Title: Seald-sweet chronicle
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00075292/00015
 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: February 1, 1931
Frequency: semimonthly
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 )
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: VID00015
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


1924 .,: JACKSON ST.,-




Juice Company

Begins Test Of

Terminal Plant

Production And Research
Heads Arrive And Make
Manufacturing Tests

Production of frozen orange
juice was begun last week at the
Tampa plant of the National Juice
Corporation for manufacturing tests
preliminary to commercial output.
Dr. J. H. Shrader, head of the
research laboratories of the Na-
tional Dariy Products Corporation,
parent company, anti his assistant,
E. G. Stimson, are at the plant
supervising laboratory work. Prof.
M. A. Joslyn, drafted from the Uni-
versity of California, is in charge of
After the preliminary tests, pro-
duction is expected to speed up to
support the $145,000 advertising
campaign which will start the mer-
chandising program in eight key
cities. The company expects to
maintain -a rate of production of
10,000 gallons a day for 100 days
to provide- the 1,000,000 gallons
scheduled for the program.
SSamples of the containers it is
proposed to use were on display
at the Exchange recently. They
.range in size from four ounces to
five gallons. .The smaller are of
parafined. paper and the larger of
metal. The color scheme is very at-
tractive and is drawn entirely from
citrus. The background color is
the deep green of the citrus leaves
with the wording in white,. Whole
and half oranges, dripping with
juice, show up in alluring manner.

Proposing that grower
members of the Florida Cit-
rus Exchange contribute cit-
rus for the relief of drought
sufferers, Jake Myers of Frost-
pnoof association starts the'
movement with the -offer of
fruit from his grove which he
will. pick and haul to the asso-
citation at his own expense.
SIt 'is understood that such
contributions if consigned to
-.the Red Cross will be trans-
ported by the railroads with-
,out charge.

The champion citrus eating fam-
ily is hereby offered by the 'Chron-
icle-Mr. and Mrs. D. E.' Freeman
of Tampa.
If every family in the United
States ate as much of citrus in a
year as Mr. and Mrs. Freeman have
averaged for over 20 years, there
would not be enough citrus land in
the United States to produce the
amount which would be required.
Mr. and Mrs. Freeman use on the
average 50 boxes a season and some
seasons have consumed as much as
75 boxes.
Figure this out "relatively" for
the whole country and it would
mean no less than 1,200,000,000
boxes to carry the 24,000,000 fam-
ilies nine months. The Florida sea-
son is only that long and neces-.
sarily Mr. and Mrs. Freeman are
restricted to the use of citrus for
this period. If such a citrus habit
were supplied the nation's families
the year around, the grand total,

would be one-third more or 1,600,-
000,000 boxe. .
If these figures do ntot ifnpress
enough, look at it in terms of acres.;
Authorities allow California about
300,000 acres of citrus land; Texas,
about 500,000; Arizona, 100,000;
and Florida, from 4,000,000 to 6,-
00b,000 or a total of 6,900,000
acres. At average production of
200 boxes per acre, the total citrus
production could only be 1,380,-
000,000 boxes or 220,000,000 boxes-
According to the Freeman ex-
perience, doctors and dentists would
have to rely upon accidents or
starve to death. Neither Mr. nor
Mrs. Freeman has needed medical
attention for a score of years and
Mr. Freeman has his original teeth
practically untouched by decay. Mr.
Freeman, general agent in Tampa
for the Atlantic Coast Line, still
puts in a full day without a miss,
despite his 70 years of age.


finr.d aa S~cond Cias- Mfall Mattwr *
rk ,',11. F-,;- OfiSee a Tampa,a Florida Ic t
U. dnr Lhe acl oi Marcb 3. 1879.

c or C Leader

Sees Contrij'4

As Neces:;

Endorses Cooperative -i
Exchange As Agency
To Control Crop

Future progress in the citrus inh.
dustry of the state depends upon
the control of 75 percent 'f the
crop by one agency and the Florida
Citrus Exchange is best qualified to
have that control, the industrial
committee of the State Chamber of
Commerce has concluded after thor-
ough study of conditions in the in-
dustry and its future. Announce-
ment of the committee's conclusion
was given by William -L. Wilson, ..
chairman, at the Haines City meet- :-
ing of the Associated Boards of
Trade of the Florida Scenic High-
The policy of the Exchange to
protect interests and investments of
responsible grower-shippers instead .
of to try and undue their business
-had much influence on the con--:*
clusions reached by the industrial -'
committee. It is believed this police.
will weigh heavily with every. '
mercial and industrial interest -
the state which beyond doubt X-t,
take an active interest in eh s-a .
bilization of the citrus indu
Conceri"ing tiis po ""
son said any good concern
into the Exchange and vi
keep holdings, identity and orga
ization intact. Such has occurred,
he pointed out, with Chase and Com-
pany, J. S. Taylor and Company and
International Fruit Corporation and
Remarking that "no properly, in-
formed person can deny that the
(Continued on Page 2)

General Manager C. C.
Commander of the Florida
Citrus Exchange has been hon-
ored bf" election to one of the
vice-presidencies of the Amer-
ican Fruit and Vegetable
Association at the annual
meeting in Chicago, Jan. 23.
The association membership
handles more than 90 percent
of the fruit and vegetable
shipments of the country.


Citrus Eating Champions


Mayo Offers 10

Suggestions On

Maturity Law

Gen. Committee Discusses
Improvement Ideas At
Festival Meeting

First definite recommendations
for improvement of maturity stand-
ards and the "green fruit" law come
from Commissioner. of Agriculture
Mayo, responsible for the enforce-
ment of the law. Meanwhile the spe-
cial committee representing the
various elements in the industry
continue their study and discussions
with agreement reached upon a few
of the main points.
Higher standards, extension of
the inspection period and stronger
regulations to aid inspection are the
highlights of the recommendations
issued by Mr. Mayo. They include
the suggestion for a standard for
cannery fruit to be determined by
the canners after proper research.
Generally, Mr. Mayo's recom-
mendations appear to be stronger
than some of the factors in the in-
dustry have appeared to favor in
previous comment, but do not go as
far as some more radical elements
have suggested. They appear to
take the middle course with ma-
terial improvement contained in the
The general committee after a
recorded recommendation to take
enforcement of the law out of the
Department of Agriculture re-
versed its stand at a later meeting.
It tentatively approved an eight to
one minimum standard for oranges.
Considerable attention was given the
suggestion that juice content gov-
.ern grapefruit. The committee was
scheduledd to meet with growers on
Growers' Day at the Florida Orange
Festival, Winter Haven, Jan. 30 to
get the growers' viewpoints and sub-
mit to the growers the committee's
Members of the committee are:
John F. May, Winter Haven, chair-
man; John S. Taylor, Largo; Clint
Bolick, Fort Myers; Dr. E. C.
Aurin, Fort Ogden; J. G. Grossen-
bacher, Apopka; W. E. Lee, Tampa;
B. Kilgore, Clearwater; Judge
Allen E. Walker, A. M. Tilden, F.
E. Brigham, Winter Haven; W. J.
Howey, Howen-in-the-Hills.

D. H. Ulmer, Inc., special ship-
per member of the Florida Citrus
Exchange, almost made a clear
sweep of awards at the Pinellas
County Free Fair at Largo last
month. The concern won first prize
in almost all competitions entered.
Largo association won third prize
for the best exhibit.

Suggestions of Commissioner of Agriculture

For Improvement of the "Green Fruit" Law
1. That the inspection season covering oranges and grapefruit be extended to
December 20th.
2. That the inspection covering tangerines be extended to December 1st.
3. That every closed package containing oranges, grapefruit or tangerines shall
bear conspicuously upon the outside thereof, in plain view, the statement--"The con-
tents of this Package Meets the Florida Citrus Maturity Standards."
4. That the orange standards be made as follows: That the minimum total solids
of the juice is not less than 9 and the minimum ratio of total soluble solids to
anhydrous citric acids shall be 8.50 to 1.
.5. That the standard for grapefruit be changed so that a minimum ratio of
6.50 to 1 will be the lowest ratio at which grapefruit will be deemed to be mature, as
follows: For a total, soluble solids of 8.50 a ratio of solids to acid of 7.00 to 1. As
the solids increase from 8.50 to 10.00 the ratio of solids to acid will decrease on a
graduated scale from 7 to 1 to 6.50 to 1. All grapefruit having a total souble solids
of over 10.00 will be deemed mature only when they make a ratio of solids to acid
of 6.50 to 1 or more.
That the juice content requirement on grapefruit be raised to read as follows:
Size 36 to contain not less than 230 cc of juice each.
Size 46 to contain not less than 215 cc of juice each.
Size 54 to contain not less than 200 cc of juice each.
Size 64 to contain not less than 180 cc of juice each.
Size 70 to contain not less than 160 cc of juice each.
Size 80 to contain not less than 145 cc of juice each.
Size 96 to contain not less than 125 cc of juice each.
Size 126 to contain not less than 105 cc of juice each.
That no tolerances be permitted in passing grapefruit until November 1st and then
only at the discretion of the Commissioner of Agriculture.
6. That the Green Fruit Law shall be amended so as to eliminate the words
"willfully and knowingly" when used in connection with the manner of, its violation.
I suggest this because of the fact that with these words in the law it is extremely
difficult to obtain a conviction.
7. That no fruit after it enters the packing house shall be diverted to the canning
plant unless it meets the maturity standards.
8. That th e law be amended to allow the inspection of all packing .house records
by duly authorized inspectors.
9. That all fruit passing through the packing house shall be handled in separate
lots under such numbers and regulations as may be prescribed by the Commissioner
of Agriculture.
10. There is so little known about the proper maturity for canning purposes that
the Department of Agriculture does not desire to suggest a maturity standard but
would recommend that the canners themselves, through proper research, establish a
standard which will assure the cannnig of only fruit of good quality.

California To Spend

$1,700,000 On Fruit

The California Fruit Growers
Exchange, controlling 77 percent of
California's ranges, will expend
approximately $1,700,000 adver-
tising oranges this season. The di-
rectors recently authorized an in-
crease of two cents a box for ad-
vertising, raising the retain from
five cents to seven cents a box.
The total for oranges, grapefruit
and lemons allotted by the Cali-
fornia Exchange is $2,400,000.
This is nearly four times more than
the Florida Citrus Exchange has
allotted, including the increase of
three cents a box recently author-
ized. The increase was estimated
to produce between $250,000 and
$300,000 which, added to $350,000
to $400,000 estimated for the orig-
inal retain of four cents would
make an aggregate fund of $600,-
000 to $700,000 to offset Cali-
fornia's $2,400,000, The Clearing
House advertising allotment is be-
lieved to range around $200,000.
Many of the leading distributors
of food products are increasing
their advertising allowance, accord-
ing to W. B. Geissinger, advertising
manager of the California Ex-
change. He said that the keener
competition on a price basis from
other food products and from the
large Florida crop will be felt more
strongly this season.

Urge Growers To Give

Data On Fly Damage

In anticipation of reimbursement,
data on losses through eradication
of the Medfly are being assembled
by a special committee for pre-
sentation to the proper authorities.
Forms have been provided upon
which all growers and other pros-
pective claimants may list their
claim in concise and uniform man-
ner. These forms can be obtained
from the secretary of the com-
-mittee, H. C. Babcock of Orlando.
Practically all agencies in the state,
including the Florida Citrus Ex-
change, urge the growers to send
for the forms and fill them out,
making affidavit as to the claims
made and returning the filled form
to the secretary of the committee.
The committee does not consider
itself concerned with legislation on
reimbursement. Florida's repre-
sentatoves in Congress are handling
the direct presentation of this phase
and several bills are before Con-
gress or will be presented. Support
is being given by all the factors in
the industry.
The data will cover fruit des-
troyed in the groves, fruit lost
through sterilization, damage to
trees from spray, destruction of
host plants, trees and host crops
other than citrus and any other
damage due to eradication meas-
ures .taken.

C of C Leader

Sees Control

As Necessary

Endorses Cooperative Plan
Exchange As Agency
To Control. Crop

(Continued from Page 1)
theory of cooperative marketing is
sound and offers the best means to
solving most of our problems," Mr.
Wilson paid a fine compliment to
the Florida Citrus Exchange and
Gen. Man. C. C. Commander. The
Exchange he said has been able to
maintain the credit of its financial
institution, the Growers Loan and
Guaranty Company, at a time when
other financial houses were unable
to do so. He pointed out that only
through the Exchange could grow-
ers get cheap government money
to carry on their operations.
Commenting that through the Ex-
change the industry could have a
natural monopoly, authorized and
protected by the government, Mr.
Wilson asked if it were not "silly"
for any grower and grower-shipper
to remain, "independent"?
"Let us all do what we can to
strengthen the Florida Citrus Ex-
change and procure for it, the
necessary crop control," urged Mr.
Wilson in the conclusion ,of his
statement. "This is an eventuality
in which the entire state is inter-
ested and which we hope that citrus
Florida will bring about."

Cuba Citrus Interest

Cuba is taking great interest in
more intensive development of its
citrus industry, with emphasis on
the China orange, reports the Ha-'
vanaPost. ,It is the most popular
on the Cuban market. Production
of both oranges and grapefruit is
being stressed by the government,-
which believes that pineapple pro-,
duction has about reached the prof-
itable commercial limit.

Members of the state committee
selected were designated chairman:
of sub-committees to work in each.
county and encourage and assist the
growers in presenting the ..data.
Members of the state comniittee
are: W. J. Howey, chairman; H. C.
Babcock, Orlando, secretary; W. R.
O'Neal, Orlando, treasurer; Judge
Allen E. Walker, Winter Haven,
chairman of finance; J. D'Albprda,
Cocoa; Homer Needles, Fort Pierce;
R. Kilgore, Clearwater, H. L. Frost,,
Orlando; C. D. Walker, Eustis; J.
C. Chase, Sanford; Wm. C. Horvell,'
Lakeland; Fred L. Hall, Winter
Park, Dr. E. B. Lytle, Weirsdale;
W. T. Bland, Jr., Lake Jem.


February 1, 193-1


Editor's Note: Mr. Benninger is
a northern business man, who has a
grove investment and has been an
Exchange member for several years.
I have talked with numerous grove
owners, got their opinions, pro and
con, on growing and marketing cit-
rus fruits; talked with shippers,
both cooperative and independent,
as to the merit of this method and
that, and almost everywhere in
these latter months there seems to
be a depressed feeling that the cit-
rus industry of this state has seen
its day. Let us look into the sub-
The statement is frequently made
that business depressions are due
to overproduction in all lines of
trade, that is to say, that we are
producing faster than the public
can consume. Now there may be a
measure of truth in that statement;
but you will find that the leading
economists, who have given a life-
time of study to such problems, say-
ing, that there is no limit to the
wants of mankind and if production
could be expanded in the right pro-
portions the markets would go on
clearing themselves and every one
would be the gainer. After having
given some attention to the prob-
lem, as a fruit grower, I am inclined
to the latter view.
Let me say in the beginning of
this address that I am not on the
payroll of the Citrus Fruit Ex-
change, do not know as many as
three officers connected with it,
have not been invited by them to
make any speeches or write any arti-
cles. I have taken the initiative,
pressed myself forward and made
bold to appear before you without
a hint from any source. I am go-
ing to talk in my own interest and
the interest of all growers whose
pocket books are involved. If I felt
that any one organization, be it the
Exchange or Independent, was an
embarrassment to my financial suc-
cess I would be as severe in my
condemnation as I am with the fruit
grower who takes an anesthetic and
goes to sleep in the face of the
"greatest crisis the industry has ever
There are some things as growers
which we must do or go out of
business. First, we have got to get
out of the ruts of the hit and miss
methods of past years. That might
have worked all right when we were
shipping 12 to 14 million boxes,
but not in this day and age when
we are shipping 24 millions and
soon, with the new groves coming
into bearing, 34 millions.
One of the best articles that I
have read for a long time was in the
American Magazine of last October
by John G. Lomsdale, on the sub-
ject, "Right .Now is the Time to
Get Rich.' His discussion turns on
the problem of getting into ruts
and staying there. "In my business


life," he says, "there h
eral business recession
the great luck to cut
teeth just after the
1893, a period very
present." He then s
some people are neve
think they cannot p:
they walk to business d
street, or ride on the
talk to the same pe
the same paper and w
cut of clothes. The
there are new paths to
methods to be introdi
inventions to be adopt
us two or three illus
of which I am familiar
known one of the part]
The first is that of
grocery business. He k
to be making money
right in the depression)
And he knew it was do
cause the man got
which he and others ha
This is how he did
the trend toward chair
gers, large scale buyir
ed a scheme that e
grocers to obtain thr
small cost, many of tl
of their big competito
sult he got orders e
territories where riv
there was no business.
The second illustral
of a new England
Some young men who
ing the pinch of pove:
the Southern States
St. Louis to sell New E
They made a success
venture because the
thought and vision.
they were well establi
business was a going
style, which had do
country for a long tin
to change. When a
kind starts everybody
low the vogue. Witne
heads, the short ski
trousers, the hatless
boys and you have a
of how quickly the p
a trend. These younl


ave been sev- ness grew by leaps and bounds and
ns and I had earned a good profit every year.
Smy business In 1921 following the deflation of
depression of the World War when many shoe
similar to the factories were forced to the wall
hows us how and closed their doors, this concern
r happy, and kept right on doing business and
rosper unless kept right on doubling its dividends.
own the same It is now the largest shoe industry
same car, or in the world and is enjoying great
ople, or read prosperity. That was simply the
rear the same result of getting out of an old rut.
y forget that Henry Ford was another man
be trod, new who saw the trend of things, who
iced and new saw that to remain tied up to the old
ed. He gives model T car was to pass out of the
strations, one automobile business forever. The
with, having Chrysler, the Chevrolet and other
ners for many cars of that grade were all coming
dangerously near to Henry's car in
price and they all had three speeds
forward and one reverse. The pub-
a wholesale lic wanted the three speeds for-
mew this man ward. It always does. One reverse
hand over fist is enough. Henry Ford was too
g, hard times. keen a business man to stand still
ne simply be- and see things pass out of his hands.
out of a rut When he saw the handwriting on
id fallen into. the wall, he closed down his fac-
t. He sensed stories, put in new machinery, com-
n-stores, mer- pletely changed his plants and is
ig, and evolv- now putting on the market one of
nabled small the finest little automobiles that
ough him, at travels the highways.
ie advantages -
e advantages Now these facts are known to
rs. As a re- all of us;.we talk about them and
very day in laud the men who possess the enter-
'als declared
prise to go forward and adopt them.
But when we come to the orange
tion was that industry a multitude want to stay
shoe factory. in the old rut, cuss themselves and
had been feel- everybody else because they are not
rty, in one of prospering. It does not look intelli-
went out to gent, does it?
s out of the Cooperation
y had fore- This leads me to the second prop-
Shortly after position I want to discuss and that
shed and the is-cooperation. When one makes
concern the a mental survey of all-the great
Iminated the and glorious factors that are fun'-
ne, was about tioning in such a satisfactory way
thing of that he is led to ask the question, whdt
wants to fol- produced this happy condition?
ss the bobbed Wherein lies the secret? The answer
rts, the golf is written all over the pages of his-
high school tory, over all doors of industry,
n illustration over all big business. You know
public follows the one word I want to use-coop-
g men in the eration.

shoe business saw the trend of trade Take our own great country as
and )wrote the manufacturers to an example. What man does not
change the style. The only reply pride himself that he is a citizen
they got for their pains was, "This of this great Republic. Nowhere in
is what we make, and this is what all the world are such advantages
you will sell or we will get somebody and opportunities enjoyed as in this
else to do it." democratic/ land. Our resources
Well, men of their insight and unlimited. We are the granaries of-
forethought cannot be kept in a the world. We produce one-fifth
groove or forced to carry hayseeds of all the wheat raised under all
in their hair. They decided to let skies, one-fifth of all the gold mined
somebody else sell the shoes and in the entire world and one-third of
forthwith put up a factory of their all the silver. We are today the
own. It goes without saying that' normal bankers of the entire globe.
shoe styles, were changed. The busi- And yet despite all these ad-

vantages agriculture is getting but
a fragment of this immense wealth.
Again we ask the question, Why?
Is not the answer to be found in
this: Lack of cooperation. The
farmers and fruit growers are as a
class slower to learn this lesson
than others.
There seems to be an ingrained
feeling on the part of some people
to want to oppose everything even
if it wrecks their own future. This
has been noticeable from the found-
ing of the government, and every-
thing in it, down to the present
time. What a struggle the thirteen
original colonies had to sever their
relations with England and estab-
lish a centarlized government. We
can hardly realize now that a con-
siderable portion of the people
would not support the Revolution.
There are some Torries in Amer-
ica who remained loyal to the
British Crown and antagonized
every issue that was as beneficial
to them as to the whole country.
There were others who did rot fear
so much the severing of ties with
the mother country as they did a
centralized government. That to
them meant the breakdown of
State's Rights. It was not loyalty
to England so much as State Sov-
ereignty that formed the basis for
their lack of cooperation. Many
men feared the results of a victory
by Washington at the head of an
army as a step in the direction of
a government that would be more
powerful and more obnoxious than
the British had ever been. We now
see how foolish they were. And
thus the squabble continued, month-
after month, and year after year,
until many began to fear that the
States would destroy themselves
rather than the power which held
them in servitude. Not until Con-
gress adopted Lee's famous resolu-
tion and Thomas Jefferson's im-
mortal Declaration, did the people
as a whole begin to realize that
Independence could be secured, not
by. fighting one another, but co-
operating with a strong centralized
government. Who wants to go back
to the thirteen struggling colonies?
Who wants to go back to Pre-Rev-
olutionary days? Who prefers the
oxcart to the automobile? Not one
.of us unless there is in this
assembly an anarchist who wants to
overthrow all government.
The Exchange
Now all this that I have been tell-
ing you is but a parable upon the
Florida Citrus Fruit Exchange. (Be-
fore going further, as a digression,
let me inject right here the ques-
tion: What is the Exchange? It is
to the citrus growers what Wash-
ingtnr is to the people of the United
State or Tallahassee is to the peo-
ple of Florida. It is "A government
of the people, by the people and for
the people." A democratic institu-
tion pure and simple. I find in vari-
(Continued on Page 5) --


February 1, 1931

SEALD-SWEET CHRONiCLE February 1, 1931



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 12,000

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 FEB. 1, 1931 No. 17

Florida Orange
Superiority of the Florida orange
over that of California is recog-
nized by everyone in Florida and
by many outside of the state,
whether or not they are acquainted
with the comparative chemical an-
Comparing orange for orange, the
Florida orange by chemical analysis
is superior to that of California in
every point of comparison, nine in
all. In comparison on a given quan-
tity of juice (taken by reason of the
smaller amount of juice in the Cali-
fornia orange compared with one of
Florida of the same dimension) the
Florida orange is superior in six of
the nine.
The percentage of superiority
ranges from six percent on one
point to 88 percent on another. The
table following shows the chemical
, analysis. In connection with this
analysis, 100 cc of California or-
ange juice had 0.054 grams of phos-
phate compared with 0.050 for the
Florida orange. It had 0.313 grams
of combined acid compared with
0.282 grams for Florida orange
juice and 0.719 grams of free citruc
acid compared with 0.572 in Flor-
ida juice. The analysis of Florida
oranges and juice follow:

What constitutes a real freeze
and, whatever it is, could it ever
apply to Florida or California?
The question is provoked by the
article on the December frost in
California by Floyd D. Young, met-
eorologist in California. In a long
article on the frost when "from
Dec. 18 to 30 temperatures were be-
low the danger point every night
at some point in practically all the
citrus districts," Mr. Floyd con-
cludes with the statement:
"A real freeze might have been

The chaotic situation in the Flor-
ida citrus canning industry appears
to be getting worse rather than to
improve, according to reports. It
appears to substantiate more than
ever the necessity for the Florida
Citrus Exchange to get into the
business and bring control to the
The low price level for the canned
goods continues. Canners prev-
iously predicted that if an effort
was not made to prevent further
decrease, $1 a case at the canning
plant would eventually be the depth
to which the industry would sink.
At that level, growers virtually
would have to give the fruit away to
the canners. It is doubtful if the
canners could more than break even
then. However, it would tend to
make the growers carry the burden
and take the biggest loss.
The special committee on coop-
erative canning of the Exchange is
continuing its study of plans for
Exchange entry into the. business.
It is studying locations of existing
plants and their capacity among
other details.
Responsible'canners with good fa-
cilities favorably located and with
the spirit of cooperation probably
will be given the opportunity to
merge with any Exchange coopera-
tive organized. This is a continua-
tion of the policy of the Exchange
toward grower-shippers and allows'
the private factor protection for his
investment and the opportunity to
assist in stabilizing the industry.

Ash grams per 100 cc of juice
Ash in one orange
Phosphate grams per 100 cc
Grams per orange
Lime grams per 100 cc
Grams per orange
Potash grams per 100 cc
Grams per orange
Grams per orange
Iron grams per 100 cc
Residue-soda, magnesia, chloride, ets., per 100 cc
Grams per orange
Combined citric acid grams per 100 cc .........'..
Grams per orange
Free citric acid grams per 100 cc
Grams per orange
Ratio,free, acid to sugar per orange,

. 0.109

% Superiority
of Florida
5 36.0
31 77.0
3 20.0

Rendering One and All

A Sincere Auction Service

Pennsylvania Terminal

Auction Company


Use the "PENNSY to PHILLY''

Route Your Perishable Traffic





SWashington ...






Philadelphia, Pennsylvania

Baltimore, Maryland

-^ *, LV.-, : : ( ': "


February 1, 1931


Western Campaign

Bringing Results

The special Western campaign
of the Florida Citrus Exchange is
producing marked results bringing
a new interest in Florida citrus and
a big increase in distribution.
Trade response has been excep-
tional. In several cities the trade
is supporting the Exchange program
with supplemental activities, particu-
larly radio, at no expense to the
Exchange. In every instance the
Exchange has received full coop-
eration though in some centers the
trade goes further than that in
Four of the best men of the Ex-
change dealer service are in the
field, each handling activities of a
particular section. Considerable ad-
vertising help has been given them
and more will be forthcoming as the
campaign continues to gain.
Texas is practically out of the
field, though it has some fruit to
move. Quality of this is lowering
and results in lessened competition.
California is expected to put
extra effort .into the Midwest ter-
ritory which heretofore has been
practically its exclusive field, due to
more favorable freight charges and
the closer distance to California.

Consumer Package

Gets Good Reception

Sale of Exchange fruit in bags,
particularly in the eigth-box size,
has taken a big spurt and gives indi-'
cations of becoming a prominent
factor. Nearly 100 cars have been
sold, most of which has moved in
the last few weeks.
Though it was figured that this
method of packing would be most
popular in the smallest sizes, the
---trade is placing no restrictions as to
size but is taking a rather wide
range, running from 176s on to
The bag method was tried out
slowly with only a car at a time be-
ing placed with interested buyers.
Several of the trade received such
test shipments and watched the re-
sults .closely. The results aroused
their interest more and more as the
reactions on each succeeding car
were checked, until in the last few
weeks more substantial orders have
been received with one customer
now ordering in lots of 25 cars.

Chipola Farms of the Marianna
Fruit Company has started installa-
tion of heating in its 257 acres of
Sataumas with the equipment of
40 acres with "Riverside" heaters.
'Sixty heaters to the acre have been
Placed. Oil is stored in a 50,000
.- gallon tank.

,(Continued from Page 3)
ous sections of Florida a well de-
veloped idea that the Citrus Ex-
change is nothing more than a num-
ber of high toned gentlemen, who
occupy somewhere in Tampa, a well
equipped office, with brains enough
to extract big salaries out of a few
fruit owners, and after all over-
head charges are paid, return to the
growers whatever remains. I can-
not conceive how any man with
average intelligence can entertain,
for a single minute, such a notion.
That is a base falsehood from the
start and the gentlemen? who get
the growers to believe that know in
their own hearts that it is a bare-
faced lie.
The citrus growers themselves or-
ganized the Exchange, set up the
machinery, and put the organiza-
tion in motion. Then as business in-
creased and new markets had to be
found, the growers themselves sel-
ected other men to represent then
in these markets and find better
prices for their commodities. Noth-
ing could be easier to understand.
Now, to return from this digres-
sion. A few high visioned souls
who were responsible for the Ex-
change saw the enlarging acreage
of fruit trees, saw the demoraliza-
tion that was bound to come by the
old method of marketing, saw the
glutted markets that returned no
profits to the growers. And yet
what antagonisms have followed
the growth of this institution. It

Florida Crops Valued


The principal Florida crops for
1930 are valued at $109,236,000 by
H. A. Marks, federal-state statis-
tician. Citrus comes within $5,000,-
000 of equalling half of all the
other crops combined.
The 1930 valuation is a decrease
of $3,000,000 under the valuation
for the preceding year. Citrus,
though it comprises nearly half the
total value, accounts for only one-
fifth .of the decrease.
Staple crops such as the grains,
cotton, etc., are valued at $25,625,-
000, a decrease in the year of $3,-
600,000. Truck crops are valued at
$33,970,000, an increase of more
than $1,000,000. Fruits and nuts
are valued at $49,641,000, a de-
crease of $500,000.
Fruits and nuts other than citrus,
are valued at only $491,000. Pecans
rank second to citrus with a valua-
tion of $260,000. Peaches are
valued at $122,000; pears, $59,000;
limes, $40,000 and pineapples, $10,-
000. .

has been assailed within and with-
out. It has been jeopardized more
than once by jealousy, malice, pre-
judice and stupidity. But despite
all handicaps it has weathered all
storms, answered all opposition,
satisfied all critics, and branded as
falsehoods the shrewdness that
sought its overthrow. It stands to-
day the bulwark of defense, the
magnificent Temple of Liberty, or
to change the figure, the Moses who
can lead us out of the Wilderness of
despair. An. institution that can
accomplish so much, in so short a
time and close the season with bet-
ter than 50 percent of the fruit of
the state is no mean organization.
An institution that possesses such
vitality and shows the ability-to
turn over to its members a better
profit than other associations is
worth considering.
That it is doing all that I con-'
tend for it, get this. A Mr. W. F.
(Continued on Page 7)


More money for the same fruit means-


Fifty Florida houses are shipping this better looking,
better keeping fruit. A-third of this year's crop will go
to market finder the protection of Brogdex. The mar-
ket is pretty well informed of its advantages. Many
buyers are specifying Brogdexed fruit and many auc-
tion sales show Brogdexed fruit getting a- premium,
frequently topping the market for similar sizes and like
quality. The advantages you may reasonably expect
from Brogdex are-

Control of decay
Less shrinkage, withering and wilt---
.Less refrigeration
An improved appearance
A decided market preference
More money for the same fruit

The satisfactory experience of 50 houses will justify
a careful check up of these advantages, any one of which
will more than repay you for the small service charge
per packed box for the Brogdex treatment. Brogdex
can be installed in your plant with little, if any, inter-
ruption to normal packing operations. Let our Brogdex
man submit a proposal without obligating you in any
way. .
Tune in Monday nights at 10:30 Station WFLA '


B. C. SKENNER, Pres.


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.
Fullers Crossing
Fort Pierce
Lucerne Park
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.
FloridaBrogdex Distributors,Inc.
Dunedin, Florida



February 1, 1931



Citrus will be an important fea- C. C. Teague of the Federal Farm The South Florida Fair, at Tam-
ture of the 21st anniversary of the Board virtually warns Texas to call pa, fifth largest in the United States,
Central Florida Exposition at Expo- a halt to the big plantings of grape- opens Feb. 3 with exhibition space
sition Park, Orlando, Feb. 24-28, fruit planned for or ruin prospects crowded evidencing one of the best
the oldest fair in the state from the for all grapefruit producers. The expositions of Florida resource in
viewpoint of continuous existence. warning came in a statement to the its history.
One of the main features of the press at Washington following Mr. International scope of the fair ap-
citrus exhibits will be that of Or- Teague's return from a visit to the pears for the third consecutive
ange Sub-Exchange which will have Rio Grande valley in Texas. year with very elaborate exhibits
a big display in the center of the Mr. Teague learned while in-the prepared by Italy, Spain and Hol-
main building. This exhibit has Valley that about 20;000 acres was land, while citrus again will be a
been an outstanding feature for to be planted to grapefruit this year leading feature among agricultural
years and is one of the most beau- and that the annual rate of plant- products with truck and general dis-
tiful in the state. ing for the past five years has been plays equally prominent.
Five counties are competing for 10,000 adres. Total citrus acreage The Florida Citrus Exchange will
the cup of the Department of Agri- in 1929 was 147,000 of which 54,- have an attractive display along
culture awarded the finest citrus 000 acres are non-bearing now but educational lines, while Exchange
exhibit. Brevard has won the cup will be in production in a few years. associations will provide much of
twice and Lake, once. Marion, Florida had 80,000 acres of which the fancy fruit used by the various
Osceola and Seminole will also com- only 5,750 acres is non-bearing; citrus counties in their elaborate
prcte for it this time. Texas, 53,000 acres of which 43,000 exhibits.
Fourteen community exhibits are is non-bearing; California 14,000 There is considerable competition
listed in which citrus will be an im- with 5,000 non-bearing and Arizona between the counties specializing in
portant item with substantial 12,000 acres of which 9,000 is non- fruit and truck for the first prize
awards for the citrus features. Fine bearing. award. Polk county last year dis-
federal and state displays also will Few new grapefruit plantings placed Indian River with Manatee
be shown, while industrial and can- have been placed in Florida for sev- close by a margin of only a few
ning concerns have arranged for eral years. New plantings in Cali- points. Pinellas, Lake and others
displays. fornia also have been negligible, in the citrus belt increase interest
Only in Texas and Arizona does and uncertainty to this competition.
The Pardess Cooperative Society there appear a planting fever.
of Palestine has called upon the Texas is credited with har- Work on the canning plant at
Florida Citrus Machinery Company ing 500,000 acres suitable to cit- Ft. Pierce of the Indian River Sub-
t o help solve citrus packing probe rus barring weather factors and Exchange started about Jan. 15.
lems and introduce, if possible Arizona is similarly credited with Canning machinery is supplied by
Alems and itrodsue in f psinb, c- 100,000 acres. California is con- the Florida Citrus Machinery Corn-
Arus fruit.a n met ds in hndleiing sidered to have very little land suit- pany.
g s fruit. L. W Genn, designed t t able which is unplanted. Florida, J. C. Lewis, formerly with Hill
engineer as obeeis toa however, has at least 4,000,000 Brothers at Avon Park, has been ap-
task and is n his way to Jaffa, acres apparently suitable and some pointed manager and supervised the
Palesin. B C Sinner, head of believe an additional 2,000,000. instal-ation of equipment. Mr.
the company, visited the country Lewis was with Hill Brothers for
two years ago and introduced some Lewis was with Hill Brothers for
citrus machinery. Additional equip- Machinery is being installed for seven years, for three of which he
ient has been ordered since and the juice plant of Florence, Au- was manager of the Bartow plant.
meant has been ordered since and burndale and Winter Haven asso-
has aroused interest in American
methods. citations at Winter Haven. The plant Lake Wales will have. orange
will occupy the old packing house juice, pure and fresh daily, brought
building of Florence- association, rfght to the. house dbor..with the
Pinellas Sub-Exchange is consid- opposite the new $400,000 packing milk now. Waverly association,
ering the adoption next season of a house Florence association recently through its retail .outlet in Lake
super grade and label similar to the completed. Wales, the Orange Box, has ar-
practice which has been used for Exclusive sale of the product has rangements with a local dairy.
several years by Indian River Sub- been given the Exchange Juice
SExchange and its associations. Company. Minimum production for
the season has been tentatively set
at 400,000 'gallons which would
Tampa believes it has the utilize approximately 100,000 boxes
champion orange eater of of fruit. The Walker-Hale process
Florida in a 12 year old is being used. VOLCKnd
Georgia visitor. The young-. .. VOLCK and
ster took up the posted offer KLEENUP, the
of a fruit dealer "all the or- ESTABLISHED, 1847 Ortho sprays for citrus pests,
anges. you can eat for five Orho sprays for circus press,
cents." Gulp after gulp one are proven in the orchard and
orange after another speedily H. HARRIS & CO. tested in the laboratory-the
went down into that great,
empty maw all youngsters ap- Fnit Auctioneers world's mostwidely used citrus
pear to have. Not until 15 ullt AS sprays. Write for new folders,
had disappeared did the lad Fruit Auction Terminal
draw breath to halt and un- Rutherford Avenue CALIFORNIA SPRAY-
concernedly remark as he Charlesn
handed over his "jitney":ar Ditrict CHEMICAL CO.
"Shucks, that's nothing I BOSTON, MASS.
was only practicing. You 61 W, Jefferson St.,
ought to see me eat 'em when c.dr B. Dowsr Frd'k L Spri ford Orlando, Florida
I'm hungry." Ihrold F. MilU

Railroads have rejected the plea
of the Florida citrus industry for
emergency rates in view of the low
prices being received for citrus. A
cut of 50 percent in the rates was
Florida railroads expressed a will-
ingness to cooperate, provided out
of state railways would participate
in the reduction. It is understood
that objection was made on the
ground that other industries would
ask similar concessions in similar
stress and place an unsupportable
burden upon the railroads.

J. C. Merrill, manager of Lake
Sub-Exchange, escaped serious in-
jury by a narrow margin when a
front tire on his car blew out, over-
throwing the car in the ditch re-
cently. He escaped uninjured.
,c a .i in


big driidends


"Black Leaf 40" is the
"Old Reliable" recognized
control forAphis and Thrips..

"Black Leaf 40" kills not, only
by direct contact (hitting) but
in extra measure by the nico-
tine fumes. This "extra measure"
of protection you cannot obtain
from the non-violative
Ask your Experiment Station.

Dealers Sell
in several package sizes


February 1, 1931


(Continued from Page 5)
Boyd, a prominent grower of Win-
ter Haven received net, through the
Exchange, nearly $2,000.00 more
on 3,800 boxes of fruit than he
would have received from the high-
est offer of the speculators and he
had 1,200 boxes yet to ship. He was
offered $1.75 on the tree which
would have been a temptation to
many but he tied himself fast to the
Eagle Lake Association and re-
ceived for his 3,800 boxes $8,-
361.82. His case is not an excep-
tional one all over the citrus ter-
ritory. That of course pre-supposes
A Number one fruit. The Ex-
change cannot work miracles. If
you have what the public does not
want, neither the Exchange, nor
you or any one else can get a price
for it.
Now let me ask in all candor,
why do the fruit growers of this
state hold themselves aloof, refuse
to coordinate and put themselves
in a position where they can get a
return upon their investment? Every
industry in the whole country is

organizing, and must or go out of action on the part of the producers
business, themselves the Farm Board gladly
Farmers Organized approved loans aggregating: $195,-
There are 6,500,000 farmers in 000,000 out of the $250,000,00 ap-
th,e United States producing be- propriated by Congress. The mem-
tween 13,000,000,000 and 14,000,- bers of these organized agencies
000,000 dollars worth of food-stuffs have declared that they are 50 per-
annually. You can readily see what cent better off than under the toils
would be the result in these days of of the speculator.
combinations with each farimer com-
peting against every other farmer. Take the Dairy business as an-
The government was quick to see it other illustration. I have some first
and saw how impossible it would be hand information of this organiza-
to deal with 6,500,000 farmers, so tion in my section of the North. I
the very first step in the action of had a brother-in-law engaged in
the Farm Board was to insist upon that business. He was receiving
a strong organization among coop- two gnd a half cents a quart for
erative groups. The Board abso- raw milk. He had ceased farming in
lutely refused to loan money to a almost- every other direction and
guerrilla warfare, but would assist concentrated his attention on his
an organization made up of pro- dairy business; he soon discovered
ducers themselves. As a result of that the nominal figure he was get-
this dictum we now have the Farm- ting for his milk was not adequate
ers National Grain Corporation, the to pay his feed bills. He was dis-
National Wool Corporation, the courage and on -the point of selling
American Cotton Cooperative Asso- out when a few men approached
ciation and many others. With this him on the question of cooperation.

All the farmers in that section
formed- themselves- into a "Dairy-
man's League" and in less than a
year were receiving eight and a'half
cents a quart, or more than tieble
the previous income. The dairy;
business then became a paying con-
cern. It is today one of the 'larg-
est industries in the.United States
and has an annual turnover of more
than four billion dollars.
Thise examples ought to be suffi-
cient to convince the most skeptical
that cooperation with a strong cen-
tralized organization is the only sal-
vation of the citrus industry. My
pocket is affected; the pockets of
my fellow producers are affected.
We have all been playing a losing
game and for that reason alone I
stand 100 percent for the Florida
Citrus Exchange. It stands here
in the harbor of intelligence, like
the Statue of Liberty in the New
York harbor, casting her rays. of
light in all directions' to the stoim'
tossed fruit growers, inviting them
to enter a harbor of safety and

Forget it if a
Minimum of 100% Profit

Is Not Obtained

If the new and patented IACO process of
Cleansing, Polishing and Preserving Citrus
fruits against molds, does not return over
100% on the investment, we want you to
forget it!
On account of the low cost of the IACO
process, there is a great opportunity to make
at least 100% on your investment-
First, by increase of grade.
Second, by increase of sale price.
Third, by protection against blue mold.
Fourth, by decrease cost over other processes.
Fifth, the profits from the use of the IACO
process have ranged from 400% to over 1,000%
on the investment, but even 100% profit counts
in times as these.
-If the IACO process cannot make at least
100% on its investment, we congratulate you
on the grade of your fruit, your methods of
packing, and the low costs of the process yoru
are using.
If a 100% investment appeals to you, we
would appreciate the opportunity to tell of
the IACO process, show you the process of
operation in packing houses, and let you talk
directly to users who are glad there is such
a process and at such a low cost.

Patent Owners and Distributors
of the "I AC 0" Process
for Cleaning, Polishing and Protecting Citrus Fruits

Jacksonville, Fla. Winter Haven, Fla.
208 St. James Bldg.

a' I -


of Fertilizers Follows a Basic

policy of SERVICE

THIS is the original purpose of the In-
ternational Agricultural Corporation:
"Any new development in an old indus-
try must, in order to be successful, do
something different, do something better,
supply some actual need."
No pressing need of greater profits; no
distress of tight money; no emergency of
bluest prospects.changed the original course
of this company's policy.
.Hence, thousands, of farmers in Florida,
who used or now use Osceola and Interna-
tional Crop Producing Fertilizers, have been
able to make more money through these fer-
tilizers which represented "something differ-
ent," "something better" and "supply some
actual need."
If in the analysis of your fertilizer prob-
lem, you felt you needed something different
and something better, then give us the oppor-
tunity to explain our brandl


208 St. James Bldg. Jacksonyile, Fla.

AbsIIerdet//t arvw7alie

February 1, 1931



Reproduction of Exchange advertising appearing
in large markets throughout the North.

To MoveYour Fruit

* i The Florida Citrus Exchange advertising campaign
climbs to its peak of action this month

Color pages in the American Weekly, Collier's,
Liberty and Physical Culture are carrying the story
of Exchange fruit into millions of homes. Radio
S.stationsi are broadcasting the healthfulness of the
fruit and the quality of the brands to thousands of
homes in many markets.
Huge, well placed posters, such asare reproduced
in the center,. above, are an added medium used to
S.repeat the message in most metropolitan centers
S day and nigh-t ith all the eye appeal of color.
Smaller posters in full color on subway and ele-


vated platformsin New York and Chicago add to -
the total of consumers reached..

Newspaper advertising swells the total.


And, in addition, dealer service men throughout all
sales divisions are constantly at work with the
trade selling Exchange brands, decorating win-
dows-helping the retailer move your: fruit into

And this is just a fraction of the "plus" value of
the service you obtain through your organization,
the grower's cooperative, operated at cost for your



February 1, 1931



I ;


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