Businesses in Plant City helps others as Florida Strawberry Festival kicks off

PLANT CITY, Fla. — Strawberry season is a big deal in Plant City, which is known as the winter strawberry capital of the world. With the season comes the Florida Strawberry Festival, drawing in thousands of visitors, many of whom turn into repeat customers for local businesses.

It’s out with the old and in with the new at RAOK boutique in Plant City, as the staff prepares to launch its latest strawberry-themed collection.

“This is our twelfth year,” said Brigitte Hodge.

She is one of the owners and has strong roots in the community, and she has seen firsthand the effect the festival has each year.

“It supports the farmers in the community and actually just our small town,” she said.

For her business, that support often means an increase in foot traffic. Hannah Benton is a co-owner of the boutique.

She said that the months after Christmas can be slow for retailers, making strawberry season a welcome boost.

“This is not typically the busy season, so I feel that strawberry is just a wonderful fill-in,” she said.

The tradition has grown to include everything strawberry, from candles and jewelry to t-shirts.

And the effect goes beyond just one store. Raok works with more than 10 local businesses to bring their collections to market.

“We work with local printers to bring it to life, so you’re supporting three small businesses with the purchase of one tee,” Hannah said.

One of those partners is Cap and Cole. Owner Ashlynn Hotchkiss said that she has printed more than 50 shirts for Raok this year.

Those partnerships can lead to more business long after the festival ends.

“Somebody sees that, and they’re like, ‘Oh, Cap and Cole, she did their shirts, maybe they’ll do our shirts for this, this, and this,’ not necessarily just the festival,” Hotchkiss explained.

Cap and Cole was founded in 2023. Ashlynn says she’s been able to connect with more people and print all designs in-house.

For these business owners, it’s about working together during a season that brings new faces and new opportunities to town.

“We all benefit from it,” said Brigitte.

A busy month ahead, one many local businesses say feels like a second Christmas.

The Florida Strawberry Festival kicks off Feb. 26 and runs through March 8.