Peter Wells, a fourth-generation Florida citrus grower, faces increasing challenges from hurricanes, urbanization, and diseases such as huanglongbing (HLB). At a University of Florida field day, he learns about finger limes (Citrus australasica), a recently introduced citrus crop with tolerance to HLB and growing appeal in gourmet food and beverage markets. Finger limes offer diversification and premium price opportunities, but uncertainties remain around supply chains, regulatory hurdles, and long-term demand. This teaching case places students in Peter’s position as he considers whether to convert part of his land to finger limes, continue with traditional citrus, or exit citrus all together. Students are asked to analyze the opportunity using an integrated framework—supply chain mapping, economic systems, and diffusion of innovation—to weigh risks, motivations, and adoption dynamics. Designed for capstone undergraduate and master’s students in agricultural economics and agribusiness, the case develops applied skills in market analysis, innovation adoption, supply chain evaluation, and strategic decision-making under uncertainty.
