Title: Seald-sweet chronicle
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Full Citation
STANDARD VIEW MARC VIEW
Permanent Link: http://ufdc.ufl.edu/UF00075292/00012
 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: Decmeber 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: VID00012
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


15 JA-CKSQJ ST.3
PENSACOLA _S.A



crni.le
orFLA.


SVol. VI SUeacrIOPnN P ICen as O
,1

Exch ange Will

Develop Home,,

Citrus -Market
.Development of the big, potential
S hme consumption of citrus, which
has. been so profitable to California,
-...will.e'.undertaken by .the Florida
'Citrus Ehange an ts associ't[Tdr's
Through a chain of "Seald-Sweet"
fruit and juice stores.
SThe plan answers the double pur-
pose of opening a big outlet for
Florida citrus which is not in com-
petition with present markets and
at the same time giving the resi-
dents of the state and the visitors
fine fruit and pure juice at reason-
able prices.
At its last meeting the Board of
Directors of the Exchange directed
that 'a plan for stores and their
operation be prepared for the use
of associations which might care to
operate them; The directors also
ordered a study of the Florida cities
which could not be served by asso-
ciations to determine if it would be
profitable to operate stores through
the Exchange Juice Company.
There are many good towns which
are not in the citrus belt or which
are close to several associations.
Considerable success has marked
the use of the plan by Bradenton


'I


Entere
TBo rP TA TA~g MPA, FLORIDA, DEC. 15, 1930 .t d


AN EXPEl :VE*DROP
i .I, i,.) '


d as Seaend Clas Mall Matter
SPst Oce at Tampa, Florida
Dr the Act of March 8, 1879.


No. 14


Radio To Tell]l

Nation Value

Florida Citrus
Millions of housewives will "listen
in" and hear of the virtues f' Flor-
ida citrus and the latest in tasty
.citrus. recipes -this' winter throughg '
the courtesyof the National Broad-
casting Company, which has set
aside two programs per month on
the "National Farm and .Home"
hour.
The privilege was given the Flor-
ida citrus industry through efforts
of Station WFLA of Clearwater.
Mayor H. H. Baskin of Clearwater
has asked the Florida Citrus Ex-
change to assist by furnishing ini
formation about citrus and n6ew
recipes. Directors of the Exchange
unanimously expressed the opinion
that WFLA had brought to the in-
dustry a boon of immeasurable val-
ue' and voted their thanks and ap-
preciation, while pledging WFLA
their moral support.
"National Farm and Home" hiour
is broadcast from 12:30 to 1:S80:
each day. The program consists of
highly valuable household hints, re-
ports from agricultural organiza-
tions and music by some famous or-
ganization such as the United States
Marine band. The program is


association which has just opened broadcast over 42 st
si a ~store': Bradenton started Farmers Pay Highest Grower Control. Aids practically nation-wid
with a store in Bradenton.' This It is estimated th
was successful and resulted in a Tax Rate In Country Growers Obtain Loans (Continued on
(Continued on Page 2) Farmers and growers pay more The value of grower control is
than $1,000,000,000 in taxes an- clearly reflected in the way by which
nually and in some states the direct California citrus growers are DIRECTORS M
ABNORMAL D)OP taxes equal about tone-third to one- financed between crops. Directors of the
Dropping o citrus con- half the net rent of farms, according California has no financial affi- rus Exchange wil
tinues to an abnormal extent to information by the Rawleigh liation association with its citrus Tampa, Friday, D
and is causing a material loss Foundation. exchange for there is no need for it, is probable that rep
in volume. The cause appears American farmers pay in taxes C. C. Teague, president of the Ex- ganization and loca
undetermined, though the submitted by the
ctionon seeding orange trees more than four times as much as change and member of the Farm committes.b The
may show one principal cause, they spend for seed, two and a half Board, told during his visit here. change managers
Seedling trees bearing heavy times as much as they spend for Banks take care of all the growers will meet in the
crops of fruitin clusters show fertilizer, and one and a half times needs directly, he said. the same day.
a very heavy drop, while the The policy of
trees with'the fruit evenly the cost of all farm improvements It is understood that the banks quent meetings a
distributed show a much-less and more than their total expend- look to the association in California agerment of man
loss. itut'rs-for.:machinery an Ltools, the for security of their loans to grow- ;'growers to'.ttend
It is the opinion of some foundatio.report. ers, it ers. Loans however, are made di- have arouedd muc
se.This condition is evi stated, taq ter pr- rectly with the growers and are paid Aectors, "mny. me
dent in many sections. Those portion of he4net es than as returns are received: -were present than
with 'the facilities are water- even the hi.tupef-tax, brackets It is said thal the California policy was suggests
ing. Splitting of Valencias of the fed e ni'come .ta take of banks and business inteiestsregard Teague .w1q said
which caused a heavy drop a of the 5rin~ipaI
few weeks ago, has diminished big incomes. .. e cooprtive. system so highly the onE
considerably.. During the past 10' yeats, farm that it is difficult for an independent grower ihi their -E
p. *operty e sed 30 J~rceft.. grower to get' Idai. .': .

A '. A,


nations and has-..
e coverage';-..
at if this pro-w
Page 2)


MEETING
Florida Cit-
1 meet in
ec. 19. It,
eorts on or-
tion will be
respective
Sub-Ex-
associatiqn
morning' of
more fre-
nd encouriS
agers and'i
appears "toA
winter

asupl.C
ed B5.C. .
it wa on

Qzi .;
taA *r


P"
i






SEL-WE CHOIL Deeme 15 193


Exchange Will'

Develop Home

Citrus Market
(Continued from Page 1)
store at Sarasota. -Early this sea-
esen;-=the -third was opened- in St.
$Petqrsburg. For the stores outside
its packing territory, Bradenton
"fi rnished the juice fruit through,
purchases from the associations
nearer these stores.
Manager Kirkhuff, who has had
the management of these stores, re-
ports that the various pools were
increased by more than 20 cents a
to0x' through :the net profits from
Ithe,: stores last season. This came
painly.from the Bradenton store
,ap: ,:the Sarasota store was opened
late.. The stores not only did a
.triying business, but at times the
gish-overwhelmed the store staff.
r,, These stores sold juice by the
glag 'Qr in large quantities. A six-
ounce glass was sold for five cents.
IVuch,fruit also was sold by dozen
and by box while many orders were
received, for shipment of boxes out-
-ide of the state.
.. :Braedenton association gave spe-
cial attention to the appearance and
#tting .oof its stores. No expense
was, sar.ed to make them attractive
and,:able to compete in looks and
service with the regular soda foun-
tains and parlors.
,, Wverly association also has had
experiencee in the new business and
is building a beautiful stand in
L~ke Wales, at which it plans to
,sll a full line of citrus products
rgom fruit to confections. Last sea-
sgn it, had a juice and fruit store
in one of the Lake Wales business
buildings and paid its growers a
fine price for the fruit used.
SCalifornia has developed local
ponsumption, but along the usual
trade channels. It has been able
to .4o Athis because of the control of
the crop by the California Ex-
change. Much box fruit is sold in
the state and the largest cities
are as good customers as those out-
sid he of the state. Recently, the
Exchange took over the sale of bulk
through one outlet and is meeting
with fine success.


Seek Reimbursement
.Reimbursement of Florida citrus
growers for the loss of fruit de-
stroyed in the Medfly fight will be
sought of Congress by Sen. Park
Tranmmel. Reports list more than
600,000- boxes of fruit destroyed.
This- is believed to be too conserva-
tive, An unfortunate part of one
official report was the statement of
Dr. Marlatt, when head of the quar-
al~tine administartion that "no re-
imibi rsement had been sought and
S none was contemplated."
"! ...


Market Situation Proves Need Of Grower

Control As Plans For Increase Underway


The marketing situation this sea-
son.shows more and more each day
the imperative- necessity for thl'e
citrus growers of the.state to get.
together and control the distribu.
tion and sale of the crop, General
Manager Commander pointed out to
the directors at their last meeting.
Mr. ,Commander called attention to
the need for immediate thought on
further plans. to gain control
through the Fxchange.
Considerable discussion took place
on the subject. 'J.'Reed Curry, man-
ager of the- organization 'delart-
ment, announced that plans for pe-
cial work with growers were-being'
made by the organization c6iifiifit-
tee and himself and probably would
be ready at the nexo.-meeting o'o
the directors for their. approval.
Marked gains continue to.bb-made.
in signing new members,. he.-~aid,
reporting that 103 hadl..sigied TiO
the previous two week ana-,idrc
than 900 since the erd:.of t sea-.
son. -..
i Mr. Commander *-exprpe@Wt*.
belief that addition of. nrew:gWo-
ers -was not enough. OGiw6r
shippers, who are eligible 'andtJe-
sired by both the Exchian'ge andthi
Federal Farm Board,.shoault be en-
couraged to come into the organiza-
tion. Mr. Commander warned thht
the Exchange and its growers should
not expect these grower-shippers to
sacrifice their investments in.:plant.-
and facilities.
Most of the grower-shippers have
plants which it would not be prac-
tical to operate if they came into.'
the Exchange, he pointed out.
These are located close to Exchange
facilities and would be toos--mail
to continue if the grower-shippei~
signed up; Yet the-grower-shippers
have investments in those plants
which they could not afford or
:would not care to-lose.
Some arrangements must be
worked out in such instances' to


solve the problem of getting. the
grower-shipper in, Mr.. Commander
pointed out. The Exchange grow-
urs lose..too heavily if these stay
cut and operate independently and
it hinders progress toward control-
SIn the discussion, additional
financing of growers was shown to
be a big factor. The opinion was
unanimous that unless dome plan
for grove loans, as well as crop
loans, was worked out, many grow-
ers would be unable to join the
Exchange because of financial ob-
ligations to private operators.
'Many growers have these obli-
gations from which they have been
unable to gain-release as the fruit
returns paid them have not enabled
them to retire the loans. In the
past many growers have lost their
groves to operators because' of this
and it is reported that many others
face such loss of their groves. To
help these out of their, difficulty as
well as give them the protection
*of the Exchange, further financing
plans must be worked out, it was
ebmmented.
informationion was given that the
Growers Loan Guaranty Company,
affiliation of the Exchange, has been
-busy on such a plan and believes
'that 1,t is making progress. Capital
"structure of the company has been
improved and when it reaches 'a
substantial point above other needs,
will -be available in part for grove
loans. 'Growth of the capital struc-
ture and therefore the hastening of
the opportunity rests largely upon
cooperation of the associations.


--Arcadia Arcadian: Wonder if
the shippers of green fruit would
throw a handful of dirt into a bck
of sugar they were. selling to a
customer if they were in the grocery
business.. And yet such an act would
have about the same effect on the
'trade. '


Tangerines To Help The Unemployed
Florida's famous tangerines will touch both the hearts and the stomachs
of the blase city dweller these pre-holiday days. The tangerine has
joined the apple as the hope of scores of the unemployed.
Arrangements have been made by the Clearing'House to provide scores
of the unemployed in the metropolitan centers -with tangerines to sell
upon the streets as was done with apples. The fruit will be bought for
them on the auction, insuring them :a reasonably low price and a good
profit. Means have been provided to make it easy for them'to obtain
a supply and get started. .
Florida growers or the trade will not suffer. As the fruit is boughton
the auction, the growers will get a return. The special outlet should
stimulate demand which would reflect back through increased store sales',
Probably many will buy fiom-the unemployed who would be detered by
depressed conditions from buying from the stores. and having had a
little of the fruit, would have a desire for more.
Most of those who buy from the unemployed will buy only a few to
eat right away or before going to their homes. It will be a trade which
would be lost entirely otherwise and therefore will not interfere-with
the regular business of the retailers.
Arrangements have been completed for such sales in New York. Sim-
ilar plans are being worked out foj Philadelphia; Pittsburgh and Wash-
ington.


Retailers Take

Large Profits

Out Of Fruits
Fresh fruits and vegetables net
the retailer on the average 18.6 per
cent of the sales- price or 22.8 per
cent of the price the retailer pays
for these commodities, according to
a study of a group of representa-
tive stores, by government special-
ists. Fresh fruits and vegetables
returned the biggest profit of all.
The survey showed that the av-
erage, retailer adds 55 per cent to
the purchase price of the commodi-
ties to make up the sales price. The
government report words it 35.5 per
cent of. the sales price, which fig-
ures out as above. According to
the survey operating expense, spoil-
age, trimming combined total 1.6
per cent of the sales price, which
figures out as 2.4 per cent of the
purchase price to the retailer. In
figuring the net return, 6 per cent
interest on capital invested also
was deducted, leaving 18.6 per cent
of the sales price as net profit.
Fresh fruits and vegetables ac-
counted ;or 11 per cent of all the
grocery items. This is,further di-
vided by the survey in the propor-
tions of 40 per cent-for fruits and
60 per cent for vegetables. Income
appeared to have little nifluence on
the proportion. Patrons from com-
munities of small income bought in
the same proportion as those from
higher- incomes.
The specialists reported that the
high net profit was due to the high
gross margin, the small inventories
and the rapid turnover.
,-The group of store-selected were
in ,Louisville,, Ky., and, totaled 26.
stores., They were selected as par-
ticularly representative of the na-
tional group.


Radio To Tell

Nation Value

FlOrida ]Citrus
(Continued from Page 1)
gram was undertaken commercially,
it would cost $10,000 a broadcast.
This would be beyond the reach at
present of any or all organizations
in the citrus industry. The citrus
matter will be presented in inter-
esting form. The program depart-
ment of WFLA will'provide the. con-
tinuity, conferring with the Ex-
change'as to its content. The Ex-
change has under preparation a new
recipe book, which includes valu-
able articles qn the various health
values, on citrus, written by leading
authorities of the country. These
can be drawn upon for the latest
information.


December 15, 1930.


SEALD-SWEET CHRONICLE






December .15, 1930 SEALD-SWEET CHRONICLE


Many Ideas On

New Standards

For Maturity
Though inspection for maturity
no longer is required this season,
the "green fruit" question is sec-
ond only to marketing in the grow-
er interest and. comment of the
present time. The topic is due for
voluminous talk and suggestion be-
fore this season ends ahd another
state legislature has had its inn-
ings.
Belief that the present tests are
not sufficient and that enforcement
could .be improved is practically
unanimous. Growers have seen too
.much questionable fruit picked
from the groves and shipped, though
it is apparently impossible to place
the finger directly upon evasion of
the law. Growers know the fruit
of nearby groves too well and have
too clear an opportunity to judge
the fruit by their own and others'
fruit to take statements of close
enforcement without reservation.
Growers have come to realize,
too, that the law of itself, no mat-
ter how rigidly enforced, means
nothing if the, consumers of the
fruit ,do not like it. They see now
that a standard is worthless if based
upon the minimum of what can get
by health experts. Also they real-
ize that acid ratios mean nothing
by themselves.
There will be much argument be-
fore any change is adopted. There
,are many viewpoints of what should
or should not -be done. The acid
ratio standard will come in foi
heavy criticism, and some feel it
has no place in a maturity stand-
ard. Juice content will undoubted-
ly have unanimous support as a fac-
tor in any standard adopted. Sol-
uble solids also will have large sup-.
port. Color will be injected, though
it is doubtful if it will be giver.
much consideration in the fina:
draft.
There are many that feel that the
acid ratio is the least important fac-
tor, if a factor at all, in spite of the
fact that general belief has been
strong that acidity is the prime fac-
tor. It is the claim of those against
it, that if the juice and solids con-
tents are high the flavor is fine and
high acidity can easily be modified
by the consumer through the use of
sugar. They claim, on the other
hand, that low acidity means noth-
ing if juice and solids content are
low.
Many believe that the acid ratio
is too low. This in turn is coun-
tered by others who point out that
frequently fruit with a low ratio
is sweeter to taste than fruit which
passes high. This is claimed for
both grapefruit and oranges.
The length of the maturity test


GENERAL MARKET SUMMARY
By FRED W. DAVIS, General Sales Manager
December 12, 1930.
The first section of the Florida marketing season will practically come
to a close by the 17th of this month. Up to December 11th we find that
total shipments from the state have been as follows: oranges, 7,286 cars;
grapefruit, 6,175 cars; tangerines, 1.059 cars; mixed, 3,684 cars, making
a total of 18,204 cars. Since the beginning of the season up to date
the Exchange has shipped: 2,583 cars of oranges, 2,263 cars of grape-
fruit, 515 cars of tangerines, 778 cars of mixed, making a total of 6,139
cars. The figures on these shipments show that the Exchange to date
has only shipped 3.3.7 percent of the total state movement although the
Exchange is in control of 50 percent or more of the total volume.
Shipments from the state on oranges, grapefruit and tangerines have
been comparatively heavy since my last report of November 28th, largely
in anticipation of the Xmas holiday demand. This demand fro mall sec-
tions has been very disappointing and the volume shipped has been more
than adequate to meet the trade requirements. The general depressed
conditions throughout the country have undoubtedly had an important
bearing on the prices received.
Cheap Quotations
The tendency on the part of many operators in the state to flood all
markets with cheap quotations and a general desire to sell at any price
abtainable has completely broken down the morale of the buyers, which
has resulted in alack of confidence on the part of the trade in purchas-
ing Florida fruit and has developed a hand to mouth buying policy with
a tendency to hold back purchases, particularly for holiday require-
ments. Buyers from all sections of the country have been sparring for
price with various operators with the result that it has been very difficult
to maintain anywhere near fair values for the fruit which has been
offered. The situation from the beginning of the season up to the
present time is a clear indication of what a lack of organized effort can
do to the entire industry in the matter of prices, and a decided ad-
vantage to be gained by having control in one organization where this
ruthless price slashing could be eliminated.
The movement of bulk fruit of all varieties, particularly oranges, con-
tinues in heavy supply, both in cars as well as trucks. This' movement
continues to have a very depressing effect on the box business throughout
the country, and there is now a large number of markets where it is
practically impossible to sell box fruit. We are receiving reports from
a number of markets advising that the trade are purchasing California
oranges because bulk shipments from Florida are placing them in a
position where it is impossible for them to do business on Florida fruit
and compete with the bulk sales. California is making a strenuous effort
to hold the regular pobbing trade in line and are giving them protection
in the matter of maintaining a stable market and not uermitting the
interference of bulk shipments;


period will undoubtedly be given as
much attention as any other factor.
There is a growing belief that the
period should be extended longer.
There are two groups of opinion on
this, one believing that continue
tion through the holiday period is
enough and the other speculating
why test is not continued through
spring to catch Valencias.
The recent experience with tan-
gerines has built up support for
maturity test through the holidays.


Wirt Talks On Health
E. L. Wirt, chairman of the Board
if Directors of the Florida Citrus
Exchange was one of the principal
speakers at the "Orange Week" din-
ner of the Bradenton Kiwanis club,
December 2.
Chairman Wirt took the attitude
that Florida generally takes the
value of its citrus too lightly. He
gave a graphic picture of its value
as a food, stressing that everyone
can use citrus several times daily
to advantage. He gave convincing
statistics and data and created such
an impression that the club immed-
'ately after his talk voted unani-
mously to give its best efforts to
educating others to greater use of
citrus fruits.


World Fair May

Have Exchange

Citrus Exhibit
The Florida Citrus Exchange may
have an exhibit for the World's
Fair at Chicago in 1933. A' special
committee has been appointed to
work with Advertising Manager Mos-
crip on a plan to be submitted to
the directors.
Though not committed to an ex-
hibit, the directors expressed the
opinion it should prove a valuable
means of advertising Florida citrus
and its handling. The use of a
"pony" packing outfit, such as is
used by small packers, particularly
foreign growers, was suggested. It
also was suggested that pure juice,
frozen and fresh, be on display and
distributed.
A world's fair is a gigantic under-
taking, usually drawing many for-
eign exhibits as well as giving a
good cross section view of national
enterprises and resources. Many
millions of persons probably will at-
tend the Chicago event.
Members of the special committee
are: Homer Needles, chairman; Mar-
vin Walker of the Florida Grower
and Vet L. Brown of Bartow.


NewYorkTrade

Likes Exchange

Over All Others
The Florida Citrus Exchange
clearly outranks all competitors in
the esteem of the New York trade,
G. R. Brock, manager of Indian
River Sub-Exchange, reported to
General Manager Commander, after
a special study of the auction made
at the request of the Exchange.
"I visited jobbers in their homes
and their places of business, also
called on retail trade and hotels,
and I can say without fear of con-
tradiction that the Florida Citrus
Exchange stands higher than our
competitors in the esteem of the
New York trade," Mr. Brock said.
"I made about two hundred calls
and everyone I talked to told me-
they would rather handle Exchange
fruit than the fruit of our com-
petitors. One day, out of thirty-
two calls, twenty-eight dealers had
'Seald-Sweet' fruit in their stores.
Another day, out of forty-eight
calls, forty-two carried 'Seald-
Sweet'."
Dealer service work also received.
the attention of Mr. Brock. He re-
ported as follows:
"I was very much impressed with
the dealer service work and the ca-
pable men handling that work. I
believe dealer service the most im-
portant advertising the Exchange
is doing. The retail trade likes to
have the Exchange. dealer service
man call. I talked to jobbers and
retailers in regard to advertising,
and those that expressed an opinion
seemed to think subways and ele-
vated poster advertising very ef-
fective for New York. They also
like the newspaper and magazine
advertising the Exchange plans tO
don this season. Personally I would
like to see the Exchange use the
subway 'and elevated advertising
during December, January, Febru-
ary and March of every Florida cit-
rus season. Also like the news-
paper and magazine advertising and
believe a goodly portion of Ex-
change advertising money should be
spent in New York, the barometer
market of the country."


Fruit Consumption Grows
The average consumption of or-
anges per persori in this country is
19.49 pounds per year, according
to figures of the Department of
Commerce. This would be approxi-
mately one-fourth of a box.
Grapefruit consumption averages
5.56 pounds per person a year, or
approximately a twelfth of a box. -
Department figures show that con-
sumption of fresh fruit, dairy prod-
ucts, fats and sugars has increased
but that of cereals has decreased.


December ;15,, 1930


SE~ALDrSWEET CHRONICLE


. ^^.^.J.^.^'^ldl^m.^iJ^






SEAL-SWET CRONCLE eceber 5, 930


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 11,500

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 DEC. 15, 1930 No. 14








Rhodes
Cooperative marketing is not a
sentimental proposition but an eco-
nomic necessity, in the opinion of
L. M. Rhodes, state marketing com-
missioner. Mr. Rhodes has become
one of the foremost boosters of the
cooperative system and repeatedly
appeals to business groups to sup-
port it.
At the recent state convention
of the realtors, Mr. Rhodes urged
them to support the movement in
Florida.
"Cooperative marketing in Flor-
ida has survived all the diseases,
afflictions, dangers and obstacles in-
cident to infancy and childhood,"
Rhodes said, "and is beginning to
enjoy the strength of sturdy youth.
"We have the Florida Citrus Ex-
change, which has come up through
great tribulations, weathered the
storms of doubt, disloyalty, decep-
tion and keen competition, and is
now in possession of approximately
50 per cent of the citrus crops, anc
will handle fruit this season which
will have a gross value aggregating
$25,000,000 to $30,000,000.
"We have 52 vegetable and fruil
cooperatives, handling fruits othei
than citrus, marketing nearly 12,
000 cars of fruits and vegetables
with a value of nearly $7,000,000
Two-thirds of this tonnage will b(
sold this season through a nev
state vegetable growers cooperative
organization.
"Cooperative activities begai
when men found that two could(
roll.a larger stone, or carry a heavy
ier. load, than one. Cooperation a
present is; not sentiment; it is ai


economic necessity. And. econom-
ics is the study and application of
human relationship.
"It removes much unnecessary
waste and puts the selling end of
the farmers' activities into efficient
hands. Its intention is to set up
improved marketing machinery,
employ skilful salesmen, and open
to the farmer the chance of eco-
nomic freedom."

Permission?
How many business men when
they want.to buy or operate a farm
or grove ask permission of the farm-
ers or growers first?
Chairman Alexander Legge of the
Farm Board raised this question re-
cently at a meeting of a national
group of bankers. It was his answer
to the criticism against organizing
the farmers to market their own
product to the interference of some-
body else's business.
If a business man does not hesi-
tate to engage in farming without
first asking the farmers' consent,
how then can the business men rea-
sonably object to farmers mer-
chandising their own product?" Mr.
Legge queried.
Commenting upon the criticism
that the farmers, however, were be-
ing aided by the loaning of the tax-
payers' money, 'Mr. Legge asked
what was new about that. It was
and had been done every day in
some cases with worse results to the
taxpayers. He pointed out the case
of the taxation of railroad prop-
erty. Funds from these taxes are
used in every section of the coun-
try to build highways which im-
mediately become competitors of
the railroads for freight and pas-
sengers, he pointed out.

A vert Panic
A crash of prices in the grain
markets of the world Nov. 17 threat-
ened a panic in this country which
was averted only by the action of
the Federal Farm Board, leading
newspapers of the north, including
those favorable to the grain trade,
admit.
The Farm Board through the
grain stabilization corporation
created last summer held prices in
This country firm, through steady
Though not heavy buying. Prices in
some world markets sagged to the
t lowest in more than three decades.
SExcept for the United States, no
Country escaped from the crash in
pirces.
Prominent among those crediting
e. the Federal Farm Board with. aav-
1 ing this country in the crisis are
e many of the grain traders, recently
fighting the board with every means.
1 The Chicago Journal of Commerce
i and the Wall Street Journal, both
- very critical of the Farm Board,
t editorially gives full credit to the
i Farm Board.


Oranges Important ? Well

They May Precipitate A War
By FRED PEASLEY, in the Chicago Morning Tribune


I only know what I read on the
menus. This one read "Orange
Juice," so "Orange Juice" I wrote.
I was riding the Chief, the Santa
Fe railroad's 42-mile-an-hour hotel
between Chicago and Los Angeles.
We were somewhat on the sunset
side of Yucca, Ariz., or around
1,900 miles west by south of Polk
and Dearborn streets. The dining
car waiter scanned my breakfast
order.
"Sorry, sir, but 'we have no or-
ange juice," he said.
It was as if, say, in Wisconsin
there had been no cream for the
coffee or butter for the toast, or in
Michigan, no peaches, or in Illi-
nois, no golden bantam corn. Here
we were in sight of the promised
land of the citrus. I did not com-
prehend. I looked at -the waiter
aghast. I seldom look at a waiter
aghast, and he was impressed.
The Reason for It All
"We've been serving Florida or-
anges, sir," he explained, "but
we're not allowed to take them into
California. We dumped them off
back there, and we don't get our
California supply till we arrive in
Barstow."
"Why?" I insisted.
"It's the law," he said.
I had always entertained a bound-
less affection for the orange, but
prior to the foregoing experience it
had been of a purely alimentary
nature. Therewith it assumed its
present status, that of the dignity
and importance of an international
incident.
Certainly, it broadened my his-
torical perspective. I am now pro-
foundly aware of the patriotic sig-
nificance of the cry, "They shall not
-pass," and I think I have achieved
a real understanding of the stern
code of the great west. I can fancy
a tenderfoot tourist from these
parts in an absent-minded moment
ordering, "Florida oranges, please,"
only to be confronted by.a rough:
and ready Los Angeles cafeteria
cowgirl snarling, "Bo, when you say
that, smile."
A Cause for Hostilities
Nations have gone to war for,
trifles compared with oranges; viz.,
crowns, mandates, archdukes, etc.
These latter mean little to us com-
moners. A mandate won't patch a
leaky roof in Oak Park or Evans-
ton; what use is even a good crown
without ear muffs at this season of
the year? And archdukes have no
food page value, being generally
tough, scrawney, gristly and pretty
high.
Our hope, of course, is that Flor-
ida and California will never sever
Diplomatic relations; although if
they should the world would be


treated to .a, rare innovation in the
art of Chesterfieldian belligerency.
The exchange of amenities between
the glad-handing chief executive of
California and the tourist greeting
governor of Florida would be lim-
ited to, "No, I beg of you, this war
is on me."
And in the meantime, here in
Chicago, we would be observing
strict neutrality except that we
should be paying for the upkeep of
the war by continuing to buy the
bulk of the belligerents" orange
crops, as we now pay for the up-
keep of a pair of fine climates by
supplying the bulk of the tourist .
crops. I have often thought that
the really effective way to end the
smug villification consistently prac-
ticed by Chicago's economic depend- .
ents would be for the citizens of
our town to rise up and declare' an
embargo on their products. Pardon :'
me if my civic zeal runs away with'
my subject matter.
There's Still Freedom Here
Well, I find it another of the.
manifold advantages of living in
Chicago that I can be an eclectic
in the joys of citrus dalliance. JI
can sip the nectar of a California
sunkist, a Florida Indian river, or
their Louisiana and Arizona kin-
dred and no man can say me nay.
I am as free as a humming bird
flitting from flower to flower. The
Bishop Cannons and the Mabel
Willebrandts have not as yet got
around to reforming our taste re-'
garding oranges. Maybe they will
have congress do something about.
it at this session.
Honestly, I couldn't tell you the
difference between a California, a
Florida, a Louisiana, or an Arizona-
orange. I only.know that breakfast
without oranges would- be-a--bleak
and dismal meal. Old Mother Na-
ture seems to have done as capable
a job in one state as in another..
I am sure Min Gump never knew
the difference, although I think
Jack Dempsey did. Min was a star :
border in my establishment. She
was a canary-a Harz mountain-a \'
.shy, frail little thing, who avoided
the other members of the bird fati -
ily, although for reasons I, could
never fathom she would pester me
by perching on my shoulders or
head when I was trying to read or
shave or eat.
Jack Smitten by Jealousy
A time came when there were
four tiny eggs in a synthetic nest
in the cage shared by Min and Jack
Dempsey. .And Min sat and sat
and one day four wide-open,'hungry
I mouths popped out of the eggs. By
then the devoted Min was altogether
run. down, and this fellow Jack
:.(Continued on Page 5)


December 15, 1930',


SEALIb-SWEET, CHRONICLE






December 15, 1930 SEALD-SWEET CHRONICLE


Movement and

Production OF

World's Citrus
The United States produces more
than one-third of the citrus of the
world, outranking every other coun-
try by millions of boxes. Its lead-
ership, however, is maintained by
grapefruit, as it takes second place
in the production of both oranges
and lemons.
Total world production of citrus
is 143,455,000 boxes, of which 115,-
605,000 boxes are oranges, 18,000,-
000 are lemons and 9,850,000 are
grapefruit. The United States pro-
duces 50,000,000 boxes, of which

Oranges Important?
(Continued from Page 4)
Dempsey was picking on her con-
stantly, In fact, he was picking out
her tail feathers. He was jealous
because she had diverted her atten-
tions from him to her little brood.
We were worried about Min. We
consulted the leading canary au-
thorities. Finally one prescribed
oranges-a slice every day with the
juice partially 'extracted. Whole-
some, beneficial, and, we were in-
formed, no'other fruit could equal'
it in antiscorbutic vitamin value.
Jack Dempsey was removed to
another cage and the anguishing
Min was put upon her new diet.
Almost immediately a change for
the better was apparent. She not
only began sprouting new tail feath-
ers; her feeble, plaintive cheep
changed to a resonant chirrup and
she hopped about her motherly du-
ties with the brisk determination of
a woman of definite purpose. Oc-
casionally she eyed Jack Dempsey
in a peculiar way.
SMin. Gump Gets Revenge
In the course of. domestic events
the day rolled around when we
opened the doors of both cages to
let the birds fly about the sun room.
Then it happened. Min Gump flew
at Jack Dempsey with the fury of
a Rocky Mountain eagle; jumped on
him, bore him to the floor, pinioned
him there, and started picking out
his tail feathers. We had to pry
her loose.
She was never again the timid
feminine wallflower of yore. She
was a fighting, clawing hellion, the
most antiscorbutic canary that ever
stood on two legs, and I never saw
a more henpecked, as the saying
goes, husband than Jack Dempsey.
The climax was reached a week
or so later, when again the cage
doors were opened. Min swooped
down on Hamilcar, our big maltese
tomcat-wings outspread, tail feath-
ers up, a flying Jezebel. . Hamil-
car spent an hour licking his chops.
Min had died with her vitamins on.


35,000,000 boxes are oranges; 9,-
300,000 boxes grapefruit and 6,-
006,000 boxes lemons.
It is surprising to note the num-
ber of countries which produce cit-
rus. The Department of Commerce
lists the following:
Oranges: Spain, 37,000,000; Unit-
ed States, 35,000,000; China, 10,-
000,000; Italy, 9,500,000; Japan,
8,500,000; Australia, 3,000,000; Al-
geria, 3,000,000; Palestine, 2,500,-
000.
Brazil, 2,000,000; South Africa,
1,500,000; Paraguay, 1,000,000;
Argentina, 500,000; Uruguay, 500,-
000; Greece, 500,000; Ecuador,
300,000; Syria, 250,000; Jamaica,
200,000; Cyprus, 200,000; Turkey.
200,000.
Lemons: Italy, 10,000,000; Unit-
ed States, 6,000,000; Spain, 1,500,-
000; Australia, 5,00,000; Syria,
100,000; Turkey, 100,000.
Grapefruit: United States, 9,300,-
000; Cuba, 300,000; Jamaica, 150,-
000; South Africa, 100,000.
In exports the United States takes
third place, Spain and Italy lead-
ing. Spain leads by such a wide
margin that this. country's -rank of
third does not clearly reflect the
small volume of its exports. The
figures show that there is a wide
field of exploitation before this
country, even though the cost dif-
ferential. in favor of. Spain and
other-producing sections is a big
obstacle. The difference in fruit,
however, favors this country. Fol-
lowing are the export figures:
Citrus Exports
Oranges: Spain, 18,500,000; Italy,
3,600,000; United States, 12,200,-
000; Palestine, 1,800,000; Algeria,
640,000; Paraguay, 635,000; South
Africa, 560,000; Japan, 430,000;
China, 315,000; Brazil, 200,000;
Eiuador, 100,000; Jamaica, 100,-
000; Syria, 85,000; Australia, 70,-
000; Cyprus, 50,000; Greece, 35,-
000; Argentina, 30,000; Turkey,
.25,000; others, 50,000.
Lemons: Italy, 5,500,000; Spain,
345,000; United States, 200,000;
Syria, 55,000; Turkey, 25,000; oth.
ers, 25,000.
Grapefruit: United States, 335,-
000; Cuba, 260,000; Jamaica, 55,-
000; Sooth Africa, 20,000; others,
25,000.
The figures on exports show that
Canada is the best customer of this
country -of its oranges and that
Great Britain is the best for its
grapefruit. Canada is second in
the use of our grapefruit. The
tabulation shows that no other
countries take an appreciable vol-
ume. Exports from this country
are as follows:
Oranges: Canada, 2,300,000; Unit-
ed Kingdom, 150,000; Philippine
Islands, 41,000; New Zealand, 40,-
000; China, 35,000; Hong Kong,
14,000; British Malaya, 10,000;
Newfoundland and Labrador, 10,-
000; Germany, 9,000; Sweden, 7,-


500; Mexico, 5,400; Japan, 4,500;
Australia, 4,200; Panama, 4,000;
Bermudas, 3,200; Ceylon, 2,300;
Venezuela, 2,300; Peru, 1,000.
Grapefruit: United Kingdom,
385,000; Canada, 260,000; Ger-
many, 6,000; France, 3,400; Vene-
zuela, 2,600; New Zealand, 2,600;
Newfoundland and Labrador, 2,200;
British Malaya, 1,900; China, 1,800;
Philippine Islands, 1,600; Nether-
lands, 1,400; Panama, 1,200; Nor-
way, 1,100; Netherland West In-
dies, 1,100; Argentina, 1,100; Cey-
lon, 1,100.
In prices received for its export
fruit, the United States leads all
others by a wide margin. Average
price per bdx of oranges is $4.15,
compared with $1.25 for Spain, the
chief exporter. It is interesting to
note that the nearest to this coun-
try 'in price are Brazil, averaging
$2.75 a box, and Argentina, averag-
ing $2.65. American countries out-
rank all others, though Japan ap-
proaches closer than the rest, with
$2.55 a box average.


BROGDEX
Equipped
Association Houses
Avon Park..Citrus Growers Assn.
Clearwater Growers' Assn.
DeLand Packing Assn.
Eagle Lake Fruit Growers Assn.
Elfers Citrus Growers Assn.
Ft. Pierce Growers Assn.
Highland Park Packing House, Inc.
International Fruit Corp.
Lynchburg
Fullers Crossing
Fort Pierce
Lucerne Park
Arcadia
Lake Alfred Citrus Growers Assn
Lake Garfield Citrus Growers Assn.
Lakeland 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
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


Why Brogdex-

Controls Decay
Retards Shrinkage
Cuts Refrigeration Costs
In Consumer Demand

Brogdex houses report very satisfactory results from
Brogdex. Most houses have had no decay at all. A fewr
cases of decay have been reported the reason for which
was generally found in the coloring room. This has been
corrected since when control has been almost 100%.
Despite heavier shipments less Brogdexed fruit is going
into the auctions than last year. The big bulk is being
sold F.O.B. .That is a very desirable situation and indi-
cates a decided market preference as well as a pretty
thorough knowledge of the way the buyer expects
Brogdexed fruit to open up upon arrival.
More Brogdexed fruit than ever before is being shipped
without ice both by rail and by boat. With low mar-
ket levels this saving means a lot to the grower.
The value of citrus fruit in the well balanced family
diet is now being broadcast over the radio every week
to the northern buyer and consumer. We are urging
the purchase of Brogdexed fruit because of its keeping
qualities. This information we hope will increase the
per capital consumption as well as to stimulate the sale
of Brogdexed fruit.
Brogdex can be installed in your plant with little if any
interruption to normal packing operations. Already 26
Exchange houses are using it it their complete satisfac-
tion.
.Tune in Monday nights at 10:30 Station WFLA

FLORIDA BROGDEX DISTRIBUTORS, Inc.
B. C. SKINNER, Pres. DUNEDIN, FLORIDA


December 1.5, 1930





SEALD-SWEET CHRONICLED











GROVE, CROP AND PACKING-HOUSE NOTES


More than 200 Pennsylvania
farmers. will be brought to the
South Florida Fa'r at Tampa, on a
special train over the Seaboard
line on February 7 to inspect citrus
and agricultural displays from the
various districts of' Florida.
The Pennsylvania ruralists will be
one of several groups that will make
the annual exposition in Tampa
their Mecca this winter as similar
excursions are being promoted from
other states and indications are that
the fair association will be host to
northern agriculturalists almost
daily.
Following the inspection tour of
the exhibit halls at the fair, the
visitors will journey to various sec-
tions of the state to call upon lead-
ing grove owners and agricultural-
ists in their study of the productive
qualities of Florida soil. Rail
officials will accompany the group
and while at the fair the visiting
county agents will be the guides and
escorts during the tour of the ex-
hibition.


Four new canning plants which
will receive fruit from Exchange
associations have been completed
and opened for business in the past
few weeks. With these the Ex-
change now has 13 outlets for its
canning grade grapefruit.
Rice Brothers have their plant at
Eustis in full operation, employing
more than 300 persons. Rice
Brothers have had long experience
in the canning business though this
is their first venture in the grape-
fruit deal.
Brooksville association now has a
home outlet for its cannery grade
grapefruit. A new canning plant
recently opened at Brooksville.
Floridagold Citrus corporation
has its Dundee plant in operation
which will give several of the ridge
cities an outlet close at hand.
The plant on the Ridge promoted
by Waverly and Lake Wales asso.
citations, Mt. Lake corporation and
others has been completed.



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


DECEMBER SUGGESTIONS FOR GROVE CARE
Prepared for the Seald-S*eet Chronicle by
Horticultural Department, Lyons Fertilizer Company
CULTIVATION
After fertilizer has been worked in, discontinue cultivation
allowing trees to remain dormant.
PEST CONTROL
Watch out for rust mites. If weather continues dry they
are very likely to injure the fruit that has been kept bright
up to this time.
FERTILIZER
Groves that have not had Fall application of fertilizer,
should be fertilized this month.
PLANTING
Trees may be transplanted from nursery to grove during
this month. Do not set with crown roots lower than the
surface of the ground. Head back to twelve or fourteen
inches. Water thoroughly and bank.
BANKING
Non-bearing trees likely to be exposed to severe cold should
be banked with soil from which all sticks, grass and other
trash have been removed. This will prevent damage from
wood lice.
PRUNING
Prune dead wood and water sprouts from all trees not car-
rying fruit.
GENERAL
If it has not already been done, plow or disc a strip around
grove where adjacent to cultivated land to reduce fire
hazard. Remove all dead wood, clean up fence rows, and
dtches, and clean all rubbish and grass from around the
trunks of trees to eliminate danger from wood lice and
ants during winter.


Fertilizer made from citrus
refuse from canning plants mixed
with cyanamid is being turned out
by the Cytro Products Company of
Bradenton in a new plant built ad-
joining the Florida Grapefruit Can-
ning Company.
The process is that developed by
the American Cyanamid company
in which cyanamid is mixed with the
citrus refuse and the compound
allowed to stand two weeks. A
chemical reaction takes place chang-
ing the cyanamid to urea.
The process was explained by
the company chemist to the Ex-
change a year ago and received
much commendation though experi-
mentation was necessary to definite-
ly show its value. Field tests have
since been conducted with the prod-
uct, called cytrohumus with very
satisfactory results, according to re-
ports. A number of canning plants
are interested in the process and a
material amount of the new ferti-
lizer may be manufactured this sea-
son.

Dr. L. D. Batchelor, director, and
Dr. W. P. Kelley, agricultural chem-
ist, of the Citrus Experiment Sta-
tion, Riverside, California, have
been visiting the Florida citrus belt,
studying the state industry. They
visited the College of Agriculture
at Gainesville and made short talks
on some of the research problems
in California. They plan to travel
through the citrus belt and to visit
the experiment stations at Belle
Glade and Homestead.


The International Fruit Corpora-
tion, affiliated with the Exchange,
expects to ship 600,000 boxes of
citrus through its six packing houses
this season, according to estimates
of L. L. Lowry, general manager.
The company owns about 4,000
acres of groves in Florida of which
some is not in bearing.
Packing houses are located at
Fullers Crossing near Ocoee, Lu-
cerne Park, Lynchburg, Arcadia.
Avon Park, and Ft. Pierce. The
main office is in Orlando with a
branch office in Tampa.

Making his annual report to the
Highlands county commission, Louis
Alsmeyer, county agent, reported
Highlands citrus growers had used
25,050 pounds of crotalaria the
past season. Highlands growers
have taken the lead in the use of
crotalaria to provide organic and
reduce both cultivation and ferti-
lizer expense as result of campaigns
directed by Mr. Alsmeyer.
Mr. Alsmeyer also reported a new
rolling cutter, designed by the Avon
Florida Fruit Corporation. It is
used to cut crotalaria and is said
to work very satisfactorily.

Manager Bailey of Haines City
reports very fair prices for the first
pools on oranges and grapefruit.
The association has moved about
300 cars on half of which the re-
mittances have been received.
The association is packing or-
anges 216s and.larger only, selling
the rest in bulk.


There will be keen competition
for the honor of being the leading
assoication in volume this season.
It appears as a five cornered race
with the added attraction that Polk
and Orange Sub-Exchanges, first
and second in volume in the Ex-
change are pitted against each
other.
Polk county probably has three
associations with possibilities of
winning. Florence and Winter
Haven are running neck and neck
with Lakeland-Highlands close at
their heels. The first -two have
sign-ups of more than 500,000
boxes, while Lakeland-Highlands is
around that figure.
Orange is represented by Winter
Garden and South Lake Apopka
associations. Both have passed the
500,000 box mark.
Florence association has been the
leader every season but one in past
years. South Lake Apopka took the
honor two seasons ago.

Avalon Groves development in
Orange county comprising 3,500
acres of groves and undeveloped cit-
rus land has been purchased from
the Orlando Orange Groves com-
pany by A. E .Davenport, capitalist
of Illinois. Continuation of the de-
velopment is planned by the pur-
chaser, who, it is said, expects to
invest around $2,000,000 in the
property, including the initial out-
lay.
H. A. Coggin, Inc., realty firm
of Orlando, which handled the sale,
will .manage the property. It is
understood that besides develop-
ment of groves for sale, the plans
include the planting of 100 to 200
acres a year in groves to be retained
for production.
The Orlando- Orange Grove c.om-
pany began the development more
than nine years ago. Between 1,000
and 1,500 acres of groves have been
sold to individual investors.


BEHIND *

THIS LABEL
is the'accumulated exper-
ience of a quarterof a cent-
ury in the production of
dependable insecticides
...and experience counts!
CALIFORNIA SPRAY-CHEMICAL CO.
61 West Jefferson Street Orlando, Florida


SEALD-SWEET CHRONICLE


Decemblejr 15i 193 0






December 15, 1930


SEALD-SWEET CHRONICLE


Many Markets

SSubmerged By

SBulk Shipments
STruck shipments to the South
threaten the carlot bulk movement
of oranges adopted under pressure
of the private operators who said
they were unable to sell their South-
erns customers on packed fruit. The
:arlot bulk plan was opposed by the
Florida Citrus- Exchange on the
.grounds it ruined the packed fruit
business and would ultimately mean
j big loss to growers each season.
SJ. K. Wynn, manager of the
Southern division of the Exchange.
reports that already the truck ship-
ments have forced out the carlot
hulk sales in, the southern sections
of Georgia and Alabama and are
steadily forging northward in these
states. He is of the opinion this
truck competition will eventually
take practically all of the markets
bf the South and doom the growers
jo taking the lowest prices for all
the fruit sent into one of Florida's
biggestt orange markets.
Carlot bulk shipments carry much
lower costs of handling than packed
-fruit, but truck shipments are
.heaper still than the carlot bulk.
:Growers, however, do not get the
advantagee in either. While they
get some saving in the expense of


preparing from the carlot bulk, this
fruit sells so much cheaper than
packed fruit that the growers net
much less. On.the truck shipments,
they get still less for truckers buy
in Florida at the lowest prices which
allow the growers very little reutrn.
The most devastating influence is
the low level of price which the
truckers establish in the retail mar-
kets. They deliver direct to stores.
Many truckers are operating, all in
competition with each other, and
rely upon low price to sell to the
stores over.the competition of other
truckers. Usually the lowest class
of handlers engage in trucking.
Few, if any, have the slightest in-
terest in the growers or the citrus
industry, other than to get the fruit
as cheap as possible.
The future disturbing factor is
the establishment of cheap prices
for Florida ornages in the minds of
the Southern consumers. The South
is already a low price market and
with the Southern consumers edu-
cated to the lowest price level, it
will be difficult in the future to sell
Florida oranges except at the lowest
price range. This range does not
allow the grower a return sufficient
to pay the production cost.
More persons interested in the
citrus industry now are seeing the
mistake in allowing bulk movement
of citrus either by rail or truck.
It is affecting now about 10 per
cent of several million boxes of the


All Citrus Menu

Feature Orange

Week Program
An unusual dinner, featured by
the practical exclusion of everything
not citrus, was the contribution of
Winter Haven Chamber of Com-
merce and service clubs of the city
to "Know Florida Oranges" week.
Candied yams and roast young
turkey were the only non-citrus
items of the menu. Besides these
the dinner consisted of orange and
grapefruit salad in grapefruit bas-
kets, cunningly and skillfully made;

high grade fruit, forcing this into a
low price class. A certain percent-
age, between five and ten per cent,
of the high grade fruit must be sold
in the South in order that the other
sections of the country will not be
over-supplied. Bulk shipments force
the sale of. the/.high grade fruit in
the South at a loss to the growers.


orange marmaade, orange juice, or,
ange fritters ,grapefruit tea biscuit
and orange sherbert and dng6
cake. .
Dr. Herman Watson of Lakeland
and J. Reed Curry of the Florida
Citrus Exchange were the speakers.
Dr. Watson gave a. talk on health
values of citrus. Mr. Curry spoke
on the problems of the industry
and their solution through coopera-
tive organization.


Redeems Certificates
Winter Haven'association has prem
sented its 200 members with a prel
Christmas gift of $18,550, the pay-
ment of a series of retain certi-
ficates. The payment will average
almost $100 per member.
Manager Williams estimates the
association will handle 1.550,000
boxes, which he believes will be
the largest handled by any packing
house in Florida. Though the out-
look has been uncertain, very good
returns were obtained on the early
pools.


Commander Meeting
Association managers now have
the opportunity to take up period-
:cally their special problems and
ideas personally with General Man-
:ager Commander and members of
!his staff under a new plan put into
effect recently.: Mr. Commander is
visiting each Sub-Exchange to meet
.vith the managers and discuss both.
t heir problems and', general opera-
tions.
This plan was started late last
month and four meetings have oc-
curred since.. Mr. Commander
usually is accompanied by General


Curry At Civic Clubs
Tavares Kiwanis club had a grow-
ers meeting Nov. 28, to which it in-
vited J. Reed Curry as the guest of
honor and principal speaker. Each
member of the club brought as his
personal guest a citrus grower.
Mr. Curry delivered to the club
.and the guests a personal message
left by C. C. Teague of the Federal
Farm Board. "Tell them," said Mr.
Teague, "that proper method of
Marketing is the most important
problem confronting the business
men of Florida."
Mr. Curry explained how the cit-
tus industry was affected each sea-
son by problems of distribution


With Sub-Exchanges
Sales Manager Fred Davis ann J.
Reed Curry manager of the organ-
ization department. Meetings have
been held fof Polk, Lake, Orange
and St. Johns Sub-Exchanges, and
a composite meeting for Pinellas,
Pasco, Hillsborough, DeSoto, Char-
lotte and Lee Sub-Exchanges is
scheduled for, Thursday, Dec. 18.
Another is planned for Indian River.
Because of the great interest and
mutual benefit which has ensued,
Mr. Commander has decided upon
monthly meetings in each Sub-Ex-
change.
which rightfully should not exist at
all. The resultant confusion cost
the growers millions of dollars every
year, he said.
Mr: Curry also was the guest of
the Rotary club of Winter Garden,
Dec. 2. He told of the plan to de-
velop by-products outlets in which
the club members showed deep in-
terest. Mr. Curry said that the
progress which the Exchange had
made in special contracts with the
grapefruit canners had been of
great benefit to the growers, estab-
lishing a price and relieving the
market of the lower grade. Pros-
pects for the rapid development of
frozen orange juice distribution
offered hapeful means of more prof-
its for the growers, he said.


BETTER PRICES

For VEGETABLES
BECAUSE frequent applications of small
quantities of NitraPo not. only increase.
yield and improve the quality of early
vegetables, but impart unexcelled carry-
ing qualities .. your shipments arrive;
on the market in the best of. condition
to find ready sale at the better prices
paid for higher quality in vegetables.


LTE


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SEALD-SWEET CHRONICLE eeme 5,13


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Nitrogen, Phosphoric Acid and Potash

S T HROUGHOUT Florida, growers
L 1 -1 are talking about the big-yields and high
S quality of the fruits and vegetables which
they are growing with Nitrophoska, with
S Calcium Nitrate, and with Calurea. These
growers are among the first to ship their pro-
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No wonder that the demand for these fertil-
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year before, and continues this year to in-
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SYNTHETIC NITROGEN PRODUCTS CORP., NEWYORK
Atlanta, Georgia Plant City, Florida
Distributors: JACKSON GRAIN CO., Tampa, Fla.

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It is free-just use the coupon below.


Developing "Back Country" of Lower East Coast
Seen at Flamingo Groves annual barbeqne


How the "back country" of the
lower East Coast is being developed
to supplement the tourist trade and
insure continued prosperity was
pleasingly shown at the fourth an-
nual barbeque of Flamingo- Groves,
near Davie, in the east edge of the
Everglades, Dee, 4.
More than 350 persons attended.
Every community along the Coast
from Miami to north of Ft. Lauder-
dale was represented. In the crowd
were many of the leading business
men of the Coast cities and a con-
siderable number of prominent
business men of the north who have
made Florida their permanent win-
ter home.
Official greeters and guides were
Floyd L. Wray, youthful president
of Flamingo; C. P. Hammerstein,.
vice-president and encyclopaedia of
muck possibilities, and Frank Ster-
ling, vice-president and citrus spe-
cialist, whose persistent boosting of
the muck soils for citrus has been
largely responsible for the coming
developments.
Mr. Hammerstein was master of
ceremonies. Many of the visitors
were introduced and brief talks of
welcome were made by Mr. Wray
and Mr. Sterling. J. Reed Curry
of the Exchange and Ralph I. Ver-
wort, representative of the Clyde-
Mallory lines, were the main speak-
ers.
Over rock roads, standing high
above the surrounding muck lands
and paralleling deep and wide
ditches or canals, the visitors saw
on every hand the many evidences
of the richness 'of the muck lands
and the variety of its production.


Truck, berries, roses in all stages
from buds to full blooms and other
flowers vied with .citrus for atten-
tion.
In the midst of the extensive
truck development there are rising
hundreds of newly planted acres of
citrus. It is clear to the most un-
initiated that citrus is rapidly ris-
ing to equal truck as the principal
income producer.
One of the finest of these citrus
developments is Flamingo Groves,
which despite its three years shows '
the excellent possibilities of sum-
mer citrus as a main crop in Flor-
ida. The trees, standing taller than
a tall man, give promise of produc-
tion next season while the acres
of the pioneer groves carry heavy
loads.
At Flamingo the visitors were af-
forded one of the most extensive
views of the horticultural possibili-
ties of this "bask country."* On a
20 acre plot, the "citrus labora--
tory," are 53 varieties of citrus
from the original parent of grape-
fruit, the shaddock, to the most
unique citrus varieties. Others are
being added. It is not the inten-
tion of Flaming6 Groves to seek
variety of citrus production in the
3,200-acre development. Summer
citrus alone is desired, but the "lab-
oratory" shows what each variety
known will do on the hitherto "im-
possible" muck.
Adjoining the "citrus laboratory"
is another horticultural paradise.
On a few acres are grouped more
than 500 kinds of trees and shrubs,
sent from all over the world. Many,:
(Continued on Page 9)


JACKSON GRAIN COMPANY (Distributors)
Tampa, Florida,D Dept. A.
Please send me a Copy of your free booklet "Better Crops
at Lower Cost." This does not obligate me in any way.
I grow......-....acres of citrus..........acres of truck crops
Name
P.O County....----State---.
P.O


A section of the crowd of 350 awaiting their turn at the "ribs."
Above, a race to see who could do the "cleanest" job. Standing: George A. Carter, of
Ft. Lauderdale; J. Reed Curry of the Exchange; Dr. H. A. Walker, surgeon of Holly-
wood; Peyton C. Crenshaw, former Standard Oil executive, Hollywood; J. C. Lange,
pioneer grower of Davie; J. S. Matson, owner Flora hotel, Hollywood; Wa. S. Kimball,
tnanager, Hollywood Beach hotel; Phil Adler, Adlers, Inc., Hollywood. In center, C. P.
Hammerstein, vice-president, Flamingo Groves, Inc., and "Sonny" PelL


NITROp

Calcium]


QALUREA


SEALD-SWEET CHRONICLE


December 15, 1930


~






December 15, 1930 SEALD-SWEET CHRONICLE


CITRUS IMPORTANT IN HEALTH


Developing "Back Country" of Lower East Coast


Citrus has many parts in the
world's play for health, Dr. Her-
man Watson of Lakeland disclosed
in an interesting talk on the health
properties and uses of citrus at the
Winter Haven "Orange Week" din-
ner.
Many ancients used citrus, recog-
nizing the effects of its use though
unknowing of why or how it pro-
duced them, said Dr. Watson. Mod-
ern practice has earned many of
the causes and is depending upon
the aid of citrus as a supplement or
alone.
Citrus fruits are utilized to main-
tain the acid-alkaline balance in the
system, Dr. Watson said. He listed
it as an aid in reducing high blood
pressure and to build up greater re-
sistance and more reserve power.
Surgeons see an important pre-
operative value in citrus, Dr. Wat-
son informed. Anesthetics, ether
in particular, have a pronounced
effect in decreasing the alkaline
salts of the body, he said, and post-
operative cases in which the pa-
tient's system has been alkalanized
before the operation are consider-
ably less troublesome to care for.
Many surgeons specify the use of
orange juice prior'to the operation,
he said. Fresh orange juice also


is of value in the healing of stom-
ach ulcers and their prevention.
In persistent malnutrition, cases
often are characterized by the in-
ability of the digestive organs to
utilize the necessary foods. Evi-
dence has recently pointed to or-
ange juice as a valuable accessory
food influencing digestion, Dr. Wat-
son said.
The striking importance of cit-
rus as a factor in child growth was
shown in tests conducted among
under-nourished children described
by Dr. Watson. The children were
divided into two groups. The group
which had orange juice in its diet
showed noticeable improvement
from teh start, with a steady and
uniform gain above those in the
other group. At the end of the
test, Dr. Watson said, the total gain
of the group given orange juice was
20 per cent more than the gain in
those who did not have it in the
diet.
"We believe truly that if the pub-
lic generally knew the distinct ad-
vantages of orange juice daily and
that this information had been
gained through scientific research,
the consumption of citrus would in-
crease and be limited only by the
amount produced," Dr. Watson said
in conclusion.


(Continued from Page 8)
are rare to this country and all are
unique. It is a veritable growing,
living museum of horticulture.
The barbeque afforded a distinc-
tive means to display the fruitful-
ness of the muck lands. What re-
serve and dignity- was brought by
visitors was quickly routed. The
most deep-seated dignity cannot


long withstand golden brown pork
ribs, eaten natural without fork or
knife. At first amusing to see staid
men and women peel the richness
from the juicy ribs, later it ap-
peared a contest to see who could
dispose of the most. Supporting
the ribs were kraut, pickles, onions,
bread of various kinds and coffee
with rich red tangerines direct from
one of the older groves as desert.


A scene from Flamingo Groves looking over the "citrus laboratory" in the foreground
down the long rows of trees, two to three years old, a section of 470 acres of groves.





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.Dcember 15, 1930


SEALD-SWEET CHRONICLE,


208 St. James Bldg.'


P.' 0. Box 306






SEAL-SWET HRONCLEDecmber15,193


All growers are hoping for a rea-
aoinable profit ;on their fruit but
many have lost hope even this early
in the season, because of certain
pre-season developments which the
Clearing House Association seemed
powerless to govern, or, in fact,
even attempted to avoid to any great
extent. No strenuous objections
were ,voiced. in the Clearing House
News against early shipments of
grapefruit that technically passed
the State green fruit laws. No, the
News was extremely quiet about
;his. In fact the manager seemed
in favor of shipping such fruit that
would legally pass, which, it was
believed, would lighten the burden
Tater on during the season, in view
of our large crop. It seemed, after
a, disastrous reaction of the trade.
aid violent'criticism from all quar-
ters, that he had better declare him-
self, and admit the error of not
6fotesting against the folly of ever
permitting such fruit to leave the
State. Yes, he made these candid
'assertions after it is too late; lock-
ing the door after the horse has
.escaped.
It had not been over three weeks
before that he defended the ship-
ping of this fruit on the grounds
that it was not as bad as general
reports tried to prove. Evidently
he had changed his mind about this
when he admitted that "serious com-
plaints have come from the trade
and consumers" in his article under
the heading of "Whose Fault Is It?'"
in the October 25th issue of the
Florida Clearing House News. In
this editorial he roundly denounced
.the practice of shipping prematurely
even though it does get by the test.
S"Whose Fault Is It" can be an-
swered by placing the blame in three
separate directions: the growers
themselves, the packers who cer-
tainly knew better, and last but not
least the officials of our Clearing
House, who certainly could have
put up a better fight than they did.
The excuse 'of a big crop is cer-
tainly a poor one. Shipping fruit
of poor eating quality is short-
sighted in any case. This leaves
only one thing and that was that
mighty poor judgment wes exercised
at a most critical time.
Now since our only hope has
failed us, it seems that we must
gather our scattered wits as grow-
ers and do the job ourselves, just
as we should have been doing ever
since the industry began. We as
growers should be ashamed to admit
that 'we haven't business acumen
'enough to conduct our affairs in an
'intelligent manner, and that we have
not shown ourselves competent in
the matter of handling our crops.
We have to be made to keep our
green fruit off the market by laws;
we have'to be coaxed and driven to
keep from flooding the markets
through the influence of a few hard-


ProFits Or No Profits

A Letter from Grower Donald J. Nicholson, Orlando,
Shippin g Through Chase Sub-Exchange


thinking, intelligent citrus growers,
that re striving to put the citrus
industry where it belongs. These
men are those that formed our fa-
mous FloridaClearing House Asso-
ciation, the Committee of Fifty.
Too bad we haven't hundreds more
like them.
We have to be plead with to pro-
duce better quality fruit, again ad-
mitting our lack of ability, when it
should be as plaii, as .the 'nose on
our face"that. bright, quality fruit
would bring more money at a very
little additional cos" It w9uld
seem that, just a few, poor years
would give us an idea that .some-
thing was wrong, and change our
ways, but We still go on in the same
old obsolete fashion. '
Now coming back to the subject
of the growers doing the job.them-
selves. Our Clearing House is go-
ing to do everything in its power to
control the distribution of our crop
which is the principal factor in gov-
erning prices and protecting the
ultimate merchant, storekeeper, etc.,
that dispose of our citrus products.
He is no different from your own
storekeeper at home. He is not go-
ing to buy oranges or grapefruit at
a good price or reasonable figure if
he feels that you, are not going to
protect him, but glut the market
and leave him holding the bag of
high-priced fruit while his com-
petitor. several doors below him buys
up a lot of the "glutted market"
.fruit at low prices. We have simply
got to .see beyond just disposing of
our fruit, and protect our.friend the
merchant that sells our fruit and is
our friend if we treat hin right. He
has a very bad opinion of us right
now, and I don't blame him. We
didn't play fair with him and should
have a guilty 'conscience.
The shippers, Florida Citrus Ex-
change, or the Clearing House can-
not work miracles with our fruit un-
less we help and do our part. The
shippers are not greatly concerned
with how little we get, if we haven't
sense enough to run our own busi-
ness. That is our hard luck, they
say.
Gentlemen, there is only ONE
way in the wide world to keep from
glutting the market this year or
any other year since we haven't but
75 to 80 per cent membership in
the Clearing House Association.
The way is as easy as falling off a
log if we only had the nerve and
ability to see it.
The sensible and wise solution is
to let your fruit hang on the trees
until the market demands fruit and
the buyers will offer a fair price for
it. These expensive packing houses


cannot afford to remain idle nor will
the consumer do without good fruit
at reasonable prices. This, to my
mind, is the logical way to wise dis-
tribution. If we are fair and ask a
reasonable return on ourinvestment,
all our .fruit.would be bought at
good prices. No grower should have
to sell his fruit at a loss, but he need
not expect fancy prices during a
year like this. To come out with
a whole skin and take all the ob-
stacles and hazards of the citrus
raising into consideration we should
get no less than $1.25 per box for
first grade fruit, or even more con-
sidering varieties, sizes, quality, etc.
Fruit will bring this and more this
season if we were to follow such a
policy. At $1.25 net-to the grower,
this means that oranges (200 :per
box) can be sold at a good profit
by the merchant at 35 cents per
dozen.
My honest advice to you is to hold
your fruit on the trees if you want
to create a market. The packers do
not usually buy ignore fruit than will
last them through the holidays, and
if we all hold off until this supply
is exhausted your buyers will show
up and if you don't lose your herve
and swallow all their hard luck
stories you will likely get a reason-
ably fair price. We should be just
as good business man as Mr. Packer
--he will respect you for your busi-
ness ability, provided you are not a
price hog.
There are only three things in the
:wide world that will put us growers
on a profitable basis: First, the
growing of bright, good-flavored
fruit; second, cooperative market-
ing, and, third but nearly as impor-
tant as the first two, ADVERTIS-
ING and plenty of it.
We have not wanted to put le-
gitimate, honest packers out of busi-
ness, but it seems that they cannot
master the situation and overcome
certain price cutting tactics of un-
worthy, spineless competitors. For
these reasons it appears that we
must not linger any longer, but take
the wisest course and join a strong
organization that has the power to
DO things.
I see but one way for the Inde-
pendents to save themselves if they
will but do it. If .the majority of the
finest concerns would hang together
and work hand in' hand with the
Exchange and keep their prices at
the same levels, there might be some
hope. But one thing they must do
in any event. That is to sign iron-
clad contracts with one another to
forbid picking anybody's fruit UN-
TIL SUCH FRUIT IS FIT FOR
CONSUMPTION, delicious and


ready for a white man to eat, and
quit swindling the jobbers with
green, sour fruit.
The cry of many packers is today,
"If I don't ship it somebody els6
will." Well, what have they done
about it? Nothing. Let them do
something if they want our respect
and confidence. What grower is go-
ing to place his trust in packers
when they flagrantly disregard the
rules of common sense, and ruin a
grower's- chances? He does this tQ
the men he is making his money out
of. If they intend to stay in busti
ness it is time they are waking ui
and doing something constructive
which can be done if they really
wanted to.
A packer that cheats the jobbe.
the merchant and the consumers by
sending fruit that we won't eat or
can't relish ourselves is not worthy
of any grower's patronage even if
he should get you a high price. You
are just as much of a swindler as
such packers and let that sink in.
You would sacrifice your brother
for a pot of gold. Let us hope that
there will be a law that reaches yot
some day.
The Exchange-which means youi
and me-has brought about wonder-
ful changes within the past severe,.
years. Something that the individr
ual packer has not had time to doc
or even thought of. The Exchange
has brought you Government monef:
to tide you over during the hard
years, it has brought about the heavy
sales of good grapefruit of third
class grade for canning, it haS
brought about the frozen juice bust-
ness in a huge way, it has given yoi
a fair average on your fruit for ,
years and reduced your packing
costs, it has fought for adequate ad&
vertising to advance the sales of ou*
fruit, and numerous other things-,
all for us. And still we hang out.
and wonder why we can't get a fail;
return on our investment. They
have almost begged you to join s6
that we might help ourselves. Ain'.
human nature queer t
In conclusion, fellow growers,'
let me make one final suggestion:
Why not all-everyman-jack of ui
-ship through the Florida Citrus'
Exchange during the season of 1931;
and give it a trial and really see
what it can do? If it doesn't satisfy
you, I'll eat a sack of Lyons fer-
tilizer, bones and all. You have
gambled in every other way imagin-,
able with your fruit, and why not
take one more crack at a real gami
ble and make 'em put up or shut
up? The Exchange has repeatedly
stated that they could get us good
prices if they had more volume.
Now let's make 'em prove it. 1
kinda believe they would fool yoi
and exceed your expectations. Some
of us would be disappointed then,
because- we secretly hoped the#
would fail-as we predicted


SEALD-SWEET CHRONICLEE


December 15, 1939)






t^-^,r r^W lcWWWrm MMN'- SX- -W r .- I- - *W- y -W -s


Florida Citrus Growers


Form Backbone of Florida's


Commercial and Industrial Life


Gifted journalists have dwelt at length on the marvels of Flor-
ida's unmatchable climate, her glorious sunsets, herisuperb quali-
fications as a place to fish and hunt and golf and play, but few
writers whose works have national circulation have dwelt upon
Sheer most important asset-the'Florida citrus grower.,

..The citrus industry in Florida represents an industry which
cultivates approximately 400,000 acres of Florida land and the
gross income from the crops raised on this land will-run in the
neighborhood of $60,000,000 annually.

Ten thousand or more Florida citrus growers devote their entire
energies and time to the job of raising citrus fruit in commercial.
quantities. Their expenditures support the communities in which
they live-the stores, the banks, the schools, the churches-every
commercial enterprise in the state is in a greater or less degree
directly dependent upon the success of the Florida citrus growers
for their own success.

The aggregate value of the holdings of Florida citrus growers
represents a total mighty close to HALF A BILLION DOLLARS
-and that's a lot of mnriey. And that figure is based upon an aver-
age appraisal far below the real value of Florida groves.
Nearly every grove in the state could be made even more valu-
able than it is at present, when distribution reaches its highest
S efficiency, but even as they stand today we can repeat without
.qualification that the business of Citrus Growing is the First In-
..dustry in Florida.


Lyons Fertilizer Company


SOFFICES:i
807 Citrus Exc. Bldg.
TAMPA, FLA.


QUALITY FERTILIZER
FOR
QUALITY FRUIT


SOfANG_
BELT
N $


PLANT:
4th Ave. & 35th St.
TAMPA, FLA.
TUNE IN ON WFLA 9:30 P.M.
EVERY WEDNESDAY FOR
ORANGE BELT : PROGRAM


Thisis one of a series of articles on the Citrus Industry in Florida.


-.. .- ~uwM*.- .U H,. *%.Y~ Y~Z *S W~ mrv r~~s~HY


SEALD-SWEET CHRONICLE


December 15, 1930


i
i. :
"
,i
C


'





SEALD-SWEET CHRONICLE


CROSS OUTSHADOWS OF DOUBT


.
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Itet authority,


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