Misfit Entrepreneur January 2025 - 438: From 3 Acres to 20K Stores, How Matt McLean Built an Organic Juice Giant

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Dave Lukas Chats with Matt McLean

438: From 3 Acres to 20K Stores, How Matt McLean Built an Organic Juice Giant

This week’s Misfit Entrepreneur is Matt McLean. Matt is the founder of Uncle Matt’s Organic, which he founded in 1999 with three acres in his Dad’s backyard. Uncle Matt’s is now the largest organic orange juice brand and the number one selling OJ and grapefruit juice in the U.S. with a full line of organic beverages sold nationwide in over 20,000+ stores. And it’s darn good because I drink it just about every day!

Starting aa brand from the ground up and growing it to be the largest in it’s space is no easy feat, so I’ve asked Matt to come on and share the story of how he did it and the lessons he’s learned along the way.

https://www.unclematts.com/

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Show Notes

Matt is a fourth-generation Florida citrus grower who originally intended to leave the citrus industry. After earning a degree in business and economics, he started a juice export company and discovered the emerging market for organic juice. A pivotal conversation with his grandfather—who reminisced about farming “the organic way” before synthetic chemicals existed—convinced Matt that organic was the future. Drawing on his family’s deep citrus expertise, he launched Uncle Matt’s Organic in 1999 with just three acres in his dad’s backyard. Over time, he formed a network of like-minded growers, honed the art of creating consistently great-tasting orange juice, and slowly but steadily scaled the business into the largest organic orange and grapefruit juice brand in the U.S.

Talk to us about the phases the business went through and the key things you learned with each phase.

Early Start-Up Phase

Began with a single SKU: pulp-free orange juice.
Learned the complexities of perishable products and short shelf-life.
Focused on small local retail accounts and distributors to move the minimum production runs.

Building a Grower Network

Needed enough organic citrus supply to meet demand.
Convinced conventional growers to transition to organic (3-year transition).
Controlled the full process, from farming to juicing, ensuring consistent quality.
Brand Establishment

Secured early wins by getting into health-focused stores and local grocers.

Emphasized taste, quality, and the organic story to stand out.
Created a brand persona around “Uncle Matt,” reinforcing family legacy and authenticity.
Scaling to Larger Retailers

Landed Publix in 2001, which increased volume and credibility.

Used a mix of brokers, distributors, and direct retail relationships to expand regionally and then nationwide.
Maintained consistent quality control as volumes grew.

How do you make a great-tasting orange juice?

Timing of Harvest

Pick the fruit at the peak of ripeness for ideal sugar (Brix) and acidity balance.
Early-season oranges can be pale and more acidic; mid-to-late-season varieties offer richer color and sweeter flavor.

Variety Blending

Combine different orange varieties to achieve consistent taste and color year-round.
Avoid overripe or under-ripe extremes that produce flat or bitter flavors.

Speed and Freshness

Minimize the time from harvest to processing to prevent off-flavors or fermentation.
Monitor yield and quality metrics (like oil levels) for the perfect profile.

How did you scale distribution to 20,000+ stores?

Found a co-packer with minimum production runs and worked to meet those runs consistently.
Used brokers and distributors nationwide, plus direct relationships with large retailers.
Focused on the story of the family heritage, organic legacy, and great flavor to open doors.
Provided a clear point of differentiation from larger conventional brands.
Managed short shelf-life by staggering production runs and aligning with retailer order cycles.
Donated or discounted near-expiry product to reduce waste and maintain goodwill.

You started with three acres. How did you keep up with the growing demand?

Identified and partnered with other organic growers.
Convinced conventional farmers to transition acreage to organic over a three-year period.
Eventually reached up to 1,500 acres of organic citrus in Florida before citrus greening challenges.
Due to citrus greening, pivoted to sourcing from places like Texas, Mexico, Peru, and Brazil.
Maintained quality standards and organic certification globally.

What are the secrets to building a lasting brand?

Focus on a consistently great product
Quality and flavor must be repeatable and dependable.
Committed to high taste standards and organic farming integrity.
Family legacy resonates with consumers and they are authentic and real.
Showcasing genuine passion for organic and soil health fosters trust.
Have a purpose-driven message
Attract loyal customers who share your values.

What made you focus only on organic?

Family legacy and farming values
Grandfather’s experience farming before synthetic pesticides inspired a return to natural methods.
Desire to leave the land better for the next generation.
Belief in Holistic Agriculture
Avoiding single-factor “quick fixes” in favor of building healthier soil and more resilient trees.
Aligned with personal convictions about healthier food and environmental responsibility.
Long-Term Vision Over Short-Term Profit
Recognized organic is more expensive and lower margin initially.
Believed in the mission and the market potential for organic overall.

How have you built your team and culture at Uncle Matt’s?

Practice Servant Leadership
Open-door policy for everyone, from forklift operators to executives.
Matt looks for ideas from any level of the organization.
Stay true to your core principles and goals
Matt is a big fan of John Maxwell’s leadership philosophies.
They set clear metrics (KPIs) for each role, measuring progress regularly.
Always focused on the customer
Everyone’s job ultimately ties to serving the customer.
Ensure there efficiency, clarity in responsibilities, and cross-functional communication.

Are there any books you recommend for entrepreneurs?

John Maxwell’s works, Especially The 21 Irrefutable Laws of Leadership for foundational leadership principles.
Good to Great by Jim Collins
God Is My CEO (various authors) & Dave Ramsey’s Leadership Books

What is the #1 metric above all others that matters most to you?

Velocity on the Shelf
- Tracks how many units per store per week are selling.
- Measures whether consumers are actually buying and loving the product.
- Critical for securing and keeping retail partnerships.

Is there a question we should have asked that you feel is important?

Citrus Greening Disease
- Devastating bacterial disease spread by a small insect.
- Has dramatically reduced Florida’s organic acreage.
- Forced Uncle Matt’s to shift sourcing strategies worldwide while hoping for a cure.

Best Quote

I want to do it the way God intended. I want to do it the closest way to Mother Nature intended. And that's the legacy that I want to have and that I want to lead.

Take care of your health. Eat right, exercise, manage stress; your energy and longevity matter.

Choose organic. Clean, pesticide-free foods are better for both personal health and the environment.

Find your purpose and align your work or service with that deeper mission.

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