Ed Rosenthal, president of Florikan E.S.A., is burnishing the image of fertilizers. In 1982 he and his wife, Betty, began offering Nutricote, a controlled-release fertilizer. Ed hoped this product would change the way growers looked at fertilizer. He encouraged customers to use fewer applications and take full advantage of the product’s special staged-release formula. Florikan also began custom blending fertilizer to meet specific grower needs and reduce waste.
Each of Rosenthal’s business strategies is centered on environmental stewardship. This year, Florikan plans to take their message to consumers by launching Dynamite, a long-lasting controlled-release fertilizer for home gardens.
“It’s so difficult to accept as a fertilizer manufacturer that we have people not using product correctly, which is contributing to environmental problems,” Rosenthal said.
Dynamite will help remedy that problem, according to Rosenthal. The fertilizer only needs to be applied every nine months. Less fertilizer means less runoff entering the nation’s waterways. Rosenthal also wants to pass along some simple rules to guide the nation’s gardeners.
“Don’t fertilizer in the summer,” he said. “Don’t fertilize when it rains. And if you’re fortunate enough to be on the water, have a border between the edge of the turf and the water.”
Rosenthal said Dynamite will help consumers achieve more gardening success in addition to minimizing environmental impact. The product contains helpful minor nutrients such as magnesium, copper and boron--very necessary components, according to Rosenthal.
“If you don’t have them in the product you’re basically setting up the consumer to fail,” he said. “From our perspective, we could never do that with a commercial grower, we can’t do it to consumers.”
Florikan’s commitment to eco-friendly practices goes far beyond their products. They’ve sponsored a documentary on harmful algal bloom, which is attributed in part to fertilizer run off. Florikan has also sponsored work of researchers studying the impact of algal bloom on the environment.
Florikan’s efforts in this arena have been recognized by numerous organizations. In 2005, the company received the Gulf Guardian Award, part of a program administered by the Environmental Protection Agency and the Gulf of Mexico Program Partnership. In 2006, Florikan’s growth and stewardship were recognized Florida Governor Jeb Bush and
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