TRADE ASSOCIATE UPDATE
FLORIDA GROWER MAGAZINE – 102 YEARS IN THE FIELD
Back in 1908, the country had just witnessed a massive gold rush in the
west. The next grab for riches was in the works, and it was to take
place in Florida. Gov. Napolean Bonaparte Broward had just been elected
and brought with him to the office grand plans to open up much of the
Everglades area to farming via a vast series of drainage canals. That
was the year a publication debuted that not only provided information to
those already farming in Florida, but was known to “tell the truth
about Florida” to those contemplating a move south.
Florida Grower magazine, a trade associate member of FFVA,
actually began its long life as Florida Fruit and Produce News.
In 1910, the Florida Citrus Exchange bought the publication and soon
changed its name to Florida Grower. For many years, its editors
covered a wide range of crops but focused a great deal on the efforts of
citrus growers.
The exchange sold Florida Grower in 1925 to Charles Mullen
and Jerome Waterman. It continued for a couple more years as a weekly
publication until advertising dried up with the approach of the Great
Depression, when it became a monthly.
After surviving the Great Depression and the war years, the
publication was changed to Florida Grower and Rancher in 1953.
But after its editor took a stand unpopular with some cattle ranchers
involving the eradication of the cattle tick, the name was changed back
to Florida Grower. Since then, its focus has been on serving
the state’s citrus and vegetable growers.
Ohio-based Meister Media bought Florida Grower in 1995,
adding it to its stable of agriculture-oriented magazines. Current
editor Frank Giles arrived on the scene in 2007.
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Florida Grower editor Frank Giles has seen the publication's
Web presence grow since he started with Florida Grower several years
ago.
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Giles’ background had been primarily in the cotton field.
“So it was interesting to me to come into this market and get to
know the citrus and vegetable growers,” Giles said. “It
struck me how much those growers reminded me of cotton growers.
You’re surrounded by good people – good and interesting
people!”
Giles enjoys showcasing those industry people in the publication.
“We like to feature industry people on the cover because the human
side of the business is as important to recognize as the technical and
business side.”
Of course, Giles also makes sure that those business and technical
issues get thorough coverage. “We offer production-type stories
and make sure the important governmental regulation-type issues are
included. These are things people need to be aware of because they could
impact growers’ ability to do business,” he said. In the
current issue, for example, Florida Grower features an
extensive article on water regulations, both at the state and federal
level.
Giles is excited by the publication’s online presence and its
sponsorship of events such as the Florida Ag Expo and the Florida Citrus Show.
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Florida Grower is a proud sponsor of the
Florida Ag Expo as well as the Florida Citrus Show.
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“At GrowingProduce.com and
our site, FloridaGrower.net, you’ll see a lot of what is in the magazine,
plus additional things like videos to make the coverage go a little
deeper,” said Giles. “And another way we reach out to
growers is through the Ag Expo and the Florida Citrus Show.”
Last October’s Ag Expo drew the largest crowd of any Expo.
“We had good feedback from attendees about the educational
programs as well as the exhibits,” he said. The upcoming Florida
Citrus Show's exhibitor space is just about sold out, and registrations
are tracking well ahead of last year’s, Giles said.
“One thing we want to emphasize about the Citrus Show is that
we changed the name from the Indian River Citrus Seminar because
it’s really something that’s of value to all Florida citrus
growers,” Giles said. The show takes place Jan. 27-28 at the
Havert Fenn Center in Fort Pierce. “The new facility is really
nice. It’s all indoors, so you don’t have to worry about the
weather, and the educational programs are right across the hall from the
exhibitor area,” Giles said.
Catch up now on all that
Florida Grower and related Meister publications have to
offer.
