Azalea growers Jules and Janis Colle learned of Casselberry’s system of delivering oil from the railroad to the ferneries to prevent fern crops from freezing, and because they had been seeking the perfect place to grow Belgian azaleas, they came to Casselberry in 1939 and founded Belgian Azaleas Inc. with Hibbard Casselberry. Their enterprise became not only a business but also a promotional tool for the town, as visitors were invited to tour the azalea gardens, brochures promoted Casselberry as the Azalea Town, and Hibbard Casselberry gave azaleas to new homeowners, some of which can still be seen in yards today.