Publisher's Synopsis
Sometimes success comes from gut instinct, risk taking, and a good sense of humor.
In this story, we hear from Walt Lincer and Syl Harris as well other major contributors in the growth of the brand known today as Florida's Natural. Together they share the stories of how they turned a small cooperative of Florida citrus growers into marketers of a national brand. Told with anecdotes that highlight missteps, bold moves, and corporate schemes, Walt and Syl show that the unthinkable is not always impossible, and that with the right strategy a small brand can refuse to stay hidden in the shadows.
