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 Front Cover
 Look to the future
 Standing committees
 Letter of transmittal to gover...
 Merchandising
 Market research and developmen...
 Advertising
 Statement of receipts and expendits...
 Publicity
 International marketing
 Institutional and school marke...
 Economic research
 Scientific research
 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/UF00075981/00018
 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: 1967
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: UF00075981:00018

Table of Contents
    Front Cover
        Page 1
    Look to the future
        Page 2
    Standing committees
        Page 3
    Letter of transmittal to governor
        Page 4
    Merchandising
        Page 5
    Market research and development
        Page 6
    Advertising
        Page 7
        Page 8
        Page 9
        Page 10
    Statement of receipts and expendits for fiscal period
        Page 11
        Page 12
    Publicity
        Page 13
    International marketing
        Page 14
    Institutional and school marketing
        Page 15
        Page 16
    Economic research
        Page 17
    Scientific research
        Page 18
    Transportation
        Page 19
    Administrative
        Page 20
    Back Cover
        Page 21
Full Text

























Florida Citrus Commission
ANNUAL REPORT/ JULY 1, 1967 TO JUNE 30, 1968
338. 1743
F G36r
c.2.









A LOOK TO THE FUTURE

The 1967-68 season likely will be recorded as one of
the most successful in the history of Florida citrus. The
crop of fruit, regarded as small enough to create de-
mand and yet large enough to fulfill that demand,
resulted in grower returns that, in the final tabulation,
should surpass any previous season.
The exceptional sales of Florida citrus this season can
be credited to Commission marketing achievements in
two previous seasons. The long-range program adhered
to in those years established Florida citrus fruits and
products more firmly than ever, and the same policy of
planning for the future is expected to produce highly
satisfactory and profitable business performances during
those upcoming seasons when crop sizes will reach new
heights.
Advertising messages the past 12 months reached new
consumers, in-store merchandising materials guided con-
sumers to products, and the Commission came up with
another hit tune on the commercial circuit in "The
Sunshine Tree." The lyrics, sung by popular Anita Bry-
ant, the Commission's newest representative, caught on
from the outset, accurately describing the more than
60,000,000 Florida citrus trees as sources of nutritional
and tasteful products.
These efforts, so effective in moving 141,900,000
boxes of fruit, the third largest citrus crop in history,
will be expanded and revised many times in the months
and years to come in order to market successfully all
the citrus fruit Florida will produce.






















To prepare for this future of increased crops and en-
larged marketing responsibilities, the Commission has
assembled a staff of specialists in all phases of promot-
ing and marketing a food commodity. In addition, re.
search has assumed a much larger role in the overall
program of increasing demand for Florida citrus.
The future looks bright, because the Commission is
prepared to move quickly and effectively to make Florida
citrus available and acceptable at all consumer levels.


page one


.. .-- t





S3$ N173

^^CIt

, ^74?


THE COMMIT


W. Albert Carit6. ;Ih y Cragg
Wauchula osWa r Orladao Papssor

-.


A:i:. Ti~DW Edndsa. Jr.
~Lskehn Ne :a~ra


William F. dwards
Dad Cit Processor


Robert D.ziMgpo Mob S
w1f-...lll l '-A*A '


Chester McDonald
akaland Grower


C. D. Newber (Vice Chairmo) f' Parrish Jr. ,. Jamps Samson Key Scales, Jr.
Tampa Shippe itamsville Grower tsMpa ; Grower Weirsdale Grower


STANDING COMMITTEES


Administrative andBudget
James Sason, ChiJpman
Robert D, Flipp
Robert S. XIa.c _
Chester l atfna .


Fresh Fruit
J. J. Parrish. Chairman,
A Tillis Edwards, Jr.
C. D. Newbern
James Samson


J. J. Par t Key Scaes Jr.
KeySScl*s .
Advertising lk..cI ery Crag an
Key Scales, :, h iq rm ,. W ill.t 'F. ,
W. Albert Carlite Robert D. Fltrpp
Henry Cragg Cheter McD6oIu4
William F. Edwards J. Parrish..J.
Robert S. Kazaros J*siesSamson
C. D. Newbern


Export
Henry Cragg, Chairman
W. Albert Carlton
William F.-Edi ds" -i '
James Samon is .
Key Scales, :j, r.


. Marldet sod Economic Re
Uilliam E. Edwod5, Chai
W..Aeri Carlton
Robert D. Flippo
Robert S. Kazaids
Chesire McDbaald
.C. D.Newbern .


S Scientific Research
Robert S. Kazaros, Chairman
W. Albert Carlton
S `4A. Tillis Edwards, Jr.
Robert D. Flippo
S- Chester McDonald
Se Florida First
Chester McDonald, Chairman
A. Tillis Edwards, Jr.
C D. Newbern
J. J. Parrish, Jr.
James Samson
Key Scales, Jr.
search Turnpike Authority Advisory
rman Key Scales, Jr., Chairman
A. Tillis Edwards, Jr.
Robert S. Kazaros
C. D. Newbem
": J. J. Parrish, Jr.


Processing
SRobertP. Flipp, Chairman
W. Albert Carlton
Henry-Cragg
A. Tiilis Edwards, Jr.
, ,. ,, William .Ed Ewards


page two


-- -- -- -- ---


i ;


. -Robert S. uazarsu

























EDWARD A. TAYLOR




STATE OF FLORIDA



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

EDWARD A. TAYLOR
September 16, 1968 Ge.nral Manager




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

Dear Governor Kirk:

It is a pleasure to transmit herewith the annual report of the
Florida Citrus Commission for the 1967-68 fiscal year.

Each season contributes some component that sets it apart
from others, and 1967-68 was no exception, with the citrus industry
enjoying the greatest returns to growers in history. This happy cir-
cumstance resulted from a manageable crop of quality fruit, a highly
successful promotional program by the Commission, and a demand
for citrus that matured during the record crop of the previous season.

The final report of the United States Department of Agriculture
placed Florida's citrus crop at 141,900,000 boxes of fruit, the third
largest crop on record. This included 104,000, 000 boxes of oranges
and 32,800,000 boxes of grapefruit.

As in the past, selling Florida citrus was regarded as an en-
thusiastic endeavor, and you and your office again deserve a great deal
of credit for efforts in behalf of the state's citrus fruits and products.
Thank you for your assistance and interest, and we appreciate your will-
ingness to accept any role that furthers the promotion of Florida's lead-
ing agricultural product.

Sinfly yours,



Edward A. Taylor
General Manager


page three


I


- ; i- --- -- -- -( ( -- II ~ -~- ~ -~------- i ~--I-
























MERCHANDISING

Contact with major food trade organizations is maintained by the Commission's
62-man field force located in principal market areas. Fulfillment of objectives included
manpower transfers and promotions, plus authorization to increase the
number of field men to 66.
Other objectives achieved were: (1) Stepped-up frequency of headquarters
contacts with national and regional chains; (2) introduction of new merchandising
techniques tailored to the respective food trade groups; (3) expanded use of the prize
and premium sales incentive program; (4) development and expansion of new and unusual
tie-in promotions, with particular emphasis on non-food, non-related products;
(5) better communications between headquarters and field staff, trade and industry
factors; (6) upgrading quality and design of all point-of-purchase materials;
(7) closer coordination between Advertising Department and advertising agency
staff, and (8) more efficient warehouse operations.
Fresh and processed seminars for top merchandisers of national food chains and
voluntary groups were conducted for the second year, with trade suggestions
and recommendations proving extremely beneficial to the citrus industry and resulting in
more effective working relationships with the merchandising field force.
Florida citrus fresh and processed and automobiles were jointly promoted
in Atlanta, Norfolk, Asheville, Greenville, Chattanooga, and Knoxville, with saturation
coverage of combination retail and institutional outlets highlighting the Atlanta
and Chattanooga promotions.
Fresh Murcott demonstrations were conducted in 10 cities where sales
quadrupled in participating food markets, while excellent retail tie-in support was reported
by the field staff for the first full-page Hi-Fi color advertisement for citrus.
Satisfactory results were reported on consumer research on the orange
squeater and 7-cents-off Orange Coupon Test Promotion.
A live stage show, Broadway type, highlighted the annual trade luncheon tour
in 12 top markets Atlanta, Boston, Chicago, Cincinnati, Detroit, Los Angeles, New York,
Philadelphia, San Francisco, Washington, D. C., Cleveland and St. Louis.
The Commission's advertising-merchandising plans were introduced to approximately
2,500 leading food trade contacts in these markets, and a filmed version of the stage show
was presented to food trade groups in secondary markets.
During the peak of the season, a strong in-store promotional campaign was tied in
with the Florida Tangerine Cooperative, and heavy promotional programs supported
Temples and Tangelos during peak shipping periods.
The new position of Processed Product Manager was established to provide
liaison between the Commission and the processor's segment of the industry, the
field force and major processed food trade factors.
Trade contact calls by the field force totaled 103,541, In-store displays constructed
and installed numbered 30,891, and total number of display pieces shipped exceeded
14,000,000, including 282,977 special kits tailored for major supermarkets.
Prize and premium incentive promotions totaled 476.
Participation continued in the "Festival of Florida Foods" at Orlando, attended by
an estimated 75,000 food trade leaders, industry factors, and visitors.
page four


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FROZEN CONCENTRATED ORANGE JUICE
CONSUMER PURCHASES
GALLONS(













MARKET RESEARCH

AND DEVELOPMENT

The continuing research program which was the primary objective last year is now
operating satisfactorily. This program includes consumer and trade measurements
for the U.S.A. and Canada as well as advertising testing. Future additions to the program,
when feasible, will cover the institutional as well as foreign markets.
While the Market Research Department continued to provide a full scale
continuing information program to assist the Commission staff, the most significant
developments were the promotional and advertising tests. These two projects the first is
completed and the second still in progress will for the first time give substantial
factual data for the selection of Commission marketing strategies. As a result of these studies
the staff will know specifically which promotions and advertising concepts are
best suited to industry needs for individual situations.
The promotional test evaluated nine separate promotional or merchandising
techniques designed to give short run sales gains for frozen concentrated orange juice.
These tests took place in 18 separate markets in the Northeast quadrant of the country.
Each promotional device was used in two paired markets for a period of
one month with store audits conducted before, during and after the promotions.
In addition to the test markets, four control cities were audited so that results of the
various promotions could be compared to normal sales for the same periods.
The ultimate criterion for determining which promotions were most successful
was the cost per additional gallon sold.
The results of this study showed clearly that coupons, both mail and media,
as well as trade allowances and a refund offer were especially effective in generating sales
for a commodity such as frozen concentrated orange juice.
The advertising concept test currently being conducted in six cities is the logical
counterpart to the promotional study. A large number of distinctly different advertising
concepts were screened and the three most successful were used to create television
commercials. The objectives of the advertising test are not specifically sales gains in a short
period, as in the case of the promotional tests, but rather consumer attitude
development towards citrus industry products.
Two other important projects conducted this year one complete and the other in
early stages were the artificially sweetened and high density frozen concentrated
orange juice development programs.. A significant preference was demonstrated
for sweetened juice, whether sugar-added or artificially sweetened, compared to the standard
product. The marketing implications of these findings may have long-range
effects on the citrus industry.
The search for a better method to provide greater quantities of orange juice
to the consumer broadened from the 8-ounce research to high density concentrate. The first
stages of this work consumer taste tests of a number of product variables have
been completed and plans for in-home usage tests of the final product are
underway. The third and final phase will be a market test to determine the marketing
feasibility of a "new" product of this type.

page five










































ADVERTISING

Florida citrus gained new and increasingly favorable stature during the 1967-68
season through achievements of a most effective advertising program.
Among the significant developments in the creative area was the adoption of a common
theme, or "umbrella," for advertising and promoting frozen concentrate, chilled, canned
and fresh orange juice, using the banner, 'Breakfast Without Orange Juice Is Like a Day
Without Sunshine." This effort capitalized upon the breakfast franchise enjoyed
by orange juice and exploited the health and vitality values associated with the product.
A media umbrella resulted in concurrent scheduling wherever possible for all products.
Another important step was the signing of a contract with Anita Bryant to be
advertising spokeswoman for all Florida citrus products. A Florida resident, Miss Bryant
is a popular singer who is to be used to promote citrus through television
and radio commercials and in personal appearances.
In planning for the future and high volume crops, the Commission initiated several
testing programs which were designed and implemented by Lennen & Newell, Inc.,
the advertising agency for fresh and processed oranges. The first test, completed
in April, involved nine different promotional techniques and provided a variety and
scope unprecedented for a commodity advertiser. The actionable information obtained will be
invaluable in the future in the planning of immediate movement of
product at mass consumer levels.
Several tests in the creative area have been and are being conducted on
different themes for potential exploitation, ranging from "concept tests" measures of
campaign ideas in the form of statements featuring various product benefits to
tests of completed commercials and advertisements. Among the approaches undergoing
test are taste, energy, convenience, value, health, natural Vitamin C, and variety of uses.


page six







































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Produced was a booklet for teenage boys, which was requested by educators following
the success of the teenage girls' pamphlets, "The Beauty Habit" and "The Road to Beauty."
Brightly written and illustrated, with copy in the current young idiom, the booklet
entitled "How to Get in Shape and Stay There," contains good grooming and nutrition
information, plus the Marine Corps physical fitness exercise, and a chart
for scoring in a physical fitness test.
A pilot project was staged by the Marine Corps among schools in the metropolitan
New York area, with nearly 250,000 of the Commission booklets distributed as
guidelines for exercises and the fitness test. The program was highly successful and received
a great deal of publicity. The project is to be broadened next year, insuring a good
route for Florida citrus to travel in reaching students in thousands of schools
with a message of nutrition.
Extensive work in cooperation with United States Department of Agriculture
nutritionists and School Lunch Program officials resulted in the development of special
recipes for the use of frozen concentrated orange juice made avialable to schools. The recipes
were widely distributed and helped lunch room personnel in providing varied dishes
involving the juice.
The Commission played a prominent role in the pilot breakfast program conducted
by the United States Department of Agriculture's School Lunch Division. This project
involved breakfast for 11,000 students and was highlighted by an inspection tour by
Secretary of Agriculture Orville Freeman.
Participation by the Commission in a Poverty Program project in Chicago schools resulted
in each child receiving a Florida orange. New printed materials were developed, many for
pre-school and elementary ages, in consultation with an advisory committee of
educators, school lunch directors and government officials involved in expanding nutrition
education. More than 1,691,460 pieces of these educational materials were distributed
in the past year.
Through special grants, the Commission again sponsored health education workshops
at three state teachers' colleges in Massachusetts, and a six-state school lunch workshop
at the University of Georgia. At the workshop, Herbert Rorex, Director of the
School Lunch Division for the United States Department of Agriculture, stressed the need
for better nutrition education projects, both in and outside the nation's schools. Through
such projects, the Commission has earned a reputation for good public service,
reflected in broad use of Commission teaching aids and in increasing consumption of
cirtus products within the schools.
page fifteen


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Fgure 3. Vratons in spot prices of bulk FCOJ (FOS) and ntermedrate- Ith
futures price, weekly average, October 1966 November 1967.



ECONOMIC RESEARCH

The function of the Commission's Economic Research Department is to attempt
solutions to spontaneous and chronic economic problems affecting
the Florida citrus industry. Requests for assistance in this area usually originate
with industry groups, as well as with individual researchers. A relatively small
team of economists is employed by the Commission for this purpose and located at the
University of Florida in Gainesville.
Projects cover a wide range of economic topics, with particular emphasis upon
marketing studies. The specific subject areas of work in the 1967-68 season were: Demand
and substitution relationships, futures trading, consumer preference, merchandising,
labor standards, market allocations, wholesale-retail margins, supply management, and long-
range production estimates.
A new publication, Economic Research Report, was inaugurated during the season
to provide a brief summary of the major research findings of the department. The following
is a summation of some of the more important projects completed during the season.
Optimum Allocations of Tangerine Shipments by Size of Fruit: The larger the volume
of tangerines available for shipment, the greater the proportion of smaller fruit (size 210's)
which may be shipped, up to a maximum of 15-20 per cent. This allocation holds for
the overall tangerine marketing season, except for a two-week period beginning prior to the
Christmas holidays.
Wholesale-Retail Marketing Margins for Fresh Citrus: The absolute dollar amount
of the wholesale-retail margin does not change appreciably from one crop season to the next.
When expressed as a percent of retail price, however, the margin appears to vary
considerably over time. This occurs because of variations in retail fruit prices.
Future Market for Frozen Concentrated Orange Juice After One Year: Interest in
trading futures contracts increased rapidly throughout 1967 and in January 1968
over 8,300 contracts were traded. This one month of trading represented about
20 million boxes of oranges, or 28 million gallons of 45 degree Brix concentrate. Although
prices in the futures market were much lower than cash prices during the first few
months of trading in 1966 and January of 1967, cash and futures prices converged in
February of 1967.
Polyethylene or Vexar-Which Type of Bag Does the Consumer Prefer: Even
though a greater proportion of consumers preferred Vexar to poly, poly was readily substituted
when Vexar was not available. Those preferring poly also substituted Vexar when poly
bags were not available. Because of an acceptance of either type of bag, Florida's fresh citrus
shippers many consider factors other than consumer preference in deciding whether
to package oranges in both bags or in only one type.
Titles of other research completed included: An Evaluation of the Merchandising
Program of the Florida Citrus Commission; Demand Relationships for Fresh Lemons
and Frozen Concentrated Lemonade; Synthetics, Substitutes, and Food Marketing;
Estimation of Florida's Orange Production Over the Next 15 Years by the Random Sampling
Technique; Projection of Florida Orange Production, Sales Potential, and Surplus;
Proposal for Financing the Florida Citrus Commission, and Supply Management.
page sixteen



























SCIENTIFIC RESEARCH

The past year saw the installation and successful operation by one of the State's largest
processors of an essence recovery unit, based on the design of the Commission-Citrus
Experiment Station pilot plant essence recovery system. The commercial unit recovered
essence from approximately one-half of the concentrator's production. Advice and
consultation was also provided to other processors contemplating installation
of essence systems.
Consumer test packs of (1) frozen concentrated orange juice containing essence,
rather than the customary "cutback" juice; (2) canned orange juices with several
fruit and processing variations, and (3) frozen concentrated orange juices unsweetened,
sweetened with sugar, and with cyclamates, were produced for evaluation by the
Market Research and Development Department.
Heat processed and chilled citrus salad gels were produced, using either whole
or crushed grapefruit and orange sections; grapefruit products were debittered, using a
commercially produced enzyme, and individually frozen grapefruit sections
and orange rings were successfully packed.
Three experimental post-harvest fungicides were found to be generally more effective
in controlling decay in fresh citrus fruits than a standard sodium o-phenylphenate plus
diphenyl pad treatment. In addition, two experimental fungicides were found to be effective
in controlling post-harvest decay when they were applied as pre-harvest
sprays one to two weeks prior to harvest.
Work was continued on the mechanization of citrus fruit harvesting and on abscission
agents to loosen fruit on the tree. Five-year picking tests on Hamlin and Pineapple oranges
and Marsh grapefruit showed that the tree shaker did not reduce tree yields as compared to
hand picking. A commercially developed fruit pick-up machine capable of handling
500 pounds of fruit a minute was evaluated and purchased.
The research on pounds-solids centered around the development of an automatic Brixo-
meter, and the determination of the proper setting for the official state testroom extractor.
Orange peel pigments were successfully extracted and concentrated to yield a
product easily incorporated into orange juice concentrate as a natural color fortifier.
Soluble solids and titratable acid were shown to vary widely from stem end to blossom end,
and from the outside towards the core in both oranges and grapefruit. At 70 degrees
Fahrenheit and 70 per cent RH, commercially waxed Hamlin oranges showed a weight
loss of three per cent per week over a three-week period.
In the studies on grapefruit acidity the work on the enzymes malic dehydrogenase and
citrate synthase was completed, and it was found that Nethylmaleimide and sodium fluorocitrate
effectively prevented citric acid formation in vitro. A number of promising
inhibitors are being field-tested on mature grapefruit trees.
Cooperative research with the United States Department of Agriculture on foam-
dried citrus products was continued, and consumer acceptance testing indicated most
grapefruit users liked the instant grapefruit juice, although there were indications a sweeter
product would be better liked.


page seventeen
























TRANSPORTATION

During the past season, the Growers and Shippers League of Florida was busy in
behalf of the Commission opposing various increases in freight rates and charges proposed by
the transportation agencies, and there is every indication the citrus industry will
continue to be faced with such carrier requests.
A general increase of about three per cent in freight rates and charges requested
by the rail lines throughout the country in 1967 was opposed by the League, and although
allowed to become effective August 19, 1967, by the Interstate Commerce Commission, no in-
crease was allowed on 100-pound citrus fruit rates to points in Official, Western Trunk
Line, and Southwestern Territories; an extension of only $22 per flat car was allowed
on TOFC rates on fresh citrus fruit to destinations in California and Arizona; and a
maximum increase of two cents per 100 pounds was allowed on canned and frozen
citrus products shipped to destinations in Southern Territory.
In March, 1968, the rail lines throughout the country again requested a general
increase, including a five per cent expansion in rates on fresh citrus fruit and a six per cent
boost in rates on canned and frozen citrus products. The League opposed these advances,
and the ICC suspended the requests, although granting an overall increase of three
per cent on an interim basis, effective June 24, 1968, with no increase to exceed the
original requests.
A railroad proposal to increase piggyback rates on fresh citrus fruit by 15 per
cent on two-trailer shipments and by 25 per cent on single-trailer shipments was withdrawn,
and in lieu, a 12 per cent increase in rates on both types of shipments was approved
and became effective January 31, 1968.
The court suit filed by the League to determine railroad liability on market decline
claims on piggyback shipments of fresh citrus fruit was argued before the District Court of
Appeals, which upheld the verdict of the District Court in favor of the shipper and
also denied a petition for rehearing filed by the railroad.
A proposal to advance detention charges on mechanical refrigerator cars held beyond
the 24-hour free time to $12.50 for 12 hours, or fraction thereof, for the first 10 days
and $50 for 12 hours, or fraction thereof, thereafter until the car is released to
the carrier, was opposed by the League before the National Perishable Committee.
The League was successful in having objections registered and the proposal will
be considered at a later date.
A proposal of the rail lines to increase the minimum weights and level of rates on
canned goods, from, to, and within Southern Territory was opposed by the League,
and the proposal was withdrawn.
Numerous proposals to increase truckload and less-than-truckload rates on frozen and
chilled citrus products were filed by the motor carriers, and the League was successful
in keeping increases to a minimum, or in maintaining the existing level of rates, although
at higher minimum weights.
Faced with the possibility of a greatly increased production of citrus pulp, the By-
Products Advisory Committee requested the League to prepare a proposal seeking a reduction
in rail rates on citrus pomace to destinations in the Southern states. A proposal to
accomplish this has been prepared by the League and is now under consideration by the
origin rail lines.


page eighteen


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ADMI XI-ST iRAT IV

'-. Ever mindful d.;respbi s to the Florida itru inri.stry, 4he Commission
continued in- 1967-68 t--lj relations beneficial to the industry, adopting 32
amendments to'15 reulfahovied-writing one new regulation. A; imber of. amendments
brought regulations in line with' tws enactedby t he'' 7 -iorida Legistature, including
provision for mandatory' irlptaufl/on;i..a'standard juiaec.xtractor in fresh fruit houses
for ipor eflicient-ad 'uj a tntehaly testing; estahlishmEnt of a special Industry
Experimental Contiirr. "ihatuioaT. Committee to conduct itid ecValtte tests of new
containers; and permission fot -Flori4 citrus products for export to be labeled in -a manner
competitive with similar products iold in reignn countries. In addition, the toleraAce for
oranges and grapefruit' for epirt was fi6iac at up to '10 per cent below minimzy domestic
standards, permitting the allattion of a larger part of the crop for export at an earlierr date.
Topro mote inoiased participation in the Advertising Rebate.Program for processed
products'the Commiision extended the deadline for customers of taxpayers t file claims
from 90 to 180 days after purchase of product.
A nationwide survey conducted by the Commission on chilled orange juice labels'
revealed that out of a total of 149 brands picked up, 68 brands packed outside Florida had
one or more labels in violation of current regulations. A-major campaign was launched,
calling the violations to the attention of federal and state food and drug officials and
* assistance was solicited from carton and bottle cap suppliers to correct improper labels for this
product. Good cooperation was received and much progress reported.
Administrative staff achievements ih implementing the State of Florida's Uniform Job
Clasgfication and Pay Plan and related programs resulted in an invitation to participate
on an advisory committee to the State Personnel Board in drawing up rules an:- ,:.
regulations for one of the.state's new-programs. .. ... '
In administering fieal policies of the Conitission, the Administrative Department was
charged with bookkeeping respdnsibilities.for t r funds "ith a combined revenue of
approximately $15,000,000. With a carrya*er of about $10; d10iko, totil of $25,600,00
had to be budgeted and accounted for by.the comptrollrt'~sjice.
SExpenditures approved by the Commissioan, darig the- fisal period -amounted to
apptoxi;aately $16,000,000, and a total of $3,700,000 was spent in the payment of claims
under the provsTonsof the Iftentive Brand Advertising RebattProgram for
Processie OQange eoduts,
,' The investant4f temporarily idle funds during the fiscal yearresulted
in interest earnings of $426,209.
The License and Permit -epartment received and processed-.1,684 applications for
citrus dealer licenses. After careful appraisal, 1,A650 were approved by the Commission
and subsequently issued by the Commissioner of Agriculture. Thirty applications were
withdrawn and four specifically denied. 'Of 2,170 permits. isied, 1,718 were gift package
shipments. In addition, permits for interstate, shipment tit'rs a-for processing increased from
377 during 1966-67, to 427, up:'f Ot cet.Other ac ticluded 13 permits for
shipment, sale, and pack of frostea oracentrated oraaorn *-WIth sweetener added; eight
for charitable purposes; tlhee .frw test shipment of-eicp n. acA of'frt6en
concentrated orange juice. ". .- :
The Commission aifro~ p sih oed an 11 per cent"l'trase iti 6 leted work, with
only a five per cn4 t.icrease ii teo4t he volume of outgoing -mail continued to climb,
with an all-time hih of 570,600j pi~.representing an increase of 8/ per cent
over the 1965-67 season.


page nineteen



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