In Florida’s west-central region, conservation leadership often sprouts from unexpected places, including an appliance store with a soft spot for wildlife. For Claude Ward, longtime business owner and Florida Wildlife Federation supporter, giving back to nature is part of his personal values, business philosophy, and family life.
From preserving longleaf pine scrubland to inspiring the next generation with a gopher tortoise mascot, Claude embodies what it means to be a Conservation Champion.
Claude Ward on horseback
A Life Rooted in Florida
Claude moved to Florida in 1968 and has called it home ever since. Though born in France, his adult life has been grounded in the Sunshine State, where he and his wife April have spent over four decades sharing a deep love for nature.
Claude entered the appliance business as a teenager. After launching his own company and building a career from the ground up, he merged with Famous Tate nearly 30 years ago. Today, the company operates 11 stores, but Claude has always stayed connected to the outdoors.
He and April live on five acres, including two acres of wetland, which they’ve kept intentionally wild. The land is home to native wildlife and thoughtfully managed to preserve its natural state.
Claude and April on horseback
Claude and April also enjoy horseback riding. In pursuit of wilder riding trails, the couple purchased 50 acres in Gilchrist County. That land, a peaceful stretch of longleaf pine and scrub, became a retreat where they could reconnect with wild Florida—and a haven for native species like gopher tortoises, deer, owls, and pileated woodpeckers.
From Showroom to Scrubland: Tater the Tortoise is Born
Claude’s support for conservation found a unique voice through his business. During a bustling grand opening event, he noticed that while the store’s promotions brought in families, younger visitors seemed restless. When he began handing out plush animal toys from a vendor, the atmosphere shifted.
Inspired, Claude and his team created a meaningful giveaway of their own. With help from a local classroom, they chose the gopher tortoise as their mascot. In 2018, “Tater” the tortoise was born, named after the company’s employees, affectionately called “Taters.”
Claude’s team poses with “Taters”
Customers can take home a Tater plush with a donation that supports gopher tortoise conservation through FWF. The species’ role as a keystone animal, along with its longevity and resilience, felt like a natural match for the company’s values.
Since then, Tater has become a core part of the company’s identity, promoting conservation and strengthening employee culture. The initiative also supports Famous Tate’s broader sustainability efforts, including appliance and packaging recycling.
Protecting Land, Preserving Wild Florida
Claude’s property in Gilchrist County is now listed with the Florida Wildlife Federation as a conservation legacy. With trails for walking and horseback riding, and a habitat that looks much like it did a century ago, the land serves as a reminder of Florida’s natural beauty and what’s at stake as development expands.
Though 50 acres may seem modest, Claude views it as an important piece of the conservation puzzle. He has witnessed firsthand the loss of wildlife and habitat over the decades. His hope is simple: to preserve the land just as it is, and perhaps one day, to see it used for environmental education and inspiration.
A Message for Fellow Stewards
Claude recalls feeling unsure of his role at first with FWF, especially when surrounded by field-based conservationists. Over time, he came to understand that anyone can help, even in unexpected ways.
He encourages other business leaders to think creatively about their potential impact. Whether through donations, partnerships, or advocacy, even small contributions can make a difference. He adds that supporting conservation can also strengthen a company’s culture and attract mission-driven employees.
Despite the challenges facing Florida’s wildlife, Claude remains hopeful. He’s especially inspired by younger generations—children who light up when they meet Tater or explore the outdoors. The more they experience nature, the more they want to protect it.
We appreciate the support of Claude Ward, his wife April, and Famous Tate Appliance and Bedding Centers. Thanks to champions like Claude, who blend land stewardship and business creativity with quiet determination, Florida’s wild future looks a little brighter.
August is National Make-A-Will Month, making it a perfect time to consider how you can leave a lasting legacy for Florida’s wildlife. Like Claude, you can help protect wild lands and species for future generations through a planned gift or bequest. Explore our planned giving resources to learn how your commitment today can shape tomorrow’s wild Florida.
