Citrus farmer takes juices to market
 
Sherry Boas
Sentinel Correspondent

September 16, 2001

CLERMONT -- Matt McLean has seven nieces and nephews, so it is fitting that he be known as "Uncle Matt."

But the passionate Clermont man has taken his nickname to the business world, launching a line of organic juices nationwide known as "Uncle Matt's Organic Juices."

Born into a seventh-generation Florida family, McLean, 29, hasn't strayed far from his roots. Starting with Angus Benjamin McLean in the late 1800s, the McLean family has been farming citrus in the sandy soil of Central Florida for four generations.

As a child, Matt McLean worked in the groves along with his father and brother. Before the freezes of the 1980s, the McLeans farmed more than 700 acres of citrus groves in the Clermont area.

"I would pack the boys' lunches and send them out for the day," said his mother, Susan McLean. "Sometimes I'd feel kind of bad sending them out all day to work so hard in the hot sun, but Matt and his brother, Ben, learned a lot back then working outside with their father."

After graduating from the University of Florida in 1993 with a degree in business finance, Matt formed McLean Marketing, Inc., a licensed and bonded citrus fruit dealer providing citrus juice throughout Europe and the Middle East.

Throughout the 1990s, McLean's import-export business prospered, but his own focus began to broaden.

"I began to take notice of organic agriculture and realized how important it was for the future of not only the industry, but of the environment," he said.

The organic food market has expanded about 25 percent a year for the last few years, according to some industry statistics. More organic foods have found homes in mainstream markets, including more than $15 million in annual sales of organic juices alone.

Matt McLean decided to break into the retail end of the business and put himself through a nine-month period of self-education to learn everything he could about the retail juice business.

At the end of the nine months in 1999, Matt and his mother, Susan McLean, launched Uncle Matt's Organic Juices. Three certified organic citrus groves in South Florida were contracted to grow the varieties necessary for the company to produce the orange juice.

Florida law dictates the measures farmers must follow to be certified "organic," which includes annual inspections. Studies have shown that one-third of chemicals used on oranges are for cosmetic purposes only, according to the Florida Department of Agriculture and Consumer Services.

So, with certified growers lined up, the juice was packaged and shipped to retail outlets across the country.

The family roots of the business are on each carton of juice.

Each bright, bold carton includes a picture of one of Uncle Matt's young nieces and nephews as well as the story of their uncle, written by sister-in-law AnneMarie Bambino McLean.

Cartons of the juice line the shelves of stores at Super Target, Chamberlin's Market & Cafe and Whole Foods Markets. They are also available in stores from California to Canada. He hopes to have Lake County retailers soon. About 650 Publix stores in Alabama, Georgia and across Florida plan to begin carrying the juice in mid-October.

Karen Antonelli, purchasing director for all seven Orlando-area Chamberlin's Market & Cafés, was sold on the products.

"Honestly, his orange juice tastes like you just squeezed it at home, and his apple juice is awesome," said Antonelli. "Plus, Matt is extremely devoted to the organic food movement. I never have had any doubt about his products. They are exactly what he says they are -- very clean, fresh and organic."

Duke Ibanez, dairy buyer for the Winter Park Whole Foods Market, said customers are snapping up the juice.

"They move really well in our store. We sell between six and seven cases a week of each of his three juice varieties, and I am always ordering more. Our customers love them," said Ibanez, who adds that Uncle Matt's juice is the lowest-priced organic apple or orange juice Whole Foods Market carries.

A half-gallon of orange or apple juice goes for $3.99 at the Whole Foods Market.

"We are a lot like a David and Goliath story," said Matt McLean. "In Florida, there are 900,000 acres of conventional citrus and only 8,000 acres of organic citrus. We are the David battling a giant agricultural industry. In retail stores, it is us versus the big juice manufacturers. We are the David of the juice market as well. It is an uphill battle but one I know we can win.

"It's so rewarding to be doing something you love and that can make such a difference in other people's lives."

Copyright © 2001, Orlando Sentinel