From a humble citrus grove to grocery store shelves nationwide, one organic beverage brand is rewriting the story of how family values and farming heritage can fuel bold innovation. What does it take to turn a backyard passion project into a market leader in the crowded better-for-you beverage space?

Matt McLean, a fourth-generation citrus grower and organic farming advocate, believes it starts with staying rooted in purpose. He highlights how decades of agricultural wisdom from his father and grandfather helped him convert over 1,500 acres to organic citrus, forming a network of growers committed to sustainability. The result? A thriving, mission-driven brand that balances tradition with constant product innovation. Matt emphasizes that family wasn’t just a part of the business; it was the foundation.

On this episode of the Firebelly Social Show, Duncan Alney talks with Matt McLean, CEO and Founder of Uncle Matt’s Organic, about how family and farming heritage powered the rise of a leading organic beverage brand. They explore Matt’s early export roots, the transformation of Florida’s groves, and how innovation led to teas, lemonades, and functional juices. Matt also talks about becoming the official orange juice of the Orlando Magic.

Here’s a glimpse of what you’ll learn: 

• [2:24] Matt McLean reflects on starting Uncle Matt’s Organic despite wanting to leave the citrus industry
• [5:27] How Matt’s import/export juice experience led to starting his organic juice company
• [8:05] The origin story behind the name “Uncle Matt’s” and its connection to family
• [12:48] The role family played in building the company, from the farm to business operations
• [19:02] Staying focused on customer needs while growing and expanding into new product lines

About Matt McLean:

Matt McLean is the CEO and Founder of Uncle Matt’s Organic, a company that makes certified organic juices using fruit grown without synthetic fertilizers or pesticides. He launched the business in 1999 on just three acres in his father’s backyard in Florida, drawing on a family legacy of citrus farming. After selling the company to Dean Foods in 2017, he reacquired it in 2020 with a group of investors, restoring founding leadership and expanding its product line. Today, Uncle Matt’s Organic is the top-selling organic orange juice brand in the US, sold nationwide in thousands of stores.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Matt Mclean on LinkedIn
• Uncle Matt’s Organic
• Andy Epstein on LinkedIn
• Taylor Carlier on LinkedIn

Quotable Moments:

• “It connected me to my roots of citrus and what I really loved about our family.”
• “Organic is non-GMO. We believe organic is the gold standard in food and farming.”
• “He said, what do you think I did before pesticides were invented? We farmed organic.”
• “Every day I come in with a challenger brand still. Cue the Rocky music as I walk in.”
• “If you’re humble enough, you’ll listen to them, right?”

Action Steps: 

1. Stay grounded in your company’s mission: Remaining true to your core values helps guide decision-making and fosters long-term trust with customers.
2. Involve family or trusted partners early on: Leveraging personal networks can strengthen business foundations and add emotional investment to your mission.
3. Start small and focus on quality: Launching with a single great product builds credibility and allows for thoughtful, sustainable growth.
4. Prioritize innovation guided by customer needs: Listening to your audience ensures your product evolution aligns with market demand and consumer expectations.
5. Commit fully to sustainability practices: Long-term success is built when environmental responsibility is baked into your operations, not just marketing.