School of Squeeze: Dying to Thriving in Agribusiness

Central Florida's Brown brothers took over their father's citrus processing plant long after the World War II hero built Florida Food Products, Inc. and helped lead Florida Citrus Mutual. At the time when Jerry and Tom Brown began working with the company, international competition had started to cut into profits. The once-successful company soon faced dim prospects. With revenues sagging and deals disappearing, the sibling team began a decades-long effort to reinvent the plant. They expanded business lines with aloe, carrots, beets, watermelon and celery processing. They even toyed with hair dye. By experimenting with new markets, marshaling researchers from the University of Florida and Iowa State and also pounding on doors, they began to turn around their family legacy. Their global approach to production, sourcing and sales led them to prized contracts. Ultimately, the pain of reinvention paid off for the Browns. Author Dan Tracy paints a portrait of a family rooted in agribusiness. His book, School of Squeeze, also underscores the values and courage of generations that have constantly rethought their circumstances to find new opportunities. Layered with photos, this fast reading book promises to inspire everyone from new employees and entrepreneurs to managers and consultants.

About the Author
Tracy, Dan: - Dan Tracy is a freelance writer who spent more than 35 years as a newspaper reporter, primarily with the Orlando Sentinel. He covered just about every beat imaginable, won numerous awards and was nominated three times for the Pulitzer Prize. He now concentrates on long-form journalism. An avid runner, cyclist and hiker, he lives in Orlando with his wife, Judy Watson Tracy, an a award-winning photographer.