Irwin S. Morse, M.D., founder of Morse Enterprises Ltd., has retired after 26 years. Gerald O’Connor bought the company from Dr. Morse for an undisclosed amount. O’Connor intends to take a “hands on” interest as President and CEO.
Morse Enterprises Ltd. developed and distributes the KeyPlex line of agricultural micronutrient and bio-pesticide products with a loyal following among Florida citrus and vegetable growers. When asked why he was first attracted to KeyPlex, O’Connor casually remarked, “I grew up on a farm so I know what good food tastes like.”
O’Connor indicated that the company’s first responsibility is to its devoted existing customers, but that the product is too revolutionary not to share with the rest of the global agricultural industry. Plans for increased distribution networks include the U.S. as well as Central and South America.
Goals of quadrupling revenue within 3 years should keep O’Connor on his toes. He plans to meet this goal through increased sales of current products while investing heavily in continued research and new product development. Increased marketing expenditures and sales force additions are also planned.
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