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Group Title: Annual report, Florida Department of Citrus
Title: Annual report
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Full Citation
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Permanent Link: http://ufdc.ufl.edu/UF00076084/00004
 Material Information
Title: Annual report
Series Title: Annual report
Physical Description: v. : ; 28 cm.
Language: English
Creator: Florida Citrus Commission -- Dept. of Citrus
Publisher: The Dept.
Place of Publication: Tallahassee?
Publication Date: 1969-1970
Frequency: annual
regular
 Subjects
Subject: Citrus fruit industry -- Periodicals -- Florida   ( lcsh )
Genre: government publication (state, provincial, terriorial, dependent)   ( marcgt )
 Notes
Statement of Responsibility: The Florida Department of Citrus.
Dates or Sequential Designation: 1969/70-
Numbering Peculiarities: Report year ends June 30.
 Record Information
Bibliographic ID: UF00076084
Volume ID: VID00004
Source Institution: University of Florida
Holding Location: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: oclc - 40694066
 Related Items
Preceded by: Annual report

Table of Contents
    Front Cover
        Page 1
    Main
        Page 2
        Page 3
        Page 4
        Page 5
        Page 6
        Page 7
        Page 8
        Page 9
        Page 10
        Page 11
        Page 12
        Page 13
        Page 14
Full Text


The Florida
Department of Citrus
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"Annual Report ,
For Fiscal Period July 1,1969 to June 30, 1970
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The Coninlission


O. D. Huff, Jr. W. F. Edwards
Chairman Vice Chairman


W. Albert Carlton Henry Cragg


Earl M. Crittenden


A. T. Edwards, Jr.


Robert D. Flippo


Robert S. Kazaros


D Victor Knight


William L. Raley


StanhldinlL





ADVERTISING AND MERCHANDISING
Key Scales, Jr Chairman
D Victor Knight, Vice Chairman
W F Edwards
Robert S Kazaros
Henry Cragg
W. Albert Carlton
Robert D Flippo

INSTITUTIONAL
Henry Cragg, Chairman
Robert D Flippo, Vice Chairman
W F Edwards
James Samson
William L Raley
Robert S Kazaros

SELL FLORIDA FIRST
William L Raley, Chairman
James Samson, Vice Chairman
Key Scales, Jr
A T Edwards, Jr
D Victor Knight
Earl M Crittenden

FRESH FRUIT
A T Edwards, Jr Chairman
Earl M Crittenden, Vice Chairman
Key Scales, Jr
James Samson
D Victor Knight


SCIENTIFIC RESEARCH
Robert S Kazaros, Chairman
William L. Raley, Vice Chairman
W. Albert Carlton
D. Victor Knight
A T Edwards, Jr.
Earl M Crittenden

PUBLIC RELATIONS
William L. Raley, Chairman
A. T. Edwards, Jr., Vice Chairman
Henry Cragg
Robert S. Kazaros
D. Victor Knight

INDUSTRY COORDINATING
W. F. Edwards
W Albert Carlton
Robert D Flippo
D Victor Knight

ADMINISTRATIVE AND BUDGET
James Samson, Chairman
Robert S Kazaros, Vice Chairman
Robert D Flippo
Key Scales, Jr
William L Raley
Earl M Crittenden

MARKET AND ECONOMIC RESEARCH
W F Edwards, Chairman
W Albert Carlton, Vice Chairman
Robert S. Kazaros
Robert D Flippo
D Victor Knight
James Samson


PROCESSING
Robert D. Flippo, Chairman
W F. Edwards, Vice Chairman
Henry Cragg
A. T. Edwards, Jr.
James Samson

EXPORT
Henry Cragg, Chairman
Robert D. Flippo, Vice Chairman
W Albert Carlton
W. F. Edwards
James Samson

DISNEY WORLD
Earl M. Crittenden. Chairman
W. Albert Carlton, Vice Chairman
Key Scales. Jr.
W. F. Edwards
Henry Cragg
A T Edwards, Jr.

LEGISLATIVE
W. F Edwards, Chairman
William L Raley, Vice Chairman
W. Albert Carlton
Henry Cragg
Key Scales. Jr.
Earl M Crittenden

TURNPIKE AUTHORITY
Key Scales, Jr Chairman
Earl M Crittenden. Vice Chairman
Robert S Kazaros
A T Edwards. Jr
D Victor Knight


James Samson


Key Scales, Jr.


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j- ^ecutiv^~ib'~i Di -. 1

Florida's citrus industry made the transition into a new decade with a
highly successful 1969-70 season.
Noteworthy accomplishments and substantial progress were charted in
many areas as the Florida Department of Citrus continued to record
gains in promoting the industry's fruits and processed products.
A contributing force was the harvesting of 186,100,000 boxes of fruit,
the second largest crop on record and one of the best ever in terms of
fruit quality. It has also been the second largest pack of concentrate
in history with a net total of 125,000,000 gallons produced. And,
consumers are expected to purchase more of this product than in any
other year. Estimates by nationally-known research firms show that
purchases at the close of the fiscal year were 24 per cent above those for
the 1966-67 season when the industry harvested an all-time record crop.
Measuring consumer buying of frozen concentrated orange juice is
regarded as an excellent device of demonstrating the
effectiveness of promotional efforts by the Florida Department of
Citrus. The American housewife has become increasingly aware during
the year of advertising for Florida orange juice. This is a tribute to the
product, the promotional process, and singer Anita Bryant, the personable
representative of the citrus industry. The Department's slogan,
"Breakfast Without Orange Juice Is Like A Day Without Sunshine,"
was recognized by three of every four housewives interviewed, according
to national surveys. In addition, "Shape Up With Grapefruit," has
registered well in familiarizing urban shoppers with the benefits in
serving Florida grapefruit.
Consumer awareness of television commercials featuring Anita Bryant
attained the highest rating to date, 75 per cent, and more than half
the respondents could identify Miss Bryant as the girl in the orange
juice commercials.
Activities in scientific research were stepped up and there is
every indication that in the near future, new citrus products will be
available at the consumer level. This activity has attracted the attention
of several national food manufacturers. The Scientific Research staff
also reported gains in mechanical harvesting and related abscission
studies, in orange essence usage, and in decay controls.
Our field merchandising staff made tremendous strides with a
record number of more than 1,000 prize and premium programs
enlisting retail store




























personnel in productive promotions for all Florida citrus fruits and
products. These programs received cooperation from some of the largest
chain and independent food groups in the nation, and have resulted
in measurable increases in movement of our products.
Other Florida Department of Citrus endeavors that proved beneficial to
the food trade included market research studies that revealed
advantages present in multipacks of frozen concentrated orange juice,
in larger sizes of containers of this product, and in increased display
space for both fresh and processed citrus.
Studies also searched out the potential available to institutional sales
of Florida citrus through commercial, college and teenage markets.
Larger volumes of processed citrus juices moved into foreign markets
during the year as the Department's Three-Party Program continued
promotional efforts abroad. Interest in the program among European
distributors of Florida citrus increased, and export sales continued
to climb as more consumers on the continent and in the United
Kingdom recognized the quality present in the Florida products. Our
latest estimates show that over 5 per cent of Florida's total crop is now
being sold in European markets.
Regulatory activities of the Department kept pace with ever changing
marketing conditions. There was a general revamping of fresh fruit
container regulations and a procedure established classifying and setting
standards for new citrus hybrids. An example of the fiscal
responsibility is illustrated by the handling of seven trust funds.
We see even more gains for the Florida citrus industry during the
forthcoming season. The understanding by the Florida Legislature in
meeting the industry's needs for.an additional 2 cents per box
assessment will now allow the Department of Citrus to maintain its
marketing thrust despite ever increasing costs. And, by the time the next
annual report is rendered, the exhibit to be sponsored by the Florida
citrus industry at Walt Disney World is scheduled for completion, with
national marketing plans involving both Walt Disney World and the
Florida citrus industry ready to go.
To say the very least, the new decade looks promising for our
industry-including more Apollo space flights carrying aloft Florida
orange juice crystals.



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MercthandisI i

Field Merchandising Department representatives were active in
securing participation by the food trade in more than 1,000 prize and
premium programs. This record achievement was 25 per cent greater than
the previous year. Executed at local, regional and national levels,
these programs produced sales gains ranging from 100 per cent to more
than 1,000 per cent.
Promotions for tangerines, tangelos and Temples were outstanding,
and Murcotts profited from more than 200 sampling demonstrations in
high-volume stores in the northeast.
As a result of strong Department promotions the preceding year,
demand continued heavy for canned single strength grapefruit juice.
An increase was noted in the number and success of area-wide
promotions involving the cooperation of such non-food
organizations as automobile agencies, banks, home appliance
stores, and department stores.
The new approach of a number of small selected trade luncheons
directed by the Department's field representatives was successful in
informing food trade executives of upcoming plans for advertising and
merchandising Florida citrus.
Staff activity during the year resulted in 103,000 trade contacts and
18,900 in-store displays in major markets, plus the use of 19,400,000
display pieces and requests for 347,000 custom prepared kits of
these materials.
The theme for the Department's annual national sales meeting was
"Better Communications." This objective has resulted in increased
enthusiasm, team action and quality of field work throughout the
entire organization.









































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While the Market Research Department continued to provide research
services to the staff and the industry, emphasis during the year was
on market testing. A number of projects were conducted which were
designed to answer questions concerned with additional volume for
the citrus industry.
One of these tests conducted in Youngstown, Ohio, sought
measurements on the sales impact of multipack devices for frozen
concentrated orange luice. The dramatic gains registered in this study
were documented and published widely throughout the food trade and
the citrus industry. As a result, the retail use of multipack is steadily
increasing.
Larger package sizes of 8 and 16 ounces of frozen concentrated
orange luice were the subject of a pilot test in Dayton, Ohio. These
packages were checked in a number of display situations and the results
showed very substantial sales gains in every instance, with the
16-ounce container proving the most efficient in terms of added collars
and volume. This report also was received with a great deal of interest
by the retail trade. Additionally, at least one processor is planning a
nationwide introduction of this size.
Direct mail coupons and outdoor advertising were utilized in upper New
York state to determine if promotional efforts would increase and
maintain sales of chilled citrus salads. Exceptionally high sales resulted
from these promotional efforts and a final report is to be published early
in the new fiscal year.
A pilot test similar to the Dayton packaging project was initiated in
Indianapolis for high density frozen concentrated orange juice. Still to
be completed, the 4-plus-1 test product will be measured against
the 8 and 16-ounce packaging study.

















































Subjects ranging from a fairytale wonderland in Florida to the wonder
of a miracle flight to the moon and back occupied the Publicity
Department calendar for the year.
Quietly accomplished were conferences between Disney and Florida
Department of Citrus officials in gradually molding plans for the industry-
sponsored exhibit that is to open at Walt Disney World in 1971.
With a bit more fanfare, the Publicity Department was instrumental in
getting powdered orange juice aboard the Apollo 13 on its voyage
that saw three astronauts struggle back to earth after a mishap ruined
chances of landing on the moon. The orange crystals did not receive the
full publicity impact that would have been generated in a routine flight,
but the missile's passengers were high in praise of the product.
Golf received a helpful boost from the Publicity Department as the
regular professional event at Orlando was split into two contests the
Florida Citrus Invitational at Orlando, and the Florida Citrus Open
at Lakeland.
In the area of films, two new movies were released a clever bit on
fresh citrus with an appeal to the younger consumers, and a capsuled
lesson on tennis, with a hint about citrus as a conditioner for the sport.
Perhaps the most publicized event of the year was the appearance
of an orange juice energy drink that found success with a college
football team. Publicity was widespread enough to attract national
attention and the interest of several large manufacturers.


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Another special television campaign, "A Juicy Bite of Florida Sunshine,"
promoted fresh fruit during the fall and winter months for round oranges
and specialty fruits, while advertisements in trade publications
continued to emphasize the profit advantages present in frozen
concentrated orange juice.
Spot television for all forms of Florida grapefruit followed the popular
theme, "Shape Up With Grapefruit From Florida," which featured fresh
fruit in 21 markets and processed fruit in 23 markets. Coupons for
grapefruit spoons appeared in leading women's magazines.
Outdoor advertising and direct mail coupons supported a successful
special test for chilled grapefruit salad and sections during the late
winter months.
Editorial pages of the nation's major newspapers and consumer service
magazines featured Florida citrus each week, and the wire services
and top food editors reported in depth on new product research
being conducted by the Florida Department of Citrus. Additionally, a
special information service for consumer directors of leading food chains
was initiated.
The Rolling Orange mobile unit appeared in conjunction with leading
events and attractions in Florida in a campaign to increase awareness
within the state of Florida citrus fruits and products. The Sell Florida
First Program's "Orange Juice Break" was promoted by the Florida
Highway Patrol which placed bumper tags on every Patrol vehicle.


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University in Richmond, Virginia. The commercial test was conducted
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Test marketing projects were conducted in three areas with the
greatest potential for increased sale of Florida citrus products away-
from-home the college, commercial, and teenage markets. Tests at
the collegiate level were conducted on the campuses of the
University of Massachusetts at Northampton, and at the Commonwealth
University in Richmond, Virginia. The commercial test was conducted
in Buffalo, and the teenage test in Pittsburgh. Results are being
compiled for the studies, which were conducted for the purpose of
determining whether it was possible to generate additional volume for
citrus products by concentrating on these specialized market segments.
Sales incentive programs met with greater success than ever before.
A total of 364 promotions with some of the nation's leading food service
operators boosted average sales of Florida citrus products by 33 per cent.
The Department was an active participant in the White House
Conference on Hunger and Nutrition. called by President Nixon. Florida
orange juice was the only beverage served to official members of this
meeting, and all new feeding programs initiated at the conference
included orange juice.
Educational programs were broadened this year to include the YMCA,
with a special "Citrus Fitness" day in the Washington, D. C. area
involving 3,600 youngsters. Also in cooperation with the YMCA,
a television public service spot on good health and exercise, featuring
Florida orange juice, was made available to 500 selected stations.
The Department conducted successful School Lunch workshops in
Hartford, Connecticut; Corvallis, Oregon; Indianapolis, and Oklahoma
City, which were attended by leading nutritionists in the educational,
hospital, in-plant and restaurant fields.















































Long-range planning by the School Marketing Expansion Program for
the development of a school lunch market for orange juice was
demonstrated during the year by an in-school test of serving methods
employed in dispensing juice to students. Three types of containers
were involved in the test and all won a notable measure of success
in comparison with bulk service employed by schools participating in the
study. Among the advantages were a need for less storage space and
ease in serving and in controlling quality. In addition, there was an
increase in the number of students accepting orange juice when served
in pre-packaged containers.
Another study was conducted late in the year to determine the effects
of self-service methods and a report will be presented in the next
fiscal year as part of the development of strategies and tactics
necessary for effective promotional and marketing efforts in the nation's
school systems.
Assisting in conducting the program is the Scliuol Marketing Program
Administrative Committee, composed of seven producer members and
seven processor members. The Committee is responsible for the
development or expansion of packaging, dispensing and distribution
of orange juice in school lunch programs.
The School Marketing Expansion Program, which became effective in
1969 with the approval of 90 per cent of all citrus g owers, is funded
through a marketing order initiated under the Floi da Orange Stabilization
Act. Purpose of the program is to substantially reduce effects likely to
result from anticipated record crops of oranges and processed
orange products.

















































The Scientific Research Department continued to place greatest
emphasis on the development of new food products and on research
involving chemicals which promote the abscission of citrus fruits.
The objective of the new food products group is to place citrus into
new markets, and significant progress was recorded in the development
of four types of products to meet this concept, namely, isotonic type
drinks, carbonated juices, protein-fortified juices, and juice blends. These
and improved salad gels and jellied citrus sauces were among new
products introduced to interested companies during the year. As a result,
a contract was negotiated with the Pillsbury Company for the
commercialization of isotonic type drinks.
Instant orange juice, developed cooperatively with the United States
Department of Agriculture, was used in the space program for the
first time on the Apollo 13 mission to the moon, and one Florida processor
installed equipment for producing the powdered juice.
Chemical tests for the evaluation of citrus essences were improved
and adapted for analysis of juices and oils, and an essence recovery
system designed by the Florida Department of Citrus staff was installed
in a Florida citrus processing plant.
Tests were conducted with packs of frozen concentrated orange juice at
varying Brix levels and with high density concentrates containing
essence. Automatic Brix determination progressed from experimental
to commercial prototype equipment,


















































and advances were noted for in-plant determination of color by
instrumental techniques, with the color program being expanded to
include research on pink grapefruit.
An innovation was the use of a consumer-type flavor evaluation panel
composed of Citrus Experiment Station staff and employees.
Approximately 2,000 additional compounds were screened for abscission
activity, and further development continued on compounds studied in
previous years. Several tests were conducted involving large acreages,
and at least one compound is expected to be available for use next
season under Federal Food and Drug Administration permit.
Evaluation of mechanical harvesting and fruit handling systems involved
a new self-propelled limb shaker, a forced air harvester, and a fruit
rake pick-up machine.
Fresh fruit research was devoted chiefly to basic and applied studies
on processes controlling sugar and acid accumulation, and on decay
control. An FDA approved fungicide, thiabendazole, has been found to be
a suitable replacement for the Dow-hex treatment developed and
patented by the Florida Department of Citrus in 1954 and used almost
universally in recent years. Three other excellent fungicides
have been selected for intensive testing.
Some compounds have been studied which seem to increase the
accumulation of soluble solids in fruit, but at the moment, none appear to
be of commercial significance.











































Activities of the Economic Research Department were in four general
areas: Investigating problems requested by the Florida Department
of Citrus or industry groups; maintaining continuing research to
provide imput data for current analysis work and to forecast supply
and demand conditions for future years; assisting industry firms with
data requests, and reporting research activities at various public meetings.
In a current analysis study, it was determined feasible to operate
the Florida Department of Citrus under Federal Market Order
Authority, if the Federal Agricultural Marketing Agreement Act of 1937
was amended to include processed orange products.
A proposal was developed for industry review which would allow
increased promotional efforts in a plan wherein grower assessments would
be lower during low-price seasons and higher in high-price seasons.
A supermarket study indicated that space should be given priority over
refrigeration in maximizing sales of fresh fruit. An analysis was begun to
assist market order committees in deciding the size and timing of
prorates for fresh grapefruit. Industry assistance included providing data
on pack, movement and carryover for specific products, long-run
supply and demand estimates, and costs of preparing the new high-energy
orange drink. In basic research, a continuing project dealt with improved
estimates which predict sales and prices for various citrus products.
Another major report provided demand relationships for Florida and
synthetic orange products.


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A number of significant changes were included in 26 amendments
and 11 regulations adopted by the Florida Citrus Commission during
the 1969-70 season.
One action required that the words "Florida" or "Indian River" be
stamped where applicable on round oranges shipped by packing houses
that moved more than 10,000 boxes of fruit the previous season.
In addition, the 4/5-bushel box was designated the standard unit of
measure for fresh fruit; routine inspection was required for fruit offered
for sale at retail by roadside stands; all citrus sold within the state
must meet quality standards for fruit shipped interstate, and new market
classifications, minimum maturity standards, and necessary processing
or packing restrictions were provided for new fruit varieties or hybrids.
A seven-day embargo was effective from January 14, 1970, on all fresh
fruit following a period of low temperatures.
A new conference room facility was completed and dedicated to
O. D. Huff, Jr., current chairman of the Commission.
The position of staff attorney was created to fill the need for a
house counsel.
More than 650 private labels were registered by more than 150
fresh fruit shippers, and 1,549 applications processed for citrus dealer
licenses. Of this number, 1,517 were approved for licensing, one was
denied for cause, and 31 withdrawn by the applicant. Of 2,725 special
fresh fruit permits issued, 2,241 were for gift packages, 419 for interstate
shipments by non-commercial shippers, and 65 for miscellaneous
reasons.
More than 600,000 pieces of mail were processed by the mail room.
The fiscal section collected over $21,250,000 in assessments without
a delinquent account. As a matter of interest, Department of Citrus gross
income has increased from $5,958,640 in 1960-61 to $22,091,952 in
1969-70.




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