Title: Seald-sweet chronicle
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Permanent Link: http://ufdc.ufl.edu/UF00075292/00004
 Material Information
Title: Seald-sweet chronicle
Alternate Title: Seald sweet chronicle
Physical Description: v. : ill. ; 31 cm.
Language: English
Publisher: Florida Citrus Exchange
Florida Citrus Exchange
Place of Publication: Tampa Fla
Publication Date: August 15, 1930
Frequency: semimonthly
regular
 Subjects
Subject: Citrus fruit industry -- Newspapers -- Florida   ( lcsh )
Newspapers -- Tampa (Fla.)   ( lcsh )
Newspapers -- Hillsborough County (Fla.)   ( lcsh )
Genre: newspaper   ( marcgt )
Spatial Coverage: United States -- Florida -- Hillsborough -- Tampa
Coordinates: 27.970898 x -82.46464 ( Place of Publication )
 Notes
Dates or Sequential Designation: Ceased on Apr. 15, 1932.
General Note: "Florida's only citrus newspaper."
General Note: Description based on: Vol. 4, no. 24 (May 15, 1929).
 Record Information
Bibliographic ID: UF00075292
Volume ID: VID00004
Source Institution: University of Florida
Holding Location: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: ltuf - AJH6537
oclc - 31158390
alephbibnum - 001763371
lccn - sn 97027656

Full Text

J.C. YONQE,
1924 E. JACKSON ST.,

d, 1e CPENSACOLA, FLA


Seald Sweet Chronicle

"FLORIDA'S ONLY CITRUS NEWSPAPER"
TWICE A MONTH

Entered u Sedd Clasi Mail Matter
Vol. VI BU.sciCBI&n PRIcle 5o cmTsN ran m A TAMPA, FLORIDA, AUG. 15, 1930 **th rest ome at Tamp., Flori No. 6.
Under the Act of Meroh 3, 1879.


ANNOUNCE NEW SETUP FOR EXCHANGE SALES DEPT.


Expect Satisfactory

S Season For Exchange

Trade And Representatives Think
Good HardWork Will Counter
Depressed Market Condition

Market conditions throughout the
country could be a lot better than
they are, but they might be a lot
worse; so, with good, hard work
all along the line from the packing
house to the retail stores, a very
satisfactory season should be ob-
tained for the growers of the Flor-
ida Citrus Exchange.
Such was the final opinion of the
trade and the Exchange staff after
an interchange of information and
opinion at the annual sales con-
ference in Grand Rapids, Mich..
August 13. The attendance was
very representative of all factors
involved in the Exchange handling
of fruit. Nearly 90 percent of the
Exchange representatives and sal-
aried men were present, while a
large number of the trade and sev-
eral Sub-Exchange and Association
managers with a few growers at-
tended, also. With the international
apple convention in session at Grand
Rapids attended by thousands of
the trade, the Exchange had an ex-
cellent opportunity to place its
plans before the largest number and
receive information and views from
all market sections.
The conference occupied most of
the day and was followed by a din-
ner at which a number of informal
talks were made. H. G. Gumprecht
of Bradenton, one of the senior sub-
exchange managers, served as chair-
man. Principal speakers were Pres.
J. C. Chase, John S. Taylor of
Largo, Fred W. Davis, general sales
.manager and John Moscrip, adver-
tising manager.
Mr. Chase stressed the fact that
the Exchange will control 50 per-
cent or more of the crop this season
and that this fact alone puts the
sales organization in a better posi-
tion than ever before to efficiently
and successfully handle the crop.
He spoke of the crop being larger,
but of fair quality. He concluded
his talk with the statement that
(Continued on Page 2)


Exchange To Test New Citrus Container;

Obtains Exclusive Rights To Use For Citrus


At the top of the above are the full, half and quarter sizes of the new container which
the Exchange will test this season. The first commercial machine by which these con-
itainers are automatically made has just been completed, ready for use of the Ex-
change when fruit is available. Below; the half size container before assembly,
showing the side as it comes from the machine and the two heads.


The Florida Citrus Exchange will
give thorough packing, shipping and
marketing tests to a new type of
container which appears to have
exceptional possibilities, particular-
ly in economies in packing. The
Exchange has obtained control of
the container in order to hold its
advantages entirely to Exchange
members.
Studies made of the manufacture
and use of the container for citrus
lead the inventor to believe that
savings in packing costs alone will
approximate 20 cents a box. The
container materials cost much less
than shooks for the regular citrus
box. It is cheaper and simpler to
make and requires much less labor
throughout, including the packing
with fruit.
The container should allow a ma-
terial saving in freight cost as it
weighs about half as much as the
standard box. Tests show that it
is 50 percent or more stronger. Its


construction allows more complete
air circulation, which should lessen
the possibility of decay and require
less time for precooling. This com-
plete ventilation will permit pack-
ing the fruit without wraps, elimin-
ating a rather large expense of the
present method of packing fruit.
It displays the fruit to much bet-
ter advantage than the present box.
Also, it requires less floor space.
Both these features are factors of
considerable importance to the
trade and retailers.
It is believed by the Exchange
that the new container has possibil-
ities which will lead to wider dis-
tribution of the lower grades of
citrus. In particular, it is thought
that the container is more adaptable
to the requirements of small com-
munities and will aid, thereby, in in-
creasing the sale of citrus in such
places.
"I believe that the time has come
(Continued on Page 5)


Effect New Division

OF Sales Activities

Realign Whole Trade Area And Set
Quotas Seeking 100 Perc;,
Distribution For Exchange

An entirely new set-up of the
sales organization, commensurate
with the greatly increased volume
of fruit to .be sold, will govern the
sales of the Florida Citrus Exchange
this season. Complete details were
announced at the annual sales con-
vention of. the Exchange at Grand
Rapids, August 13.
In the new setup there will be
separate orange and grapefruit
sales managers who not only will
be responsible to Fred W. Davis,
general sales manager, for pressing
the sale of the variety they repre-
sent, but will relieve him of much
routine. George A. Scott is orange
sales manager and E. E. Patterson,
formerly of Chase and Company
will have charge of grapefruit sales.
They will supervise, under Mr.
Davis, the work of three assistant
sales managers and also will relieve
the assistants of routine contact
with sub-exchanges and associations,
leaving them free to give their en-
tire time to the direction of the di-
vision and district managers in the
actual sales of the fruit and the de-
velopment of the territory.
The three assistants are C. A.
Price in charge of the New England
and Eastern divisions; H. G. Gum-
precht, Jr., in charge of the Cin-
cinnati, Midwestern and Northwest-
ern divisions, and J. C. Robinson,
formerly of the International Fruit
Corporation, in charge of the South-
ern and Southeastern divisions.
Another of the main features of
the re-organization will be the close
coordination of the advertising and
sales promotion department with the
sales department. All work of these
two will be closely linked to gain
the utmost value from every dollar
of advertising money spent. John
Moscrip, advertising manager, has
been in close conference with Mr.
Davis and his staff in the working
out of many of the details of the
marketing set-up and plans.
The sales territory has been re-
(Continued from Page 1)







SEALD-SWEET CHRONICLE August 15, 1930


Announce New Setup

For F. C. E. Sales Dept.

Realign Whole TradeArea And Set
Quotas Seeking 100 Percent
Distribution For Exchange

(Continued on Page 2)
districted. Divisions have been
changed, making a total of seven
with a division manager, a salaried
man of the Exchange, in direct
charge. Each division has been
studied and redistricted to give the
field sales force there better oppor-
tunity and to center responsibility
definitely. A chart of the Tampa
office and division organization ap-
pears on Page 3.
All territories of the country
have been closely studied with re-
spect to past performance and po-
tential consumption. An immense
amount of data referring to past
operations and to conditions and
possibilities have been compiled and
gone over. Quotas have been set
for each market in which due con-
sideration has been given competi-
tive conditions, freight rates and
other factors. Each member of the
organization, whether bonded repre-
sentative or salaried employee, is
held responsible for filling his
quota.
The statistical department of the
Exchange compiles the sales data
daily and will prepare weekly re-
ports on divisions and districts. This
will allow a close and continuous
check upon performance and will
give the Tampa office an accurate
picture at all times and let it know
definitely what each unit in the field
sales organization is doing. Coupling
this data with the information on
conditions and potential possibili-
ties of each district'and carlot point,
any slack in sales at any point can
be quickly determined and the com-
bined force of advertising, dealer
service and sales effort can be
mobilized to build up the point or
territory to its sales quota.
The quota arrangements include
all potential as well as present mar-
keting points and gives each a pro-
portional part of the Exchange vol-
ume according to the apparent ca-
pacity of each individual point to
absorb the fruit. Maintaining the
quotas, therefore, will result in an
even distribution' of the Exchange
volume geographically and will
eliminate the possibilities of gluts
as far as the Exchange is concerned.
Also, maintenance of the quotas
will open more markets and will in-
erase per capital consumption. These
points are an insurance to the Ex-
change that the increasing volumes
of the future will be handled to
the advantage of the Exchange
Several changes in the field per-
sonnel have been made by Mr.
Davis. S. W. Teague of the Colum-


CROP REPORT
Reported condition of citrus
varies only slightly from that
of a month ago. Condition of
oranges, is reported at 83 per-
cent of normal compared with
82 percent on July 1 and 62
percent on August 1, 1929.
Grapefruit is reported at 79
percent compared with 80
percent a month ago and 57
ines are reported at 77 per-
percent a year ago. Tanger-
cent compared with 76 per-
cent on July 1 of this year and
57 percent August 1, 1929.
While some groves are in
need of rain, fruit generally
is holding well. Present pros-
pects are for quality better
than that of a year ago.



Green Fruit Inspection
Green fruit inspection service is
being reorganized for the new sea-
son and will generally follow the
same lines and policies of last year.
O. G. Strauss, superintendent of
field forces, a federal supervisor,
will again be in charge. As was the
case last year, federal cooperation
and supervision will aid the state.
Offices will be at Winter Haven.
The first force will be limited to
the requirements of the small early
movement expected and will be en-
larged as volume of shipments in-
crease. The inspection force will
be built upon trained federal men,
augmented by state men experi-
enced in the work.
Last year's experience was ex-
tremely encouraging to the industry
which has been beset for many
years with the evil of shipping im-
mature fruit. In many seasons,
such damage was done by early
shipments that it required several
months to restore the favor of the
consuming public.
Shipment of green immature
fruit is considered to have been
one of the greatest shortcomings of
the industry in the past. Many a
fine market has been ruined, yet
some growers and shippers adhered
to the shortsighted policy of ship-
ping immature fruit

bus district has been promoted to
take Mr. Davis' former position as
division manager of the Midwest di-
vision. H. H. Kemper of the
Peoria office has been transferred
to Columbus to succeed Mr. Teague.
J. K. Wynn of Tampa, last season
in charge of special dealer service
and sales work in the south, has
been appointed manager of the
Southern division. The position of
manager of the Southeastern divis-
ion has not been filled.
Errol M. Zorn of the Eastern di-
vision, C. Temple Allen of the New
England, William Wert of Cincin-
nati, and N. T. Collette of the West-
ern division, continue as managers
of these divisions..


Expect Satisfactory

Season For Exchange

Trade And Representatives Think
Good Hard WorkWill Counter
Depressed Market Condition

(Continued from Page 1)
he was until recently an independent
operator who had joined the Ex-
change because he believed that
concentration of marketing control
in one organization was essential
for the grower welfare. On that
belief, he said, he joined the Ex-
change to work wholeheartedly and
without reservation to help put the
job across.
Mr. Taylor remarked that he too
had been an independent operator
up to six years ago and that he had
joined in the belief that the ulti-
mate good of the industry depended
upon profits to the growers and
these profits were available only in
the control of the crop by one or-
ganization. Mr. Taylor predicted
that the Exchange not only will
control more than 50 percent this
season, but that it will control 75
percent in three seasons.
Mr. Taylor pertinently stated
that he was interested in the Ex-
change solely because he believed
that the Exchange, as representa-
tive of the growers, could get the
high dollar for the grower. In his
opinion, this is the only organization
argument necessary-"give Ex-
change growers superior returns
and it would be a case of letting
them in instead of trying to' get
them in."
Mr. Davis, commenting that he
was new in the position of general
sales manager, asked for the whole-
hearted support and cooperation of
every man on the field end. He
explained that his job in Florida
was that of perfecting the ma-
chinery with which the men at the
northern end could function in an
efficient and resultful manner. He
outlined the new set-up and spoke
in detail of the responsibilities of
each man in the whole sales chain.
Mr. Moscrip outlined the basic
plans for the coming season's cam-
paign. He pointed out that adver-
tising, whether it takes the form
of dealer styles work, printer's ink
or other medium, is after all merely
sales work, the proper direction of
which requires complete informa-
tion on every carlot market, dis-
trict and division. With complete
coordination between sales and ad-
vertising departments, he expects:
being able to so place and time
the advertising effort as to make it
effective and immediately produc-
tive of results.
He explained the various maps
on which are outlined the different:
divisions and their districts, point-


EARLY CROP
Earlier maturity of the
crop is indicated with the
prospect of some cars moving
early in September.
At Lake Wales, it is said
that some grapefruit passes
the test now, while Pinellas
and Manatee sections are
watching grapefruit closely
hoping to send out the first
cars of the season. Lack of
rain is interfering in some
sections checking growth. On
the other hand should heavy
rains occur, fruit will not pass
"the test.
Hillsboro should have Par-
son Browns available early,
while St. Johns territory is
generally two weeks ahead in
maturity.



Corn. O 50 vs. Canning

Slightly Green Citrus
Modification of the green fruit
law to permit canning use of picked
fruit which did not pass the inspec-
tor's test is opposed .by the Com-
mittee of 50. The proposal previous-
ly had been approved by the direc-
tors and operating committee of
the Clearing House and has been
submitted to Nathan A. Mayo, com-
missioner of agriculture, responsible
for the green fruit law enforce-
ment.
The Committee of 50 took the
stand that canning did not improve
the fruit and that the growers did
not want the canned fruit to acquire
an unfavorable reputation.

ing out that all the carlot markets
shown on the maps were potential
markets for Exchange fruit and
that 100 percent'distribution neces-
sitated the sale of fruit in each of
those markets. He pointed out that
while many markets had been sold
the past season there were many
which were not on the active list
thuogh they had been sold to in
seasons before. Also that there
were many potential markets which
had never been sold.
He explained that the coordinated
effort planned was intended to bring
all markets into the active list and
to keep them that way. Mr. Mos-
crip said that more money will be
spent in dealer service work this
season than ever before and that ad- -
vertising mainly will be of a localI
nature, designed and placed to fit.
the particular job in the particular
market in question.
The feature of the dinner, which
followed the conference and con-
cluded the sales convention, was the
presentation of a beautiful watch
to George A. Scott, orange sales
manager, by the northern salaried
men as a token of their regard and
appreciation of his friendship for
them.


SEALD-SWEET CHRONICLE


August 15, 1930







Augut 15 190 SELD-SEETCHROICL


C.A.PRICE
ASSISTANT SALES MAR.


F.W.DAVIS
GENERAL SALES MGR.



H.G.GUMPRECHTJR.
ASSISTANT SALES MOR.


J.S.ROBINSON
ASSISTANT SALES MGR.


E. E.PATTERSON
GRAPEFRUIT SALES M6R.


GEaA.SCOTT
ORANGE SALES MGR.


NEWENGLAND Div. EASTERN DIV. CINCINNATI Div. NORTHWESTERNDIV.
C.T. ALLEN, JR. M. ZORN WM.WERT N.T.COLLETTE


MIDWESTERN DIV.
S. W. TEAGUE


13 9 32 9
DISTRICTS DISTRICTS DISTRICTS DISTRICTS


12
DISTRICTS


SOUTHERN Div.
J.K.WYNN






40
DISTRICTS


I .


August 15, 1930


SEALD-SWEET CHRONICLE






SEALD-SWEET CHRONICLE August 15, 1930


Seald-Sweet

Chronicle


Published twice a month in
the interest of cooperative
marketing and for the infor-
mation of the citrus growers
of Florida.

Publication Office:
606 Citrus Exchange Bldg.
Tampa, Florida
Postoffice Box 1108

Net Grower Circulation
over 11,000

SSpace Rates: $60.00 per page;
$35.00 half-page; $20.00 one-
quarter page; $2.00 per inch
all space under one-quarter
page. Minimum space: 1 inch.

Vol. VI AUG. 15.1930 No.6


Propaganda
F. M. O'Byrne:-There are a
number of ways that a grower can
market his crop. He can sell it him-
self as was done in the early days.
This method is almost extinct. He
can sell the crop on the tree to a
speculative buyer providing he can
find one; he can have a professional
packer pick, pack and ship it north
on consignment for him or he can
join with his fellow growers and
sell his own and neighbor's fruit
through his own cooperatively own-
ed and controlled selling organiza-
tion. This cooperatively owned
selling organization is called the
Florida Citrus Exchange. It is own-
ed and controlled by the growers
themselves.
The Exchange has all the
strength and weaknesses of Democ-
racy. Every member is a part owner
and part manager and feels that he
has a perfect right to criticize his
own organization and he very often
does it at length and at large.
If a grower leaves the Exchange,
patronizes an independent and is
disappointed with his results he will
merely change over to another in-
dependent and not say a word. He
feels that he does not own any
part of it and so does not have the
right to criticize it. Quite a few
growers feel that, their first year
with an independent is their best
and prices are increasingly unsatis-
factory thereafter.
One can see that the cooperative
movement is a threat to the exist-
ence of the independent shippers.
We have over one hundred inde-
pendent shippers in the state, many
of them very fine and able men
engaged in a perfectly legitimate
business. The one point on which
they all agree is in suspicion of and
fear of the Exchange. The Ex-
change is constantly trying to take


business from them by performing
at cost the same service that the
independents are performing at a
profit.
As a result, practically all inde-
pendents circulate all kinds of
stories to shake Exchange mem-
bers' confidence in their own organ-
ization. The most vulnerable point
is the Manager of the Association,
the Directors of the Association and
the management in Tampa. Every
time the manager of a local Asso-
ciation buys a new car or his wife
buys a new dress the independent
solicitors ask the growers where he
got the money. They lead growers
to believe that the Directors in
those houses which have short time
pools put all their own fruit into
the best pools. They are constantly
on the alert for stories reflecting
on the efficiency of the Exchange.
The grove owner who has just
moved to Florida to take charge of
his grove is apt to be disturbed
when he hears such stories. Then
when he finds that all the inde-
pendents evidence much the same
feeling and tell much the same
stories he is apt to think that
"where there is so much smoke
there must be some fire" and he be-
gins to lend an attentive ear to such
street corner gossip often told with
a conviction that will put the tell-
ing of the truth to shame.
We suggest to growers who have
had their confidence in the Ex-
change shaken by such stories that
they do exactly as they would do
if they heard stories concerning the
improper conduct of the affairs of a
corporation in which they were
financially interested. Get the facts,
names, place, date and exact fiig-
ures concerning all the stories they
hear and run them down ruthlessly,
not accepting any one's unsupported
word but demanding to see records,
pool averages, etc. They will find
that practically all such stories will
vanish into thin air.


Improvements
The Florida Citrus Exchange has
been responsible for many of the
advantages which have accrued to
the citrus industry of Florida. Once
again it may have introduced an ad-
vantage and an opportunity-with
the new container for citrus of
which it has acquired the control.
As yet, the container is an un-
tried proposition, but it has such
valuable possibilities that it would
be inexcusable neglect not to test
it thoroughly.
The big point at the present time,
however, is that the Exchange is
overlooking no possibility that may
be to the advantage of the growers.
Also, that when improvements come,
it is the Exchange which masters
them first, and the Exchange grow-
ers who profit and profit most.


A New Migration
Developments of the canning in-
dustry in Florida citrus is attract-
ing national attention and may be
responsible for an inrush of new
citizens.
Reading of the big gains which
are being made by the canning in-
dustry in this state, scores of peo-
ple in other states, hit by the busi-
ness depression, are believed to be
making plans to move to Florida
and get work in the canning plants.
Several from other states already
have come into the state for that
purpose. One party from New York
state has applied to the Tugewell &
Wiseman company, now affiliated
with the Exchange, for work.
Only a few years back Florida
attracted outsiders and a big migra-
tion of fortune seekers was the re-
sult. These newcomers also are
fortune seekers but with a different
viewpoint. It is work upon which
they pin their hopes, not "get-rich-
quick" plans. There is room in
the state for workers.


BROGDEX

Equipped
Association Houses
Clearwater Growers' Assn.
DeLand Packing Assn.
Eagle Lake Fruit Growers Assn.
Elfers Citrus Growers Assn.
International Fruit Corp.
Lynchburg
Fullers Crossing
Fort Pierce
Lucerne Park
Arcadia
Lake Alfred Citrus Growers Assn
,Lake Hamilton Citrus Growers Assn.
'ake Placid Citrus Growers Assn.
Leesburg Citrus Growers Assn.
Manatee Citrus Growers Assn.
Mims Citrus Growers Assn.
Nocatee Citrus Growers Assn.
Ocala Fruit Packing Co., Inc.
Orlando Citrus Growers Assn.
L. B. Skinner
Tampa Citrus Growers Assn.
Umatilla Citrus Growers Assn
Waverly Citrus Growers Assn.
Winter Garden Citrus Growers Assn.
Ask the man who uses Brogdex and
you will get the low down on what
it will do for you.
FloridaBrogdexDistributors,Inc.
Dunedin, Florida


B ROGDEX

INSURES


Delivery in Sound Condition
An Improved Appearance
Longer Keeping Time
Less Refrigeration Expense
Trade Preference

Any one of these advantages means a larger net return. Any
one well justifies the 60 a box service charge for Brogdex. All
of them mean many thousands of dollars earned and saved.
These are statements of fact as well as matters of record.
So general is the belief that the Brogdex treatment is of very
vital importance to the citrus industry that the State of Florida
and the Clearing House Association are reported to have appro-
priated money to contest the Brogdex patents on the ground
that they constitute a COMMON BENEFIT TO ALL.
Brogdex packers in Florida will ship this season over one-third
of this year's crop, California about one-third and Texas 900.
There will be more Brogdexed fruit in terminal markets than
ever before. Buyers will have even greater opportunity to make
comparisons and take their choice.
A questionnaire recently sent out to the wholesale and retail
fruit trade in New York, Boston, Philadelphia, Cincinnati,
Detroit, and Chicago shows almost an universal endorsement of.
Brogdex. Many of these buyers state that their trade DEMANDS
Brogdexed fruit.
That being the case, Brogdex will be first choice and will rule
the market.
The packing season is only a few weeks away. Brogdex can be
quickly installed-probably in time for the opening if you act
quickly. Wire or phone and a Brogdex man will see you.

FLORIDA BROGDEX DISTRIBUTORS, Inc.


B. C. SKINNER, Pres.


DUNEDIN, FLORIDA


August 15, 1930


SEALD-SWEET CHRONICLE







August 15, 1930 SEALD-SWEET CHRONICLE


Exchange To Test New Citrus Container;

Obtains Exclusive Rights To Use For Citrus


(Continued from Page 1)
when economies in packing opera-
tions and containers used are of
paramount importance in increasing
the growers' net return." Mr. Com-
mander said. "This container offers
such possibilities.
"The advantages evident in the
container are so desirable that we
have completed arrangements to
secure the exclusive use of it in
Florida for the Florida Citrus Ex-
change. It is worthy of exhaustive
tests in packing, shipping and mar-
keting as it offers the possibility of
a considerable reduction in pack-
ing costs.
"The smaller units available at
comparatively small costs offer a
desirable consumer size package for
chain stores. The demand for this
type of package has long been
sensed by the Florida Citrus Ex-
change and this container, I believe,
may be developed to meet this de-
mand.
"If the package performs as well
in packing, shipping and terminal
handling as present tests indicate
that it should, the grower members
of the Florida Citrus Exchange will
have available for their exclusive
use one of the greatest packing
economies which has been made
available to the citrus industry in
recent years."
The container is made automatic-
ally by a special machine which is
virtually a robot. The manufac-
ture does not require heavy capital
outlay for plants or maintenance of
production. The machine performs
all the functions up to final
assembly which can be done easily
and with speed by ordinary un-
skilled labor. No nails are used
which eliminates the possibility of
damage through faulty workman-
ship.
The container is made of veneer
slats fastened at each end and
across the middle to bands of strap
iron. The fastener is a patented
segment of triangular form which
is stamped from the edge of the
strap iron and is pressed through
the slats and clinched on the other
side, making a rigid, permanent
fastener. Eyelets are stamped at
each end of the iron straps. These
ends-are brought together and the
eyelets fastened with a cotterpin.
The heads are placed upon the
edges of the slats and the projection
of the strap is crimped over with
an ordinary hammer. Rough hand-
ling only crimps down the metal
band firmer and holds the heads
tighter.
Rights to the container were ob-
tained from the Steelbound Con-
tainer Corporation of St. Peters-
burg which owners the various pat-
ents connected with the package.
The container and the automatic


machine which makes it were de-
veloped by Major James D. Brooks,
mechanical engineer. Major Brooks
was engaged by the inventor of the
patented point, which features the
container, to develop it and through
this work invented the new package
and the machine.


Packing House Sideline
Orlando association packed out
the first full carload of grapes ever
shipped from Orange county. The
shipment was made late last month.
The grapes came from the vine-
yards of the Pickard Development
Company, which also has consider-
able citrus developments. The com-
pany is a member of Orlando asso-
ciation.
The grape industry affords a fine
supplement to citrus in packing
operations. Grapes are ready dur-
ing the off season for citrus and
afford a source of packing revenue
when the plant otherwise would be
idle.


Above is the full sized container assembled
It weighs slightly over seven pounds and
is 50 percent stronger and 100 percent
better ventilated than the standard box
now in use.


Mims association is making con-
siderable improvement to its plant,
putting in the complete Brogdex
equipment, additional coloring
rooms of the new type and some
new machinery.


Above is shown a modern, automatically controlled,
steam heated coloring room with a portion of the side
wall cut away to show our method of forced circula-
tion and the steam heating coils and steam jet line
built right into the wall. Control instruments and
blowers are mounted, in this case, on the end of the
room which leaves the floor space above clear of all
equipment for storage or other purposes.
This type of coloring room has the advantage of very
high efficiency, low first cost and low operating cost.
Our circulating system provides a large volume of air,
uniform circulation and constant temperature control.
Rooms are brought up to temperature quickly and
maintained at any pre-determined point with only
slight variation. A spread of not more than two de-
grees is the usual condition.

FLORIDA CITRUS M

Division Food Machinery Corporation


JOSIAH VARN
Josiah Varn, one of the
founders of the Florida Citrus
Exchange and member of the
Board of Directors continu-
ously until one year ago, died
at his home in Bradenton,
Monday, Aug. 4, after an ill-
ness of a month. Mr. Varn
was a member of the "Com-
mittee of Fifty," which at its
own expense, went to Cali-
fornia for a detailed study of
cooperative organization out
of which the plans for the
Exchange was drafted.
Mr. Varn was one of the
most active members of the
Exchange. He gave unstint-
ingly of his time and personal
effort, often without call.
Originally turned to the legal
and teaching professions, he
centered his attention to cit-
rus culture and steadily built
up his knowledge and ex-
perience until regarded as
considerable of an authority.


Dade county expects to have cit-
rus moving into market before
Sept. 1. The fruit is sizing up
nicely and shows some color. It
looks superior to any crop of sev-
eral years past.


These rooms can be equipped and installed as indi-
cated for less than competitive equipment. Tempera-
ture control is more uniform, with a recording ther-
mometer to indicate fluctuations over a 72-hour period;
volume of air in circulation is larger and more evenly
distributed; a better trickle system, more accurate
humidity control-these better features shorten color-
ing time and increase capacities.
May be installed in existing rooms at small cost.
Rooms may be later converted into sterilizing rooms
at no extra cost. Can be used for "kerosene gas" if
desired.
Estimates furnished without obligation.

ACHINERY COMPANY
DUNEDIN, FLORIDA


STEAM HEATED COLORING ROOM

Automatically Controlled


August 15, 1930


4.. .- -


SEALD-SWEET CHRONICLE











GROVE, CROP AND PACKING-HOUSE NOTES


Attendance of non-member grow-
ers representing more than 100,000
boxes of citrus was the outstanding
feature of the annual meeting and
election of Palm Harbor association
at the packing house. Operations
of the past season and plans for the
future, both of the association and
the Exchange, have kindled a big
interest among all growers of the
territory.
With many of the members pres-
ent, it was almost a record atten-
dance. As had been previously an-
nounced the program was entirely
of a business nature with reports on
operations and plans, talks on sales
service af the Exchange ad coop-
erative marketing and the election
of officers and directors.
Report of F. W. Moody, manager,
showed that the association had one
of the best averages on returns in
the sub-exchange. Also, that in
spite of small volume, operation
costs were gratifyingingly low and
that a neat refund of packing sav-
ings had been made to the members.
Several new members of the asso-
ciation were introduced and it was
announced by Mr. Moody that a
good volume of fruit had been
signed with prospects that the asso-
ciation would start the season with
many more new members.
W. D. Curd, northern representa-
tive of the dealer service division
of the Exchange, gave an interest-
ing outline of the special service of
the Exchange to its customers to
assist them to sell fruit to better
advantage and increase their busi-
ness. He explained how fruit is
sold and handled in the markets and
pointed out the various advantages
of the Exchange service.
A. J. Serdjenian, prominent grow-
er of Lakeland, talked on the ad-
vantages of working together and
linking resources through coopera-
tive marketing.
W. F. Durrance was elected presi-
dent, with L. B. Booth as vice-presi-
dent. Ohers on the board with them
are: E. D. Bullock, F. C. McLean
and L. W. Sever. Mr. Moody was
re-elected secretary-manager.


ESTABLISHED 1847

H. HARRIS & CO.

Fruit Auctioneers
Fruit Auction Terminal
Rutherford Avenue
Charleston District
BOSTON, MASS.
Cutler B. Downer Fred'k L. Springford
Harold F. Miles


FREAK CROP
The returns of the ship-
ments of fruit from the
"shock" crop in Dade and Lee
counties generally were very
good. Prices ran as high as
$10 a box, though the general
average was much lower.
The northern markets are
very sensitive, due partly to
depressed business conditions
and also to heavy shipments
from Porto Rico, much of
which is not up to standard.
Extra good fruit brings good
prices. Ordinary to poor fruit
carries a loss.
Cars of the freak crop aver-
aged from about $6 to $7.50.


G. A. Carey, manager and packer
for East Hillsboro association at
Plant City, is building a new plant
of 10 car capacity to handle the in-
creased business signed with the
association this season.
The association though only a
year old has made remarkable prog-
ress and has signed up around 150,-
000 boxes to date which will require
larger facilities. Mr. Carey, former-
ly opreating independently, has
given exceptional cooperation in
building up cooperative marketing
in his section and in keeping with
his spirit of cooperation is building
the larger plant.
The site is located on the Atlantic
Coast Line on which it has a front-
age of 300 feet. It is 324 feet deep.
The new house will be 150 by 150
feet. New Skinner equipment will
be installed including every modern
feature. The equipment will be set
up in two units of which one will
be materially larger than the other
and will be used generally, while the
smaller unit will be used during the
holiday season and other rush
periods. The old plant will be kept
intact at least until the new plant
is finished.


George H. Bruen, one of the or-
ganizers of Cocoa-Merritt Island
association and its first president,
died Aug. 6. He had been ill for
several weeks but it was thought
he was on the road to recovery.
Mr. Bruen, with his son Horace,
owned an 80 acre grove on Merritt
Island. He was a very active sup-
porter of the Exchange and for
many years served as an official.
He came to Cocoa 20 years ago
from Webb City, Mo., where he was
engaged in the gas, water and min-
ing business. He was president of
the Brevard Telephone company for
many years. He i survived by two
sons and a daughter. Mr. Bruen
died last April.


Further modification of the quar-
antine gives the citrus growers a
full season in which to move the
next crop. It also opens all but 18
states to untreated fruit and per-
mits the shipment of fruit into the
18 southern and Pacific states
throughout the season, instead of
limiting it to the winter.
Fruiit can be shipped up to June
15 which is about as late as fruit
moved in seasons before the quar-
antine. This applies to shipments to
any part of the country.
Fruit still must be sterilized for
shipment into the 18 states, but it is
hoped that this condition will be
removed at least during the winter
and there are prospects that this
action will be taken.
All reshipment restrictions ex-
cept those applying to the 18 states
also have been removed.

Lake Hamilton association now
ownes a fleet of trucks and a garage
acquired it believes at half or less
than the usual cost.
It will now haul the fruit for its
members at cost, though it was not
the idea of the directors and Man-
ager Lee B. Anderson to perform
this service when they laid the plans
for the coming season.
When the association received
bids for the construction of its big
addition to the packing house, the
item for excavating appeared very
high. Figuring convinced the di-
rectors that the job could be done
for much less if the association had
the trucks to do the work. Manager
Anderson added to this the idea
that hauling could be done for the
members at a good saving if he
had trucks also. Coupling the two
ideas together, the directors figured
further that by purchasing a fleet
of trucks they could do the excavat-
ing job cheaper and from the sav-
ing over the contract job pay half
the costs of trucks for hauling the
fruit.
"Nothing ventured, nothing gain-
ed," they put the plan in execution.
It worked out better than was
looked for, Manager Anderson re-
ported. The saving paid more than
half the cost of the trucks and sup-
plied a garage in addition.

Cocoa-Merritt Island association
is building four coloring rooms of
the new type among improvements
being made in the packing house.
This will give it a total of seven
coloring rooms with a combined
capacity of more than 3,000 boxes.
The association's volume has in-
creased materially and it is antici-
pating one of the best seasons in its
history.


NO DROUGHT
Except for a few spots, the
Florida citrus belt appears to
have escaped drought condi-
tions. Some sections have re-
ceived plenty of rain and most
all enough water to keep
groves in good condition,
though in some instances more
water would have been better.
A few spots in the Ridge
are reported to be very dry.
Also so me of DeSoto section
is said to need water badly.
It is reported that the dryness
is materially holding back the
sizing of the fruit in some
DeSoto groves.


Floridagold Citrus Corporation
affiliated with the Florida Citrus
Exchange in the cannery deal, is
moving its main offices from Detroit
to Winter Haven. It will occupy
offices on the sixth floor of the Tay-
lor building.
While the company has maintain-
ed a production office at Lake Al-
fred, its main offices have been in
the north and all business direction
came from there. Sales also were
handled out of the northern office.
SThe company has a big expansion
program before it. It plans to build
several more canning and juice
plants to care for its rapidly in-
creasing business. It has plants at
Eagle Lake and Lake Alfred and
has definitely decided to build one
at Dundee for operation this sea-
son. Three other plants are in
mind, also.

The Rotary Club of New Smyrna
was given an interesting talk on co-
operative marketing by George I.
Fullerton of Oak Hill association re-
cently. Members showed a keen
interest, particularly in the sketch
of the movement of the fruit into
the consumers' hands.


S VOLCK aqd
KLEENUP, the
Ortho sprays for citrus pests,
are proven in the orchard and
tested in the laboratory-the
world's mostwidely used citrus
sprays. Write for new folders.

CALIFORNIA SPRAY-
CHEMICAL CO.
61 W. Jefferson St.,
Orlando, Florida


SEALD-SWEET CHRONICLE


August 15, -1930






August 15, 1930 SEALD-SWEET CHRONICLE


Exchange Takes Over

Assets OF United Gr.

Concludes Agreement With Farm
Board To Absorb "Coop" And
Buys Property For $62.000

Agreement has been reached for
the purchase by the Florida Citrus
Exchange of all assets of the Flor-
ida United Growers, Inc., organized
two years ago by the Penney in-
terests and associates as a second
citrus cooperative. The considera-
tion is $62,000.
Assets include the old packing
house of the Haines City associa-
tion, which was sold when the asso-
ciation out grew the plant and con-
structed its present modern plant.
The deal also includes a small plant
at Arcadia. Other assets consist of
equipment at Alturas, Goulds and
Okahumpka and supplies at these
points and at Forest City, near Or-
lando.
The transaction marks the pass-
ing of the cooperative, which was
of the stock form, and the con-
clusion of the agreement of the
Exchange with the Federal Farm
Board to absorb the only other co-
operative in the Florida citrus in-
dustry.


CREATE ORGANIZATION DEPARTMENT HEADED BY CURRY


Organization activities of the
Florida Citrus Exchange hereafter
will be under the direction of a
separate department at the head of
which will be J. Reed Curry, who
has been associated with the Ex-
change in organization work for
many years.


Mr. Curry is well known to the
entire Exchange organization and
to many growers, both in and out
of the Exchange. His activities dur-
ing the past years have made him
thoroughly familiar with the condi-
tions in every unit of the Exchange.
His contact has been such that he
is held in high regard everywhere.
Mr. Curry has been connected
with the Florida citrus industry for
more than 20 years. He was asso-
ciated with Dr. Inman, leading
founder of the Exchange, in the
development of a large area of
groves. Except for a brief period
of years he has been active in cit-
rus work, largely in the promotion
of better marketing through coop-
eration.
His experience has acquainted
him thoroughly with the growers'
problems and viewpoints, while his
long association with the Exchange
has given him a thorough knowledge
of cooperative marketing and or-


foundations for the activities of his
department. He aims to arrange a
program which will give all grow-
ers full information about the Ex-
change organization and the bene-
fits of cooperative marketing. A
recent letter to all Sub-Exchange
and Association Managers gives a
good idea of his ideas of organiza-
tion work. It is as follows:
"The Executive Committee of the
Florida Citrus Exchange recently
recommended that the Organization
work throughout the territory
should be coordinated and handled
by a separate department, to be
hereafter known as The Organiza-
tion Department.
"Having been associated with you
for years in this work, and being
familiar with many of the condi-
tions affecting your operations, I am
now undertaking the management
of the new department with assur-
ance that we can work together
along definite lines for greater suc-
cess to our organization.


"The Organization Department
has been created to facilitate your
business and to assist in accomplish-
ing one of the principal results for
which you are striving, namely-
Cooperative marketing of 75 per-
cent or more of the fruit.
"The efforts which you and this
department will make in getting
new members are of fundamental
importance, since the increase of
volume so obtained will affect the
economic and efficient operation of
Associations, Sub-Exchanges, the
Florida Citrus Exchange in all its
departments, and also have its effect
in the markets.
"Keeping constantly in mind the
main purpose to get 75 percent of
the fruit into cooperation, it is
necessary that we arrange and ag-
gressively pursue a definite program
by which all owners of groves will
be given full information regarding
our organization and the advantages
wihch will result from Unified Mar-
keting."


CAlJS h o



Quality of the crop has improved, ganization work.
according to reports. Mr. Curry is now laying the


SALES DOUBLE AGAIN

RESULTS IN GROVE AND FIELD
PROVE ITS VALUE

W wherever NitraPo has been used as a
Spring Application for Citrus or as a Top Dressing
for Florida Truck Crops, results have been so uni-
formly successful that sales of NitraPo have doubled
again. This remarkable record has been made des-
pite the many substitutes being offered as just as
gcod" at prices below that at which NitraPo can be
sold. The Nitrate Agencies Company is pleased to
announce that a larger supply of this doubly refined
Potash Nitrate will be available this year than ever
before, but because of the tremendously increasing
demand, you are urged to contract now for your
seasonal requirements.


1401-1405
LYNCH BUILDING


JACKSONVILLE
FLORIDA


August 15, 1930


SEALD-SWEET CHRONICLE







NUMBER TWO
of a series of advertisements
presenting facts about the
need for cooperation. The
entire series is on display at
your local association or sub-
exchange office.
FLORIDA
CITRUS EXCHANGE
TAMPA, FLORIDA


New Markets and Wider Demand Must Be Found for

Greatly Increasing Citrus Production
The average yearly increase of total American Citrus from 1895 to 1929 has
been 1120% or 32% average per year.
Projection of this average yearly increase for ten years, points to an expect-
ancy of about 80,000,000 boxes in 1940 for an average total citrus crop.
The graph below, BASED UPON 5 *EAR AVERAGES, illustrates this increas-


Boxes
[Millions]
8O


ing production.

g P


Seald-Sweet


Mor-juce


(Curves based on 5 year averages)


/


@41
4,


0


0b


0
4'r


0


0




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