Keel and Curley Winery: Cultivating Community and Innovation Through Fruit Wine and Cider

Keel and Curley Winery began as a modest 20-acre farm in Plant City, Florida, where Clay Keel’s father grew blueberries and experimented with innovative farming techniques. In the early 2000s, faced with excess blueberries, he decided to try his hand at winemaking. “He could have made cookies or jam, but he chose to make wine,” Clay shares with a smile. What started as a small experiment blossomed into a thriving business, with Keel and Curley Winery now producing a range of fruit wines and ciders enjoyed across Florida. When Clay took over in 2018, he brought a fresh perspective, blending his military and entrepreneurial background to expand the farm’s vision while honoring its roots.

At Keel and Curley Winery, teamwork and kindness are at the core of the company culture. Clay emphasizes the importance of treating each other with respect and creating an environment where employees feel valued. “We want this to be a place where people want to work—a fun, supportive environment,” he explains. This philosophy is reflected in how the team comes together during challenges, such as the aftermath of a hurricane. “The first thing we did was figure out who needed help—whose home was hit hardest—and we rallied around them,” Clay recounts. The team’s collective spirit ensures the farm thrives, even during tough times.

Keel and Curley Winery stands out for its focus on fruit wines and ciders, combining agricultural expertise with modern production techniques. The farm produces wines like blueberry, peach chardonnay, and elderberry cider, blending traditional winemaking processes with Florida-grown ingredients. “We’re the fruit wine people,” Clay says proudly, noting that their unique offerings cater to a growing audience looking for something beyond traditional grape wines.

Keel and Curley Winery has also embraced sustainable practices, such as implementing solar-powered irrigation systems and using the gardens for seasonal menu items. Their commitment to innovation extends to low-calorie and low-alcohol wine options, ensuring the brand evolves with changing consumer preferences. “We always want to stay ahead of trends while staying true to who we are,” Clay explains.

Overcoming Challenges

Running an agribusiness comes with its fair share of challenges, from unpredictable weather to rising energy costs. One of the most significant hurdles for Keel and Curley Winery is navigating Florida’s frequent freezes, which can threaten crops. The team uses irrigation techniques to protect vulnerable fruits, a method Clay describes as equal parts science and tradition. “It’s a calculated risk every time, but it’s what we do to protect the crop,” he says.

Another challenge lies in balancing the farm’s growth with operational costs. Clay’s leadership focuses on leveraging resources efficiently, from exploring sustainable energy solutions to maximizing the farm’s events and visitor experiences. These efforts ensure that Keel and Curley Winery continues to grow without compromising its quality or values.

Keel and Curley Winery is deeply rooted in the community, offering over 100,000 visitors annually a chance to connect with Florida’s agricultural heritage. The farm hosts seasonal festivals like the Blueberry Festival and Fall Harvest Festival, providing family-friendly experiences that celebrate local culture. Additionally, Keel and Curley Winery employs a dedicated team of brand ambassadors who sample their products in retail stores, ensuring a personal connection with customers. “That three-foot interaction is where the magic happens,” Clay explains, highlighting the importance of direct engagement. The farm also invests in sustainability through partnerships with organizations like Southwest Florida Water Management District, implementing water conservation projects and solar-powered solutions. These initiatives align with Clay’s vision of ensuring that the farm’s growth is both sustainable and community focused.

Advice for Aspiring Entrepreneurs

For Clay and his team, being named a GrowFL honoree is a testament to their hard work and dedication. “It’s great to be recognized for what we’ve built here,” he shares. “Our team is what makes this possible—they’ve embraced the mentality of never settling for good enough.” The award also reflects’ longevity and growth, standing as a testament to its evolution from a small family farm to a thriving agribusiness. Clay’s advice for young entrepreneurs is simple: “Go out there and do it. Don’t wait for a spark or perfect conditions—just start, and the harder it is, the more you’ll learn.” For more experienced leaders, he emphasizes humility and self-awareness: “Take responsibility for your team’s success and challenges, and always look for ways to grow as a leader.” Clay believes that modern leadership requires understanding and supporting employees both at work and in their personal lives.