Title: Florida clearing house news ..
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00086639/00024
 Material Information
Title: Florida clearing house news ..
Physical Description: v. : ill. ; 31 cm.
Language: English
Creator: Florida Citrus Growers' Clearing House Association
Publisher: s.n.
Place of Publication: Winter Haven Fla
Publication Date: September 15, 1929
Frequency: semimonthly (irregular)
Subject: Citrus fruits -- Periodicals   ( lcsh )
Genre: periodical   ( marcgt )
Dates or Sequential Designation: v. 1- Sept. 1928-
General Note: "Official publication of the Florida citrus growers clearing house association."
 Record Information
Bibliographic ID: UF00086639
Volume ID: VID00024
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 - 01306261
lccn - 30006589

Full Text

Libray CWOup
Bureau of Arig. Ecoft,.
U. S. Dept. ol Ariz-e o#(# -4- at ^^ f4 e qt
Representing More Than 10,000 Growers of Oranges and Grapefruit

$2e.00 Year SEPTEMBER 15, 1 9 2Number 24

Florida Resents California's Effort to Maintain Embargoes

Ayer Recommended

As Advertising Firm

For Clearing House

Leading Agency in Country
Selected With Start
To Be Made Soon

The second annual national adver-
tising campaign for Florida citrus
will get under way within a few
weeks with the N. W. Ayer & Son,
Inc., as the advertising agency hand-
ling the work. Recommendation of
N. W. Ayer was made by the Clear-
ing House advertising committee at
a meeting held at the headquarters
September 9. Official selection and
approval of this agency for the cam-
paign is in the hands of the Board
of Directors and will be determined
at the next meeting of this group.
Several other agencies were con-
sidered by the advertising commit-
tee at its meeting, these being the
.J. Walter Thompson, Lesan-Praigg
and Mitchell-Faust companies. Rep-
resentatives from each of these
agencies appeared before the com-
mittee, each going more or less fully
irto thei'qiestion of their respective
agency's ability to handle the Asso-
ciation's campaign.
Campaign Promising One
In selecting N. W. Ayer & Son,
Inc., to succeed Erwin, Wasey and
Company which handled the cam-
paign last season, the members of
the committee expressed their con-
fidence that the campaign will prove
,highly satisfactory to the Associa-
tion. At the meeting of the com-
mittee, Representatives I. D. Carson
and Harry W. Wallace, Jr., of N. W.
Ayer, made a presentation of their
facilities and ability to handle the
Clearing House advertising. The
Ayer agency, founded in 1869, now
employs about 750 people, with head
office in Philadelphia and branches
in New York, Boston, Chicago and
San Francisco, they explained. This
is the largest and one of the oldest
advertising agencies in the world
and enjoys a very high international
S (Continued on Page Seven)

An Editorial and A Reply

The following is an editorial which
recently appeared in the Redlands
(Calif.) DAILY FACTS, together
with an answer to it from the Clear-
ing House. The editorial in question
is a sample of some of the opinions
being broadcast at present and re-
flects fairly the decided ignorance
of the true conditions in Florida.

A Grave Dan
Clever propaganda, subtly dis-
tributed, seems to threaten the fruit
industry of California. We have the
Mediterranean fruit fly in Florida
and the people there who want to
market their fruit and vegetables ir-
respective of the damage that may
be done by distributing the pest over
a wider area, apparently stop at
First, the assurance was given
California that because of the dryer
climate here, we had nothing to fear
from this particular pest-it could
not live here; California was safe
willy nilly. But the Governor of
California and the agricultural de-
partment of the State government
did not propose to take any chances,
and a strict quarantine was put on
the bringing of anything from the
infested districts into California.
Guards at the State borders were
doubled and were warned to be
especially careful. A great sum of
money was appropriated to carry on
the work.
Now in some of the California pa-
pers, which apparently will print
anything that sounds interesting, re-
gardless of its source or of what
trouble may follow, appears an ar-
ticle under the caption of "Scien-
tific Service," which claims that by
treating fruits to a certain method,
all danger from the fly is eliminated.
To say that a grapefruit, for in-
stance, is incapable of harboring the
Mediterranean fly when the fruit
has been subjected to a certain
treatment, is simply to invite
trouble. There should be no let-up
in the battle to exterminate the fly.
There should be no relaxation, cer-

The Clearing House has replied in
similar vein to other similar edi-
torials and news articles but the
sample given herewith is so blant-
antly incorrect that it is reprinted
here in full and is followed by Gen-
eral Manager Archie M. Pratt's re-
ply to Lyman M. King, publisher of
the DAILY FACTS. The editorial

ger Facing Us
tainly of the strict quarantining
which would keep it out of Califor-
nia. If other States wish to take a
chance through permitting "treat-
ed" fruit to enter their borders, so
be it. California ought not and will
Here is the "Scientific Service"
California has nothing to fear in
the marketing and handling of this
year's citrus fruit crop because of
the threat of the dangerous Mediter-
ranean fruit fly. Thanks to research
scientists, a method of processing
grapefruit, oranges and other fruit
has been found, making the products
incapable of harboring the pest, and
the 1929 crop will move in com-
merce with perfect protection. Since
the new crop comes on the market
in September, the newly perfect
method of utilizing the cold storage
and coloring processes and plants to
render the whole fruit incapable of
harboring the eggs and larvae of the
dangerous pest is expected to re-
lieve the financial situation that has
developed in Florida as a result of
the necessary quarantines enforced
since the fruit fly was discovered
four months ago.
The processing method that U. S.
Department of Agriculture officials
plan to substitute for the destruc-
tion of fruit that has been past prac-
tice, was developed by Federal re-
search scientists. At present the full
details of the method have not been
announced, but it is said to be com-
mercially feasible, as well as effec-
tive in preventing all chance of a
spread of the pest to other parts of
(Continued on Page Two)

Agricultural Chief's

Attitude Regarded

As Unfair One

PacificActivities May Mean
Westerners Hope to Have
Markets to Selves

Thoughtful and far-seeing Flor-
idians occasionally have nursed the
cheerful thought that some day
Florida and California together will
place their shoulders to the wheel
and work out a citrus marketing
program of mutual interest and im-
portance. The present situation in-
dicates that the cheerful thought is
but an air castle; Our Pacific friends
apparently are refusing to make use
of a good opportunity to exhibit
broad-mindedness and helpfulness
in the Mediterranean fruit fly sit-
uation and thus cement for years to
come what so easily could be a val-
uable friendship with Florida.
The broad view-and the common
sense view-for California to take
of Florida's fight against the fruit
fly, would be that of co-operation.
California, as a, State, should see
that in helping Florida in her fight
she would be protecting her own in-
terests and safety and would be
helping materially the "cause" of
citrus in the nation's markets. If
California, instead of officially in-
sisting, for example, that the seven-
teen Southern and Western States
maintain their present embargoes
against Florida citrus, would de-
mand that these States be opened to
Florida fruit, the Pacific growers
unquestionably would gain far more
than they can by the selfish attitude
that is making itself so apparent.
But obviously California is unable
to adopt an attitude of helpfulness
or co-operation toward Florida. In
fact our western neighbor appears
to be doing all in her power to make
Florida's uphill (but winning) fight.
a more difficult experience. George
Hecke, Director of Agriculture in
California, is one official who has ex-
hibited a degree of selfishness that
(Continued on Page Three)


Paee 2

(Continued from Page One)
the country. Heretofore Florida
growers in the infested areas, which
produces 80 per cent of Florida's
fruit, have had only the prospect of
destroyed fruit with only partial
Federal reimbursement for the loss
involved. Now, while marketing will
not proceed with the freedom of the
pre-fruit fly era, the crop can be
sold and financial disaster will not
When the committee of entomol-
ogical experts sent by Secretary of
Agriculture Hyde to study the fruit
fly situation saw the possibilities of
the processing method, they recom-
mended that it be substituted for
embargoes and destruction of sus-
pected fruit, in order that the fruit
could be sold, the economic situa-
tion improved, co-operation from
Florida growers maintained and
costly reimbursements for destroy-
ed fruits be avoided.
Though details of the proposed
processing method have not been
made known, it is known to be es-
sentially an extension of the refrig-
eration and ripening processes that
have hitherto been used by citrus
shippers. The same equipment would
be used. The cooling would be car-
ried a little lower and the warming
of the ripening or coloring process
would be to a somewhat higher de-
gree. This modification of the pre-
paration of the fruit for market will


kill all developing fruit flies that
may be lurking within the fruit, and
make it perfectly safe.
This year's citrus crops would
normally start moving in commerce
in September, and it is hoped that
all of it, through the new process-
ing method, can be placed on the
Four months ago, when the Medi-
terranean fruit fly was discovered
to have invaded Florida, research
entomologists were sent into the war
zone with the entomological "shock
troops," who destroyed infested
fruit and held up shipments. They
were quiet and unassuming war-
riors who set to work breeding and
encouraging in cages the very fruit
flies that their brother fighters were
One of the first problems that
they tackled was some way of mak-
ing the citrus fruits safe for com-
merce, even if at one time they had
been infected. In the cold and heat
treatment involved in the common
commercial pre-cooling methods of
pre-fruit fly days, they found the es-
sence of the method that now prom-
ises to lift Florida out of the depths
of its latest misfortune. It was a
matter of making the commercial
methods more extreme. And now
the processing of citrus fruits prac-
tically accomplished, the entomolo-
gists are turning toward the pro-
tection of other fruits, favorites of
the fruit fly and grown in Florida's
infested area.

General Manager Pratt's Reply
September 12, 1929. nia has not got today nor any other
Mr. Lyman M. King, Editor, citrus producing section. Commer-
Redlands Daily Facts, cially we are absolutely free from
Redlands, California. the fly. Were it not for the quaran-
Dear M. Kin: tine our condition would be normal
ear M. ig but because of the supreme effort
Under the display head, "A Grave being used to eradicate the last fly
Danger Facing Us," I note quite an we are earnestly backing a complete
interesting editorial in a recent Red- eradication program notwithstand-
lands .Daily Facts. ing that it means another season of
If you knew our actual condition complications and unavoidable loss
in Florida I believe you would never to the industry, these losses being
have sanctioned the editorial. There strictly from a standpoint of pro-
are 6330 men under Government testing the rest of the United States
employ in the State of Florida rather than losses that are any
searching for the fly pupae and longer necessary for us to face from
otherwise carrying on quarantine a commercial standpoint. In fact, if
work, including bait spraying. There we were under control measures in-
are 7000 fly traps set at the most stead of eradication our operations
.likely places to catch the fly and yet would be normal and not handicap-
between these 7000 traps and over ed by the severe regualtions which
6000 men there has not been a Med- imposed
iterranean fly found in Florida for are imposed.
Our proven freedom from the fly
ever a month, August 7th being the under the most searching eye of our
last date. under the most searching eye of our
last date.00sque mes of t quarantine administration with over
Over 400 square miles of the wild 6000 men out and 7000 traps should
uncultivated territory of Florida be contrasted with our condition in
has been gone over most intensively April when our trouble was at its
for the purpose of destroying any peak. During the month of April
wild host plants and determining 9000 cars of citrus fruit left Flor-
evidence of Mediterranean fly. We
had great fears at one time that ida. They were shipped in bulk, by
these natural host plants in a wild truck, culls were shipped freely.
state would be the means of keeping This fruit went into Georgia, Ala-
state would be the means of keeping b Tennessee and all the warm
Florida from starving out the fl bama, Tennessee and all the warm
You can imagine the relief we feel Southern States as the official quar-
when we are informed officially.that antine was not effective until May
over this wide area of 400 square 1st. Yet, though we now know that
over this wide area of. 400 square the fruit which went forward came
miles not a fly has been found, not the fruit which went forward came
a larva or a pupa of the Mediterran- from our most dangerous groves, no
ean fruit fly. Meinfestation in the rest of the United
We have positive evidence of free- States occurred. Georgia for in-
dom from the fruit fly that Califor- stance has had 150 or more inspec-

tors covering the State and yet no
evidence of the fly spreading.
When one compares what actually
happened in April with the remark-
ably clean condition Florida is in
today, one cannot help but realize
that Florida is being severely pen-
alized for trouble that she is not re-
sponsible for and for one purpose
only, that of going to any extreme
to make California and the rest of
the fruit districts particularly, ab-
solutely safe from any possible
chance of infestation.
Moreover, there never was the in-
festation in Florida when things
were at the peak that doubtless you
and the public generally have in
mind. I hope that our mutual
friends, Mr. Allen Break and Mr.
Chandler, reported to you their ex-
perience of their first afternoon in
Florida in May. They expected to
find the fly, and get samples of the
larvae. We went out with Califor-
nia's chief entomologist, Mackie,
also accompanying him was an ex-
pert from Washington. We first
went to the big macerator, we cut
oranges especially those that had
any suspicious looks to them, we cut
grapefruit. We observed that the
negroes were eating the fruit, were
eating it freely and I began eating
it and then our California friends
likewise joined and they could not
understand why such perfectly good
fruit was being destroyed.
A picture was taken showing the
macerator and the lava stream of
heated pulp which was pouring
out. It looked very suggestive. We
finally gave up in despair of finding
anything showing any evidence
whatever but were encouraged by
the experts to go to the huge cull
pile in the woods where the nod of
the head of one of the experts indi-
cated we would find what we were
It certainly looked as if there
would be no difficulty. Millions of
grapefruit and Valencias were in
sight in this huge cull pile into
which was being poured in rapid
succession or simultaneously truck
load after truck load of citrus
fruits. Eagerly every one of us got
busy. We knew what to look for.
We had two of the most prominent
experts in the United States helping
and we stayed there until sundown.
Pictures were again taken of this
sorry sight. I told our friend Allen
Break that he would tell a far
stranger story, much more sensa-
tional, than the damnable misinter-
pretations I had seen in bulletins
and newspapers if he would tell the
actual truth. Instead of labeling
them so falsely, "Mediterranean Fly
Infested Fruit," he should label
them, "Absolutely Good Florida
Fruit Destroyed Under Fly Quaran-
tine." For it is an actual fact that
we worked there until sundown and
with all the experts and with the
rest of us working in the millions of
fruits that we had to secure some
evidence from we were compelled
to leave without finding signs of the
egg, the larva or the fly. Mind you
that this experience took place when
conditions were supposed to be at
the worst. It was an eye opener not

Page 2

September 15, 1929

only to Allen Break and Chandler
but to myself.
Growers have most naturally been
searching for the fly. Reams of fly
paper have been spread so that in-,,
dividual owners could see what a
Mediterranean fly looked like. There ,
is not one grower in a thousand that
has ever been privileged to find a
live Mediterranean fly or one on his
fly paper because the flies from the
beginning have been so extremely
scarce. Only three groves had any,i
real infestation deserving of the
name. Propaganda has been spread -
not only over Florida but over the
rest of the United States which
would indicate that infestation was I
not only general but developed to a i
high degree. The spread of this
propaganda had only one good, that.,
of arousing the public to go to every
extreme in fighting the lurking dan-
ger of the fly. It has had unfortu-
nately the terrible result that you
are acquainted with, that of throw-
ing uncalled for doubt upon our cit-
rus industry which has most serious-
ly interfered with our credit situa-.
tion, resulting in bank failures. The
quarantine on the fly from a com-
mercial sense has already cost Flor-
ida growers and citizens over $40,-
000,000.00 of deposits that have
been tied up in the banks alone.
Is it any wonder then that we
must take exception to such edi-.-
torials as shown in your paper, to
such statements as Mr. Hecke has
been making and to the uncalled for
propaganda based on fear alone and
not on facts. This is so unjustly
crippling a State which has so far
voluntarily worked in a most won-
derfully co-operative manner with
the Federal and State quarantine of-
ficials in the eradication program
which is for the rest of the United
States when we know that commer-
cially we are today free from the fly
and could proceed normally under
control measures, meeting this prob-
lem as we have the white fly or sim-'
ilar troubles which have come to
Yours very truly,
General Manager.

Clearing House to

Handle Portion of

Inspection Stamps

The State Department of Agricul-
ture has made arrangements with
the Clearing House Association for
this organization to handle part of
the State maturity inspection stamps
this season as an emergency meas-
ure to help both the shippers and
the State Department. The stamps,
in different denominations, are used
for both individual boxes and for
car lots.
The arrangement was made in
order to facilitate the movement of
fruit from territory not restricted
by quarantine regulations. Last year
the Department of Agriculture sold
$101,691 worth of these stamps.


(Continued from Page One)
Iis rather surprising, considering the
fact that he himself has been in
Florida, has surveyed conditions
here and is as familiar with this
State's present excellent condition
as regards fly infestations, as are
any of Florida's officials. Were Mr.
Hecke's blunt and unreasonable de-
mands, that the embargo against
Florida be maintained, the result of
ignorance, Florida could well over-
look his statements. But Mr. Hecke
is not ignorant of conditions here,
so his attitude is open only to right-
eous indignation on the part of
every Floridian.
Mr. Hecke recently was quoted at
some length in a California newspa-
per relative to the fly situation and
its relationship to California. The
article dealt with the attempts be-
ing made by Florida to have the ad-
mittedly severe quarantine restric-
4tions modified, and was headed:
"State Endangered By Changes in
Quarantine Hecke Finds Weak-
nesses in Proposed Florida Relief
-Methods." Throughout the article
Mr. Hecke repeatedly expressed his
fear that the quarantine restrictions
may be revoked and went so far as
'to imply that a program of Federal
reimbursement would be more desir-
'able than the pouring of national
money into an eradication program.
Some Floridians have feared that
selfish California interests might
work with Florida in the attempt to
obtain reimbursement for fruit de-
'stroyed but at the same time might
endeavor to have such restrictions
imposed as would prevent the move-
ment of all Florida citrus. This of
course would leave the markets of
the entire United States wide open
to -California.
Whether or not such an attempt
4is being made is not known. Most
Floridians hesitate to think that the
'west coast state would indulge in
such tactics, but Mr. Hecke's state-
ment cannot be entirely ignored.
The statement in question, accord-
ing to the California press in at
least one interview with Mr. Hecke,
reads in part as follows:
"The proposed changes in the reg-
ulations which are now under con-
sideration are of vital importance to
California and to the entire nation.
The saving to the national treasury
of the cost of reimbursement will be
spent many times over in control
measures and losses caused by dam-
.aged fruit and impaired markets.'
The treatment proposed has this
fundamental weakness: the interest
of the Government and the interest
of the shippers are in direct opposi-
tion. The object of the Government
is to kill the fly. The object of the
owners of the fruit is to save the
'fruit. Therefore, direct and unceas-
ing governmental supervision is the
deciding factor in the success of the
work. The question of convenience
cannot be eliminated from the pro-
cedure and unless the official super-
vision is absolute, opportunity may
be taken by the owners to prevent

injury to the fruit. Such an attitude
is natural and inevitably lowers the
factor of safety.
"No information is available as to
the possible action which may be
taken to maintain the eighteen
States quarantine. It is argued by
some that this method of treatment
is absolutely effective and will serve
as a substitute for destruction in
the eradication program. If this be
true, then it must be agreed that
there is no reason for excluding this
treated fruit from interstate com-
merce and climatic or crop suscepti-
bility does not constitute a danger-
ous factor. But on the other hand
those opposed to this change of pol-
icy, among whom is the writer, be-
lieve that there is a possibility that
100 per cent efficiency of treatment
is so difficult to obtain and the ac-
tual tests made of this process have
been so few, that it is advisable to
maintain the 18 States quarantine
until more definite information is
obtained by actual experience under
commercial conditions."
The attitude of the westerners is
that Florida today is a pariah and
should be so regarded and treated.
Other State officials, Governor C. C.
Young included, are taking up the
cry of, "Florida is unclean!" and the
press too is falling in line.
Only a few days ago a California
paper, in quoting John P. Coy, hor-
ticultural commissioner of San Ber-
nardino County, who told of his own
county's fly precautions and of the
government's eradication program,
interspersed the interview with un-
necessary terminology as to the
dreadful characteristics of the fly.
Such a manner of presentation
could have but one effect upon the
reader, and that is to convince him
that not only is Florida completely
devastated, but that its very atmos-
phere is contaminating to the rest of
United States. An excerpt from the
article in question follows:
"John P. Coy, county horticul-
tural commissioner, believes that the
greatest fight ever made by any
country against the Mediterranean
fruit fly is to be made by the United
States and that it will develop some
control of the pest which has wreck-
ed so many fruit districts.
"Mr. Coy spent several weeks in
an intensive study of the ravages of
the fruit fly in Florida this spring,
when he was sent east by this coun-
ty to familiarize himself with meth-
ods of combating the insect and
guarding against its encroachments.
"Basing his forecast upon his con-
tact with Federal eradication and
control work seen at first hand in
Florida, Mr. Coy predicts that Sec-
retary Hyde's fight will be success-
ful against the ruinous invasion of
the foreign insect. Meanwhile he
has formed a powerful co-operative
alliance of county agents, growers,
packers, shippers and spraying
crews to maintain an alert watch for
any signs of the dreaded fruit fly
into San Bernardino County.
"Secretary Hyde plans to spend
about $14,000,000 in completely de-
nuding of vegetation approximately
7,000,000 acres of land in central
Florida, known to harbor the terri-

ble insect pest. So serious is the
fight that Mr. Hyde' has revealed
that the vast Federal funds are only
expected to finance the 1929 cam-
paign, with a similar appropriation
to be sought next year."
Florida has expected something
bigger than this from California and
it remains with California to prove
herself as broad-minded and as help-
ful as Florida has assumed she would
be. Frank disapproval by Califor-
nians generally, or at least by the
growers of that State, would do
much toward remedying the harm
already done. Together, the two
States can accomplish much. Op-
posed, the progress of each neces-
sarily will be retarded. Florida does
not feel she is an outcast. She re-
sents the attitude of the Califorians.
But if we are to be knifed in the
back, then let the wielder of the
knife beware, for "we haven't yet
begun to fight."

State Plant Board

Adopts New Rules

For Moving Citrus

Industry Representatives At
Hearing Object to Basis
Of Past Conditions

The State Plant Board of Florida
had an official meeting in Tallahas-
see Monday, September 16, at which
time the revised rules and regula-
tions covering quarantine measures
governing the Mediterranean fruit
fly were formally presented and
adopted after full discussion.
Present at the meeting were va-
rious citrus shippers and growers,
also canning representatives and
others, and though these guests were
given the permission of the floor
they obviously were not given the
right to vote. However, protests
were filed against several different
features of the quarantine, especial-
ly that of the whole context indicat-
ing a condition as to trouble which
in the opinion of the shippers was
not based upon our present achieve-
ment. The position was taken that
in view of the wonderful progress
which has been made, infested areas
and the eradication areas should be
based not on what happened with
the past season's crop, but on what-
ever happens under our present con-
dition with our new season's crop.
Exception was taken to the per-
mission given for shipping infested
fruit under sterilized or processed
condition, as no Florida shippers or
growers desire to ship infested fruit.
Such fruit, it was emphasized,
should be destroyed, as well as any
fruit in the immediate neighborhood
of such infested fruit, so as to make
the shipment of the balance of the
crop safe not only for Florida but
for the rest of the United States.
Exception also was taken to the
definitions which included peppers,
tomatoes, lima and broad beans and
eggplants in the host class, as none
of these vegetables have been

known to show infestation while
growing in the fields in Florida.
The whole point of argument
seemed to center about the necessity
of recognizing our present condition
and basing our regulations upon our
present crop rather than the past
crop and conditions. As a result of
this, the board, although confirming
the regulations practically as origi-
nally outlined, offered at the same
time a resolution petitioning the De-
partment of Agriculture at Wash-
ington to permit the shipment of cit-
rus fruits from any part of Florida
in a natural unsterilized or unpro-
cessed state from any groves or ter-
ritories that do not show infestation
from this time on, and that such
fruit be permitted to be marketed
in any point of the United States
north of the northern line of Ten-
nessee and North Carolina, and
north and west from those lines.
The Plant Board, of course, cannot
make such a modification, but it did
take formal action requesting such
a modification from the Department
of Agriculture at Washington.
Charts showing the absence of
any fly records, together with the
amount of flies at the start, were
shown on the Hamlin grove, Orange
County, and Lake County as repre-
senting the most seriously infested
parts of Florida, indicating that
these portions of Florida are now by
actual records as free from trouble
(although they were formerly classi-
fied as Zone 1) as other parts of
Florida that formerly were classified
as Zones 2 and 3. It was argued
therefore that distinctions based on
trouble resulting in the handling of
the previous crop of citrus fruit
should be eliminated and all Florida
citrus fruit shipped with the same
freedom as that accorded to the for-
mer Zone 3 territory.
The Plant Board also was inform-
ed of a desire of many of the South-
ern States, particularly the six
Southern States close to Florida, to
secure Florida citrus fruits under
proper restrictions.
The eradication campaign itself,
it was claimed, would be given a
fresh start with a chance of making
the eradication complete with the
more rapid movement of the crop
which will be possible under the re-
lief frorfi restrictions asked for.
Canning companies pointed out
the necessity of changing the regu-
lation requiring fruit for canning
purposes to be loaded in boxes in-
stead of being loaded into cars in
bulk. It was explained that by load-
ing in bulk growers will find it pos-
sible to work direct with- the can-
ning factories on that type of fruit
which should be canned. This would
eliminate the low grade fruit from
the commercially packed product
and make a big saving to the grow-
ers as they would not have to haul
in such fruit to the packing houses
'and be forced to borrow or buy
boxes as will be the case if the pres-
ent regulation is carried out.
The Plant Board emphasized the
fact that they had been persistently
pleading before Washington for all
the points that had been brought up
(Continued on Page Five)

September 15, 1929


PTav 3



The Procession of Foreign Insect Pests
(By Professor GLENN W. HERRICK, Cornell University, writing in the
September issue of "Scientific Monthly")

The following is an excerpt from
an article on "The Procession of
Foreign Insect Pests" which de-
scribes graphically the ever-widen-
ing area being covered by several
pests now disturbing the agricul-
tural interests of the country. The
obvious fairness of the article, in its
reference to the Mediterranean
fruit fly, makes it of more than
passing interest to Florida at this
moment, and for that reason is re-
printed herewith in part for the
readers of the NEWS.
The excerpt from the article fol-
California has probably been the
most active State in the Union in
maintaining rigid quarantine meas-
ures against the introduction of for-
eign insect pests. Moreover, she has
probably obtained the greatest suc-
cess in excluding these unwelcome
guests not because her officials have
been wiser, more active or more ef-
ficient than the officials of other
States but rather because of her ad-
vantageous situation. California
constitutes a comparatively narrow
strip of land extending north and
south and bordered on the west by
a great water barrier and on the
east by an almost impassable land
barrier of desert and high moun-
tains. Such a situation constitutes
an ideal area for protection against
foreign insect foes because it is
feasible to guard rather effectively
the few points of entry into the
State, namely, the few seaports
along the Pacific coast and the few
passes through the desert and moun-
tains on the east. Even with these
advantages California has not alto-
gether escaped her foreign foes and
can not hope to remain untouched in
the future, although her invasions
will come more slowly but scarcely
the less surely.
The Mediterranean fruit fly has
emphasized the whole problem of
the invasion of our country by for-
eign-pests and has raised many puz-
zling questions concerning methods
of dealing with so serious a guest.
Any statements the writer may make
regarding this insect are made with
great hesitation, because we do not
have extensive knowledge of the
habits-and activities of the fly and
can only guess at its future beha-
vior in this country. Some phases,
however, of its activities as a pest of
fruits in Europe and in the Hawaiian
Islands have been described in some
detail by dependable observers.
In the Mediterranean countries in
which the fly is present the principal
citrus fruits are being produced ap-
parently in paying quantities. In
South Agrica the fly is not consid-
ered a serious pest of citrus fruits.
It is, however, very injurious to de-
ciduous fruits, particularly peaches
and apricots, but can apparently be
controlled on these fruits by using a
poison bait if the wild host fruits in
the vicinity are destroyed. In Ha-
waii the fly is a serious pest, partic-

ularly in villages, but the conditions
in those islands are peculiarly and
most favorably suited to the devel-
cpment and multiplication of the in-
sect. Comparable conditions are
scarcely to be found anywhere in
this country.
Again, the lemon is practically
immune to the attacks of the fly.
The orange is more subject to the
egg-laying of the fly but does not
appear to be seriously infested by
the maggots in the pulp if the fruits
are not allowed to remain on the
tree until they become over-ripe. In-
vestigators speak of the "wonderful
resistant power of the oranges to
fruit-fly attack." The sour orange
appears more susceptible than the
sweet ones. Grapefruit are also
"'particularly resistant to attack up
to the time when they are fit for
table use." These statements re-
garding lemons, oranges and grape-
fruit are founded on studies of the
fly made by careful investigators in
Hawaii where the conditions are
particularly favorable for the in-
On the other hand, the fly, under
some conditions at least, is a most
serious pest of other fruits, especial-
ly of peaches, plums, pears and ap-
ples when these fruits are grown in
warm or subtropical climates. Apro-
pos of this phase of the activities of
the fly the following quotation from
well-known entomologists who have
been in intimate contact with the
fly is of great interest.
At 500 F. little if any develop-
ment takes place, and freezing tem-
peratures can be withstood success-
fully only for short periods. Ac-
cumulated data indicate that the
Mediterranean fruit fly will not be-
come a serious pest in climates
where the mean temperature is be-
low 500 F., during periods covering
three months of the year.
In the light of this statement it is
importantt to examine the mean tem-
peratures of Georgia, the first great
peach-growing territory north of
Florida. A cursory examination of
the temperatures for the middle sec-
tion of Georgia including the peach-
growing area about Fort Valley
shows that the normal mean tem-
perature for December is about 450
F., for January about 440 F. and for
February about 450 F. Moreover,
the minimum temperatures for this
region during December, 1908, for
example, varied from 240 to 310 F.,
during January from 110 to 250 F.,
while during February they varied
from 150 to 230 F. Thus over most
of the middle section of Georgia the
normal mean temperature is well be-
low 500 F. and there seem to be
freezing temperatures at varying in-
tervals during at least three months
of the year. Judging from the mea-
ger data at hand it would appear
that the fly would be killed during
the winter in the middle and north-
ern parts of Georgia and in order to
infest the peach crop of any particu-

lar year would have to re-enter the
State from centers of infestation
farther south. It is pertinent to in-
quire whether the fly when subject
to extermination once a year in a
given region could ever become a
pest of prime importance in that
One more quotation from the in-
vestigators who were quoted above
is worthy of consideration. The
studies of these men in the Hawaiian
Islands lead them to make the fol-
lowing comment:
While Hawaiian conditions are
unfavorable to the use of poison
sprays, the work of the writers has
convinced them that these sprays
can be employed as successfully in
combating this pest in commercial
orchards of California and of the
Southern States, should they ever
become infested, as in Africa and
This is a most hopeful statement
and from my experience in combat-
ing the cherry and apple fruit.flies,
close relatives of the Mediterranean
fly, I believe it is a sane and rea-
sonable one.

New Portable

Plant to Solve

Cold Problem

Recent rulings of the Department
of Agriculture requiring pre-cooling
of Florida fruits and vegetables be-
fore shipment seemingly presented a
severe handicap to the packer and
shipper of perishables at the numer-
ous small loading points along rail-
roads where pre-cooling facilities
were not yet available.
A practical solution to the prob-
lem, however, is presented by the
Bureau of Plant Industry in the
timely announcement of the success-
ful development of a portable pre-
cooling unit which may be installed
at sniall cost and operated at any
point where ordinary electric cur-
rent, 110 or 220 volts, 60 cycle, is
available. .. .
With the view of putting pre-cool-
ing within the financial reach of the
small shipper, the Government has
designed this unique equipment
which may be installed at a total
cost of less than $250.
The apparatus is simple and very
easy to handle, consisting of motors
and blowers, each unit weighing
only 85 pounds. The principle on
which it operates is to reverse the
natural air circulation in an iced
and loaded refrigerator car, pulling
the air into the bunkers through the
bottom bunker openings, up through
the ice and out into the body of the
car at the top of the load.
Test shipments have been made
with strawberries, peaches and other
highly perishable crops with amaz-
ing results. It has been shown that
in the sale of a car of produce so
treated returns realized above the
amount brought by comparable non-
pre-cooled car lots was sufficient to
practically pay for the equipment.

Farm Board's Head

Prefers Kitchen to

"Fried Shirt" Meal

Adhering to the social rules he
knew as a cowpuncher, Alexander
Legge, chairman of the Federal
Farm Board, has decided where he
ought to sit at the grand social fetes
in Washington, a problem which has
perplexed capital hostesses ever
since the Gann controversy.
Legge, who gave up a $100,000 a
year position to serve his govern-
ment in a position not so high social-
ly, as the one he held, has decided-
that he will not demand a seat at
the head of the table. That is too
much to ask, he believes. Neither
will he allow himself to be seated at
the foot of the table, where his posi-
tion rates .him. .
Instead, the chairman of the Farm
Board, will demand standing room
only in the kitchen. Then, if the
hostesses felt the soup course is be-
ing delayed because of the crowded
kitchen, he will be satisfied to wait
for a second table.
Emerging from a meeting of farm
leaders, Legge, in shirt sleeves, com-
mented that when it comes to so-
ciety "I'm a dud."
"What a predicament for an ex-
cowpuncher to be in," the long, lean
farm leader said.
Then he explained how he had
settled, at least in his own mind, the
question whether he should sit be-
fore or behind the 12th assistant
secretary of state.
"One day my stenographer asked
me what she should say to some of
the Washington ladies who had
started asking my family history
about the first day I took my new
position. I told her I'd talk for my-
self and pretty soon I got a chance,
when some young social secretary
phoned to say he didn't want to
make and mistake about my social
S."My irst" clihm; t'- -oa'ny'piiroi-
nence, I told the fellow, was robbing
Wells Fargo stage coaches. When
they went out I took up train rob-,
"Since I've been in Chicago, I
signed up with Al Capone, so you
can put me down wherever this
rates me."
"The fellow had hung up before
I finished," Legge laughed.
"We farmers are busy and we
don't hanker after any social func-
tioning. I've read the agricultural
marketing act through 20 times or
more and I don't find any require-
ment that we farmers have social
"We don't want to go to any
select dinners, but if we have to,
and have to put on fried shirts and
such, then all I want to say is this:
"We respectfully ask that we be
given places in the kitchen, and as
I said before, if that intereferes, we
want to wait for second table." -


September 15, 1929

Paen A


of affairs at Washington and with
the State Plant Board and others in-
dicate the necessity of preparing
for the worst. Modifications if they
come will be much later. My own
Guess is that it will be November be-
fore much greater latitude may be
hoped for. Dr. Marlatt and others
insist that the sterilization program
be tried and if after thorough trial
it proves impractical they will not
insist upon it. Some other solution
will be recommended.
couragement was given from Wash-
ington as to any relieving of the
embargo upon the Southern States.
California through Hecke and
through publicity in the papers is
openly fighting any -change-in-the
embargo situation. On the other
hand our own personal representa-
tives who are traveling Georgia,
North and South Carolina, Alabama,
Tennessee and Mississippi are mak-
ing very favorable reports which in-
dicate far less opposition in these
Southern States than we have been
led to believe and we are greatly in
hopes that these six States may
bring such pressure to bear as to
permit the shipment of fruits to
them during the months of Decem-
ber, January and February and pos-
sibly November. It looks, however,
as if any fruit shipped into these
States would have to be sterilized in
order to conform with the attitude
of mind expressed to our represen-
are giving you herewith an im-
portant re-print from the Scientific
Monthly of September by an emi-
nent professor of Entomology in
Cornell University. The latter part
of his article is particularly inter-
esting and apropos of our problem.
This article is being distributed
through the Southern States and
Under our sterilization program and
our limited marketing areas per-
mitted and with the limited facili-
ties for sterilization and the danger
of decay, spotting and freezing from
such process, it seems obvious that
all of Zone 2 fruit should move into
the eleven northeastern States or
the former Zone 2 marketing areas.
This fruit can be moved into these
States unprocessed. Zone 3 fruit
can move into the balance of the
United States with the exception of:
the present embargoed States and
should move into the balance of the
United States instead of the Zone 2
territory. Zone 1 fruit sterilized can
move into either Zone 3 or Zone 2
marketing areas. It cannot be ship-
ped unless sterilized.
So far we have given practically all
of our time and effort to our quar-
antine problem and its many ramifi-
cations but shipments are already

started and we will soon be com-
pelled to get into the normal re-
sponsibilities of our Clearing House
and will be establishing as soon as
possible the routine that will be nec-
essary to automatically inform all
members and have all members in-
form the Clearing House of what is
going on.

Going over casually instructions
which have been issued to Federal
inspectorss who will be administering
;he quarantine regulations as issued
by*Charles M. Hunt of Orlando on
September 4th, we brief our under-
standing of them as follows:
NIGHT: No: host-fruits will be al-
lowed to accumulate over night in
washer, dryer or other parts of the
machinery where handled. (This ap-
parently calls for cleaning out the
bins as well as washer and dryer).
galvanized pails must be used for
odd culls occurring in any part of
:he packing house. Loose culls out-
side the packing house within 250
feet of the packing house must be
gathered daily.
Culls handled in commercial quan-
tity or the general cull bin must
ilso be daily cleaned out and buried
with either a layer of lime or oil
poured thereon and an additional
three feet of soil. The .cull recepta-
:le into which the fruit is moved by
elevator or runway or otherwise
must be closed by screen or some
father enclosure except while in the
actual process of removing the culls
for the purpose of hauling out for
CANNING FRUITS. Citrus fruit
intended for canning purposes must
be moved within 24 hours unless it
is held in a closed coloring room or
a room securely screened.
Unpacked host fruits and vegetables
shall not remain in the packing
house for a period of longer than 48
hours prior to the time of starting
disposal thereof. (By this we as-
sume that coloring, sterilization,
packing or any other feature of
handling is interpreted as a "dis-
posal.") All such host fruits and
vegetables during the 48-hour time
limit must be screened or stored in
a coloring room or kept well covered
with tarpaulin.
fruits before moved into the pack-
ing- house must be inspected in the
grove and its identity maintained.
Each box of fruit when packed must
have the sticker attached to the box
showing the master number of the
certificate which is applied to the
bill of lading.
THE ABOVE. The above instruc-
tions have not been issued to ship-
pers so far as we know but only to

Results From Washington Conference
Clearing House Bulletin, Issued Sept. 14th.

inspectors who will be handling
packing house operations. They are
certainly severe instructions and
would indicate on the face of it that
we were handling a dangerous and
badly infested product instead of a
product which field inspection indi-
cated is free from trouble. Just how
it will be possible in the practical
affairs of the packing house in load-
ing mixed cars or in assorting for
sizes to carry out the instructions
under the heading, "Host Fruits and
Vegetables Kept in Packing House,"
is something that we cannot figure
out, that is, how you can keep the
fruit during its movement in the
packing house either screened or
stored in coloring room or under
tarpaulin without great expense and
inconvenience. The regulation does
rot permit any latitude. It must be
so protected except when actually
moving in the process of packing,
yet some of the bins from which the
packer may not want to draw cer-
tain size may remain uncovered all
day.- This and other features appear
rather illogical.
General Manager.

(Continued from Page Three)
and that they had gone as far as
they could. They declared further
that it wasn't their place nor the
place of the industry to make de-
mands, as the Federal Department
is responsible for the restrictions
which the State must carry out in
accordance with the necessary rela-
tions existing between the State
Plant Board and the Federal De-
The new regulations have modi-
fied some of the definitions of the
eradication areas in Polk, Hillsbor-
ough and other counties, and should
be examined by all interested.
Under these regulations bait
spraying on the part of growers is
required, as is also the cleaning up
of all drops and wind-falls twice a
week. Non-commercial host-bearing
properties, especially those aban-
doned or uncared for properties
bearing citrus or other host fruits
are declared to be a public nuisance
and all such trees shall be destroyed
as promptly as possible. If after due
notice is served on the owner or his
agent or by notice in the nearest
postoffice and the owner still does
not comply with the order, the reg-
ulations empower the Board to re-
move and destroy the trees and
plants with respect to which the no-
tice has been served.
All citrus fruits must be shipped
under Federal permits or certifi-
cates, every box displaying a certifi-
cate bearing the same number as
will be shown on the master certifi-
cate which accompanies the way-bill
or bill-of-lading. It was urged by
the shippers present that these cer-
tificates be some color other than
red (which denotes danger) or yel-
low (which denotes smallpox). A
request was made that the certifi-
cate be white or some color equally

insignificant. It was stated that this
again would have to be taken up
with Washington.
Attention was called to the fact
that no official notice covering steri-
lization process itself has yet been
issued. This again, it was explained,
was something that is not within the
power of the Plant Board and they
are without any official information
covering this matter.

Union Terminal and


Latter Heads Sales

Another and important consolida-
tion among shipper members of the
Clearing House was announced
early this month by the W. H. Mous-
er and Tampa Union Terminal com-
panies, these two organizations per-
fecting a merger close on the heels
of the initial movement of the sea-
son when the International Fruit
Corporation joined the Florida Cit-
rus Exchange last month.
In the Terminal-Mouser consoli-
dation, Mr. Mouser will head the
sales division of the enlarged organ-
ization, bringing with him to the
new post experience of many years
standing in the fruit business. The
Tampa Union Terminal Company
only recently became affiliated with
the Clearing House, last season, like
that for the Association, being the
first year of operation of the com-
pany. Officials of the combined com-
panies estimate they will handle 1,-
000,000 boxes of fruit this coming
season. A large portion of this vol-
ume probably will be shipped by
water, as this phase of fruit market-
ing is an extensive one for the Tam-
pa concern.
Mr. Mouser, in speaking of the
consolidation, spoke highly of .the
Tampa Union Terminal Company,
declaring that he long has felt that
the organization's part in the citrus
industry will be of tremendous help
in ironing out some of the difficul-
ties now existing. "The facilities
offered by the Tampa Union Termi-
nal Company for handling of cit-
rus," Mr. Mouser said, "are excep-
tionally efficient and the plant's
huge storage and pre-cooling depart-
ment will prove of unusual help this
season in meeting Fjederal require-
ments as to fruit processing."
Mr. Clyde Perry, president of the
Terminal Company, said that the-
merger had been worked out only
after prolonged and serious consid-
eration. "We feel we have been
very fortunate," he said, "in making
the connection with Mr. Mouser.
His ability as a sales director and
his reputation for integrity is as-
surance to growers that their fruit
will be marketed favorably, prompt-
ly and honestly."


September 15, 1929

Pnae 5

Pare 6 FLORIDA CLEARING HOUSE NEWS September 15, 1929

This Is How the Mediterranean Fruit Fly Is Disappearing

Orlando To Be Scene

Of Annual Exposition

The Central Florida Exposition,
the oldest fair in Florida, will be
held at Exposition Park, Orlando,

February 18-22, it was announced
early this month.
President Raymer F. Maguire of
Orlando, has announced that Karl
Lehmann, secretary of the Orange
County Chamber of Commerce, will
again serve as the secretary mana-
ger of this event. Plans have been

completed for many new and novel
Arrangements are being made for
exhibits from the United States De-
partment of Agriculture, the United
States Department of Commerce,
the American Forestry Association
as well as from some of the leading

institutions of Florida.
Many counties have already en-
gaged space for their exhibits, press
reports reveal, and more than a
dozen cities and communities of Or-
ange County will have exhibits in
addition to scores of interesting
commercial exhibits.


September 15, 1929

Page 6

September 15, 1929 FLORIDA CLEARING HOUSE NEWS Page 7

Fly Traps Indicate

Eradication Work Is

SProving Effectivie

Decrease in the Mediterranean
fruit fly population in Florida, which
during August reached the zero
point as far as the thousands of fly
traps in use are concerned, is prov-
l ing highly gratifying to the ento-
mologists upon whose shoulders has
fallen the burden of eradicating the
The charts on the opposite page
illustrate graphically the decrease in
the flies and are, as a matter of fact,
excellent measures of the eradica-
tion progress. Use of the -bait spray,
rather than the fly traps, is of course
the real factor in the eradication
work, but both the spray and the
traps have been in use since late
The period .represented by the
charts shown on the opposite page,
extends by weeks, from April 23rd
(17 days after the fly was discover-
ed) until September 8th. It is ap-
parent that the number of traps in
use reflect rather accurately the
number of flies killed by the bait
spray-the number of traps being
increased as the summer waned,
while the number of flies caught in
the traps decreased perceptibly. In
Orange County during the week of
April 29th, 79 flies were caught with
only 24 traps in use. The following
week 341 traps were placed at
strategic points and the number of
flies captured was only 134. This
means that while 14 times as many
traps were in use, less than twice as
many flies had been caught. Since
July 1st, more than 1,000 traps have
been in use in Orange County and
since July 15th, NO FLIES HAVE
In speaking of the effectiveness of
the fly traps, Dr. A. C. Baker, prin-
cipal entomologist of the Bureau of
Entomology, in charge of the re-
search work at the Orlando labora-
tories, issues a warning against a
feeiingof -uisii aranted sedurityr-Re.
ferring to the graphs, Dr. Baker
said, "From an examination of these
curves, it will be observed that the
number of flies captured per week,
has been reduced until no flies have
been recovered during a consider-
able period. This is undoubtedly a
very gratifying situation. At pres-
ent we have out a total of 6,774
"I should point out, however, that
these trap curves may give a feeling
of security which is unwarranted. -It
should be borne in mind that the at-
tractant used in these traps brings
only the males to them. We have
been unable so far to develop a ma-
terial which will attract the females.
'It is true that the two sexes appear
in nature in about equal numbers,
and we assume that if the males are
poisoned by the spray, the females
will be also poisoned, since experi-
mentally we found the spray equally
toxic to both sexes. It may he, how-
ever, that there is some feature

Adams Packing Co._-Auburndale
Alexander & Baird__ Beresford
American Fruit Growers--_Orlando
Armstrong, F. C..---P Palmetto
Bilgore, David, Co.__ Clearwater
Blake, Ellis G.. --Lake Helen
Burch, R. W., Inc.___ Plant City
Cartlege, W. C.__ Crescent City
Chase & Co._ -- ------------Sanford
DeLand Packing Co.--- DeLand
Emca Fruit Co .-- Crescent City
Fellsmere Growers, Inc._Fellsmere
Fields, S. A. & Co. Leesburg
Flesch Bros.__ Auburndale
Florida Citrus Exchange__. Tampa
Florida Mixed Car Co._Plant City
Florida United Growers, Inc.
W_______-Winter Haven
Fosgate, Chester C., Co.. Orlando
Ft. Meade Packing Co..Ft. Meade
Gentile Brothers .. --..... Orlando
Herlong, A. S. & Co .-- Leesburg
Holly Hill Fruit Products, Inc.
Indian River Fruit Growers
International Fruit Corp._Orlando
Johnson, W. A. ._Ft. Ogden
Keen, J. W. --Frostproof
Keene, R. D., & Co. Eustis
Lakeland Co., The akeland
Lake Wales Fruit Packers, Inc.
Lake Wales

Lamons, D. H.------_--- Ft. Myers
Lee, J. C.. .---..- e Leesburg
Lovelace Packing Co. Winter Haven
Lyle, J. P.____ -San Mateo
Mammoth Groves, Inc.-Lake Wales
Maxcy, Gregg, Co. .. Sebring
Maxcy, L., Inc. Frostproof
Milne-O'Berry Packing Co.,
-____ St. Petersburg
Mitchell, J. M. .-----Elfers
Mouser, W. H. & Co.__. Orlando
Okahumpka Packing Co.
____-- -- Okahumpka
Orange Belt Packing Co. ..Eustis
Pinellas Fruit Co.--St. Petersburg
Richardson-Marsh Corp._Orlando
Roberts Bros. Co., Inc.- .Avon Park
Roe, Wm. G. -__.-- -Winter Haven
Roper, B. H.__ Winter Garden
Stetson, John B., Estate of
S____ ___DeLand
St. Johns Fruit Co.........-- Seville
Stone, Forrest B._____ Maitland
Sunny South Packing Co.__Arcadia
Symonds, A. D. & Son .....--Orlando
Taylor, C. H... -Wauchula
Ufco Packing Co_ --_. Ft. Pierce
Llmer, H. D .----___------Clearwater
Valrico Growers, Inc.___-Valrico
Welles Fruit Co._ -__. Arcadia
W. Frostproof Packing &
Canning Co.___.W. Frostproof
White City Fruit Co.-- White City

about the life of the female which
differs from that of the male, and
which we have yet been unable to
discover. Moreover, it is common
among insects for females to live
longer than males. It must be re-
membered also that the number of
traps out is very small for the total
area, since these traps do not draw
the insects for any distance.
"Points of this kind must be taken
into consideration in interpreting
these trap curves. The most that
can be said with any assurance is
that using the males as an index, the
fly population has been very much
reduced and the situation is gratify-
ing and hopeful."

(Continued from Page One)
reputation among government,
banking, transportation, industrial,
commercial and publishing interests.
One of the features of the Ayer
organization is length of service for
a great number of their clients. Two
of their clients have been served
continuously for more than 50
This agency has had a wide ex-
perience in food advertising, hand-
ling the problems of both associa-
tions and individual manufacturers.
Of the twelve associations for whom
this agency works, eight deal in food
commodities such as coffee, olives,
prunes, pears, apples, cheese and
Several Food Clients
Among the food products or the
food manufacturers, some of whom
have been served for more than 25

Shipper-Members of Association

years, were mentioned the Ameri-
can Sugar Refining Co., W. K. Kel-
logg Co., Canada Dry Ginger Ale,
Armour & Co., Blue Label Catsup,
International Salt, Crosse & Black-
well Preserves, Western Biscuits,
Price Flavoring Extracts, Sheffield
Farms, Hills Bros. Coffee, Campfire
Marshmallows, Cary Maple Syrup,
Tetley Teas and Hershey Chocolate.
Some of the other nationally-
known products or advertisers rep-
resented by Ayer are: Aetna Life
Insurance Co., P. H. Hanes Knitting
Co., Eveready Flashlight, National
Cash Register, Ford Motor Co.,
American Telephone and Telegraph
Co., Caterpillar Tractor, Fostaria
Glassware, Camel Cigarettes, Prince
Albert Smoking Tobacco, Cannon
Towels and Stetson Hats.
In "order to make advertising pay
the advertiser" the Ayer agency in-
sists on working as a part of the
client's organization, performing
two functions: First, that of adver-
tising counsel, and second that of
advertising agent. As advertising
counsel a thorough study is made of
the business both from within and
without and ultimately the Merchan-
dising Department, peopled by men,
who have had a wide food experi-
ence, arrive at a clear statement of
the merchandising and advertising
The Plans Department in conjunc-
tion with Copy, Art, Publicity and
Broadcasting departments deter-
mine upon the ideal solution of the
problem regardless of whether the
client has much or little money
Plan Is Prepared
The findings of these various de-
partments, after review by the

senior members of the organization
who constitute a standing Service
Committee on the account, are then
prepared in the form of a plan sup-
ported by statistical analysis, maps,
charts, etc. and include definite
recommendations supported by sche-
dules, estimates and other explana-
tory matter. It is only after certain
decisions have been reached be-
tween a client and the agency that
specific expenditures are considered
and later undertaken. Up to this
point there are obviously no fees or
obligations incurred by the client as
this work is felt to be definitely a
part of the preliminary work of N.
W. Ayer & Son, Inc.
It was pointed out by Mr. Carson
that N. W. Ayer & Son, Inc., are
not primarily concerned with how
much the Clearing House will have
to spend this year or in any future
year; that the purpose of advertis-
ing is to increase consumption and
to establish firmer and ready mar-
kets and that, as Ayer look on such
matters, the future development is
not one of arriving at a point when
five hundred thousand dollars, for
example, could be spent yearly in
advertising but to develop an adver-
tising program which, at the least
possible cost, will assist in disposing
of the entire crop at most favorable
prices to all concerned.
Study Publicity Opportunities
Publicity is a separate and dis-
tinct activity from display advertis-
ing. Ayer maintains a Publicity De-
partment in Philadelphia with a
branch in New York. It is custom-
ary for the Publicity Department to
make a survey of the business to de-
termine whether or not there is pub-
licity opportunity and thereafter to
prepare a publicity plan which indi-
cates what, in Ayer's opinion, can
be accomplished through consistent
news and feature publicity. Ayer's
experience in overcoming a fear of
green olives during the ripe olive
poisoning scare in 1924; over a
period of years in restoring the con-
fidence of the American people in
coffee as a beverage as against cof-
fee substitutes; the work done in
lifting the prune out of the staple
class where it had become so-enom-
mon an item in the grocery store
that it was being overlooked by the
consumer, and the work done on
rice, sugar and many industrial pro-
ducts shows clearly that there is
here a tremendously important force
which can be employed to the great
advantage of Florida citrus growers.
Mr. Carson pointed out that Mr.
Wallace and he had arrived to go to
work and were remaining in Winter
Haven until decision had been

Representative Wood, Indiana Re-
publican, has had the nerve to ob-
ject to remuneration for Florida
grove owners who are the victims of
the fruit fly. Considering that this
commonwealth has sacrificed untold
millions to protect other sections of
the nation, his point is very poorly
taken.-Palatka News.


September 15, 1929


Page 7


SEPTEMBER 15, 1929
Published Semi-monthly by the FLORIDA CITRUS
DeWitt Taylor Bldg., Winter Haven, Florida.
Entered as second-class matter August 31, 1928, at
the postoffice at Winter Haven, Fla., under the Act of
March 3, 1879.


. Ft. Ogden
Winter Garden
Winter Haven
Mt. Dora
Winter Haven

Vice President
rtnpranl Manager




Per Year: $2.00 Single Copies: 10c

Florida Defeats
the Fruit Fly
Fortunately for the great citrus industry of
Florida, the much advertised Mediterranean
fruit fly, that made its heralded appearance
in April of the present year, utterly failed in
June and July to avail itself of the most favor-
able conditions for breeding and multiplying.
On the contrary, it became so scarce that in
Orange County, where it was first discovered,
the most skilful eradicators-naturally aided
by the whole population-did not succeed in
finding a single specimen of the pest from the
middle of June into the opening week of Au-
gust, beyond which date our information does
not extend as this paragraph is written. An-
other great citrus fruit area, Seminole Coun-
ty, which adjoins Orange, was similarly free
from all traces of the fruit fly. The fear that
this pest would spread throughout the South,
attacking vegetables as well as citrus fruit, is
- now proved to be wholly unfounded. The
people of Florida are wise in determining to
take no chances; and they will not abandon
the vigilant efforts that have been set on foot
to prevent the spread of the fruit fly in future
seasons. Meanwhile, nothing could be fur-
ther from the truth than the fantastic notion
that the Florida fruit industry is in dire peril.
The people of the United States have a grow-
ing appetite for oranges, grapefruit, and
other healthful and delicious products of
FlIrida, California, and our southern coastal
belt. With the improved marketing condi-
tions that are now to be provided, through
private as well as public agencies, the pros-
pects are better than ever before for the fruit-
grower who does not allow false alarms to
discourage him.

Helping Florida Fruit Growers
On August 8 the Farm Board announced
the making of its first loan. It appropriated
the modest sum of $300,000, to be adminis-
tered by the Florida Citrus Growers Ex-


change. This money, it was officially stated,
will be used immediately to equip certain cit-
rus packing plants in Florida with heating
and pre-cooling facilities to enable the grow-
ers to meet government regulations in con-
trolling the Mediterranean fruit fly and thus
to get their crop of this year into the market.
The Florida producers of oranges and grape-
fruit had within the past year or two been
making rapid progress in the standardizing
of their products and in the management of
their marketing. Under advice of the Farm
Board they are now perfecting their co-oper-
ative system, and they are promised further
loans as may be needed. We are glad to be
able to assure our readers that the prompt
support given to Florida by the Farm Board
is not due to any overwhelming catastrophe.
It is in the nature of the proverbial "stitch in
time." We have had enough of experience
of pests-beetles and gypsy moths destroying
trees in the East, the corn borer in the West,
the boll weevil in the cotton fields-to know
how important it is to begin eradication with
the utmost promptness.-Review of Reviews.

Fruit Frost Service
Justifies Its Cost
A special fruit frost service is maintained
in several counties of California by meteorol-
ogist of the Weather Bureau of the United
States Department of Agriculture. Former-
ly the county agents obtained necessary infor-
mation from the nearest weather stations and
distributed it in their counties, but a better
arrangement was made, whereby through
funds supplied in part by the counties inter-
ested in receiving the service trained meteor-
ologists make the observations and issue frost
warnings. The Weather Bureau pays the
salary of each man assigned, provides the
equipment, and bears the considerable ex-
pense of telegraphic communications outside
the counties. The latter pay current operat-
ing expenses.
This plan makes possible a localized frost-
warning service with adequate distribution
among' the growers; an accurate and impar-
tial temperature survey of the chief fruit-
growing areas; and a personal advisory serv-
ice for the growers on orchard-heating prob-
lems. Wherever the service has been started
the growers request its continuation from
year to year.
It happened that during the first three years
of the service in Stanislaus County, not one
really damaging frost occurred. There was
a drawback in this apparent blessing, for the
fruit frost service was unable to accumulate
sufficient data for study and comparison.
However, the spring of 1929 was one of the
coldest on record, with a series of damaging
frosts that took tremendous toll of nearly all
varieties of fruit in the district. Nevertheless
no damaging frosts occurred during this
period without issuance of warnings to the
growers sufficient to enable them to make
needful preparations for the night. Those
who were prepared to use oil orchard heaters
could get them started at short notice and
keep the damage down to a minimum..Grow-
ers regard the service as indispensable.

Geea Manager

Pare 8


September 15, 1929

Diversion of Fruit-
Shipments in Dixie

States Is Permitted

Permission for the diversion of
fruit shipments from the usual di-
version points in the Southern
States now embargoed against Flor-
ida citrus, has been granted by the
United States Department of Agri-
culture. The waybills of all cars
consigned to diversion points in the
embargoed States, must bear a no-
tation showing that they are to be
diverted to destinations north of the
embargoed States.
The ruling issued by the Depart-
ment covering diversions, reads as
"Administrative Instructions.
"Diversion of Florida Products at
Southern Points.
"Except as to unsterilized fruit
produced in eradication areas the
destination limitations for car lot
shipments prescribed for Florida
host fruits and vegetables in the
Mediterranean fruit fly quarantine
regulations will be interpreted to al-
low the movement under the condi-
tions prescribed in the regulations
and to areas therein designated of
such articles from Florida via the
usual diversion points in the States
of Alabama, Georgia, Mississippi,
North Carolina, South Carolina and
Tennessee for immediate diversions
at such points to any point in the
destination areas authorized in the
quarantine regulations provided,
that the waybills of all cars consign-
ed to diversion points in the States
named shall bear a notation reading
as follows:
Chief Plant Quarantine and Con-
trol Administration.

32 Cars of Citrus

Moved Under Rules

Of Fly Quarantine

Belief that full movement of the
State's citrus crop will be handled
in a manner satisfactory to growers,
shippers and the government, under
the Mediterranean fruit fly quaran-
tine inspection and permit system,
was expressed recently by officials
of the plant quarantine and control
administration of the United States
Department of Agriculture.
The officials gauged their belief
on the first shipments of the 1929-
30 crop, made recently.
Fly eradication headquarters re-
ported a total of 32 carloads of
grapefruit moving during the first
week of this month to open the cit-
rus shipping season under the in-
spection plan. Of these 17 carloads
were shipped from Manatee County,
14 from Dade County and one from
Lee County. The shipments came
from six packing houses.

University of Florida Home Page
© 2004 - 2010 University of Florida George A. Smathers Libraries.
All rights reserved.

Acceptable Use, Copyright, and Disclaimer Statement
Last updated October 10, 2010 - - mvs