Papaya showing new public recognition as fabric is now being named after it.
From a 2/4/11 Produce News article by Christina DiMartino Craig Wheeling, a 23-year veteran at Brooks Tropicals who was instrumental in transforming the company into an agribusiness that now spreads across the Americas, announced his retirement as president of the Homestead, FL- based firm. "I'm going to miss the company and the people who work for it," Mr. Wheeling stated in a Feb. 4 press release. “Brooks’ employees are great people and dedicated to their work. It shows.” Mr. Wheeling achieved numerous accomplishments during his time with Brooks Tropicals. He spearheaded the company’s offshore papaya operations, which started with fewer than 30 acres more than 17 years ago, providing the major catalyst for the company’s more recent phenomenal growth. Through this venture, the company has grown to be the top importer of papayas to the North American market. The company’s outstanding success with its “SlimCado” avocados is also attributed to Mr. Wheeling. He developed the brand, highlighting the healthy differences between Florida avocados and the major California variety. It took two years of research and considerable legal groundwork to confirm the claim that “SlimCado” avocados have less fat and fewer calories. This not only brought the brand to market, but also brought the first nutritional fruit label to the U.S. market. The nutritional information ignited consumer interest, and the “SlimCado” has been featured in numerous consumer media venues, including an episode of “Brothers and Sisters” on ABC-TV. Brooks Tropicals’ Homestead headquarters and fields were badly damaged during Hurricane Andrew, a category 5 storm that ravaged South Florida in 1992. All the company’s buildings coolers were severely damaged. “We brought the steel in from Tennessee and the construction workers from Orlando,” said Mr. Wheeling. “The work was completed in four months.” Brooks Tropicals was the first large organization in the area to fully return to business. “We took the opportunity while volumes were down to complete projects like installing a new companywide computer system,” he added. “But more significantly, we changed from being a fruit broker and importer to a multinational grower.” Brooks Tropicals is currently harvesting the “Wheeling” avocado, which is a new, patented, off-season variety developed by Neal (Pal) Brooks, chairman of the board for the company. The demand for this off-season variety is such that the entire crop of Wheeling fruit has been sold prior to harvesting. “We like to be the leader in whatever major product we offer,” said Mr. Wheeling. “I’m proud of areas like our internal research department, which has allowed us to maintain our leadership over the years.” Mr. Wheeling added, “I’ve learned a lot from Pal. He is a brilliant agriculturist who has shown that you can still be fair in your dealings and build a great business. He has fostered a culture of honesty, innovation and doing what it takes to ensure consistent quality.” Mr. Wheeling said that during his career at Brooks Tropicals, he has had the pleasure of working with outstanding individuals in the industry. “I particularly remember Ralph Pinkerton, whom I had known on and off for many years,” he said. “He was a marketing genius who took California avocados from a small industry to a leading product.” Mr. Pinkerton, a previous chairman of the Produce Marketing Association, had produced the famous Angie Dickinson advertising campaign for Hass avocados. “We were in awe of him,” Mr. Wheeling added. “One day late in his career, Ralph just showed up at Brooks and said, 'You guys do interesting things; I am going to work for you.’ It was an offer I couldn’t refuse. We used to listen for hours as Ralph educated our staff on his philosophies of sales and marketing. He was a great man in so many ways.” Besides leading Brooks Tropicals to a future of great growth and success, Mr. Wheeling is known for his dedication and contributions to the community. He said that one of his fondest memories was the establishment of a charity in Belize in which school principals were asked what they needed for their schools. Brooks Tropicals would provide the items. “We would hunt for used textbooks from Florida or shoes from Mexico and then ask for help with shipping from freight companies,” he said. “It was super-efficient and fun.” Mr. Wheeling served as chairman of the U.S. Department of Agriculture’s Florida Avocado Marketing Board for more than 10 years. He also chaired Miami-Dade County’s Agriculture Retention Study, which looked at the future of 80,000 acres of largely undeveloped land south of the urban Miami area. “Looking toward agriculture’s future, I’m most concerned about non-native pests entering the U.S.,” said Mr. Wheeling. “We’ve seen the dramatic economic impact of citrus canker. I hope we can work as an industry to find the means to prevent such fungi, bacteria and other pests from entering the United States.” “No person has contributed more to the success of this company than Craig,” said Mr. Brooks. “I have the utmost respect for this man. He has espoused the creed that underlies the company’s success, which is, ‘Do what’s fair and right.’” Today, Brooks Tropicals has approximately 1,250 workers at its Homestead and Belize locations.
Excerpts from an 2/11 article in the Produce Retailer written by The Perishables Group
WheelingExcerpts from a 2/4/11 article In The Packer written by Doug Ohlemeier HOMESTEAD, Fla. — Longtime Brooks Tropicals Inc. president Craig Wheeling is stepping down from the company to pursue personal interests.
Wheeling, who has worked for Brooks since 1988, notified the avocado and tropicals grower-shipper his last day is Feb. 4.
Brooks officials are not seeking to fill the position at this time, said Mary Ostlund, director of marketing.
“I had a wonderful run and it has been a great company to work with. I have enjoyed it immensely,” Wheeling said. “I want to spend more time with family and do the things I enjoy.”
Wheeling caught the attention of Neal Palmer “Pal” Brooks, owner and chairman of the board, after Wheeling spoke up for him at a county commission meeting where Brooks was seeking a permit to build a lime juicing plant.
Wheeling, who had previously served as a vice president, advanced to chief executive officer in 1994 and was promoted to president in January 2009. Before joining Brooks, Wheeling, who hails from a south Florida Redlands region agricultural pioneering family, worked in finance in the chemical division of W.R. Grace & Co. and for a division of Citi Investments.
Brooks said the company’s relationship with Wheeling remains strong and that no other individual has contributed more to the company’s success. Wheeling transformed the Florida-focused operation that distributed mostly to East Coast customers into an importer with accounts across the country.
“He is absolutely fantastic,” Brooks said. “I have the utmost respect for him as a person and individual beyond the value of what he has done for the company. It just got to the point in his life where he wants to do different things. He has been very good for the company.”
Brooks said Wheeling’s largest accomplishment at the company was bringing organization to the operation.
During the mid-1990s, Brooks, which began operations in 1928, began to transition from a traditional grower-shipper to a more diversified marketing company by expanding its offshore program and intensifying papaya imports. Brooks calls itself the largest shipper of Florida avocados and largest U.S. importer of maradol-type papaya.
In 1919, Wheeling’s grandparents bought a citrus grove in present-day Miami and ran a dairy and later ran an avocado and lime farming and packing operation.
In 2008, Pal Brooks named a new avocado variety after Wheeling. The Wheeling variety bears fruit late January through early April.
“It was very kind of Pal to name a variety after me,” Wheeling said. “My family has been involved in this (avocado) industry since 1960. This is the first time anything like that has ever happened to our family.”
Wheeling was chairman of the U.S. Department of Agriculture’s Florida Avocado Administrative Committee for more than a decade, was a member of a Florida citrus canker advisory board, was a member of the state’s redbay ambrosia beetle invasive pest working group and headed the Miami-Dade County agricultural liaison committee.
Brooks officials have posted more information about Wheeling and his retirement in their blog.
After 23 years with the company, President Craig Wheeling is retiring from Brooks Tropicals LLC. During those years, Craig took the firm from a Florida focus with a mostly East Coast distribution to an agribusiness that crisscrosses the Americas in both operations and sales.
The building of offshore papaya operations, which started with fewer than 30 acres more than 17 years ago, provided the major catalyst for the company’s recent phenomenal growth. Through this venture, the firm has become the number one importer of papayas to the North American market.
Wheeling developed the company’s SlimCado brand, highlighting the healthy differences between Florida avocados and the major California variety. The claim that the SlimCado has “less fat and fewer calories” required two years of research and considerable legal groundwork. The research pinpointing the SlimCado’s fat content and calories was key — not only in bringing the brand to market but also in bringing the first nutritional fruit label to the U.S. market. The brand itself has ignited consumer interest, as shown when the concept was featured on an ABC-TV episode of “Brothers and Sisters.”
Wheeling also rebuilt the firm after category 5 Hurricane Andrew destroyed the company’s headquarters and fields in Homestead, Fla., in 1992. All of Brooks’ buildings and coolers were severely damaged. “We brought the steel in from Tennessee and the construction workers from Orlando; the work was completed in four months’ time,” said Wheeling. Brooks was the first large organization in the area to fully return to business.
“We took the opportunity while volumes were down to complete projects like installing a new companywide computer system. But more significantly, we changed from being a fruit broker and importer to a multinational grower,” said Wheeling.
Currently, Brooks Tropicals is harvesting the Wheeling avocado, which is a new, patented, off-season variety developed by Neal “Pal” Brooks personally. The demand for this off-season variety is such that the entire crop of Wheeling fruit has been sold prior to harvesting.
“We like to be the leader in whatever major product we offer,” said Wheeling. “I’m proud of areas like our internal research department, which has allowed us to maintain our leadership over the years.”
He added, “I’m going to miss the company and the people who work for it. The employees of Brooks are great people and dedicated to their work. It shows.”
About Pal Brooks, Wheeling noted, “I’ve learned a lot from Pal. He is a brilliant agriculturist who has shown that you can still be fair in your dealings and build a great business. He has fostered a culture of honesty, innovation and doing what it takes to ensure consistent quality.”
“In my career at Brooks, I also had the pleasure of working with outstanding individuals in the industry,” said Wheeling. “I particularly remember Ralph Pinkerton, whom I had known on and off for many years. He was a marketing genius who took California avocados from a small industry to a leading product.”
Ralph had been chairman of the Produce Marketing Association, had produced the famous Angie Dickinson advertising campaign for Hass avocados and had even parachuted sheep as a sales tool.
“We were in awe of him,” said Wheeling. “One day late in his career, Ralph just showed up at Brooks and said, “You guys do interesting things; I am going to work for you.” Wheeling remembers that it was an offer he couldn’t refuse. “We used to listen for hours as Ralph Pinkerton educated our staff on his philosophies of sales and marketing. He was a great man in so many ways.”
Wheeling believes in giving back to the community. One of his fondest memories was the establish-ment of a charity in Belize in which school principals were asked what they needed for their schools and Brooks Tropicals would provide the items.
“We would hunt for used textbooks from Florida or shoes from Mexico and then ask for help with shipping from freight companies. It was super efficient and fun,” Wheeling said.
Wheeling served as chairman of the USDA’s Florida Avocado Marketing Board for more than 10 years. He chaired Miami-Dade County’s Agriculture Retention Study, which looked at the future of 80,000 acres of largely undeveloped land south of the urban Miami area. Wheeling also served on the board of Miami-Dade County’s Crime Stoppers organization; testified before Congress on the dangers of invasive pests; and was a member of a Florida Citrus Canker Advisory Board, a member of the State of Florida’s working group on the devastating invasive pest the Red Bay beetle and chairman of the Miami-Dade County Agricultural Liaison Committee.
“Looking toward agriculture’s future,” said Wheeling, “I’m most concerned about non-native pests entering the U.S. We’ve seen the dramatic economic impact of citrus canker. I hope we can work as an industry to find the means to prevent such fungi, bacteria and other pests from entering the U.S.”
“No person has contributed more to the success of this company than Craig,” said Pal Brooks, chairman of the board. “I have the utmost respect for this man. He has espoused the creed that underlies the company’s success: ‘do what’s fair and right.’”
Brooks Tropicals has approximately 1,250 workers at its Homestead, Fla., and Belize, Central America, locations.
Excerpts from a Dec/Jan article in the AmericaFruit Magazine written by Jose Escobedo
