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 Front Cover
 Credits
 Report from the general manage...
 Future
 Merchandising
 Market research
 Advertising
 Statement of receipts and expendits...
 Publicity
 Institutional and school marke...
 Economic research
 Scientific research
 Foreign marketing
 Transportation
 Administrative
 Back Cover














Annual report - Florida Citrus Commission
ALL VOLUMES CITATION SEARCH THUMBNAILS PAGE IMAGE ZOOMABLE
Full Citation
STANDARD VIEW MARC VIEW
Permanent Link: http://ufdc.ufl.edu/UF00075981/00017
 Material Information
Title: Annual report - Florida Citrus Commission
Physical Description: v. : ; 28 cm.
Language: English
Creator: Florida Citrus Commission
Publisher: s.n.
Place of Publication: Tallahassee?
Creation Date: 1966
Frequency: annual
regular
 Subjects
Subjects / Keywords: Citrus fruits -- Periodicals -- Florida   ( lcsh )
Genre: government publication (state, provincial, terriorial, dependent)   ( marcgt )
serial   ( sobekcm )
 Notes
Numbering Peculiarities: Report year ends June 30.
 Record Information
Source Institution: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: aleph - 000863394
oclc - 01327786
notis - AEG0106
lccn - 50063588
System ID: UF00075981:00017

Table of Contents
    Front Cover
        Page 1
    Credits
        Page 2
    Report from the general manager
        Page 3
    Future
        Page 4
    Merchandising
        Page 5
    Market research
        Page 6
    Advertising
        Page 7
        Page 8
    Statement of receipts and expendits for fiscal period
        Page 9
        Page 10
    Publicity
        Page 11
    Institutional and school marketing
        Page 12
    Economic research
        Page 13
    Scientific research
        Page 14
    Foreign marketing
        Page 15
    Transportation
        Page 16
    Administrative
        Page 17
    Back Cover
        Page 18
Full Text

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Florida Citrus Commission



ANNUAL REPORT

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W. Albert Carlton
Henry Cragg
William F. Edwards
Robert D. Flippo
O. D. Huff, Jr. (Chairman)
Robert S. Kazaros
Chester McDonald
C. D. Newbern
J. J. Parrish, Jr.
James Samson
Key Scales, Jr.
Robert E. Snively (Vice Chairman)


ADVERTISING AND MERCHANDISING
Key Scales, Jr., Chairman
Henry Cragg
William F. Edwards
Robert S. Kazaros
C. D. Newbern
Robert E. Snively
ADMINISTRATIVE AND BUDGET
James Samson, Chairman
Robert D. Flippo
Robert S. Kazaros
Chester McDonald
J. J. Parrish, Jr.
Key Scales, Jr.
ECONOMIC RESEARCH
William F. Edwards, Chairman
Henry Cragg
Robert D. Flippo
Robert S. Kazaros
James Samson
FRESH FRUIT
C. D. Newbern, Chairman
J. J. Parrish, Jr.
James Samson
Key Scales, Jr.
Robert E. Snively
INSTITUTIONAL
Henry Cragg, Chairman
William F. Edwards
Chester McDonald
J. J. Parrish, Jr.
James Samson


Wauchula
Orlando
Dade City
Umatilla
McIntosh
Orlando
Lakeland
Tampa
Titusville
Tampa
Weirsdale
Winter Haven


Grower
Processor
Processor
Grower
Shipper
Grower
Grower
Shipper
Grower
Grower
Grower
Processor


LEGISLATIVE
J. J. Parrish, Jr., Chairman
Henry Cragg
William F. Edwards
C. D. Newbern
Key Scales, Jr.
Robert E. Snively
MARKET RESEARCH & DEVELOPMENT
Robert D. Flippo, Chairman
W. Albert Carlton
Robert S. Kazaros
Chester McDonald
C. D. Newbern
PROCESSING
Robert E. Snively, Chairman
W. Albert Carlton
Henry Cragg
William F. Edwards
Robert D. Flippo
SCIENTIFIC RESEARCH
Robert S. Kazaros, Chairman
W. Albert Carlton
Robert D. Flippo
Chester McDonald
Robert E. Snively
SELL FLORIDA FIRST
Chester McDonald, Chairman
C. D. Newbern
J. J. Parrish, Jr.
James Samson
Key Scales, Jr.


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STATE OF FLORIDA



* FLORIDA CITRUS COMMISSION
r 1115 E. MEMORIAL BLVD./ P.O. BOX 148/LAKELAND, FLORIDA 33802/TELEPHONE 813.682-0171

EDWARD A. TAYLOR
October 20, 1967 e...,m.Mnaer





The Honorable Claude R. Kirk, Jr.
Governor of Florida
Tallahassee, Florida

Dear Governor Kirk:

Transmitted herewith is the annual report of the Florida
Citrus Commission for the 1966-67 fiscal year.

Reflected in the report is the successful marketing of the
largest citrus crop on record, a noteworthy feat, since the indus-
try was faced suddenly last Fall with a totally unexpected and
weighty increase in the anticipated crop. As a result of market-
ing efforts by all segments of the industry, more people consumed
Florida citrus than at any other time, and in greater quantities.

During 1966-67, Florida citrus won wide acclaim as one of
America's leading food values, a status we expect to retain for
many seasons.

For the record, the final harvest of Florida citrus for the
season, according to the United States Department of Agriculture,
was 197, 100,000 boxes of fruit, including 146,200,000 boxes of
oranges and 43,500,000 boxes of grapefruit.

A great deal of credit for promoting and publicizing Florida
citrus is due your office and your own activities. Please accept
the gratitude of the Commission and the industry for the assistance
you rendered during innumerable appearances in and outside the
state. You certainly proved a superb salesman and never missed
an opportunity to promote Florida citrus.

Sincerely urs




Edward A. Tayl
General Manager














The Florida Citrus Commission is preparing to lift the curtain in
1967-68 on one of the most important, one of the most dynamic seasons
in the history of the Florida citrus industry. This is a season that
should prove successful and beneficial for everyone, from citrus grower
to citrus consumer.
This will be a season of new dimensions, the first of many seasons
of new dimensions in the Commission's planning for the marketing of
increasingly large crops. Predictions indicate that Florida hardly ever
will harvest an orange crop as small as 100,000,000 boxes, and if these
predicted abundances become reality, then the Commission must be
ready with programs that will profitably move these millions of boxes
of citrus fruit.
Probabilities such as this are considered in the planning for the
new season and for other seasons. During 1967-68, the Commission
intends to derive maximum effectiveness from an advertising account

























that will be shared by two agencies. This is designed to provide the
best in creativity for all citrus products.
The Commission will seek to improve the position of Florida citrus
in the away-from-home market-the restaurant, the hospital, the
school, the in-plant cafeteria.
A new Orange Stabilization Act will permit the industry to move
to orderly marketing levels with an assurance of overall profit for the
industry during seasons of record crops.
Sugar-add frozen concentrated orange juice has outgrown the
experimental stage and now is ready for promotion as an accepted
citrus product competing for consumer approval.
New marketing ideas and plans will be tested and studied and
surveyed in a continuing effort to exert every influence in encouraging
more consumers to purchase more Florida citrus and in more volume
than ever before.






















New dimensions in the Merchandising Department's promotional program included the
inauguration of seminars for food merchandisers of national food chains and voluntary groups,
and a local promotion that tied citrus in with a non-related, non-food product. The citrus
industry benefited greatly from suggestions and recommendations submitted by food trade
factors attending the Fresh Fruit Seminar in January and the Processed Seminar in March.
Oranges and automobiles were successfully combined in Birmingham, Alabama, during a
citywide promotion that resulted in a 30 per cent increase in fresh orange unloads for the
month of April.
Another outstanding promotion was the national display contest that attracted 4,000
entries in six weeks of competition devoted to more attractive in-store presentations of
fresh citrus.
Major supermarkets in central Florida cooperated with displays of citrus during the second
annual Florida Citrus Open golf tournament at Orlando in March. Special point-of-purchase
materials also were distributed to leading retail food markets across the nation in support of
the event.
A new format was introduced for the annual Trade Luncheons program, with a live stage
show delivering the Commission's advertising and merchandising plans to approximately 2,300
food trade and industry leaders in 11 top markets Atlanta, Boston, Chicago, Cincinnati,
Detroit, Los Angeles, Miami, New York, Philadelphia, San Francisco, and Washington, D. C.
A similar presentation was made before trade groups in secondary markets.
Intensive campaigns were conducted with the Florida Tangerine Cooperative, and for Tan-
gelos and Temples, all during peak seasons. A display again was maintained at the "Festival
of Florida Foods" show at Orlando.
The new position of Fresh Product Manager was established to provide liaison between
the Commission and the fresh segment of the industry, the field force, and major fresh
fruit trade factors.
The Department's 62 field representatives completed 120,453 trade contact calls, con-
structed and installed 31,288 in-store displays, and were supported by 322 tons of printed
and manufactured merchandising materials. Personnel of leading retail markets and food trade
organizations throughout the United States and Canada were reached in 549 sales incentive
promotions, supported by newspaper tie-ins, special headquarters bulletins and memorandums
to retail outlets, feature pricing, extended display space for each product promoted, plus other
available support.




















An urgent need for marketing information and guidance, created by the expanded crop,
meant increased responsibility during 1966-67 for the Market Research Department. The
programs for continuous measurements were completely operational for the first time, pro-
viding basis for delivering necessary knowledge to staff and industry for sound marketing
practice. The major elements in this program:
A. C. Nielsen Food Index-A bi-monthly audit for 1,600 food stores reporting sales, dis-
tribution, inventories and prices of all major citrus items.
CMCR Consumer Study-A quarterly study of 3,000 housewives reporting attitudes,
images and awareness of citrus and citrus advertising.
MRCA Diary Panel-A weekly report from 7,500 families of in-home use of all major
citrus and competing products.
International Surveys, Ltd., Diary Panel-A monthly report from 2,700 Canadian families
of in-home use of major citrus products.
Gallup and Robinson Advertising Research- An advertising testing service measuring
effectiveness of Commission television and print ads during development and after commercial
use.
Periodic printed reports and personal presentations are provided the Commission staff, and
all reports are summarized and published for industry use in Market Research Newsletters, as
well as in the Citrus Digest and other regular bulletins. During the year, the statistical report-
ing functions of the Economic Research Department were absorbed by the Market Research
Department.
In addition to continuous research program, a number of individual studies have been
conducted, are in process, or planned, which are designed to answer some of the complex
questions in the increasingly competitive marketing situation.
Projects in various stages are a study of sales of frozen concentrated orange juice in eight-
ounce containers; a detailed analysis of the mechanical features of commercial extractors
for use in Florida restaurants and fruit stands; a record of sales in "on-premise" outlets in
determining merchandising direction for increasing orange juice consumption in the away-
from-home market; a taste test of artificially sweetened frozen concentrated orange juice; a
development program for the improvement of canned single strength orange juice; a con-
sumer use study of grapefruit crystals, to be followed by additional work on orange juice
crystals, and a market test of a plastic shaker to determine effect of specially designed mixers
on in-home use or consumption of concentrate.
FROZEN CONCENTRATED ORANGE JUICE
CONSUMER PURCHASES


D J F M
MARKET RESEARCH CORPORATION OF AMERICA


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and you're dri ing
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You bet vour sweet life it is.


Value of all Florida citrus and the improved frozen concentrated
orange juice were featured in Commission advertising during 1966-67,
a season also notable for the biggest consumer advertising budget ever.
At the time Lennen & Newell of New York was named to handle the
Commission account, the Advertising Department was working with
an anticipated budget of $4,500,000. Before the season ended, this total
had grown to $8,700,000, due to the increased crop size and acquisition
of orange reserve funds.
The first big gun for concentrate was fired early in August with a
trade ad campaign that was followed up by November and March ads
as sales pushes for Fall and Spring.
Using a theme of an "Orange on a Straw" to depict the proximity
of the improved concentrate to fresh juice, an introductory campaign
began the last week of September on a television network of 200
stations. Support was provided by television spots in 24 key markets
from late September through April, and by advertisements in five
leading national magazines.
Two coupon advertisements were used in newspaper Sunday supple-
ments in February, and in April issues of national magazines. A value
campaign directed to 51 markets was conducted in 73 newspapers on
alternate weeks from February through April, proclaiming "America's
Best Food Value." This theme also was aimed at all major markets
by network radio from February through June, with added spot support
in 24 selected markets during May and June.
In promoting chilled orange juice as a convenience product superior
to competitive juices and drinks, advertising was directed to 20 key
markets through spot television from mid-January through July.
Chilled juice also shared in the summer generic radio campaign for
"Orange Juice on Ice," which boosted all orange juice products in
33 markets.


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The convenience factor, nutritive values and economy figured in
radio advertising for canned orange juice. Seven one-minute spots per
week were aired by a network of 582 stations in 14 southern and
southwestern states from mid-January through June, the same period
in which another one-minute spot radio schedule appeared ir 37 southern
markets. A similar radio schedule was broadcast in 14 north Central
markets from mid-January to mid-March, and from early April to the
first week in June.
In addition, six insertions in 46 newspapers covered 41 markets for
canned orange juice.
A trade campaign also lifted the curtain on advertising for fresh
oranges, proclaiming Florida oranges the best source of orange juice.
The trade push came in September, with follow-up ads in October,
February and March.
Spot television on 52 stations in 20 markets carried fresh orange
messages from November through the first of December, and again
from January through March, combining with fresh grapefruit in a
piggyback commercial.
The message also appeared on network television in news programs
carried by 200 stations from January 9 through April 12.
The bargain buy offered by fresh oranges was emphasized in a
two-weeks radio program aired during November to selected markets.
A separate value campaign from February through April appeared
in 49 newspapers covering 31 markets.
Declaring fresh grapefruit an integral part of every diet program,
advertising was combined with fresh oranges in television presentations
on both spot and network programs, covering a period from November
through mid-April. Sunday supplements carried a grapefruit spoon
premium promotion during February and March, while special radio
spots in March boosted grapefruit use in 10 major metropolitan markets.
Frozen, chilled and canned grapefruit juice and sections were
advertised on radio over 38 stations in eight markets from April
through July.
Spot radio in 14 primary markets from mid-January through
February promoted temples as best-tasting, sweetest and easy to peel.
Holiday tie-ins highlighted spot radio advertising for tangerines.
This was split between the period of November 21 through December
10, and January 4 through January 19.


Tie into summer\ biggest radio hit!
.. Back again anl .- I, -. : :. I -. ,
air all smme .'. ,
customershat ... .
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Florda Orange Juice i. i t ..
ring up greater profits for you!
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Ri's a snap' Just enter a picture
in the
Fresh Florida Citrus Display Contest!
i-' PRI L 2ND PRIZE o 3RD PRIZE
L A, TOA 0,,, I C ML I O AI ^ R I rI


A TOTAL Ot 1006 MILLIONAIRE PRIZES IN ALL!





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STATEMENT OF RECEIPTS AND EXPENDIT


CITRUS ADVERTISING TRUST FUND


Cash Balance July 1, 1966
RECEIPTS: From All Sources
TOTAL AVAILABLE


EXPENDITURES:
General Administrative
Mailroom & Duplicating Salaries
Furniture & Equipment
Processed Rebate Program
General Revenue Fund
Transportation Problems
Economic Research
Scientific Research
Market Research & Development
Transfer to Special Citrus Campaign Fund
Marketing Department:
Salaries & Expenses
Point-of-Sale Materials
Institutional
Public Relations & Publicity
Consumer Advertising:
Advertising Media
Professional Journals
By-Products
European Program
TOTAL EXPENDITURES


$ ,249,231
34,374
35,785
100,000
210,329
64,344
249,953
482,677
247,782
108,392






5,831,000
327,597
106,214
409,886


CASH BALANCE JUNE 30, 1967

SPECIAL CITRUS CAMPAIGN FUND

Cash Balance July 1, 1966
RECEIPTS: From All Sources
TOTAL AVAILABLE

DISBURSEMENTS:
Refunds $ 22,750
Coupon Redemption 175,582
Media 99
Legal & Other 4,420
CASH BALANCE JUNE 30, 1967

ORANGE EMERGENCY RESERVE FUND

Balance Forward July 1, 1966
From Special Citrus Campaign Fund Loan
RECEIPTS:
1966-67 Season
Investment Earnings
TOTAL AVAILABLE


DISBURSEMENTS:
Advertising $3,035,833
General Revenue Fund 52,950
Rebate Payments-Fresh 119,133


BALANCE ON HAND JUNE 30, 1967


$ 2,980,608
12,276,245
$15,256,853


$ 1,782,867


1,711,771
526,744
367,907
200,172


$ 6,674,697
$11,264,158
$ 3,992,695



$ 230,830
9,780
$ 240,610


$ 202,851
$ 37,759



$ 2,851,900
1,129,289

2,503,026
144,466
$ 6,628,681


$ 3,207,916
$ 3,420,765


AGES


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S FOR FISCAL PERIOD July 1, 1966 to June 30, 1967



GRAPEFRUIT REBATE FUND
Balance Forward July 1, 1966 $ 100,000
RECEIPTS:
1966-67 Season 100,000
Investment Earnings 2,737
TOTAL AVAILABLE $ 202,737
DISBURSEMENTS:
Rebate Claims $ 4,956
Transfer to Citrus Advertising Trust Fund 97,781
TOTAL DISBURSEMENTS $ 102,737
BALANCE ON HAND JUNE 30, 1967 $ 100,000

INCENTIVE BRAND ADVERTISING FUND (PROCESSED)
Cash Balance July 1, 1966 $ 2,001,220
RECEIPTS:
Investment Earnings 66,905
1966-67 Season 5,207,050
TOTAL AVAILABLE $ 7,275,175
DISBURSEMENTS:
Rebate Payments $2,919,952
General Revenue Fund 105,479
The ACB, Inc. 173,614
Data Processing Expense 4,912
Office Supplies 70
Transfer to Citrus Advertising Trust Fund 1,503,942 $ 4,707,969
BALANCE ON HAND JUNE 30, 1967 $ 2,567,206

BRAND ADVERTISING RESERVE FUND (FRESH)
Cash Balance July 1, 1966 $ 241,032
RECEIPTS:
1966-67 Season 316,977
Investment Earnings 3,972
TOTAL AVAILABLE $ 561,981
DISBURSEMENTS:
Transfer to Special Sales Promotion Fund $ 178,578
Rebate Payments 88,179
General Revenue Fund 6,419
TOTAL DISBURSEMENTS $ 273,176
BALANCE ON HAND JUNE 30, 1967 $ 288,805

SPECIAL SALES PROMOTION TRUST FUND (FRESH)
Cash Balance July 1, 1966 $ 260,792
RECEIPTS:
1966-67 Season 316,976
Investment Earnings 7,907
Transfer from Brand Advertising Reserve Fund 178,578
TOTAL AVAILABLE $ 764,253
DISBURSEMENTS:
Rebates $ 209,844
General Revenue Fund 6,498
Advertising 320,603
TOTAL DISBURSEMENTS $ 536,945
BALANCE ON HAND JUNE 30, 1967 $ 227,308


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Production and distribution of all Commission films, Commission participation in the
Florida Citrus Open golf tournament, and acquisition of an outstanding television show for
the Florida Citrus Showcase were numbered among the many activities and responsibilities
of the new Publicity Department.
In addition, the Department directed participation in important conventions and meet-
ings, such as the Spring Harvest Festivals in which the Commission cooperated with the
Florida Department of Agriculture.
The Department also was largely responsible for the success of the two seminars con-
ducted by the Commission for the purpose of acquainting the nation's food merchandisers with
the citrus industry and its provinces and problems. Both functions, held for the first time,
were well attended and were strongly endorsed by merchandisers who were present. Trade
representatives attending the Fresh Fruit Seminar in January witnessed a professional foot-
ball bowl contest in Miami, while those attending the Processed Foods Seminar in March sat in
on the final round of the Florida Citrus Open golf tournament at Orlando, as added activities.
Another Commission occurrence which received full support of the Publicity Department
was the Tourist Citrus Recipe Contest conducted by the Sell Florida First Department. Na-
tionwide coverage was provided this event and television personality Herb Shriner was obtained
as chief judge of the contest.
Mike Douglas brought his daytime variety show to Cypress Gardens as the highlight
of Showcase week at Winter Haven. Florida citrus received widespread publicity through this
medium, which featured citrus in many forms and on many occasions.
Another Department innovation was the publishing of a newsletter entitled "Florida
Citrus," directed to members of the nation's food trade. The letter presents the latest infor-
mation regarding programs, promotions and other news of interest and importance to food
trade factors.
The photographic laboratory produced a record number of color and black-and-white
prints for use in publicity and publications, as well as a large number of slides and movie
footage for promotional and news sources. Among facilities added to the laboratory is a
unit for the production of color prints.
Another departure was the initiation of a weekly five-minute radio interview series
and creation of a radio network for airing news of Commission and Committee meetings.


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Activities of the Institutional and School Marketing Department during 1966-67 were
concentrated on sales promotions for citrus in the away-from-home market, with the Com-
mission's promotional program used extensively by 67 leading institutional operators.
One highlight was the Department's successful participation in the Institutional Food
Service Manufacturers Association meeting in Chicago, where Florida Governor Claude R.
Kirk, Jr., as principal speaker, heartily endorsed Florida citrus.
The serving of 13,500,000 gallons of frozen concentrated orange juice purchased by the
federal government for the School Lunch Program, received an important assist from the
Department in the nature of school lunch recipes and an instructional sheet on how to store
and prepare concentrate. Educational kits and nutritional information were distributed to
all participating schools, and the Department's field staff conferred with school lunch oper-
ators in assuring success for the program.
Extraordinary sales and use increases were reported for 152 sales incentive promotions
instituted and completed across the nation. Preliminary tests in the area of vending indicated
a strong potential for distributing citrus products through this medium, while tests were
begun with a grapefruit sectionizer patterned for the institutional market.
A brochure designed for dissemination to dairies was prepared in cooperation with the
Florida Department of Agriculture, based upon the success story of a leading dairy company
and the promotion of half-gallon containers of orange juice.
The Department also was active in assisting the Florida Food Products Promotional
Council, activated by Governor Kirk in an effort to promote all Florida food products. Sur-
veys and special programs were conducted during a concerted summer promotion in the
state, directed toward increased utilization of citrus on all food menus.
The Department participated in five national conventions-American School Food Service
Association, American Home Economics Association, American Dietetic Association, National
Restaurant Association, and Canadian Restaurant Association.
Included among more than 1,465,000 individual pieces of educational materials distributed
was "The Road to Beauty," a new health and grooming pamphlet for teen-age girls. A similar
publication for boys is being readied, to be entitled "How to Get in Shape and Stay There."
Also being prepared is a 75-frame color and sound filmstrip for social studies classes in the
upper elementary grades, stressing the importance of citrus fruits in the daily diet.
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Primary purpose of the Economic Research Department is to provide analyses and solu-
tions to various economic problems besetting the Florida citrus industry. The fulfillment of
this objective is pursued with a variety of research projects that attempt to solve both short-
term, as well as basic problems. The research is conducted by a Commission staff of highly
trained economists located on the campus of the University of Florida in Gainesville.
Subject areas of research during the 1966-67 season involved a broad spectrum of eco-
nomics, and specifically the following: Demand studies, market structure, cost and efficiency,
labor requirements, mechanical harvesting, transportation, promotion, and futures trading.
Research activity was divided among 13 current analysis projects and eight basic projects.
The following current analysis projects were either completed or initiated during the year:
Analysis of the Incentive Brand Advertising Program of the Florida Citrus Commission.
Economic Feasibility of a Storage Plan for Frozen Concentrated Orange Juice.
Evaluation of the Merchandising Program of the Florida Citrus Commission.
Analysis of the Florida Citrus Commission's Coupon Campaigns for Frozen Concentrated
Orange Juice.
Marketing Grade 1 Versus Grade 2 Oranges and Grapefruit in Florida.
Estimation of Weekly Harvest Labor Requirements for Florida Citrus.
Demand Relationships for Fresh Lemons and Frozen Concentrated Lemonade.
Cost of Citrus Production, Fresh Fruit Packing, Processing, and Retailing in Relation to
Fair and Reasonable Returns.
Futures Trading for Florida Frozen Concentrated Orange Juice.
Feasibility of Alternative Methods of Harvesting Valencia Oranges.
Opportunity for Expanding Export Markets.
Marketing Agreements and Orders for Frozen Concentrated Orange Juice.
Demand Relationships for Florida Tangerines.
Basic research projects involved the following:
Effects of Point-of-Sale Promotion and Price on the Sales of Frozen Concentrated Orange
Juice in Drugstore Fountains.
Optimum Allocation of Citrus Supplies Among Alternative Product Forms.
Structure of the Institutional Market for Frozen Concentrated Orange Juice.
Estimation of Demand Relationship for Fresh and Processed Citrus Products.
Consumer Preference for Florida's Specialty Citrus Fruits.
Potential Export Markets for Citrus Products.
Economic Feasibility of Mechanical Harvesting Systems.
Cost and Volume Relationship for Fresh and Citrus Packing Establishments.




















Over 6,000 packages of foam-mat dried sweetened and unsweetened grapefruit juice crystals
were prepared for a consumer acceptability test through the cooperative program between
the Scientific Research Department and the United States Department of Agriculture's Fruit
and Vegetable Products Laboratory. The test is to be conducted by the USDA's Statistical
Reporting Service, highlighting developmental work on a crater type of foam-mat drier and
conditions for commercial dehydration of citrus juices.
Storage stability of orange crystals improved to a commercially practical point through
incorporation of higher amounts of "locked-in" oil. Flavoring additive tests show essence,
essence oil, various commercial flavoring agents, and freeze-dried orange juice to be com-
patible with foam-mat dried orange and grapefruit crystals. Industrial interest in this drying
method remained high, and the U.S. Quartermaster Corps asserted the need for large amounts
of dehydrated orange juice crystals in the coming year.
Cooperative research with the University of Florida's Citrus Experiment Station covered
such areas as processing of citrus fruits and citrus by-products, physiology of fruit and fruit
pigments, decay and bruising control, mechanization of fruit harvesting, and recovery and
use of volatile essences. The uniform determination of pounds-solids was continued as a coop-
erative effort with the Florida Department of Agriculture, and the Commission adopted the
FMC 091B as official machine for this determination in the new season.
The essence recovery pilot plant was operated under continuous commercial conditions in
a Florida processing plant, resulting in the design and installation of a commercial unit in this
plant as result of improved efficiency in recovery of very good quality orange and grapefruit
essences.
A prototype tree shaker and catch frame harvesting system was constructed and extensively
tested under commercial conditions in early and mid-season oranges and grapefruit, proving
practical for high-yielding trees, or trees over 20 feet tall located on level terrain, and a
snap-action shaker and auger-type spindle were built for study on Valencia oranges. Seven
other harvesting machines were evaluated, but none appeared economically feasible. Pan
test studies of more than 300 chemicals in evaluating abscission-producing potential revealed
over 35 warranting testing in larger quantities. Decay losses in mechanically harvested fruit
continued high, but recent experiments indicate a pre-harvest spray may alleviate the situation.
Thirty thousand copies of the 1967 Florida Citrus Spray and Dust Schedule were printed
and distributed.











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Three-Party Program was the big news in the Foreign Marketing Department, a new Com-
mission organization with a new manager and a blueprint for the most ambitious effort yet
in increasing the Florida citrus industry's share of the European market. The program, which
involves equal participation in promotional activities by the Commission, the United States
Department of Agricultural's Foreign Agricultural Service, and a food distributor, was initi-
ated in the United Kingdom with three cooperators. Results were sufficient that nine three-
party plans were in effect in five countries and 17 projected plans received by end of the
fiscal year.
Action in the United Kingdom took the form of newspaper and magazine advertising, with
continuous sampling demonstrations and redemption coupons assisting in introducing frozen
concentrated orange juice.
Two plans in The Netherlands were directed toward the promotion of frozen concentrated
orange juice through television, newspaper and magazine advertising, display materials, cou-
pons, and demonstrations at various fairs and exhibitions.
An immense three-party program was inaugurated in West Germany for chilled juice,
with support from demonstrations and sampling, and newspaper advertising. Results are
reflected in figures that show shipments of single strength orange juice during the first five
months of 1967 to be five times the amount for a corresponding period in 1966.
Newspaper and trade advertising, merchandising, and sampling provided support for the
promotion of frozen concentrated orange juice in Norway.
Shipments -f frozen concentrated orange juice climbed by almost 50 per cent in Sweden
as the result of three-party activity, which revolved around newspaper advertising and sampling.
Although no other three-party programs were in effect, the Commission did provide
generic support for Florida citrus promotions in a number of other European countries, prin-
cipally for juices. For the future, this support is expected to be furnished for chilled juices
and fresh grapefruit in France, chilled and frozen concentrated juices in Denmark, chilled
juice in Belgium, chilled and frozen concentrated juices in Switzerland, and frozen concen-
trated in Austria.


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The Commission, through the Growers and Shippers League of Florida, continued to
oppose increases in rates and charges proposed by transportation agencies on various agricultural
commodities. For example, League officials appeared at a public hearing in Chicago during
June and successfully opposed an effort to increase piggyback rates by 20 per cent. The pro-
posal by the Southern Freight Association was rejected by the Illinois Freight Association,
which recommended the increase be 10 per cent over present rates. Action on the Southern
lines proposal is to be considered by the General Freight Traffic Committee of Eastern rail-
roads.
The railroads have appealed a verdict for the League establishing liability of the carrier
in regard to market decline claims on piggyback shipments of fresh citrus.
Disapproved was a proposal of the railroads and refrigerated car lines to limit re-icing
at intermediate and hold points and at final destination to half-bunker capacity on shipments
moving under standard refrigeration.
An attempt by the Pennsylvania and the Baltimore and Ohio railroads to cancel piggyback
rates on fresh citrus that included delivery at specified destinations in the East ended with
agreement by the destination lines to publish delivery charges.
A League protest resulted in a change in position by the C&EI Railroad in regard to no
longer participating in piggyback rates which included delivery service on fresh citrus at
Chicago. The result was no change in cost to the shipper for providing delivery at destination
in the Chicago Terminal area.
Efforts are being made to persuade the railroads, primarily the Eastern lines, to establish
a basis of schedules under which shipments may be considered as having been handled with
reasonable dispatch, a subject of considerable discussion in the past.
A carrier proposal to cancel all truck line rates on canned goods in Southern Territory was
opposed and resulted in an amendment to continue the rates at an increase of approximately
seven per cent.
Disapproved after opposition from the League were a carrier proposal to cancel lower
truck line rates on frozen and chilled citrus products to destinations in the Eastern states, and
a carrier proposal to boost rates by five percent for transportation of the same products
between points in Florida and other territories. Withheld for the time being was publication
by motor carriers of reduced rates on higher minimum weight on frozen and chilled citrus
products from Florida to points in the Midwest.

































Continuing the policy of promulgating good and meaningful rules for the protection of
the industry and the consumer, the Commission during 1966-67 adopted 23 amendments to
11 regulations, and published two new regulations.
In an appeal to convenience, one regulation requires that as of September 1, 1968, all
composition type containers for retail packs of frozen concentrated orange juice have an
easy open" feature. To increase shelf life of fresh citrus, another regulation requires all fresh
citrus shipped by a registered packing house be treated with an approved fungicide or
fungistat. A major change was effected through still another regulation sharply reducing the
number and type of approved containers for shipment of fresh fruit to 4/5 bushel, corrugated
or wooden boxes and five- and eight-pound polyethelene bags.
The State Legislature approved a number of bills sought by the citrus industry, including un-
limited pack of frozen concentrated orange juice with sweeteners added, and increase in minimum
ratio of solids to acids from 8.5-to-1 to 9-to-1, authority to initiate a brand advertising
rebate program under conditions of the Special Campaigns Law, extension of strict juice
content requirements for an additional 30 days for early grapefruit, and an orange stabili-
zation act to help establish and maintain orderly marketing of citrus and to restore and main-
tain a profitable return to citrus producers.
The Commission was responsible during 1966-67 for administering seven separate funds
with a combined revenue of approximately $22,000,000. Included in expenditures for the
season were more than $3,250,000 for payment of claims submitted under provisions of the
Incentive Brand Advertising Program for Processed Orange Products.
The License and Permit Section received and processed 1,720 applications, with 1,685
being approved and licenses issued by the office of the Florida Commissioner of Agriculture.
Seven applications were denied, and 28 withdrawn or cancelled.
Among permits were 642 to express shippers and 247 to the Florida Gift Fruit Shippers
Association for gift package shipments. For the third consecutive year, the number of permits
forintrastate shipment of fruit for processing increased; up in 1966-67 by 21 per cent over the
preceding yea'. Permits for experimental containers increased from two in 1965-66 to 77
this season. Also issued were 12 permits for shipment of Florida citrus for charitable purposes,
12 for shipment of experimental packs of frozen concentrated orange juice with sweeteners
added, twc for export shipment of grapefruit, and three for organic gift fruit shippers.
The mailroom processed 2,089 job orders for reproduction work, a seven per cent increase
over the previous year. These orders involved reproducing more than 4,250,000 impressions.
In addition, the mailroom processed more than 521,000 pieces for mailing, an eight per cent
boost over 1965-66.

















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