Title: Seald-sweet chronicle
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Permanent Link: http://ufdc.ufl.edu/UF00075292/00023
 Material Information
Title: Seald-sweet chronicle
Alternate Title: Seald sweet chronicle
Physical Description: v. : ill. ; 31 cm.
Language: English
Publisher: Florida Citrus Exchange
Florida Citrus Exchange
Place of Publication: Tampa Fla
Publication Date: October 15, 1931
Frequency: semimonthly
regular
 Subjects
Subject: Citrus fruit industry -- Newspapers -- Florida   ( lcsh )
Newspapers -- Tampa (Fla.)   ( lcsh )
Newspapers -- Hillsborough County (Fla.)   ( lcsh )
Genre: newspaper   ( marcgt )
Spatial Coverage: United States -- Florida -- Hillsborough -- Tampa
Coordinates: 27.970898 x -82.46464 ( Place of Publication )
 Notes
Dates or Sequential Designation: Ceased on Apr. 15, 1932.
General Note: "Florida's only citrus newspaper."
General Note: Description based on: Vol. 4, no. 24 (May 15, 1929).
 Record Information
Bibliographic ID: UF00075292
Volume ID: VID00023
Source Institution: University of Florida
Holding Location: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: ltuf - AJH6537
oclc - 31158390
alephbibnum - 001763371
lccn - sn 97027656

Full Text

POSTMASTER: If addressee has moved
to another postoffice notify sender on form
3547. postage for which is guaranteed.


J.C. YONGE,
1924 E. JACKSON ST.,
PENSACOLA, FLA.


ironicle

APERR"


Vol. VII BUBCBIPTION PBICE 50 CENTS PEB YEAR TAMPA, FLORIDA, OCTOBER 15, 1931


Entered as Seeend Class Mail Matter
at the Post Omllce at Tampa, Florida
Under the Act of March 8, 1879.


Fletcher Says Cooperative Marketing Only Hope for Citrus Industry


Exchange Favors

Rigid Application

of Maturity Laws
Letting the State know how the
SFlorida Citrus Exchange stands on
the question of the maturity and
anti-arsenic laws, Gen. Man. C. C.
Commander recently issued a pub-
lic statement highly commending the
rigid enforcement of the laws and
expressing the hope that it would
continue.
Sach enforcement, le pointed out,
already has shown its benefits in
the market levels that have held for
the first weeks of the season. If
such enforcement is continued, Mr.
Commander stated, added revenue
will be realized.
"Commissioner of Agriculture
Mayo's sincere efforts in enforcing
the green fruit law deserve the
wholehearted support of the entire
industry," Mr. Commander said. "He
has restricted shipments very ma-
terially, as only 239 cars of grape-
.fruit have left the state at this time
as against a total of 1331 cars,
mostly grapefruit, for the same per-
iod last season.
"This'lighter movement of good
fruit, is already producing results.
The mdrketi are averaging $1 a box
more than at the same period last
-season. If Commissioner Mayo is
.permitted to continue 1;1s rigid en-
forcement of the law in protecting
a common sense movement of Flor-
ida's early citrus crop, his action
will be of untold benefit to the cit-
rus industry. Not only will added
revenue be realized from better
price averages, but the markets will
not be demoralized and consumers
turned away from Florida citrus by
the marketing of immature, taste-
less, ricy fruit.
Curbs Arsenic Spray
"One of the vital features of Com-
missioner Mayo's work is the action
he has taken against fruit which has
been sprayed with arsenic to-change
the character of the juice so that it
would meet the maturity standards.
Regardless of the fact tlat fruit so
treated may. be brought to pass the
sugar tests, its eating quality is so
(Continued on Page 2)


ESTIMATE HIGH
Gen. Man. C. C. Commander
believes that the federal esti-
mate of the citrus crop is sev-
eral million boxes too high.
"There seems to be consid-
erable disagreement as to the
volume of fruit on the trees
for shipment during the com-
ing season," Mr. Commander
said. "I believe that the Fed-
eral estimate recently an-
nounced by Mr. Marks is at
least several million boxes
highly. I base my information
upon preliminary reports of
our field men, which indicate
that the fruit crop will not
approximate anywhere near
that volume for the coming
season. We expect to have
definite confirmation of this
statement when the completed
reports of our field organiza-
tion are filed."


Markets Still Better

Than Last Season As

Shipments Stay Low
Prices for grapefruit still remain
above the level for this time last
season though both thl private and
auction markets declined. The auc-
tions paid a general average of $3.97
delivered compared with $3.60 de-
livered a year ago, while in the
private markets Seald-Sweet brought
$2.75 to $3.00 f.o.b. and Mor-juce,
$2.50 to $2.75 f.o.b.
Movement of oranges is just
starting with one car reported out
(Continued on Page 2)


Declares Exploitation of Growers Must Stop; Lauds
Florida Citrus Exchange Program and Says It
Should Have the Support of Every Citrus Grower


Formal Dedication of

Citrus Laboratory at

Winter Haven, Oct. 23


Marking the achievement of years
of effort and tilt generosity of Win-
ter Haven, the formal dedication and
opening of the federal citrus labora-
tory at Winter Haven will take place
Oct. 23.
Secretary of Agriculture Arthur
M. Hyde will personally attend with
Dr. Knight, chief of the Bureau of
Chemistry and Soils with which the
laboratory is connected, Dr. W. W.
Skinner, assistant chief and Dr. J. H.
Blanck.
The program will begin with a
banquet given by the City govern-
ment. Representatives of the State,
the citrus industry, the press and
many prominent citizens will attend.
The laboratory is ttl3 second of.its
kind. One has been in.operation in
!California for several years and has
been of high value. A third citrus
laboratory is now being established
in Texas.


Above is a view of the new federal citrus laboratory building donated by Winter
Haven to further governmental research in the by-product field. In the insert are
George N. Pulley, chemical engineer, assistant, and Harry W. VonLoesecke, chemist
in charge. It is expected that work will start upon the research program very soon.


With forcible expression and
mincing no words, Sen. Drcaa- ,..
Fletcher, the state's senior senator,
speaking before the Rotary Club of
Jacksonville, warned that exploita-
tion of the citrus growers must stop
and advanced cooperative control as
their only salvation.
Senator Fletcher talked at length
about the plans of the Florida Cit-
rus Exchange whose efforts, he said,
were perhaps the best ever made to
aid the growers. The plans of the
Exchange, he said, merit the sup-
port of every grower.
Striking boldly at the heart of the
troubles of the industry, Senator
Fletcher declared that the citrus
growers have been "working for
everybody but themselves" and have
been "exploited" from every side.
They cannot go on under such a
handicap, he asserted.
Avoid Exploiters
"I would avoid every concern
whose object is to exploit the grow-
er for selfish ends," was one of the
forceful statements he made dur-
ing the course of his address.
Senator Fletcher's statements-
have unusual standing, not only in
Florida but nationally. So firmly
entrenched is he in the confidence
and affection of the state;'that his
tenure of office can be said to de-
pend upon his own inclination. Na-
tionally he has won high regard and
in the national official councils his
long experience and natural qualities
have given him a great influence,
TdHe statements he made in his
address cannot by the widest stretch
of imagination be construed as for
political purposes, though he is anl
announced candidate for re-election.
He is without opposition. Such
opinions as he advances come from
mature and deliberate 'reflection
and are weighed in the scales of his
experience and his intimate knowl-
edge of the state.
Senator Fletcher's address in full
follows:
"The citrus industry is very close
to my heart. It is the premier in-
dustry of my state, and my sympa-
thies naturally go, to producers of
(Continued on Page 7)


No. 10






SEALD-SWEET CHRONICLE October 15, 1931


First Direct Exports Exchange Poster Wins Fourth

OF New Crop Leaves

Florida This Month


Definite reservations for export
of grapefruit to London have been
made on the Steamer "Georgian"
sailing from Jacksonville, the last
of the month, E. E. Patterson, grape-
fruit sales manager has informed.
Liverpool and London continue to
receive fairly heavy supplies from
Porto Rico and the Isle of Pines, Mr.
Patterson stated.
"For the week ending Oct. 3rd,
12,127 boxes of grapefruit were ex-
ported from New York to London
as against 6,051 boxes for the same
period a year ago," Mr. Patterson
stated. "Liverpool received from
New York the week ending Oct. 3rd,
1,362 baxes as against 2,097 for the
same week a year ago. All other
English ports received from New
York 1,017 boxes for the same week
as against 1,889 boxes for the com-
parative period a year ago. Porto
Rico shipped direct to England from
San Juan 1,143 boxes for the week.
"This week's English market on
today's rate of exchange sold Porto
Rican grapefruit at a range of $3.00
to $4.06 delivered. California grape-
fruit sold at a range of $2.90 to
$3.09 delivered. Isle of Pines at
$2.12 to $3.28 delivered. It is
humanly impossible to say what our
fruit will do in the English markets.
However, on account of drop in
prices of small sizes in domestic mar-
kets and lower prices which will
probably prevail in these sizes here
by the last of this month, we think it
advisable to figure on a few cars
for export shipments for the last
part of October."


Exchange Favors Rigid
Application Maturity Laws
(Continued from Page 1)
poor that it would turn consumers
and the trade against future ship-
ments of naturally tree-ripened
fruit. He has taken a positive stand
under the law to destroy such spray-
ed fruit, in spite of the fact that
certain operators have hired legal
talent in an attempt to break this
law and force this fruit onto the
market with complete disregard for
its potential damage to the entire
industry.
"I am proud to say that the Flor-
ida Citrus Exchange and its grower
membership. stands squarely behind
the admirable work of Commissioner
Mayo. The commissioner advises
that his men have located 94 groves
carrying an estimated volume of
600,000 boxes of fruit which have
been sprayed with arsenic. He
further informs me that only one
10-acre grove of this entire volume
belongs to a member of the Florida
Citrus Exchange."


In a competition of 150 original poster paintings selected from hun-
dreds submitted, the Second Annual Exhibition of Original Paintings
Used in Poster Reproduction gave fourth award to "Seald?Sweet Grape-
fruit," artist, Enoc1J Boles. The companion poster, "Seald-Sweet Or-
anges," by the same artist, received 26th rating.
These posters appeared during In color as it appeared on the bill-
March on 1,200 billboards in 25 boards, a lithograph of the Amer-


market areas. They were part of a
series whkch the Exchange had dur-
ing the spring.
The exhibition was held in Mar-
shall Field and Company's galleries,
Chicago, Oct. 1. It drew upon the
finest examples of poster art which
have appeared upon the billboards
of the entire country. Hundreds of
the original paintings are received
and the 150 most outstanding are
used for the exhibit. It is spon-
sored by the Advertising Council of
the Chicago Association of Com-
merce for thle purpose of recogniz-
ing outstanding artists in the field
and to provide the opportunity for
advertising men, advertisers, artists
and students to study the trend in
outdoor advertising design and to
gain a fuller understanding of the
problems and the manned in which
they are met by the outstanding
artists.
The reproduction of the "Seald-
Sweet Grapefruit" poster above, in
black and white cannot show the
fine application of color and the
eye-appeal which placed the poster
above most of the selected group.


ican Poster Corporation, it seemed
like a fruit fresh off the tree with
all its lure of flavor, juciness and
color.
"Boy . that's traveling' . .
of the Buick Motor Company, "The
Big Parade to Detroit" of the Amer-
ican Legion and "Sunkist Oranges"
of Florida's rival the California
Fruit Growers Exchange ranked
above in the order named.
On the other hand many of the
most prominent advertisers of the
nation, spending millions annually
for advertising, received lesser hon-
ors than did the Florida Citrus Ex-
change. Among those whose posters
were exhibited were General Elec-
tric, Cadillac Motor Company, Gen-
eral Motors, Atlantic Refining Com-
pany, Shell Petroleum CCo., Coca
Cola Company, National Biscuit Co.,
Swift and Company, Proctor & Gam-
ble Co., General Food Corp., Armour
& Company, Wm. Wrigley, Jr. Co.
Honor in such a field of compe-
tition shows the high quality of the
advertising which the Exchange
growers receive.


State Court Upholds Anti-Arsenic Law
Constitutionality of the anti- and the fair range of prices that pre-


arsenic spray law has now been up-
held in both the state and federal
courts. Judge W. J. Barker of Se-
bring( before whom the case was
carried after the decision of the fed-
eral court, holds the law constitu-
tional and denied the injunction
against its enforcement asked by
shippers L. Maxey and L. Maxey,
Inc., R. D. Keene of Eustis and
Garney Kilgore of Clearwater.
These decisions are considered
fundamental to the citrus industry.
They stop approximately 500,000
boxes of illegally treated and prob-
ably flavorless fruit from .getting
into the market at this time, a condi-
tion which undoubtedly is largely
responsible for the light movement
of Flor'da citrus into the market


vail. It is regarded as of still more
importance for the future.
In this regard, without exception
during the past history of the in-
dustry the market has been mislead
the first months of every season with
green or flavorless fruit and the im-
pression has spread among the con-
sumers that Florida has little or no
fruit fit to eat and worth spending
money for until months after the
season opened.
Quite a bitter feeling was arising
over the state at the attacks against
the law and the reaction to the de-
cision has been a big wave of elation
and satisfaction. It is regarded that
the decision expressed the wishes of
nearly all the industry in that so
few violators of the law were found.


Markets Still Better

Than Last Season As

Shipments Stay Low
(Continued from Page 1)
Saturday, Oct. 10. F. W. Davis,
general sales manager, believes a
Eew shippers will start moving or-
anges in limited volume the week of
Oct. 12, possibly forwarding be-
;ween 20 to 25 cars during the week.
California is moving Valencias heav-
ly, forwarding 1,200 cars last
week with prospects of shipping
1,100 cars the week of Oct. 12.
Total grapefruit from the state
as of Oct. 10 was 418 cars of which
227 cars or more than half was for-
warded last week. At this time a
year ago it was 1,700 cars.
Volume Increasing
Heavier movement was expected
the week of Oct. 12 with estimates
of 400 cars from Florida and 200
from Texas. The heavy volume of
small sizes was becoming disturbing
and steps were taken to increase the
percentage of larger fruit. Texas
is ring-picking for 80s and larger:
Exchange associations were advised
to discontinue picking 126s and to
pick only a limited amount of 96s.
Texas is giving Florida consider-
able competition, E. E. Patterson,
grapefruit sales manager, reported.
During the last part of the week of
Oct. 10, last reported, Texas shipped.
more than Florida.
Texas prices, however, were much
lower in both the private and auc-
tion markets. Its auction average
last week was $2 to $3.50 delivered,
compared with Florida's general
average of $3.60. Texas shippers
were quoting the private markets
$1.75 to $2.00 on U. S. No. 1 and
$1.25 to $1.50 on No. 2s. .
Porto Rico sold 37,700 boxes in
New York last week, getting a gen-
eral average of $3.30 delivered. The
Isle of Pines sold 1,007 boxes at
$3.55 delivered. Heavier supplies
from both were expected in New
York the week of Oct. 12 with in--
formation that Porto Rico would
have 43,313 boxes in the market
and the Isle of Pines, 4,414.
Markets Doing Well
Generally it is considered that the
markets are doing very well under
conditions prevailing this season. It
is believed by Mr. Patterson that
the decline was due principally to
the heavier supply of small sizes.
There is no question as to the
superiority of the grapefruit tbis
season over this time last year due
to stricter enforcement of the ma-
turity standard and the later ma-
turity also. It is believed that the
anges which Mr... Davis considers
same situation will prevail with.or-
much better quality than the udual
early shipments. Color, texture and
maturity have advanced materially
in the past 10 days, he said.


October 15, 1931


SEAQLD-SWEET CHRONICLE






October 15, 1931 SEALD-SWEET CHRONICLF~


State Market Bureau Vavues 1930-1931 Crc


The Florida State Marketing
Bureau in its annual report places
the 1930-31 citrus crop moved into
consuming channels at 35,004,971
boxes which it gives a gross revenue
value of $61,595,035 out of which
the growers netted $8,940,000 after
deduction of cost of production.
Most of the net to the growers
was obtained from oranges, accord-
ing to thI report. The report credits
oranges with a net of 57 cents a box
or $7,980,075, plus a slight amount
from truck sales and local consump-
tion. Grapefruit netted only nine
cents a box or $1,065,778, less loss
on cannery fruit estimated at $173,-
562. Tangerines showed a loss of


Carloads
Carlot Reported
Shipments shipped
Oranges 30,811
Grapefruit 26,058
Tangerines 3,096
Mixed Citrus 14,680


Total
Boxes
11,246,015
9,511,170
1,114,560
5,358,200


total of $6,351, according to the
bureau. Total used was 61,351 field
boxes with a gross return of 58
cents a box and an average cost for
production and marketing of 68
cents.
Approximately 2,200,000 boxes is
estimated to have moved into local
and nearby consumption not ac-
counted for in th1 other divisions.
The bureau allows this a value of
70 cents a box less 63 cents for
production and marketing, which
would net the grower seven cents a
box or $152,668.
Big Railroad Revenue
Rail and truck transportation


Rail and water shipments only.
Total Boxes Gross F.O.B Return
after Mixed Florida..Points
Converetd Box For Crop
14,000,130 $2.15 $30,100,280
11,341,987 1.50 17,762,980
1,387,828 1.95 2,706,265
Converted


p at $61,595,035
charges allowed for within the limits
of the state are estimated at $6,-
300,895, equivalent approximately
to three-fourths as much as the
growers netted.
The bureau also estimates that
1,583,260 boxes of fruit were
abandoned for market reasons and
never moved into consuming chan-
nels.
Citrus accounted for almost two-
thirds of the gross revenue received
by the state for fruits and vegeta-
bles. This was estimated at $97,-
077,214 which allows $35,482,179
for all other than citrus.


Production and
Marketing Costs
Box For Crop
$1.58 $22,120,205
1.;41 16,697,202
2.04 2,831,169


Net Return to
Florida Growers
Box For Crop
$ .57 $7,980,075
.09 1,065,778
-.09 -124,904


Ave. Ave. Ave.
Totals 74,645 27,229.945 27,229,945 $1.86 $50,569,525 $1.53 $41,648,576 $ .33 $8,920,949


nine cents a box or $124,904.
The table at the top of this page
gives the tabulation of carlot ship-
ments which includes 1,696 cars by
boatand 1043 cars of "pick-up" ex-
press shipments. Net return to the
growers is before deduction for in-
terest, depreciation and taxes on
grove property. The averages shown
are weighted averages. The totals
given are on carlot shipments only.
Production Cost
The bureau figures the cost of
production fertilizer, spray ma-
terials, cultivating, spraying, prun-
ing, etc.,-as follows:
Oranges $0.48
Grapefruit 0.36
Tangerines 0.54
It figures the cost of picking, Haul-
ing, packing, selling, etc., as follows:
Oranges $1.10
Grapefruit 1.05
Tangerines 1.50
Its averages for' both production
and -marketing are:
Oranges $1.58
Grapefruit 1.41
Tangerines 2.04
The equivalent of 2,640,000 field
boxes of citrus was trucked out at a
gross return at the grove of 65 cents
a box or $1,716,000, the bureau
figures. With ordinary cost of pro-
ducing and marketing averaging 63
cents a box, this trucked fruit netted
the growers only two cents a box, a
total of $52,800.
Loss from Canneries
The bureau estimated that 2,892,-
705 field boxes of grapefruit went to
the canneries and gave a gross re-
turn at the grove of 50 cents a box.
With ordinary cost of producing and
marketing placed at 56 cents a box,
the growers lost six cents a box or a
total of $172,562 on this fruit.
Cannery oranges also showed a
loss, figured at 10 cents a box or a


CITRUS SHIPMENTS BL COUNTIES FOR 1930-31 SEASON


COUNTIES


Brevard
Alachua
Citrus
Dade
DeSoto
Escambia
Flagler
Hardee
Hernando
Highlands
Hillsborough
Indian River
Jackson
Lake
Lee
Marion
Manatee
Okeechobee
Orange
Osceola
Palm Beach
Pasco
Pinellas
Polk
Putnam
Sarasota
Seminole
Sumter
St. Johns
St. Lucie
Union
Volusia
Boat Shipments
Pick Up Cars
Total


Oranges Grapefruit Tangerines


1,215
84
4
6
1,214
1
34
1,179
114
1,003
1,444
103
7
2,546
389
1,096
548
7
5,193
262
3
452
1,027
8,634
434
83
1,008
69
36
332
1
1,384
999

30,811


691
11

218
472

2
190
99
1,219
675
875

1,346
672
226
1,507
7
1,773
216
3
470
2,996
10,373
49
56
282
19
2
788

S168
653

26,058


Citrus Citrus Rank cent
Mixed Total in Carlots
Leading


14 518
11 33
21
1
.30 805

4 12
23 512
.05 79
97 378
63 1,060
5 401

.64 1,238
2 140
52 148
7 241
8
126 1,921
48. 55
1
38 281
62 705
165 3,516
.20 224
12
46 427
35
3
65 387


342
44

3,096


478

1,043
14,680


2,438
139
25
225
2,621
1
52
1,964
397
2,697
3,242
1,384
7
5,294
1,203
1,522
2,303
22
9,413
581
7
1,241
4,790
23,488
827
151
1,863
123
41
1,572
1
2,272
1,696
1,043
74,645


8 3.3


7 3.5



6 3.6
5 4.3

3 7.1


4 6.4
1 31.5






10 3.0

1st 10 78.4


FLORIDA STATE SHIPMENTS IN CITRUS BY MONTHS
SEASON 1930-31


Month
September
October
November
December
January
February
March
April
May
June
July

Total Season


Oranges
8
1783
3507
4151
4377
4739
4480
3456
3347
939
18

30805


Grapefruit Tangerines
1038 0
1916 0
2154 727
2225 795
3239 841
3544 552
4167 137
4058 3
2820 0
757 0
41 0


Mixed
5
558
1694
3289
2821
2578
1735
1075
658
246
2


25959 3055 14661


Totals
1051
4257
8082
10460
11278
11413
10519
8592
6825
1942
61

74480


Reports Plants in Fine
Position For Extra Job
Practically all associations have
their packing plants in a fine son-
dition to operate at i'gh efficiency
and economy, reports Harold C.
Crews, manager of the new Field
Department, who since his appoint-
ment has been visiting the associa-
tions for a thorough inspection of
the plants and conferences with the
managers.
The department was created to
assist the associations to get the
most efficient and economical serv-
ice out of their plants and to help
out in operating problems. It came
as a result of a growing demand
'from the associations and managers
for a central advisory service.
Big Advance Made
Notable strides forward have been
made in plant efficiency and econ-
omy and in ttb development of man-
agement talent during the past
seven or eight years. Probably in
no other organization in the state
is there such rivalry among the
managers to reduce costs and de-
velop greater efficiency. Managers
are giving more study than ever be-
fore to improve methods and lower
costs.
Mr. Crews is going over each plant
carefully and discussing operations
with the manager. He is drawing
upon the experience of the whole
group and his own thorough ac-
quaintance with operations to pass
along new ideas and to develop
others.


New Arrangements Made
In order to facilitate the Hand-
ling of business with growerd4nd
managers at the Tampa office new
arrangements have been put into.
effect concerning calls on depart-
ments. By these arrangements it is
hoped that all having business at the
office will be saved the disappoint-
ment of long waits and possible fail-
ure to see the executive they wish
to call on.
Whenever possible appointments
will be arranged ahead of time with
exact specification of the time. This
will save both the time of callers and
the personnel. Instructions have
been given by General Manager C.
C. Commander that all engagements
must be strictly kept.
A reception room has been pro-
vided on the sixth floor to which all
callers will go that arrangements for
the call can be completed as speedily
as possible.

Contracts have been awarded and
work is well under way on the new
packing house for the Holly Hills
association. Concrete foundations
have been completed and the frame
and walls are going up so rapidly it
is expected that installation of the
machinery could start shortly after
the 15th.


October 15, 1931


SEALD-SWEET CHRONICLE






~EALD-SWEET CHRONICLE October 15, 1931


Seald- Sweet

Chronicle


Published twice a month in
the interest of cooperative
marketing and for the infor-
mation of the citrus growers
of Florida.

606 Citrus Exchange Bldg.
Publication Office:
Tampa, Florida
Postoffice Box 2349
Net Grower Circulation
over 12,500

Space Rates: $60.00 per page;
$35.00 half-page; $20.00 one-
quarter page; $2.00 per inch
all space under one-quarter
page. Minimum space: 1 inch.

Vol. VII OCT. 15, 1931. No. 10


Outlook
"A penny saved is a penny
barned" has double significance this
season.
It is gratifying to note the manner
in which the associations are meet-
ing the situation, making every
effort to cut down costs still main-
taining efficiency and high stand-
ards. Grower-members can feel sure
that the handling costs they will pay
will be the lowest in years, almost
comparable to the "old days" but
witHout the low standards of hand-
ling the fruit which prevailed then.
It is not to be hoped that this
season will be one of the alternating
"good" years which in the past have
almost invariably followed the
"poor" seasons. For once the grow-
ers will experience two sub-normal
seasons in succession, it appears.
This does not mean, however,
complete disaster as the "poor" sea-
sons so often have been character-
ized. While throughout the Ex-
change economy is the watchword,
every effort will be made to draw
from the markets all that they will
pay.
Working for Fair Season
The Exchange hopes to make what
might be a "poor" season a "fair" one
out of which the growers can get at


arouse the interest of tlN consum-
ers. With its own inspection service
it will maintain high standards. With
this service and its new connection
&n a field department it will go
far to limit decay and other factors
which take their toll.
The Exchange will have advertis-
ing and dealer service. It will have
sales promotion to use every avail-
able means to stimulate new demand
while retaining the old in spite of de-
pressed conditions.
Best Sales Service
There will be the best sales serv-
ice in the state, a service which in-
cludes employes of the growers out
in the markets, not depending en-
tirely upon the trade as most com-
petitors have to, to work up actual
sales and adjust any differences
which may arise. Like it did last
year, the Exchange will probe
through the entire market area,
spreading its distribution to every
community, not merely working a
few principal markets.
It is the big advantage of coop-
erative marketing that volume of
sales alone is not the big aim. A
private operator must move volume
if he is to make any profits which
supposedly come out of Handling
and selling charges. The profit of
the cooperative is that profit that
it can give its grower-members out
of the sales returns it can gain for
them.
It is in this that the big hope of
the members of the Exchange rests.
Volume of sales means nothing to
the grower if it does not return him
a profit above all cost. In the Ex-
change it is the price obtained for
the growers that counts.


Two Courts Speak
Lakeland Ledger and Star Tele-
gram-The greed of a few citrus
growers who would put their prod-
uct on the markets ahead of their
competitors has been effectively sat
upon in both federal and state courts
within the last two months. Judge
W. J. Barker's decision at Sebring
followed closely the action of three
federal judges in refusing to declare
unconstitutional Florida's law
against the use of arsenic sprays.


leas moderate returns aoove cost It is said that a million boxes of
of production. How far it can suc- fruit will be kept off the market in
ceed in this remains to be seen. The consequence of these court decisions.
consequence of these court decisions.
Exchange still has less than thle 75 The net loss to the admitted violators
percent which would control the sit- must be close to $2,000,000, but they
nation. deserve to lose it all and more.
Its present percentage though
four times greater than that of its T. ese men not only were attempt-
biggest competitor and within strik- ing to perpetrate a fraud on con-
ing distance of half of the total crop sumers in the north but were seek-
is not enough to control the crop ing to impose obstacles on compet-
but will permit it to do a good itors in Florida. Their purpose was
merchandising job, giving the grow- to make good money by bad prac-
ers real service to get their fruit tices at the expense of the public.
before the public properly and to The importance of Nathan Mayo's


Orange Juice
Chicago Herald-Examiner
Oranges have been termed by those two big-time observers of the
Zeitgeist, Arnold Bennett and H. G. Wells, the "modern staff of
,life"-a term hitherto sacred to bread. Not so long ago they were
just a luxury and their leading function was to decorate Christmas
trees.
Almost a thousand tons of them rotted yearly in California, since
they were not handsome enough and American taste did not run to
marmalade on buttered toast. The Volstead experiment proved its
wonderful affinity for gin, and in its pure state it has become the na-
tional ichor. Most humans would rather go without their morning
toast than forego their hooker of orange juice.
What gave it the final boost into popularity was the vitamin fad.
Scientists worked it out that a thimbleful of the juice gives a man
enough of the anti-scorbutic Vitamin C to last him a week. So, in
our racial exuberance, we gulp it by the flagon to keep on the safe
,ide.
The newest wrinkle is to have it delivered in the morning by the
milkman, frozen. Seven a.m. is the psychological time, too, for by
then the party is running low.

victory, which is shared by Judge too much. Florida is slowly and
Holland and J. Hardin Peterson as surely making it. impossible for un-
counsel for the commissioner of fair competitors to take advantage
agriculture, can not be emphasized of their neighbors.



Pack through-


BROGDEX

-and get more
"We will insist that the fruit we buy is Brogdexed and are willing
to pay a premium for it."-W. M. FISHER & SoNs Co., Columbus.
"If it were up to us to pay the small amount to have the fruit
Brogdexed we would gladly do so."-O'DONNELL-DUNN Co.,
Pittsburgh.
Almost without exception buyers prefer Brogdexed
fruit. They specify it on f.o.b. sales and frequently
pay a premium for it on auction sales. Some will not
handle any other kind.
Florida packers are fully aware of this situation.
They have seen the Brogdex volume jump from 1 /2
million boxes to 6 million boxes in a year's time. They
realize the time has come when it will be necessary
to ship better keeping fruit.
Some have played the game safe and put in Brogdex.
Others will attempt to obtain the equivalent of Brog-
dex control through experimental methods. It goes
without saying that there is going to be a lot of grief
and some heavy losses in store for those growers who
are willing to gamble on results.
Substitutes are rarely equal to the original. There
are spurious imitations of any thing that is good.
Brogdex has established a fine reputation and stands
today the popular choice of buyers in every northern
market.
Your own interest should dictate the use of the
genuine Brogdex treatment and let the other fellow
pay for the experimental work. There is a Brogdex
house near you.
Tune in on WFLA every Monday night at 7:45 for the'Brogdex program.

FLORIDA BROGDEX DISTRIBUTORS, Inc.
B. C. Skinner, Pres. Dunedin, Florida


PEALD-SWEET CHRONICLED


October 15, 1931














tell the


Y ou will never get at the real facts about fertilizers
until you get to your crops for the truth. That is
why we urge you to make this test: Use Nitrophoska,
Calcium Nitrate or Calurea for one-half of your next
application. Use another fertilizer for the other half.
Then you will see the difference-you will know which
fertilizer you should use. Crops tell the Truth! Let
yours tell you. Send for complete information today.
Just use the coupon below. Synthetic Nitrogen Prod-
ucts Corp., New York, N. Y., and Plant City, Florida.
JACKSON GRAIN COMPANY, TAMPA, FLORIDA


Eight Grades of Concentrated Complete Fertilizer. NITROPHOSKA (the high-analysis complete fertilizer, made
in eight different grades to meet practically every ratio requirement) feeds the crop from start to finish. It is an
even-feeding fertilizer-BOTH quick-acting and long-lasting.


15 % Nitrogen; 18.2% Ammonia. CALCIUM NITRATE (nitrate nitrogen combined with lime) is quick-act-
ing and supplies the soluble lime so necessary to citrus and other crops-even in soils already rich in lime.




34% Nitrogen; 41.3% Ammonia. CALUREA (Calcium Nitrate combined with Urea) is a crop booster that
supplies both quick-acting and long-lasting nitrogen in one material.

Mail This Coupon Now
JAcKSON GRAIN Co., Tampa, Florida, Dept. D: Please send me your free booklet "Better Crops at Lower Cost." This does not obligate me in any way.
I grow --_ acres of citrus ----- acres of truck crops. Name P.O. State ....----










GROVE, CROP AND PACKING-HOUSE NOTES


Despite adverse conditions, South
Lake Apopka association had a very
successful season the past year, re-
turning its members unusually fine
averages "on the tree" and operat-
ing at a cost tlht is remarkably low.
The association is also completely
out of debt.
The association, Manager Gus
Hall reports, pa'd as the general
average on all packed fruit $1.19 on
the tree with variety averages run-
ning as high as $1.825 on Valencias.
Even bulk and culls brought very
fair returns, the growers receiving
net from the association a fraction
more than 70 cents a box.
Total of all charges, including
picking, hauling, packing, coloring
and precooling, was 83.9 cents a
box, believed to be possibly a rec-
ord considering most of the volume
was oranges. Manager Hall an-
nounces that this season the packing
charge will be 65 cents a box for
both oranges and grapefruit. This
is the tl:rd successive reduction in
three seasons.
Following are the averages and the


volume.


Parson Brown &
Norris Seed.ess
Round Oranges
Pineapples
Valencias
Temples
Common Grapef't
Seedless Grapef't
Tangerines
General Packed
Average
All Bulk & Culls


"On the
Boxes Tree"

34,663 $1.794


67,621
46,460%
116,246
5,822%1
33,009%
31,090%3
26,771%


.688
.882
1.825
1.774
.546
.724
.684


361,686% 1.190
127,768 .701


Nine new members were voted
into Ft. Pierce association at a re-
cent meeting of the board, adding
10,000 boxes which with 20,000
boxes from International Fruit Cor-
poration give the association a pros-
pective pack of 250,000 boxes. Inter-
national will not operate its plant on
the Okeechobee road this season.
The new members are: R. C. Hard-
wick, Mrs. Emma Dann, Mrs. Neena
F. Rock, Nick Ricci, J. H. Smith,
Thurman Wilson, Richard Mc-
Culloch, Robert F. Campbell and
Mrs. EtHel C. Chisholm.
The addition in volume is slightly
more than the loss through decreased
production, Manager W. M. Mosely
believes.


DOUBLE CUT"
PRUNING SHEAR
All Styles and Sizes
Finest Made. Cuts from both sides of
limb. Does not injure bark. Delivered
free. Send for booklet "T."
Rhodes Mfg. Co., Grand Rapids, Mich


Inspection service of the Flor- Membership gains will build up
ida Citrus Exchange restored after the volume of Exchange fruit in


a lapse of three seasons will be very
complete, covering every phase of
operation which may have an in-
fluence on the condition of the fruit.
Plans for the service have been prac-
tically finished, reports Harold C.
Crews, manager of the Field Depart-
ment.
Beside checking on grade and
pack to hold these up to the high
standard adopted by the Exchange
tHI inspectors will keep an eye on
all machinery and equipment, look-
.ng for any flaws which might dam-
age the fruit or promote decay. The
machinery and other equipment, in-
cluding field boxes, will be inspected
regularly for protruding na:ls or
splinters that might bruise the fruit
while house help will be watched to
prevent rough handling.
Check Field Work
Coloring rooms will be inspected
to eliminate any possible sources of
decay and coloring will be watched
to see that it is not injuring the
fruit. Field boxes of fruit as tl3y
come in from the field will be check-
ed over for long stems, clipper cuts,
bruises and rough handling.
Four inspectors are already at
work and others will be added as
more houses get into operation.
Fourteen will be the full number
allotted, four to Polk, one jointly to
Polk and Orange and one each to
Lake, Indian River, St. Johns,
Pinellas, Hillsboro, Manatee, Lee,
Orange and DeSoto. The four now
in the field are A. M. Hendry in
Manatee, J. W. A. Hawk'ns in Polk,
William Vogt .in Polk and J. L.
Staudenmier in Lee.

Vero-Indian River Producers as-
sociation is making a number of im-
provements in its plant, among them
the construction of modern coloring
rooms with thla trickle system. M.
B. Crum, the new manager, has been
energetically pushing organization
work since his arrival, supplement-
ng personal visits to growers with
newspaper advertisements and items.


ESTABLISHED 1847

H. HARRIS & CO.

Fruit Auctioneers
Fruit Auction Terminal
Rutherford Avenue
Charleston District
BOSTON, MASS.
Cutler B. Downer Fred'k L. Springford
Harold F. Miles
J. Oliver Daly Clifford E. Myers


P'nellas almost enough to offset the
loss through the lighter crop, 0. J.
Harvey, Sub-Exchange manager, re-
ported to his board of directors
Preliminary estimates indicate
that the Sub-Exchange volume -i:l
be around 720 000 boxes, counting
only present signed membership.
Added to tl's is the volume of L. B.
Skinner of Dunedin, estimated at
110,000 boxes, shipped through
Chase Sub-Exchange.
It is estimated that the Exchange
will handle around 60 percent of
the Pinellas fruit this season. Press
reported estimates place the present
crop at about 1,400,000 boxes.
The Sub-Exchange has prospects
for additional gains. There are a
number of negotiations on which
would add a big volume of new fruit.
A new plant will go in operation
soon when the all-steel hkuse of the
Citrus City Growers at Largo is
completed. This replaced one burned
down during the season last year.
H. D. Ulmer of Indian Rocks, for-
merly a member of Citrus City, will
operate as a special shipper member
and has added many improvements
to his plant doubling its capacity.


Lake Region association at
Tavares was host to more than 200
growers and members of their fam-
ilies at a very successful and inter-
esting dinner meeting in the pack-
ing house, Saturday noon, Oct. 10.
Gen. Man. C. C. Commander, F.
W. Davis, general sales manager,
and J. Reed Curry of the organiza-
tion department attended and gave
informative talks. C. B. Treadway,
president, presided and J. B. Prevatt,
manager, presented a report on
plans for the season.
Mr. Commander talked on the im-
portance of economy in every step
of the handling of fruit this season
and explained how the Exchange
had cut its costs to the bone. He
expressed the opinion that citrus
will fare much better in the markets
than many expect if attention is
given to selection of sizes, maturity,
and the regulation of shipments.
Mr. Davis told about market con-
ditions and discussed the prospects
for citrus. Mr. Curry talked on or-
ganization work and the need for a
controlled industry.
Mr. Prevatt reported a number of
reductions in costs to the members
which in the aggregate will mean big
savings.


N'


',~1


SLOW PRICED FERTILIZERS

Usually mean


LOW QUALITY RESULTS


What do YOU want?



The fact that Gulf Brands, the "Standard
Brands PLUS" are never sold at cut
prices accounts for the high quality of the


product and the service which goes with it


Warehouses: Winter Haven, Lake Wa'es, Bradenton, Winter Garden
STOCKS Ar OTHER CONVENIENT POINTS THROUGHOUT THE STATE


1i~ ~


,j


N


SEALD-SWEET CHROMeLEE


October 15, 1931


f



g





i
~5d

?P


.






October 15, 1931 SEALD-SWEET CHRONICLE


(Continued from Page 1)
fruits and vegetables. For many
years citrus growers have been work-
ing for everybody but thJ3mselves.
Exploited from every side they can
not go on under such a handicap.
Growers have looked forward to the
time groves would become salf-sup-
porting, yet every year the crop ex-
ceeds 20 million boxes they take a
loss. Why, when Florida fruit is so
superior to competition and its pro-
duction cost so low? too many
profits to too many intermediate in-
terests.
Raises Important Question
"From the State Marketing Bu-
reau I find last year we shipped ap-
proximately 75,000 cars by rail and
boat, and another 25,000 by truck
or in can; not to mention several
thousand cars.never picked. In round
figures we handled a 36,000,000 box
crop at an average net return to the
grower per box for oranges, of 57
cents; a net return for grapefruit of
9 cents, and a net loss on tangerines
of 9 cents. Such a condition is truly
alarming and my first thought nat-
urally was, 'What is being done to
avoid a repetition?' 'How is it possi-
ble for California, with a cultural
cost of growing-Valencias last year
of $1.92, to be prosperous, whbn we
can grow them for a dollar and are
2000 miles closer New England and
1000 closer Mid-West markets?'
"From the most reliable sources
with whom I've been able to con-
tact I find next season promises a
crop not less than 25,000,000 boxes.
"Texas will have an increase of
several million over last year, and
the total from the two states will
be about the same as last year. Cali-
fornia's crop is also heavy.
"Our major fresh fruit competi-
tion is apples. Reports estimate the
new crop at 223,000,000 bushels as
against 162,000,000 last year. Here
lies a threat we dare not ignore, for
past experience shows low apple
markets to be the forerunner of low
markets for all fresh fruits, and
gentlemen, the citrus industry must
be put in order at once of our- 25,-
000,000 box crop is to be sold at a
profit.
"I next inquired about canning.
When I was last in Florida much
was expected. How did things work
out?
Points to Inadequacies
"This industry appears to be in
chaos. Between canning sour, un-
ripe fruit early in the season, culls
and drops late in the season, and
packing under a wide variation of
methods, no standardization has
been accomplished and considerable
dissatisfaction exists among jobbers
and retailers. Owing to inexperi-
ence, much of the summer stock was
not carried in cold storage as it


should have been, and its exposure
to the high temperatures we are still
feeling resulted in darkening and
souring of the fruit in the can, and
in some cases swelling of the cans
from gas.
"If the rough) figure given me of
about 1,000,000 cases unsold, and
much of that undergoing breakdown
is true, such a condition is also
alarming and again I asked, 'What is
be'ng done to avoid a repetition?'
"An enormous crop 50 percent
larger than anything in history of
cheap peaches have been put up by
leading canners which will be offered
at low prices backed by strong ad-
vertising. Peaches are the major
competitor of canned grapefruit.
Hawaii has the largest crop of pine-
apples in history, and the tHree lead-
ing packers have pooled a general
advertising campaign that will be


FletcheFor f Cooperative Marketing


backed with low prices. Pineapples
come next to canned peaches in pub-
lic consumption and competition
with grapefruit.
"In the September 24 issue of The
Times-Union I read of a national
survey by The Associated Press
which shows farmers have enough
food laid aside to last until the grass
turns green again. In North Caro-
lina club women have filled 4,500,-
000 containers as against 1,250,-
000 last year. In Alabama a com-
munity of jobless operated a canning
factory and put up enough to last
their families all winter. Fifty car-
loads of jars went into Arkansas
against 10 last year. Only four states
reported less activity along those
lines than in the previous year.
"If the American farmer already
has plenty to eat stored away, and
our peach and pineapple competitors
are out to get what demand is left,


"A Florida Heater for Florida Conditions"


Palmer Wood Grove Heater

A heater designed especially for Florida conditions, utilizing the fuel
nature has lavishly provided; simple in operation, low cost, cheap
operation and efficiency equal to the standard oil heaters.


Palmer Wood Grove Heater
has large fuel capacity and
perfect control. It can be
regulated to give ample
protection under varying
temperatures. When throt-
tled down it releases as
much heat as an oil heater
consuming one-half gallon.
of oil an hour. With the
draft open, it releases heat
equivalent to an oil heater
burning 21/2 gallons of oil
an hour.
With 50 heaters an acre,
one gallon an hour per
heater is recognized as
maximum firing.
"Toncan" Copper Alloy
Iron is used exclusively and
the heaters under proper
care should last 15 to 20
years.


Florida wood is an efficient
as well as inexpensive fuel.
One cord of long leaf, yel-
low pine weighs 4,000 to
5,000 pounds and is equal
in heat units to 229 gallons
of heater oil. The wood
cut into 12 inch lengths
,costs from $3 to $5 a cord in
'quantity purchases, com-
:pared with 229 gallons of
oil at 7 cents a gallon (in-
cluding transportation to
the grove and storage),
cost $16.03 three to five
times the cost of wood.
A cord of wood at $5 a cord
has the same relative value
as 32-36 distillate oil, cost-
ing two cents a gallon. Re-
member too that wood does
not leak and injure the
trees.


Patent Pending
Prices $1.10 to $1.50. Special introductory prices on request.
It is time now to make the necessary plans. It takes time to get the wood
ready and also to manufacture the heaters, as heaters are manufactured
on orders only. We will be glad to call and estimate your requirements.


Florida Grove Heater Corporation
J. E. PALMER, Manager
HAINES CITY, FLORIDA


where can a profit be realized from
canning or fresh fruit either?
(Continued on Page 8)


END

CITRUS PESTS

Highly successful results have
followed the application of OR-
THO KLEENUP for the control of
Scale, White Fly, Rust Mite and
(incombinationwithBordeaux)
Scab and Melanose.
CALIFORNIA
SPRAY-CHEMICAL
CORP.
61W.effersonSt.
Orlando, Florida
KLEENUP
a proven
oil spray for
citrus pests


October 15, 1931


SEALD-SWEET CHRONICLE






SEALD-SWEET CHRONICLE October 15, 1981


(Continued from Page 7)
Cooperative is Answer
"The answer is 'Only by coopera-
tive control.'
"The Florida Citrus Exchange is
recognized by the Federal Farm
Board as an organization complying
with all laws and rules making it
truly a cooperative association. I
believe in the cooperative idea and
in its practical application. The
prime requisite of such an associa-
tion is that it be grower-controlled
and owned. The principal purpose
of Congress in establishing thle Fed-
eral Farm Board and giving it a re-
volving fund of $500,000,000 was to
have it devise a system for proper
distribution and marketing of agri-
cultural products. They recognize
the Florida Citrus Exchange as the
medium through which the citrus in-
dustry of Florida can besst function.
"In a conversation I recently held
with John Snively, president of the
Exchange, who appealed to me as a
strong and sincere leader devoting
his entire time to the Exchange
cause, without salary, at the ex-
pense of his own groves, he out-
'ined the Exchange plans for con-
solidating the industry into orderly
competition to the end it would
operate under what he called the law
of supply adjusted to demand.
"Mr. Snively sees only a straight
line program with the man who owns
the tree at one end and the house-
wife at the other. He ruthlessly
hacks out all. non-essentials that
stand in the way of a profit to the
former and a low enough price to
the latter to encourage larger con-
sumption.
'Spare no expense to cultivate
the best but spare nothing from then
on, unless it fills a real need,' is his
slogan. He speaks of heavy savings
to growers through use of mesh
sacks and bulk shipments, through
greater utilization of water trans-
portation, but most of all through
cooperative 'control of the crop. 'We
face a year of reduced buying capac-
ity in all markets; home and for-
eign, yet', he says, 'give the Ex-
change control and this crop will pay
out.' He claims that with 68 pounds
per capital consumption of apples
against 5 pounds of grapefruit there
is little reason to fear even a 70,-
000,000 box crop, with supply ad-
justed to demand as it only can be
through Exchange control.
His Ideas Are Sound
"His logic that the cheapest place
to curtail what cannot be sold profit-
ably is at the grove is sound. Sound,
too, is his idea that culls and drops
must be kept away from canners and
trucks, and tHeir elimination from
competition with the balance of the
crop guaranteed. Using No. 2 fruit
only for canning would assure uni-
form quality of that product and
would remove about 4,000,000 boxes


from fresh fruit markets; setting a
high level for both and assuring a
uniformity of product now so sadly
lacking.
"His vision of a larger and larger
proportion of the crop moving to
Atlantic and European ports by wa-
ter, at decreasing rates with increas-
ing tonnage, is splendid. In this
program he says if the Exchange had
sufficient tonnage they could guar-
antee regular cargoes, and water
carriers would be in a position to
grant lower rates, which would in
turn influence rail rates.
"Water rates from Jacksonville
approaching 35 cents to New York


Fletcher for Cooperative Marketing


and 30 cents to Baltimore would be
fair to expect, under the Exchange
program, according to Mr. Snively.
Such rates, plus the attractive com-
bination open growers for assemb-
ling with their own trucks or by
means of barges, would just about
cut present costs in half. Possible
savings pointed out were:
"Using sacks versus boxes and
other packing house savings, 20
cents.
"Haul from packing house to
Jacksonville (using trucks), 5 cents.
"Haul from Jacksonville to At-
lantic ports, water versus rail, 50
cents.
"Total, 75 cents.
"Half this sum returned to the


DO BIG CLAIMS MEAN BIG PROFITS?
DO ADJECTIVES CONTAIN PLANT FOOD


A T SOME TIME or other you have tried "adjective
fertilizer." You know the kind - nice bags stuffed full of pon-
derous claims and impressive adjectives such as "best in the world,"
"perfect formula," "magnificent results," "incomparable materials,"
"oldest company in the field," "far-flung organization."


N Adjectives are fine on paper. But there's mighty little
plant food in a whole dictionary of them. For the last
few years fertilizer manufacturers have chosen to speak extrava-
gantly of their products, rather than permitting the products to
speak for themselves.

M O R, E Oh yes, we've probably had adjectivitis, too. But we've
decided that adjectives and claims alone don't grow
crops. We've decided to toss adjectives overboard. We know
NACO Brands can speak for themselves. NACO Brands say it
in crops, in profits.


A DJECTIV ES So we have set ourselves to the task of making a fer-
tilizer that will do what you want a fertilizer to do at a
price you can afford to pay. Try it .. without adjectives. We
have an idea that after you've raised one crop with NACO
Brands you'll tell your friends that it's wonderful But that will be
PER] your adjective, not ours. And we really like to have our customers
brag about NACO.



.' NITRATE AGENCIES COMPANY

; C 1401-1407 LYNCH BUILDING
06 JACKSONVILLE, FLORIDA



One of the fifteen different analyses of Peru.
vianite should meet the needs of your crops


grower would have meant the differ-
ence between profit and loss last
year; and the other half taken off
selling prices would have meant in-
creased consumption.
"Inland from these Atlantic ports,
trucks could be used most econom-
ically for sHlort haul distribution, and
rail beyond; and a further saving
effected.
Looks Toward Future
"In Europe the Exchange pro-
poses a campaign to develop new
markets for 3,000,000 boxes inside
the next few years. Mr. Snively
pointed out the growth of grape-
fruit consumption in England alone
from almost nothing a few years ago
(Continued on Page 10)


SEALD-SWEET CHRONICLE


October 15, 1931




October 15, 1931 SEALD-SWEET CHRONICLE


Today

as in the Past, Our

Policy is to Manufacture

Quality Fertilizer of Honest Ingre-

dients and Priced Accord-

ingly. Substitutes Nev-

er Enter Our

Mixtures.






Orange Belt Brands are noted for producing
maximum crops of quality fruits. And this
year more than ever Quality Fruit will com-
mand a premium.




REMEMBER-"THERE IS A DIFFERENCE IN FERTILIZER"


Lyons Fertilizer Company

OFFICES: N PLANT:
807 Citrus Exc. Bldg. LT 4th Ave. & 35th ST.
TAMPA, FLA. B TAMPA, FLA.


QUALITY FERTILIZER FOR QUALITY FRUIT


WW% --ns- -wv-


October 15, 1931


SEALD-SWEET CHRONICLE






SEALD-SWEET CHRONICLE October 15, 1931


(Continued from Page 8)
to 900,000 boxes last year as the rea-
son for his confidence in this pro-
gram; and which he claims one of
the vital factors under Exchange
consideration. 'Sell one box in
Europe, you have one less to sell at
home and thereby stabilize home
markets as effectively as you would
througH an added two box new do-
mestic outlet,' he said. In other
words, 3,000,000 boxes sold abroad
will hold price levels as effectively
as an added 6,000,000 market at
home. Nor can we let the present
demoralization in England influence
our faith in the ability of her splen-
did statesmen to pull their country
through. What we plan today bears
fruit in future years and the citrus


industry must lay its plans in full
confidence the future of export is
absolutely essential to salvation of
the industry.
"At Tampa the Exchange plans a
barge service up the Mississippi with
combination water, rail and truck
rates tHat would put fruit as far as
Kansas City for about half present
all rail rates. An enormous move-
ment should be built up along those
lines and negotiations are under way
with one inland water carrier to
use the same barge equipment now
operating on the Great Lakes in
summer on the Mississippi River in
winter. Sounds like a splendid deal
for both carrier and Exchange.
"To the best of my knowledge the
Exchange has never come before the


Fletcher For Cooperative Marketing


-Ylr


PLAY SAFE WHEN

INSTALLING HEATERS
In using "National Scheu" Heaters you are not
experimenting-you are playing safe. National
"Scheu-Louvre" Smokeless Heaters were devel-
oped and perfected years ago and have been im-
proved from year to year. Millions are in use
throughout the deciduous and citrus districts of
the United States. For nearly 20 years they have
been recognized as the standard in orchard
heating.


Galvanized Jumbo Heater
The Master of Them All


DEMONSTRATIONS
Our representatives will gladly
demonstrate to you the tried and
.proven practicability of any of
the National Scheu Smokeless
Orchard Heaters. It will take
but a few moments to show you
conclusively the remarkable per-
formance of these heaters-their
low operating cost and high ef-
ficiency.
Write For Descriptive Literature!

NATIONAL ORCHARD HEATER
CORP.
COVINA CALIFORNIA
9 South Clinton Street, Chicago, Ill.
Exclusive Distributors of National "Scheu Smokeless
Orchard Heaters" Manufactured by American Can Co.
EAVES ALLISON, Sales Agent,
209 No. 12th St., Leesburg, Florida.


Galvanized
Double Stack Heater


grower with the inducements pro-
posed.
Program Merits Approval
"Their program for developing
new domestic markets, extending all
markets from a seven months dis-
tribution basis to at least 10 months,
developing foreign markets, inten-
sive development of the canning in-
dustry, and cutting out of all need-
less costs between producer and con-
sumer by lowering packing, trans-
portation and selling costs merits
Hearty approval.
"Their plans for the ports of Jack-
sonville and Tampa promise enorm-
ous savings to the grower; bring a
volume of new business to both ports
that will go far towards making up
for certain losses in naval stores,
and merit the active cooperation of
every grower, banker and transpor-


station agency in the state, as well as
of the City of Jacksonville, and
every loyal citizen in it-for not a
business exists in this state that is
not dependent on agriculture for
its very life and especially is this
true of your city, the logical gate-
way for all Atlantic and export
movement on and out.
"Nor do cooperative plans con-
template tearing down present enter-
prise filling a useful place in the
distribution scheme. Do away with
commission houses? No. Many got
a bad reputation a few years ago
because of reprehensible practices
and even dishonesty on the part of
some. But modern distribution can
not exist without them and condemn-
ing these merchants as a whole for
the acts of a few is most unfair.
Rail carriers merit every support,
and Exchange control would permit
cooperating with them to the end all
competitive hauls open were rail
specified.
"I too favor using every trans-
portation and marketing agency that
can be drafted as long as their serv-
ice adds no burden to the growers.
"I would avoid every concern
whose object is to exploit the grow-
er for selfish ends. It is high time
we guarded more fairly the rights of
all allied interests for only by fair
play, consideration of the other fel-
low's problem and cooperation, be-
tween ourselves as growers, is there
hope of putting the citrus industry
on a solid foundation, strong enough
to carry the 50,000,000 box and
larger crops our acreage will soon
bring into bearing."


New Manager At Lk. Placid
Albert DeVane, grove superin-
Company, has been appointed man-
tendent for the Lake Placid Land
ager for Lake Placid association.
The association is starting its sec-
ond season and has prospects of a
larger volume than last season when
it handled 118,000 boxes, reports
Fletcher Gardner of the association
staff.
The crop in the Lake Placid ter-
ritory appears lighter by 10 to 15
percent than last season, he informs.
Quality of the fruit appears very
good. It is believed that the grape-
fruit will be the best in quality and
run of sizes that the section has ever
produced, he said.
Mr. DeVane has had the super-
vision of nearly 1,000 bearing acres
for the past few years, taking charge
of the groves when they were con-
siderably run down. They have been
brought back to excellent condition.
He has been one of the leaders in
the citrus belt in the movement to
reduce production costs and is one
of the principal advocates for min-
imum cultivation and good cover
crops.


1 1 11 1 I


SEALD-SWEET CHRONICLE


October 15, 1931


i~J~?j





October 15, 1931 SEALD-SWEET CHRONICLE


Mor-juce


A Profitable.

It is common argument of the necessity
speculative shipper, whose profits in director
a big crop year depend primarily on It requi
the operation of his packing house, on the i
that the grower in dealing with him tenance
does not carry the hazard of interest, change
insurance, maintenance, repairs, de- erated
preciation, etc. And it would be a refunde
good argument, if true. Fortunately profits
for the growers, however, many of over $5
them are realizing the large profits tons.
which can be made from an effi- Just
ciently managed packing operation. Pierce
They are earning for their own ac- 000 to
count and placing in their own charges
pockets these packing profits which City As
otherwise would be made on their Lakelai
fruit. ence As
Florida Citrus Exchange growers True,
have learned to welcome the profit- lished h
able hazard of owning and operat- Lake P
ing their own packing houses, and funded
they are operating them on a profit- 000 fro
able basis, at stand
Associa
Grower ownership, it is true, in- refund(
volves some slight individual grower mont A
investment in the packing house. It of the g


Hazard

;ates a responsible board of
's and efficient management.
ires the payment of interest
investment, insurance, main-
, depreciation, etc. But Ex-
associations owned and op-
by Exchange growers have
*d their members packing
totalling in the aggregate
00,000 on last season's opera-

as a few examples, Fort
Association refunded $88,-
its growers out of standard
the past season. The Haines
;sociation refunded $60,000;
id Highlands, $57,000; Flor-
sociation, $45,000.
these are old and well estab-
ouses. But then, consider the
lacid Association, which re-
to its grower members $5,-
m its first season's operation
lard charges. The Clearwater
,tion, one of moderate size,
3d $7,000, as did the Cler-
ssociation and many others
rower-owned affiliations.


Exchange growers have learned that the hazard of own-
ership is one which they would not want eliminated. It
is one which is entirely too profitable-a dividend paying
hazard with the dividends paid to themselves.



FLORIDA CITRUS EXCHANGE
TAMPA, FLORIDA


SEALD-SWEET CHRONICLE


October 15, 1931


! t









iald A Ile in Liccidei


So growers who plant For quality
use Ideal Fertilizers . . . .


Quality fruit is First a product
of your mind. Then by hard
work, careful tilling and planned
fertilizing, you make it grow in
your groves.
Fertilizing is not all of the battle
in producing quality fruit. But
it is a major factor in growing a
top-price crop.
IDEAL Fertilizers today stand
out in Florida as dependable,
correctly made plant foods for
producing quality fruit in prof-
itable quantity.
Thirty-nine years of experience
and leadership in the fertilizer
field have developed the
IDEAL formulas which are as
perfect as present scientific
knowledge can make them.
Growers who market quality
fruit year after year use IDEAL
Brands for all applications. They
know the value of service-
proved formulas.
Right now you are thinking
about fall fertilizing. There is no
better solution to your problem


than the use of IDEAL Brands.
IDEAL Fertilizers give your
groves the plant food they need
now to bring the present crop
to full, luscious richness. IDEAL
Fertilizers strenghten your trees
to withstand the stress of winter.
IDEAL Fertilizers supply a
generous margin of slow-acting
plant food that is retained in
the soil to give your trees an
added start in the spring.
Remember that quality fruit is
never an accident. Nor is the
excellence of IDEAL Fertilizers
an accident either. It is the re-
sult of long and patient study
of your citrus needs by quali-
Fied scientists.
Use IDEAL Brands for your
fall application.


IDEAL


e/ 0td


IDEAL Fertilizers are manufactured
in this huge plant in Jacksonville.



Write for your copy of this new and in-
formative free booklet on fall fertilizing
. .written by Bayard F. Floyd, noted
authority on citrus culture.


WILSON


& TOOMER FERTILIZER
COMPANY
Jacksonville, Florida


IDEAL Fertilizers, manufactured exclus-
ively by Wilson & Toomer Fertilizer Com-
pany, Jacksonville, Florida, have main-
tained leadership in Florida for 39 years.


-4* -

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. ,.' ; .-' '
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SEALD-SWEET CHRONICLE


October 15, 1931




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