Urbanization

 Fort Myers is one of the fastest growing areas in the U.S. In 1970, Lee County
had slightly over 100,000 residents, but by 1990, there were 338,000. By 2010, Lee
County's population is expected to increase by over 80 percent from 1990 levels to nearly
617,000 (Table 2.5.5). Several other counties in the market's service area, namely
Collier and Charlotte, have also experienced rapid increases in population and are likely
to continue to grow rapidly. However, Lee County's population is projected to increase
at a much higher rate than other counties in the service area. Lee County's population
density is projected to increase from the 1990 level of about 421 persons per square mile
to 768 per square mile, about triple the projected population density of the next most
densely populated county in the market's service area.
 The rapid urbanization of the area has engulfed the Fort Myers SFM. Industrial
and residential development, according to several Advisory Committee members, has
forced agricultural production further from the market. Opinions as to the adequacy of
the current location relative to production areas varied greatly. Although several on the
Advisory Committee suggested relocating the market nearer to 1-75 and the Southwest
Florida Regional Airport, they also conceded that the current location is quite accessible
and moving the market probably could not be justified. Given the large projected
population growth for Lee County over the next 20 years, it is likely that a site nearer
to 1-75 would suffer the same urbanization fate as the current location.

Environmental and trade issues

 Environmental and trade issues are other factors affecting long term market
viability. Respondents were asked how much of a problem each issue would be over the
next 20 years for agricultural production and marketing in the area. Respondents gave
a rating for each issue where "0" meant no problem and "10" meant the issue would be
a major problem.