"* ; '
1924 E. JACKSON T..
Seald Sweet chronicle
"FLORIDA'S ONLY CITRUS NEWSPAPER" :
S Entered as Second Class Mail Matter
Vol. VI SUBSCRIPTION PRICE 50 CENTS PEB YEAR TAMPA, FLORIDA, MAR. 1, 1931 to Pot oflce at Tama.Florida No. 19
Under he Act of March 3. 1879.
Plan Canning Companies
In Two Sections; Acquire
Plants and Operating
Exchange affiliations have gone
lefnit4~y, into. the cooperative- can-
,ning field with the organization in
the past-two weeks of two cooper-
ative canning companies as advo-
cated by the Exchange Board at its
DeSoto and Charlotte Sub-Ex-
changes have one company to serve
the associations of both. Lake Re-
gion, Umatilla and Mt. Dora aszo-
ciations of Lake Sub-Exchange have
organized the second.
~ DeSoto and Charlotte have made
arrangements to have the fruit
canned for them by the DeSoto
Canning Company, Arcadia, for the
Balance of the season. J. Ed Raul-
erson is president of the cooperative
company with B. F. Stewart, vice-
president, and Z. Russ, R. E. Garner,
W. A. Johnson and A. C. Williams
on the board with, these officers.
The three Lake Sub-Exchange as-
sociations have named their canning
cooperative the Golden Triangle
Canning Company. It has leased
and put in operation the canning
plant of Rice Brothers at Eustis,
Sbuilt this season.
vw- a-re ftd-firT -rti -eah of the
three associations form the board
of the cooperative canning com-
pany. They are E. C. Stovall and
Oakley Andrews of Mt. Dora,
George Magie 'and Mr. Conkling
from Lake Region, and C. B. Hip-
son and C. A. Hunter of Umatilla.
Mr. Hipson is president, Mr. Conk-
ling, treasurer, and Mr. Stovall,
secretary... Plant Manager Burk-'
ardt of Rice. Brothers continues in
that capacity for the cooperative.
E. E. Truskett of Mt. Dora is gen-
This gives the Florida Citrus Ex-
change three operating canning .co-
Soperatives for whom it will handle
sales. Indian River Sub-Exchange
Canning Company is now operating
its new plant at Ft. Pierce. .,An,
other cooperative canning, company
in' which affiliations ol .'thd, Ex-
change are 'interested .is- the 'Ridge
Citrus Canne'rs:'::: . ..- ,
man <%-^ S -- s
California Monoply In West Broken
The Exchange drive into the drive has brought about eight times.
California orange territory between as much as the average business.
the Mississippi and the Rockies has The Exchange sent a picked crew
broken California's monopoly of of men into this territory Jan. 1.
many years standing. The greater This personal contact was supported
distribution- there has-brought a-big by intensive newspaper and. poster.
relief to the central and eastern advertising and local radio pro-
markets which otherwise would grains. The trade gave fine coopera-
have had to absorb this diverted vol- tion, often contributing additional
ume. advertising at its own expense. Pop-
In an ordinary season, the or- ularity of Florida oranges grew and
ange shipments of the whole state the situation created opened the
for an entire season in this terri- way for the entire industry.
tory would approximate about 150
cars. The Exchange alone has ship- Keep
ped upwards of 269 cars of oranges Many Keep Grove Records
and tangerines since Jan. 1 and Records of grove practices, costs
Feb. 19 when it started the drive and returns are being kept by
to build favor for Florida oranges, several hundreds of growers in co-
Also other operators of the state, operation with the economic de-
following the Exchange lead, are apartment of the Extension Service
estimated to have shipped about to provide data upon which economic
half as much. The'total therefore studies for the benefit of the grow-
alipears. to' be around 400 cars for ers can be based.
this.period or nearly three times as These records will give informa-
much as the average for a whole tion on fertilizing, cover crops,
season. It is figured that 50 cars spraying, dusting, cultivation, heat-
in a month and a half or two months ing, irrigation, equipment, varie-
in this- western territory is very ties, .root-stocks, soil types and
good, in 'the usual. season, so the -ther points.
Record Year For,"
Growers Loan andGuaranty
Company Lends Grower
;,In the volume of. funds obtained
jor growers' loans and advaRcesq ..
crops, Th Growers Loan -and Guar-
anty Company, financial affiliation
of the Exchange, this season has per-
formed its greatest service.
SIts growers' loans on this crop
aggregate $2,300,000, almost 30
per cent more than its biggest sea-
son of the past. In addition it has
financed associations to the extent
The previous largest year was
1928-29, when the company ad-
vanced $1,822,058 to grdwdrs on
their crops. Associations that sea-
son were loaned $800,000.
Last season, a small crop year,
the. company advanced .$1,625;020 ,
on crops and $931,348 to associa-
tions. In 1927-28 "the crop loans
totaled less than $1,000,000.
Source of Money
These loans, are separate from
the Farm Board loan of $3,000,000
.which went to associations and other
affiliations as facility loans. Mbst
of the funds of the loan company
for growers' loans are obtained
through special lines of credit with
Florida and outside financial insti-
-tutions, including-the Federal-Intowp
mediate.Credit bank at Columbia.
Part of the Farm Board loan came
:to the loan company: through-the
investment in loan company, stock
and securities by associations from
part of the funds they received
from the Farm Board loans, but
this constituted, only a. very small.
part of the total funds made, avail-
able for growers' loans.
Much of the progress the., Ex-
change has made with growers has
been due to the. assistance afforded
by the Growers Loan and Guaranty
'Company. .To it also ,is due most
of the credit for building up ,the:
confidence of financial institutions
in citrus as security for loans. Only
a few years ago, bankers regarded
citrus crops as highly hazardous se4
purity, while now they do not hesi-
tate to advance millions where they
know that this will be administered
under proper safeguards, ..
SEALD-SWEET CHRONICLE March 1, 1931
With Fruit Law
Several Points Agreed Upon
Exchange Deciding Its
Views Next Meeting
Distinct progress appears to have
been made in the various efforts to
improve the maturity standards and
to strengthen enforcement. There
is disagreement on several import-
ant points but enough already has
reached the stage of practical
unanimity of opinion to add de-
'cided improvement if adopted by
the state legislature.
S Exchange Program
The Exchange legislative commit-
tee, which has the study of the
matter in charge, -has relayed its
views to the associations and sub-
exchanges for membership views.
These will be considered by the Sub-
Exchange Managers Association,
meeting in Tampa, Thursday, March
5, out of which will evolve the rec-
ommendation of the sub-exchange
managers to the directors
As it appears now, agreement
practically has been reached on com-
promise schedule of juice content
for grapefruit which occupies a
middle ground between the extrem-
ist views; on elimination of toler-
ance in the ratio of solids to acids
in grapefruit; on elimination of the
words "wilfully and knowingly" in
connection with violations; on open-
ing packing house records to inspec-
tors; on handling fruit in separate
lots and on extending inspection of
tangerines to December 1.
These, of themselves, are not lit-
tle accomplishment. Enforcement
of regulations would be materially
assisted by them.
Recognizing Business Initiative & Talent
MERCHANDISING ATTRACTS MERCHANDISING
Thousands of consumers of fruits viewed this Exchange display installed by the Peoria
(I11.) Star in its front window. This is one of many merchandising courtesies given the
Exchange and its growers without cost in appreciation of and cooperation with the mer-
chandising program of the Exchange. Without this merchandising effort, the Exchange
would be regarded by the outside world with which it does business as just another ped-
1 dler. Business recognizes business initiative and talent.
W ide Distribution In
ing parts of In-
and West Vir-
ginia, is nearly
100 per cent pro-
Exchange in its
handling of Flor-
ida citrus, accord-
ing to a check
ported by W. D. Curd, dealer serv-
"Ninety-six per cent of the retail-
ers we have visited are carrying
Seald-Sweet or Mor-Juce brands
and our check shows very even and
complete distribution in this divi-
sion," Mr. Curd reported.
Exchange distribution has been
unusually widespread this 'season,
but the Cincinnati territory pre-
Big differences of opinion appear sent a somewhat- different aspect
mainly on the solids content of tan- from others. It is the "home" field
gerines and oranges and possibly so of several prominent Florida oper-
on grapefruit., The committee ap- ators and their natural feeling of
pointed recently in Winter Haven as special interest in this territory has
representative of all interests has been an incentive for special sales
adopted a minimum of nine per cent effort on their part. The promi-
solids for oranges, which some be- nence of'the Exchange in this terri-
lieve is too high. On the other hand, tory, therefore, is considered to be
the committee adopted a minimum a special tribute to its merchandising
of 7% per cent solids for tanger- ability.
ines, which some believe is too low.
The ratios of solids to acid in
grapefruit appears as another much Governor Impressed By
disputed pointy At one extreme is Frozen JuiceProspects
proposal to eliminate the ratios
entirely,, depending- upon juice con- -.Possibilities for the frozen or-
tent. :: : :- : ange juice business and its potential
S'Trhe Mayo and Committee of 50 worth to the citrus-industry and
wie6tnmendations favor a minimum the grower deeply impress Governor
atio~.-of solids to acid of 6.60 to one. Doyle E. Carlton. He sees. in. this
The-:Winter Haven committee and method of handling the fruit one
others prefer 6.50 to one for solids of the solutions to the problem of
hbet*iattieight and nine, the ratio :high cost of distribution. .The Gov-
decrdasing.'thereafter .as the solids ernor expressed .his. views in a con-
increase as provided at -present. .. gratulatoryy message to the company.
Mt. Dora C of C Urges
Unification This Year
Mt. Dora Chamber of Commerce
in one of its best attended and most
enthusiastic meetings formally ap-
proved the program for the uni-
fication of the citrus industry
through the Florida Citrus Ex-
change and appeals to all com-
mercial and civic organizations of
the state to lend their influence this
season to unifying the industry.
The resolution, unanimously
passed by the organization, cites
"that this season's crop, although of
unusually good quality, has been so
handled to date as to pay the grow-
ers less money than they should
have obtained and to that extent
has affected Florida's progress."
The Chamber urges all citrus grow-
ers "to unite for mutual advantage
in controlling sales and distribution
of their product."
SJ. Reed Curry, head of the.Ex-
change organization department,
guest and speaker at the meeting,
reported that never before had he
witnessed such enthusiasm for a
program as was given by the mem-
bership of the Mt. Dora Chamber.
He was informed that practically
the entire local membership was
On Frozen Juice
Carloads Of Product Going
North For Test In Nine
The $1,000,000 merchandising
test of frozen orange juice, carry-
ing the hopes of the entire Florida
citrus industry, goes forth to the
housewives of the nation this month.
After weeks of careful prepara-
tion, including plant operations in
Tampa day and night, the Natonal
Juice Corporation has completed
the initial arrangements for intro-
ducing its frozen product to the
public. It will send out several
carloads of the product for the try-
out. From the 1st to the 15th, it
has planned a steady broadside of
half and full page advertisements in
the press of the key cities to make
the potential customers "juice con-
Trial cities are Detroit, Philadel-
phia, Pittsburgh, Louisville, Spring-
field, Mass., St. Louis, Memphis,
Birmingham and Erie, Pa. Follow-
ing the two weeks' intensive adver-
tising campaign, the regular deliv-
ery facilities for milk of the parent
company, the National Dairy Prod-
ucts Corporation, will carry the
frozen orange juice with the usual
The test cities comprise only one-
tenth of the distribution field of the
National Dairy Products Corpora-
tion. The latter, a $200,000,000
concern, the largest in its line, op-
erates from the Atlantic seaboard
to as far west as Omaha and serves
nearly 2,000,000 homes regularly.
Crop reporting dates for
1931-have just-been approved
by the Secretary of Agrculture
and include five crop- condi--
tions reports, two production
reports and one crop value re-
port for citrus.
Dates for crop condition re-
ports are: May 8, June 9, July
S10, August 10, Sept. 10.
Production reports: Oct 10,
Crop Value: Dec. 16.
Seek New Seedless Orange In Florida
Somewhere in the Florida citrus
belt is a tree producing a seedless
orange, though not of the navel
type, which would be a golden find
to the state if it could be located
and propagated,. in the opinion of
J. S. Rittenhouse, president.of the
State Horticultural Association of
"This morning I ate an orange
packed by.your exchange. that: was
as delicious, and juicy.an .orange I
ever ate and it.did: not have a seed,"
wrote Mr. Rittenhouse. "The wrap-
per. had only the. name Mor-Juce
without naming the grower; Now,
my thought is that if there is a tree
somewhere whose fruit is of this
character, it should be searched for.
."The fruit I ate was not of the
navel type. It was.free from seed,
of large size with the skin a little
darker and rougher than. the usual
'Florida orange we get here. ..If the
fruit I had is; characteristic of .the
:tree, it may be a valuable.. one.":'.
March 1, 1931
Marlel i J I IJ I
The Exchange Advertising Program
By JOHN MISCRIP, Advertising Manager
T.' ada who form
fruit. It is the
job of advertis-
ing to reach those people, sell them
on a preference for our product
over competitive fruit to the point
where they specify our brands in-
recognizable and tangible demand..
That .demand must be stimulated in
sufficient volume and consistency to
register its effectiveness in the price
received for these products.
The Florida Citrus Exchange
campaign this season, like all others, -
has been designed to accomplish this i 1u. y
purpose. The funds made avail-
able by growers have permitted a
greater advertising and merchandis-
ing campaign than ever before
ing campaign than ever before Above is a typical display window, one of
created to accomplish these pur- dealer service.. This display is analyzed in t
service." This particular display.was part
poses. the volume of sales for a. store
A grower walked into my office
the other day and made a perfectly
logical request. He said, "I am one oranges. Competitive conditions
of the thousands of growers in this and freight rates are probably the
two most important items in this
state contributing to the advertis- two most important items in this
ing campaign of the Florida Citrus respect. National circulations, there-
Exchange. I believe we need ad- fore, are undesirable in advertising
vertising and I believe that it is a oranges. There is no point in ad-
force which is necessary in market- vertising Seald-Sweet oranges to the
force which is necessary in market- c o et, Wsigo
consumers of Seattle, Washington,
ing our fruit. On the other hand, I c onsumers of Seattle, Washington,
know practically nothing about ad- s ale. Orange advertng, then, isf
sale. Orange advertising, then, is
vertising. I wish you would give me, bought not on a national basis, but
a birdseye picture of what you are b t n n a national bis,
doing." is placed in media which concen-
ong trate their circulations east of the
Most growers undoubtedly have Mississippi River.
the same question in mind which issippi River.
thewhich In line with this general plan,
they would ask if they had the op-. we use Collier's magazine, which
opportunity. we use Collier's magazine, which
pornity has a national circulation of about
Here are just a few of the details 2 million, Liberty, which has a
of the present advertising campaign national circulation of about 2
which I discussed with this particu- million, and Physical Culture, na-
lar grower. tional circulation, 304,000. This
Circulation Factors combined circulation totals nearly
In the first place, advertising 5 million. These media are used
force is. gained through circulation. entirely in the advertising of Seald-
That circulation must be so placed Sweet grapefruit as their circula-
as to reach the consumers we are tions parallel our potential distri-
trying to sell in the markets where bution on grapefruit.
and when we have our products for The only medium having a na-
sale. Obviously, then, we must ex- tional -character, yet confining its
ercise especial care in selecting such circulation in urban markets east of
advertising media which will reach the Mississippi available to us is the
at least'cost the greatest number of American Weekly, published as a
consumers who are able to buy our magazine section of the various
products., newspapers throughout that terri-
In considering this phase of the tory. It has a circulation of over
situation we find that a separate five million per issue. This we are
campaign on oranges and grape- using for oranges.
is desirable. We sell a considerable Circulation Localized
volume of grapefruit in the far west It is interesting to note how these
and throughout southern Canada, circulations of national character
as well as in the more concentrated localize themselves in effect. The
markets east of the Mississippi. combined circulation per issue of
Media having national circulations, the cited media is 10,033,523. Take
therefore, can be used for grape- any one market and determine the
fruit advertising without waste, coverage obtained through the. use
However, certain' factors limit -of:these media and some very inter-
his .widepread distribution or .our esting-figures are presented..
several types installed by the Exchange
his article on Page 7 in the section "dealer
of a campaign in Buffalo which increased
chain more than 200 percent.
For instance, take Baltimore, Md.
Here is a market in whose corpor-
ate limits and suburbs live 185,000
families. The audited detailed cir-
culation statements of these mag-
azines show an average of 18,949
Colliers distributed weekly, 18,265
Liberties weekly, 126,548 American
Weeklies, and 1,895 Physical- Cul-
tures per issue, circulated among
these families. The combined total
is 165,656 circulated among the
185,000 families, or 89.5 percent
coverage. From this percentage
figure must be deducted the dupli-
cation between the circulations of
these magazines. In the case of
these magazines, however, this
duplication is not high, and leaves
us a very good percentage of cover-
age of the total Baltimore market.
Here, then, is merchantable cir-
culation. It is circulation which
can be used by our salesmen and
dealer service men in selling the
Baltimore trade on the volume of
advertising we are doing for them
in their own market. They can
definitely prove a development of
demand for Exchange brands of
fruit from this advertising. It is a
tremendous argument in obtaining
sales for Exchange fruit, even at
higher prices than competitive Flor-
These circulation figures have
been broken down for all car lot
markets of the Exchange by divis-
ions and districts. ,Other instances
may be cited. Pittsburgh has a com-
bined circulation of 164,000 among
172,000 families, or 95 percent cov-
erage. Washington has a combined
circulation of 105,000 among 114,-
000 families, or 92.3 percent cover-
age. Even the smaller towns, such
as Scranton, Pa., with a population
roughly 12 5
in the United
States and Can-
of 33,000 families, has 24,280 cir-
culation, providing 73 percent cov-
erage; Wooster, Ohio, 1,994 fam-
lies, buy and read 1,402 of these
magazines, a coverage of 70 per-.
cent. Thus, regardless'of the mar-
ket in which we are trying to sell
fruit, we have the detailed informa-
;ion as to the advertising picture in
This advertising is supplemented
by a very important addition to the
campaign. A study of American
markets indicates that 30 percent of
the 25,000,000 American families
live in or around, and draw their
food supplies from 20 marketing
centers. It is important, therefore,
to concentrate additional advertis-
ing in these vitally important mar-
kets. This is accomplished through
the use of newspapers, posters and
radio.- These media repeat the mes-
sage carried to the consumers of
these markets in the magazines
used in the Exchange campaign and
constantly hammer home the brand
names and the sales arguments for
the fruit. The repeated use of so
many media with widespread, yet
concentrated, circulations makes
the Exchange advertising message
unavoidable to the consuming popu-
So much for the media we are
using. It is by no means a detailed
picture, but it gives the birdseye
view requested by this grower.
Circulation is one thing, but an-
nther equally important phase of
the advertising force is the copy
used in the space purchased. The
importance of this factor is indeed
vital. Advertising copy can make
a sales campaign or a product either
a success or a failure by its effec-
tiveness or lack of effectiveness.
In considering our product, there-
fore, copy has been designed to pro-
vide the greatest 'possible atten-
tion-getting value, readability and
You can appeal to the individual
fundamentally in several different
ways. You can sell him a product
on the basis that it will improve
his social condition, his health, his
happiness, his wealth or his appear-
ance. Merged with all of these, or
the basis of all of these, is health,
which is probably the most basic
sales appeal which can be made to
And this, fortunately, is one tre-
mendous asset which is behind Flor-
ida citrus. It is one which forms the
basis of all of the advertising copy
used on the Exchange campaign.
Secondary only to this is the brand
appeal. If citrus juices contain the
vitamins, the salts and other qual-
ities which are so essential to health,
then Florida citrus is the fruit to
buy as it contains one-fourth more
juice. The best means of determin-
(Continued on Page 5)
wif-a/l 1 o 1 1
SEALD-SWEET CHRONICLE March 1, 1931
Published twice a month in
the interest of cooperative
marketing and for the infor-
mation of the citrus growers
606 Citrus Exchange Bldg.
Postoffice Box 1108
Net Grower Circulation
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 MAR. 1, 1931 No. 19
Many Florida citrus growers are
producers of truck crops. Also
truck is next to citrus as a revenue
producer of the state. Whatever
affects the prosperity of Florida
truck producers has both a direct
and an indirect interest to the cit-
Florida's success to get protective
tariffs for her winter vegetables is
being threatened now. Speculators
in Mexico, Cuba, Bahamas and other
foreign producing sections are vig-
orously opposing the rates estab-
lished by Congress to help Florida
and other producers of winter vege-
tables. Unfortunately many of
these speculators are Americans
and are able to get the ear of the
government, enough so, in fact, that
an investigation on the new rates
has been ordered by the Tariff Com-
SFlorida truckers, are not asking
for unfair protection, for increases
in rates on importations which will
permit arbitrary increases and big
profits on domestic products. They
ask protection only to balance the
difference in production costs in
foreign sections brought about by
the labor costs and land rentals of
a standard of living far below the
average low standard of this coun-
Failure of this protection, threat-
ens the failure of the truck indus-
try of Florida, or, as an alternative,
,the substitution of a low standard
of living best known as bare exist-.
.Florida truck growers not only
are entitled to support in their
struggle for protection, but the best
interests of the state directly de-
As far as citrus growers of the
state are concerned, the time may
soon come when more- :protection
against growing foreign citrus in-
dustries will be needed. Precedents
established now will determine the
Ft. Myers Tropical News: From
the headquarters of the Florida Cit-
rus Exchange at Tampa comes the
encouraging word that the Exchange
has virtual control of the mid-sea-
son orange crop and can regulate
the market to the immense benefit
of growers provided they do not up-
set the situation by selling out to
What has happened, it develops,
is that the independents and unor-
ganized shippers have cleaned them-
selves out in their frantic efforts to
be first in an over-supplied market.
The Exchange wisely held aloof from
the disorderly cut-throating which
has recently been in progress and
consequently finds itself, according
to C. C. Commander, the general
manager, in control of the remaining
mid-season oranges. This position,
Mr. Commander announces, will be
utilized to bring about a material
improvement in the market, which
he estimates will be worth hundreds
of thousands of dollars to the citrus
-Mr. Commander notes only" one
possibility of an upset and that is
that growers will sell their fruit to
speculators who foresee the ability
of the Exchange to bring about a
rise in prices. These speculators
are now busy in the state telling
growers that they can get them bet-
ter prices and forgetting, of course,
to explain that this is made possible
by the operations of the Exchange.
If any considerable number of grow-
ers fall for that they will simply be
playing into the very hands that
have made the market so far this
season so discouragingly low. Mr.
Commander's advice is for the grow-
ers to hold their fruit until they
can get full advantage of the prices
the Exchange will build up for them
if they play the game wisely and
The situation about to develop
should serve as an impressive dem-
onstration of the advantages of cen-
tral control of the market. Had
the Exchange been as able to regu-
late 'the early crop as it is to domi-
nate the mid-season market the in-
'distry would have escaped' much of
the distress it has suffered. Ex-
change shippers, who have no doubt
been impatient at the restraint
which has kept their stuff on the
Streets, will now reap their reward.
Had they joined in the disorderly
rush they would have got practically
'nothing for their oranges. Now
they can hope for a profit and with
Sit convincing evidence that the solu-
tion of their problem lies in the ef-
fective control which is the aim of
the Florida Citrus Exchange.
Brooksville Journal: If the citrus
growers of Florida would give the
Citrus Exchange a 75 per cent con-
trol of their crop or an even greater
percentage, there would be no cause
for worry on their part as to the
prices they would receive for their
fruit. They should be conscious of
this fact and favor all movements
having this objective.
The American Association of
Economic Entomologists has ex-
tended its formal congratulations
for the work accomplished in eradi-
catinp the Medeterranean fruit fly.:
Its resolution to that effect stated
that the campaign had accomplished
results far beyond expectations and
was one of the outstanding achieve-
ments in the history of economic
Boys of the vocational agricul-
tural classes of Sebring High School
have been given the care of a six
acre neglected grove as a part of.
their practical training.
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.
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.
Minis Citrus Growers Assn.
Nocatee Citrus Growers Assn.
Ocala Fruit Packing Co., Inc.
Orlando Citrus Growers Assn.
L. B. Skinner
H. D. Ulmer, Inc.
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.
31c a Box more because of
i In December there were 815 cars of Florida oranges
sold in the New York auctions, 275 of which were
Brogdexed. The average price paid for non-Brog-
paid for Brogdexed fruit was $ 3.26 a box, 31 cents
paid for Brogdexed fruit was $3'.25 a box, 31 cents
a box more. Much of the Brogdexed fruit was
shipped under standard vent which added from
20 to 25 cents a box more to the net return.
When prices are high and profits good a margin of
31 cents may not seem so important but when
prices are low and you eae barely breakig even,
31 cents a box more becomes a matter for serious
So under present market conditions this 31 cent
margin of safety may easily represent the difference
between a profit and a loss. Many cars are not sell-
ing for enough to pay the cost of packing and
freight while others are not even making the
freight. The extra money realized from the use of
Brogdex in either case would make your settlement
sheets look a lot better.
The installation of Brogdex will put you on a bet-
ter return basis.
Tune in Monday nights at 10:30 Station WFLA
FLORIDA BROGDEX DISTRIBUTORS, Inc.
B. C. SINNER, Pres, DUNEDIN, FLORIDA
March 1, 1931
March 1, 1931 SEALD-SWEET CHRONICLE
(Continued from Page 3)
ing the pick of the Florida crop
The Exchange Advertising Program
by means of the brand designation
MIlE LEGION TO PICK QUEEN -Seald-Sweet or Mor-juce. While
TMO FOR BALL MARCH 23RD the one-fourth more juice argument
MORN.~-I admittedly does not apply on Flor-
-.- ida grapefruit, we do not have the
competition which makes necessary
the regionally competitive argu-
SITS ,', OCIp ment.
S .a.d -..- In the Exchange advertisements
o f this issue and other issues we
have reproduced copy units used on
posters, both 24-sheet and two-
S,. sheet, Collier's Magazine, the Amer-
ICE ican Weekly, and in newspapers. If
they are at hand, you will observe
-a=-.' b' =E that the basis of the copy and art
appeal is that of health, with a sec-
=- ondary feature of the brand name.
--- ^ .- "^'. The copy itself is insufficient, un-
S-_ ~ less it is given sufficient space and
frequency of insertion, to register
on the potential consumer's mind.
00 -On this page we are reproducing
a newspaper page on which have
.--.E been drawn the different sizes of
space used in the present newspaper
campaign of the Exchange.. The
1,100 line advertisement .represents
over half a page, as illustrated.
The 780 line advertisement is dom-
inant because of its one-third page
size. The 375 line advertisement,
used to lend frequency of brand im-
pression, by no means can be lost
on the newspaper page.
This newspaper copy with its
assets of primarily sales argument,
repetition and readibility, is being
used in 44 newspapers in 33 mar-
kets-well over the 20 markets in
which live the 30 percent of the
American population. These news-
papers have a total circulation of
9,158,270. The copy appears in
them two, three and four times a
Where newspaper circulation can-
not be used because the market it-
self may not have a potential which
warrants newspaper advertising ex-
penditures, local radio broadcasts
(Continued on Page 7)
Plant food needs
of crops make the
Rendering One and All
A Sincere Auction Service
Use the "IENNSY to PHILLY"
THE growth, yield and quality of
product produced by plants is nature's manner
of approval or condemnation of theconditions
surrounding its growth.
When a favorable responses obtained from
a fertilizer mixture, it is unwise to substitute
lower-priced materials for the paltry saving of
fifty cents a ton and thereby promote a sub.
stantial loss at harvest time. :
Consequently the established policy of rig-
idly maintaining proven formulas has steadily
increased the demand for Osceola and Inter.
national brands of fertilizer for the past 20
If you believe that different plant food ma-
terials influence crops differently, then permit
us to tell you what our brands have done for
progressive Florida growers.
INTERNATIONAL Aq CULTURAL CORPORATION
208 St. James Bidg. Jacksonville, Pla.
March 1, 1931
GROVE, CROP AND PACKING-HOUSE NOTES
Citrus growers of the Laredo, An i A Foria
Texas, district are practically unani- Analysis O f The Average Florida GrapeFruit t
mous in favor of certified Florida With discussion of solids content, acid and sugar ratios and amount I
citrus stocks and efforts are being of juice so prevalent at this time, an analysis of the average grapefruit a
made in that territory to get the will be of special interest. An analysis was made for the Florida Citrus t
state to lift its quarantine against Exchange several years ago, which is presented below. I
Florida nursery stocks. If the Care should be taken to remember that this analysis represents the I
quarantine is lifted, it is estimated average grapefruit, considering size and also the various sections and P
that between 25,000 and 50,000 differing quality of each. Analyses were made of eight representative n
Florida citrus trees will be added to grapefruit, running in size from 36s to 96s. There was one of each size,
plantings in the district. The Lare- excepting 54s, of which there were two. An average was taken of the
do Chamber of Commerce has joined eight to represent the average fruit. Following is the analysis: b
the growers in their efforts to per- Average weight of one grapefruit - - - - - 627 grams g
mit entry of Florda trees. Average weight of skin and pulp of one grapefruit - - - 312 grams V
Average weight of juice of one grapefruit - - - - 315 grams (
A substitute for wraps and wrap- Percent of Juice - - - - - - - - 50.3
ping fruit which resembles closely Percent of Skin - - - - - - - - 49.7
Average volume of juice in one grapefruit - - - -- 282 cc
the fillers used to pack eggs has volume of juice in 100 grams of grapefruit - - - - 45 cc a
been placed upon the market. It Specific gravity of juice - - - - - - - 1.118 r
consists of fillers with square spaces Total solids grams per 100 cc juice- - - - - - 9.98 grams
ir which the fruit is placed and a Total solids grams per 100 grams juice - - - - - 8.93 grams
Total solids grams per grapefruit - - - - - 28.1 grams d
base sheet upon which the fruit Soluble solids grams per 100 cc juice - - - - - 9.61 grams O
rests and also is kept from contact Soluble solids grams per grapefruit - - - - - 25.04 grams
with other layers. The filler and Total Acid (Citric Acid) grams per 100 oc juice - - - 1.376 grams
base is made of heavy paper. The Total Acid (Citric Acid) grams per grapefruit - - - 3.88 grams
Combined Acid grams per-100 cc juice - - - - - 0.210 grams
standard box used with this filler Combined Acid grams per grapefruit - - - - - 0.594 grams
will carry 10 percent less fruit than Free Acid grams per 100 cc juice - - - - - 1.166 grams
the present wraps and pack. Free Acid grams per grapefruit - - - - - - 3.286 grams
Total sugars invert grams per 100 cc juice - - - - 7.21 grams
Total sugars invert grams per grapefruit - - - - 20.3 grams
A young grove on a new root Ratio total sugars to total acidity - - - - - 5.24
stock, Cleopatria spice mandarin, Ratio total sugars to free acid - - - - - - 6.18
in Manatee county, is showing fine Protein grams per 100 cc juice - - - - - 0.438 grams
s ad i a c Protein grams per grapefruit - - - - - - 1.237 grams
progress and is attracting consider- Ash grams per 100 c juice 0.402 grams
able attention. The grove belongs Ash grams per grapefruit - - - - - - - 1.182 grams
to the Royal Palm Nurseries. The ANALYSIS OF ASH
root Utock is the choice of the late P205 (Phosphates) per 100 cc juice - - - - - 0.052 grams
E. N. Re er, who pre d an P205 (Phosphates) per grapefruit- - - - - 0.142 grams
E. N. Reasoner, who predicted an CaO (Lime) per 100 cc juice - - - - - - 0.042 grams
unusual future for it. The grove CaO (Lime) per grapefruit - - - - - - 0.1184 grams
is two to three years old. The trees K20 (Potash) per 100 cc juice - - - - - - 0.221 grams
have shown exceptionly growth the K20 (Potash) per grapefruit - - - - - - 0.623 grams
past year and some are bearing. Fe (Iron per 100 ccjuice - - - - 0.0002 grams
Fe (Iron) per grapefruit - - - - - - - 0.00056 grams
Residues Soda-Magnesia, Chlorine, etc., per 100 cc juice - - 0.088 grams
Polk county won first prize in the Residues Soda-Magnesia, Chlorine, etc., per grapefruit - - 0.24804 grams
The Senate has passed and sent
o the House, the bill of Senator
Park Trammell for an investigation
nd report on losses connected with
he 'Medfly eradication campaign.
& similar bill in the House by Mrs.
Ruth Bryan Owens has been re-
orted favorably by the House com-
Secretary of Agriculture Arthur
1. Hyde has approved the Trammell
ill and has recommended to Con-
ress to authorize $50,000 for the
vork. He also has approved Mrs.
Board of Five
The Trammell measure proposes
board to be appointed by the Sec-
etary of Agriculture and to be com-
osed of two representatives of the
department, two from Florida and
ne at large.
Iamanl a mRI
citrus competition of the South The Florida Orange Grove Con- Elfers association has forwarded "Old R(
Florida Fair at Tampa. Manatee pany, affiliated with Marion Sub-Ex- a car of grapefruit to the drought control ft
county was second and Marion coun- change, expects merchantable pro- sufferers of Arkansas, consigning
ty was Third. duction of 20,000 boxes from the the car to the Red Cross at Cleve- KILLS
Polk's rating was 978 points of in citrus groves near land, Miss., where it wil be diverted
a possible 1,00 Manatee was only Ocala this season, compared with to points where it is most needed. A
39 points behind Polk. 4,500 boxes last season. Much of The fruit was contributed by the "Black L
Point rating of the Polk exhibit i goe. "a
,Flavor and texture of fruit, 138; the acreage is not in bearing. growers. by direct
uniformity and sizing, 75; absence Part 0 acres between Cler- OR CONTROL OF in extra
of frost injury, 146; condition of tine Fumes
container, 50; condition of pack, month, Oakland and Howey-in-the- M ELANOSE CAB of protect
100; freedom from blemishes, 49; Hills, acquired by the Central Flor- MELSB o rom
workmanship and finish, 49; ar- ida Fruit Farms, Inc., will be de- Spray your trees withVOLCK
rangement, 49; labeling, 75; use of veloped into citrus groves and the orLEENUP combination
most varieties, 24; composite story balance in grape vineyards. Bordeaux. A y eary Ask your
of display, 25; variety, major, 75 wiBordeaux. Apply
per cent; variety, minor, 25 ESTABLISHED 1847 in spring.
WRITE FOR SPRAY BULLETIN "BL/
A new citrus section enters the H. HARRIS & CO. CALIFORNIA SPRAY-CHEMICAL CO. in sev
market arena this season with the 61WestJefferson Saeer,
shipment of the first car out of Fruit Auctioneers ORLANDO .PLORIDA
Loxahatchee area, between Lake Fruit Auction Terminal
Okeechobee and West Palm Beach. Rutherford Avenue VOLCK
Here 900 acres of groves have been Charleston DistrictVOL
brought to an average of five and BOSTON, MASS.
a half years of age by George F. JUNIOR
Bensel and associates. Twenty-five Catl. S.Dm eMr d. k L Springdord KLEEN
more cara.of citrus probably will be. M E,
Leaf 40" is the
orAphis and Thrips.
eaf 40" kills not only
contact (hitting) but
measure by the nico-
. This "extra measure"
iion you cannot obtain
CK LEAF 40"
oral package sizes
& Chemical Corp.
March 1, 1931
March 1, 1931 SEALD-SWEET CHRONICLE
(Continued from Page 5)
arc purchased. These have been
used very successfully in upwards
of 20 to 25 secondary markets.
The radio broadcasts are written
primarily on the health appeal, but
always tie in the brand names
used by the Exchange in the identi-
fication of its fruit.
In New York and Chicago, the
two markets the auctions of which
probably govern prices more than
any other individual markets in the
country, carry still another phase
of the advertising program. Easily
75 percent of the entire population
of these markets travel on the sub-
way or elevated lines some time
during the week. These stations
are blanketed with a barrage of Ex-
change advertising on both oranges
and grapefruit. This is a particu-
larly merchantable phase of adver-
tising as it is useful and readily
understood in trade contact work.
Such is the advertising to the
consumer. It may be the best avail-
able, yet it is utterly incomplete
unless it is merchandised thorough-
ly to the trade, who must stock the
fruit we are thus advertising. This
intermediate merchandising or sales
work is accomplished through what
is known to the state as dealer
service crews. These men form the
connecting link between the jobber,
who is contacted and sold by the
sales department, and the consumer,
who is reached by the advertising
The primary purpose of the
dealer service men is to call on and
sell the preferred retailer customers
of the Exchange car lot buyers.
They thoroughly acquaint this trade
with the advertising being done,
both nationally and locally, and, in
addition, supply his store with
branded display material which
identifies it to the consumer as a
distributing unit of the product ad-
vertised. The work of these men
may call for the installation of a
complete window display or wall
display, the re-arrangement of the
fruit display itself or direct con-
tact with jobbers in an effort to
get them to handle Exchange
All of this work is a vital phase
of the Exchange merchandising
program. Reproduced on Page 3
is one of the window displays in-
stalled by a dealer service repre-
sentative which illustrates the com-
plete detail covered by this phase
of the program. The window fea-
tures, first, the fruit itself; second,
the brand or brands of fruit ad-
vertised and third, the price. Win-
dow displays of this character have
been checked thoroughly and are
known to have increased retail sales
through the retail outlet anywhere
from 100 to 500 percent.
Route Your Perishable Traffic
BALTIMORE & OHIO RAILROAD
NORTH OF POTOMAC YARDS OR CINCINNATI
PHILADELPHIA AUCTION COMPANY
BALTIMORE FRUIT EXCHANGE(Auction)
OPERATE AT. BALTMOxE, a OHI0o TxRMN A
The purchase of this display ma-
terial and the proper distribution
and installation of it is just another
and one of the" least spectacular
phases of the Exchange advertising
Advertising and sales effort must
go hand in hand if either is to be
fully effective. The cooperation of
the sales department has been very
valuable in the placing and handling
of the program and the close co-
ordination of the field force with
the dealer service has had a ma-
terial influence in widening our dis-
Supplementing this entire adver-
tising effort are two factors which,
while apparently unimportant, are
nevertheless vital in the complete
picture. I refer to the new health
booklet published by the Exchange
which presents in semi-technical de-
tail the various reasons why citrus
fruits are beneficial for health. It
The Exchange Advertising Program
Increase of Grade!
Increase of Market Price!
Protection Against Blue Mold!
A new patented process for the cleansing,
polishing and protecting citrus fruits against
mold is now perfected and offered .to packers
of citrus fruits at one-third the cost of other
This process is the IACO, which is based
upon a non-poisonous material which enters
the pores of the fruit and loosens all foreign
matter, kills spores of rots and molds and
then forms an invisible film which protects
against reinfection during shipment.
The IACO method also gives a natural high
luster to the fruit which increased the grade
from 15 to 20 per cent and increased the
market price from three to four times the
cost of the process.
The IACO process has been thoroughly
tested during its experimental period of de-
velopment. Over 4,000,000 boxes of fruit
were treated by this process before it was
offered to the public.
Patent Owners and Distributors
of the "I A C 0" Process
for Cleaning, Polishing and Protecting Citrus Fruits
Jacksonville, Fla., Winter Haven, Fla.
203 St. James Bldg.
goes into detail in explanations as
to why the constant use of citrus
juices is desirable as a prevention
and cure of colds and influenza, as
a general body builder, as a cor-
rection of teeth ailments, as a
weight reducer, etc.
These booklets are mailed on di-
rect request on signed coupons car-
ried in the magazine advertise-
ments. Upwvards of 20,000 such
booklets have been mailed so far
this season to persons who have
been sufficiently interested by the
advertising to write for their copy.
The second factor above men
tioned is the home juice extractor.
It is an extractor designed to assist
the housewife in the easy extrac-
tion of orange and grapefruit juice
for use by her family. Handled as
a premium, it is distributed at cost
throughout the country. The unit
repeatedly increases the consump-
tion per person and per family of
citrus fruit.' In the past four years
nearly 75,000 of these extractors
have been sold.
March 1, 1931
SEALD-SWEET CHRONICLE March 1, 1931
C t ouumb I
Drivuk tIue haIIti in
0 va 'a11.ges
-.- ISvv ee.. t
- .. r
1:. ,,,~ r
''' ~ ~' "'~
I ;- '""~*"
i( "' . ;" "--
I . .. --
"- "' "" j
The Strongest Campaign Ever Released
On Florida Citrus Fruit
.. _Jepr.ducedahove are-specimen pieces of copy being
used in the. newspaper phase of the tremendous Ex-
change advertising campaign on Seald-Sweet and Mor-
juce Florida fruit. This copy is appearing in 44 news-
papers in the 33 largest markets in the country. These
papers have a combined circulation of 9,158,270. Two,
three and sometimes four insertions of large size space
per week are used.
Added to this tremendous circulation is over 10,000,000
additional in the: national publications American
Weekly, Liberty, Collier's and Physical Culture.
Huge outdoor 24-sheet posters in 25 cities of the east
and middle west will be seen and read by many more
millions. Posters in the New York subway and Chicago
elevated add a circulation of 5,000,000 more.
The aggregate effect gained in the repeated use of these
many media assures Florida growers of effective sales
contact with over half of the. consuming families in the :
Not only is the market literally blanketed by Exchange
advertising, but the advertising itself takes oranges and
grapefruit right out of the luxury class and makes them
necessities-for the teeth, for colds, for the general
health of the nation.
Here is a tremendous force of publicity in magazines,
newspapers and posters. Every dollar's worth of that
consumer advertising.. is merchandised effectively
through our dealer service crews, which are operating in
every important market available to Florida, citrus.
Here is a campaign created by Exchange growers on a .
scale never before attained. It is the largest and most
far-reaching advertising and merchandising program"
which has ever been put behind any specific brand or
brands of Florida fruit.-And its effect on prices is .
already being felt.
FLORIDA CITRUS EXCHANGE
March 1, 1931
----- -. ....
-- - --