn more about what Consolidated Citrus is doing to feed its need to succeed by.
Whether talking about a leisurely drive down the highway or analyzing a company’s own journey to profit, changing scenery along the way is inevitable. It’s how you handle the curves that make the difference. Don’t let the traffic pass you by.