Title: Seald-sweet chronicle
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Permanent Link: http://ufdc.ufl.edu/UF00075292/00007
 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: October 1, 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: VID00007
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,
Y O. 1924 E. JACKSON ST.,
.4 VPENSACOLA, FLA,



Seald we t Chronicle

A Y CITRUS NEWSPAPER"
_T- ICE A MONTH


Vol. V I SBBCRIBPTION PRICE 50 CENTS PER YEAB


TAMPA, FLORIDA, OCT. 1, 1930


Entered as Secend Clase Mail Matter
at the Post Offce at Tampa. Florida
Under the Act of March 3. 1879.


ASSOCIATIONS APPROVE JUICE COMPANY PROJECT


Fourth Morning Service CASHIER
Into Chicago Market To
Become Effective Oct. 1


Campaign Begun By Exchange
:'"Over Year Ago Resu!ts
In Faster Schedul

Negotiations opened by the tra-
fice department of the Florida Cit-
rus Exchange more than a year ago
to speed up deliveries of its grower-
fruit into the Chicago markets ha-ve
resulted in the announcement by thE
Atlantic Coast Line and associated
railroads of fourth morning service
into this distributing center, putting
::* ',Florida at a distinct advantage ovel
California competitor.
The new service becomes effe-:
tive Oct. 1 and both the traffic%
and sales departments of the Ex-
change have revised their schedule
pursuant to the new service, h\lich
will have a far-reaching effect in
getting higher prices for the growers
fruit on the Chicago auctions.
While the 24-hour reduction of
shipping time from Exchange pack-
ing houses into Chicago will un-
questionably affect prices in thi,
Section, the schedule will also tend
to increase the price throughout
the middle western territory. Ac-
curate estimates of the dollar and
cents benefit cannot be made un-
til the shipping season' becomeE
more advanced. But the record-
for last season show between 2,00
and 2,500 cars were shipped from
Florida into the Chicago auctions
and prospects for this year indicate
a gain of approximately 25 percent.
Test Runs Made
Realizing the importance of at
least putting Florida on a shipping
time parity with California into
the Chicago market, J. C. Chase,
president of the Florida Citrus Ex-
change, and c. c. Commander, gen-
eral manager, began negotiations
with the railroads over a year ago
with a view of reducing the old
schedules. Test runs were made
last fall by the Atlantic Coast Line,
proving that the old time could be
materially shortened and the form-
al announcement of the faster
(Continued on Page 3)


William T. Covode


The handling of between $10,-
000,000 and $15,000,000 per year
From the sales of fruit .marketed
through the Florida Citrus Ex-
change, collections of all accounts
and returning this money to the
pockets of the grower members
through daily remittances to the
Sub-Exchanges is the gigantic task
_upervised by Cashier William T.
ovode, third oldest executive of
he Exchange in point of service.
Mr. Covode joined the ranks of
':he Exchange in 1910. He was
elected cashier in February, 1917.
The efficiency of Mr. Covode's de-
partment may be more readily ap-
preciated by a perusal of the per-
2entage of bad accounts. The Ex
change losses from this source are
comparatively trivial in comparison
with the huge volume of business
transacted. This means a vigilant
check of accounts and persistent
efforts to speed up returns from all
sales. The Exchange customers, in
fact, know the cashier as "Hurry
Return" Covode-a compliment to
the business methods of the depart-
ment head.
"We have handled as high as
$362,000 in a single day," Mr.
(Continued on Page 2)


Exchange Subsidiary Provides

Profitable Outlet For Lower

Grade Oranges, $1 Box F.O.B.

Maf Of Required V'ianrPlzdged-At, Winate Haven;
Remainder Is Assured; Plan Regarded As Second
Exchange Stzp To Stabilize Citrus Markets


Secretary Hyde Lifts

Sterilization Ban From
South,W estTerritories

New Regulations Announced As
Result Of Petitions From
Leaders Of Industry

Florida citrus may. be shipped
without sterilization in the south-
ern and western states as a result
of the modification of regulations
announced in Washington last week
by Secretary of agriculture Hyde.
The new regulations came as the
result 'of protests filed with the de-
partment by executives and direc-
tors of the Florida Citrus Exchange
and the announcement was made at
the close of conferences between
Secretary Hyde, Governor Carlton,
C. C. Commander, general manager
)f the Exchange, and otherleaders
if the industry. Unrestricted ship-
ments into the new territories will
begin October 15.
Secretary Hyde's order has not
only opened up a vast market area
to the citrus industry of Florida but
Iso means the virtual end of the
troublesome quarantine. The an-
nouncement was made personally
by the secretary as follows:
"The department feels that while
it is necessary to keep up the in-
spection to discover any other slight
'nfestations which may be existing
in the state, the requirement of
sterilization as to fruit moved to
the southern and western states is
no longer essential for protection.
"The inspection of properties on
which host fruits and vegetables are
produced and the enforcement of
the requirement that drops and
windfalls be kept picked up, the
(Continued on Page 2.)


With more than fifty percent of
the volume already pledged by asso-
ciations throughout the state and
the remainder expected to be guar-
anteed at director's meetings this
week, organiza-
tion plans have
been completed
whereby the
Exchange Juice
Company, a
subsidiary of
the Florida Cit-
rus Exchange,
will this year
extract a n d
freeze the juice
C. C. Commander of lower grade
oranges n o t
otherwise contracted for at $1 per
box f.o.b. its packing houses.
Plans for the launching of the
juice company subsidiary were
unanimously approved at a mass
meeting of the association direc-
tors, managers and grower mem-
bers at Winter Haven. The fol-
lowing associations have already
voted to affiliate with the subsidi-
ary: Florence Villa, Kissimmee,
Plymouth, Tavares, Haines City,
Arcadia, Dade City, Winter Garden,
Mims, Okahumpka, Dundee and
Cocoa, Ft. Myers, Umatilla, Geneva,
Sarasota, Clearwater, Winter
Haven, Lake Garfield, River Valley,
Lake Placid, Frostproof, Citrus City,
Manatee, DeLand, Lakeland, and
Lake Region. The remaining asso-
ciations will submit the juice com-
pany project at separate directors'
meetings and Exchange executives
feel confident that ample volume
will be subscribed to insure the suc-
cessful operation of the subsidiary's
plant or plants this season.
Stabilizes Orange Market
Newspaper accounts of the Winter
(Continued on Page 2)


No. 9







SEALD-SWEET CHRONICLE October 1, 1930


PROMINENT FLORIDIANS PRAISE EXCHANGE MOVE


Associations Approve

Juice Company Project
(Continued from Page 1)
Haven meeting as published in the
state press and carried over news
association wires throughout the
country term the organization
one of the most far-reaching devel-
opments in the history of the Flor-
ida citrus industry, comparable onl
to the contracts made by the Fior-
ida Citrus Exchange four months
ago on cannery grade grapefruit
at an f.o.b. price of 90 cents pel
box.
Through the operation of its
juice company, the Florida Citrus
Exchange plan promises to not only
stabilize the market for the juice
grade oranges of its grower mem-
bers at $1 per box f.o.b. its pack-
ing houses but also removes thiL
grade of oranges from the box lot
markets thereby improving the
quality of pack and increasing the
price for the top grade of varieties.
The subsidiary will make use oi
freezing facilities already availa-
ble in Florida and the frozen juice
product will be sold by the Florida
Citrus Exchange to the large
wholesale distributors of citrus juice
throughout the north.
Mr. Commander Explains Plan
Directors of the associations were
requested at the Winter Haven
meeting to immediately work oui
arrangements with their grower
members so as to provide the sub-
sidiary with sufficient volume oi
fruit to justify its operation and as-
sure proper financing.
Details of the plan were explained
at the mass meeting by C. C. Com-
mander, general manager of the
Florida Citrus Exchange, E. L.
Wirt, chairman of the board oi
directors; Rupert Smith, chairman
of the special committee handling
the organization of the subsidiary,
and others.
Mr. Commander presented thc
plan to the association directors and
managers, speaking in part as fol
lows:
Experience over recent years in
merchandising the Florida citrus
crop has emphasized the necessity
for the development of some method
ether than that now used for the
disposal at a prfoit to the grower
of lower grade oranges. Each suc-
ceeding season the situation has
become more and more acute.
"We are entering the 1930-31 sea-
son with a fairly large crop of cit-
rus. California also has a com-
parably large crop. In addition, the
economic conditions-consumer buy-
ing power-throughout our markets
is none too good.
"The problem of the profitable


disposal of the lower grades of fruit
under such conditions reaches a cli-
max. This situation with respect to
grapefruit has been satisfactorily
met. All growers today are familiar
,vith the contracts which have been
made on cannery grade grapefruit,
disposing of the total Exchange
.upply of this grade at a price af-
fording an adequate margin of
profit to the grower.
"There are pending certain con-
.racts which will dispose of a con-
siderable volume of the juice grade
)ranges on a similarly satisfactory
.asis. No market has yet been pro-
vided, however, for the balance ol
hat volume of juice grade oranges
o be handled for Exchange mem-
bers.
"It is for the profitable disposal
)f this remaining balance of Ex-
change juice grade fruit that the
company will concern itself.
Lower Grade Fruit Problem
"The desirability of removing the
'owest 20 to 25 percent in quality
of the orange crop from the boxlot
market si readily recognized. In
:he first place, such fruit during al
but exceptionally short crop years
rarely brings more than the cost of
production, and very often consid-
erably less. To provide a stable and
profitable market for this fruit,
therefore is a first and most im-
portant consideration.
"There is a second advantage,
however, which will be readily re
cognized by all those who are famil-
iar with fruit and the selling pro-
blems connected with it. The abil-
ity to load cars at our packing hous-
es, without being forced to include
or "work off" a certain number of
boxes of third grade fruit to each
car, would be of material advantage
in disposing of that car to advantage
and without discounts. The pres-
ence of third grade fruit in a car
containing first and second grades
only too often results in discounts
on those higher grades.
"Thus, under this plan not on'y
will the Exchange obtain for its
third grade oranges a profit to thr-
producer, but will also have a mean.
of obtaining a greater premium
(or a less discount) on its first and
second grade offerings.
Operating Plan
"We will, under this plan, make
use of a freezing method which has
been developed and commercially
proved. Of all the work which has
and elsewhere, no other known me-
thod of preserving orange juice has
been done in Florida, in California
worked out satisfactorily to date
"The Exchange Juice company
will take part of the third grade of
oranges, which are not otherwise
contracted for at $1 per box under
pending contracts, ship them to the


facilities, juice the fruit, freeze it
and put it into storage. The pric(
on this juice can and will be con-
.rolled. We believe that the juice
when in storage is not perishable
and can be held indefinitely until
a profitable market is open and
responsible buyers obtained.
Facilities Available
"Facilities now exist in the state
which can be used in the operation
of this plan. They are readily
adaptable to the method of freez-
ng proposed. A survey of such
facilities has already been made and
;hey are found to be adequate te
care for the volume of fruit con-
-emplated for use under this plan
"The Florida Citrus Exchange
has been carefully investigating E
market for orange juice, either ir.
frozen or juice form, over the past
18 months. These investigation.
.iave proved beyond a doubt tha:
.here is a ready and sizable market
for as much as can be put up from
he fruit available under these
grades.
$1 a Box to Growers
"In the sale of this juice, we wil.
control the product and the price on
chat product. In our opinion, th<
juice can be sold to net the grower
$1 per field box for the fruit han-
:led in this manner.
"While orange juice has been the
primary subject of discussion, the
plan is by no means limited to thai
product alone. The scope of oper-
ations of the Exchange Juice com
oany will be sufficiently large to en-
able the company to handle as the
situation develops low grade or off
size grapefruit and tangerines, as
well as oranges."


Cashier
(Continued from Page 1)
Covode explained. "Last year daily
returns were made to the Sub-Ex-
changes and we expect to maintain
.his service during the present sea-
son."
Inauguration of air mail service
between Tampa and the north, Mr.
-ovode says, has speeded up gen-
eral collections and particularly re-
urns from auction market sales.



Secretary Hyde Lifts

Sterilization Ban From

South,WestTerritories
(Continued from Page 1)
maintenance of the sanitation re-
str'ctions applicable to packing
houses and the other remaining re-
quirements of the fruit fly quaran-
tine regulations are now believed
to constitute full protection."


Governor Carlton Says

Plan Makes Possible

All Year Citrus Sales

Commissioner Miyo Joins With
Rhodes, Bankers In Praise
OF Project
Announcement of the orange
juice freezing plan of the F.orida
Citrus Exchange marks the dawn
of a happier day for the grower
.nd the most forward step in stabil-
zing the industry that has been
'aken in the last decade, according
to several prominent Flor'dians,
have telegrapher their personal
views of the effect of the organ-
ization of the Exchange Juice Com-
pany upon the Flor:da citrus in-
dustry as a whole. The telegrams,
received by the Seald-Sweet Chron-
cle ,are as follows:
Governor Doyle E. Carlton:
The freezing of orange juice to-
gether with other methods of preser-
vation, in my opinion, is the great-
est accomplishment for the citrus
industry in many years. It makes
it possible to distribute the fruit
over the entire year rather than
during the short season. It utilizes
a grade of fruit which impairs the
market. It takes care of the sur-
plus which always governs, to a
large extent, the price of the en-
tire output., It saves considerable
in freight and provides employment
for the people in our state and es-
tablishes a most important industry.
Nathan Mayo, state commissioner
of agriculture, wires as follows:
Any process of preserving citrus
fruits and juices in their natural
flavors and qualities that can be
handled economically and commer-
cially will prove the greatest boon
that ever came to the citrus in-
dustry. It will not only secure an
additional outlet for increased pro-
duction .but will exchange the price
of all better grades, eliminating low
grades from the box market. It will
also save the packing cost and the
larger part of the transportation
cost on low grades. It means mil-
lions to the citrus growers.
Edward W. Lane, president, At-
lantic National Bank, Jacksonville:
"I am confident the juice freezing
project inaugurated by the Florida
Citrus Exchange will prove of mat
trial value to the Florida citrus in-
dustry. Oranges used in extracting
the ju'ce will withdraw from the
market a less desirable portion of
the crop. It is a well known fact
that the values are based on the
law of supply and demand and
therefore this withdrawal of this
portion of the crop will tend to in-
crease its value. Orange juice
(Continued on Page 9)


SEALD-SWEET CHRONICLE


October 1, 1930







October 1, 1930 SEALD-SWEET CHRONICLE


Indian River Growers

Complete New Plant;

Sign Up To Capacity

Packing House One Of Best
In East Coast Section;
Outlook Bright

With the completion of the Wa-
basso packing house of the Indian
River Sub-Exchange and a sufficient
sign-up of fruit to operate the house
to capacity, G. R. Brock, manager,
believes the growers of this sec-
tion will receive good returns from
the marketing of their brands dur-
ing the coming season.
The packing house is one of the
best along the east coast. It is
located between the Florida East
Coast railroad and the Dixie high-
way, just south of the limits of Wa-
basso. Steel construction has been
used throughout, both in framework
and the siding. The building has a
floor space of 12,800 square feet,
unobstructed by posts or upright
supports, fronting 160 feet on the
railroad and 80 feet on the high-
way.
A three door loading platform ex-
tends along the entire west side of
the building and the railroad siding
and receiving platforms skirt the
north end and 100 feet along the
north side of the house.
Fruit is received at the north end
of the house and is unloaded di-
rectly into latest type coloring
rooms, which are designed to use
the heat and trickle system of ap-
plying the gas as used in the process
developed by Dr. M. C. Willford,
formerly of the United States De-
partment of Agriculture.
Modern machinery has been in-
stalled throughout the packing
house. Individual motors provide
the power, each unit- being thus
operated independently. Human
handling of the fruit has been re-
duced to a minimum through the
use of conveyors.


Florida Fruit Canners

Preserve Orange Juice
Announcement has been made by
officials of Florida Fruit Canners,
Inc., of Frostproof, of the installa-
tion of machinery for the canning
of fresh orange juice without pre-
servatives and plans for the con-
struction of several additional
plants in various parts of the state
to operate exclusively in the pro-
duction of this form of citrus by-
p'roduct.
Paul Stanton, manager of the
Frostproof plant, said negotiations
have been completed with the Seth
Walker Company, of Tampa, for
the canning of orange juice under
the Walker process.


St. Johns River Shows

Big Volume Increase
Crop estimates prepared by E. L.
Powe, president of the St. Johns
Livers Sub-Exchange, and presented
at a meeting of the Deland Chamber
of Commerce, show a total of 252,-
000 boxes of citrus will be shipped
from the Deland Section.
As compared to last year's out-
put, aggregating 104,601 boxes, the
Deland association will show an in-
crease in volume of approximately
147 percent.
Groves are in excellent condition,
Mr. Powe stated, and greater at-
tention has been paid to pruning,
fertilization and pest eradication.
All packing houses have been im-
proved and new spstems of coloring
have been adopted.
The district served by the St.
Johns River Sub-Exchange includes
parts of Putnam, St. Johns and
Flagler counties and the western
portion of Volusia county. Pack-
ing houses are operated at Palatka,
Crescent City, Georgetown and
Deland.


Fourth Morning Service
(Continued from Page 1)
schedule is the result of these ex-
periments.
Commenting on the effect of the
fourth morning delivery schedule,
F. W. Davis, general sales manager
of the Florida Citrus Exchange
said:
Reduces Decay
"The faster service will reduce
the percentage of decay. The life
of the fruit will be extended. This
will help the retailer as well as the
consumer. In general, fourth morn-
ing delivery gives Florida's citrus
industry a big advantage all along
the line, not only in Chicago but in
other large distributing centers
throughout the middel west terri-
tory."
E. D. Dow, traffic manager of the
Florida Citrus Exchange, collabor-
ated with Mr. Commander, Presi-
dent Chase and J. Curtis Robinson,
general manager of the Growers
and Shippers League, in getting the
faster schedule established. Mr.
Dow also predicts the fourth morn-
ing delivery plan wil be reflected in
Chicago auction quotations o Flor-
ida fruit.


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.


Division Food Machinery Corporation


California Completes

Valencia Shipments
Reliable information received in-
dicate California's crop this year
will be approximately the same as
the 1929-30 yield with 1,200 cars
of Valencias remaining for ship-
ment this month.
Estimated total is slightly over
1,200 cars. Expect to move around
700 cars weekly, finishing about
October 15 on Valencias. The pre-
liminary estimate indicates next
year's crop is largely dependent
upon sizes .It may be nearly equal
to the 1928-29 (orange crop.
Additional estimates from Cali-
fornia show a difference of opinion
as to the Pacific coast crop with
some experts believing the volume
will reach the 73,331 carload total
of 1928-29 and others predicting it
will average 57,000 carloads or the
total shipped in 1926-27.


Frostproof $15,000 additions
and improvements being made to
packing plant of Frostproof Citrus
Growers Association.


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.


DUNEDIN, FLORIDA


STEAM HEATED COLORING ROOM

Automatically Controlled


FLORIDA CITRUS MACHINERY COMPANY





l&Cllwooaeosm


October 1, 1930


SEALD-SWEET CHRONICLE







SEALD-SWEET CHRONICLE October 1, 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

Space 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 OCT. 1, 1930 No. 9


A Reward for Cooperation
While the lifting of sterilization
requirements for Florida fruits and
vegetables destined to markets in
the southern and western states
comes as a tremendous boon to the
citrus industry as a whole, Secre-
tary Hyde's action again proves the
value of cooperation in the hand-
ling of any agricultural emergency.
The discovery of the fruit fly in
Florida was a challenge to the
spirit of the state's citrus in-
dustry. Facing the necessity of
absolute cooperation with the state
and federal authorities first in the
control and later the eradication of
the pest, the growers responded
with such spirit as to command the
admiration of the farming world
Personal interests were pushed into
the background as the growers
fought shoulder to shoulder with
science to drive the fruit fly out of
their groves and farms. It was a
repetition of the spirit that enabled
the United States to send two mil-
lions of men and billions of dollars
in supplies into the fields of France.
Secretary Hyde has realized the
sacrifices made by the growers of
Florida. He has seen their splendid
spirit manifest in clean groves and
in the meticulous observance of
every federal regulation. Being a
true friend of the American farmer
and, above all, a believer in the
value of cooperative effort whereby
the farmer helps himself rather than
depending upon others, Secretary
Hyde has seen fit to open these vast
territories to the shipments of Flor-
ida's fruits, fresh from the groves
and untouched by the sterilizer.
The benefits of the new order
are obvious. It means broader mar-
kets and the possibility of better
prices. It means restored consum-
er confidence. But it also shows
that there is no barrier too high nor


crisis too grave that cannot be over-
come by the all-conquering power
of cooperative effort.


The Law Must Be Amended
Practical experience under the
green fruit law as passed by the
1929 Florida legislature proves that
the complete solution of one of the
cost aggravating problems con-
fronting the state's citrus industry
cannot be offered with the legal
weapons placed in the hands of
Secretary Mayo by the present
statute.
Immature fruit was shipped from
Florida this year in spite of the
prompt action taken by the secre-
tary of agriculture when it became
apparent that the standards laid
down in the law were insufficient
to curb the activities of certain
shippers, whose sole thought is to
win the autumnal race to the mar-
kets.
Emergency regulations were laid
down and the green fruit boll weevil
was killed. But the larvae of the
pest still clings to the trees, dormant
until next year unles the 1931 leg-
islature prepares a fatal spray in
the form of drastic amendments to
the present law.
It is a bit difficult to analyze the
mental processes of shippers, whose
conception of the citrus industry
3eems to be solely one of personal
gain, regardless of the damaging
effect upon the industry as a whole.
They may be best described as buc-
caneers, sailing the citrus seas
under the jolly Roger of the dol-
ar mark, plundering and ravaging
without compunction and heedless
of the warnings of impaired con-
sumer confidence.
The next session of the Florida
aigislature convenes in April. In view
of what has happened at the be-
ginning of this season, the prudent
leaders of the citrus industry can
well undertake the consideration of
vital amendments in the green fruit
.aw, which will, for all time, stop
he shipping of grapefruit until the
fruit is fit for human consumption.
How this is to be done is a problem
:or the industry rather than the
legislature. The Florida representa-
tives and senators are ready to write
into law whatever safeguards the
growers deem proper.


The Exchange Juice
Company
The successful launching of the
Exchange Juice Company, a sub-
sidiary of the Florida Citrus Ex-
change, to extract and freeze the
juice from lower grade oranges, is
announced and explained in detail in
this issue of the Seald-sweet Chron-
icle.
Praised by prominent business
men, leaders of the citrus industry


and dominant figures in the agri-
cultural and financial circles of the
state, the juice company plan has
also been approved at the mass
meeting of association directors and
managers at Winter Haven. It
marks the second constructive step
taken by the Florida Citrus Ex-
change towards the stabilization of
the big business of producing and
marketing at a profit to the grow-
ers both orange and grapefruit.
Aside from offering an attractive
outlet to the growers for the juice
grade orange, the project involves
the removal from the box lot mar-
ket of a grade of orange that has
long been the source of considerable
concern throughout the citrus in-
dustry. And this phase of the plan
has been clearly summarized in the
following excerpt from the synopsis
read at the Winter Haven meet-
ing by C. C. Commander, general
manager of the Florida Citrus Ex-
change:
"The desirability of removing the
lowest 20 to 25 percent in quality
of the orange crop from the box lot
market is readily recognized. In the
first place, such fruit during all but
exceptional short crop years rarely
brings more than the cost of pro-
duction and very often consdierably
less. To provide a stable and pro-
fitable market for this fruit, there-
fore, is a first and most important
consideration."
Diverting the juice grade orange
from the box lot market means the
quality of the commercial pack will
be immeasurably improved and a
better pack means higher prices in
the northern markets.
But the diversion is .even more
important when consideration is
given to the fact that the growers
will be paid an attractive f.o.b.
price for their juice grade oranges
at the Exchange packing houses.
Outright removal of the juice grade
orange from the box lot market in
itself is a desirable move. But the
transformation of these discards
into actual grower profits raises
the juice company plan to the realm
of the revolutionary. Certainly,
the plan will stabilize the off grade
orange market just as effectively
as the Florida Citrus Exchange
brought order out of chaos with the
90 cent f.o.b. price for canning
grade grapefruit.


Because of its timely interest to
all growers, the following letter is
reprinted from the public pulse col-
umn of the Tampa Tribune:
For the Exchange
Bowling Green-I wish to say a
few words to the growers of citrus
fruits. We have now a good crop
of fine quality fruit this season and
we have no buyers, for no one
knows what price they can afford
to offer for it, and no' one seems


to offer any suggestions that might
improve conditions any.
I am going to offer one, and it is
the only chance for the growers I
can see. Just give the Florida Cit-
rus Exchange 25 percent more of
the fruit and they can control and
make a successful auction, or make
the price f.o.b. here just as they
please. So, Mr. Citrus Grower, if
you don't do this you just be sure
to continue your walk on down to
the slaughterhouse, for you are on
the road now that leads to that
place.
Give the Citrus Exchange 25 per-
cent more of your citrus and they
can and will put your citrus fruit on
a much higher plane of marketing
conditions.
You'd better stop awhile and
think before it is too late. Best
wishes to you.
Box 61.


Mayors and city county officials
of eleven counties in south and
central Florida decided at their re-
cent meeting in Tampa to attempt
the curbing of the hitch-hiker and
vagrant invasion by warning unem-
ployed in the north that there is
no surplus of jobs in this state.
The suggested press announcements
should also emphasize the true facts
of the citrus harvesting situation.
Reports have gone out of Florida
that the growers are employing fruit
pickers at five dollars per day and
that a tremendous crop has created
thousands of jobs. Of course these
statements are figments of ima-
statements are figments of imagina-
tion. Florida'has always harvested
her citrus crop with home labor.
This year's crop is by no means the
largest in the history of the indus-
try. The fruit picker labor pool is
as deep or deeper than ever before
and the universal policy through-
out the citrus belt tends towards
favoring the home folk in distribut-"
ing the seasonable employment.


The best advertisement for Florida
citrus is the satisfied customer.
Somehow, we can't associate satis-
faction with little yellow balls of
quinine.


Development of the canning and
juice industries has been the big-
ges news in Florida this summer.
Newspapers throughout the state.
have devoted columns to announce-
ments of various projects and the
prophets are wearing out pencils
figuring what will happen five years
or ten years in the future. The
majority agree that our high-speed
civiliza ion is responsible for the
upheaval in the industry, claiming
folks in the big cities are too busy
to bother eating grapefruit in na-
ture's own container.


SEALD-SWEET CHRONICLE


October 1, 1930







October 1, 1930 SEALD-SWEET CHRONICLE


Clearwater Mayor Says

Citrus Industry Must

Develop Juice Product

Growers Can Find New Wealth
In Supplying Demand For
Fruit Beverages

Mayor H. B. Baskin, of Clear-
water, makes the following timely
comment on the future of the juice
by-product phase of Florida's cit-
rus industry in the following state-
ment reprinted from the Clear-
water Sun and Herald.
"I have observed a strong tenden-
cy on the part of the north," Mayor
Baskin says, "to drink citrus drinks
and these healthful drinks.are being
given considerable advertisement
at the present time. If the United
States will drink citrus drinks it
will find health and the citrus grow-
ers will find wealth. It is up to the
leaders of the industry to keep step
in these matters. The amount of
money turned into this conutry
from citrus is sufficient for us to
continue to operate on a safe and
sound basis."
Delivering his message to the
growers of Pinellas county, Mayor
Baskin says:
"I feel that I am addressing the
principal industry of this section.
To them goes the responsibility for
producing a quality of fruit and
volume of shipment which will en-
able this section to keep step with
the rest of the country in the pro-
duction of a quality of product in
citrus.
"That they have been successful
in the past in this endeavor is prov-
en by the demand of the trade for
by the location of fourteen pack-
ing houses in and around Clearwater
for the packing and shipment of
citrus fruit and the location of three
large canning plants for the pur-
pose of canning citrus fruits and
juices. It is my firm belief that
the future growth of the citrus in-
dustry is assured financial success
by the preserving and canning of
citrus fruits and juices.
"While the tourist business is at-
tractive and profitable, it a sea-
sonal business while the production
and shipment of citrus fruits are a
year round proposition. The peo-
ple of Clearwater have tong realized
the truth of these remarks and stand
ready to always assist and promote
the growth of the industry."


FINE NURSERY STOCK
Ea-ly and late grapefruit and or-
anges. Very thrifty in two sizes
% to 1". 1" to 1%'". Be safe.
Contract now for Winter planting.
DAVID C. BARROW, Agent
DE SOTO CITY, FLORIDA


A Green Fruit Jingle

Editor's Note-Max Waldron, of
Babson Park, has caught the vital
truths of the green fruit evil in a
series of verses, written in the fa-
miliar Mother Goose tempo. The
poems are reprinted herewith from
the Scenic Highlander Sun.

Jack be nimble, Jack be quick,
Spray your fruit with arsenic;
Pack it while it's green and dry
So it won't squirt in someone's eye.


There was a man in our town and
he was wondrous wise,
He wouldn't sell his oranges to the
green fruit guys
He waited till they ripened up and
tasted nice and sweet,
And now the folks all buy his fruit
because it's good to eat.


Pat-a-cake, pat-a-cake, Green Fruit
Man,
Gather my grapefruit as fast as you
can;
pass by O. K.
Spray it with arsenic and t'will
But it won't do to eat for many a
day.

What are you doing, my pretty
maid?
I'm packing grapefruit, sir, she said.
Is it nice and ripe, my pretty maid?
Oh no, it's dry and green, she said.
Then why do you pack it, my pretty
maid?
'Cause everyone's doing it, sir, she
said.
Won't it ruin the market, my pretty
maid?
Yes, but who's to stop it, sir, she
said.

Old Mother Hubbard went to the
cupboard
To get her husband some green
To get her dear husband some fruit.
It was green, hard and dry,
And the poor man did die.
Now he wears a mahogany suit.


Sing a song of sixpense, a bag full
of rye,
Four and fifty grapefruit, green
and hard and dry;
When the fruit was opened it was
wan awful shame.
Just think that anyone should so
dishonor our state's name.
The man was in the packinghouse
counting out his money;
His conscience didn' tbother him
because he hadn't any.
He counted up his money and he
started in to grin;
"What fools these growers are",
said he, "to put up with this sin".
-MAX WALDRON,
Babson Park.


Avon Park Woman Urges
One Grower Cooperative
Another interesting letter from a
grower member has been received
by the Seald-Sweet Chronicle, this
time from a woman, Mrs. May Wal-
den, of Avon Park, who has urged
other fruit producers to get behind
the movement for one outstanding
cooperative organization in Florida.
The letter follows:
Seald-Sweet Chronicle:
I am very glad to see the letter
of B. M. Hampton and his plea for
better co-operation. For years I
have said that the citrus industry
will never pay the growers until
we are all in one organization. It
depends upon each grower to agi-
tate this question and to convince
his neighbor. It is slow work but
some progress has been made.
When the growers are convinced
that they can make more money by
cooperation than by each one trying
selfishly to get into the market first,
we will get somewhere.


Shipping Board Requested
To Provide British Service
A. M. Tilden, president of the
Florida Citrus Growers Clearing
House, and James T. Swann, direc-
tor, have requested -the United
States Shipping Board to increase
refrigeration facilities on American
These facilities, according to the
ships operating to British ports.
Floridaians, would increase grape-
fruit shipments to these markets.
The shipping board has taken the
matter under advisement.


Bowling Green-P. H. Varn will
build packing house north of Citrus
Exchange packing house.

Representative for Counties South
of Polk in Sale of Insecticedes
and Machines.
Previous sales experience and knowledge
of citrus, vegetable industry necessary.
State experience, references, salary ex-
pected, etc., to Box 1537, Orlando, Florida.


BROGDEX

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 6t 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 90%.
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


SEALD-SWEET CHRONICLE


October 1, 1930







SEALD-SWEET CHRONICLE October 1, 1930


Winter Garden Grower

Received $11,356 For

4,015 Boxes OF Fruit

Association Advertisement
Reveals Advantages ,OF
Exchsnge Membership

Profits of shipping fruit through
the season pool system have been
clearly revealed in an interesting
advertisement published by the Win-
ter Garden Association in the re-
cent issue of the Winter Garden
Journal.
Earl Hunter, manager of the
association, has used a typical grow-
er's statement as the basis of argu-
ments on behalf of the pool plan,
showing the grower member re-
ceived $11,356.40 net for 4,015/2
boxes of fruit. The statement fol-
lows:
PLAIN


No.
10
2
5
7
11
27
18
22
20

122

Size
360
126
150
150
176
200
216
250
288
324
Totals


Bx
.............---











CRANE
No. Bx
99
8
8
60
266
374
601
489
320
224
2,441 /


Amt.
$ 10.18
1.80
7.06
13.10
20.64
49.67.
30.86
33.41
24.56

.. $191.28

Amt.
$ 198.46
24.96
24,96
204.76
981.54
1,397.00
2,097.31
1,627.25
990.69
612.26
$8,134.23


BULLFROG
No. Bx Amt.
103 ........---- ... 162.77
(Continued on Page 7)


WE INVITE F
you to write
to our Research Depart-
ment for help in meeting
any problem of pest con-
trol. .:. Our twenty-five
years of experience are
always at your service.

CALIFORNIA SPRAY-CHEMICAL CO.
61 West Jefferson Street Orlando, Florida


The time to plant a cover-crop
in the citrus grove will depend upon
the crop used and local conditions.
Velvet beans furnish the best ex-
ample o fthe former. This legume
requires a very lonb season to get
best returns and so the seed should
be planted in March or very early
in April. When sowing compeas
or beggarweed much better results
are secured when the seed are sown
just before the grove is "Laid by"
for the summer. Crotalaria seed
do not germinate as uniformily as
either of the above leggumes and
even though the seed are sown in
March some plants will still be com-
ing up in August. During years
of normal rainfall May seems to be
one of the best months to sow the
seed, but March and April are good
an dare much better months than
June for htis purpose. You can
sow seed in July but the crop will
not make much growth until late
in the fall and the tonnage per acre
will be low.
One peck of bunch velvet beans,
or two pecks of cowpea seed should
be used per acre when the seed
are drilled in with a corn planter
but when the seed are broadcasted
and then worked in with a disc har-
row three pecks per acre should be
used. Sow ten pounds of either beg-
garweed or crotalaria seed per acre
broadcast and then disc the seed in.
In some of the heavier soil types
excellent results have been secured
by using the acme harrow instead of
the disc. This year many Highland
County growers used a disc grain
drill to sow their crotalaria using
only five pounds of seed per acre
putting the seed about 2 inches
in the ground and they secured
a good stand. They wree able to
sow the seed exactly where they
wanted them in the middles be-
tween the trees and this will
decrease the cost of hoeing and the
danger of pumpkin bug damage.
However when the plants were a
few inches high and the dry weather
hit they started to die off very fast.
Those who used the grain drill and
disc harrow methods report that
they find little difference ni the
stand secured by either method and
that they will secure a grass seeder
attachment for their drill and use
this next year. If they cna get as
good a stand by using the drill as
by using the disc and are able to
save in cost both in labor and seed,
they will much favor the drill.
You will not need to provide in-
occulation for either cowpeas or
crotalaria as the necessary bacteria
will be found in most grove soils.
Where beggarweed has not been
previously grown good results are
secured from innoculation. This can
either be done by using the pre-


pared inocculation, or by securing
soil from a grove where good crops
of this legume have been grown
and mixing equal parts of this soil
and seed just before sownig. This
latter method has one objection in
that it may bring in weed or grass
seed but the value of a cover-crop
ni your grove seems to be definitely
related to the tonnange produced
and most growers are wanting this
tonnage even though it is composed
of weeds.
The first year that you grow
crotalaria you will find that the
plants are not as vigorous in growth
during th early part of the season
as they will be the following years.
It has been proven that if you do
not allow crotalaria to bloom and
form seed pods that you have no
pumpkin bug damage to fear. This
cna best be accomplished by cutting
this legume with the mover or ro-
tary cutter in the summer just after
a few of the central spikes of the
plants have come into bloom. Where
crotalaria has been previously
grown this stage of growth occurs
during July ro early August depend-
ing upon the date when you laid
the grove by in the spring. The
crop is mowed about nine or ten
inches above ground and soon
stools out and makes new top
growth. If the pumpkin bugs are
present in any number when a
quantity of crotalaria comse into
bloom again the crop should again
be cut down.
Generally this system does not
allow crotalaria to reseed itself and
you should make plans to reseed
the following spring. Howerer, sev-
eral of our growers have found
that by mowing the crop high in
July or August that by the time
the plant makes a new top and
starts to make seed that it is late
in the fall and the pumpkin bugs
are scarce. Thn they allow the
crop to mature seed and the seed
crops matured at that time have
been several times heaviar than
when grown in the ordinary way.
Pumpkin bugs feed on all of our
main citrus cover-crops except the
grasses and one of the main prob-
lems in growing any of these cover-
crops is the control of pumpkin
bugs. In your grove you must work
out the way to conrtol these insects
as we have done when we used cro-
talaria as a cover-crop.
You will find the mower which
can be attached to the side of a
rubber tired tractor to be very econ-
omical. This season in the Lake
Placid Groves Company groves they
were able to mow the cover-crop
both ways in the grove at the rate
of twenty acres per day and a cost
of twelve dollars per day.


HANDLING COVER CROPS

By Louis H. Alsmeyer, County Agent Highlands County


Curry Reports Gains

In Ft. Pierce Drive

For Citrus Terminal

350,000 Box Signup Needed
To Assure Construction
Of Big Project

Sufficient volume of fruit is in
sight to assure construction of the
Fort Pierce Growers Association's
terminal packing, cold storage and
canning plant, J. Reed Currey, or-
ganization manager of the Florida
Citrus Exchange, announced at the
monthly meeting of the St. Lucie
County Growers Association.
In discussing the possibilities of
the project, Mr. Curry spoke, in
part, as follows:
"This project if consummated
will provide you with ideal shipping
and marketing facilities, and that at
a saving under the present cost so
great that you can pay for the plant
out of the savings effected without
ever missing the payments, and then
own the whole project.
"This plant would put Fort
Pierce on the map better than any-
thing else that I know of. I am
authorized by C. C. Commander,
general manager of the Florida Cit-
rus Exchange, to say to you that the
money for provision of this plant
is ready, that the Exchange is with
you and will give you every possible
support and cooperation both in the
construction of the plant and the
handling of its output.
Volume Almost in Sight
"I am also glad to be able to tell
you that we have almost the re-
quired volume of fruit in sight to
assure construction of the plant al-
is yet to be actually signed up, and



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.
Lake 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.
Florida Brogdex Distributors, Inc.
Dunedin, Florida


SEALD-SWEET CHRONICLE


October 1, 1930









COMMANDER URGES I'EED Of STRONG CO-OPERATIVE


40 Million Box Volume

Can Be Marketed By

Growers Organization

General Manager Outlines
Advantages of Citrus
Exchange Setup *

The citrus growers of Florida can
produce and profitably market 40,-
000,000 boxes of fruit annually
through affiliation with a powerful,
grower-controlled, cooperative mar-
keting organization, equipped to
distribute the fruit in accordance
with the best merchandising prac-
tices, C. C. Commander, general
manager of the Florida Citrus Ex-
change, stated in an address before
a mass meeting of members of the
new Lake Carroll Growers associa-
tion.
The meeting was held in the Tam-
pa Union Terminal company ware-
house, whose packing plant facilities
will be operated this season by the
Lake Carroll division of the Citrus
Exchange organization. Other
speakers included Fred W. Davis,
general sales manager of the Ex-
change, and John Moscrip, advertis-
ing manager.
Cooperation Necessary
Mr. Commander's address was
prophetic in many ways as to the
future of Florida's greatest in-
dustry. He touched upon the recent
expansion of the citrus canning
business and the plans of the Citrus
Exchange directors for the market-
ing of orange juice throughout the
year.
But the principal theme was the
necessity of the growers realizing
that the job of getting the high
dollar for their fruit could only be
accomplished through cooperative
marketing conducted by one power-
ful, statewide organization.
"This problem," Mr. Commander
began, "is no different from any
other requiring the application of
common s e n s e merchandising
methods. It has been estimated that
over 20,000,000 boxes may be pro-


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


duced in the state this season. But
I do not believe we have yet reached
the saturation point. I believe we
can produce and market 40,000,-
000 boxes if proper merchandising
machinery is set up and controlled
by one big organization."
California Crop Bigger
Recalling conversations two years
ago with an executive of the Cali-
fornia Fruit Growers Exchange,
Mr. Commander said the California
crop that season aggregated 35,-
000,000 boxes.
"This executive told me," Mr.
Commander said, "that the Cali-
fornia Exchange was being put to
the acid test to get its growers a
profit on a crop of such size. But
the crop brought $123,000,000, thus
demonstrating the profits to be de-
rived from an efficient cooperative
organization."
California growers long ago real-
ized, Mr. Commander said, that con-
sumer demand for their fruit could
be best stimulated through the
cumulative effect of consistent ad-
vertising. Because of this belief,
he added, California is spending
$1,500,000 on its advertising cam-
paign.
Regarding the future of citrus
marketing, Mr. Commander touched
first on the canning industry as an
inevitable step towards providing
the consumer with a year round
supply.
"A prominent canner recently
told me," he said, "that the pack
this year will exceed 3,000,000
boxes. But this is not all. The
officers of the Citrus Exchange are
also working out plans for the sale
of orange juice throughout the
year, opening up another important
new outlet."
Although the Citrus Exchange
expects to handle over 50 per cent
of the Florida crop this season, Mr.
Commander said its grower mem-
bership in Hillsborough county had
never reached satisfactory propor-
tions.
Get New Facilities
"We realized that Hillsborough's
growers needed organization," he
explained. "So arrangements were
made with the Tampa Union Ter-
minal company to provide the splen-
did packing house facilities you see
here today. We formed the Lake
Carroll association so that the pack-
ing house could be operated at cost
to the grower."
After expressing the hope that
Hillsborough growers would eventu-
ally build up a half million box vol-
ume through the Exchange, Mr.
Commander closed his address with
a reference to the recent endorse-
ment from the Federal Farm Board.


Winter Garden Grower
(Continued from Page 6)
5 .......-....- 10.34
32 ....--------.... 88.66
135 ..----------..... 390.77
199 ---............. 577.54
321 .......----......... 899.67
279 ----------...... 767.75
201 ................ 529.76
177 -........- ...... 395.03

1 452 $3,814.29
Culls
Grand Total Boxes 4,015
$12,139.80
LESS
Picking 491.53
Hauling 204.67
Team 87.20
Additional Charges
Total Charges ........... 783.40
Net for Fruit
Inclosed Check .......... -- $11,356.40
REMARKS:


3,884 Field Boxes
4,015 V2 Packed Boxes
Including Frost Ins.
average per box ....


and retain
....... $3.06


Note-Packing at 800 a box and
Retain at 56 a box liave been de-
ducted from the above except on
bulk fruit and culls.
Note-The retain of five cents


per box is held out of the amount
paid to the grower. This money
goes to create a building and plant
improvement fund. The grower is
paid eight per cent per annum on
this money. The principal is used
in building a better house and each
growers equity in the Association
is shown in the increased valuation
of the plant, in which he holds an
interest.


"The Farm Board studied the
Citrus Exchange setup," said Mr.
Commander in a recent talk
"analyzed its method of grower
control and is backing the organiza-
tion with its talent and its money.
In fact, the Federal Board has
shown mroe confidence in the Citrus
Exchange, than some of the Florida
growers."


Five new coloring rooms have
been added to the equipment of the
Arcadia Growers packing house.
Should it become necessary to pro-
cess fruit in order to retain the
market in the south, Manager
Chauncey Whittington stated that
these rooms could with comparative-
ly small expense be converted into
processing rooms.


October 1, 1930 .


SEALD-SWEET CHRONICLE







SEL-WE CHOIL Octbe 1,~ 1930 I__


GROVE, CROP AND PACKING-HOUSE NOTES


Effective with the 1930-31 season,
the Haines City Citrus Growers As-
sociation announces the following
schedule of hailing rates. This
rate includes the use of teams and
sleds where and when necessary,
and represents a reduction of from
25 percent to 40 percent.
1 mile 4 cents
2 miles 4 cents
3 miles 5 cents
4 miles 5'/ cnets
5 miles 5% cents
6 miles 5% cents
7 miles 6 cents
8 miles 6% cents
9 to 10 miles 6 cents
11 miles 6% cents
12 miles 7% cents
13 miles 7Y4 cents
14 miles 7% cents
15 miles 7% cents
16 miles 8 cents
The Association is operating its
own trucks, equipped with extra
large balloon-type tires which adapt
them for traveling directly into the
groves. In this connection, we
wish to ask that our grower mem-
bers cooperate with us by giving
their permission for the trucks to
go directly into the grove, where
practical, to eliminate the expense
of using teams or sleds.
Of course we realize that there
are certain groves where, on ac-
count of close setting of trees or
abundant growth, it will be impos-
sible for the trucks to go into the
groves. On properties of this char-
acter no attempt would be made to
drive into the groves. On properties
of this character no attempt would
be made to drive into the grove.

The Kissimmee Citrus Growers
Association has completed improve-
ments and installation of new ma-
chinery in its packing house, pre-
paratory to handling one of the
biggest volumes in its history.
Coloring rooms have been remo-
deled and a new system has been in-
stalled as well as other. improve-
ments following ideas obtained by
Manager Harry Piano during his
trip to California.
With packing operations scheduled
to begin not later than Sept. 22,
Manager Plano believes the asso-
ciation this year will pack approx-
imately 250,000 boxes, explaining
that both the quantity and quality
of the fruit is considerably above
normal.
Because the volume of fruit al-
ready signed up is so great, Man-
ager Plano announces that no ap-
plications for membership will be
received after October 1.

Members of the Bradenton Cit-
rus Growers Association of the Man-


r, -

OCTOBER SUGGESTIONS FOR GROVE CARE
Prepared for the Seald-Sweet Chronicle by
Horticultural Department, Lyons Fertilizer Company
CULTIVATION
Resume cultivation in bearing groves as soon as rain stops.
PEST CONTROL
If weather should become dry, watch out for rust mite
and spray with Lime Sulphur or dust with Sulphur. Watch
for scale and whitefly, and spray with oil emulsion, if
control is necessary.
FERTILIZER
Make arrangements for fall application of fertilizer, using
from three to four percent ammonia, eight to ten percent
available phosphoric acid and from six to ten percent
potash. Extra care should be exercised in selecting formulas
best suited to the trees under existing weather conditions,
so as to avoid injuring the quality of the fruit.
COVER CROP
Cover crop should be Iowed at this time, but do not re-
move from the land as, it is worth many dollars in soil
improvement.
PRUNING
Remove all dead wood from trees and keep down water
sprouts.

c '


atee Sub-Exchange are receiving
refunds of $25,580.45 through the
retirement of Series G and H certi-
ficates.
Manager W. O. Kirkhuff says the
money will be paid in cash. The
association is retiring one series of
certificates a year in advance of the
scheduled date. The certificates can
be surrendered to T. J. Makin,
secretary, or placed in the hands of
the First National Bank for collec-
tion.

With the plant completely rebuilt
after a disastrous fire, the Alva
Citrus Growers Association has
started operations in handling the
new crop and is shipping the first
cars of grapefruit, it was announced
by Harvard Parkinson, manager.
The Owanita association is also
scheduled to start shipping within a
few days.
Heavy rains in the Lee county
section have delayed operations
somewhat, retarding the maturity
of the fruit and necessitating addi-
tional inspections.

Clearwater port boosters are
negotiating with the Mississippi-Gulf
Ship & Terminal Company for the
water transportation of a large vol-
ume of citrus grown in Pinellas
county.
The company promises to haul
fruit to the northern market at a
saving of 50 cents per box, provid-
ing the Clearwater harbor is opened
to its vessels. On the basis of 602,-
820 boxes, this would mean a saving
to shippers and growers of $301,-
410.


Two new Parker sizers, six new
presses, conveyor heads, a 16-foot
washer and grading belt have been
installed in the packing house of
the Largo Citrus Growers Associa-
tion, it was announced by W. F.
Belcher, superintendent. All ma-
chinery is steel construction. Im-
provements also include five new
coloring rooms.


Lee county packers have shipped
18 cars of grapefruit through Sept.
16, including four cars shipped from
Pine Island last June. The other
14 cars were divided as follows:
Stripes Packing Company, 12 cars
and two cars by the Lee County
Packing Company. The Owanita
association packing house was ex-
pecting to move its first car during
the week beginning Sept. 18.


Workmen are reconditioning the
packing house at Fort Meade, for-
merly operated by the Fort Meade
Packing Company and recently pur-
chased by the Florida Citrus Ex-
change. P. M. Childers has been
appointed manager and is superin-
tending renovations, which include
the repainting of the property, re-
pair of machinery and rebuilding of
coloring rooms to conform to Ex-
change standards.


Packing houses of the Clermont
association will begin operations
October 1, with prospects indicating
Parson Brown oranges will be the
first to market, maturing from two
to four weeks earlier than ever be-
fore.


The fruit packing season at the
Sebring Association has started.
Packing will be light for the next
two or three weeks, W. Ray Nicks,
manager of the association stated,
after which it is expected the large
citrus crop this year will keep the
plant Tn operation for some time to
come.
A. H. Bryson, of Groveland, who
has been with the Exchange for a
number of years will take over the
duties of house superintendent this
year. Mr. Bryson moved his family
to Sebring about the first of the
month.
Due to the larger amount of acre-
age signed up this year, Mr. Nicks
predicted lower packing charges to
members. The tonnage has been
greatly increased he said.
The house will have about 60 em-
ployees on the payroll. All local
help are being employed by the
manager.
Some improvements in the color-
ing room have been made during the
closed season, otherwise the equip-
ment of the plant remains the same.

An Approximate yield of 17,000
boxes of citrus fruit is indicated in
a recent survey of five citrus groves
in this county, it was announced
at a recent meeting of the Ft. Laud-
erdale Citrus Growers Association
at the office of the secretary, O. S.
Vaniman. This does not include
groves owned by non-members of
the group. Officers of the associa-
tion are Frank Sterling, president;
Mr. Vaniman, secretary; C. A.
Walsh and S. R. Johnston, directors.

Titusville-Construction and in-
stallation of improvements under-
way at packing plant of Mims Cit-
rus Growers' Association.

One hundred and fifty-nine car-
load of grapefruit laft the Braden-
ton section last week. Not flowing
gold but rolling gold.


SEALD-SWEET CHRONICLE


October 1, 1930







October 1, 1930 SEALD-SWEET CHRONICLE


Prominent Floridians

Praise Exchange Move
(Continued from Page 2)
should be available in every hotel,
club and restaurant in the United
States as it is undoubtedly the best
of beverages. In all our newspaper
advertisements we use the slogan
"Eat more oranges and grapefruit."
L. M. Rhodes, state marketing
commissioner:
"The orange juice project will
undoubtedly be very profitable to
the Florida citrus grower and have
stabilizing effect on the Florida cit-
rus industry.
"At the price of one dollar per
box f.o.b. packing house for juice
grade oranges the grower will sure-
ly realize good profit and the in-
dustry as a whole will be directly
benefited not only through price re-
ceived for juice grade oranges but
far more by the removal of this
grade orange from the commercial
box market.
"The use of cannery grade grape-
fruit and juice grade oranges by
canneries and juice manufacturers
will to a large extent solve the prob-
lem of marketing off grade oranges
and grapefruit. Perhaps the great-
est benefit to Florida citrus industry
as a whole resulting from the re-
moval of this grade orange from
the commercial box market will be
the effect on and general improve-
ment in grade and pack of Florida
citrus.
"I believe future prospects are
most favorable and there is no ques-
tion but that the increased con-
sumption and use of Florida orange
juice will result in proportionate
benefits to the Florida citrus in-
dustry as a whole."
Judge Allen E. Walker, former
president, Florida Citrus Growers
Clearing House Association:
"Exchange orange juice freezing
plan most forward step in stabiliz-
ing industry in decade. Taking juice
grade oranges at one dollar per box
pacing house will net grower a
profit on that portion heretofore
wasted and thus reduce general cost
of production. Taking low grade
off box market will be of immeas-
ureable value in stabilizing market
generally. With this solution of low
grade orange problem and low
grade grapefruit already provided
for nothing should go on box mar-
ket but U. S. Ones and Aows. Con-
fidence of consumer will be thus
firmlf fixed in grade and pack of
Florida fruit with consequent firm-
er and better prices. Let Citrus Ex-
change now take firm and sincere
stand against shipping immature
fruit. Such immature fruit is of
lower grade than juice and canning
oranges. Then let Exchange spon-
sor and favor liberal advertising
policy and nothing can stop the
progress of the Exchange.


Mt. Dora Association Reports

Big Orange, Tangerine Averages

Packing Costs Were Two Cents Per Box
Under Charges Of Any Other Unit
In Lake County Sub-Exchange


Directors and grower members of
the Mount Dora Growers Associa-
tion are justly proud of their or-
ganization's standing in the list of
general FOB averages prepared by
the auditing department of the
Florida Citrus Exchange, which
show the association leads all others
with averages of 60 cents per box
on oranges and $1.06 per box on
tangerines.
The report also shows the Mount
Dora association leads the averages
for the Lake County Sub-Exchange
with 44 cents per box on oranges
and 57 cents per box on tangerines.
On the general averages, Mount
Dora association leads the Florida
Citrus Exchange average of 55
cents per box and the Sub-Exchange
average of 38 cents per box. There
are only three Sub-Exchanges in the
state that show a better average on
oranges and tangerines than Mount
Dora. These are Indian River,
Owanita and Manatee.
Expect 150,000 Boxes
Cost sheets prepared by the Flor-
ida Citrus Exchange auditor fur-
ther show the Mount Dora packing
charges are two cents per box less
'han any other association in the
Lake County Sub-Exchange.
Officials of the Mount Dora house
are looking forward to a good season
with prospects indicating a volume
this year of between 150,000 and
200,000 boxes. The packing house
has recently been thoroughly over-
hauled. Improvements include the
Installation of new coloring rooms
with a capacity of 24 cars per week.
The Association has stored approx-
imately 75 cars of fruit in the mod-
ern cold storage rooms during the
past season, holding some of the
fruit for as long as 50 days before
shipping. This fruit, association of-
ficials declare, reached the market
in perfect condition. Operation of
the cold storage rooms enabled the
Association to pay its growers be-
tween $40,000 and $50,000 more for
the fruit than would have other-
wise been possible without the cold
storage facilities.
Editorial Praise
Achievements of the Association
have been made the subject of the
following editorial comment in the
Mount Dora Topic:
"It is a credit to the manage-
ment that this Association leads
the Florida Citrus Exchange gen-
eral averages in all varieties. It
is a credit to the management that


Mount Dora's packing cost is bet-
ter than two cents per box less than
any other Association in the Sub-
Exchange. It is a credit to the
management tha tMount Dora made
the record of the highest sales on
a car of oranges selling through
the New York auction last season."


A delegation of local business
men composed of George R. Wil-
liams, manager of the Winter Haven
Citrus Growers' Association, M. M.
Slayton, manager of the Floridagold
plant at Lake Alfred, J. H. Evans
and Douglas Laurie, also connected
with the Floridagold company, and
A. H. McNear of the Lake Alfred
Supply and Manufacturing com-
pany, appeared before the board of
commissioners to petition a change
in truck weights allowed on Polk
county roads. They asked that
trucks bearing loads acceptable in
neighboring counties be permitted
and allowed to pass unhindered


through Polk county. The proposal
was accepted by the commissioners
and the weight limit raised to 6,000
pounds on each axle, or a total
limit of 12,000 pounds for each
truck.


The Charlotte Sub-Exchange will
handle around 250,000 or 260,000
boxes of fruit this season. The De-
Soto Sub-Exchange will handle
about the same number.
Many of the packing houses have
increased capacity during the sum-
mer months. With this increased
capacity and that added by the
building of the two large new pack-
ing houses the total capacity out-
put for houses in this county has
been brought to about 70 cars a
day.



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October 1, 1930


SEALD-SWEET CHRONICLE











DEVELOPMENTS IN FLORIDA'S CANNING INDUSTRY


Tampa Canning Deal

Nearing Completion;

Delmonte Almost Set

California Company Hopes
To Begin Operations
About Oct. 15

Formal announcement is expected
to be made early this month con-
cerning the identity of the corpora-
tion, which plans the construction
of a general canning factory on the
80 acre tract adjoining the western
approach of the Michigan avenue
bridge.
Representatives of the company
were scheduled to arrive in Tampa
during the first week of October
to close the deal and leaders of the
citrus industry are anxiously await-
ing word as to production plans,
especially those concerning the can-
ning of grapefruit and oranges.
The transaction for the transfer
cf the 80 acre site, it is understood,
has been closed. Five ordinances
closing streets and alleys in the
tract have been passed by the city
board of aldermen and the deal,
according to reliable informants,
is virtually ready for the signatures
of the company officials.
In addition to the canning of ci-
trus fruits and Florida vegetables,
the new company, it was said, in-
tends going into the foreign export
business on a large scale. The ex-
port plans propose the barging of
the product down the Hillsborough
river to deep water for reloading on
freighters. Intensive efforts were
to be made towards building up a
large export trade with the British
Isles.
Construction is progressing satis-
factorily on the new standard Del-
monte company plant at Seventh
avenue and Thirtieth street.

V V T
My engineering training has been
applied to Sales-management---
Advertising---Sales Promotion.
Am an industrial engineer with a clean
record of twenty years experience in or-
ganization industrial work and sales man-
agement; now employed and desire to
establish a new connection with a first-
class concern.
Always a personal producer, my duties
in recent years have included the man-
agement of sales promotion and extensive
dealings with salesmen, distributors and
merchandising concerns.
My personal character and record of
achievement are an open book-inviting
the closest scrutiny. I offer a congenial
temperament, a wide and valued acquaint-
ance in the North and Florida, good health
and settled habits.
Past earnings have been in terms of
five figures. Am 43 years of age, married
man of family, and at present residing in
Philadelphia district.
Address 29 East Mowry Street,
Chester, Penn.


Grapefruit Canning Given

New Federal Recognition

Separate Classification Will Be Made
By Department Of Commerce To
Check Production


Convincing proof of the tre-
menddous importance of Florida's
citrus canning industry is found
in the recent announcement by the
United States Department of Com-
merce wherein separate statistics
will be kept on canned grapefruit
exports.
Prior to the new ruling, canned
grapefruit had been included in
port statistics under the general
heading of "other canned fruit."
The decision of the department,
according to Walter N. Pearce, dis-
trict manager of the Jacksonville
office indicates the federal govern-


ment bureau has officially recog-
nized the importance of the canned
grapefruit industry as only those
products of the highest rating are
covered in separate statistical re-
ports.
The new date will be kept by all
district executives of the depart-
ment of commerce in Florida to de-
termine the exact canned grape-
fruit volume exported from the state
to foreign countries. The surveys
will be maintained at all principal
departure points, including Jack-
sonville, Miami and Tampa.


Canning Industry Destined To Become

One OF Florida's Leading Activities


Citrus canning will become one
of Florida's major industries within
the next two years, according to
W. H. Lester, assistant chief of the
engineering department of the
American Can Company, who is in
Tampa superintending the installa-
tion of additions and improvements
to the company's plant near the Mal-
lory line docks. Mr. Lester said the
growth of the grapefruit canning
industry, as well as the bottling or
handling by other methods of grape-
fruit and orange juice, has made
strides in the last few years un-
paralleled in any other branch of
the canning industry of the country.
"Florida canned grapefruit," he
said, "already is known in the mar-
kets of practically all European
countries, as well as in the United
States. From an experiment, and
not o specially successful one, the
business has grown in five years to
one that is attracting the attention
of all of the large canners of fruits
and fruit juices in the country. It
is safe to predict that in another
two years the industry will be the
biggest and most important in Flor-
:da."
Mr. Lester stated that the com-
pany he represents is to open a
school here September 22 to in-
struct canners in this section in the
best, most efficient and most satis-
factory methods of abtaining the
best results from the packing and
sealing machinery used in canning
plants. The company, he said, in-
tends to send here from its head-


quarters in Baltimore its most ex-
pert instructors to conduct the
school. The company intends to
carry in its warehouses here com-
plete stocks of cans of different
sizes, principally for grapefruit, as
well as other supplies used in the
canning plants, and, he said, that
next year it will operate its own
manufacturing plant here, making
the cans instead of shipping them
here from other plants. The com-
pany operates half a dozen or more
manufacturing plants in different
parts of the country ,as well as
numerous warehouses. The Amer-
ican Can Company, he said, is the
largest concern of the kind in the
world, with a capitalization of close
to $100,000,000.
On the basis of data so far avail-
able, 1930 will be a close to normal
year for the can making industry.
O. C. Huffman, president of Conti-
nental Can Co., Inc., has stated
"The pack of the four principal
canning crops of vegetables-corn,
peas, tomatoes and snap beans-
will exceed the five-year average
and will be only about 7 percent
below the large 1929 pack, accord-
ing to latest Department of Agricul-
ture estimates, while the pack of
fruit should exceed that of 1929.
"Because of the constant increase
in consumption during the past few
years, however, the carrying over
of canned fruits and vegetables will
probably be cleaned up so well that
the industry should go into 1931 in
a very strong position.


Cooperative Cannery

Started At Lake Wales

OtherFactories Active

Hill Brothers Increasing Their
Capacity From 1,000 To
1,200 Cases Daily

Citrus canning activities are
booming in the Lake Wales section
with several plants planning to
operate on augmented production
schedules and arrangements com-
pleted for a co-operative factory,
which will be built within the next
few weeks.
The increasing diversion of fruit
to the canners and the added capac-
ity for handling fruit by new pack-
ing houses will add largely to the
payroll released here each week
through the varied branches of the
citrus industry.
Work has begun on the $60,000
grapefruit cannery which is to be
built in Lake Wales by the Ridge
Citrus Cannery, Inc. The canning
company's stock will be held by
the following divisions of the Flor-
ida Citrus Exchange; Lake Wales
Growers Association; Mountain
Lake Corporation; Waverly Grow-
ers Association; Highland Park
Packing House, Inc., Babson Park
Growers Association and the Al-
coma Corporation. These six groups
will control approximately 700,000
boxes of fruit this season.
The canning company is capital-
ized at $100,000 with B. S. Norman,
of Waverly, as president and the
co-operatively' owned plant ds to
take all canning grade fruit from
all interested houses: This will give -
the grower members a decided ad-
vantage as they will be assured an
outlet for their fruit of such va-
riety.
The Hill Brothers canning plant
has been renovated and is ready
for another prosperous season. A
new sprinkler system has been in-
stalled and the capacity of hte fac-
tory has been increased from 1,000
to 1,200 cases per day. Production
schedules for this season call for
the canning of between 100,000 to
125,000 cases of grapefruit and the
plant will employ between 145 wo-
men and 80 men, thus reducing un-
employment in the Lake Wales sec-
tion.
In addition to the canning plant
activities, the Tower City packing
holse at Lake Wales has been com-
pleted and will be ready for opera-
tion with the beginning of the ship-
ping season.


SEALD-SWEET CHRONICLE


October 1, 1930









Citrus Exchange Juice Project Commended By Florida Press


Editors Forecast

Profit To Grower


The Citrus Exchange's
able Move


Commend-


The Florida Citrus Exchange has
made a most commendable move in
organizing a subsidiary company
for the manufacture of frozen or-
ange juice as a means of taking care
of the surplus fruit both this year
and for coming seasons. The pro-
blcm of adequately handling the
ever-increasing crop of Florida cit-
rus has been a gigantic one and lead-
ers in the industry have spen.
many sleepless nights figuring out
ways and means of taking care of
the volume in a manner profitable
to the growers. In several well-
known instances the excess cror
has eaten up the profits earned in a
normal year and plungedd the in
dustry into a slough of despond
that required several good season.
to overcome. Such was true in
1928-29, and the industry has not
yet recovered frm the effects of it
Now with a large crop in sight and
the main shipping season just a few
months off, the Exchange is taking
steps to overcome the demoralizing
effects of a "fruit surplus" among
the more than 50 per cen of the
state's growers who ship through
their organization. The meeting in
this City Tuesday afternoon mad,
provision for the opening of froz-
en orange juice canneries that are
to take care of a million boxes a
year. That represents from four
and a half to five million gallons


of juice, to be put up by the quick-
freez:ng method which) has been
tried so successfully in the preserv-
.ng of Georgia peachse and canta-
Loupes and other fruit and vege-
tables. The Exchange associations
are enthusiastic for the plan-the3
will furnish the money ot build the
plants and equip them in time to
take care of the surplus chop this
season.
Everyone cognizant of the pro-
blems of the citrus industry, real-
izes that the canning of the various
varieties of citrus fruit is the big
thing for the industry. Grapefruit
canning has taken enormous strides
the past several years. Orange
canning has been slower in develop-
ing, due to difficulties in properly
freezing the fruit to preserve its
juic ceontent. Now that a method
has been found that will take care
of this problem the canning of or-
ange juice ought to develop fully
as fast as that of grapefruit. The
Florida Citrus Exchange has taken
a wise step in that direction. May
others follow this lead and profit
Iccordingly.-Winter Haven Chief.


Establishes Market
Besides the conversion of an ele-
ment heretofore a waste into a de-
sirable food product the freezing
and marketing of orange juice as
proposed by the Florida Citrus
Exchange should have a stimulat-
"ng effect in stabilizing the citrus
industry of Florida. This absorb-


vital importance to the grower and
the industry as a whole.
The establishment of a market
price for grade oranges by this
means and its elimination from the
)ox lot market would seem, logic-
Illy, to promote a higher grade of
)rime fruit and at the same time
courage a more uniform grade
ind pack, all of which would na-
,urally contribute to the stabilize
;ion of the industry.-The Miam
Herald.


New Markets for

Florida Citrus
One million boxes of fruit at $1
a box means $1,000,000 net to the
growers. This is a million dollars
%hat is to come from fruit which
would otherwise not be profitably
marketed. It will be from fruit that
is not of the perfect appearance re-
quired for direct sale to the public
This fruit is to be sold in a com-
paratively new form, opening a mar-
ket not generally available hitherto.
It is to be converted into juice,
which is to be frozen in approved
plants, and thus conveyed to meet
a growing national demand. There-
fore, the million dollars which it
expected to be realized for the
growers from this fruit will be prac-
tically new revenue, adding to the
money rewards of those who pro-
duce the fruit.
Furthermore, this million boxes
is, in all probability, not all of the


tion of grade oranges at a price of fruit that will be marketed in this
one dollar per box should also be of way. It. is the proposed output of


one company-the Exchange Juice
Company, which has just been or-
ganized as a subsidiary of the Flor-
:da Citrus Exchange. Therefore,
all of this will come to growers
affiliated with the Exchange. Un-
loubtedly other companies will
3nter the frozen juice field, which
means still more revenue from this
use of the fruit, enjoyed by growers
generally .
Announcement in the Tribune of
he organization of this company
and its purposes came as an editorial
encouragement to Florida citrus
growers and to all well-wishers of
Florida. It is in line with the re-
cent developments in the canning
industry, assuring greater demand
ind greater returns from the prod-
acts of Florida's extensive growers.
The juice which goes into the cans,
Either as fruit or juice, and that
-vhich goes through the freezing
process will be fruit that heretofore
ias not found ready or profitable
market. Much of it has in the past
:oted on the ground, or has been
;old to supply an uncertain demand
'rom those not particular about the
outward appearance of the fruit
they use. As such it has been large-
ly a disappointing product, with no
assurance that it could be sold at
all, and, if sold, at very low and
unprofitable prices.-Tampa Trib-
une.

The Florida Indian River Canning
Company will open at Fort Pierce
on October 1st and has contracts for
2,000,000 cans of fruit, 30,000 cases
of which are to go abroad.


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SEALD-SWEET CHRONICLE








NUMBER FOUR


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





















I
Seald-Sweet


Mor-juce


Farm Value of Fruit Crops
Principally Competitive to
Florida Citrus:


Apples
California Citrus
Peaches
#Pineapples
Grapes
#Bananas
Cantaloupes
Prunes

TOTAL
Florida Citrus


Of the chief fruits selected by American Con-
sumers, Florida citrus receives only 10% of this
buying preference.
AMERICA'S FRUIT DOLLAR


$ 143,000,000
$ 105,100,000
$ 60,000,000
$ 41,000,000
$ 40,000,000
$ 36,000,000
$ 20,000,000
$ 20,000,000

$ 465,000,000
$ 51,000,000


TOTAL, including
Florida Citrus $ 516,000,000

* Values at U. S. Ports of entry


r '
Florida Citrus Growers must increase this percentage to success-
fully market their Impending crop Increase. 90% of America's fruit
interests, actively promoting their own products, oppose this.
Yet it must be done, or new fruit dollars must be found-the total
spent by consumers for fruit must be increased.
Either accomplishment is a monumental task, possible only when
the industry is unified and the applied strength of grower mass-action
made possible.


Keen Competition for the Consumer's Fruit Dollar

Emnphasies the Need for Action




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