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Annual Report Florida Citrus Commission Fiscal Year Ending June 30, 1953 August, 1953 C..2 cl 7-. UNIVERSITY OF FLORIDA LIBRARIES L I_ __I_ =___ Commission members Serving During the 1952-53 Fiscal Year L.F. Roper, (Chairman) Robert C. Wooten, (Vice O.C. Minton J,R. McDonald C.V. Griffin Harry Tooke Frank Chase C.V. McClurg Key Scales, Jr. W. Arthur Davis J. Frank Bennett J.J. Parrish, Jr. Chairman) Winter Garden Tampa Fort Pierce Plant City Howey-In-The-Hills Sanford Windermere Lakeland Weirsdale Frostproof Clermont Titusville COMMITTEES ADVERTISING COi1ITTEE: O.C. Minton, Chairman Frank Chase Robert C. Wooten C.V. Griffin W. Arthur Davis J.R. McDonald BUDGET COMMITTEE: C.V. McClurg, Chairman Robert C. Wooten W. Arthur Davis Harry Tooke C.V. Griffin O.C. Ninton RESEARCH COMMITTEE: Frank Chase, Chairman J. Frank Bennett W. Arthur Davis Key Scales, Jr. J.J. Parrish, Jr. MUSEUM COMMITTEE: W. Arthur Davis, Chairman Key Scales, Jr. Harry Tooke. J.R. McDonald J.J. Parrish, Jr. LEGISLATIVE COMMITTEE: J. J. Parrish, Jr., Chairman J. Frank Bennett Robert C. Wooten Robert C. Evans, General iIanager Ralph IM. Henry, Director, Merchandising and Advertising Paul S. Patterson, Advertising Manager Dr. L.G. MacDowell, Research Director Robert Stuart, Comptroller Florida Citrus Commission Annual Report July 1, 1952--June 30, 1953 FOREWORD Production of citrus fruits in Florida during the 1952-53 fiscal year declined from the record crop totaling 119,360,000 boxes the previous season to 110,520,000 boxes with the result that prices generally satisfactory to all phases of the industry were experienced, On-tree returns to the grower, estimated on the basis of data compiled by the U. S. Department of Agriculture, showed increases from $59.6 million to $95.9 million on oranges $17.3 million to $25.8 million on grapefruit, and $5.2 million to $5.7 million on tangerines. Several factors were responsible for the increased returns. Foremost, perhaps, was the decrease in the size of the crop. While the Department of Agriculture made an initial estimate of 81 million boxes of oranges in October, 1952, a reduction of 4 million boxes from this figure, made in December, 1952, had an immediate effect on the economic picture at all levels--on-tree, FOB packing house, auc- tion market, and at all points of the processing industry. Subsequent reductions in the crop made the supply-demand picture even more favor- able as the season progressed. Another factor contributing to the satisfactory price situ- ation was the condition of processed inventories as the 1952-53 season began. Supplies of canned and concentrated juices and salad packs were normal enabling processors to proceed at full speed, especially as it became known that the season's crop of fruit would be smaller than had been anticipated. One additional factor responsible for increased returns to growers was the continually increasing consumer demand for frozen concentrated orange juice. Early in January, 1953, the weekly report of the Market Research Corp. of America indicated that consumers were purchasing in excess of one million gallons of the frozen product each week. This situation continued, almost without exception, and producers were hard put to keep pace with the demand, despite a re- cord total of approximately 46,500,000 gallons frozen during the 1952- 53 season. While actual returns from advertising and merchandising are difficult to measure in terms of dollars and cents, the Commission's programs in both fields had an undeniable impact among the forces which acted to bring increased profits to grower, shipper, and pro- cessor. No other organization or agency in the entire citrus world has attempted to carry on such a promotional program on grapefruit and grapefruit products as has the Commission. Without this support, the plight of the grapefruit grower today might conceivably be dis- astrous. Directed chiefly at increasing the per capital consumption of all citrus products, the Commission's program has enabled the in- dustry to maintain demand reasonably in balance with supply despite a 275 per cent increase in the Florida citrus crop since the Commis- sion was established in 1935. The trend of the industry to process more and more of the available supply of fruit continued, and about 63 per cent of the 1952- 53 orange crop and 47 per cent of the grapefruit crop went into one or more forms of processed products. The production of frozen orange concentrate alone accounted for approximately 45 per cent of the total Florida orange crop. Several events transpired during the 1952-53 fiscal year which offer great promise for the Florida citrus industry. Among them were the development of "Florida 5-to-l concentrate,"' the inauguration of the Florida Citrus Commission's school education program, and the action of the 1953 Florida State Legislature in providing an increase in the advertising tax on grapefruit from four cents per box to six cents per box. The details and significance of these events will be discussed more fully at other points in this report. A final subject which might well be mentioned at this point is the increased interest in the work of the Florida Citrus Commission being shown by the various industry factors. During the 1952-53 fis- cal year, committees of growers, fresh fruit shippers, single strength canners, and concentrators were appointed to confer with the Commission as it began preparation for its advertising and merchandising program for the 1953-54 season. The Commission welcomes this increased parti- cipation by the industry and hopes that it will continue in the future. There are attached to this report tables showing the prod- uction, utilization, on-tree prices, and value of the orange, grape- fruit, and tangerine crops for the seasons 1942-43 through 1952-53* Other tables are included showing the pack of the various Florida cit- rus products for the same period. The Commission's activities are discussed under the following headings: I. General Activities VI. School Education Program II. Consumer Advertising VII. Research III. Professional Advertising VIII. Transportation IV. Merchandising IX. Statistical Tables V. Consumer Publicity I. GENERAL ACTIVITIES The Commission investigated and approved 1292 license appli- cations from fresh fruit shippers, canners, truckers, express shippers, brokers, etc. Of these, 1,056 were renewals and 236 were new applicants, A total of 250 special permits were issued during the season, most of them under Section 50 of the Florida Citrus Code. The Commission also issued 77 permits for the experimental shipment of new citrus containers. The Florida State Legislature, which met during April and May, 1953, passed several measures affecting the citrus industry. In- cluded was an amendment to the Florida Citrus Code permitting the Commission to grant special permits for the experimental shipment of a new "Florida 5-to-l frozen orange concentrate." This revision of the code permits concentrators, upon application to the commission, to re- ceive permits to ship frozen orange concentrate having a Brix rating of 58 to 60 degrees, as opposed to the 1l.5 to 43.5 degrees Brix set forth in the code for the standard 3-to-1 concentrate. Proponents of the higher Brix contended that the new product is more stable than the old, while retaining the same true fresh orange flavor. The amendment provided that the new product should be packed only in institutional size containers. Under the law, persons or firms receiving permits for the shipment of the new product must make detailed reports to the Commission on its distribution and sale. A second measure passed by the 1953 State Legislature in- creased the tax collected on each box of grapefruit utilized from four cents to six cents per box, and provided that a rebate fund of $100,000 be set up for the next two years to refund brand advertisers of fresh grapefruit only on the basis of $1 for every $2 spent in advertising individual brands, The legislature also revised the maturity requirements on grapefruit, lowering them one-half point after Jan. 1 each year. A measure affecting gift fruit shippers was enacted which provided that gift fruit shippers engaging in that business exclusively and using only their own fruit and/or fruit purchased from a licensed handler may secure a citrus fruit dealer's license without posting bond. A final measure passed by the legislature affecting citrus allowed the Commission 10 days in which to make legal publication of new or revised regulations instead of the five days permitted pre- viously, The Commission continued to operate the Florida Citrus Museum at Winter Haven, which was visited by thousands of tourists to the state in the 1952-53 season. Permissive use of the five new orange sizes was continued -1- for the 1952-53 season by the Commission as experimentation with the new arrangement on early and mid-season oranges and grapefruit progressed. A special committee was appointed to study citrus containers currently in use, and upon recommendation of the industry after sev- eral hearings on the subject, it was decided that the 20-pound bag should be eliminated from the list of permitted containers. Standard dimensions for all containers were established. The Commission requested that the U. S. Department of Agriculture issue a separate estimate on the Florida Temple orange crop each month, beginning with the 1953-54 season. This request was granted. New regulations designed to eliminate a multiplicity of count and pack arrangements on Temple oranges went into effect at the begin- ning of the 1952-53 season, and, after a slight adjustment at the re- quest of the industry, were used to great advantage by shippers and receivers of Temple oranges. New grade standards on oranges, grapefruit, and tangerines, developed by the cooperative effort of the Commission and the U. S. Department of Agriculture during the 1951-52 season, went into effect as Federal and State standards at the beginning of the 1952-53 season. Weekly, monthly, and quarterly reports from the Market Research Corp. of America concerning the retail movement of processed citrus products, were purchased in cooperation with the U. S. Depart- ment of Agriculture and the California citrus industry. Weekly and monthly statistical reports compiled from various data furnished by the Florida Canners Association, the U. S. Depart- ment of Agriculture, the Growers Administrative Committee, the Market Research Corp. of America, and the Federal-State Market News Service were published by the Commissionts Statistical Department and distri- buted to the industry. At the request of the Florida Tangerine Cooperative, the Commission appropriated funds to defray the cost of a trip to Japan by Dr. A. F. Camp to determine if Japanese Citrus Canker is present in that country. xr. ** f. -2- II. CONSUMER ADVERTISING The 1952-1953 fiscal year which ended June 30, 1953, saw the ad- vertising program of the Florida Citrus Commission expanded and made more effective. Throughout the 1952-1953 campaign, two basic objectives guided all the thinking and planning done by the Commission's staff and the Com- mission's advertising agency, the J. Walter Thompson Company. Briefly stated, these objectives are: 1. To increase per capital consumption of oranges, grape- fruit, tangerines, and limes in the United States and Canada. Uith virtually all American families consuming some citrus fruits and with Florida accounting for over 70% of U. S. citrus production, the job is to get people to eat and drink citrus products more often and in larger servings. 2. To increase the preference for Florida's citrus pro- ducts. The attainment of these objectives is beneficial to the entire citrus industry of Florida, including growers, shippers, and processors. Furthermore, a large-scale national effort to increase total consumption is a task that no individual shipper or processor is undertaking or could afford to undertake. In view of the increase in production from plant- ings that are not yet of bearing age, an increase in per capital consump- tion is of paramount importance By treating the fresh, frozen, or canned products in each advertisement, it is possible to secure repetition of the main ad- vertising theme. For example: each orange advertisement emphasizes the importance of Vitamin C and most of the grapefruit advertising emphasizes the low calories in this fruit and its value in reducing diets. These ideas are repeated over and over in each advertisement whether it be in magazines, newspapers, on radio, or television and the reader or listener makes his own choice as to the form in which the pro- duct is purchased. It is not an objective of the Commission's advertising to attempt to switch readers from buying fresh fruit instead of processed or vice versa, but to increase the total demand and allow free competition be- tween the several forms of product and the many brands. The Commission's advertising must be aimed not at the competition between fresh fruit and processed fruit but rather that from bottled beverages, other fruits, and other juices. The effectiveness of advertising is obviously increased if it is able to go with the trends in consuming habits. At the present time, vitamins and reducing are important to millions in America. The orange advertising endeavors to capitalize on the former and the grapefruit ad- vertising on the latter; thus relating itself to numerous newspaper and magazine articles and subjects that are being discussed and thought about by a large section of the public. Florida Citrus Fruits all have extraordinary advertising points-- deliciousness, healthfulness, convenience, value in fighting flf',t in reducing diets, etc. The Commission's advertising seeks to present these characteristics in an interesting and convincing way and repeat them so often that they become accepted by an increasing share of the growing American public. The 1952-1953 season has stressed a further expansion of Floridats markets for processed citrus products. Today over 60% of Florida's citrus crop is sold the year around from coast-to-coast either frozen or canned. This trend is tending to minimize the winter peak and summer valley in Florida's citrus marketing and advertising. Specifically, Florida's advertising has moved toward these goals: ORANGES For the third successive year, Florida orange advertising has .:-* featured "A:Full;Big Glass6t of Florida Orange Juice for the Vitamin.C You Need -- One Vitamin Your Bbdy Cannot Store Up." SWherever.:,possible color hapsbeen used to accentuate appetite appeal. United States per capital orange juice consumption is now 1.5 ounces per person per day. Just a half ounce more would re- quire another 60 million boxes of fruit. GRAPEFRUIT "So Good So Many Ways" was the underlying theme of Florida's advertising to get grapefruit served more ways, more often. Florida grapefruit advertising has told housewives new, in- teresting, but simple ways to serve Florida's "Bracer Fruit." And this season, riding a wave of national publicity, Florida grapefruit's important part in reducing diets has been featured, particularly to women. Grapefruit's importance in resistance-building during flu and cold seasons has also been stressed. TANGERINES The season is "Short But Sweet," so goes the advertising theme -4- for tangerines with its emphasis on holiday sales. Color has played an important part in making tangerine advertising attractive. Florida Tells Its Story Many Ways With more and more of Florida's customers West of the Mississippi, (particularly consumers of processed fruit) national advertising through magazines has become increasingly important. About 1/3 of the Commission's appropriations in 1952-1953 was spent this way. Daily newspapers, television, and radio were used in Florida's major markets during the fresh fruit season. Local advertising was kept in step with movement of the crop to-give the extra support needed when shipments were heaviest. The Canadian market, growing more important to Florida every year, received an increased share of the advertising pressure. A continuing schedule of advertising was placed in the nation's leading publications going to food retailers telling them the importance of properly handling Florida's frozen concentrates. In major markets local food dealer publications backed up the Commission's field merchandising staff in securing retailers' cooperation during the fresh fruit season. I MAGAZINES - - -- Budget: $704,300 30% Thirteen color pages were placed in Life and The Saturday Evening Post and six half-pages in color in The Ladies' Home Journal. These three growing magazines have given the Florida Citrus Commissions advertising a broad base, reaching virtually every community in the United States, and providing the finest color reproduction of Florida's citrus products. II DAILY & SUNDAY NEWSPAPERS Budget: $703,700 30% 219 daily newspapers in 145 markets used primarily during the fresh fruit season. Color was added in local Sunday News- paper magazine early in the season. Newspapers have reached Florida's best customers families in large urban areas. Large advertisements scheduled on food shopping days provided the Commission's field force with a powerful tool to enlist promotional effort from major food chain stores and independent retailers. III TELEVISION - - Budget: $434,600 18% Television with sight-and-sound demonstration is a "natural" for Florida's citrus products. In eleven major markets, starting with New York City, the Florida Citrus Commission participated in popular homemaker programs with well-known food experts like Josephine Mc Carthy. As a test in the growing children's market, "Happy's Party," a Saturday morning television program for children was placed for 30 weeks on a network consisting of New York, Detroit, Pittsburgh, and Washington. The response to this advertising was good and the experience will be valuable as the Com- mission's program in this field is expanded. Due to lack of funds, the program was discontinued except in Pittsburgh. Early in 1953, the Commission secured the exclusive tele- vision advertising rights for Miss America for Florida fresh and processed citrus. Filmed commercials with her endorse- ment of Florida fresh grapefruit and canned juice and sections were placed adjacent to popular evening television programs in 30 major markets. IV RADIO -- - - ---- Budget: $270,000 11% Despite television's recent acclaim, radio, when used properly offers an advertiser many opportunities to reach large audiences inexpensively. During the fresh fruit season, spot announce- ments for Florida fruits were carried by 56 leading stations in 17 of Florijals.fresh fruit markets. For extra advertising pressure in Southern markets, a 15-minute program featuring the popular Crusaderst Gospel Quartet was scheduled three times a week in 22 important cities. V CANADA -- ------- -- -- Budget: $51,500 2% Canada was told about Florida Citrus in the Nancy Sasser Shopp- ing Column of Canadian Reader's Digest. In 8 big centers like Montreal and Toronto, newspapers provided extra selling power. During 1952-1953 the special Temple advertising program, in- stituted the previous year in New York City and Cleveland, was carried forward with the addition of the New York Suburban Market, Philadelphia, and Chicago. A special "hypodermic" campaign in five top markets was also scheduled for grapefruit when a sagging market threatened. In June, a highly successful promotion was built around pro- cessed citrus products for outdoor eating. It was supported by news- paper advertising in 135 cities. The Commission's field merchandising staff has effectively used the Commission's advertising program* in its own promotional.work. -7- III, PROFESSIONAL ADVERTISING Florida citrus fruits and juices, in addition to being good to the taste, are also good in a health sense. Physicians have long recognized citrus as the best source of natural Vitamin C and have prescribed it for their patients, Research scientists, however, are working constantly in an attempt to learn the many other attributes found in citrus which may be beneficial to health, and it has been the objective of the Commission to keep the medical, dental, and nutritional professions aware of these findings. The Noyes and Sproul, Inc., agency of New York, has been employed to keep abreast of the new discoveries and place advertisements and publicity in the various professional journals advising the readers of this work. Basically, the work of Noyes and Sproul for the Commission is divided into five different phases: 1. clinical research; 2. lite- rary research; 3. advertising in medical and ancillary professional journals; 4. informational brochures; and 5. public relations. A brief discussion of each phase of the program will summarize the act- ivities of the Commission and its agency in this field. CLINICAL RESEARCH: The agency works with the Commission's research department in arranging various clinical research projects at leading universities and medical schools. Further details on this phase of the program may be found in the report of the Commissionts research department in Section VII. LITERARY RESEARCH: All leading professional journals are continually checked for the latest information on Vitamin C and citrus. Pertinent material is made available to the proper persons concerned and forms an in- valuable background for the agency's work in behalf of the Commission. ADVERTISING IN MEDICAL AND ANCILLARY JOURNALS: During the 1952-53 season, the Commission's professional advertising was inserted in five national general medical journals for a total of 37 pages, one obstetrical journal for six pages, three ped- iatrics journals for 18 t-o-page spreads, one public health journal for five pages, two osteopathic journals for 12 pages, three dental journals for 17 pages, three hospital journals for 18 pages, four nursing books for 22 pages, and five home economics journals for 30 pages, for a total of 183 pages. At a cost of less than $90,000 the following market was approached: PROFESSIONAL MARKET "INFLUENCE MARKET" 150,000 Physicians L6,000,000 Patients 5,500 Pediatricians 9,000,000 " 11,000 Osteopaths 8,000,000 " 75,000 Dentists 35,000,000 " 8,000 Hospitals 56,000,000 " 350,000 Nurses 26,200,000 " 80,000 Home Economists 35,000,000 Consumers 679,500 Persons in Professional 215,200,000 "influence" contacts Fields annually Copy in these professional journals centered around the following subjects: "Practically All the 305 Million Newborns Can Be Started on Citrus This Year." "Will 200,000 Newborns Develop Hidden Scurvy?"' "'26 Million Overweight Americans" "Citrus Can Help to Speed Recovery in 10 Million Surgical Cases" "New Findings About Citrus and Vitamin C" INFORMATIONAL BROCHURES: The Commission continued the distribution of its booklets printed several years ago and entitled "Citrus Fruits and Dental Health," "Citrus Fruits and The Nationts Health," and "Citrus Fruits In Health and Disease." Supplies of the latter two publications were exhausted and provisions were made for the last named booklet to be revised in the 195.3-54 season. PUBLIC RELATIONS: Information on the role played by citrus and Vitamin C in the health of the nation is distributed by the agency to more than 1,000 columnists, science writers, science editors for syndicates, newspapers, magazines, and wire services, state and city health department bulletins, and medical, dental, hospital, drug, and ancillary journals who receive the material and use it at no cost to the Commission. In this manner, the lay reader is reached with the news of citrus research and how it effects personal health. Through these influential persons and their important outlets,, it is believed that many millions of readers are reached. Important among the outstanding accomplishments from a public relations point of view during the 1952-53 season were the following: 1. J. D. Ratcliff's article on "Rh Factor" in the October, 1952 issue of Woman's Home Companion. 2. John Goetters story on Javertts Findings on the "Rh Factor", carried by King Featureq Syndicate on January 27, 1953, and appearing -9- in 300 newspapers. 3. Science Digest report on Ratcliff's Woman's Home Companion article, appearing in the issue of January, 1953. 4. Josephine Lowman's columns on Vitamin C in school lunches, diet deficiencies, etc., distributed by the Register and Tribune Syndicate. 5. Dr. Edward P. Jordan's columns, "The Doctor Says," syndi- cated by Scripps-Howard. 6. Article on "Stability of Frozen Juice in the Refrigerator" appearing in the Better Homes and Gardens magazine. 7. Dr. George R. Cowgill's article in the June, 1953, issue of Lifetime Living, entitled "You Need More Vitamins." Dr. Cowgill is Professor of Nutrition at Yale University. The agency also developed charts for three different age levels for dissemination through educational channels. Prepared in collaboration with experienced educational authorities, these charts were publicized in 200 educational journals on a national scale and in a brief period of time 300 different requests for varying amounts of the charts were received. -10- IV. MERCHANDISING One of the activities of the Florida Citrus Commission which has gained tremendously in popularity with the industry and the various trade factors in recent years is the work of the field merchandising representatives. Recognizing the benefits accruing from this operation, the commission in January, 1953, authorized the field staff to be in- creased to h4 men, and in June, 1953, the need for further expansion was noted and the employment of 11 more men was authorized, bringing the force to a strength of 55$ The organizational set-up of the field force, outside of the Lakeland headquarters, provides for two divisional managers, one in New York and the other in Cincinnati, and 12 regional managers. Field representatives are maintained in Los Angeles, California, Seattle, Washington, Montreal and Toronto, Canada, and in all of the major citrus markets east of the Rocky Mountains. The largest concentration of manpower of course lies in the states east of the Mississippi River, where the majority of Floridals citrus products are sold. The Commission attempts to obtain as many members of its field staff as possible from Florida. At present, 25 field representatives are Florida natives, most of them graduates of Florida universities. New members of the staff are given a week of special training upon their employment and then are placed under the direct supervision of an experienced regional manager before being sent out on their own. Divisional meetings are held each year, in addition to an annual meet- ing of the entire field force held in Lakeland in the Fall, prior to the beginning of the new citrus season. With an estimated 72 per cent of the business in retail food stores today being of the self-service type, the Commission's field force must take the place of the food store clerk by erecting displays of fresh and processed citrus that will instill in the customer a desire to place our products in her shopping basket. The field force must be in constant touch with the retail outlet, arranging for the erection of displays, conducting product demonstrations, and seeing that the retail merchant is taking full advantage of the assistance offered him by the Florida citrus industry. In the 1952-53 fiscal year, the Commission's field represent- atives made 81,741 calls on the various trade factors, erecting count- less thousands of displays of fresh and processed citrus and conducting 2091 demonstrations. The Commission's field men are fully equipped with juice bars and dispensers for use in these demonstrations. Our 20 automatic fresh fruit juicing machines are constantly in use and in many instances there is a waiting list of stores which have requested an appearance of the juicer for a special citrus promotion. The work of the Commission in demonstrating how effective the juicers can be in moving large quantities of fresh fruit has resulted in many of the larger retail organizations purchasing their own machines. Another important tool of the Commission's field man is a supply of colorful point-of-sale display material, designed to catch the consumer's eye and motivate a desire for our products that will result in a purchase, In the modern-day merchandising scheme, much of the sales effort is geared to impulse buying at point of purchase. More than 5,500,000 pieces of display material were produced and dis- tributed by the Commission to take advantage of that trend. During the 1952-53 season, the Commission's field staff carried on a special promotion on tangerines, in cooperation with the Florida Tangerine Cooperative, in seven mid-western markets, resulting in an increase of more than 66 per cent in tangerine sales. A total of 176 store demonstrations were held during the special campaign. The Commission's Temple orange advisory committee has con- sistently favored the store demonstration technique in promoting this unique and popular hand-eating fruit. A special Temple orange campaign was conducted by the field force in New York, Philadelphia, Cleveland, and Chicago, which included special local media advertising and 395 store demonstrations. When it became apparent that grapefruit would require an extra promotional effort in February, 1953, the Commission appropriated $25,000 to conduct a special campaign in five cities--Boston, Buffalo, Albany, Detroit, and Pittsburgh. Emphasis in the 148 store demonstrations held was placed on Duncan Seeded grapefruit, but all grapefruit pro- ducts benefited from the extra effort. In addition to its own promotions, the Commission participated in five national citrus drives, conducted by the National Citrus Mer- chandising Committee, which is made up of representatives from the Florida, California, and Texas citrus industries, plus representatives from the various trade organizations in the country. Hundreds of thousands of special kits were prepared and distributed.in support of these promotions. Another 20,000 special kits of display material were prepared for promotions with different chain organizations over and above the national drives. The Florida citrus industry has always enjoyed an extremely cordial relationship with the various trade factors. In recent years, this close cooperation has been fostered greatly by a series of trade luncheons held in the individual markets from Quebec City, Canada, to San Antonio, Texas. The Commission invited more than 1550 top men from the trade to eat with them in 25 major markets during the 1952-53 sea- son, at which time the Commission's staff presented at firsthand its proposed program of advertising and merchandising for each particular market for the coming season. Acceptance of this activity by the trade has been highly satisfactory, and the Commission believes the returns from the personal contact have been great. The Commission's moving pictures--The Sun Goes North, The Concentrate Story, and Profitable Partners---have received hundreds of -12- showings before trade and consumer groups during the past season and the 15 projectors used by the field men are kept constantly in use. Another activity of the Commission's field staff is to work closely with the newspapers carrying the Florida citrus advertising schedule. Most of these newspapers have merchandising staffs of their own, who spend a portion of their time calling on retail merchants urging them to use the display material offered by the Commission and assisting them in tieing in their own newspaper advertising with that of the Commission. These newspapers furnish the Commission with tear- sheets of all retailer-paid advertising placed on Florida citrus pro- ducts, and the Commission staff in Lakeland keeps a record of the lineage and the cost. During the 1952-53 season, these records reveal- ed that retailers spent an estimated total of $643,836 advertising 'lorida citrus, or $1.11 for every $1 spent by the Commission in its own newspaper advertising program. The Commission carries its program to many groups which have influence in spreading the usage of Florida citrus by the use of dioramas depicting the various phases of the industry. A total of 41 conventions of physicians, dentists, home economists, dieticians and retail and restaurant organizations were attended during the 1952-53 fiscal year. In addition exhibits were maintained at the Florida State Fair in Tampa and the Leon County Fair in Tallahassee. The Commission also participated in the 58th annual convention of the International Apple Association held in St. Louis in August, 1952, where more than 750 persons were present. The Commission's float in President Eisen- hower's Inaugural Parade in Washington in January, 1953, received a beautiful trophy for the best float from the many entered. Notables in the major and minor league baseball world, in Florida for their annual Spring training, were entertained at Tampa at the Governor's Baseball dinner. Reports of the activities of the Commission's field staff are made each week to the industry, with more than 425 officials of fresh fruit packing houses, processors, and others in allied fields receiving the information. 1he Commission's field men actually are the eyes and ears of the industry at the retail level, keeping a close watch on the factors of supply and demand, reporting on the sales techniques and relative movement of competing fruits and juices, and acting generally as a liaison agent between the trade and the Florida industry. The value of this activity cannot be overestimated. This conclusion is assured by the many fine comments received from the in- dustry and the retailers, wholesalers, and distributors in the mar- kets. The constant and increasing demand for the services of the field staff offer great promise for the future of the merchandising activities of the Commission. -13- V. CONSUMER PUBLICITY PROGRAM For the 17th consecutive year, the Commission continued the services of Dudley, Anderson, and Yutzy, Inc., of New York, to handle its consumer publicity program. This program consists of furnishing newspapers, magazines, television and radio stations with material on the use and preparation of fresh and processed citrus. The various media accept this material readily and print or send it out over the air waves as a public service to their readers and listeners, at no cost to the Commission for the space and mechanical production nec- essary. A circulation count of 774,685,399, based on actual clippings of printed material returned, was accounted for during 1952-1953. This means that for every dollar expended through this program, 1l,085 reader impressions have been made. This figure represents the coverage obtained for Florida citrus news in national and sectional magazines, newspapers, supple- ments, house organs and company publications, and does not take into account the vast influence of similar activities in radio and tele- vision and other educational outlets which cannot be counted with any accuracy. Since the inception of this program, the goal has been to obtain as much so-called "free" space and time as possible, and to in- sure news about Florida in those publications where advertising either cannot be purchased or sensibly afforded -- such as school journals, company magazines, cookbooks, religious publications, store leaflets, the hundreds of small town daily and weekly newspapers. Jhile it is impossible to ever accurately compare or evaluate closely the value of such space (since there are no actual rates for editorial columns), it is well known that editorial features get much higher readership than any other magazine or newspaper content. Space occupied by the color food pictures alone featuring Florida citrus, which have been placed in daily and Sunday newspapers by Dudley, Anderson, and Yutzy during the year, would cost over $300,000. The agency's home economics department is the nucleus of the food publicity operation, and its test kitchen is the source of new ideas for presentation of Florida citrus menu uses. These ideas must be sound to merit the attention of the food editors of national magazines, newspaper syndicates, cookbooks, etc., and the fact that they rate high is attested to by the circulation achieved for our features in the following important fields: National Women's Magazines..... 87,247,585 Store-Sold Magazines ........... 2,739,175 Farm Publications.............. 31,159,241 Restaurant Magazines .............. 280,186 Store Service Leaflets............1,513;061 House Organs....... ... ............. 130,825 Color in Sunday Supplements..... 26,2l9,057 ITeekly Newspapers................ 12,119,444 Newspaper Syndicates........... 236,641,208 Other Newspaper Releases....... 354,605,717 In addition to the printed word, Florida citrus publicity has been just as active and rewarding in radio and television. Scripts go weekly to 387 radio stations and to nearly 100 TV programs. We have actual proof of more than 100 entire programs devoted to Florida citrus "free" through our television service during the year. The Florida Citrus Commission entertained the 150 by-line writers attending the 1952 Newspaper Food Editors Conference in New York at a "Florida Fresh-Up" hospitality suite, a project which has become an annual feature of our program for its value and influence throughout the year. In the interests of Florida citrus, account re- presentatives attended also the conventions of the American Women in Radio and Television in Atlanta, Ga.; the American Dietetic Association in Minneapolis; the Home Economics Convention in Kansas City. In view of increasing competition, personal visits have be- come more necessary, and because of this, trips were made to nearly 20 cities most important in the Florida market picture, during which over 150 writers, broadcasters, cooking demonstrators, etc. were contacted. VI. SCHOOL EDUCATION PROGRAM The seed for this highly promising activity was sown in Hardee, DeSoto, and Charlotte counties during the 1951-1952 season when an ex- periment was begun under the direction of Dr. Robert E. Rice, Public Health Officer of those counties. The study by Dr. Rice was started after definite evidence of Vitamin C deficiency was discovered in the school children of that area. The Commission cooperated by assisting in getting the program underway and heard a report from Dr. Rice at its July, 1952, meeting that preliminary surveys indicated a 40 per cent im- provement in the health condition of the children participating in the program. Accordingly, at its September, 1952, meeting the Commission authorized the employment of Irs. Helen Stewart, of Jacksonville, as director of a school education program, and set up a budget item of $15,000 for its activities in the 1952-1953 fiscal year. The purpose of the program was to increase consumption of citrus products so as to keep pace with citrus production. The device used was the development of a sound long range educational health program that could be expected to win the endorsement and support of health, educational, and parental leaders throughout the state and, ultimately, the nation. Mrs. Stewart, well known in Florida school and Parent-Teacher Association circles, embarked on a three-point program designed to: 1. Stimulate and coordinate the activities of key individuals and or- ganizations interested in the increased use of citrus information and products; 2. Integrate supplementary teaching aids on the subject of citrus in the school curriculum; and 3. Create a situation in which the consumption of citrus becomes a definite part of each child's day. The response from educational and health officials in the state was immediate and a State Advisory Committee was formed consisting of the State Supervisor of Home Economics; the Nutritionist, State Health De- partment; Head of the State Dental Bureau; Supervisor of State School Lunch Education; President of the Florida Congress of Parents and Teachers; and representatives from the State Dietetics Association, the State Dental Association, the State Medical Association, and a representative of school principals in the state. By working through the State Advisory Committee, the program was removed from the "frowned upon" category of advertising promotions and introduced as a highly respected program approved and recommended to the schools. All plans made by the committee were submitted to the State Department of Education and the State Board of Health before being introduced into the schools. Twenty Florida schools were selected for voluntary pilot studies on the basis of geographic location, size and type of community, age and grade level of children. Eight of these pilot schools were primarily . -16- concerned with the medical and nutritional aspects of the program. Dental examinations were made before introduction of the citrus juice program. The Florida Citrus Commission provided these schools with dispensers, paper cups, orange juice, and cup disposals for a ten weeks study. There were approximately 2,000-children involved. All of the children received five ounces of orange juice daily. The children showing Vitamin C deficiencies received ten ounces. Dental examinations were also made at the conclusion of the ten weeks time so that the outcome would be a basis for showing, statistically, the bene- fits to be derived from increased Vitamin C intake in the daily diet. The other twelve pilot schools were concerned primarily with the physical and practical aspects of the program concerning them- selves, mainly, with the problems of supply, storage, consumption, dis- pensing, labor, sanitation, cost, etc. In schools where an educational program was conducted in con- junction with juice sales -- the sales doubled or tripled. In two schools in the same city: the one in which there was no educational program sold five gallons per week -- the one in which an educational program was conducted sold 120 gallons in a week. The latter school was the smallest school. Purposes of the pilot studies were: 1. To evaluate current methods and develop new ways of serving citrus in the schools; 2. To evaluate the health status of children receiving citrus; 3. To intro- duce the program into the key counties of the State, giving each county its own personal experience with the program, thereby creating interest and friends for future program plans. Good, educationally sound nutrition materials were needed for classroom use for all grade levels to familiarize the children with the importance of citrus in their daily diets. These children will in this way form food habits that will follow them throughout their lives. .These materials were developed in cooperation with the State Department of Education and Florida State University. They will be presented to the State Courses of Study Committee for approval for use in the public schools. While results of the medical and nutritional study have not as yet been made public, preliminary indications are that the percentage of improvement in the children receiving orange juice daily was highly satisfactory, and the Commission has been urged by medical and dental officials associated with the primary tests to continue a similar study in the 1953-195h season. A resume of the activities of the school education program was presented to members of the Florida Canners Association in May and that organization later endorsed the objectives of the undertaking whole- heartedly. The Commission feels that its school program is progressing well ahead of schedule. Already more than 200 Florida schools have indicated a desire to have a dispenser program operated for their students. in the 1953-1954 season. Information on the program has also reached other states and at least two have requested that an attempt be made to institute a similar educational and nutritional study in their school systems. -18- VII. RESEARCH I. COOPERATIVE RESEARCHhWITH THE CITRUS EXPERIMENT STATION AT lAKE ALFRED,..FLORIDA. This cooperative research is concerned primarily with problems of citrus processing, with particular attention to frozen concentrated orange juice and canning methods; problems of treatment and disposal of citrus waste materials by methods that may yield useful by-products; and problems of decay control. A. Processing and By-Products Research The plant for processing citrus juices was operated during the citrus season from November 1, 1952, to June 30, 1953, using 1,897 boxes of fruit in processing 329 packs, including frozen and heat-treated concentrates and single-strength canned juices. 1. Standardization of Processed Citrus Juices. Exploratory packs of frozen grapefruit concentrates and limeades containing various amounts of sucrose and dextrose were examined monthly for sugar hydrate forma- tions during storage at -80F. It was sound that amount and ratio of added sugars, heat treatment, seeding, type of container and length of storage all played an im- portant role in sugar hydrate formation. Frozen concentrates, made from 9 different lots of Temple oranges, had the characteristics of good quality orange concentrate but lacked the typical Temple flavor. It was found that the addition of Temple peel oil to the concentrate was necessary to restore to the product the distinctive Temple flavor. Results of consumer discrimination studies on canned orange juice with various Brix/acid ratios, packed during the 1950-51 season, were reported in the publication "Taste Tests on Canned Orange Juices", Bureau of Agricul- tural Economics, U.S.D.A., Washington, D.C., June 1953, and "Selected Studies of Consumer Preferences for Canned Orange Juices", Dr. Richard L. D. Morse, Florida State University, Tallahassee, Florida. In order that further consumer preference studies could be made, 6 packs of canned Valencia orange juice, with Brix/acid ratio ranging from 12 to 22, were processed. 2. Storage Studies on Concentrated Citrus Juices. Twenty-two packs of Hamlin, Pineapple, and Valencia -19- oranges, Dancy tangerines, and Duncan and Marsh grape- fruit concentrates of varying pulp contents stored at -80, 00, and 100F. were examined. Besides studying the storage characteristics of the concentrated juices at these temperatures, samples were transferred from these temperatures at periodic intervals to 200F. to determine the subsequent storage life of the concentrates at that temperature. In general, during subsequent storage at 20F., the degree of clarification in the concentrates showed a relationship to the previous storage tempera- ture and to the pulp content of the concentrate. Packs of single-strength Pineapple and Valencia orange and Dancy tangerine juices were prepared and stored at 32 600, 70 80 and 900F. to study effect of temp- erature of storage on quality of these products. Since preliminary investigations had shown that the addition to canned orange juice of chelating agents, such as phytic acid, calcium phytate, and Versene, delayed slightly the developmenttof off-flavor that occurs during storage, several packs of orange and tangerine juices con- taining phytic acid were again processed and stored for future flavor evaluations. 3. Clarification and Gelation in Concentrated Citrus Juices. Concentrates of various folds, ranging from 180 to 780Brix, prepared during the 1951-52 season from Duncan grapefruit and Valencia oranges were examined to determine the effect of con- centration on the rate and degree of clarification which may occur in a concentrate because of enzymic action. The greatest rate of clarification occurred in Duncan grapefruit concentrates in the range of 18 to 41 Brix. Stability to clarification for three months storage at 40F. was obtained only when con- centration was above 60Brix. In the Valencia orange concen- trates clarification occurred at the greatest rate in the range of 180 to 51 Brix. Only those products concentrated above 70 Brix were stable during three months storage at 40F. The pectic substances in various citrus concentrates were determined using a previously developed rapid colorimetric method based on the carbazole-galacturonic acid-sulfuric acid reaction. The data obtained provided some indication of the re- lationship between the pectic content of concentrates and such factors as pulp content, juice extraction pressure, and fruit variety and maturity. Whenever the pulp content of a concen- trate was increased, the water-soluble and the total pectin in- creased. 4. Relationship of Heat Treatment to the Quality of Processed Citrus Juices and Concentrates. (In cooperation with the American Can Company) -20- Heat treatment is a means by which a citrus pro- cessor can stabilize frozen concentrate and prevent flocculation in a reconstituted citrus juice. Time- temperature relationships for the heat inactivation of pectinesterase in single-strength citrus juices at dif- ferent pH levels were determined. Packs of 42 Brix concentrates, prepared from Parson Brown, Pineapple and Valencia orange juices and Dancy tangerine juice, in which juices to the evaporator were heated in six seconds so that approximately 0, 50, 90, and 100% of the pectinesterase was inactivated, were made. A study to show the distribution of pectinesterase activity and pectin in various component parts of citrus fruits has been completed. The retention of pectinesterase in Val- encia orange and Duncan grapefruit juices when stored at 800, 400, and -80F. decreased with increased storage tem- perature. 5. Frozen Tangerine Concentrate. Packs of frozen tangerine concentrates were processed to determine some of the factors significant to quality. Products of good quality were prepared using mature fruit and proper processing procedures. Product stability to enzymic changes was determined in part by the juice-fin- ishing procedure used. The pectinesterase activity in the tangerine concen- trates was found to be considerably less than that in orange concentrates. An increase in the pulp content re- sulted in an increase in pectinesterase activity. Stability of tangerine concentrate to clarification became greater as the concentration was increased from 10.6 to 68 Brix. Clarification did not occur in a 680Brix tangerine concentrate after storage at 600F. for three months. 6, Citrus Juice Dispensers. Improvements, sufficient to warrant retesting, were made by the manufacturers of four of the eight types of counter-top juice dispensers originally tested. In ex- amining these dispensers, some of the improvements noted were more sanitary juice valves, better design of outer cases and juice bowls, in ease of dissembling for cleaning, more rugged design of moving parts, and in directing the warm air from the compressor away from refrigerated portions of the equipment. The quality of reconstituted orange con- centrate was satisfactorily maintained in all of the dis- pensers that were retested. -21- 7. The Microbiology of Frozen Concentrated Citrus Juices. A rapid colorimetric method was perfected for the de- tection of spoilage in citrus juices and concentrates caused by the growth of acid-tolerant bacteria, such as Lacto- bacillus or Leuconostoc. Detection of the growth of spoilage bacteria in citrus juices during concentration by this chemical method was shown to be more reliable than organo- leptic methods and as reliable as a direct microscopic count method. The method was used in some commercial con- centrate plants to prevent loss of product because of bacterial spoilage during processing. 8. Methane Fermentation of Waste Waters from Citrus Pro- cessing Plants. The experimental work on the investigation of citrus waste treatment by means of anaerobic digestion has been completed. A summary of the data has been written and was presented at the Eighth Industrial Waste Conference at Purdue University on Iay 6, 1953. The opinion has been reached that the methane fer- mentation of liquid citrus wastes, because of the in- herent nature of this material, has become a rather com- plex operation and its application therefore rather narrow. The results obtained recently on a completely aerobic treatment along the lines of activated sludge have shown considerable promise, and methane fermentation of excess sludge from such an aerobic treatment should be quite satisfactory. In other attempts to recover valuable materials from citrus waste, experiments have been initiated to isolate inositol, to recovero(-cellulose and to prepare an orange vinegar. B. Citrus Fruit Decay Studies 1. Chemical Treatments for the Prevention of Fruit Decay. Decay continues to be one of the major problems in the marketing of fresh citrus fruits. Holding tests on oranges at 70 F. over the entire 1952-53 season have shown average losses of 3.1, 20.4, and 38.4% for one, two and three weeks respectively from the time of harvest. This was for fruits receiving the usual packinghouse handling but receiving no decay preventive treatment. As in pre- vious fruit seasons practically all decay was due to stem- end rots and Penicillium molds. Experimental work in decay control was concerned principally with improving the Dowicide A-Hexamine treatment which has proved to be one -22- of the most practical methods for decay control. In this work 135 experiments were performed and during the season over 150,000 citrus fruits were under observation. Aside from research, commercial packinghouses using the Dowicide A-Hexamine method were given technical help. Experiments were carried out with a number of other chemicals and methods to determine their possible value in preventing decay. Of lh of these, 11 were found to be ineffective, 2 showed possibilities and 1, vapors of am- monium bicarbonate, exhibited marked properties in con- trolling decay. C. Studies on Chemical Changes in Citrus Fruits During Maturation. Exploratory studies were made on the changes of some chem- ical constituents of citrus fruits during maturation in an attempt to determine whether these changes may be used as criteria of maturity and to obtain fundamental data on the chemical changes of Florida citrus fruits through their maturing period. The chemical constituents selected for study were the organic acids, the amino acids, and the pectic substances of Valencia oranges and the naringin of Ruby Red and Marsh grape- fruits. II. NUTRITIONAL RESEARCH Nutritional research projects in progress during the year in- cluded a study of the effect on the teeth of the daily ingestion of gene- rous quantities of orange juice. Preliminary reports indicate that no deleterious effects were noted at the level of 8 ounces of orange juice per day. A project to determine the effects of large doses of Vitamin C on adolescent acne has shown promising results. Research on the use of high levels of Vitamin C to ameliorate conditions in the chronically ill population has developed several in- teresting leads and has shown that this elderly group benefits from the practice. A number of scientific papers on these subjects are expected to appear in medical journals shortly. III. GENERAL During the past year, 25,000 copies of the 1953 Better Fruit Program, Spray, and Dust Schedule and 5,000 inserts on the use of con- centrated spray materials, were printed and distributed. VIII. TRANSPORTATION As Florida's citrus production continues to increase, the problem of moving our fresh and processed products to far-flung markets grows more complex. New questions arise almost daily to con- front the fresh fruit shipper and processor---questions which often times may mean the difference between a profit and a loss during periods of severe competition and close operating margins. To help in solving the many problems affecting transportation, the Commission has continued to retain the services of the Growers and Shippers League of Florida as a representative of the citrus industry at large before the Interstate Commerce Commission and other federal and state agencies concerned. The Commission is confident that savings amounting to hundreds of thousands of dollars have been effected through this service. Listed below are some of the specific problems encountered during the 1952-53 fiscal year by the Growers and Shippers League, their outcome or present status. UNLOADING CHARGES ON FRESH CITRUS AT NEW YORK AND PHILADELPHIA: This has been a problem that has been before this industry since 1947. We have from the beginning contended that an unloading charge at New York and Philadelphia could not be lawfully made if such charge was an addition to the line haul rate. After a series of hearings and oral argument before the Interstate Commerce Commission, railroads were author- ized to publish charges of $1.95 per ton for unloading of fresh citrus fruit by the carriers at New York and Philadelphia, which charges became effective November 1, 1948. Upon petition and further hearing before the I..C.C., these charges were reduced, effective July 3, 1952, from $1.95 per ton to $1.05 per ton, or a reduction of approximately $25.00 per car, representing a saving to the fresh citrus industry, based on unloads in New York and Philadelphia of 15,217 carloads sold through the auctions in the 1952 season of $326,687.20. While this is a substantial reduction, in the opinion of the interested parties it is a charge in addition to the line haul rate, which cannot lawfully be made, and accordingly the League for and on behalf of the Florida Citrus Commission filed a complaint in the Federal Court in Orlando seeking to set aside the I.C.C. Order allowing these charges to become effective, which case was argued at Jacksonville, June 10th. This Court action is to set aside the present charge of $1.05 -24- per ton, or $25.20 per car, and involves as a total $383,368.40, which total amount is based on the unloads of fresh citrus fruit from Florida to the two markets for the 1952 season. We areawaiting the Court's de- cision. INCREASED FREIGHT RATES, 1951- EX PARTE 175. The rail carriers in 1951 petitioned the Interstate Commerce Commission for authority to increase freight rates and charges 156, ob- serving as maximum 15 cents per hundred weight on fresh citrus fruit. The I.C.C. allowed the carriers to increase their rates, subject, however, to an expiration date of February 28, 195h. In March 1953 the carriers petitioned the I.C.C. to allow these increases to become a permanent part of the rate structure. We appeared before the I.C.C. in opposition to allowing this rate increase to become permanent, and oral argument was set for Washington, D. C., July 8th. EX PARTE 185- INCREASED EXPRESS RATES. The Railway Express Agency petitioned the Interstate Commerce Commission, January 30, 1953, for authority to increase express rates and charges 25% and to establish a minimum charge of $2.30 per shipment. If granted, this increase would seriously affect the Florida gift fruit shipping business and we appeared for and on behalf of the Florida Citrus Commission and the Florida Express Fruit Shippers Asso- ciation in opposition to allowing the Railway Express Agency to increase their rates and charges to this extent at hearings in Chicago, which began May hth, and which were concluded at hearings beginning in Wash- ington, D. C., May 25th. Oral argument before the Commission was set for June 29th, 1953. TRIP LEASING. The Interstate Commerce Commission in 1948 proposed to make effective rules and regulations governing the lease and interchange of motor carrier equipment, which, if permitted to become effective would seriously curtail the truck movement of fresh citrus fruit from Florida and would be an economic waste of transportation would bring about higher transportation costs, and since certified or permitted carriers cannot perform the flexible service required and do not have the proper equipment, and since the railroads do not have enough equipment, should they be required to transport the entire production of Florida citrus fruit, the industry would be confronted with a serious shortage of trans- portation facilities. The Interstate Commerce Commission, after this matter had been carried to the Supreme Court, the Court ruling in favor of the I.C.C. released its Order setting September 1, 1953, as the date for these rules and regulations to become effective. In the meantime, however, all of the national farm organizations, including the Growers and Shippers League of Florida, submitted pro- posed amendments to the Interstate Commerce Act to the House and Senate, which would expressly prohibit the Interstate Commerce Commission from issuing any rule or regulation that would prescribe the length of time that any lease had to be in effect. The House of Representatives approved H.R. 3203 that would amend the Interstate Commerce Act in this manner, but no action was taken upon the legislation in the Senate. The I.C.C. has since postponed the effective date of its order until -arch 1, 1954. RATES ON FRESH CITRUS TO SOUTHWESTERN AND WESTERN TRUNK LINE TERRITORIES. The Southern lines have for the past two years been attempting to have the Western railroads agree to a reduction amounting to about 17 percent on the rates on fresh citrus fruit to Southwestern and Western Trunk Line territories. The Western railroads have not agreed to this reduction and consequently 95 percent of the fresh citrus movement has been by motor truck into the Southwestern territory and approximately 65 percent has moved by truck into Western Trunk Line territory. Proposals suggesting this reduction are still before the Western railroads. REDUCED MINIMUM WEIGHTS. Many shippers found that the 48,000 pound minimum weight applying on oranges packed in 4/5 bushel boxes to Official territory was causing a great deal of damage and that fruit when packaged in bags could not be loaded to this minimum carload weight. After several conferences with Traffic Officials of the origin lines a 40,000 pound minimum was proposed on oranges when packaged in containers of 4/5 bushel capacity or less, which proposal has now been approved by the Southern lines and is before the Official territory carriers for their concurrence. TRUCK SERVICE ON FROZEN CITRUS CONCENTRATE. The rapid growth of the frozen citrus concentrate industry has posed a real problem in securing adequate and efficient trans- portation service and particularly equipment that could maintain low temperature refrigeration. Since 1950 a continuous effort on the part of this industry has been made to secure needed motor truck transporta- tion. When frozen citrus concentrate was first produced,there were only a limited number of motor truck lines that could offer the services needed. Several new carriers desirous of transporting frozen citrus con- centrate applied to the Interstate Commerce Commission for Certificates of Public Convenience and Necessity, and these carriers have been supported by the frozen citrus concentrate industry as represented by the Growers and Shippers League. The I.C.C. has granted several certificates, but there are still a number of truck lines operating under temporary authori- ties and hearings in connection with those carriers' applications will be held during the year, but it will be sometime before the motor trans- portation needs of the industry are satisfactorily met. REFRIGERATOR -CAR.. SUPPLY. The number of refrigerator cars available to serve the perish- able industry in Florida and throughout the country has not kept pace with the increased volume of production of commodities available for shipment, and in fact, over a period of years the total number of re- frigerator cars has continued to decline. This has been one of the principal causes for the recurrent car shortages experienced in Florida. In an attempt to relieve this situation during this past season, several conferences have been held with officials of the Fruit Growers Express, which serves this territory, as well as with officials of other car lines and also interested rail carriers, urging them to increase the supply of refrigerator cars available for the movement of our commodit- ies. We have also had several conferences with Commissioner James K. Knudson, Administrator, Defense Transport Administration, seeking to have Feestablished the refrigerator'_car pool, which wouldrmake:.avail- able to our shippers cars belonging to other car lines when the need arose for additional cars in Florida. While the car line officials have not indicated too great an interest in ordering new cars, we are con- tinuing to impress upon them. the:;necessity..fr -replacing:.the.,older cats and. increasing the total number of cars available for loading. MECHANICAL REFRIGERA- TOR CARS. The railroads have recognized the need for supplying refrigera- tor cars that can provide low temperature refrigeration and have de- veloped a mechanical refrigerator car. The urgency of the situation has been continuously put forth to the railroads for an expansion of their fleet of mechanically refrigerated cars and at the present time the Fruit Growers Express Company has 175 cars in service and another 100 on order, The need for this type of equipment has been discussed with Western rail- roads at several conferences and the Western lines are now building mech- anically refrigerated cars and it is expected that by the end of 195h this fleet will approximate somewhat over 500 cars. RATE RESEARCH On request of the Florida Canners Association, through the -27- Growers and Shippers League, the Commission approved the employment of a rate analyst in January, 1953, to attempt to straighten out a very serious and complicated rate situation. As the work progressed, it was decided that since rates to many destinations would have to be computed, it would be desirable and of great benefit to the processors if a memo- randum tariff of rates was prepared. This memorandum has been completed and is Vailable to all members of the Florida Canners Association, GENERAL There were many other problems affecting the transportation of fresh and processed citrus fruit, as well as citrus by-products during the 1952-53 season, including such items as icing charges on stop-off shipments of frozen citrus concentrate; canned citrus rates to Official territory; loading canned citrus in box cars; truck rules and rates on frozen concentrate shipments; uniform tariff for storage in transit charges; proper classification of citrus oil recovered from operation of feed mills; truck rates on citrus oil, and truck service on citrus mo- lasses. The Commission, through the League and its Secretary-Manager and Traffic Manager, continues to be represented on several State and National Committees, such as the Transportation Advisory Committee, appointed under the Research and Marketing Act by the Secretary of Agri- culture; National Fruit and Vegetable Claims Committee; Council of Fruit & Vegetable Association Executives; National Container Committee; Re- frigerator Car Committee; Southeast Shippers Advisory Board; Florida Highway Users Conference and the Florida Trucking Association. -28- UTILIZATION OF FLORIDA CITRUS CROPS TOTAL PRODUC- TION (000's Bxs FRESH SALES ON-TREE PRICE PER BOX (Dollars) ON-TREE HOME VALUE OF PRICE CONSUMP- ALL SALES PROCESSED PER BOX TION ON TREE' (000's Bxs)(VDollars)(cOOs Bxs)(MIillions Dollars) ORANGES 1942-43 1943-44 19L4-45 1945-46 1946-47 (a) 1947-48 1948-49 1949-50 1950-51 1951-52 1952-53 /1 1942-43 1943-44 1944-45 1945-46 1946-47 (a) 1947-48 (a) 1948-49 1949-50 1950-51 1951-52 (a) 1952-53 / 1942-43 1943-44 1944-45 (a) 1945-46 1946-47 (a) 1947-48 (a) 1948-49 1949-50 1950-51 (a) 1951-52 (a) 1952-53 /1 37,200 46,200 42,800 49,800 53,700 58,400 58,300 58,500 67,300 78,600 72,800 27,300 31,000 22,300 32,000 29,000 33,000 30,200 24,200 33,200 36,000 32,500 4,200 3,600 4,000 4,200 4,700 4,000 4,40oo 5,000 4,800 4,500 4,900 30,552 34,889 28,186 30,280 32,564 27,579 31,0148 25,393 24,935 30,643 26,350 9,603 10,436 7,059 9,724 10,414 9,709 15,754 10,571 15,197 19,172 17,300 4,154 3,560 3,802 3,634 2,924 2,756 3,351 3,355 3,175 3,373 3,755 1.81 1.87 2.23 2.35 1.25 .76 1.47 2.19 1.76 .86 1.44 6,439 11,011 14.,344 19,220 19,886 30,421 26,852 34,707 41,915 47,507 46,000 GRAPEFRUIT 1.08 1.34 1.72 1.50 .94 .52 .95 1.99 1.22 .81 1.12 17,584 20,446 15,136 22,136 15,866 19,451 16,306 13,489 17,853 13,678 15,050 TANGERINES 1.18 1.89 2.11 2.64 1.58 .99 1.51 1.92 1.99 1.56 1.50 3 516 931 599 999 1,595 1,355 657 1,075 ZI Preliminary (a) Difference between "Total Production" and actual utilization represented by Economic Abandonment. -29- SEASON 1.40 1.62 2.18 2.41 .46 .52 1.29 2.12 1.57 .70 1.26 209 300 270 300 350 40oo 40oo 400 450 450 45o 613. 83.0 94.1 117.5 49.9 36.8 80.3 124.8 109.9 59.6 95.9 .84 1.30 1.69 1.17 .43 .13 .43 1.63 .70 .13 .40 113 118 105 14o 120 14o 14o 140 150 150 150 25.1 40.6 37.7 40.5 16.6 7.6 20.1 43.0 31.0 173. 25.8 9.8 4.9 2.7 4.9 7.2 6.5 5.2 5.7 .45 .25 - .10 .17 .45 .16 - .08 .10 GRAPE- FRUIT SEASON SECTIONS ,,, - PACK OF FLORIDA CITRUS PRODUCTS GRAPE- FRUIT ORANGE BLENDED TANGERINE JUICE JUICE JUICE JUICE - - -1,000 Cases,24/2*s- - TOTAL PACK CITRUS (Other than SAIAD Concentrate) - - - - 1912-43 1943-44 1944-45 1945-46 1946-47 1947-48 1948-49 1949-50 1950-51 1951-52 1952-53 /1 SEASON 1942-43 1943-44 1944-45 1945-46 1946-47 1947-48 1948-49 1949-50 1950-51 1951-52 1952-53 888 943 hll 2,407 5,098 3,158 4,238 3,379 4,628 3,405 5,815 FROZEN ORANGE CONC. 226 559 1,935 10,232 21,647 30,758 44,050 /1 46,600 15,193 16,778 12,025 15,089 8,583 7,987 8,843 7,894 12,742 8,650 10,860 PROCESSED ORANGE CONC. 1,882 1,283 24.0 244 1, 447 1,739 1,897 1,529 2,529 1,824 N. A. 2,429 7,075 13,935 18,l421 17,294 25,593 16,757 17,419 20,021 19,350 16,940 3,676 6,176 7,745 12,267 10,034 11,894 10,252 6,768 8,711 6,425 5,700 524 1,260 745x 1,188x 1,850x 1,186x 489x 755x FROZEN PROCESSED GRAPEFRUIT GRAPEFRUIT CONC. CONC. - -1,000 Gallons- - 116 1,585 188 1,098 1,223 19 28 148 N.A. SEASON 1942-43 1943-44 1944-45 1945-46 1946-47 1947-48 1948-49 1949-50 1950-51 1951-52 1952-53 /l CITRUS FEED 47,376 67,130 68,725 108,470 96,225 154,181 134,264 163,212 /2 187,545 Z2 217,58872 222,000 Z2 CITRUS MOLASSES - -Tons- - -- - 14,496 19,261 44,169 58,034 65,887 41.493 41,647 70,357 53,715 38,000 Preliminary Includes meal, pulp, and pellets Includes Tangerine Juice and Tangerine Blends Includes Orange Sections Data not available at date of stencil release Incomplete -30- (SOURCE: FLORIDA CANNERS' ASSOCIATION REPORTS) - 310xx 1,274xx 1, 156xx 433xx 955xx 61lxx 689xx - FROZEN BLEND CONC. 112 1,303 345 535 468 x N.A. 9x 22,186 30,972 34,116 48,708 42,579 50,651 42,434 37,743 48,245 38,930 38,759 TOTAL CONC. PACK 1,882 1,283 240 470 2,006 3,674 12,376 26,092 33,868 47,507 48,291 * |