Title: Florida clearing house news ..
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Permanent Link: http://ufdc.ufl.edu/UF00086639/00049
 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: October 10, 1930
Frequency: semimonthly (irregular)
 Subjects
Subject: Citrus fruits -- Periodicals   ( lcsh )
Genre: periodical   ( marcgt )
 Notes
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: VID00049
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
L/.. Arit. Econ.,


tSh Dept. of Ari g.

rf t. :-* -. ....'"' "" "


FLORIDA


Sec. 485%, P. L. & R.
U. S. Postage
1c. Paid
Winter Haven, Fla.
.-rermit No. 11


CLEARING


HOUSE


I Representing more than 1
-'- Growers of Oranges and Grap


10 Cents a Copy
$2.00 a Year

I Oncouragement For

SExport Business Is



rLower Rate From Tampa to
SEngland Sought-Imports
of Green Fruit Watched

A request that the United States
Shiiping Board institute refrigera-
tor ship service from Tampa to the
United Kingdom so as to stimulate
oFlorida's citrus export business; a
move to have the government halt
the importation of immature citrus
fruit, and a decision to co-operate
with the Department of Agriculture
in its research work on the coloring
of fruit were among the most im-
t portant items of business transact-
4ed by the Clearing House Board of
Directors at its meeting in Winter
Haven, Oct. 3.
Discussion of the export question
was led by James T. Swann, Tampa,
[i-ho explained some of the techni-
cal problems involved in the matter
of adequate supplies, equipment,
'rates and existing sailing schedules.
The, present rate for citrus export
from. Tampa to London and Liver-
ttool is $1.15, and the rate desired
4 i 4.00. The point also was brought
atepprimately-w8% -of
Florida's citrus acreage lies within
Sa radius of 100 miles of the Tampa
port.
S Government Petitioned
Formal action in the matter was
Shaken with a passage of the follow-
0jing resolution requesting considera-
Stion by the United States Shipping
Board and the Merchant Fleet Cor-
poration:
WHEREAS, according to crop es-
limates there is one of the largest
*ops of citrus fruit on the trees
ever known in the history of the
State of Florida;
WHEREAS, the annual produc-
tion of citrus fruits appears to be
steadily and rapidly increasing;
w WHEREAS, the annual produc-
tion of citrus has reached such a
magnitude that it is becoming a
serious problem to market the same
profitably within our domestic mar-
kets, especially when the increasing
competition of other citrus states is
taken into consideration;.
WHEREAS, it is vitally important


0,000
fruitt
ORIDA


NEWS


Official Publication of the
FLORIDA CITRUS GROWERS
CLEARING HOUSE ASSOCIATION


VoluOCTOBERe 10, 1930be
OCTOBER 10, 1930 Number 1


Finishes His Work


chairman of the
Federal Fruit Fly
B-o a r d, who has
been in charge of
the e r a d i cation
campaign since the
first of the year,
severs his connec-
tion in the work
Oct. 15, it was an-
nounced early this
month. Mr. O'Kane
had been loaned
the government by
t h e University of
N e w Hampshire,
but his duties as
state entomologist
make it necessary
for him to return
:to his permanent
:post. Mr. O'Kane
w ill 1 be succeeded
by Paul A. Hoi-
dale, who conduct-
ed t he campaign
against t h e Mexi-
can fruit-fly in
Texas.
The retiring i g
chairman of the
Federal Fly Board j-t- /.t
difficult task dur-
ing his stay in Flor- t. A-
ida, and the fact C. ...
that his- departure
from the state is marked by regret Board of Directors and Operating
from leaders in the citrus industry is Committee recently expressed their
self-evident proof that the New appreciation to Mr. O'Kane for his
Hampshire entomologist handled his work in the fly campaign. At the
job well. Leaders in the citrus in- general meeting of Clearing House
dustry showed a sympathetic feeling shippers held in Winter Haven, Oct.
toward Mr. O'Kane during his time 3, at which Mr. O'Kane was a guest,
in Florida for it was realized gener- President Alfred M. Tilden, on be-
ally that one of his most difficult half of Clearing House officers and
problems was that of trying to ad- members, presented the entomolo-
just the practical phases of citrus gist with a beautiful watch "to re-
marketing problems to the technical place the one Mr. O'Kane used in
problems evolved in the eradication smashing the last fly!" Mr. O'Kane,
work. frankly pleased with the gift as well
Members of the Clearing House as its significance, expressed his ap-


to relieve this situation that all pos-
sible foreign markets be encouraged
and developed by .exports of citrus,
particularly grapefruit, direct from
the ports of florida at reasonable
ocean rates;
(Continued oi Pge Four)'


preciation in a short talk in which
he reviewed the work of the Fed-
eral Fruit Fly Board. He paid a
tribute to those who had assisted
him and to his successor, Dr. Hoi-
dale, concluding his talk with the
promise to return to Florida' some
time hence for a final official visit.'


Shippers Outline

Plans For Season

;- Il Dixie ibrjkfsb-.
a
Policies Governing i
of Shipments Discuissed at
General Meeting '

When the southern -states are
opened to receive Florida citrus
fruit, the morning of .Oct. 15, the
day will find shipper-members of
the Clearing House well prepared
to handle their output efficiently.
Details of how the southern markets
are to be handled when the official
season opens were worked out at
the season's first general meeting of
Clearing House shippers in Winter
Haven, Oct. 3. Some sixty Clearing
House shipper-members or repre-
sentatives (together with several
members of the Clearing House
Board of Directors who had met
during the afternoon of the same
day) attended the meeting. Chair-
man W. H. Mouser of the Operating
Committee presided.
President Reports On Trip
To open the meeting President
Alfred M. Tilden of the Clearing
House was called upon first and ask-
,d .to reportion his recent trip to'_
Washington. He told of having-had
several conferences with officials of
the Department of Agricultureaiid'
Florida State Plant Board-members-
in regard to the opening of'.t i'"
south. (President Tilden was in
Washington prior to the announce-
ment by Secretary Hyde that thle
sterilization regulations would be
modified). President Tilden express-
ed the opinion that the bait spray
work which was organized and di-
rected by the Clearing House dur-
ing the past summer had been a big
factor in securing the release of
the southern states. He commended
the work of W. C. O'Kane, chair-
man of the Federal Fruit Fly Board,
Dr. Wilmon Newell, and others for
the fight which they made for modi-
fications. President Tilden also toid_-
of having assured Lee A. Strong, in
charge of the Plant Control and
Quarantine: Administration, that if
the southern states were opened-to
unprocessed fruit that Florida grow-
ers and. shippers would be.only too
(Continued o PageFoir.): ::;






FLORIDA CLEARING ^S HOUSE NEWS


Weekly Citrus Summary

(By A. M. Pratt, Manager, Florida Citrus Growers Clearing
House Association)
(Week Ending Oct. 4, 1930)
WEEKLY INDEX ANALYSIS


Florida Oranges Shipped...............-
Total.............................
Florida Grapefruit Shipped............
Total.---...... ........----------
Florida Tangerines Shipped............
Total........................... ..........
Florida Mixed Shipped...................-
Total.. .......... .............
California Oranges Shipped............


Florida Oranges Auctioned............
Average ............................--------------.-----........
Florida Grapefruit Auctioned........
S.. Average .........-......-.......
.-:fLjdai Tatiagmies Auctioned ....
Average .......... ..............
California Oranges Auctioned........
Average ............................


Week
Ending
Oct. 4
3
3
283
1218

8
9
543


187
$3.35

301
$8.00


Week
Ending
Sept. 27
5
8
374
935



570


1
$2.60
125
$3.65

296
$7.55


Week
Ending
Oct. 4, 1929
4
4
379
886

4
5
1349


1
$2.15
72
$5.61

359
$4.69


FIRST FIVE DAYS' SHIPMENTS AND SALES
Oranees No. 1 Oranres No. 2
Week Ending Shipped Sold Avg. Shipped Sold Avg.
Sept. 27 ................ -- - $-- 3 3 $2.76
100%
Oct. 4.................... 2 2 $3.75 1 $2.50
100% -
+2 +2 -3 -2 -26c

Grapefruit No. Is Grapefruit No. 2s
Week Ending Shipped Sold Avg. Shipped Sold Avg.
Sept. 27................ 140 56 $3.02 118 33 $2.65
40% 28%
Oct. 4 ................... 87 62 $2.75 66 61 $2.18
71% 92%
-53 + 6 -27c -52 +28 47c

PREVIOUS COMPARATIVE SHIPMENTS


Week Last
Ending Year
Sept. 27.........--
Oct. 4.............. 4
Oct. 11............ 13

.: Week Last
W'~eek Last
... Ending .. ... Year.
-Sept. 27.......... 1166
Oct. 4............ 1349
.Oct. 11 .......... 1251

Week Last
Ending Year
Sept. 27......... 227
Oct. 4........... 379
Oct. 11 ......... 497

Week Last
Ending Year
iSept. 27 ......... 1
Oct. 4-----........... 4
t. 11...---.......... 18


Florida Oranges
1928- 1927- 1926-
29 28 27
4 9 1
45 60 10
154 120 95
California1 Oranges
1928- 1927L 1926-
29 ?s2 27
568 --74 3 .
555 667 685
495 624 729
Florida Grapefruit
1928- 1927- 1926-
29 28; 27
59 120 20
140 261 64
375 431 145
Florida Mixed


1928-
29
1
12
76


1927'
28
4
68
68


Grapefruit Statistically Stronger
.:. 'Grapefruit shipments have been
surprisingly light this week, the
State having only 283 cars this week
as against 374 last week and 379 a
'jyear.ago this week. Our rolling un-
Sbld cars have been constantly di-
i'inishing. They dropped from 100
cars on Sept. 29 to 62 cars on Oct.
2, in contrast with a week ago show-
ing 99 cars on Sept. 22, and 108
cars unsold Sept. 26.


1926-
27

10


1925-
26
1
8
62

4925-
26
S'399-
309
243

1925-
26
77
80
187

1925-
26
9
1
9


1924-
25

1
12


1923-
24
19
99
205


1924- 1923-
25 24
633
564 -

1924- 1923.
25 24
19 292
44 542
333 415

1924- 1923-
25 24
-- No Rcrd.
1 No Rcrd.
3 No Rcrd.


SFruit Better Eating and Better
Condition
Unquestionably we have gotten
this week and will be getting this
next week improved eating quali-
ties in grapefruit, in contrast with
some of the disappointing eating
qualities right at the start. The hot
weather conditions under which
&ome of our grapefruit prior to this
week was picked and colored, to-
gether with the rains, have played


havoc and in some instances spec-
tacularly low prices resulted. Stem
end rot has shown up on many cars,
in some cases disastrously so. From
what we can learn in talking with
others, we believe that a control of
humidity not exceeding 85 degrees
and if possible to 80 degrees would
reduce this stem end rot decay. If
those who have precoolers could re-
duce the temperature to about 35
degrees it would effectively stop this
stem end rot tendency. However,
with the cooler weather we are now
experiencing and that we can ex-
pect it is hoped that this serious
phase of decay is in the past.
F. O. B. Market Grapefruit
The week's analysis of the first
five days shows a drop to a $2.75
base on No. Is and $2.18 on No. 2s,
compared with $3.02 and $2.65 a
week ago. But the f. o. b. sales
show 71% .of the total cars shipped
by members as sold f. o. b. in No.
Is and 92% of the No. 2s. This, to-
gether with the light shipment, bet-
ter keeping and eating conditions
should warrant an expectancy of a
steady and firm market with the
probability that our f. o. b. price
should average somewhat higher
this coming week, even though our
shipments will be increased.
Prorating 300 Cars
Although our members asked for
574 cars, we have allotted a total
of only 300. It is hoped that those
shippers outside will not ship more
than 100, making a total shipment
from the state of about 400 cars for
this coming week, as compared with
497 last year, 375 the year before
and 431 cars in 1927-28. The auc-
tion markets have been depressing
the f. o. b. sales due to their low
level, and, although our average
number of cars rolling to auction
this week is 48 as compared with 35
last week, our shippers are general-
ly expecting the f. o. b. demand to
pick up enough to pull up the auc-
tion markets closer to the f. o. b.
level.
Well Proportioned Sizes In
Grapefruit
The average sizes this week on
206 cars of our members show about
equal quantities of 54s to 80s,
namely:
81 54s
92 64s
87 70s
70 80s and smaller.
With the size-picking policy we are
following of 70s and larger, the f.
o. b. demand on these four sizes is
about equal. 96s are still averaging
low at auction, but there have been
some f. o. b. inquiries and orders
for straight cars of 80s and 96s.
Even though the demand should
swing the other way where 80s and
96s might be outselling the larger
sizes, we believe that a continua-
tion of the 70s and larger picking
policy is wise to relieve the trees of
those sizes which will be getting too
large later on.
1200 Late Valencias Left California
A wire from the California Fruit
Growers' Exchange estimates 1200


cars left of the late Valencia crop
as of October 1. Tulare County
navels are reported earlier than a
year ago, but California will be
shipping practically nothing in or-
anges from Oct. 15 to Nov. 15.
No Southern Shipments Before
Oct. 15
Dr. W. C. O'Kane, who was at our
shippers' meeting last night (Oct.
3) positively advised no shipments
of unsterilized fruit would be per-
mitted to the southern states prior
to the morning of Oct. 15. Cars pre-
viously billed out, even though di-
vertible or passing through the
south, will not be permitted deliv-
ery into the southern markets.
Opening Prices South
This office recommended the
opening prices in the south be $3.50
f. o. b. for No. Is and $3.00 for No.
2s. Our discussion last evening
seemed to be generally in favor of
the idea for the present of starting
the south out right instead of hav-
ing the jobbers working on a rap-
idly declining price as they would
be if prices were started much
higher. However, some of our ship-
pers thought it a serious mistake
not to get $4.00 or $4.50 in view
of the higher prices that California
is realizing on her Valencias. All,
agreed, however, that picking for
sizes would be necessary and the
Operating Committee went on rec-
ord as requesting all shippers to be
alert on oranges in seeing that their
picking is confined to 216s and
larger so far as the eye can tell.
No Bulk Shipments
Our shipper members last night
emphatically went on record against
shipping any bulk fruit whatever to
the south or elsewhere under any
circumstances. All the legitimate
trade of the south is against bulk
shipments. They undermine the
regular channels of trade. Many
jobbers in the south have notified
their shippers, and in some cases
the Clearing House, that they again
will be turning to California for
supplies 'ffie bulkl pr ctiee"e-
comes prevalent from Florida. Un-
der our quarantine regulations, no
bulk shipments will be permitted
direct from the groves in carlot or-
otherwise and no bulk fruit will be
permitted by truck, even though
the fruit has been washed and han-
dled in the usual way through the
packing house.
Export Prices
We are advised today that a cable
from London reports grapefruit
sales on Oct. 2 as follows:
64s- 70s $3.17 $3.62
SOs- 96s 3.62 3.78
112s-126s 4.18 4.78
Liverpool on the same day reported
demand slow, averaged from $3.37
to $4.78.
Satsuma Crop Short
Reports from North Florida as
well as from Alabama indicate a
real shortage of Satsumas. This
will mean less competition for our
early tangerines.


October 10, 19i3


Page 2


I





N. W. Ayer Again Is
October 10. 1930 FLORIDA CLEARING HOUSE NEWS Page S


N. W. Ayer Again Is

Chosen to Handle

Advertising Work

N. W. Ayer & Son, Inc., who last
year handled the Clearing House
National advertising campaign will
represent the organization again
during the coming season. This was
decided at a meeting of the Clear-
ing House advertising committee
held in Winter Haven, Oct. 10, at
which meeting a brief outline of
the campaign now contemplated was
discussed.
Mr. H. W. Wallace, Jr., represent-
ing N. W. Ayer & Son, Inc., appear-
ed before the committee and out-
lined briefly the agency's plan for
advertising Florida citrus in the
north this year. In brief, the pres-
ent plan as presented by the agency
calls for the concentration of ad-
vertising in the principal auction
markets, the sum available-slightly
more than $100,000-to be dis-
Stributed in these markets and a few
southern cities only. Despite the
universal recognition that the
money available is woefully inade-
quate to do the advertising neces-
sary this season, the advertising
committee has decided that this is
the only course to pursue. The
Agency's plan was drawn up in line
with this recommendation.
In consideration of a recent re-
quest from the Committee of Fifty
advertising committee, Mr. Wallace
announced that the Plans Depart-
ment of the agency had prepared
three advertising campaigns. One
of these plans was worked out for
an appropriation of about $116,000.
Another plan was worked out on the
assumption that $200,000 would be
available, and the third plan was
prepared for an appropriation even
larger-the Committee of Fifty's
idea having been based upon a de-
sire to have the opinion of experts
as to the approximate cost of an
effective advertising campaign.


22,500,000 Boxes Is

U.S.D.A.Estimate For

Florida Citrus Crop

H. A. Marks, agricultural statis-
tician of the United States Depart-
ment of Agriculture, has released a
report in which he estimated the
Florida commercial citrus crop for
the season of 1930-31 at 22,500,000
boxes.
Oranges, including tangerines,
were estimated in the report at 13,-
500,000 boxes and grapefruit at 9,-
000,000 boxes. This is fruit to move
by rail and boat and includes ex-
press, Mr. Marks' report said.
SThe fruit is well divided among
early, mid-season and late varieties
and in comparison with last year,
movement should be heavier
throughout the state, the report
continued.


II.
Origin of The
Clearing House
The need for a clearing house
arose from the lack of a co-ordinat-
ing agency in distributing a perish-
able product. The largest shipping
agency for Florida citrus fruit was
handling only about one-third of the
crop of the State. The other two-
thirds was in the hands of 140 inde-
pendent shippers. Under such con-
ditions it was impossible to effect
anything approaching an even dis-
tribution of the crop.
The normal marketing season for
Florida citrus is about nine months,
but after the fruit is fully ripened,
it may be picked at almost any time,
and if all of the packing houses in
the State, numbering about 300,
were to be operated to full capacity,
they could place the largest Florida
citrus crop on record on the mar-
ket in less than two months. Con-
sequently, as long as there was no
centralized control there was a con-
stant tendency to overcrowd the
market at the first sign of strong
consumer demand and favorable
prices.
Furthermore, with a great num-
ber of cars of citrus fruit rolling un-
sold which could be diverted to any
one of several markets, any market
in which prices were reported as
comparatively high was likely to be
flooded within the next day or two
with an unmanageable volume of
fruit. On January 6, 1926, for ex-
ample, eight carloads of citrus fruit
arrived in New York City and the
market was reported as "strong."
The next day fifty-five cars rolled
in and the market collapsed.
A considerable volume of infor-
mation on crop movement and prices
was available from government and
trade sources, but this information
was fragmentary and shippers had
an incomplete picture of what other
shippers as a group were doing.
They had no knowledge whatsoever
as to the volume of fruit which was
to be shipped in the near future.
It long ago was realized that the
only way of overcoming these dif-
ficulties was through a co-operative
effort by growers and shippers rep-
resenting the bulk of the Florida
citrus crop. Several attempts to se-
cure such co-operation were made
prior to the organization of the
present Clearing House, and in some
instances the larger shippers co-
operated informally to prevent over-
shipments.
Sentiment in favor of a perman-
ent co-ordinating organization final-
ly was sufficiently aroused so that
at a citrus growers' meeting held


during the Orange Blossom Festival
at Winter Haven, in January, 1928,
a committee was appointed to per-
fect plans for such an organization.
This committee later was enlarged
to form the "Committee of Fifty,"
which in April, 1928, organized the
Florida Citrus Growers Clearing
House Association and which has
continued in existence as the advis-
ory body to that association.
The primary objects for which
the Clearing House was organized
were to standardize and improve
the quality of the Florida citrus
fruit pack, to effect a more even
distribution of the citrus crop in
consuming markets, and to conduct
an advertising campaign for Florida
citrus fruits.
iI.
Clearing House
Organization
The Florida Citrus Growers Clear-
ing House Association represents in
its membership between seventy-five
and eighty percent of the Florida
citrus industry.
Membership in the organization is
of two types: The grower members,
who agree to sell to, or market
through, shippers who are members
of the organization; and the shipper
members, who agree to be bound in
their picking, packing and market-
ing by the rules and regulations of
the Clearing House. There are about
7,000 grower members and 70 ship-
per members, 42 of whom are ac-
tive shippers marketing their fruit
through their own sales agencies.
The Florida Citrus Exchange is one
of the active shipper members.
The Clearing House Association
is a non-stock, non-profit co-opera-
tive association, incorporated under
the co-operative marketing statutes
of the State of Florida and con-
forming to the terms of the Federal
Capper-Volstead Act. Its contracts
with grower members provide that
all fruit produced or controlled by
the growers shall be sold to or mar-
keted through shippers who have
entered into contracts with the As-
sociation. Its contracts with shipper
members provide that the shippers
shall be governed in the sale and
distribution of their fruit by in-
structions issued by the Clearing
House management and that they
shall be responsible for the collec-
tion of the assessment which is lev-
ied on all fruit marketed through
member shippers to finance the
operation of the Clearing House.
Shippers are privileged to handle
fruit outside of the grower mem-
bership but must pay the same as-
sessment on such fruit as is paid on
fruit marketed for member growers.


Survey of Clearing House
By

U. S. Chamber of Commerce

The following is the second article reprinted as an excerpt from the published
report of the survey of the Clearing House made by the United States Chamber
of Commerce. The report is "neither an endorsement nor a criticism of the
clearing house principle or this organization," the Chamber explains, but the
report unquestionably will be of interest to Florida citrus growers.


The incorporators of the Clearing
House provided for complete control
of the major policies by the growers
through their representatives, the
directors. It was recognized, how-
ever, that in the day-to-day opera-
tions experienced shippers should
have a voice, and this was provided
for by establishing an operating
committee of shipper members.
Directors
For purposes of clearing-house
organization, the citrus-producing
section of Florida is divided into
seven districts, each with territory
apportioned so as to equalize pro-
duction as nearly as possible. Each
district is represented by a director.
The Board of Directors, which is
made up of the seven district direc-
tors and four directors at large,
constitutes the governing body of
the Clearing House Association.
In each district there are a num-
ber of advisors to the directors,
elected by the grower members. The
advisors from all of the seven dis-
tricts together constitute ithe' Dittc-
tors' Advisory Committee of Fifty.
The advisors in each district plake
in nomination three growers resid-
ing in the district for director. One
of these men is elected by the grow-
er members of the district. Simi-
larly the Directors' Advisory Com-
mittee of Fifty places in nomination
eight growers for directors at large,
four of whom are elected by the
growers in all districts.
In addition to this method of nom-
ination, seventy-five grower mem-
bers in any district may place in
nomination any grower or growers
by filing a petition with the Board
of Directors at least ten days prior
to an election; likewise, 300 grow-
ers may nominate a grower or grow-
ers for director at large by filing a
petition ten days prior to an elec-
tion.
The Board of Directors may ap-
point an executive committee of five
of its members, which at times may
act for the directors in the manage-
ment of the Association.
The Operating Committee
The Operating Committee is niade
up of eleven members, all of whom
are representatives of shippers who
have entered into contracts with the
Association. The Operatihg'Cdin-
mittee is nominated by contracting
shippers and approved and appoint-
ed by the Board of Directors.
Officers of the Clearing--House
are President, Vice-President, Sec-
retary and Treasurer. The first two
must be members of the Board 'of
Directors. The active direction of
the Clearing House is in the hands
of a General Manager, who is nom-
inated by the Operating Committee
and approved and appointed by the
Board of Directors.
The Clearing House has head-
quarters in Winter Haven, in the
heart of the Citrus Belt. The staff,
during the marketing season, num-
bers between fifty and sixty, includ-
ing field inspectors. An Inspection
Department, a Production Depart-
ment, a Publicity and Advertising
Department and an Auditing and
Statistical Department are main-
tained.


Page 3


October 10. 1930


FLORIDA CLEARING


HOUSE NEWS




Page 4


Color As Basis In

Maturity Test Does

Not Solve Problem

A maturity test on the basis of
color is the suggestion made by Mr.
C. H. Preston, of Crescent City,
whose letter on the subject appears
in this issue of the News.
In that Mr. Preston's suggestion
is a theory that many Florida grow-
ers probably have, it will be of in-
terest to them to hear of the diffi-
culties of deciding maturity upon a
color basis. First of all Florida fruit
does not tend to color as early as
California fruit. Florida citrus is
easily four to six weeks advanced in
maturity over California's every
year. The trees bloom that much
earlier for we have a tropical cli-
mate that California does not have.
However, we do not have the big
change riof ,,temperature. between
day and night that California regu-
larly experiences especially from
the first of September on. A drop
in temperature of from thirty to
forty degrees is not at all unusual,
particularly in the inland sections
where most of the, early oranges
grow, this being especially true in
Tulare county. If Florida had
changes in temperature such as Cal-
ifornia has Florida growers would
have to be equipped with orchard
heaters as are our California neigh-
bors. Fortunately Florida does not
run this risk of cold.
We are, however, penalized on
our; color because we do not have
the cold nights and snappy morn-
ings. This is the chief reason why
our -citrus does not naturally de-
velop the color that California's
does. It is not at all uncommon for
California oranges to be three-
fourths colored and still be far be-
low the eight to one standard of
maturity. ,
For these reasons regulations sim-
ilar to those governing California
maturity would so seriously handi-
cap Florida growers as to prove
quite impractical. As a matter of
fact,'xperiments with.thp .olqr test
were Iae" in" Florida some time
ago, but practicable problems ef-
fecting the working-out of such a
plan resulted in abandonment of
the idea.

SHIPPERS OUTLINE
PLANS FOR SEASON
IN DIXIE MARKETS
(Continued from Page One)
glad to continue grove sanitation
workuntil such time as the govern-
ment determines it may be aban-
doned with safety.
Manager Archie M. Pratt follow-
ed President Tilden with a brief
talk on the necessity for a well co-
ordinated sales policy to govern
Clearing House shippers for the
coming season. He pointed out the
Danger inherent in the age-old cus-
-~omE (although not a universal one)


FLORIDA CLEARING HOUSE NEWS


of booking holiday orders guaran-
teeing against decline. The Clear-
ing House manager said he believes
that all shippers really wish to get
away from that policy and declared
that he feels the opportunity to do
so is present this year.
Advantage In Tonnage
A general discussion of the sub-
ject was held; many of the shippers
agreeing that the practice is unwise.
Several factors entering into the
problem were brought up and dis-
cussed frankly by practically every
shipper present. Various other
problems affecting the handling of
shipments in the south were gone
into, it being obvious that the ship-
per-members generally are deter-
mined to operate without regard to
the effect non-members may have
on the marketing situation, because
of the fact that the Clearing House
represents about 80% of the entire
tonnage of the state.
Discussion of the crop brought
out the general conclusion that the
crop is a big one and that the mar-
keting of it will necessitate whole-
hearted co-operation from the en-
tire industry. In connection with
the discussion of the crop Mr. L.
Maxcy, Frostproof, stated that he
thinks some thought should be given
to advertising, adding that he be-
lieves the shippers should consider
raising the Clearing House assess-
ment for this purpose.
Bulk Shipments Frowned On
The matter of bulk shipments also
came in for discussion, the general
opinion of those present being that
no bulk shipments should be made.
It was pointed out that under the
new quarantine regulations bulk
shipments may be made only of
fruit that has gone through the
packing house washer and shipped
in refrigerator cars. No bulk ship-
ments by truck will be permitted
nor may any fruit be shipped in
bulk direct from the grove. Mr. L.
P. Kirkland of the Adams Packing
Company, Auburndale, told of hav-
ing interviewed a number of receiv-
ers in the south who informed him
that if they continue to have com-
petition from bulk fruit they will
:have to *discontinue- handling,'Flor-
ida citrus. Manager Pratt also told
of having had a request from'job-
bers in Atlanta asking that the
Clearing House take action to elim-
inate bulk shipments.
Routine business of the meeting
was concluded with the election of
William G. Roe, large shipper of
Winter Haven, to membership on
the Operating Committee. It being
Friday night Mr. Roe immediately
entered upon his new duties by par-
ticipating in the meeting of the
Operating Committee which imme-
diately followed the general meet-
ing of the shippers.
At the meeting of the Operating
Committee a sub-committee was ap-
pointed to go into the matter of va-
rious packing house equipment pat-
ents, this being.the only item of im-
portant business considered outside
of the routine work of prorating
shipments for the following week.


. October 10, 1930


ENCOURAGEMENT FOR
EXPORT BUSINESS IS
ASKED OF UNCLE SAM

(Continued from Page One)
WHEREAS, the 1930 crop of
grapefruit in the citrus belt of Flor-
ida is now running considerably to
exportable sizes and in all probabil-
ity will continue to so run through-
out the remainder of the season;
WHEREAS, approximately 85%
of the total citrus crop of Florida is
produced within a radius of 100
miles of the port of Tampa;
WHEREAS, out of 163 railroad
shipping points 114 have freight
rates favorable to Tampa and 23
points are on a parity;
WHEREAS, the aforesaid 114
points favoring Tampa serve ap-
proximately 85% of the total citrus
acreage;
WHEREAS, the aforesaid 85%
of the total citrus acreage is within
easy motor trucking distance from
the port of Tampa at rates some-
what under the existing rail rates,
making Tampa thereby an economi-
cal and convenient point for truck-
ing;
WHEREAS, the present export-
ers from Florida appear to be prac-
tically unanimous in their desire to
make available export shipping fa-
cilities out of Tampa;
WHEREAS, citrus fruit are per-
ishable and therefore require rapid
and direct sailing to foreign mar-
kets;
NOW, THEREFORE, BE IT RE-
SOLVED, that the Florida Citrus
Growers Clearing House Association
representing 85% of the fruit vol-
ume of the state, herewith petition
the United States Government
through the United States Shipping
Board and the Merchant Fleet Cor-
poration to properly equip with re-
frigeration the necessary ships to
regularly transport the available cit-
rus for export during the season
1930-31; to place said ships in a
regular service from the port of
Tampa direct to London and Liver-
pool at the earliest possible mo-
ment; to place into effect an export
rate of not to exceed $1.00 per box
for..,the,. ,oea... freight,. .for.-, said
service;
BE IT FURTHER RESOLVED,
pending the inauguration of said ex-
port service that the proper number
of refrigerated vessels be allocated
to the port of Tampa to transport to
aforesaid London and Liverpool all
available citrus fruits, particularly
grapefruit, offered for export dur-
ing the three months immediately
following, to-wit: November, De-
cember and January, at the afore-
said ocean freight rates;
BE IT FURTHER RESOLVED,
that copies of this resolution be sent
to the Secretary of Agriculture, to
the Secretary of Commerce, to the
Chairman of the Federal Farm
Board, to the Chairman of the U. S.
Shipping Board, and to the Vice-
President of the Merchant Fleet
Corporation.
The following request of the
Committee of Fifty was presented:
"The Committee of Fifty was re-


liably informed that grapefruit was
being imported into the United
States which would not pass the
United States standard of maturity.
Motion was made and seconded that
the Board of Directors be requested
to investigate and have tests made
of the IMPORTED GRAPEFRUIT
as to its passing the United States
standard of maturity. Motion car-
ried."
Mr. Tilden reported that he had
wired W. G. Campbell, Director of
Regulatory Work, of the Depart-
ment of Agriculture in Washington
in this connection and received the
following reply from Dr. Campbell:
"There is no federal statute
which forbids traffic in immature
fruit. Activity of this department
on that subject arose through en-
forcement of provision food and
drugs act which declares article ad-!
vulterated 'if colored in a manner
whereby damage or inferiority is
concealed,' our control is therefore
restricted to prevention of traffic ii
immature friut only when arificial-
ly colored and has been applied
alike to foreign and domestic ship-
ments. I am transmitting to Food
and Drug Administration informa-
tion contained in your wire that im-
mature fruit is being imported and
requesting them to detain such fruit
if prior to importation it has been
artificially colored and evidence ob-
tainable to establish that fact.
Recognizing limitation federal stat-
utes on this score for protection
public or preservation welfare of
industry department has consistent-
ly encouraged State and Territorial
Legislation for better regulation. .I
assure you of our sympathy with
your organization's effort to pre-
vent marketing fruit with insuffi-
cient juice. We will support this
position by such action as we are
authorized to take."
After some discussion Mr. Tilden
was asked to inquire from Dr.
Campbell whether or not under the
present law the additional require-
ment could be made that "artificial-
ly colored" should be shown on all
foreign fruit which has been so col-
ored. Mr. Tilden was also request-
ed to ask whether the Department
has ever made any'tests off foreign
fruit on the assumption that the
fruit may have been artificially
colored.
In the matter of furthering the
work now being done on the color-
ing of fruit the Board decided to
co-operate with the United States
Department of Agriculture so as to
speed up the findings which are
sought. The work is being done by
J. R. Winston, of the United States
Department of Agriculture, and it
is particularly important at this
time that a thorough study be made
so as to eliminate the stem-end rot
which has been a source of consid-
erable trouble during the past
month.

SURELY NOT
Judge-"Now, I don't expect to
see you here again, Rastus."
Rastus-"Not see me here again,
Jedge? Why, you all ain't going to
resign yo' job, is you, Jedge?"








Committee of Fifty Department


Florida citrus growers who are in
sympathy with the effort being made
by the Committee of Fifty to create
an advertising fund to help market
this season's big crop probably will
be interested in a kindred endeavor
now being undertaken by California:
grape and prune growers.
A recent issue of Printers' Ink
(Weekly) carrying an article telling
of the efforts being made by these
California growers to overcome the
Handicap imposed upon them by
over-production and an insufficient'
consumption, the heading of the ar-
ticle, 'Sock the Surplus'-the Bat-
'te Cry of a New Campaign," tells,
graphically what the grape and
prune growers are determined to
do. The article, written by Frank J.
'Taylor, describes in detail how these
growers are co-ordinating their ef-
forts, even to the point of obtaining
support from the shippers and deal-
ers, in a determination to rid them-
selves of their surplus and do it, if
humanly possible, at a profit.
Pooling Their Resources
The various organizations engag-
ed in the growing and marketing of
grapes and prunes are pooling their
resources in a nation-wide advertis-
ing campaign. Individual agencies
are, of course, capitalizing on the
benefits obtained by the commodity
.advertising campaign by following
along with the story of the merits
of their particular brand. The situ-
ation is identical with that in the
Florida citrus industry. Individual
members of Clearing House would
have an opportunity to capitalize on
the Clearing House advertising cam-
,paign by following up this organi-
zation's work with publicity regard-
ting their own brand, each would
benefit in proportion to the degree:
'-with which he would follow up the
Clearing House campaign with his;
Sown brand advertising. -
The following is an excerpt from
the Printers' Ink article and un-
questionably it will prove of tre-
-mneQilous interest to our Clearing
House members. The article reads
as follows:

S"SOCK THE SURPLUS"
Travelers in the Great Valley and
other grape growing areas of Cali-
fornia have been literally "socked,
"'n the eye" with this cryptic phrase
during the last few weeks. News-
papers, posters, window displays
and every other avenue of advertis-:
ing have flaunted it in big, black
letters.
"Sock the surplus" may be mean-
jngless elsewhere, but to the Cali-;
Yornia vineyardist it means that Old
Man Surplus, the Goliath who runs!
amuck periodically among the farm-
b-ers; is about to meet a David with ai
new slingshot.
That slingshot is advertising. The:


grape growers have united with the
packers, the commission merchants
and all others interested in the in-
dustry, to wage war on surplus
crops.
"Sock the surplus" was the battle
cry of the campaign to sign up 85
percent of the grape acreage of
California for the advertising war
chest, a campaign that just went
over the top by a narrow margin.
Advertising As A Weapon
The grape growers are the second
group of California farmers recent-
ly to turn to advertising as a
weapon with which to defeat the
now almost annual catastrophe of
surplus crops and glutted markets.
The prune growers had completed
their reorganization a few weeks
earlier.
These two ventures, the Grape
Control Board and the Dried Fruit
Institute, represent something quite'
new in co-operative advertising of'
agricultural products. They involve
marketing ideas which if successful,
may mean the ultimate solution of
the farm problem in a number of
fields.
Co-operative marketing of farm
products is nothing new in Califor-
nia. But heretofore each group has
concentrated its advertising guns on
trade-marked brands. The co-opera-
tive has devoted its efforts, just like
other manufacturer, to the job of
maknig consumers familiar with a
brand.
Some of these campaigns have
been highly successful, notably Sun-
kist oranges. Others went great in
certain years, but lacked the wal-
lop to move the surplus when big
crops came.
An even more serious problem
was that of the private packer and
distributor of these same products,
who rode along on the demand built
up by the co-operative, but who con-
tributed nothing to the advertising
campaign.
Under the new plan evolved by
both the prune and the grape grow-
ers, the co-operatives will join
forces with their hitherto bitter
trade enemies, the private packers
and commission dealers. Together
they will raise an advertising war
chest, to be devoted entirely to ad-
vertising that will stimulate a de-
mand for prunes or grapes, irre-
spective of brand demand.
An Advertising War Chest
The advertising campaign will be
purely institutional. The prune
growers will hammer away at the
health-giving qualities of their pro-
ducts, devoting half a million dol-
lars annually to that one message.
The co-operative will continue to
market its Sunsweet brand, in com-
petition with brands of a half dozen
private packers, and will carry on a


"Sock the Surplus"-The Battle Cry of a New Campaign

By J. C, MORTON
(Chairman, Conimittee of Fifty)


separate advertising campaign on
behalf of its brand, supplementing
the institutional campaign.
The grape growers have not yet
decided upon the theme of their
campaign, being involved right now
in problems of organization and
marketing, but they have set up al-
ready a grape by-products company
known as Fruit Industries, Inc.,
which is an indication that they in-
tend to beat the surplus ultimately
by finding entirely new ways for
the consumer to use grapes.
The Farm Board has approved
both the Prune Institute plan and the
Grape Control Board. It has ad-
vanced the prune growers a half
million dollars to launch their ad-
vertising campaign. It has loaned
the grape growers' by-products sub-
sidiary one million dollars, and has
promised the Grape Control Board
at least ten millions as working cap-
ital to reorganize the industry, tak-
ing as security a lien on the tax at
point of shipment to which each
vineyardist agrees when he signs to
"sock the surplus."
How Money Is Raised
Another new and interesting
wrinkle is the means used to raise
money for the campaigns, from both
co-operatives and private dealers,
without cramping the style of either
or upsetting the already established
channels of trade. Briefly, it is this:
The grower, when he signs up
with the Board, or the Institute,
agrees to sell his produce either to
co-operative or to private packers
and commission merchants who are
"okey" with the Control Board, or
the Prune Institute, as the case may
be.
"Okey" packers and commission
merchants are those who have a rep-
utation for fair dealings with farm-
ers and who, furthermore, agree to
extract a tax of so much per ton at
point of shipment and pay this in
cash into the advertising war chests.
With prunes, this advertising tax is
$2.50 per ton. .With grapes, it is
$1.50 per ton. The prune advertis-
ing budget will be well over half a
million this year. The grape reve-
nue will be more than two millions,
but not all of it will go into adver-
tising.
Consumption Vs. Production
The grief that has come to the
vineyardist has been due to glutted
markets, which broke prices, result-
ing in losses for the entire indus-
try. The grape industry, as a whole,
faced the problem of increasing con-
suption 15 percent, or of decreas-
ing production that much.
Fruit Industries, Inc., was organ-
ized more than a year ago to tackle
the problem from the point of view
of increasing consumption through
the use of by-products. So far the
work has been confined largely to
organization, and to experiments in
a big laboratory, set up in San Fran-
cisco, under the direction of exper-
ienced chemists.


It goes without saying that Fruit
Industries, Inc., is embarking upon
a marketing campaign that offers
more than ordinary difficulties, and
officials of the company are placing
great hopes in advertising to make
their business understood.
The prune growers, likewise, are
tackling the creation of by-products
as a means of "socking the surplus"
though theirs is not a product that
lends itself to so many uses as does
the' fruit of the vine. Nor is the
surplus as great.
An Industry Viewpoint
Growers of other forms of farm
produce in the West are watching
with keen interest the evolution of
these campaigns of advertising for
industry as a whole. If the prune
and grape campaigns are success-
ful, there appears no reason why
similar plans would not work for
the citrus growers, the apple, peach
and pear growers and others.
The most interesting angle of
both enterprises has-'been'the"'WyO
in which growers and their tradi-
tional enemies, the packers, finally
came to the conclusion, after years
of costly experience, that the time
had come to quit fighting each other
and join forces to build up markets
for entire industries, trusting that
every one would be able to peddle
his wares, after advertising had
created greater demand.


Californians Send

Congratulations on

Opening Up of South

California citrus growers al-
though business competitors of Flor-
ida growers again have proved that
their attitude is one of fair-play.
The Clearing House received a
telegram early this month from the
California Fruit Growers' Exchange
expressing the gratification that.or-
ganization felt upon learning that
the quarantine regulations govern-
ing Florida shipments into the
southern states have been removed.
Throughout the entire fly cam-
paign Floridians have, recognized-'
the fact that California has sympa-
thized with Florida even though in,7
creasing their sales efforts .in"the
embargoed southern states. Florida
does not stand to lose anything this
year, however, by virtue of Califor-
nia's advent into the southern mnarb -'
kets this season. The southern
markets have been consuming Flor-
ida fruit for years, they know it
well, and what is more important,
they like it. Dealers in the south
have been following the quarantine
situation closely and have expressed
frequent and emphatic hopes to
Florida shipping agencies that they
will be able to handle Florida citrus
this season.
A vote of thanks expressing the
appreciation Florida growers feel in
California's friendly advance was
passed by the Board of Directors of
the Clearing House and dispatched
immediately to the California Fruit
Growers' Exchange.


Pafe


October 10, 1930


FLORIDA CLEARING


Pasea 5


HOUSE: NEWS




FLORIDA CLEARIN W HOSE EW


Maturity By Color
Crescent City,
Oct. 4, 1930.
Florida Clearing House,
Winter Haven, Florida.
Gentlemen:
I have read with interest the ar-
ticle on the subject of marketing
fruit that is unfit for consumption
and the various reasons why a spec-
ified date cannot be set for the first
shipments to be made.
It seems to me that it is just
about the easiest thing in the world
to settle this matter, and to do so by
adopting practices that have been
tried for years and have been found
to as nearly cover the requirements
as it may be possible to do.
We have the bright and shining
example of California who allow no
tests for acid until the fruit shows
25% of color. This would take
care of the differences in seasons as
they come and go, also the differ-
ent locations in the state where
fruit might be somewhat earlier
than in others and would be fair
to all.
We were to have been protected
from such shipments as have al-
ready gone forward by the present
law, you can see how it worked.
There is not a grower in the state
who would not favor such a law
with plenty of penalty unless it
.might be one whose packing house
interests exceed his grove interests.
Very truly yours,
(Signed) C. H. PRESTON.

Spend Money To Sell
:Committee of Fifty,
'% Florida Clearing House Assn.,
Winter Haven, Fla.
ZDear Sirs:
-- The writer answered a question-
naire some time ago. It was sent
lout by some committee, but I am
not sure whether from your body or
the Exchange. Now I wish to state
that I answered in favor of the in-
creased assessment for advertising.
I am willing that my fruit be assess-
,ed the 4c a box that your commit-
tee has suggested as being an
amount that should do the trick for
this year, although I believe that 5e
'would be nearer the mark. (Editor's
:Note: No definite advertising assess-
iment has yet been officially sug-
'gested).
SOf course, it is the combined
'capital that is going to count, as
ithe total amount that the individual
:could afford to put into advertising
would not sell (hardly) an extra
:box; while the pooled contribution
Sof the .many will be sure to get us
j:our assessment back and a profit
with it, I firmly believe. Not only
will it do this but it will help to
tb


move an increased crop, and this is
one year, in my estimation, that we
should spend money to sell, rather
than curtail the advertising account.
SO IN CASE YOU SHOULD NOT
HAVE RECEIVED MY QUES-
TIONNAIRE, THIS WILL BE MY
VOTE IN FAVOR OF THE IN-
CREASE.
Here is a thought, how about
using the small or unfavorable mar-
ket sizes, for the CANNING
GRADE as well as the usual recog-
nized grade as at present sold for
that purpose. Part, or most, of the
real small fruit will not bring any
more, packed and sold than they
would if sold for this purpose, and
then there is always the element of
gamble and loss. This would result
in better prices for the rest of the
salable sizes. This would help the
canning grade, while we would get
in a much increased revenue for the
grower at the end of the selling sea-
son.
I have been a member of the
Clearing House since its inception,
and have watched with pride its
growth in membership and in the
great good it has, in my estimation,
been able to do in the short time it
has been operating. I am a member
of the Exchange as well and believe
that it will in time be the "one" big
selling factor in the citrus industry
of the future, but it could never
have accomplished what the Clear-
ing House has in a most critical
time in our history, and again in
the danger period of the dread
"Medfly."
I say, thank God for the Florida
Clearing House Association, from
the bottom of my heart.
I am yours most truly,
(Signed) J. A. ALLAN.

Should "Tell the World"
St. Louis, Missouri
Florida Clearing House News,
Winter Haven, Florida.
Dear Sirs:
I want to say that I am an en-
thusiastic supporter of all the activ-
ities of the men working to improve
the marketing conditions of Flor-
ida's citrus fruit. The improved
price of last crop ought to teach
every grower that he should en-
courage and support all those ef-
forts that are directed at better
standardization, better marketing
and more aggressive advertising of
Florida's citrus fruit.
I wish growers could be induced
to spend more money in the ap-
proved channel of advertising Flor-
ida's fruit.
We know we have the best fruit
in America, and those who have
sampled it know it also, when we


The Grower's Voice
Under this heading will be published communications from grower members
of the Clearing House Association, who desire to voice opinions upon matters of
general interest to Florida citrus growers. The Association cannot, of course,
assume responsibility for the opinions expressed in these letters, but believes
growers should have the opportunity of expressing themselves if they are willing
to assume the responsibility. Communications should be as brief as possible-
preferably not more than 250 words in length-and MUST be signed with the
writer's name and address (although not necessarily for publication).


Active
Adams Packing Co., Inc.Auburndale
Alexander & Baird Co., Inc.
__________Beresford
American Fruit Growers, Inc.
___ __Orlando
Bilgore, David & Co.......Clearwater
Browder-Fowler Fruit Co.....Arcadia
Bprch, R. W.,,Inc. ..,Plant City
Dixie Fruit & Pro. Co..........Tampa
Fields, S. A. & Co....-----.-Leesburg
Florida Citrus Exchange__....Tampa
Florida Mixed Car Co... Plant City
Fosgate, Chester C. Co... Orlando
Gentile Bros. Co.- .. ...Orlando
Herlong, A. S. & Co.-___.-- Leesburg
Hills Bros. Co. of Florida, The
.............. .......................Tampa
Holly Hill Fruit Products, Inc.
.---_.-_______ Davenport
Keen, J. W...__ ____F..... rostproof
Keene, R. D. & Co..... __ -- Eustis
Lamons, D. H.................-- Ft. Myers
Lee, J. C., Sr.....--- .. -...Leesburg
Lovelace Packing CoWinter Haven
Mammoth Grove, Inc. Lake Wales
Maxcy, Gregg __.... -.........Sebring
Maxcy, L., Inc.....__........Frostproof
McKenney-Steck, Inc...........Orlando
Milne-O'Berry Packing Co.
.-____ .___. _St. Petersburg
Mouser, W. H. & Co...___ Orlando
Nelson & Co., Inc........-------.. Oviedo
Orange Belt Packing Co-.......Eustis


Page 6


Peace River Fruit Co......-....Arcadia
Richardson-Marsh Corp._. Orlando
Roe, Wm. G--..............Winter Haven
Roper, B. H...__.__Winter Garden
Stetson, John B. Est. of__DeLand
Sullivan, H. C. Frostprooo
Sunny South Packing Co--Arcadia
Welles Fruit & Live Stock Co.
__Arcadia
Associated With Other Shipper-
Members
Armstrong, F. C.__.....Palmetto
Babson Park Citrus Growers Assn. x-
Babson Park
Chase & Co.___ _____.._____.Sanford
Citrus Grove Dev. Co., The
-- -Babson Park'
DeLand Packing Co._._.....DeLand
Fellsmere Growers, Inc._-Fellsmere
Holly Hill Grove & Fruit Co
---Davenporjb
Indian River Fruit Co.__Wabasso
International Fruit Corp. Orlando
Johnson, W. A-...-_...... .Ft. Ogden
Lakeland Co. Inc., The..._Lakeland
Lake Wales Fruit Packers, Inc.
-_----Lake Wales
Middleton, W. D....._.._Isle of Pines
Mitchell, J. M........_..-- ... Elferk
Ulmer, H. D..--..--- -..... Clearwater
Valrico Growers, Inc...___..Valrico
Vaughn-Griffin Packing Co.-Howey
West Frostproof Packing &
Canning Co.--West Frostproof


Shipper-Members of Association
The shippers named herewith are members of the Florida Citrus Growers
Clearing House Association and they are the ONLY members of this organization.
In fairness to these shippers who are supporting the Clearing House, as well as
helping to build the organization, grower-members should urge their neighbors
to Join and ship through one of these operators.


know that many firms have grown
rich advertising little meaningless
articles, what would follow if simi-
liar intelligent energy were spent
in advertising such a real article of
food as Florida's citrus fruits?
People who live in large cities
see every day the results of adver-
tising in any legitimate business
better than the farmer who does not
have these facts hammered into
him every day. I wish growers could
be induced to tax themselves to
spend more money in advertising
Florida fruit.
I have used all kinds of shaving
soap and cannot tell the difference
between one kind and another. Yet
fortunes are made in advertising
certain kinds of soap. I wish you
would ask growers if they believe
there is as much difference in cit-
rus fruits as there is in soaps. If
they believe this, they should let
the public know it and get richer
than the soap dealer.
Yours truly,
(Signed) J. C. McCOY

Say It With Pictures
Mr. J. C. Morton,
Chairman of Committee of Fifty,
Winter Haven, Florida.
Dear Mr. Morton:
I have your letter and enclose my
answer. I have almost $60,000 in-
vested in Florida (real money) not
paper since 1925. What's wrong


October 10, 1930


with Florida? What's wrong with
your advertising men? You have
the most wonderful State in the
Union for rest and pleasure. Mil-
lions are spent abroad by our vaca-
tionists. Why not concentrate on
an educational plan bringing facts
home, picture facts of the Wonder-
ful Florida?
I am vice-president of one of four
service clubs in White Plains, West
Chester County (The Exchange
Club). We are always open for
good speakers and particularly cam-
eramen. Where, oh where, are'
your advertising men on the Beau-
ties of Florida? Send a few men
out with a message depicting the
historical beauties of Florida and
with the story of citrus, its growth,
its beauty, its use to the well and
weary, to those that are sick and
those that want to stay well.
Tell them of Florida's soothing
tonic for everybody with a vivid
touch of eloquence that makes the,
heart throb to see it. Wake uip
Florida with a message to every-
body. Let's have action by word of
mouth that by Dec. 1st or sooner all
cars start Florida-ward to look up
and look over, and greet our guests
when they come with a welcome
that is contagious for its generous'
spirit and whole-heartedness long to
be remembered by our visitors and
friends.
Yours sincerely,
(Signed) W. G. KLEIN.












All Florida Growers and Shippers



In One Organized Body


WHY SHOULDN'T you be a part of the one state-wide citrus
growers' organization that permits you to sell, each year, to or
through the shipper you prefer. That controls shipments . .
prorates supplies at the auctions . sets minimum prices weekly
* .keeps its shipper members confidentially advised of private
sales prices. That wires each shipper, daily, the auction averages,
government shipments and passing before the news is an hour old!
Only the Clearing House presents to the business world a unified
program that is practicable for the entire state . harmonizing
the efforts of its various shipper members by authoritative control
of the amount each may ship and the grade that must be adhered
to. Only the Clearing House has been able to unify the shippers'
attitude in their f. o. b. sales . by price interchange and care-
fully compiled marketing data. By accurately informing each
shipper of the exact number of cars enroute to each auction, as
compared to the normal, it has been possible for the Clearing
House effectively to control auction prices. Prorating committees
at the principal auctions equalize supplies at these auctions during
the week.
When you . and every grower . become members of this
state-wide marketing effort, there won't be a shipper in the state
that can afford to operate outside the Clearing House . and
Florida will have its entire citrus industry handled under one direct-
ing head, in an orderly and profitable way.
The whole purpose of the Clearing House is the benefit of the
growers . but you cannot expect competitive shipper interests
to continue their leadership and co-operation unless the growers
themselves offer their backing. No grower can play his part in
this state-wide effort to unify the citrus industry without being a
direct contract member of the Clearing House.
The Clearing House is your association . it needs your whole-
hearted support. Send for a contract form today.





Florida Citrus Growers Clearing House Ass'n.
Headquarters
Winter Haven, Florida


Don't You

Want
1 Quarantine restrictions removed or lightened
2 Reimbursement for fruit or tree losses due to
quarantine?
3 Green fruit law carried out fairly and effec-
tively ?
4 Citrus shipments regulated to insure maximum
prices? ----. ---...... .
5 Distribution at the auction markets controlled?
6 Uniformity of attitude on part of shippers based
on minimum price quotations in accepting offers ..
7 Uniformity in grade and pack?
8 Competitive shippers working together instead
of against each other in their marketing?
9 Proper publicity to increase demand for Florida
oranges, grapefruit and tangerines?
10 Accurate information furnished on prices, mar-
ket tendencies, prospective crop condition, ship-
ments, sizes and quality?
11 A state-wide organization that will represent the
interests of the grower regardless of what ship-
per he may sell through or to?
12 Decisions on the numberless problems connected
with picking, packing and marketing to be based
on the accumulated experience of the entire in-
dustry instead of each one guessing by himself
in the dark?
THEN SIGN UP AND SEE THAT YOUR FELLOW-
GROWER SIGNS UP


October 10, 1930


FLORIDA CLEARING HOUSE NEWS


Page 7


Pap-A 7






FLORIDA CLERIN Gr HOUE NEWS


FLORIDA

CLEARING HOUSE

NEWS

OCTOBER 10, 1930

Published Semi-monthly by the FLORIDA CITRUS
GROWERS CLEARING HOUSE ASSOCIATION,
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 8, 1879.

DImE(TORs


Ft. Ogden
Winter Park
Orlandr
Tampa
DeLand
Winter Garden
. Tampa
Winter Haven
S. Cocoa
Mt. Dora
Orlando


President
Vice-President
.Treasurer
Secretary
Manager


OFFICERS


E. C. AURIN
J. C. CHASE .
LAWRENCE GENTILE
J. A. GRIFFIN
V. G. MOORHEAD
PHIL C. PETERS
T i3E T. SWANN
A. M. TILDEN
A. R. TRAFFORD
E. E. TRUSKETT
R. B. WOOLFOLK

A. M. TILDEN
E. C. AURIN
F. G. MOORHEAD
E. E. TRUSKETT
ARCHIE M. PRATT


SUBSCRIPTION RATES


Per Year: $2.00


Single Copies: lOc


Sanitation Must Be
Continued
The officials of the Department of Agricul-
ture having charge of the Mediterranean fruit
ffy quarantine and eradication program have
evidenced their belief that the condition of
our groves is sufficiently sanitary to permit of
their making substantial modifications of the
quarantine regulations in good faith. These
officials are charged with a federal duty. This
duty clearly compels them to safe-guard the
agricultural interests of the nation. They are
the- guardians of the public interest.
- fhe stern and energetic eradication meas-
ures carried on until the funds supplied by
the congressional appropriation were ex-
hausted were then continued in a lesser de-
gree by the growers themselves through a
state-wide bait spraying program and a clean
up of susceptible hosts, other than citrus. Our
present freedom from the fly is largely
ascribed to these latter measures which were
the result of the combined efforts of the
growers.
-i Allof these reasons made possible the com-
pelling argument that gave us the major mod-
ifications.
.As a matter of good faith and as a matter
of sound reasoning, it is important that these
sanitary; precautions be continued. If the
quarantine officials of the southern states, in
' their great desire to protect the interests of
their own states, come to the conclusion that
i.-eraltciEtion wiork or sanitary measures


have ceased, they are likely to be less amen-
able to reason and more suspicious of the ad-
visability of permitting our fruit free ingress
to their states.
These sanitary precautions, and, by them
is meant notably, regulations requiring the
picking up of drops, although expensive,
should be cheerfully complied with until the
authorities feel safe in modifying the regula-
tions concerning them. It is much better to
pick up these drops than to have the southern
markets again taken away from us.
There can be no question but what the
quarantine officials, being responsible and
fair-minded public servants, are eager to re-
move burdensome and expensive regulations
and they will do so as soon as they consider
it safe. The question has been discussed at
great length upon a number of occasions both
at the Orlando office and in the offices at
Washington.
There is every reason to believe that modi-
fications covering this subject will occur from
time to time as conditions permit. All growers
should cheerfully and energetically comply
with these regulations and all others affecting
the sanitation work so that as soon as possi-
ble, complete freedom from Mediterranean
fly infestation and its accompanying quaran-
tines may be had.

There are two elements in the main termi-
nal markets-one of these is the speculative
element and the other is the distributing ele-
ment.
The difference between the two is that the
speculative element purchases cars of fruit
on the track, with occasional purchases on
the tree and plays -the market on a twenty-
four hour basis while the distributing element
represents a shipper or shippers and sells and
distributes that shipper's fruit. The distribu-
tor takes orders from his client. He attempts
to give his client the best service he can, while
the speculator has no clients and is mainly
interested in a quick sale at small or great
profit. The distributing element prefers a
firm market with steady arrivals and a con-
fident tone while the speculative element pre-
fers an up and down market on which he can
trade. Speculators cannot make money on a
level market but the producer can.
Fruit can sell only for the market price.
The price so received represents the price
paid the producers through their distributors
less the proper charges but the market price,
as paid for speculator's fruit, has nothing in
common with the money eventually paid the
producer.
So the question arises: shall the producer
continue to permit the terminal markets to
be dominated by the speculative element?-
By Alfred M. Tilden, President, Florida Cit-
rus Growers Clearing House Association.


Clearing House Is

Determined to Keep

Fruit Moving Evenly

A strong tendency to over-ship-
ment in grapefruit has again shown
up. Five hundred thirty-two cars of
grapefruit were shipped from the
state the week of Oct. 11. The
Clearing House was in hopes of
holding down the state shipments to
400 cars. The average for seven
years past for this week is 340 cars.
A year ago was the heaviest ship-
ment prior to this year, that week
being 497 cars.
The Operating Committee agreed-'
that there must be a very firm ad-
herence to prorating instructions.
Every angle of prorating will be
given serious consideration and the
Clearing House as a body is going-
to do everything possible to see that
the crop moves in an orderly man-
ner.
The Clearing House is not pro-
rating orange shipments this week.
It is believed that with the south
opening up Oct. 15 and with the
natural limitation existing on ac-
count of the state maturity test,
that there will be no danger of over-
shipping, providing all shippers'
adhere closely to picking 216s and
larger and use every care in the
coloring room, particularly avoiding
over-heating and a humidity above
85. The danger at present to or-
anges is stem end rot. Every pre-
caution is necessary in the coloring
room to avoid it. Certainly Florida
has learned its lesson in over-ship-
ment of small sized grapefruit
where we should not have to learn
it again in a mass of oranges roll-
ing out mostly 250s and smaller.
Under the heavy shipments of the
past week, it will be difficult to hold
our f. o. b. market on grapefruit to
$2.50 on No. Is and $2.00 on No.
2s. It also will be difficult to re;-
strict supplies rolling to auctionio
that the general 'auction average
will come up.
Orders have been booked for tHi.,
south at $3.50 on Is and $3.00 for
2s on oranges. This is not a spec-
tacular price but a price on which '
it is hoped there will not be the
usual rapid decline customary on
opening prices. In the eastern mar-
kets there is hope that we may see
even better f. o. b. prices, but the
net returns all dpeend upon many
matters, including the element of
decay, spotting and bad color.
Above every thing else, the con-
sumer must be satisfied with the
eating qualities, and, although these
early oranges pass the maturity,
standard, we all know that they are
not that type of orange so rich in'
flavor as comes later from Florida;
under more normal conditions when'
our fruit is in prime condition. On,
the other hand, it is generally con-i
ceded that the oranges we will be,
shipping this season have exception-i
ally -good eating qualities and are'
exceptionally attractive in appear-i
ance compared with other early
shipnients. -.. : -,


Page 88


.


October 10, 193^




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