FLORIDA PROGRESS CORP /
DEF 14A, 1996-02-28
ELECTRIC SERVICES
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P.  O. Box 33042, St.  Petersburg, Florida 33733

[LOGO]                              NOTICE OF ANNUAL MEETING
                                          OF SHAREHOLDERS
[LOGO]

                                                              February 29, 1996
To the Common Shareholders:

           The Annual Meeting of  Shareholders of Florida  Progress  Corporation
(the "Company") will be held at the Marriott  Pavilion Hotel, One Broadway,  St.
Louis,  Missouri,  on Thursday,  April 18, 1996, at 9:00 A.M.,  CENTRAL DAYLIGHT
TIME, for the following purposes:

           1.         To elect four directors to serve for a three-year
                      term;

           2.         To vote upon the Company's proposal to approve a Stock
                      Plan for Non-Employee Directors of Florida Progress
                      Corporation and Subsidiaries that would pay 75% of
                      each non-employee director's retainer fee in common
                      stock;

           3.         To vote upon a shareholder proposal as set forth in
                      the accompanying proxy statement;

and to transact such other business as may properly come before the meeting,  or
any adjournment thereof.

           The Board of Directors has fixed the close of business on February 8,
1996, as the record date for the  determination of the shareholders  entitled to
notice of, and to vote at, the meeting and any adjournment  thereof.  A complete
list  of the  shareholders  entitled  to  vote  at the  meeting  will be open to
examination by the shareholders,  during regular business hours, for a period of
ten days prior to the meeting at the principal executive offices of the Company,
One Progress Plaza, St. Petersburg, Florida, 33701.


                                   By order of the Board of Directors,

                                   Kenneth E. Armstrong
                                   Vice President, General Counsel and Secretary

           You are urged,  whether you own one or many  shares,  to mark,  date,
sign and  promptly  mail the  enclosed  Proxy in the  enclosed  envelope,  which
requires no postage.



<PAGE>




Florida Progress Corporation, P. O. Box 33042, St.  Petersburg, Florida
33733, February 29, 1996


PROXY STATEMENT FOR ANNUAL MEETING
OF SHAREHOLDERS/APRIL 18, 1996


           This statement is furnished in connection  with the  solicitation  by
the Board of  Directors  of Florida  Progress  Corporation  (the  "Company")  of
proxies to be voted at the  Annual  Meeting  of  Shareholders  to be held at the
Marriott Pavilion Hotel, One Broadway, St. Louis,  Missouri, on Thursday,  April
18, 1996, at 9:00 A.M.,  Central  Daylight Time, or at any adjournment  thereof.
Any proxy  given  pursuant  to this  solicitation  may be  revoked by the person
giving it at any time prior to the voting  thereof by giving  written  notice of
revocation to the Secretary of the Company at the Company's  principal executive
offices at any time before the proxy is voted,  by  executing  and  delivering a
later-dated  proxy or by  attending  the  Annual  Meeting  and voting his or her
shares in person.  No such notice of revocation or later-dated  proxy,  however,
will be effective  unless and until  received by the Company  prior to or at the
Annual Meeting.

           Shares of Common Stock,  without par value (the "Common Stock"),  are
the only outstanding voting securities of the Company.

           Only shareholders  whose names appeared of record on the books of the
Company at the close of business on  February 8, 1996,  are  entitled to receive
notice of and to vote at the Annual Meeting and any adjournment  thereof.  As of
that date, there were 96,481,740 shares of Common Stock outstanding.  Each share
is  entitled  to one vote for each  director to be elected and one vote for each
other matter to be considered.  The  attendance,  in person or by proxy,  of the
holders of a  majority  of the issued  and  outstanding  shares of Common  Stock
entitled to vote at the Annual  Meeting is necessary  to  constitute a quorum to
transact  business.  The Florida Business  Corporation Act (the "FBCA") provides
that  directors  are  elected  by a  plurality  of the votes  cast and all other
matters are  approved if the votes cast in favor of the action  exceed the votes
cast against the action  (unless the matter is one for which the FBCA,  or other
applicable laws, or the Company's  articles of  incorporation  require a greater
vote). Therefore, under the FBCA, abstentions and broker non-votes have no legal
effect,  unless a specific percentage of those shareholders  entitled to vote is
required by the FBCA, or other applicable laws, or the Company's articles of
incorporation to approve a matter.

           The cost of  preparing  and mailing  proxy  material  and  soliciting
proxies  will be  borne  by the  Company.  Solicitation  of  proxies  from  some
shareholders  will be made by telephone or in person by regular employees of the
Company,  who will receive no  additional  compensation  therefor.  In addition,
arrangements  will be made with brokerage firms and other  custodians,  nominees
and  fiduciaries  to forward  solicitation  material  for the Annual  Meeting to
beneficial  owners,  and the Company will reimburse such firms for their expense
in so doing.

           This proxy  statement and  accompanying  notice and form of proxy are
first being sent to the  shareholders  of the Company on or about  February  29,
1996.

Election of Directors

           The Board of  Directors  of the Company  consists of twelve  members,
divided into three classes of equal size. The current terms of the three classes
expire in 1996 (Class III  directors),  1997 (Class I directors) and 1998 (Class
II directors).  Directors are generally  elected for three-year terms. Mr. Allen
J. Keesler,  Jr., a Class II director,  has resigned from the Board of Directors
effective April 1,
                                      

                                       1
<PAGE>
                       

1996. On February 8, 1996, the Board of Directors approved an
amendment to the Company's Bylaws to decrease the Board's size to eleven members
and to decrease the number of Class II directors  to three,  effective  with Mr.
Keesler's resignation on April 1, 1996. Four  Class  III  directors  with  terms
expiring  in 1999 are to be  elected at the  Annual  Meeting.  The Board of
Directors has nominated four persons,  all of whom are currently  directors,  to
stand for election at the Annual  Meeting.  The directors  shall be elected by a
plurality of the votes cast, so that the four persons  nominated for election as
Class III directors  receiving the four highest totals of votes cast in favor of
his or her election will be elected as Class III directors. Each share of Common
Stock  entitles  its holder to cast one vote in respect of each  director  to be
elected. Votes may not be cumulated.

     It is the intention of the persons named in the accompanying  proxy, unless
otherwise directed, to vote all proxies FOR the election of the four nominees of
the Board of Directors as  directors  of the Company.  Directors  elected at the
Annual Meeting,  after being duly qualified,  will serve until their  successors
are elected and qualified.

           The  Board of  Directors  has been  informed  that all  nominees  are
willing to serve as directors, but if any of them should decline or be unable to
serve as a director,  the persons named in the accompanying  proxy will vote for
the  election of another  person or persons as they,  in their  discretion,  may
choose. The Board of Directors has no reason to believe that any nominee will be
unable or unwilling to serve.

Information as to Nominees

           The names and ages of the nominees for election as  directors,  their
principal  occupations  and employment  during the past five years,  including a
brief biography, and the first year elected as a director, are as follows:


                                   NOMINEES FOR TERMS EXPIRING IN 1999
                                          (CLASS III DIRECTORS)

<TABLE>
<S>                       <C>
- -----------               JACK B. CRITCHFIELD, age 62, Chairman of the
- -----------               Board and Chief Executive Officer.  He was a
- -----------               director of Florida Power Corporation
- -----------               ("Florida Power") from 1975 through 1978 and
- ---PHOTO---               in 1983, became Vice President of Florida
- -----------               Power's Eastern and Ridge Divisions.  He then
- -----------               served the Company as Group Vice President,
- -----------               Energy and Technology Group and President of
                          Electric Fuels Corporation ("Electric
                          Fuels"), a subsidiary, from 1987 until
                          February 1988, when he was elected President
                          and Chief Operating Officer.  On February 1,
                          1990, he became President and Chief Executive
                          Officer and on January 1, 1991, became
                          Chairman of the Board.  He is a director of
                          Barnett Banks, Inc., Jacksonville.
                          Committee: Executive, Chairman.  Director
                          since 1988*


- -----------               CLARENCE V. MCKEE,  ESQ.,  age 53,  Chairman and Chief
- -----------               Executive  Officer  of  McKee  Communications,   Inc.,
- -----------               Tampa,  Florida.  From  1987 to  1992,  he  served  as
- -----------               Chairman and Chief Executive Officer of WTVT Holdings,
- ---PHOTO---               Inc.  He served as  Counsel to Pepper &  Corazinni,  a
- -----------               Washington,  D.C.  communications  law firm, from 1980
- -----------               until  1987,   when  he  became  a  co-owner  of  WTVT
- -----------               Holdings,  Inc., licensee of WTVT-TV,  Tampa, Florida.
                          He is a director of Barnett Banks,  Inc., and American
                          Heritage   Life   Insurance   Company,   Jacksonville.
                          Committees: Compensation, Chairman; Audit.
                          Director since 1989*
</TABLE>
*Director of Florida Power Corporation



                                       2
<PAGE>


<TABLE>
<S>                       <C>
- -----------               RICHARD A. NUNIS, age 63, Chairman of Walt
- -----------               Disney Attractions, Orlando, Florida.  He has
- -----------               held various positions with the Disney
- -----------               organization since 1955, including Vice
- ---PHOTO---               President, Operations in 1968, Executive Vice
- -----------               President of DISNEYLAND and Walt Disney World
- -----------               in 1972, President of Walt Disney Attractions
- -----------               in 1980, and his current position since 1991.
                          He is a director of The Walt Disney Company;
                          SunTrust Bank, Central Florida N.A.,
                          Enterprise Florida, Inc., and University of
                          Central Florida Foundation, Inc.; and serves
                          as chairman of the Florida Council of 100,
                          and is a member of the Economic Development
                          Commission of Mid-Florida.  Committees:
                          Executive; Compensation; Finance and Budget,
                          Chairman.  Director since 1989


- -----------               JEAN GILES WITTNER, age 61, President of
- -----------               Wittner & Company, St. Petersburg, Florida, a
- -----------               firm involved in real estate management and
- -----------               insurance brokerage and  consulting. She
- ---PHOTO---               previously served as President and Chief
- -----------               Executive Officer of a savings association
- -----------               from 1975 until it was sold on December 31,
- -----------               1986.  She then became President of Wittner
                          Securities, Inc. In November 1989, she became
                          President of Wittner & Company.  She has been
                          a director of Florida Power since 1977.  She
                          also serves on the board of Raymond James
                          Bank, F.S.B., Menorah Manor, a non-profit
                          nursing home, and the Pinellas County
                          Education Foundation.  She is also a member
                          of the board of trustees of Eckerd College.
                          Committees: Audit, Chairman; Compensation;
                          Compliance.  Director since 1982*
</TABLE>
Information as to Continuing Directors

           The names and ages of  directors  who  continue in terms  expiring in
1997 and 1998, their principal occupations,  and employment during the past five
years,  including a brief  biography,  and the first year elected as a director,
are as follows:

                              CONTINUING DIRECTORS WHOSE TERMS EXPIRE IN 1997
                                            (CLASS I DIRECTORS)
<TABLE>
<S>                       <C>
- -----------               MICHAEL P. GRANEY, age 52, Partner, Simpson
- -----------               Thacher & Bartlett, Columbus, Ohio.  He has
- -----------               practiced law with this New York based law
- -----------               firm since 1980 and is now resident partner
- ---PHOTO---               in its Ohio office.  His specialties are
- -----------               utilities, anti-trust and litigation.  He is
- -----------               a member of the American, District of
- -----------               Columbia, Ohio and Columbus Bar Associations
                          and the Federal Energy Bar Association.
                          Committees: Executive; Compliance;
                          Nominating, Chairman.  Director since 1991

</TABLE>

*Director of Florida Power Corporation

                                       3
<PAGE>

<TABLE>
<S>                       <C>
- -----------               RICHARD KORPAN, age 54, President and Chief
- -----------               Operating Officer and effective April 1,
- -----------               1996, Chairman of the Board and Chief
- -----------               Executive Officer of Florida Power.  He
- ---PHOTO---               joined the Company in June 1989, as Executive
- -----------               Vice President and Chief Financial Officer
- -----------               and was elected President and Chief Operating
- -----------               Officer effective December 1, 1991.  Prior to
                          joining  the  Company,  he  was  President  and  Chief
                          Executive  Officer  of  Pacific   Diversified  Capital
                          Company,  a subsidiary  that comprises the non-utility
                          operations  of  San  Diego  Gas  &  Electric   Company
                          ("SDG&E").   From  1979  to  1986,   he  held  several
                          positions with SDG&E  including  Senior Vice President
                          and    Chief    Financial    Officer,    Group    Vice
                          President-Finance, and Treasurer. After practicing law
                          in Colorado,  he served in various financial positions
                          at Public Service  Company of Colorado  before joining
                          SDG&E.  He is a director of SunTrust Bank,  Tampa Bay,
                          Acordia of Central  Florida,  Inc., Ruth Eckerd Hall's
                          PACT,  Inc.,  the  Florida  Chamber of  Commerce,  and
                          Morton  Plant  Mease  Health  Care,  Inc.  Committees:
                          Executive; Finance and Budget. Director since 1989*


- -----------               JOAN D. RUFFIER, age 56, General Partner,
- -----------               Sunshine Cafes, Orlando, Florida, a food and
- -----------               beverage concession business at major Florida
- -----------               airports.  From 1978 to 1982, she served as a
- ---PHOTO---               management consultant to the National
- -----------               Association of Bank Women.  From 1982 to
- -----------               1986, she practiced public accounting with
- -----------               the firm of Colley, Trumbower & Howell.  In
                          1986, she assumed her present position.  She
                          is a member of the Administrative Board of
                          SunTrust Bank, Central Florida, N.A. in
                          Orlando, and Chairman of the Board of the
                          Jacksonville Branch of the Federal Reserve
                          Bank of Atlanta.  She also serves on the
                          board of directors of the Sun Health
                          Alliance, Charlotte, North Carolina.  She was
                          a member and chairman of the Board of Regents
                          of the State University System of Florida.
                          She also serves as a director of the
                          University of Central Florida Foundation, the
                          University of Florida Foundation,  the
                          Community Foundation of Central Florida Inc.,
                          Cyprus Equity Fund, and INVEST, INC.
                          Committees:  Audit; Compliance, Chairman;
                          Finance and Budget. Director since 1990*


- -----------               ROBERT T. STUART, JR., age 63, Rancher and
- -----------               Investor, Dallas, Texas.  He joined
- -----------               Mid-Continent Life Insurance Company ("Mid-
- -----------               Continent"), now a subsidiary, in 1949,
- ---PHOTO---               became a Vice President in 1951, President in
- -----------               1954 and was Chairman of the Board and Chief
- -----------               Executive Officer from 1975 to 1986, when
- -----------               Mid-Continent was acquired by the Company.
                          He is a member of the Oklahoma Cattlemen's
                          Association, Texas & Southwestern Cattle
                          Raisers Association, and a trustee of The
                          Frontiers of Science Foundation.  Committee:
                          Executive.  Director since 1986

</TABLE>

*Director of Florida Power Corporation

                                       4
<PAGE>

                    DIRECTORS WHOSE TERMS EXPIRE IN 1998, EXCEPT AS INDICATED
                                        (CLASS II DIRECTORS)
<TABLE>
<S>                       <C>
- -----------                WILLARD D. FREDERICK, JR., age 61, Citrus
- -----------                grower and investor, Orlando, Florida.  From
- -----------                1980 to 1992, Mr. Frederick served as Mayor
- -----------                of the City of Orlando.  He practiced law as
- ---PHOTO---                a public defender for the Ninth Judicial
- -----------                Circuit of Florida and in 1966 founded the
- -----------                Orlando law firm of Frederick, Wooten &
- -----------                Honeywell P.A.  He returned to the practice
                           of law in 1992 as a partner in the Orlando  office of
                           the firm of  Holland & Knight  from  which he retired
                           effective  April 1, 1995. He is a member of the Board
                           of   Directors   of   Atlantic    Gulf    Communities
                           Corporation,  Blue Cross Blue Shield of Florida,  and
                           Sprint/United  Telephone.  He also serves as a member
                           and is incoming  Chairman of the Board of Trustees of
                           Rollins  College,  and is a  member  of  the  Florida
                           Council  of 100  and the  Board  of  Trustees  of the
                           University of Central Florida Foundation. In 1991, he
                           chaired  the  Florida   Governor's   Commission   for
                           Government    by   the   People    (the    "Frederick
                           Commission").  He serves as  Commission  Chairman and
                           Chairman of the Florida  Benchmark  Committee  of the
                           Governor's Commission for Government Accountability &
                           Performance.  Committees:  Compensation;  Compliance.
                           Director since January 1995


- -----------                ALLEN J. KEESLER, JR., age 57, Group Vice
- -----------                President, Utility Group and President and
- -----------                Chief Executive Officer of Florida Power
- -----------                until his retirement scheduled for April 1,
- ---PHOTO---                1996. Mr. Keesler joined Florida Power in
- -----------                1963.  He served as President and Chief
- -----------                Executive Officer of Talquin Corporation, a
- -----------                former subsidiary, from January 1983 through
                           February 1988, and was Group Vice President,
                           Development Group of the Company from January
                           1986 through February 1988. He is a director
                           of SouthTrust Corporation and the Edison
                           Electric Institute and an officer and board
                           member of the Southeastern Electric Exchange.
                           Mr. Keesler has resigned from the Company's
                           Board of Directors effective with his
                           retirement on April 1, 1996.  Committee:
                           Finance and Budget.  Director since 1992*


- -----------                VINCENT J. NAIMOLI, age 58,  Chairman,
- -----------                President and Chief Executive Officer of
- -----------                Anchor Industries International, Inc., and
- -----------                Harvard Industries, Inc., an operating and
- ---PHOTO---                holding company and an original automotive
- -----------                equipment manufacturing company, Tampa,
- -----------                Florida. He is also Managing General Partner
- -----------                of the Tampa Bay Devil Rays, Ltd. baseball
                           ownership group, St. Petersburg, Florida. Mr.
                           Naimoli currently serves as a director of
                           Resorts International, Inc., New River
                           Industries, Russell Stanley Corp. and
                           Simplicity Pattern Company.  He was Chairman,
                           President and Chief Executive Officer of
                           Anchor Glass Container Corporation from 1983
                           through 1989; Chairman, President and Chief
                           Executive Officer of Doehler-Jarvis
                           Corporation from November 1991 to July 1995;
                           and Chairman, President and Chief Executive
                           Officer of Ladish Corp. from April 1993 to
                           September 1995.  He began his current
                           occupation in January 1990.  He is a Trustee
                           of the University of Tampa.  Committees:
                           Finance and Budget; Compensation; Nominating.
                           Director since 1992
</TABLE>

*Director of Florida Power Corporation

                                       5
<PAGE>
<TABLE>
<S>                       <C>
- -----------                CHARLES B. REED, age 54, Chancellor of the
- -----------                State University System of Florida,
- -----------                Tallahassee, Florida.  He has been Chancellor
- -----------                since 1985.  From 1979 to 1985, he served as
- ---PHOTO---                Deputy Chief and Chief of Staff to Florida
- -----------                Governor Bob Graham.  He is a director of
- -----------                Capital Health Plan in Tallahassee.  He also
- -----------                serves on the Florida Council of 100, the
                           Council on Foreign Relations, and the
                           Business-Higher Education Forum.  Committees:
                           Finance and Budget; Nominating.  Director
                           since 1992
</TABLE>



Security Ownership of Certain Beneficial Owners

           The  following  table sets  forth  information  concerning  shares of
Common Stock that are held by persons known to the Company to be the  beneficial
owners of more than 5% of said stock as of December 31, 1995.
<TABLE>
<CAPTION>
                                      Number of Shares         Percent
Name and Address                    Beneficially Owned(1)     of Class
<S>                                  <C>                      <C>
Franklin Resources, Inc.                   5,014,875               5.2%
  777 Mariners Island Blvd.
  San Mateo, California  94404                                         
</TABLE>


Security Ownership of Management

         The  directors  and  nominees  and all other named  executive  officers
individually,   and  the  directors,  nominees,  named  executive  officers  and
executive officers of the Company as a group, beneficially owned Common Stock as
follows:

<TABLE>
<CAPTION>

                                                  Number of Shares       Percent of
Name                                              Beneficially Owned(1)   Class (2)

<S>                                                    <C>                   <C>

Jack B. Critchfield                                         28,249
Willard D. Frederick, Jr.                                    1,500
Michael P. Graney                                          2,153(3)
Allen J. Keesler, Jr.                                       50,632
Richard Korpan                                              11,995
Clarence V. McKee                                            1,770
Vincent J. Naimoli                                           5,216
Richard A. Nunis                                            17,992
Charles B. Reed                                              1,569
Joan D. Ruffier                                              2,885
Robert T. Stuart, Jr.                                  1,506,230(4)          1.56%
Jean Giles Wittner                                           8,639
Richard D. Keller                                            7,835
Joseph H. Richardson                                         8,150

All 16 directors, nominees and
executive officers as a group,                           1,658,956           1.72%
including those  named above
</TABLE>

(1)      As used in this  table,  "beneficial  ownership"  means  the  direct or
         indirect,  sole or shared power to vote,  or to direct the voting of, a
         security  and/or  investment  power with respect to a security.  Unless
         otherwise noted, the number of shares held are beneficially owned as of
         December 31, 1995.

(2)      Unless otherwise noted, less than 1% per individual.

(3)      Includes 214 shares owned by Mr. Graney's son, as to
         which shares Mr. Graney disclaims beneficial ownership.

(4)      Includes 594 shares owned by Mr. Stuart's children, as to
         which shares Mr. Stuart disclaims beneficial ownership.

                                       6
<PAGE>

Certain Relationships and Related Transactions

     The  Company is a party to  certain  transactions  involving  the Tampa Bay
Devil Rays major league baseball team in which Vincent J. Naimoli, a director of
the Company, has a material interest. See "Compensation Committee Interlocks and
Insider Participation" on page 9.

     Mr.  Michael P.  Graney is a partner  in the law firm of Simpson  Thacher &
Bartlett. That firm provided legal services to the Company and Electric Fuels in
1995,  and has been  providing  legal services to the Company and Electric Fuels
during 1996.

Compliance with Section 16(a) of the Exchange Act

         Section  16(a) of the  Securities  Exchange  Act of 1934  requires  the
Company's officers and directors, and persons who own more than ten percent of a
registered  class  of the  Company's  equity  securities,  to  file  reports  of
ownership and changes in ownership with the  Securities and Exchange  Commission
("SEC") and the New York Stock  Exchange.  Officers,  directors and greater than
ten-percent  shareholders are required by SEC regulations to furnish the Company
with copies of all Section 16(a) forms they file.

         Based  solely on a review of the copies of such forms  furnished to the
Company during 1995, or written  representations  that no Forms 5 were required,
the Company believes that all persons who at any time during 1995 were officers,
directors, or greater than ten-percent beneficial owners of the Company's Common
Stock,  filed their  applicable  Section  16(a) reports on a timely basis during
1995 and prior fiscal years.

Meetings of the Board of Directors and Standing Committees

         During 1995,  the Board of Directors  held six  meetings.  In addition,
certain directors attended standing committee meetings, including the following:

         Audit  Committee.  During 1995, the Audit  Committee met three times to
review the  financial  statements  and results of the 1994 audit,  to  recommend
independent  auditors for 1995 and to discuss plans and  objectives for internal
audit activities for 1996.

         Compensation  Committee.  During 1995, the  Compensation  Committee met
three  times to review and  approve  the total  compensation  opportunities  and
awards for the executive  officers of the Company and Florida Power, and to take
actions relating to the basic design of the Company's  compensation policies for
all employees of the Company and its subsidiaries.

         Nominating Committee.  The Nominating Committee held no meetings during
1995. The Committee will consider  recommendations  for nominees for election to
the Board of Directors  submitted by shareholders.  These nominations  should be
submitted  to the  Secretary  of the Company for review by the  Committee.  Such
nominations for the 1997 Annual Meeting of  Shareholders  should be submitted no
later than November 1, 1996.

          The  Company  also  has  Executive,   Finance  and  Budget  and  
Compliance  Committees.  Members of all  committees  are  identified in the
sections titled  "Information as to Nominees" and  "Information as to Continuing
Directors." During 1995, all directors,  except Robert T. Stuart,  Jr., attended
at least 75% of the total number of Board and pertinent committee meetings.

Compensation of Directors

         For  1995,  the  compensation  for each  non-employee  director  of the
Company was $22,500  per year as a retainer  fee,  plus a fee of $1,500 for each
meeting of the Company's Board of Directors attended. Each non-employee director
who  served  on  committees  of the  Board  or on the  Boards  of the  Company's
subsidiaries was paid a daily meeting fee of $1,500 for subsidiary and committee
meetings  attended  on any one day.  Effective  in May of 1995,  each  Committee
Chairman was compensated by an additional $750 for each meeting chaired.  All or
a portion  of these fees were  allowed to be  deferred  at the  discretion  of a
director.

                                       7
<PAGE>

         Upon retiring  from the Board,  directors who were not employees of the
Company,  or  one of its  subsidiaries,  were  eligible  for  appointment  to an
Advisory Board. When appointed,  a fee equal to the annual retainer of the Board
member at the time of his or her retirement  multiplied by a percentage equal to
10% for each  year  served  on the  Board up to 100% was  payable  in  quarterly
installments  for the life of the retired  director.  As  discussed  below,  the
Advisory Board was abolished effective January 1, 1996.

1996 Implementation of Six Practices

         In November of 1995, the  Compensation  Committee  recommended  and the
Board adopted the following six practices  with regard to director  compensation
to formalize  the  Company's  current  practices  and to embrace the  philosophy
contained  in the Report of the  National  Association  of  Corporate  Directors
("NACD") Blue Ribbon Commission on Director Compensation ("Blue Ribbon Report"):

         1.       Establish a process by which directors can
                  determine the compensation program in a deliberate
                  and objective way.

         2.       Set a substantial target for stock ownership by
                  each director.

         3.       Define the desirable total value of all forms of
                  director compensation.

         4.       Pay  directors  solely in the form of  equity  and cash - with
                  equity  representing a substantial  portion of the total up to
                  100 percent;  dismantle  existing  benefit  programs and avoid
                  creating new ones.

         5.       Adopt a policy  stating the Company should not hire a director
                  or  director's  firm  to  provide  professional  or  financial
                  services to a corporation without the approval of the Board of
                  Directors, or its Executive Committee.

         6.       Disclose fully in the proxy statement the
                  philosophy and process used in determining director
                  compensation and the value of all elements of
                  compensation.

         Consistent  with the above  practices,  effective  January 1, 1996, the
Board abolished,  on a prospective basis, its Advisory Board. Also, to encourage
and assist directors to achieve substantial stock ownership,  the Board adopted,
and is recommending  to the  shareholders  for their approval,  a stock plan for
non-employee directors through which 75% of each non-employee director's $30,000
retainer fee will be paid in Common  Stock,  as described in more detail  below.
Only the cash portion of directors' compensation will be allowed to be deferred.

Company Proposal to Approve Stock Plan for Non-Employee
Directors

         Following  careful review of  compensation  issues for  non-employee or
"outside" directors, the Company is proposing to change the way these members of
the Board of Directors are paid.

         Specifically,  the  Board  is  recommending  that  75%  of  an  outside
director's annual retainer fee be paid in Common Stock, instead of cash.

         This approach is consistent with the  recommendations  contained in the
NACD Blue Ribbon Report discussed above,  which suggested that directors be paid
solely in the form of equity and cash,  with equity  representing  a substantial
portion of the total.  Paying the retainer fee for outside directors with common
stock  instead of cash will more  effectively  align the  decisions  made by the
Company's governance board with the interests of shareholders.

         In order to  achieve  the  objectives  of this  philosophy,  the  Board
adopted  the  Stock  Plan  for   Non-Employee   Directors  of  Florida  Progress
Corporation and Subsidiaries (the "Stock Plan") at its meeting held November 16,
1995,  subject to approval by the Company's  shareholders.  The complete text of
the Stock Plan is set forth in  Exhibit  "A" of this  Proxy  Statement,  and the
following  summary  of  certain  terms of the  Stock  Plan is  qualified  in its
entirety by reference thereto.
Highlights of the Stock Plan are as follows:

- -        Participants  in  the  Stock  Plan  shall  include  all  nine  outside
         directors of the Company and all other approved subsidiaries, which at
         present includes two outside directors at Florida Power.

                                       8
<PAGE>


- -        The Stock Plan provides that 75% of a director's  retainer fee shall be
         paid in Common Stock.

- -        The Stock Plan will be effective January 1, 1996, subject
         to approval by the shareholders.

- -        The Stock Plan  authorizes  the  issuance  of up to  150,000  shares of
         Common Stock to be issued from the  Company's  authorized  but unissued
         shares of Common Stock.

- -        Common  Stock will be issued under the Stock Plan in such a manner that
         the shares  will not be treated as a purchase  for  short-swing  profit
         purposes  under  Section  16 of the  Securities  Exchange  Act of  1934
         ("Section 16").

- -        Common Stock will be issued  quarterly on March 31, June 30,  September
         30 and December 31 of each year,  except that the initial issuance will
         not be made until the Stock Plan has been approved by the shareholders.

- -        The Stock Plan will be administered by the Company's
         Compensation Committee.  Costs of administering the Stock
         Plan will be borne by the Company.

- -        The Stock Plan may be amended by the Board of Directors
         as it deems advisable, including to add to the list of
         subsidiaries that may participate in the Stock Plan.
         However, no amendment may be made that would, absent
         shareholder approval, disqualify the Plan for an
         exemption from Rule 16b-3 under Section 16, and the
         formula award provisions of the Stock Plan may not be
         amended more than once every six months unless to comply
         with changes in the Internal Revenue Code of 1986 or the
         Employee Retirement Income Security Act of 1974, as
         amended.

- -        If the Stock Plan is not approved by the shareholders,
         each director's retainer fee shall be paid in cash.


         The following table sets forth  estimated  amounts to be paid under the
Stock Plan in 1996:
<TABLE>
<CAPTION>
                                           Stock Plan for Non-Employee Directors
<S>                                                                <C>                  <C>
                                                                                        Number
                                                                       Dollar             of
Name and Position                                                      Value            Shares(1)
- -----------------                                                      ------           ---------
Named Executive Officers                                               $  0                  0
Executive Officers as a Group                                             0                  0
Non-Executive Directors as a Group                                  202,500              5,625
Non-Executive Officers and Employees as a Group                           0                  0
</TABLE>

(1)      Based on an estimated stock price of $36 per share.


         It is the  intention of the persons  named in the  accompanying  proxy,
unless otherwise  directed,  to vote all proxies FOR approval of the Stock Plan.
Approval of this  proposal  requires the  affirmative  votes of the holders of a
majority of the shares of Common Stock present, or represented,  and entitled to
vote at the Annual Meeting.

                                  THE BOARD OF DIRECTORS RECOMMENDS A VOTE "FOR"
                                            APPROVAL OF THE STOCK PLAN

Compensation Committee Interlocks and Insider Participation

         The following persons served as members of the Compensation
Committee of the Board of Directors of the Company during 1995:
Willard D. Frederick, Jr.; Vincent J. Naimoli; Clarence V. McKee;
Richard A. Nunis; and Jean Giles Wittner.  None of these
individuals was during 1995, or formerly, an officer or employee of
the Company or any of its subsidiaries.

         The Company has  invested  $5 million for a 6.09%  limited  partnership
interest in the Tampa Bay Devil Rays,  Ltd.  ("Devil  Rays"),  a Florida limited
partnership  that  acquired in 1995 a Major League  Baseball  franchise  for the
Tampa Bay area. A corporation  controlled by Vincent J. Naimoli,  a director and
member of the  Compensation  Committee,  is the managing  general  partner and a
limited partner in the Devil Rays. Mr. Naimoli has a total indirect  interest of
18.29% in the Devil Rays. The foregoing 

                                       9
<PAGE>

     percentage  capital  interests  are  subject  to change  should  additional
     investors  be admitted to the Devil Rays.  The Company has also  executed a
     Private Suite License Agreement ("License") with the Devil Rays for the use
     of a private  suite to be  constructed  in the  ThunderDome  located in St.
     Petersburg,  Florida. The License fee in the amount of $125,000 per year is
     subject to annual increases over the five-year term of the License equal to
     2.5% plus the percentage  increase in the Consumer Price Index. The term of
     the  License is  expected to commence in 1998 and no later than the date of
     the first regular  championship  season game  scheduled to be played by the
     Devil Rays baseball team in the  ThunderDome.  The terms and  conditions of
     the  License are  substantially  similar to those  entered  into with other
     licensees.

Executive Compensation

         The following table contains  information  with respect to compensation
awarded,  earned or paid during the years  1993-1995 to (i) the Chief  Executive
Officer ("CEO") of the Company;  and (ii) the other four most highly compensated
executive officers of the Company  (collectively the "Named Executive Officers")
whose total remuneration paid in 1995 exceeded $100,000.
<TABLE>
<CAPTION>

                                            SUMMARY COMPENSATION TABLE
                                                                                           Long-Term
                                                                                         Compensation
                                Annual Compensation (1)                                    Payouts
                                                                                             (h)                     (i)
       (a)                               (b)            (c)                  (d)             LTIP                 All other
Name and Principal Position              Year           Salary              Bonus          Payouts(2)        Compensation (3)     
- ------------------                       ----           ------               -----         ----------        ----------------
<S>                                      <C>          <C>                  <C>               <C>                  <C>   

JACK B. CRITCHFIELD                      1995         $589,992             $382,500          $465,654(4)           $22,715
  Chairman and Chief
  Executive Officer                      1994          589,992              346,000           345,636               23,910
  
                                         1993          585,186              396,500           277,844               10,595



RICHARD KORPAN                           1995         $440,003             $257,000          $284,109(4)           $19,800
  President and Chief
  Operating Officer                      1994          432,311              232,500           206,455               18,060

                                         1993          395,196              265,000           152,813               10,595


ALLEN J. KEESLER, JR.                    1995         $397,848             $240,000          $260,419(4)           $16,785
  Group Vice President
  and President and Chief                1994          383,011              172,500           178,904               15,837
  Executive Officer,
  Florida Power                          1993          379,548              208,000           217,250                9,888
  Corporation (5)


RICHARD D. KELLER                        1995         $284,466             $108,500          $146,882(4)            $9,813
  Group Vice President
   and President and                     1994          233,074              141,000           132,543               10,065
   Chief Executive Officer,
   Electric Fuels Corp.                  1993          222,495              135,000                                 10,010


JOSEPH H.RICHARDSON                      1995         $215,009             $113,000          $110,473(4)            $8,835
  Senior Vice President,
  Florida Power                          1994          212,122               88,500            81,326                4,226
  Corporation (5)
                                         1993          198,071              100,000            78,875                  119
</TABLE>




(1)      All other annual compensation paid to the Named Executive Officers
         during 1995, other than salary and annual incentive compensation, does
         not exceed the minimum amounts  required to be reported  pursuant
         to Securities and Exchange Commission rules.

(2)      The number of shares of restricted Common Stock held by
         the Named Executive Officers as of December 31, 1995 as
         a result of awards earned under the 1991-1993 and/or
         1992-1994 performance cycles, and the value of such
         shares,is as follows:  Jack B. Critchfield 10,082 shares
         $356,651; Richard Korpan 5,882 shares $208,076; Allen J.
         Keesler, Jr. 6,001 shares $212,285; Richard D. Keller
         2,730 shares $96,574; and Joseph H. Richardson 2,515
         shares $88,968.

                                       10
<PAGE>


(3)      Company contributions to its Savings Plan and/or its
         Executive Optional Deferred Compensation Plan on behalf
         of the Named Executive Officers.

(4)      Represents the dollar value as of February 8, 1996, the
         date of grant,  of shares of Common Stock  earned under the  1993-1995
         performance cycle of the Company's  Long-Term Incentive Plan ("LTIP"),
         two-thirds of which are restricted. The total number of shares earned,
         including  dividend   equivalent  shares,  is  as  follows:   Jack  B.
         Critchfield,  13,071  shares;  Richard  Korpan 7,975 shares;  Allen J.
         Keesler, Jr., 7,310 shares; Richard D. Keller 4,123 shares; and Joseph
         H. Richardson  3,101 shares.  The vesting  schedule for the restricted
         stock is 50% on January  1, 1997 and 50% on  January  1, 1998,  except
         that all of Mr.  Keesler's  restricted  stock  will vest on January 1,
         1997.  Dividends  are payable on the  restricted  Common  Stock to the
         extent and on the same date as dividends  are paid on all other Common
         Stock.  In the  event of a  change  in  control  of the  Company,  all
         restrictions  on all shares of restricted  stock shall lapse upon such
         change in control.

(5)      Allen J. Keesler,  Jr., will retire as Company Group Vice President and
         President  and Chief  Executive  Officer of  Florida  Power on April 1,
         1996.  Joseph H.  Richardson  has been  promoted  to the  positions  of
         Company Group Vice President and President and Chief Operating  Officer
         of Florida Power effective April 1, 1996.

         The following  table contains  information  with respect to performance
shares  awarded in 1995 to the Named  Executive  Officers of the Company for the
1995-1997 performance cycle of the LTIP:
<TABLE>
<CAPTION>

                                       LONG-TERM INCENTIVE PLAN(1)
                                                      AWARDS IN 1995


                              Number of         Performance
                              Performance       Period                     Estimated Payout at End of Period (3)
                                                                  ------------------------------------------------------------
      Name                    Shares (2)          Covered            Threshold               Target                    Maximum
      ----                    ------------      -----------       --------------        ---------------            -----------
<S>                               <C>           <C>                 <C>                  <C>                        <C>

Jack B. Critchfield               12,757        1995-1997           6,379 shares         12,757 shares              19,136 shares
Richard Korpan                     6,116        1995-1997           3,058 shares          6,116 shares               9,174 shares
Allen J. Keesler, Jr.              4,942        1995-1997           2,471 shares          4,942 shares               7,413 shares
Richard D. Keller                  3,603        1995-1997           1,802 shares          3,603 shares               5,405 shares
Joseph H. Richardson               2,324        1995-1997           1,162 shares          2,324 shares               3,486 shares
</TABLE>

(1)      The LTIP is a Common Stock-based  incentive plan to reward participants
         for long-term growth and performance of the Company. It was approved by
         the  shareholders  in 1990.  See the Long-Term  Incentive  Compensation
         portion of the  Report of the  Compensation  Committee  of the Board of
         Directors on page 15 for additional information.

(2)      Performance shares awarded under the LTIP which, upon
         achievement of performance criteria, would result in the
         payout of shares of Common Stock of the Company, two-thirds of
         which would be restricted for periods of time.  Payouts of
         shares of Common Stock are made for achieving returns on
         equity goals, equal to or exceeding the thresholds determined
         by the Compensation Committee.  The Compensation Committee has
         determined that Allen J. Keesler, Jr. will be eligible to earn
         42% of his award.  In the event of a change in control of the
         Company, 150% of all performance shares awarded under the LTIP
         and then outstanding would automatically be considered earned
         and would be paid in shares of unrestricted Common Stock
         together with shares of unrestricted Common Stock payable for
         dividend equivalents accrued to the change in control.  Also,
         all restrictions on shares of restricted Common Stock
         previously granted and then held would lapse.

(3)      Awards are earned upon achievement of Company and/or
         subsidiary return-on-equity goals for the three-year
         performance cycle.

                                       11
<PAGE>


Pension Plan Table

         The table below illustrates the estimated annual benefits  (computed as
a straight  life annuity  beginning at  retirement  at age 65) payable under the
Company's Retirement Plan and Nondiscrimination Plan for specified final average
compensation  and years of service levels.  As explained  below,  the table also
provides  information about the estimated annual lifetime benefits payable under
the Company's Supplemental Executive Retirement Plan ("SERP").
<TABLE>
<CAPTION>
                                  Estimated Annual Retirement Benefits Payable Under
                                    the Retirement Plan and Nondiscrimination Plan
Average Annual
 Compensation                                        Service Years
                        5            10             15             20             25            30       35 or more
                        -            --             --             --             --            --       ----------
<S>                <C>          <C>           <C>             <C>             <C>            <C>            <C>

$  200,000         $ 18,000     $  36,000     $  54,000       $  72,000       $ 90,000       $108,000       $126,000
   300,000           27,000        54,000        81,000         108,000        135,000        162,000        189,000
   400,000           36,000        72,000       108,000         144,000        180,000        216,000        252,000
   500,000           45,000        90,000       135,000         180,000        225,000        270,000        315,000
   600,000           54,000       108,000       162,000         216,000        270,000        324,000        378,000
   700,000           63,000       126,000       189,000         252,000        315,000        378,000        441,000
   800,000           72,000       144,000       216,000         288,000        360,000        432,000        504,000
   900,000           81,000       162,000       243,000         324,000        405,000        486,000        567,000
 1,000,000           90,000       180,000       270,000         360,000        450,000        540,000        630,000
 1,100,000           99,000       198,000       297,000         396,000        495,000        594,000        693,000
 1,200,000          108,000       216,000       324,000         432,000        540,000        648,000        756,000
</TABLE>

         Under  the  Retirement  Plan  and  the   Nondiscrimination   Plan,  the
compensation  taken into account in  calculating  benefits is salary  only.  The
years of credited  service that would be used in calculating  benefits under the
Retirement Plan and the Nondiscrimination  Plan for the Named Executive Officers
in the summary compensation table are as follows:  Dr. Critchfield,  12 years of
service;  Mr. Korpan, 6 years of service;  Mr. Keesler, 33 years of service; Mr.
Keller,  17 years of  service;  and Mr.  Richardson,  20 years of  service.  The
benefits under the Retirement Plan and the Nondiscrimination Plan are subject to
offset by an amount equal to 1 1/7% of a  participant's  primary Social Security
benefit for each year of service (with a maximum offset of 40%).

          The Named  Executive  Officers are also entitled to benefits under the
SERP.  These  benefits are offset by the benefits  payable under the  Retirement
Plan and the Nondiscrimination  Plan, as well as 100% of the executive's primary
Social  Security  benefit.  The  estimated  annual  SERP  benefit  for the Named
Executive  Officers (prior to any offsets) may be determined using the table set
forth above for the Retirement  Plan and the  Nondiscrimination  Plan. For these
purposes,  the current  compensation  for each  executive  that would be used in
calculating  benefits under the SERP is substantially  the same as that reported
as salary and bonus in the summary  compensation  table, and the number of years
of deemed credited service that would be used in calculating  benefits under the
SERP for each such executive is as follows: Dr. Critchfield 35 years of service;
Mr. Korpan 35 years of service;  Mr. Keesler 35 years of service;  Mr. Keller 17
years of service; and Mr. Richardson 20 years of service.

         Accrued  benefits may also be paid under each of the  Retirement  Plan,
Nondiscrimination  Plan  and the  SERP if a  participant  terminates  employment
before age 65 and meets the requirements for early retirement, disability, death
or other  termination of employment  benefits  after  becoming  vested under the
rules of the particular plan.

         The SERP also provides for a lump sum benefit payable in the event of a
change in control.  In most  instances,  this benefit is equal to the sum of (1)
two times the executive's  current annual salary and bonus, (2) the value of the
executive's  prospective  award  under the SERP if he were to  continue  to work
until age 65  (including  amounts  that  later  would  have been  payable to any
surviving  spouse)  and (3) the amount of any federal  excise  taxes (and income
taxes on any reimbursement  under this provision) imposed on the executive under
Section 4999 of the Internal Revenue Code with respect to all compensation plans
and arrangements of the Company.

                                       12
<PAGE>

Employment Contracts and Termination of Employment

          In 1995,  the Company  entered into an  Employment  Contract  with Mr.
Korpan.  The term of the  agreement is from June 1, 1995 through  March 1, 1998,
with automatic one-year extensions on each March 1, unless either party gives 90
days' written  notice to the  contrary.  His annual base salary will not be less
than  $440,000  with award  opportunities  as a  participant  in the  Management
Incentive  Compensation  Plan  ("MICP")  and LTIP of not  less  than 45% of base
salary for each plan.  Severance pay established in the agreement is three times
annual base pay and MICP target  amount.  All unvested  Common Stock  previously
awarded under the LTIP would vest and all LTIP-imposed restrictions would lapse.
In addition, if terminated before March 1, 1997, he would be deemed vested under
the Company's  Supplemental Executive Retirement Plan. Severance pay is due upon
termination by the Company without cause or upon termination by the employee for
good reason. The agreement contains a covenant not to compete.  The Company will
pay the  employee's  attorneys  fees in the event of an action  to  enforce  the
agreement after a change-in-control.

         Mr.  Keesler  is  taking  early  retirement  effective  April 1,  1996,
pursuant to the  "special  early  retirement"  provisions  of the SERP which are
separate and in lieu of those mentioned on page 12. Under his  arrangement,  Mr.
Keesler will receive,  until age 62, an annual  retirement  benefit of $375,762.
After age 62, the annual  benefit will be reduced by $11,856,  the amount of his
annual  Social  Security  benefit.  After his death,  his spouse will receive an
annual  survivor  benefit of $187,881.  Approximately  61% of those benefits are
payable  pursuant to the SERP, with the balance payable under the Retirement and
Nondiscrimination  Plans.  The Company will also pay 95% of his company  medical
insurance premiums and 71% of his spouse's. Mr. Keesler will also be eligible to
be paid a pro  rata  1996  MICP  award  and 75%  and  42% of his  1994-1996  and
1995-1997 LTIP performance cycle awards, respectively,  if any are determined to
be earned.

Report of the Compensation Committee of the Board of Directors

Executive Compensation Design

         The  Company's  executive  compensation  system is intended to attract,
retain and motivate high quality  executives with individually  tailored market-
and  performance-based  compensation  packages that reward protection of Company
assets and enhancement of shareholder  value. The Compensation  Committee of the
Board of Directors of Florida Progress Corporation (the "Committee"),  comprised
solely of outside  directors,  approves  total  compensation  opportunities  and
awards for  executive  officers of the Company and Florida  Power.  In May 1995,
following due diligence  efforts that have occurred  since  February  1994,  the
Committee  recommended that the Company enter into an employment  agreement with
the  Company's  President and Chief  Operating  Officer to protect the Company's
vested  interest due to his length of service and his key  strategic  role.  The
terms of the agreement are discussed  above.  The target  compensation  for each
executive  officer is  established  annually by the  Committee and is made up of
three principal components: base salary; annual incentive cash compensation; and
long-term  incentive  compensation  payable  in  Common  Stock.  Each  executive
officer's  total  direct  compensation  is  generally  targeted  around the 50th
percentile  of  compensation  of persons  holding  similar  positions  or having
similar  responsibilities at other electric utilities or industrial companies. A
significant  portion  of each  executive  officer's  total  target  compensation
(approximately  35-55%) is variable,  at risk and  dependent  upon the Company's
annual and long-term performance.

         The  Committee  believes  this  "pay-for-performance"   program,  which
compensates  an executive  officer at his target level of  compensation  only if
specific  goals  are  achieved,   is  a  fair  way  to  structure  an  executive
compensation  program.  The program  rewards  executives  for meeting  financial
targets, thus producing benefits for the entire Company and its shareholders. It
also helps protect Company assets and builds long-term shareholder value.

         A discussion of the three compensation components and the actions taken
by the Committee  with respect to  compensation  reported for 1995 for the Named
Executive Officers including the CEO follows.

                                       13
<PAGE>

Base Salary

         The base salary  component  is based,  in most  instances,  on an equal
weighting  of market data from both  utility and general  industry  sources.  An
executive  officer's base salary is expected to remain  relatively  flat, in the
absence  of  increased  responsibilities,   increased  compensation  levels  for
comparable  positions or other circumstances  deemed by the Committee to justify
an increase.  Each year an executive officer's base salary is evaluated in light
of available  compensation  surveys and market data and the executive's  current
responsibilities.  The Committee  approved base salary increases in 1995 for two
of the five Named Executive  Officers based on  recommendations  approved by the
CEO  for  positions  other  than  his  that  took  into  account  increased  job
responsibilities   in  one  instance  and  increased   compensation  levels  for
comparable positions. The 1995 base salary of the CEO did not increase over that
in effect for 1994.

Annual  Incentive Cash Compensation

          The  Company's  Management  Incentive  Compensation  Plan (the "MICP")
provides annual  incentive cash  compensation  opportunities to officers and key
employees of the Company and its  subsidiaries  (including  the Named  Executive
Officers) by creating performance award pools associated with the achievement of
corporate  goals.  The goals  associated with the threshold,  target and maximum
funding levels for each performance award pool under the MICP are established by
the Committee, based upon objective measures of corporate performance. For 1995,
the goals  established by the Committee for the performance award pools in which
each of the Named Executive  Officers was a participant  were based upon return-
on-equity  goals  for  the  Company's  principal  operating  subsidiaries.   The
Committee  considers the projections  and assumptions  contained in the relevant
annual profit plan in establishing  threshold,  target and maximum funding level
return-on-equity  goals for each  performance  award  pool.  Executive  officers
having responsibility  primarily for a single operating subsidiary were assigned
to  subsidiary  performance  award  pools  having  goals  based  solely  on that
subsidiary's   return  on  equity.   Executive   officers  having   Company-wide
responsibilities  were assigned to the holding  company  performance  award pool
whose goals were a composite of weighted,  operating subsidiary return-on-equity
goals.  The Committee  explicitly  retains  discretion to take into account,  in
determining if performance goals were met, whether assumptions  contained in the
relevant  profit  plan  were  in  fact  valid,  and if they  were  not,  to make
appropriate  adjustments to reported financial results for purposes of computing
goal achievement levels ("assumption adjustments").

         Performance  award  pool  funding  levels  typically  are based  upon a
mathematical  function  of  pool  participants'  target  annual  incentive  cash
compensation opportunity (expressed as a percentage of base salary) and the pool
goal level achieved.  The Committee may exercise its discretion in approving the
amount of the award pool and the specific  amount of the annual  incentive  cash
compensation to be paid to executive and other key officers from the appropriate
pools based upon the Committee's  subjective evaluation of the officer's overall
contributions to the Company.  The Committee takes into account  recommendations
of the CEO in  approving  annual  incentive  cash  compensation  for  individual
executive and key officers (other than the CEO).

         The 1995 annual incentive  compensation targets for the Named Executive
Officers (other than the CEO) ranged from 35% to 45% of base salary and were not
changed  from  the  1994  targets.   The  CEO's  1995  target  annual  incentive
compensation  was 50% of his base salary and also was not changed from 1994. The
amounts contained in the bonus column of the Summary  Compensation Table for the
Named  Executive  Officers  (other  than the CEO) for 1995 are the result of the
Committee's  determination that 1995 results exceeded the MICP  return-on-equity
threshold,  target or maximum goals of the Named Executive Officers.  The amount
contained in the bonus column of the Summary  Compensation Table for the CEO for
1995 is the  result  of the  Committee's  determination  that the  1995  results
exceeded the holding  company's MICP  return-on-equity  target goals.  His goals
were based upon Florida Power's return on equity,  weighted 75%, and a composite
return on equity of certain Company non-utility subsidiaries,  weighted 25%. The
amounts contained in the bonus column for all the Named Executive  Officers were
the result of the  application  of a  mathematical  formula  converting the goal
levels achieved, which were above threshold levels, into dollar amounts, without
the Committee making any discretionary adjustments.

                                       14
<PAGE>

Long-Term Incentive Compensation

          To facilitate  executive stock ownership and align the interest of key
executives with that of the Company's other shareholders in the long-term growth
and  performance  of the  Company,  the  Committee  awarded  in 1995  the  Named
Executive  Officers the  opportunity  to earn Common Stock  through the grant of
performance shares under the Company's LTIP, as indicated in the table appearing
on page 11. To date,  under the LTIP,  the  Committee  has  granted  performance
shares for six  consecutive  three-year  performance  cycles  beginning with the
1991-1993  performance  cycle.  To the  extent  earned,  performance  shares are
converted into shares of Common Stock. Two- thirds of the Common Stock earned is
restricted  for  periods  of  time  (see  footnotes  2  and  4  to  the  Summary
Compensation Table). While restricted,  such stock is subject to forfeiture upon
termination  of employment and thus is not vested.  As a result,  and subject to
certain exceptions (e.g. death, disability, retirement or change in control), an
LTIP participant would not realize the full economic benefit of his award unless
he remains an employee for two years after the end of the period for which it is
earned. Thus, a portion of an LTIP participant's total compensation for any year
remains at risk for almost five years  thereafter.  The Committee  believes that
the phased vesting of LTIP awards helps retain key executives for the long term,
while  enabling  participants  to realize the  economic  benefit of a portion of
their awards within the year after they are earned.

         The return-on-equity  goals for the 1993-1995  performance cycle of the
LTIP were established, in accordance with the administration policies adopted by
the Committee in 1993,  to be the sum of the three annual MICP  return-on-equity
goals for the three  years in the  relevant  performance  cycle (the  "Cycle III
goals"). The goal weighting used in the MICP is also used for the LTIP goals.

         The payouts listed in the Long-Term  Compensation column of the Summary
Compensation Table for the Named Executive Officers on page 10 for the 1993-1995
performance cycle are the result of (i) the Committee's  determination  that the
results  exceeded  the Cycle III goals,  after  taking into  account  assumption
adjustments  to 1993 results  relating to the increase in the corporate  federal
income tax rate and costs  recorded in 1993 for the Company's  early  retirement
programs and (ii) the application of a mathematical  formula converting the goal
level achieved into the number of performance  shares earned and adding dividend
equivalents on shares earned for the period of the performance  cycle. The CEO's
LTIP payout was based on Florida  Power's return on equity,  weighted 75%, and a
composite return-on-equity of certain Company non-utility subsidiaries, weighted
25%.

          During 1995, the Committee  approved the number of performance  shares
granted to each Named  Executive  Officer (other than the CEO) for the 1995-1997
performance cycle that had a value on the date of grant equal to 35%, 40% or 45%
of 1995 base salary, depending on the total compensation opportunity established
by the Committee for each  executive.  There were no changes in the  percentages
from the previous performance cycle for those officers.  For the CEO, the number
of performance shares granted for the 1995-1997 performance cycle had a value on
the date of grant  equal to 70% of his 1995 base  salary.  This  percentage  was
increased from the previous performance cycle to reflect increased  compensation
levels for comparable positions.

Deductibility of Executive Compensation

         Section  162(m) of the  Internal  Revenue Code would deny the Company a
deduction for  compensation  paid to each Named  Executive  Officer in a taxable
year to the extent it exceeds $1 million per  officer,  unless the  compensation
qualifies  as  "performance  based  compensation."  The  Committee  approved  an
amendment to the Company's MICP in 1994 that provides for the mandatory deferral
of annual cash incentive  compensation which would not qualify for a Company tax
deduction due to Section 162(m) of the Internal  Revenue Code until such time as
it becomes deductible.

Respectfully submitted,

Clarence V. McKee, Chairman                                 Richard A. Nunis
Willard D. Frederick, Jr.                                   Jean Giles Wittner
Vincent J. Naimoli


                                       15
<PAGE>

Company Performance

         The following graph compares the Company's performance,  as measured by
the change in price of its  Common  Stock plus  reinvested  dividends,  with the
Standard & Poor's ("S&P") 500 stock index and the S&P Electric  Companies  stock
index for the five years ended December 31, 1995:



                                                            [GRAPH]
<TABLE>

<S>                                             <C>            <C>             <C>            <C>            <C>            <C>

                                                1990           1991            1992           1993           1994           1995
- -----------------------------------------------------------------------------------------------------------------------------------
Florida Progress                                100             131            145            159            151             190
- -----------------------------------------------------------------------------------------------------------------------------------
Standard & Poor's 500                           100             130            140            155            157             215
- -----------------------------------------------------------------------------------------------------------------------------------
Standard & Poor's Electrics                     100             130            138            155            135             177

</TABLE>

*  $100   invested  on  12/31/90  in  stock  or  index  --   including
reinvestment of dividends. Fiscal year ending december 31.




Relationship with Independent Accountants

         The firm of KPMG  Peat  Marwick  LLP,  which  has  been  the  Company's
independent certified public accountants since February 2, 1990, was recommended
by the Audit  Committee  and approved

                                       16
<PAGE>

by the Board of Directors as the Company's  auditor for the year ended
December  31,  1995.  Representatives  of KPMG Peat  Marwick are  expected to be
present at the Annual Meeting,  will have the opportunity to make a statement if
they desire to do so and are expected to be available to respond to  appropriate
questions.

         The Company  has not yet  selected  its  independent  auditors  for the
current year. The Audit Committee  presently intends to make its  recommendation
concerning the Company's  auditors no later than August 1996, in accordance with
past practice.

Shareholder Proposal

          It is the  intention of the persons named in the  accompanying  proxy,
unless otherwise directed, to vote all proxies AGAINST the following shareholder
proposal.  The  shareholder  proposal will be approved if the votes cast for the
proposal by holders of the shares represented at the Annual Meeting and entitled
to vote exceeds the votes cast against the proposal.

         Joseph E. Deddo, 2935 E. Buck Court, Inverness, Florida 34452, a holder
of 114 shares of the Company's Common Stock,  hereby notifies the Company of his
intention to present the following proposal for action at the Annual Meeting:

         NOW,  THEREFORE BE IT RESOLVED that the shareholders  request the Board
         of Directors to adopt a policy that requires  annual  salary  increases
         for  executive  officers that are greater than 4% of their prior year's
         salary to be approved by a vote of the shareholders.

                                    SHAREHOLDER'S SUPPORTING STATEMENT

         Entitlements such as high executive salary must be controlled to better
benefit the Shareholders.

                         THE BOARD OF DIRECTORS RECOMMENDS A VOTE "AGAINST" THIS
                                                 PROPOSAL
                                        FOR THE FOLLOWING REASONS

         The Company  believes that  decisions  concerning  compensation  of its
executive  officers should remain the  responsibility  of the Company's Board of
Directors.  It is the Board's philosophy that arbitrarily  restricting executive
pay would be an unwise policy. The Board believes it needs to retain flexibility
to establish and modify  compensation  levels in order to attract and retain the
executive talent needed to lead the Company in a changing  industry that is also
becoming increasingly more competitive.

         Specifically,   executive  pay  is  set  by  the  Board's  Compensation
Committee, which is comprised of five outside directors. The committee's goal is
to establish target compensation levels that are appropriate in light of current
executive pay levels.  The  committee  examines  compensation  data from several
independent sources. Such data provides guidance for committee members by giving
comparisons of executive pay at other similar-sized companies.

         In recent  years,  the  Compensation  Committee  has  decided to tie an
executive's pay more closely to Company  performance by using three  components:
base salary,  annual incentive  compensation and long-term  incentive awards. If
certain goals are not met, the executives'  compensation  falls below the target
levels.  This places a significant  portion of an executive's total compensation
at risk.

                                       17
<PAGE>


         The Compensation Committee believes this kind of "pay- for-performance"
system,  as measured by specific  goals, is a fair way to structure an executive
compensation  plan.  It  rewards  executives  for  accomplishing  financial  and
operational targets, which benefit the entire Company and its shareholders. This
also helps protect Company assets and build long-term shareholder value.

                                   ACCORDINGLY, THE BOARD OF DIRECTORS
                                RECOMMENDS A VOTE "AGAINST" THIS PROPOSAL

1997 Shareholder Proposals

         Proposals of  shareholders  intended to be presented at the 1997 Annual
Meeting must be received for inclusion in the proxy  statement and form of proxy
relating to that meeting on or before November 1, 1996. Proposals should be sent
to the Secretary of the Company, Florida Progress Corporation, P.O.
Box 33042, St.  Petersburg, Florida 33733.

General

         The Board of Directors  does not know of any other  matters  which will
come before the Annual  Meeting.  In the event that any other  matters  properly
come before the Annual Meeting, the persons named in the form of proxy intend to
vote all proxies in accordance with their judgment on such matters.

         Enclosed  is the  Annual  Report  of the  Company  for the  year  ended
December 31, 1995. It is not to be regarded as proxy soliciting material.

                                            By order of the Board of Directors,
                                                     Kenneth E. Armstrong
                                   Vice President, General Counsel and Secretary


                                       18
<PAGE>

                                   EXHIBIT "A"

                    STOCK PLAN FOR NON-EMPLOYEE DIRECTORS OF
                  FLORIDA PROGRESS CORPORATION AND SUBSIDIARIES


                    ARTICLE I - PURPOSE AND ADOPTION OF PLAN

         1.1 Adoption. The Board of Directors of Florida Progress Corporation, a
Florida   corporation  (the   "Company"),   has  adopted  this  Stock  Plan  for
Non-Employee  Directors of Florida Progress  Corporation and  Subsidiaries  (the
"Plan"),  effective  January 1, 1996,  subject  to  approval  of the Plan by the
Company's shareholders at the annual meeting of shareholders to be held in 1996.

         1.2 Purpose.  The Plan is designed to more closely  align the interests
of directors of the Company and its Approved Subsidiaries (as hereafter defined)
with the  interests  of the  Company's  shareholders  through  ownership  of the
Company's common stock, no par value (the "Stock").

                             ARTICLE II -DEFINITIONS

          2.1  "Approved  Subsidiary"  shall mean any affiliate or subsidiary of
the Company (a) which the  Company's  Board of  Directors  may from time to time
determine to bring under the Plan, and (b) whose own Board of Directors may also
approve the Plan. The Approved  Subsidiaries  are listed on Schedule A, attached
hereto,  as such  Schedule  may be amended from time to time.  

          2.2  "Commission"  shall mean the Securities and Exchange  Commission.

          2.3 "Committee" shall mean the Compensation Committee of the Company's
Board of Directors.

          2.4 "Company" shall mean Florida Progress Corporation.

          2.5  "Effective   Date"  shall  mean  January  1,  1996,   subject  to
shareholder approval of the Plan as required by Section 1.1 hereof.

          2.6 "Exchange Act" shall mean the Securities and Exchange Act of 1934,
as amended.

          2.7 "Fair  Market  Value"  shall mean the  average of the high and low
sale prices of the Stock,  as published in the Wall Street Journal in its report
of New York Stock Exchange composite transactions, on the date such market value
is to be  determined  (or the  average  of the high and low sale  prices  on the
trading day immediately  preceding such  determination  date if the Stock is not
traded on the applicable valuation date).

          2.8  "Non-Employee  Director"  shall mean any person who (a) serves on
the Board of Directors of the Company or one or more Approved Subsidiaries on or
after January 1, 1996; (b) receives fees for his or her services; and (c) is not
an active employee of the Company or any subsidiary of the Company.

          2.9 "Participant" shall mean each Non-Employee Director who meets the
requirements of Article III of the Plan.

         2.10 "Plan"  shall mean this Stock Plan for  Non-Employee  Directors of
Florida Progress Corporation and Subsidiaries, as amended from time to time.

         2.11     "Plan Year" shall mean the calendar year.

         2.12  "Progress  Insider"  shall mean any  officer or  director  of the
Company or person who is directly or  indirectly  the  beneficial  owner of more
than ten percent of the Company's common stock, within the meaning of Section 16
of the Exchange Act.

                                      19
<PAGE>

         2.13  "Retainer  Fee" shall mean the  retainer fee  established  by the
Board of Directors of the Company or an Approved Subsidiary payable quarterly in
arrears to a  Non-Employee  Director  for service as a director,  excluding  any
meeting fees or compensation for other services performed at the request of such
Board of Directors and any reimbursement for expenses.

         2.14 "Rule 16b-3" shall mean Rule 16b-3 under the Exchange Act, as such
Rule may be amended from time to time.

         2.15     "Stock" shall mean the Company's common stock, no par value.

         2.16 "Stock Issue Date" shall mean March 31, June 30,  September 30 and
December 31 of each Plan Year.


                            ARTICLE III - ELIGIBILITY

          3.1  Eligibility  Requirements.  Subject to the  provisions of Section
3.2, each  Non-Employee  Director  shall become a Participant in the Plan on the
effective  date of his or her  election to the Board of Directors of the Company
or any Approved Subsidiary.

         3.2 Initial Plan Year.  Notwithstanding the foregoing,  for purposes of
the initial 1996 Plan Year, each Non-Employee  Director elected as such prior to
the date of the annual meeting of shareholders to be held in 1996, who otherwise
satisfies  the   eligibility   requirements  of  Section  3.1,  shall  become  a
Participant in the Plan effective as of the Effective Date,  subject to approval
of the Plan by the Company's shareholders as described in Section 1.1.

              ARTICLE IV - TERMS AND CONDITIONS OF STOCK ISSUANCES

          4.1 Stock  Reserved for Issuance.  The  aggregate  number of shares of
Stock that may be issued to  Participants  hereunder  shall not  exceed  150,000
shares,  subject to  adjustment  pursuant to Section  4.7 hereof.  The shares of
Stock issued under the Plan will be from the authorized  but unissued  shares of
common stock of the Company.

         4.2 Issuance of Stock.  Each Participant  shall  automatically  receive
seventy-five percent (75%) of his or her Retainer Fee in Stock. Such Stock shall
be issued on a quarterly  basis on March 31, June 30,  September 30 and December
31 of each Plan Year (each, a "Stock Issue Date"). The total number of shares of
Stock to be issued on each Stock Issue Date shall be determined by the following
formula:

                           Shares of Stock =  .75  x  Retainer
                                                         FMV

where  "Retainer"  is the Retainer Fee payable to the  Participant  for services
rendered  during the quarter  ended March 31, June 30,  September 30 or December
31, as the case may be; and "FMV" is the Fair  Market  Value of a share of Stock
on such March 31, June 30,  September  30 or December  31. Only whole  shares of
Stock shall be issued under the Plan;  Participants will receive cash in lieu of
any fractional shares.

                  (b) Initial  Plan Year.  Notwithstanding  the  foregoing,  for
purposes of the initial  1996 Plan Year,  no Stock  distributions  shall be made
prior to receipt of the requisite shareholder approval under Section 1.1 hereof.
If the Plan is approved  by the  shareholders,  the Stock for the quarter  ended
March 31, 1996 will not be issued on March 31, 1996,  but instead will be issued
on the date on which the annual  meeting of  shareholders  is held in 1996;  for
purposes of calculating the number of shares of Stock to be issued on that date,
the FMV in the formula  above shall be the Fair Market Value of a share of Stock
on March 31, 1996. If the Plan is not approved by the shareholders, the Retainer
Fee otherwise payable in Stock will instead be paid in cash.

                                       20
<PAGE>

         4.3 Compliance with Laws.  Notwithstanding the foregoing, each issuance
of Stock  hereunder  shall be subject to the  requirement  that,  if at any time
counsel to the Company shall  determine that the Stock is required to be listed,
registered  or  qualified  upon any  securities  exchange  or under any state or
Federal law, or the consent or approval of any  governmental  or regulatory body
is necessary as a condition  of, or in  connection  with,  the issuance of Stock
hereunder,  such  issuance  may not be completed in whole or in part unless such
listing,  registration,  qualification,  consent  or  approval  shall  have been
completed or obtained on conditions acceptable to the Committee.

         4.4  Book-Entry  or  Certificates.  The registrar for the Company shall
make an appropriate  book entry on its records  evidencing that any Stock issued
hereunder has been duly issued as of the appropriate  date;  provided,  however,
that a  Participant  may at any  time  elect  to  receive  a  stock  certificate
representing  all or a portion of the number of whole  shares of Stock issued to
such Participant under the Plan.

          4.5 Effect of Certain Changes in  Capitalization.  In the event of any
recapitalization,   stock   split,   reverse   stock  split,   stock   dividend,
reorganization,  merger, consolidation, spin-off, combination, repurchase, share
exchange,  or other  corporate  transaction  or event  affecting the Stock,  the
Committee shall equitably  adjust the maximum number or class of shares of Stock
available  under  the  Plan,  and the  number  or class of shares of Stock to be
delivered to Participants.

         4.6  Death,  Resignation,  Retirement  or  Removal.  In the  event of a
Participant's death, or if a Participant shall resign, retire or be removed as a
Non-Employee  Director,  all accrued  Retainer  Fees then owed such  Participant
(prorated  as  appropriate)  shall  be  paid  to such  Participant  on the  next
succeeding  Stock Issue Date, in cash or in Stock in  accordance  with the terms
hereof.

         4.7 Dividend  Reinvestment.  Participants  who receive  Stock under the
Plan may elect to have the cash  dividends  on all or a portion of their  shares
automatically  reinvested  in  additional  shares of Stock,  by enrolling in the
Company's  Progress Plus Stock Plan or such other dividend  reinvestment plan as
the Company shall make available from time to time.


                      ARTICLE V - RESTRICTIONS ON TRANSFER

         5.1 No Assignment  of Rights.  Neither the  Participant  nor his or her
legal representative shall have any right to sell, assign, transfer or otherwise
convey the right to receive any Stock due  hereunder or any  interest  under the
Plan.  Any attempt to assign or transfer any right to payment or interest  under
the Plan shall be null and void and of no effect.

         5.2 Restrictions on Transfer of Stock. The Stock issued to Participants
under the Plan will not be  restricted,  except  that any  Progress  Insider who
wishes to sell, assign,  transfer,  pledge,  hypothecate or otherwise dispose of
any Stock  acquired  under the Plan will be subject to the provisions of Section
16 of the  Exchange  Act and Rule  16b-3  thereunder.  The  Stock  issued to any
Progress Insider shall, if necessary, bear an appropriate restrictive legend, if
issued in  certificated  form,  and be subject to  appropriate  "stop  transfer"
orders.  Any additional stock or other securities or property that may be issued
with respect to Stock  issued under the Plan as a result of any stock  dividend,
stock  split,  business  combination  or other  event  shall be  subject  to the
restrictions and other terms and conditions of the Plan.


                       ARTICLE VI - ADMINISTRATION OF PLAN

         6.1  Administrator.  The Plan shall be  administered  by the Committee,
which  shall adopt such rules as it may deem  appropriate  in order to carry out
the purpose of the Plan.  All questions of  interpretation,  administration  and
application  of the Plan shall be determined by the  Committee,  except that the
Committee may  authorize  any one or more of its members,  or any officer of the
Company,  to execute  and  deliver  documents  on behalf of the  Committee.  The
Committee  shall take all steps  necessary to ensure that the Plan complies with
the law at all times, and the determination of the Committee shall be final and
binding in all matters relating to the Plan.

                                       21
<PAGE>


         6.2  Indemnification.  The Company and each Approved  Subsidiary  shall
indemnify  the members of the  Committee  against  any and all  claims,  losses,
damages,  expenses  and  liability  arising from any action or failure to act in
connection with the  administration  of the Plan, except when the same is due to
gross negligence or willful misconduct. The Company and each Approved Subsidiary
may purchase at its own expense sufficient  liability insurance to cover any and
all claims,  losses,  damages and expenses arising from any action or failure to
act in connection with the execution of the duties of the Committee.


                           ARTICLE VII - MISCELLANEOUS

         7.1 Term and Termination;  Amendment.  This Plan shall become effective
on the Effective Date, and remain in effect until all shares authorized pursuant
to Section  4.1 hereof  have been  issued to Plan  Participants,  unless  sooner
terminated as hereafter provided. The Plan may be wholly or partially amended or
otherwise  modified,  suspended or terminated at any time by the Company's Board
of Directors;  provided,  however, that without the approval of the shareholders
of the Company  entitled to vote  thereon,  no amendment may be made that would,
absent such  shareholder  approval,  disqualify the Plan for coverage under Rule
16b-3;  and provided  further that the formula award  provisions of the Plan may
not be amended more than once every six months unless such  amendment is made in
order to comply with  changes to either the Internal  Revenue  Code of 1986,  as
amended, or the Employee Retirement Income Security Act of 1974, as amended, and
the rules  thereunder.  Notwithstanding  the  foregoing,  no such  amendment  or
termination  shall impair any rights to payments to which a  Participant  may be
entitled prior to the effective date of such amendment or termination.

         7.2 Rights of Directors. Participation hereunder shall not be construed
as creating a right in any Participant to continued service or future service on
the Board of Directors of the Company or any Approved Subsidiary,  and shall not
interfere with or limit in any way the right of the  shareholders of the Company
or any Approved Subsidiary to remove any Participant from his or her position as
a director.  Participation  hereunder does not constitute an employment contract
between any Participant and the Company or any Approved Subsidiary.

         7.3  Compliance  with Rule 16b-3.  With  respect to Progress  Insiders,
transactions  under  this  Plan are  intended  to  comply  with  all  applicable
conditions of Rule 16b-3 or its successors under the Exchange Act. To the extent
that any provision of this Plan or action by the Committee  fails to comply,  it
shall be  deemed  null and  void,  to the  extent  permitted  by law and  deemed
advisable by the Committee.

         7.4  Governing  Law.  This Plan shall be governed by and  construed  in
accordance with the laws of the State of Florida, without regard to the conflict
of laws provisions  thereof,  and only to the extent such laws are not otherwise
superseded by the laws of the United States.

                                                       
                                       22
<PAGE>


                                   Schedule A


                    STOCK PLAN FOR NON-EMPLOYEE DIRECTORS OF
                  FLORIDA PROGRESS CORPORATION AND SUBSIDIARIES


                              Approved Subsidiaries


1.       Florida Power Corporation

                                       23
<PAGE>
                                     [LOGO]
                        FLORIDA PROGRESS CORPORATION

                             I M P 0 R T A N T

                              PROXY CARD BELOW


Your proxy card is attached below. Please follow these steps

1.       Please clearly mark your voting selections.

2.       Sign and date your card on the reverse side.

3.       Please detach and return to us in the enclosed postage-paid envelope.

4.       Please help us avoid the expense of follow-up mailings by completing 
         and returning your proxy card promptly.






     (Tear here)                (Tear here)                 (Tear here)


FLORIDA PROGRESS CORPORATION - Annual Meeting, April 18, 1996 -
               Proxy solicited on behalf of the Board of Directors

The undersigned hereby appoints Jack B. Critchfield,  Richard Korpan and Kenneth
E.  Armstrong,  and  each of  them,  with  power  of  substitution,  proxies  to
represent,  and  to  vote  all  shares  of  Common  Stock  of  Florida  Progress
Corporation, which the undersigned is entitled to vote, at the Annual Meeting of
Shareholders  to be held in St.  Louis,  Missouri,  on April 18, 1996, at 9 a.m.
CDT,  and at any and all  adjournments  thereof,  and hereby  revokes  any prior
proxies given with respect to such stock,  and the  undersigned  authorizes  the
voting of such stock as follows:

1. Election of Class III Directors

Square  FOR ALL Nominees Listed  (except as            Jack B. Critchfield
Box         marked to the contrary)                    Clarence V. McKee, Esq.
 1      INSTRUCTION:  To withhold authority to         Richard A. Nunis
        vote for any individual nominee, strike        Jean Giles Wittner
        a line through the nominee's name in
        the list to the right.
Square  WITHHOLD AUTHORITY To Vote For All Nominees Listed.
Box
 3

2.  The Board of Directors recommends a vote "FOR" for the following Company
proposal:

                                                         FOR    AGAINST  ABSTAIN
         Approve a Stock Plan for Non-Employee          square   square  square
         Directors of the Company and its                 box      box     box
         Subsidiaries to require 75% of each               1         2      3
         director's annual retainer be paid in
         common stock to further align the interests
         of shareholders and directors.

3.  The Board of Directors recommends a vote "AGAINST" the following shareholder
proposal requesting the Board to:
                                                         FOR    AGAINST  ABSTAIN
         Require shareholder approval of annual         square   square  square
         salary increases for executive officers          box      box     box
         greater than 4%.                                  1        2       3
         

(Please date and sign on reverse side.)

<PAGE>
                                     [LOGO]
                            FLORIDA PROGRESS CORPORATION

                                  I M P 0 R T A N T
                            YOUR PROXY CARD IS BELOW


Your proxy card is attached below, please follow these steps:
1.   Please clearly mark your voting selections on the reverse side.
2.   Sign and date your card below.
3.   Please detach and return to us in the enclosed postage-paid envelope.
4.   Please help us avoid the expense of follow-up mailings by completing 
     and returning your proxy card promptly.



(Tear here)          (Tear here)          (Tear here)

In their discretion,  the proxies are authorized to vote upon such other matters
as may properly come before the meeting.

This proxy when properly executed will be voted in the manner directed herein by
the undersigned  shareholder.  If no contrary specification is made, this proxy
will be voted "FOR" the nominees listed in the Election of Class III Directors,
"FOR" the Stock Plan for Non-Employee Directors of Florida Progress Corporation
and Subsidiaries and "AGAINST" the Shareholder Proposal.

                                         Dated.......................... 1996


                                         ...............................
                                                (signature)
                                         ...............................
                                               (signature) 
                                  
                                         When   signing   as attorney, executor
                                         administrator, trustee or guardian,
                                         please give title.  For joint account,
                                         each  joint  owner should sign.  If the
                                         signer  is  a corporation, please sign
                                         full corporation  name  by  duly  
                                         authorized officer. If a partnership,  
                                         please sign in  partnership  name  by
                                         authorized person.

(Please mark, date, sign, detach and mail in the enclosed envelope.)

                                      

<PAGE>



                     APPENDIX TO ELECTRONIC FORMAT DOCUMENT

PAGE 16

Appearing above the table is a graph showing  pictorially what is listed in the
table.

<PAGE>


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