THE Florida citrus industry is capitalising on the resurgence of the popularity of superheroes by revamping its own mascot – Captain Citrus.
The Florida Department of Citrus (FDOC), together with comic book publisher Marvel, has redesigned Captain Citrus in order to engage young people with the benefits of oranges and orange juice.
Transformed from a life-sized orange into a young man mysteriously powered by the sun, the newly imagined Captain Citrus is a sculpted hero clad in a muscle-skimming citrus-hued suit.
Appearing alongside Marvel’s popular Avengers Assemble characters in a series of custom comic books, Captain Citrus battles villains while helping to convey the values of the Florida citrus industry and the importance of making smart choices about nutrition.
The FDOC’s partnership with Marvel includes a print comic book distributed free to one million children in schools across the country.
An educational teacher’s guide, providing a lesson plan aligned with best practices teaching guidelines, will accompany them.
FDOC executive director Doug Ackerman said raising awareness of the amazing nutritional benefits of Florida citrus, especially among families, is a priority.
“With a well-established audience and a proven track record of success, Marvel is the perfect partner to help make that happen on a global level,” he said.
In the debut issue, readers are introduced to John Polk, a young man empowered by mysterious solar pods discovered in his family’s citrus grove.
When trouble arises in nearby Orlando, the Avengers go into action and Polk feels compelled to join them.
Harnessing the power of Florida sunshine and an affinity for the grove where he grew up, Captain Citrus helps defeat the villain and his plans for world domination.
Creative director and editor for Marvel Entertainment Bill Rosemann oversaw the development of Captain Citrus.
“In addition to battling evil, the Avengers also represent the ideals we all should strive for, including trust, diversity, and teamwork,” Mr Rosemann said.
“Likewise, Captain Citrus will show readers that while they may not be able to fly or shoot solar blasts, they can make healthy choices in their everyday lives and unleash the hero within.”
