Innovating Citrus Naturally & Sustainably
INNOVATION FROM THE EARLIEST DAYS
In 1926 WG Roe wasn’t thinking about “innovation”, he was living it. This is evidenced by his decision to include the Dancey Tangerine in its original citrus groves, while most Florida growers were focusing on orange and grapefruit varieties.
Second generation Roe family, Willard and Fred weren’t dreaming of a legacy of innovation when they made the decision after WWII to accelerate the unique vision to be the top tangerine specialists in Florida.
Perhaps by the time of the third and fourth generations of the Roe family “innovation” was a long-ingrained way of doing business. The fourth generation established an R&D facility — something that typically only major agricultural-focused universities or the Government Agencies would take on.
They spent nearly four decades breeding new, easy-to-peel, tangerines with little or no seeds and amazing flavor. This process eventually produces what is known today as Noble Juicy Crunch®️️, Autumn Honey®️️ and New Generation Florida Tangerines.
Today, the fourth generation – digitally savvy, creative, and eco-conscious – is putting into place sustainable, aggressive horticulture solutions on our ever-growing 4,400 acres of groves, and helping to spread the word about our craft-cultivated pummelos and tangerines.
SUSTAINABLE STANDARDS FOR ALL NOBLE PRODUCTS
Highest Growing Standards Possible
- Trees pruned to just the right height for perfect harvest
- Water-saving technologies always used
- Regular inspections
Hand Picked
- Naturally ripened on the tree
- Hand picked
- Transported in bins to the packing house that is minutes away
Quality and brix tested
- Inspected for quality
- Tested for brix content*
*Brix measures citrus sweetness. A typical tangerine may be 10-11 where Noble Juicy Crunch is as high as 17. Nothin’ is sweeter.
Pampered Packing
- Gently cleaned in a process called drenching
- Hand graded and sorted by size
- Protective wax coated
- Hand stickered
- Hand positioned in one of several innovative packages designed to preserve perfect ripeness
- Shipped to order or occasionally briefly stored on our perfect-climate cooler area
