S I C C. YONGE.
'?4 E. JACKSON ST.,
Seald Swee onicle
"FLORIDA'S ONLY C r *Ng PER"
Entered as Second Class Mail Matter
Vol. VI sUBSCRIPTION PRICE 50 CENTS PER YEAR TAMPA, FLORIDA, MAR. 15, 1931 at the Post Office at Tampa. Florida NO. 20
Under the Act of March 8, 1879.
M. M. Slayton, production man-
ager for Floridagold Citrus Cor-
poration, has been engaged by the
Florida Citrus Exchange as produc-
-tion manager for the- cooperative
i~ 'an7Tri "plants affiliated with the
Mr. Slayton has been connected
with the citrus canning deal for
many years and is considered one of
the most experienced in plant op-
erations in the state.
He will continue in his present
position with Floridagold for the
balance of the season under ar-
rangements which allow him to give
part time to the cooperative can-
ning operations of the Exchange.
The cooperative canning develop-
ment is to be carried on through
association companies but the Ex-
change is given supervision of the
plant operations as well as exclusive
sale of the product.
One of the most important activi-
ties wil be to promote economy and
efficiency in the plant operations
and to maintain uniform and high
standards. It will be the duty of
Mr. Slayton to assist the several co-
operative canneries to operate in,
L: tL..62igier and nake the Exchnge
"-'canned product the best in its field.'
The product will carry the brand of
the Exchange and will be advertised
as an Exchange product. This will
require that there will be no dis-
"Eat More Citrus"
Arcadia Chamber of Commerce
is printing the slogan "Eat More
Citrus" upon the envelopes of busi-
ness concerns of the city. to help
broadcast the slogan throughout the
country. More than 87,000 en-
velopes have been "sloganized" and
calls for more are being received by
the Chamber for the service.
V FLORIDA ORANGES
The Pacific Fruit Exchange, large
deciduous corporation of the Pacific
Coast, has renewed arrangement?
to use' the Fl'orid :Citrus Exchange
sales organization for the marke-t-
ing of its product during the sum-
mer months when Florida citrus is
off of the markets. Scott F. En-
nis, president, recently was in Tam-
pa to close arrangements for the
This will make the fifth consecu-
tive season that the Pacific Fruit
Exchange has engaged the organiza-
tion of the Florida Citrus Exchange.
High tribute was paid to the Citrus
Exchange sales organization by Mr.
The Pacific Exchange has several
thousands of cars of fruit each sea-
son, including apples, pears, peach-
es, plums, cherries, apricots and
grapes. The distribution of this
volume through the Citrus Exchange
organization enables the Citrus Ex-
change to keep a full sales organi-
zation intact thruogh the summer
at no expense to the citrus grower-
California Oranges In Florida
A few Floridians recently had the
unusual opportunity to compare Cali-
fornia oranges with those of Florida
at first hand--within Florida. It all
happened through an oversight.
Recently, California oranges, neat-
ly wrapped and boxed, were sent by
mail to hundreds of the wholesale
trade qs an advertisement of citrus
,were i-.cided in th nWIaitHg list
though the state law forbids the
entry of fresh California fruit.
The postal department in Florida
noted the violation and informed the
Plant Board, but was compelled by
regulations to deliver to addressees.
Further mailings, however, were im-
mediately stopped with apoligies
from the senders. No harm is ex-
pected to those Floridians who got
a taste, and according to comment
no harm to Florida oranges from the
Eight hundred acres in the Mel-
bourne-Tillman drainage district
have been purchased for grove de-
velopment by Herman Zapp and J.
H. Smith of Cleveland. Work will
start soon on ditching the tract and
preparing it for planting. There are
about 1,000 acres in young groves
in the district.
Orange Sub-Exchange At Central Florida Fair
Above is the beautiful exhibit of the Orange Sub-Exchange at the Central Florida
exposition at Orlando, last month. The exhibit is in the center of the Agricultural
hall. Note "Miss Seald-Sweet" atop the pedistal.
Plan Long Haul
For Fla. Citrus
Should the present trend continue
and plans now under way be con-
cluded, Florida growers will see in
a'fc:w seasorsma reg'~ila, efablished':' "
truck service throughout the whol'
market*area east of the Mississippi.
While this'indicated development
is the outgrowth of the tremendous
bulk movement of this season,' i -jis,'
not being founded upon similar con--
ditions. The fundamental influence' ..
are the experiences of this season',
in truck movement and the high':
railroad rates. The profitable ex-
perience of the truck transporta-?'.
tion, after due allowance for the' .
abnormal low prices for the fruit,,?.
has awakened business interest in:.:,
Some now in the trucking busi-',:
ness plan to make it permanent, .-,:
substituting packed fruit for the.'
bulk now carried when the bulk
'movement stops.. Others, who have-
been closely connected with the
truck movement, are laying plans
for an established service to large
users in the main markets.
Hauls to Michigan
One trucker has been making reg-
ular trips between Michigan and
Florida, a. distance of approximately
'r^2OW if les6To'r 'mhoinTis? M hiai-'- f ""e
built up such a profitable business
that he plans to make it permanent
This trucker has developed a
steady trade in the small, out-of-
the-way communities of Michigan
which are rarely reached by the
established trade. He uses high
grade equipment and carries 200
boxes a trip. He makes a moderate
profit out of the difference between
his cost for transporting the fruit
and the regular freight charges
also the commission usually allowed
the broker and the customary mar-
gin of the wholesaler, amounting to
about 50 cents a box. In addition
he makes whatever margin above
these allowances that his trade pays.
This transportation and distribu-
tion development can fit in with
proper merchandising methods
though it holds the same dangers of
disorganization that present distri-
bution methods have.
SEALD-SWEET CHRONICLE March 15, 1931
Indian River Sub
Forced To Expand
Indian River Exchange Canneries,
Inc., subsidiary of the Indian River
Sub-Exchange, has already started
an expansion program though its
new plant at Ft. Pierce has only
been in operation a few -weeks. The
company has leased the Van Ness
cannery at Cocoa through which it
will serve the northern section of
the Sub-Exchange which includes
Cocoa-Merritt Island, Mims and Oak
The leased plant has a daily ca-
pacity of 500 cases. The Ft. Pierce
plant with additional installment of
equipment recently has a capacity
of approximately 1,200 cases a day.
Forced to operate at reduced ca-
pacity at the start, the Ft. Pierce
cannery produced more than 5,000
cases in the first two weeks. It has
been operating since then at a rate
of more than 600 cases a day and is
speeding up as fast as possible.
Canning of grapefruit juice has
been added to operations with the
installation of two juicing units.
On the completion of a small addi-
tion to the main building, ten addi-
tional units will be installed.
Dealer Service Portfolio
That all members of the Exchange can see
for themselves the extent and versatility of
the national advertising program, a copy
of the dealer service advertising portfolio
has been sent to each Sub-Exchange and
Association office. This portfolio is used
by the dealer service to show the trade
what the Exchange is doing to build de-
mand for Florida citrus and to make sales
easier for the customers of the Exchange.
Above is illustrated the cover of the port-
folio and the instruction page for the deal-
er service and sales force. Elsewhere ap-
pear reproductions of other pages in the
Coast Line Displays Seald-Sweet In New York
i- -- -
Above appear two displays of Florida Citrus Exchange fruit appearing in the New York
offices of the Atlantic Coast Line Railroad. One is placed in the window for the passer-
by, of whom there are thousands daily who view it. The other is the interior display
for those inside the office, also seen by thousands. Both displays add accumulative value
to the impression of the Exchange brands and pack upon the minds of potential consum-
ers and present users.
From Growers on
Florida apparently has several or-
ange trees fruiting a seedless orange
of the non-navel- type, which pos-
sibly may be the one which at-
tracted the attention of J. S. Rit-
tenhouse, president of the State
Horticultural Association of Penn-
sylvania, whose letter was reprinted
in the Chronicle of March-1.
John A. Clark of Bee Ridge re-
ports a tree which he had presumed
before this year was one of the Va-
lencias among which it grew. The
fruit he had sampled had no seed
and a few left on the tree also had
no seed when he tested them after
reading the Chronicle item on the
seedless orange. The fruit from this
tree was shipped earlier this season,
Mr. Clark said, as he noticed it ap-
peared too ripe for Vaelncias at the
time he was picking his Pineapple
Richard Compton of Orlando, Fla.,
believes the seedless orange may
have come from his grove of Con-
nor's Seedless. During the latter
part of February 700 boxes of this
variety were shipped.
L. B. Taaffe of Winter Haven
and Edward Douglass of Gardner
both report trees which produce
seedless oranges, but also have some
with seeds, though the seeds per
fruit are very few. Only one in
10 of the oranges from some trees
resembling Pineapple have seed and
these never more than two, Mr.
Douglass reported. Mr. Taaffe
stated the fruit from a tree in his
yard produced some seedless oranges
while the seeded fruit had only from
two to five seeds.
]FORCE YOU"D IN
To Reach Huge
The canned grapefruit pack this
season will total over 3,000,000
cases and possibly may approach
closely to the maximum of nearly
4,000,000 cases originally estimated
It is estimated that 2,500,000
cases have been canned at this time
and allowing only 150 cases a day
for each of the 52 canning plants
for the rest of the season would
add 500,000 cases more. It is more
probable that the average will be
All the Exchange cooperative can-
ners are operating at about capacity
and it is presumed that most of the
other canneries are running at a
fair rate. The DeSoto cooperative
cannery has been operating day and
night, while the Indian River plant
at Ft. Pierce has steadily added
equipment to its original facilities
and recently leased a second plant
at Cocoa. The cooperative cannery
of the three Lake Sub-Exchange as-
sociations also is operating at a good
The situation in the canning in-
dustry has improved and it is ex-
pected that this improvement will
continue. No difficulty is expected
in disposing a fine volume from now
It is believed by some that de-
mand has increased this season to
such proportions that the capacity
of 5,000,000 cases of the Florida
plants will not supply the require-
ments if the demand is maintained.
SAMlons laLd to learn
Millions glad to learn
..kengrde/iem/ean mone..imr*erer esun,
Just how much attention do Exchange advertisements draw? Most every grower
member has this question in his mind. It is also a primary question which the Ad-
vertising Department directs to each piece of advertising and here is one way in
which it is answered.
Note in the above advertisements near the lower left corner are coupons. The one
in the advertisement to the left tells of the new health booklet and asks the reader to
send for one. The one in the right advertisement tells about the handy efficient new
juice extractor for $1 and asks the reader to buy one.
And here is the result. Nearly 25,000 booklets already have been ordered though
advertising was started only shortly before the first of the year. And, though it in-
volved spending $1, over 3,000 persons have sent an order for the juice extractor.
Since the advertisement first appeared in February orders have come in at the rate
of 100 a day. The extractor offer appears only in magazine advertisements while the
booklet coupon is included in some newspaper advertisements as well as in the
Orders for both have been received from every state 'and every foreign country in
which citrus fruits are consumed.
Checking-Up On Exchange Advertisements
March 15, 1931
March 15, 1931 SEALD-SWEET CHRONICLE
tribution of fruits
has been a wide-
ly discussed sub-
ject for many
years and many .
of the ills and -
mistakes in mar-
keting have been ,
charged to im-
tion. I am wondering how many
growers in the state have really
taken the time to analyze fully the
distribution of their fruit from a
national standpoint, taking into
consideration the many factors
which enter into the problem.
Conditions throughout the coun-
try within the last decade have un-
dergone a noticeable change which
has completely changed the picture
of national distribution and necessi-
tated a new program of operation
on the part of shippers in all pro-
ducing sections to meet the demands
of these changed conditions. There
is hardly a section of the country at
the present time which does not
have good roads. Hard-surfaced
roads extending in all directions
throughout the country, together
with the rapid development of truck
transportation, have brought ma-
terial changes in the distribution of
Smaller towns throughout the
country are being supplied regular-
ly from the large terminal markets,
and fruit is getting a much wider
distribution in all consuming centers
because of truck service. Trucks
are also moving out from medium
size cities throughout the country,
supplying small towns within a ra-
dius of several hundred miles from
their point of operation. This ten-
dency has developed a greater vol-
ume in carlot business in the medium
to large cities throughout the coun-
try and has rapidly increased the
distribution from such large ter-
minal markets as New York, Phila-
delphia and Chicago.
Relieves Large Markets
The truck method of distribution
has been the means of not only wid-
ening the consumer demand for
fruits, but has also had the advan-
tage of relieving the large terminal
markets of supplies which formerly
congested those markets in periods
of peak movement from any pro-
ducing section. The large auction
markets of the country are becom-
ing a very important factor in the
matter of national distribution and
are fitting into the operations of
both the chain stores and the truck
distribution to other jobbing and
retail outlets in such a way as to
reduce the cost of handling to a
point where much greater buying
power on the part of the consumer
is accomplished. Where the reduc-
tion in the cost of transportation,
both by rail and by truck, in hand-
ling is an important factor in the
matter of national distribution, it
is also true that prompt delivery of
fruit from the grove to the con-
sumer is equally as important in ob-
taining better values to the pro-
The matter of waste has always
been an important factor to reckon
with in the handling of perishable
fruit and, where improved methods
of transportation and edlivery of
fruit eliminate to a large extent
delay and extra handling, this waste
is reduced to a minimum and the
advantages accruing therefrom are
passed on back to the producer, to-
gether with the advantages gained
through a lower cost in transporta-
tion and other handling charges.
Influence of Large Markets
The large terminal auction mar-
kets of the country are, at the pres-
ent time, and will become, more m-
portant as market barometers in the
sale of fruit. These markets owe
their rapid development to the fact
that they are located in heavily
populated areas and thereby con-
trol to a large extent the buying
power of the country. Their influ-
ence is felt to a considerable de-
gree in all surrounding territory,
and any program of national dis-
tribution must take into considera-
tion the supplying of these markets
in proportion to their ability to ab-
sorb at prices which represent full
harket value for the fruit offered.
On this page appears a map of
this country which illustrates this.
This map is a population, or con-
sumer power, map with cities and
states drawn on a scale based upon
population. You will note the domi-
nance of the various cities over the
state area and also the greater popu-
lation size of some states and sec-
tions as compared with others. It
is interesting in this connection to
note that the wide distribution of
Florida fruit extends from the mid-
western section to the southern and
eastern sections of the country.
While the territory west of Chicago
covers an immense area, the popu-
lation is considerably scattered and
the consuming ability as a whole is
A satisfactory plan of distribu-
tion, therefore, must contemplate
the development in not only the
medium size markets, but the smaller
markets of the country, to absorb
their proper percentage of the total
carlot movement and not at any
time to overload the large terminal
markets with such supplies as will
break down the price structure and
result in correspondingly lower val-
ues being obtained throughout the
country. The large auction mar-
kets of the country are composed of
several hundred buyers, each seek-
ing to satisfy a particular class of
trade which they have developed
through their trade contacts in that
market. Many of these buyers are
in position to pay top prices for
fruit to satisfy the wants of a dis-
criminating trade who are willing
to pay for quality fruit. There are
also buyers in these markets who
are satisfying the wants of a less
exacting trade and are purchasing
the average run of good quality
fruit at the prevailing market
prices. There is also the buyer who
is purchasing the poorer grades for
In the case of all classes of buy-
ers in the auction markets, the mat-
ter of supply and demand is the un-
derlying factor in the determina-
Z" -- p"1 m
\Al .4.. .4 mop.. ..M..
This is the way the 48 states would look if their areas were determined according
'to their population. Note how the larger cities dominate their states, particularly
New York, Philadelphia, Chicago and other auction markets. Yet growers are advised
by uninformed to avoid the auctions which are the main source of supply of the trade
in those cities. Notice also how the eastern half of the country so completely dom-
inates the rest in population which means consuming power.
Factors In National Distribution OF Citrus
By FRED W, DAVIS, General Sales Manager
tion of prices obtained, and it is
obvious that the distributor should
so regulate his offerings in these
markets so as to satisfy the require-
ments of the trade and maintain
prices in line with market values
throughout the country.
On the other hand, the carlot buy-
er in the small market must gauge
his purchases to meet the demands
of all classes of trade and must
necessarily purchase a type of fruit
which will permit him to satisfy his
trade within a nominal price range.
The buyer of high grades at pre-
mium prices in the smaller markets
is necessarily limited, which opens
a wide field for the distribution of
a general run of good quality fruit
which fully satisfies the needs of
his community and returns better
prices than the same fruit would
bring in the large markets if forced
into these markets in competition
not only with high grade fruit from
the same producing sectoin, but an
oversupply of average good quality.
The plan of national distribution
thus resolves itself into not. only a
study of the conditions within the
state, but a careful analysis of the
buying requirements throughout the
country so as to place all fruit where
the demand exists and the highest
values can be obtained. In the
sales structure of the Exchange,
these conditions have been carefully
considered and our division and dis-
trict territories have been os organ-
ized as to give this organization
complete sales coverage and per-
sonal sales contact in the territories
where our fruit moves into the heav-
Conditions throughout the coun-
try, from an economic standpoint,
also have an important bearing on
the marketing problems from year
to year. Take the present season
for example. Industrial conditions
in the large terminal markets have
been worse on the whole than con-
ditions in the medium and small
size markets. Many people have
been out of employment in the
larger cities and the buying power
has been effected to a considerable
It has, therefore been necessary
in the operations of the Exchange
'this year to widen our distribution
and encourage development of car-
lot markets wherever possible in
sections where economic conditions
have been more favorable and bet-
ter prices could be obtained. A
wider distribution has also been
necessary in view of heavy produc-
tion in all producing centers which
naturally look to the large markets
:to absorb a considerable portion of
their fruit in competition with ours.
Our policy of expansion into all
sections of the country has. been
accomplished through intensive
sales, effort, advertising campaigns,
and direct follow-up work through
(Continued on Page 5)
March 15, 1931
SI~ALD-SWEET CHItONICLE March 15, 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. 15,1931 No.20
Whether or not it is noticable this
season, orange demand is due for
an increase which should mean mil-
lions to citrus growers.
This prediction is based upon the
intense interest which has been
aroused throughout the nation by
the pronouncement that a pint of
orange juice a day will solve the
dental problem and incidentally
general health. The dictum came
from Dr. Percy Howe, head of For-
syth Dental Infirmary of Boston,
after years of research work with
humans as well as monkeys and
Probably every newspaper in the
nation has carried the statement of
Dr. Howe and a report of his obser-
vations. Many are giving it featur-
ed attention. Next to the vitamin
discovery, probably no other factor
for health has received the public
interest that has been accorded the
"pint of orange juice a day."
The prospects for its adoption
generally could hardly be brighter.
It is not a noxious medicine which is
prescribed, but one already estab-
lished as one of the refreshment
delights. It is simple to obtain and
so inexpensive as to be within the
reach of all. It has a glamor of
romance, history and inherent beau-
ty attached. Milk, a world's food,
greatest rival of orange juice, gained
its renown with less in its favor
than has orange juice.
Dr. Howe has brought out that
orange juice is an essential to pro-
perly developed childhood, the most
cherished aim of every parent. This
incentive alone will increase use of
orange juice and multiply consump-
tion many times.
The possibilities are quickly dis-
cernable if the recommendation is
applied to figures. One pint of
orange juice a day per person would
require at least 3,750,00 boxes of
oranges a day to meet the require-
ments of this country's population
of 120,000,000, The needs for the
year would total 1,300,000,000
boxes which would require more
than 6,000,000 acres of bearing
groves at an annual production of
200 boxes to the acre which is
above the present average. This
would take all the citrus land of the
Cooperative canning already is
showing a marked influence upon
citrus growers with indications that
it will be a big factor in helping
the Exchange increase its grower
membership and attain adequate
-control of the crop, reports Manager
H. L. Carlton of Charlotte Sub-Ex-
Charlotte and DeSoto Sub-Ex-
changes are now operating a co-
operative cannery at full capacity.
Though it only started a few weeks
ago, it has aroused the interest of
the growers and is making them
look more seriously upon coopera-
tion, Mr. Carlton said. It is proving
to them, he stated, that cooperation
allows a special effort in their be-
half which is not forthcoming from
A number of non-member grow-
ers have sought to have their fruit
taken by the cooperative cannery.
Seeing cooperative growers get a
return from fruit which the out-
side growers are getting nothing on,
they get a concrete example of the
benefits of organization and are less
inclined to criticise. This coupled
with a comparison of the prices the
Exchange growers have gotten with
the prices they received is making
the non-member grower "sit up and
take notice," Mr. Carlton reported.
Several, new faces are likely to
be seen upon the Federal Farm
Board this summer. Alexander
Legge, chairman, appears to have
determined definitely to withdraw
to private life and C. C. Teague of
California, seems likely to follow the
same, course, while the terms of
Sam R. McKelvie and William F.
Shilling, representing wheat and
dairy products, respectively, expire
in June. Nothing definite is men-
tioned about the plans of the latter
James C. Stone, vice-chairman
and representative of tobacco is be-
lieved to be slated to succeed Mr.
Legge as chairman. It is not ex-
pected that his succession to leader-
ship of the board and the filling of
vacancies will materially change the
policies of the board,
*Hundreds of visitors to the South Florida Fair stopped at the Exchange organization
booth shown above to discuss citrus and the conditions in the industry. The booth
contained specimens of Exchange advertising and dealer service materials, extractors,
and copies of several booklets explaining the Exchange organization and cooperative
marketing. At one side of the Exchange booth, not shown in the above was a
demonstration exhibit of the National Juice Dairy with samples of the frozen juice
product it is placing upon the northern market this month. M. Martin Kallmann,
economist, visiting Florida this winter, and Mrs. Kallmann handled the booth
Rendering One and All
A Sincere Auction Service
Use the "PENNSY to PHILLY"
March 15, 1931
March 15, 1931 SEALD-SWEET CHRONICLE
Factors In National Distribution OF Citrus
(Continued from Page 3) of fruit which is heavier thai
dealer service men, and has enabled trade outlet will absorb. The
this organization not only to spread per on consignment has lost co
the sale and consumption of Florida of his being able to maintain a
fruit, in many new markets, but has market price for his fruit an
increased our volume distribution only succeeded in causing a fu
in markets which formerly handled depressed condition in wha
a comparatively small amount in market he is operating.
proportion to their population and The popularity of Exch
consuming ability. By encouraging brands throughout the count
the development of f.o.b. business increasing and the volume we
in the medium and small size mar- been able to distribute in all
kets, we have not only increased kets, both large and small,
the popularity of Florida fruit over tribute to superior Exchange
a wide area, but have relieved to a ice and a definite policy of nat
large extent an over-crowded con- distribution which takes into
edition in the terminal auction mar- consideration ability of all ma
kets of the country which would -o absorb under conditions
have resulted in many "red ink" mnay exist in those markets, p
sales had not such a policy been superiorr service from the gi
successfully carried to a conclusion, right on down to the consume
Relieving Auctions As the volume, of the
Recognizing the fact that the through the Exchange organize
large auction centers of the coun- increases to a point where v
try have a definite buying power for -ontrol can be accomplished, a
certain classes and grades of fruit, orderly distribution of the e
these markets have been an im- movement can be perfected. I
portant factor in maintaining the readily be seen that one large
high price level for this fruit. The ganization, national in scope,
relief of the auction markets of a very facility for the proper
large surplus has enabled them to ing of orderly distribution c
handle their proper percentage of made of great value to the gr
all grades of Exchange fruit and of the state and the industry
has had a stabilizing effect on our whe
f.o.b. price situation.
In normal crop years with better Norwegians Like Grape
industrial conditions generally pre-
vailing, the auction markets of the Florida grapefruit was an
tite saver in a diet almost
country will absorb a larger per- ti savr in a
centage of the total state movement svely fish i orway report
at prices fully in line with f.o.b. William Hayward, New York
values from other sections. Taking yer and globe trotter, visit
into consideration that the Ex- Florida after an arctic trip.
change has only placed one-third of fruit made a hit with the N
the total movement of the state gians who find in the tang o
into the auction markets, this clear- juice something to offset the
ly indicates that our distribution of fats, fish and pickles, he
has been held strictly in line with Colonel Hayward believes N
the trend of conditions throughout is a promising market as gra
won favor wherever he we
the country, and we have not at any that country.
time overloaded the large centers.
Effect on Competition
The high standard of grade and Study Coloring In Tex
pack maintained on Seald-Sweet and The Federal Bureau of Pla
Mor-juce, together with the increas- dustry is making a study of co
ing popularity of those brands in of citrus in Texas and is int
the markets, has placed the Ex- ing improved methods along ti
change in an enviable position. of new practices introduced in
Many of the shippers in the state, ida this season. Texas grower
rather than place their fruit in com- been using the common system
petition with the Exchange in the tered upon kerosene gas. Et
auction markets, have resorted to is being substituted while ter
various methods of handling on con- ture control and humidity is ]
signment in many of the principal ing more attention. The I
markets. This method of marketing, will resume its studies next f,
usually predicated on an advance
made to the shipper, restricts the
movement of fruit into a compara- With winnings of its grow
tively few markets and places the the South Florida Fair fre
commission merchant in a position mind, Clermont association e
to undersell other jobbers in the 10 lots of fruit in seven class
market without loss to himself. In the Central Florida Expositi
many cases, the commission mer- Orlando last month and c
chant is forced to sell at lower away first prize in each c
prices in order to move the volume classes entered and three seco
Above is the reproduction of the poster
page in the advertising portfolio of the
Exchange. Here are illustrated six of
he big "24 sheet" posters which are used
this season in the large markets. These
are in color and are comparable to those
seen within the state advertising various
national products. The portfolio is at each
Sub-Exchange and Association office for
examination by growers.
Avon Park Citrus Growers Assn.
Clearwater Growers' Assn.
DeLand Packing Assn.
Eagle Lake Fruit Growers Assn.
Elfera 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.
Mims Citrus Growers Assn.
Nocatee Citrus Growers Assn.
Ocala Fruit Packing Co., Inc.
Orlando Citrus Growers Assn.
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
;* will dn for von.
31c a Box more because of
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-
dexed fruit was $2.95 a box. The average price
paid for Brogdexed fruit was $3.26 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 are barely breaking 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. SKINNER, Pres.
March 15, 1931
GROVE, CROP AND PACKING-HOUSE NOTES
Thoroughly discouraged with the
lack of control existing in the in-
dustry, several Palm Harbor citrus
growers have offered to take mem-
bership in the Palm Harbor asso-
ciation for a minimum of two sea-
sons instead of accepting the priv-
ilege of withdrawing at the end of
a season, reports Manager F. W.
The association has made rapid
strides in the past two seasons and
will either excel the previous rec-
ord year in volume or equal it. It
gained 200 percent in acreage this
season over last and has 50 grower
members compared with 20.
The association is six years old
but has had a slow and difficult
growth up to the past two years.
Manager Moody, a trained product
of Winter Haven association, has
done some very effective work and
has had the advantage also of
wholehearted cooperation of his
board of directors and the mem-
The association expects to handle
110,000 boxes which will equal the
previous record and has prospects
of more upon which is placed the
hope to establish a new record.
Ft. Ogden association has made
fine progress and is expected to
handle about 70,000 boxes of fruit
this season. D. H. Huckeby, man-
ager for the past two seasons, has
continued the good work done over
many years' time by B. F. Sewart,
formerly manager and also a di-
rector of the Exchange. A number
of new members. have been added
this season and the membership is
steadily increasing, with new appli-
cations before the association at
each.meeting of the directors.
Directors of the California Fruit
Growers Exchange advocated the
$500,000 additional advertising
fund first as a fund to buy up the
surplus fruit and keep it off the
market but later decided to put it
into additional advertising and set
an example for the business world,
according to Arthur Brisbane in the
well-known newspaper column.
H. HARRIS & CO.
Fruit Auction Terminal
Cutle B. Damr Fred'k L Springford
Harold F. Mile,
Sebring association has treble the
volume it had last season and op-
erating costs have been reduced 15
cents a box, it was reported to the
membership at the annual meeting
in Sebring last month. President
F. N. K. Bailey predicted further
increase in volume and finer results
before the end of the season.
The board of directors and W. R.
Nicks, manager, were re-elected and
given a vote of thanks for the serv-
ice they had rendered and the effi-
cient and economical operation of
the association. The board re-
elected Mr. Bailey as president,
Chris Markley as vice-president and
Ed Lewis as representative to Polk
Sub-Exchange. Other directors are
Charles H. Wyack and L. T. Farm-
J. Reed Curry, manager of the
organization department of the Ex-
change, and Earl Haskins of Polk
Sub-Exchange addressed the meet-
ing. They discussed conditions in
the industry, marketing the crop
this season and other topics of di-
rect concern to the members.
There was very good attendance
at the meeting which was the first
annual session since the combina-
tion of the old association and a
.new one organized during the prev-
ious season. The members were
much pleased to hear from Mr.
Bailey that there would be no "red
From every section of the state
come reports of a heavy orange
bloom, but a much lighter bloom in
grapefruit. Some anticipate that
grapefruit will show more bloom
later, but the general opinion is that
it will be light this year due to the
large crop on the trees this season.
Groves which have been- lightened
of their grapefruit early and given
very good fertilization are showing
more blossom than is general.
Efforts of Representative Ruth
Bryan Owen to get a reimbursement
survey bill through the recent ses-
sion of Congress failed through ob-
jection of one representative. Mrs.
Owen sought to substitute the bill
of Senator Trammell, which had
passed the Senate for a similar bill
of her own. Unanimous consent was
required to get the Trammell meas-
ure before the house.
The Liggett drug stores, totaling
more. than 700, have been ordered
by L. K. Liggett, head of the chain,
to use only Florida oranges at their
fountains. The order stated that
Florida oranges had more juice and
were more satisfactory than Cali-
A practical test of a new process
and method of storing fresh citrus
fruit in air-tight, steel containers
for packing and handling later will
be made by W. J. Howey, promi-
nent citrus producer and developer,
who has acquired rights to use it
in Florida and Texas.
In a letter Mr. Howey states that
it is his understanding that the fruit
can be kept in storage under this
process in as prime condition as
when it was stored and after re-
moval can be treated the same as
though it had never been placed in
Air is expelled from the container
and a gas is utilized and these two
factors plus two other points -held
secret accomplish the object, Mr.
For the demonstration the fruit
will be put into storage from now
on until August, when it will be
put through the packing house and
shipped to the northern market,
Mr. Howey informed.
"In other words, this is penalizing
the fruit to the greatest possible ex-
tent," Mr. Howey said. "It doesn't
naturally follow that this will be
the method pursued in production.
. . once this method is proven
and its practicability established, it
will completely revolutionize the
citrus business and make possible
the distribution of our fruit from
10 to 12 months in the year."
Canning of tomatoes may be
undertaken by the Indian River Ex-
change canning company this sum-
mer after the final run of grape-
A Ft. Pierce landowner has
offered land free for the production
of tomatoes and if a sufficient acre-
age is planted the company may be-
come interested. Homer Needles,
director of the Exchange and officer
in the company, has requested all
those interested in planting to con-
fer with him in connection with the
All the available labor of Ft.
Pierce and vicinity apparently has
been utilized in the operation of the
canning plant of the Indian River
Sub-Exchange. Repeated calls have
been made for workers without ob-
taining the number desired and now
help is being sought from the out-
This has created a problem of
finding living quarters for the labor'
brought in from the outside, par-
ticularly the women workers. Local
residents have been requested to
cooperate with the canning company
to provide accommodations at rea-
sonable rates for the imported help.
General Foods Corporation,
$100,000,000 corporation which is
heavily interested in development of
frozen food products, has made a
survey of the state fruit and vege-
table industries in anticipation of
establishing plants in the state, ac-
cording to reports from the East
Coast. Karl B. North, research
chemist of the corporation, was in
the state investigating.
General Foods has a frozen pro-
ducts plant at Glousester, Mass.
About a year ago it acquired the
assets and good will of the leading
manufacturer of frozen products in
the country, paying, it was reported,
many millions of dollars for which
most was considered to be for the
process. It has been watching ex-
periments with frozen orange juice.
The plant of the DeSoto Canning
company, leased by the canning co-
operative of Charlotte and DeSoto
Sub-Exchanges, is running at full
capacity, according to reports from
Arcadia. With some overtime op-
eration, output has been from 500
to 1,000 cases a day. Day and night
shifts were operated one week.
Season's output since the new
management is expected to pass
25,000 cases and may reach 50,000.
Only grapefruit is being handled.
Every car of citrus from Pinellas
Sub-Exchange carried Sub-Ex-
change posters on the inside of each
door. The posters bear the infor-
mation in large letters that the
fruit is from Pinellas county and
they list the brand names of the
associations and affiliations of the
Exchange in Pinellas. Several large
handlers of perishable products in
the-. orth have followed the prac-
tice of- pasting advertising materials
in the cars to impress their brands
upon the minds of all who look over
FOR CONTROL OF
Spray your trees withVOLCK
or KLEENUP in combination
with Bordeaux. Apply early
WRITE FOR SPRAY BULLETIN
CALIFORNIA SPRAY-CHEMICAL CO.
61West Jefferson Street,
March 15, 1931
March 15, 1981 SEALD-SWEET CHRONICLE
Nominees for Director
Of the Clearing House
Named By Committee
Annual election of directors of
the Clearing House is under way
and will terminate April 7. Two
classes' of directors will be voted
upon-directors for the state at
large, of whom four will be chosen,
and district directors, one for each
of the seven districts .
The Committee of Fifty com-
pleted its list of nominations in a
meeting at Orlando, March 9. Oth-
ers may be nominated by petitions
signed by the required number of
growers. Nominations of the com-
mittee are as follows:
State at large, four to be selected:
J. C. Chase, R. B. Woolfolk, Or-
lando; C. F. Gardiner, F. G. Moore-
lead, Lakeland; J. A. Griffin, C. W.
Lyons, Tampa; Douglas Igou, Eus-
tis, and John A. Snively, Winter
"Black Leaf 40" is the
"Old Reliable" recognized
control forAphis and Thrips.
KILLS BY CONTACT
"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.
"BLACK LEAF 40"
in several package sizes
& Chemical Corp.
Watch your health
and Orange juice.
Every letter from every office of the Nash-
ville, Chattanooga & St. Louis Railroad
will carry the sticker which appears above.
The railroad transports a large volume of
citrus from Florida, particularly shipments
to the Mid-West. Recently the company
had these stickers printed and sent to
each of its offices with orders to place
them on all correspondence.
Districts, one for each:
District 1.-H. E. Fairchild, Bab-
son Park; John F. May and A. M.
Tilden, Winter Haven.
District 2.-S. F. Wooten, J. T.
Swann, Tampa; S. A. Whitesell,
District 3.-Joe Knight, Elfers;
William Snodgrass, Clermont; E.
E. Truskett, Mount Dora.
District 4. Harry Boreland,
Ocala; W. G. Glynn, Crescent City;
J. W. Perkins, DeLand.
Distrcit 5.-L. L. Payne, Orlan-
do; R. M. Shearer, Pine Castle; Phil
Peters, Winter Garden.
District 6.-Earl Hartt, Avon
Park; Carl Smith and A. R. Traf-
District 7.-F. W. Perry, Fort
Myers, and E. C. Ogden, Fort Og-
Reductions In Refrigeration
Rates Confirmed By I. C. C.
Florida shippers of fruits and
vegetables now are assured of a
continuation of the refrigeration
rate reduction ordered by the In-
terstate Commerce Commission in
1929. The Commission, after re-
hearing requested by the railroads,
has confirmed its previous decision.
The reduction cuts the refrigera-
tion cost about $10 a car, annually
Theoretically, the decision in this
rate case saves Florida shippers
around $1,000,000. Railroads sought
an increase in the rates in 1924.
The increase sought is almost equiv-
alent to the reduction granted.
This fight to get reduced rates
started in 1919. The Commission
ordered a slight reduction in 1921
but modified this in 1922. Rail-
roads appealed for reconsideration,
which proved a boomerang, for the
Commission, after thorough investi-
gation, granted the shippers the re-
duction of approximately $10 a car,
which has just been reaffirmed.
Florida's case was presented and
carried through by the Florida
Growers and Shippers League.
Further Reduction In
Canned Grapefruit Rate
To Tampa Port Terminal
Another reduction in the freight
charges on canned grapefruit mov-
ing to Tampa for water shipment
has been allowed. This makes the
regular tariff lower than the special
rates inaugurated by the Seaboard
last fall, which practically doubled
the reductions recommended by the
Southern Freight Association.
The new rates apply to minimum
carloads of 36,000 pounds.
Last fall the Southern Freight
Association approved reductions av-
eraging about 15 per cent. The
Seaboard at the same time an-
nounced new rates ranging from 33
to 60 per cent lower than the old
rates. The new reduction brings
the charges down to slightly less
that the drastically cut Seaboard
A big factor, influencing the re-
duction, is understood to be the
THE HIGH COST OF USING
LOW PRICED FERTILIZERS?
|N APPLYING LOW PRICED and necessar-
ily low grade fertilizers, the Citrus Grower
not only risks his profits on the coming crop but
by rationing his trees to their immediate needs,
he reduces the chances for a good flush and
bloom next year.
Regardless of the prices paid next season for
the crop that is now in the bloom, Citrus Profits
will depend largely on the kind and amount of
fertilizer applied to the trees in making the com-
More and more Florida Growers are buying
NACO Brand Fertilizers as a sound investment
thai can be depended upon to return a substan-
tial profit through lowered cost per box of fruit
and increased value of the trees as producing
units of the grove.
LYNCH BUILDING FLORA
March 15, 1931
competition of truck transportation.
Both truck transportation com-
panies and the privately operated
trucks of the canners enter into this.
Canners frequently were able to di-
vert their trucks to hauling canned
fruit to Tampa for water shipment
while transportation companies
found the canned goods an oppor-
tunity for a return load without
which their trucks often would have
come back to Tampa empty.
Advertising Fla. Products
Menus of the Seaboard Air Line
Railway dining cars add their per-
suasion to eat Florida fruits, vege-
tables and other state products.
Particular reference is given to cit-
rus for at the top of the menu ap-
pears, "For your health's sake eat
more oranges and grapefruit."
The menu designates several items
as of Florida origin, as Florida shad,
Florida shrimp, Florida onions, Flor-
ida celery, Florida pecans as well as
Florida oranges and grapefruit and
several delicacies prepared from
SEAL-SWET CRO~CLE arc 15,193
Editor's Note-By this time the
test of the dairy distribution of the
frozen product will have started in
nine key cities. It has been pre-
ceded by a two weeks' advertising
campaign to acquaint the house-
wives with the product and arouse
their interest. The National Dairies
Product Corporation, parent com-
pany, has 2,000,000 customers. The
test will reach about 10 percent of
its trade. Distribution will be ex-
tended as rapidly as developments
Fresh fruit, previously sorted and
washed in the packinghouse is de-
livered to the Tampa Union Term-
inal, usually packed in field boxes
or sometimes in bulk. Fruit of a
grade not lower than No. 3 is used.
The fruit is trucked into a pre-
cooler where it is pulled down to a
temperature of 40 degrees Fahren-
heit and then it is stored at not
above 40 degrees Fahrenheit.
The pre-cooled fruit is removed
from the storage and conveyed to
the plant proper, where it is washed
with a spray of water. From the
Following the Orange Thru Frozen Juice Process
By M. A. Joslyn, Production Manager Natural Juice Corporation
moved by hand so far. The above
peeled fruit is then fed by hand
through Allegheny troughs into
Enterprise expelled presses made of
Allegheny metal, having a screw
proper of Monel. Each of the peal-
ers in the unit is run by a direct
connected motor and each of the
Enterprise presses is run by a di-
rect connected enclosed motor. The
oranges are ground in these presses
and the juice pressed through a
screen at the bottom of the press
through an Allegheny Hopper into
a two inch Allegheny pipe leading
to the filter. The coarse pulp and
seeds are discharged from the end
of the press into a conveyor in
which it is carried to a Hopper.
The juice flows by gravity into a
filter to a rotating screened filter in
which the coarse pieces of pulp are
removed and the partially clarified
juice is allowed to filter through to
A few glimpses from the operations of the frozen juice plant of the National Juice
Corporation: left, the battery of special peelers; upper center, the battery of juicers
that crush the fruit, squeeze out the juice which is carried away through a long pipe
while the pulp residue is dumped onto a conveyor; lower center, back of the girl in
the center is the machine which fills the containers with juice and in front are girls
capping the filled containers; right, the battery of sealing machines which seal the caps.
After evacuating, the juice is dis-
charged under vacuum by gravity
flow into a battery of six vertical
direct expansion ice-cream freezers
operated under a vacuum. These
freezers are constructed of rein-
forced Allegheny metal and are of
a rated capacity of 10 gallons, al-
though they are set to operate at
a capacity of 50 quarts. The juice
is frozen in these freezers to a
slushy consistency. The freezers
are so adjusted that 50 quarts of
juice are formed into a light slush
in about three minutes. The opera-
tion of the freezers is controlled by
individual Draw-Rites, by individual
gages on the ammonia line and by
a recording Draw-Rite on the entire
After the slushing is complete,
the vacuum of the freezer is re-
leased by the introduction of some
nitrogen and the slush is dischanged
into an evacuated hopper connected
to a Geyser filler through Allegheny
surge tanks which serve as reser-
voirs for the can fillers.
Use of Nitrogen
The nitrogen is introduced to aid
the discharge of juice into the hop-
per and the filters by increasing the
pressure differential between the
freezers and the discharged hopper
or surge tank. The purpose of
nitrogen is to serve in this capacity
as an aid in discharging the freezers
and in aiding the operation of the
filters by forcing the slush out of
the hopper into the package.
The frozen juice (slush) is placed
in paraffined paper containers com-
monly known as Lilly-Tulip Cup
After being filled in the Geyser
filler these containers are capped by
hand and placed on a belt conveyor,
feeding especially devised sealing
machines developed by the Lilly-
Tulip Cup Corporation for the pur-
pose of insuring a tighter seal on
The sealed containers are placed
on wooden trays and conveyed to
the sharp room at a temperature of
minus 10 degrees Fahrenheit where
they are stored on large wooden
racks. Blast of cold air from fans
blowing past these crates solidly
freeze the orange juice. The or-
ange juice is allowed to remain in
the sharp room until completely
frozen. The crates are then re-
moved to storage rooms kept at a
temperature of 5 to 10 degrees
Fahrenheit where the individual
containers are packed in corrugated
paper-board cases sealed with
sodium silicate and thoroughly
taped with asphalt lined tape. These
cases are stored in these rooms and
held at a temperature of 10 de-
grees Farenheit until ready for ship-
The freezing process consists of
freezing in a container in which the
product is to be delivered for retail
In addition, a portion of the
slushed juice is packed in one gal-
lon containers (cans), sealed under
vacuum in the Continental closing
machines and in six gallon plain tin
slipover top frozen fruit containers.
These are stored, after sealing in
a manner similar to that used for
washer the fruit is conveyed past
the blower to remove most of the
superficial moisture adhering to the
fruit. It is then conveyed past
workers who remove all decayed,
spoiled, molded and other fruit.
Only good, edible tree ripened fruit
is used for juice purposes.
After sorting, the fruit is con-
veyed to citrus groders where it is
carefully graded for size. These are
adjusted to grade closer as to size
than is usually the case in the cit-
rus packinghouses because the peel-
ers will only operate satisfactorily
on closely graded fruit. The fruit
is discharged from the graders into
bins, then it is conveyed to a belt
feeding the peelers. From this belt
the fruit is picked out by hand and
placed into vertical Coons citrus
peelers which removes most of the
pepl; except where it is picked up
by the prongs of the peeler. The
peeled fruit is discharged from the
chutes into Allegheny metal boxes
from which it is picked up by hand
and the remainder of the peel re-
the bottom of the filter tank. The
latter is of Allegheny metal and is
equipped with a cover of the same.
The filter screen is at present of
Monel and is not sufficiently coarse
to allow sufficient separation of
coarse pieces of pulp from the juice.
A large proportion of the juice
passes through the filter with the
The rotating screen is cleaned
by means of a rotating fiber brush
and the coarse portion is removed
from the trough by means of a con-
tinuous screw conveyor. The latter
and the rotating screen are belt
driven from a small motor, but the
brush to clean the screen is driven
by friction between it and the
The filtered juice is centrifugally
pumped (30 ft. across and about 20
feet up) from the filter tank
through Allegheny metal pipe
equipped with sanitary fittings
throughout (the filter being of tin-
ned copper) to three Allegheny
surge tanks each having a capacity
of 30 gallons.
Thousands of packages of frozen orange juice "cooling off" while waiting for ship-
ment to the homes of the north through the National Juice Corporation. Notice the
"arctic" attire of the two men in back. Insert-"Here's How," chorused by Alejandro
Padillas, Spanish ambassador; E. J. Finnernan, director of sales and advertising of
National Juice Corporation; Luis Claderoxi, commercial attache of the Spanish Embassy;
D. C. Gillett, vice-president and general manager of National, ahd A. Iglesias Velayos,
Spanish consul at Tampa.
March 15, 1931
Mach1, 91 ELDSWE CRNIL
Growers have learned from
experience that Orange Belt
Brand Fertilizers produce
Maximum Crops of Quality
Lyons Fertilizer Company
807 Citrus Exc. Bldg.
QUALITY FERTILIZER FOR QUALITY FRUIT
QUALITY FERTILIZER FOR QUALITY FRUIT
4th Ave. & 35th St.
March 15, 1931
SEALD-SWEET CHRONICLE March 15, 1931
The time is NOW
yESTERDAY you may have said, "I'll you? They represent the new day in fer-
wait and watch." Tomorrow you may tilizers-higher quality at lower cost.
say, "Procrastination proved expensive." Thruout Florida-on hundreds of farms
Thruout Florida-on hundreds of farms
But today is here-the time is NOW- -these high-analysis, high-quality, eco-
when you must decide one question that nomical fertilizers have proved their worth
largely will determine your next profit or in obvious, unmistakable, visible RESULTS.
loss record. What fertilizer will you use ?
The time is NOW to start using these
Of course, you can get along without RESULTS-PRODUCING fertilizers. Write for
Nitrophoska, Calcium Nitrate and Calurea booklet, "Better Crops at Lower Cost."
-you've done it for years. But why should It is free. Use the coupon-mail it now.
SYNTHETIC NITROGEN PRODUCTS CORP.-NEW YORK, ATLANTA, PLANT CITY
Distributors: JACKSON GRAIN Co., Tampa, Fla.
NITROPHOSKA (the high-analysis complete fer-
tilizer, made in eight different grades to meet prac-
tically every ratio requirement) feeds the crop from
start to finish. It is an even-feeding fertilizer-
BOTH puick-acting and long-lasting.
CALCIUM NITRATE (nitrate nitrogen co-
bined with lime) is quick-acting and supplies the
soluble lime so necessary to citrus and other crops
-even in soils already rich in limestone.
CALUREA (Calcium Nitrate Tampa, Fli
combined with Urea) is a Please send
crop booster that supplies both at Lower C
quick-acting and long-lasting grow. ..
nitrogen in one material.
SGRAIN r^MPANY (Distributors)
orida, Dept D
me a Copy o. our free booklet "Better Crops
ost." This does not obligate me in any way.
....acres of citrus.........acres of truck crops
County -...--..State -......
Bank Lauds Dairy Delivery of Orange Juice
0 out of
IN c r d', sr;-g nnbe' -.' e; o go H e
,qe.e ...... h, e ...... I p.. .. ..
sq.erle. :.o., e, bl ,he mee a. a akes r p o,, tel
io .l a ,.. ,re a,f, ap,.', ,-'p. ,"e p.- ,.-. i.e1
In oq ane r, .. .S b' "o s e f .n' o-d Ie
+o'g9 ? 'ch .g plH" r A-i er cai bu'.in.e
torP.. ...Il. ..i li ofl- s reor.. bse .. ..rnbe- ,,I -
rhe Guolo,'S Ol'e'9 tl;u -i..oI bh-h ,h I ,H .-oke
ii b -..en H sob"er.. 3s' H..u 'ay o-a *.e.,dH
rhL, knolerdger Imaucely cenobles ..o mal deFn le
ruggectioD- I. 3L-' lanm er- ugg.l..o .Ea h e ra..
_orraull r.r.HIble lasses .nd 'pad 0o ,r.r.rased .....fs
GUARDIAN TRUST CO.
Route Your Perishable Traffic
BALTIMORE & OHIO RAILROAD
NORTH OF POTOMAC YARDS OR CINCINNATI
PHILADELPHIA AUCTION COMPANY
BALTIMORE FRUIT EXCHANGE(Auction)
OPERATE AT BALTIMORE a OaIO TERMINALS
623 EUCLID AVENUE, CLEVELAND
SEMPER. FEDERAL RESERVE SYSTEM AND CLEVELAND CLEARING HOUSE ASSOCIATI0E4
The distribution of Florida citrus in the form of pure juice has attracted national
attention as is evidenced by the above reproduction, much reduced, of a newspaper
advertisement of the Guardian Trust Company, one of the strongest financial insti-
tutions of Cleveland, Ohio. This advertisement covered more than two-thirds of a page.
Growers can understand why the Exchange is so oplomistic over the future of frozen
orange juice when the project receives such attention and comment as the above.
Radio Making Exchange'
Brands Household Word
Local radio programs are making
the Exchange brands, Seald-Sweet
and Mor-Juce, the household word
for citrus in several territories.
Some of the programs are arranged
by the Exchange, while others are
sponsored by customers as a co-
Dealer service men report that
they frequently hear women in
stores ask for "that Seald-Sweet
(or Mor-Juce) which I hear about
over the radio." Retailers in these
territorities report increased sales.
Both these points indicate that con-
sumers are regular listeners.
Much Fan Mail
Coverage of the program and the
interest aroused also is gauged by
fan mail. Listeners are invited to
write to the station and those who
enclose Seald-Sweet or Mor-Juce
wrappers in the letters are given
chances in a prize drawing in which
the winners are given fruit and ex-
tractors. Hundreds of letters are
received from each broadcast and
the writers include many who are
not residents of that particular ter-
ritory in which the program is is-
sued, showing a large coverage out-
side of these territories, also.
The radio talks deal with the
health value of citrus, particularly
the benefits of its use to prevent or
check colds and the "flu." This has
been very appropriate ths season,
when unseasonable weather has
made colds much more prevalent.
Representatives of the Exchange
are highly pleased with this adver-
tising service. It gives them an-
other big sales talking point which
their competitors, handling unad-
vertised Florida brands, do not
have. Retailers find increased and
easier sales, which makes them lean
still more toward Exchange brands.
C1 '- Ir_ r"r I II
March 15, 1931
MarchC 15 131SELDSWETCHONCL
\ Coui1i i orru" trith lh'w elli
COL1b8D Colds! vOrangges
t. rodeirn irl nrilk the i,#llh in cl-h. c co f
j or 1 ,_-,ANG&E A 1 .oI.I
. '- ^ .- "_ ', : .,. ',." '. :a'_
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'"" -0 \ : .- -- .--- : . -
- ,- ., \ -: r.. .. t .' .' -
S i- S- 1weet
The Strongest Campaign Ever Released
On Florida Citrus Fruit
Reproduced above 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 marke- available to Florida citrus.
Here is a campaign created by Exchange growers on a
scale never before attained. It is the largest- andi 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.
JS EXCHANGE /
March 15, 1931
Iq< 1-W -Wt.
12 SEALD-SWEET CHRONICLE March 15, 1931
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