Jason Watts
Florida Farmer of the Year 2024
Growing up in the rich agricultural area of Okeechobee, Jason Watts is the grandson of dairy farmers on both sides. His great-grandfather grew citrus crops, as did many farmers in those days. He said, “My uncles, grandmother, and eventually my dad owned citrus groves, and I have vivid memories of working in orange groves, fertilizing by hand, and caring for micro-jets. When my dad and his brother grew watermelons in the 1980s, I sold them from the field out of the back of my dad’s old El Camino.”
Jason’s early background included college football at the University of Kentucky, while majoring in Individual Studies of Agriculture, professional football with the NFL, construction work, and cattle ranching on leased land. He met his future wife, Amanda, through a mutual acquaintance at a social event in Orlando. The two were married in 2002, three years after she graduated from the University of Central Florida with a BA in Communications. Her early career focused on teaching Kindergarten and first grade students in Polk County.
In 2006, the couple started their own herbicide company, known as Florida Best, Inc. They work primarily with state and federal agencies to eliminate exotic and invasive weeds and plants found in natural areas of the state—all with the aim of protecting and preserving Florida’s natural habitat. Clients include Florida Fish and Wildlife, South Florida Water Management, and occasionally the US Fish and Wildlife Service. Jason commented, “We focus on spot-spraying for exotics like tropical soda apple, smut grass, cogon, and peppers, while providing vital assistance in reclaiming woody areas from invasive species.” The company has also branched out into spraying for Florida cattlemen as well as providing manual labor for fence cleaning in cow pastures. It has 64 full-time employees.
In 2009, under the Florida Best Farms entity, Jason and Amanda began growing blueberries on a modest 10 acres that’s now expanded to 460 for that crop. Jason said, “Florida Best Farms primarily operates as a blueberry farming company and packing house. Our muscadine grapes represent the vast majority of that product in the fresh market across the country. We also have a hand in ranching with our Brangus cattle, crossbred between Angus and Brahman, known for their lean meat, adaptability, and high fertility. Currently we’re working on a joint venture to ship feeder calves to Kentucky where they will be finished. Lastly, we tend around 225 honey bee hives.”
On 1840 total acres of owned and rented land, crop yields for Florida Best Farms are as follows: 460 acres of blueberries yielding 4000-5000 lbs/acre; 160 acres of muscadine grapes yielding 4000-5000 lbs/acre; 1160 acres/200 breeding cattle with 85 percent calf production; and 225 honey bee hives. Florida Best, Inc. sprays approximately 50,000 acres per year average for state and federal government agencies.
With an initial goal early on of reaching 200 acres of berry production, Jason committed to packing the farm’s own fruit by building a state-of-the-art packing facility to manage anticipated volume. In the past eight years, Florida Best Farms has packed approximately two million pounds of blueberries each year, accounting for roughly 10 to 15 percent of the statewide volume. In the 2024 season, they packed 2.5 million pounds. Jason added, “We also help local smaller farms with their packing needs. But we couldn’t accomplish any of these things without our great team of 24 full-time employees and between 275 to 300 or more of H2A workers during blueberry season.”
After the blueberries are picked, they are marketed from March through early May by using various marketers who have outstanding relationships with top retailers. For the past four years Publix Supermarkets have been buying 70 percent of the muscadine grapes, with 30 percent going to other retailers. Jason added, “We’re looking to expand our marketing efforts for these specialty grapes that are harvested fresh in July. They’re a highly sought after fruit because not only are they delicious but they’re also rich in antioxidant content.”
Jason and Amanda Watts have four children. Their oldest son, Cole, age 20, currently works for the family during the blueberry season. He’s responsible for making sure that shipments are correct by filling coolers and properly loading trucks. He also does day work for other ranchers and manages the cattle herd during the rest of the year. Second son, Rusty, age 18, also works on the farm and plays football. He hopes to earn a sports scholarship to college. Their daughter, Morgan, age 16, helps out during the busy season doing whatever needs to be done. She also enjoys taking care of the horses and is interested in all sorts of animals. Their youngest daughter, Savannah, age 14, is vice president of her FFA chapter (her siblings all participated in FFA); she and her sister play volleyball on a local travel team. Savannah was also just named Junior Miss Silver Spurs for the Silver Spurs Rodeo.
Jason added, “Amanda now works full-time on the farm, lending her skills to the administrative side of things as well as to whatever needs to be done during the height of the growing season, whether it’s packing or transporting or a number of other tasks. My parents continue to help out during the harvesting and packing seasons by providing assistance through cooking and other ways. Dad manages the moving of crews from one field to another, which includes the pickers and all the equipment.”
Some of the main challenges faced by any blueberry grower in Florida are the high cost of H2A labor, competition from Mexican imports, and utilities to fuel a couple of dozen wells for irrigation and to maintain a 48 degree temperature in the packing house and 34 for coolers. Jason noted, “With the recent statewide increase, a monthly power bill can be exorbitant which, of course, cuts down any profit margin.”
Another challenge is sandy soil that lacks the essential nutrients, acidity, and organic materials needed for them to prosper. Its poor water retention attribute exacerbates the situation. Jason said, “One way we’ve found to hold the moisture in the soil is to apply a product called Life Soils. We’ve had great success with it the last five years. It’s made of 25 percent group up trees and 75 percent pine bark mulch. This combination allows an organic growing material medium to mix with the mulch, allowing for health growing conditions.”
Another significant challenge is the decline in bee population, a crucial and integral component of farming in the area. Jason is tackling the issue by raising bees in-house with the help of his oldest son, Cole and daughter, Morgan. Jason said, “Cole’s been working with a family friend and bee supplier for us, providing valuable knowledge about caretaking and growing bees that pollinate blueberries here on the farm. Morgan has also been hands-on learning these skills.”
On the county level, Jason has served as a church deacon, a Lake Wales High School offensive line coach, booster, and sponsor. On the state level, he is a member of the Florida Cattlemen’s Association, the Florida Blueberry Growers Association, Fresh From Florida, and the Polk County/Florida Farm Bureau. On the national level, he is a member of the US Highbush Council and a past member of Demand American Grown. He’s also an active advocate for Florida agriculture on the national scene.
On the state level, Amanda is a member of the Florida Cattlemen’s Association, Fresh From Florida, and the Polk County/Florida Farm Bureau. On the national level, she is a member of Tunnel to Towers Foundation, a St. Jude sponsor, a lifetime member of the NRA, and a Samaritan’s Purse volunteer for Operation Christmas Child.
To address local environmental concerns, Jason has planted native trees and shrubs along fences to control outside influences and has put in place Field Scout Reporting, a close observation and monitoring system. He’s implemented Integrated Pest Management (IPM), including fly sticky traps, snail bait, solar-powered CO2 cannons, noisemakers, and bird calls to deter flocks of waxwings. Calibration and certification of scales and measuring devices have also been enforced, with annual self and risk assessments in place in each farming area to evaluate procedures.
Rain gauges have been installed to measure quantities of rainwater and to enable effective water management for conservation. Micro jet irrigation is used for improved irrigation containment. Blueberry bushes have been planted in Life Soils and mulch mixture to help with pH and water containment. To prevent erosion, crushed millings are used on main roads, and clay dirt is used on secondary routes.
Locally, the Watts are active members of Northridge Church. And when they have some off-season leisure time, they take advantage of a hunting lease in South Carolina and enjoy fishing and offshore boating activities in the Florida Keys with extended family. The best vacations are when we can spend time together in the Keys and return to the farm every few days as needed. They’ve also enjoyed trips to Colorado for horseback riding and camping adventures as well as attending and participating in rodeo events.
When it comes to lessons that farming has taught Jason, he commented, “With our primary blueberry crop, as a perishable, you’re always on the clock. The market moves quickly north from its start in Florida to Georgia, North Carolina, New Jersey, and Michigan. That means you have to work like a wild person within a short time span, even if that means 16-to-20-hour days, seven days a week. Just when you think you can’t do any more and you’ve reached your limit, you keep pushing harder until you get to that critical one-to-two day peak when the market moves on. It’s like when the last grain in the hour glass drops. Then you know you can take a breather.”
He added, “One of the most meaningful rewards of being in agriculture is that intangible bond you feel with other farmers who know the value of hard work, persistence, and, with God’s help, that ultimate achievement of your personal, family, and community goals. And, because honor means something, a handshake can still be as good as a signature on a contract in this way of life.”
Jason Watts was nominated Florida Farmer of the Year by Andrew J. Neuhofer, Florida Farm Bureau Federation District 6 Field Supervisor. He said, “I nominated Jason for this honor because he and his wife, Amanda, started their farm from scratch and have been successful in a short period of time. They are innovative in their ideas and methods, and they work to be their best every day. Jason, Amanda, and their four children are all involved in some aspect of the operation and are the epitome of a modern day family farm.”
Harper Family Holdings, the Alabama Farmers Federation, Arkansas Farm Bureau, Florida Farm Bureau, Georgia Farm Bureau, North Carolina Farm Bureau, Tennessee Farm Bureau, and Virginia Farm Bureau have joined together to generously sponsor the 2024 program.
State winners of the Sunbelt Expo award will receive a $2,500 cash award and an expense-paid trip to the Sunbelt Expo from the sponsors. A vest from the sponsors will be given to each state winner and nominator. The Moultrie Colquitt Co. Chamber of Commerce will give each state winner a local keepsake.
The state winners are now eligible for the $15,000 cash prize awarded to the overall winner by the sponsors. Massey Ferguson North America will provide each state winner with a gift package and the overall winner with the use of a Massey Ferguson tractor for a year or 250 hours (whichever comes first). A jacket from the sponsors will be given to the overall winner. Hays LTI will award the overall winner with a HAYS Smoker/Grill. In addition, the overall winner will receive a Henry Repeating Arms American Farmer Tribute Edition rifle from Reinke Irrigation.
The Sunbelt Expo is coordinating the Southeastern Farmer of the Year awards for the 34rd consecutive year. $1,324,000 in cash awards and other honors have been awarded to two hundred ninety six southeastern farmers since the award was initiated in 1990.