Title: Florida clearing house news ..
ALL VOLUMES CITATION THUMBNAILS PAGE IMAGE ZOOMABLE
Full Citation
STANDARD VIEW MARC VIEW
Permanent Link: http://ufdc.ufl.edu/UF00086639/00078
 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: December 25, 1931
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: VID00078
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


U. D t. of Agri.,
Library-Period Di7v:
Washington, D.C.


A.. '. t "' U. S. Postage


FL I 932 Winter Haven, Fla.D a
Permit No. 1


- CLEARING


Representing more than 10,000
Growers of Oranges and Grapefruit
Headquarters: WINTER HAVEN, FLORIDA


NEW!


HOt'SE

Official Publication of the
FLORIDA CITRUS GROWERS
CLEARING HOUSE ASSOCIATION


$2.00 a Year Published Semi-monthly by the Florida Cit- Entered as second-class matter August 31. Volume IV
10r a Cy us Growers Clearing House Association. DECEMBER 25, 1931 1938. at the postoffice at Winter Haven Numb
10 Cents a Copy DeWitt Taylor Bldg.. Winter Haven. Fla. Florida, under the Act of March 3, 1879. Number


Freight Rates To Be Cut

Reduction of 25% in Southeastern Markets


And
Although official coiifi iation from the
P railroads was lacking when The News went to
press, it appears certain that Florida citrus
growers will be granted a material reduction
in freight rates on citrus to both southeastern
and northeastern markets.
S An announcement of the reduction published
by The Tampa Sunday Tribune, was made by
-" Senator J. J. Parrish, chairman of a group of
SClearing House shippers and other marketing
agency officials who have conferred recently
with railroad representatives. The reduction
in rates, according to Senator Parrish, is ex-
r pected to amount to 18 percent in the eastern
markets and 25 percent in the southeastern
states. A minimum load of 444 boxes (instead
Sof the present 360) is mentioned as a require-
ment for eastern shipments,'and a minimum of
384 boxes is required for southeastern desti-
nations.
The special committee of Clearing House
shippers, with several outside marketing
agency representatives, began negotiations
with the railroads several weeks ago. No pub-
licity had been given out by the Clearing
SHouse, although members have been confident
for some time that the rate reduction would
f become effective, for it was felt that premature
statements would have been unfair to the rail-
S: roads who were cooperating. The announce-
Sment, as published in The Tribune, is as fol-
lows:
A 25 percent reduction in freight rates on
Florida citrus to the southeast territory has
been approved by the railroads together with
an 18 percent reduction in rates from Atlantic
SCoast Line and Seaboard Air Line territory to
New York and Boston.
Announcement of the reduction, which is
expected to be published in short order form
by the Interstate Commerce Commission with-
in the next few days, was announced Saturday
by Senator J. J. Parrish, at Titusville, who was
chairman of a joint conference of railway
executives and shippers at Jacksonville De-
cember 10.
At the Jacksonville conference shippers
pointed out that trucks now are taking the
business from the roads in southeast territory
and that a cut in rates to New York was neces-
sary to meet water competition.
Just when the new rates will be made ef-


18/ in Northeastern Appears Certain
fective Senator Parrish was not able to say. railway
But he told The Tribune he figured they would with citI
be made operative right after the first of the tion in
year. To the citrus industry as a whole the Senator
news of the cut was the biggest Christmas gift under ac
that ever fell into its lap. now are
All the roads over which shipments originat- 18 perce
ing in Florida are to be handled at the lower kets. A
rate will participate. The Florida East Coast took up
Railway, while agreeing to the reduction for necting 1
the southeast, has not announced a cut in ship- of 18 pe
ments to eastern ports, although it is under- the car i
stood it will come in later on an equal footing heretofo
with the Seaboard and Coast Line. rate redi
COOPERATE WITH SHIPPERS car inste
Senator Parrish, speaking as chairman of the part. Tl
conference, gave The Tribune the details of Philadel
the new setup and declared it was a splendid well as t
thing on the part of the carriers to meet the "For t
situation, and that they had joined whole- the road
heartedly in a step which was of vital help to cent, wil
the fruit growing industry of Florida. from all
"At the Jacksonville meeting attended by


executives and men actively identified
us shipments the matter of a reduc-
rates was taken up and discussed,"
Parrish said. "The railroads took it
Ivisement. Today they reported they
ready to put into effect a reduction of
nt of citrus shipments to eastern mar-
fter our conference the executives
the question with executives of con-
ines and obtained an all-rail reduction
recent at a minimum of 444 boxes to
instead of a minimum of 360 boxes as
re. In other words, we are to get'a.
uctiop and are to load 444 boxes to a
ad of 360. Certainly, we can do our
ie rate so established is to apply to
phia, Baltimore and Washington as
o New York and Boston.
;he southeast territory, designated by
s, there will be a reduction of 25 per-
th a minimum carload of 384 boxes,
point in Florida to points as far as
(Continued on Page Five)


Hold Your Cannery Fruit for 40 Cents!

Effort Made to Set a Minimum Price


Prospects at last have appeared for stabiliz-
ing the chaotic price situation existing on can-
nery grade grapefruit and fruit purchased by
truckers.
Indication of the prospect of the establish-
ment of a minimum price for cannery and
truck fruit followed a meeting of committees
from the Clearing House Committee of Fifty
and the Exchange association presidents held
at the Clearing House Dec. 22. Although there
appears little chance of making such a state-
wide movement legally possible, members of
these two groups declared that a universal at-
tempt to enforce a minimum price level could
not succeed unless individual growers could
feel assured that other growers were co-oper-
ating with them.
A MORAL OBLIGATION
Placing the matter upon a moral ground
wherein the individual grower can do either the
right thing or the wrong thing toward his fel-
low grower is the most practicable way of ob-


training results, the committee members said.
Ignorance of what the other growers or ship-
pers are quoting, it was thought, has been the
cause of most of the trouble. With a minimum
price established, and growers and shippers all
over the state so advised, it is felt that the
agreement will be just as effective as though it
is legally binding.
The meeting at the Clearing House Dec. 22
was the outcome of two previous meetings at
which the canneiy and truck fruit question
had been brought up. At a meeting of shipper
members of the Clearing House Dec. 11 the
question of a state-wide price level received
its initial action. At this meeting Clearing
House shippers expressed the opinion that a
minimum price level of 50c per box should be
established throughout the state. Several days
later members of the Exchange association
presidents at a meeting held in Davenport also
decided that a minimum price level should be
(Continued on Page Five)


1 .





Page 2 FLORIDA CLEARING HOUSE NEWS


Committee of Fifty Department


Report of

Educational Committee

At the meeting of the Committee of Fifty,
held Dec. 9, at Wauchula, the undersigned
members comprising the educational and pub-
licity committee, were authorized to analyze
and answer the nine conditions presented the
Clearing House by the Florida Citrus Exchange
as prerequisite to the return of the Exchange
to the Clearing House ranks.
The committee members have gone into
this question carefully and are herewith sub-
mitting our findings and answer to each of the
nine conditions outlined by the Exchange. Our
report is as follows:

EXCHANGE NINE CONDITIONS
CONDITION 1
"Provide for the expenditure of not less
than 4c per box on all fruit handled by all
shippers affiliated or working with the Clear-
ing House for advertising the health value of
Florida citrus fruit under shippers' own
brand or trademark, in markets designated
by him, but under the supervision of an ad-
vertising manager employed by the Clearing
House, and a committee of three selected by
the Board of Directors of the Clearing
House. (Our reason for this recommenda-
tion is that in our opinion this form of ad-
vertising would increase demand and that
demand would influence prices.)"
The Committee of Fifty heartily endorses a
four-cent advertising retain and is confident
that this assessment levied on 'every box of
fruit would create a fund, which if expended
wisely in stimulating demand for Florida cit-
rus fruit, would prove a decidedly profitable
investment.
Our committee has always contended that
intelligent, extensive, and continued advertis-
ing is one of the great needs of the industry.
Consumers must be secured, new markets must
be developed, and wider distribution both at
home and abroad must be obtained. In our
citrus industry, where the annual volume is in
a large measure subject to seasonal conditions
and cannot be controlled to match consumer
demand, consumer demand must be stimulated
to match annual production and the Exchange
Board is to be complimented in its claim for a
four-cent advertising retain. However, the
committee does not agree that each individual
brand or trademark should be advertised sepa-
rately or placed in expensive and needless com-
petition. Follow this idea of brand advertising
to its logical conclusion and each of the one
hundred or more Exchange associations would
have a separate advertising program calling at-
tention to its own individual brand. Everyone
sees how absurd and wasteful it would be for
the individual Exchange houses to engage in
advertising their separate brands in expensive
and unbusiness-like competition with each
other. Then would it not be equally wasteful
and absurd to advertise all otherFlorida brands
in competition with each other? Of course it
would.
The Exchange has wisely united all of its
many brands in a co-operative advertising pro-
gram under the name Sealdsweet, and the Com-
mittee of Fifty urges an extension of this idea


in which the citrus industry of the state would
unitedly advertise under a common trade name,
thus abolishing the competition of Florida fruit
with Florida fruit.
Brands add nothing tp nor take anything
from the quality of the fruit. You might work
from now until doomsday changing labels on a
box of fruit and the quality of the fruit would
not be improved or impaired one iota by the
coloring or wording of any label used. Florida
fruit has quality because it grows in Florida
and not because it has a pretty picture on the
end of the box.
Standardize the grade and pack (this means
the end of our newly developed practice of
shipping into market by truck and bulk car,
fruit that should be in the cull pile) and then
with a quality product in hand unite it in an
extensive merchandising effort and watch it
take its proper and profitable place in the
world's markets.
This committee believes in and will always
work for a united cooperative advertising pro-
gram, being fully convinced that it is essential
to the prosperity of the grower. To put Florida
fruit in competition with Florida fruit by the
advertising of a multitude of meaningless
brands would, in the opinion of the Committee,
be a wasteful, unproductive squandering of the
growers' money.
Under this united advertising of Florida
fruit the Exchange could still use its Seald-
sweet trademark to advantage. The United
States Department of Commerce reporting its
findings on the subject that we are discussing
says: "Where companies within the Associa-
tion are large and financially strong, the back-
ground created by the association advertising
adds to the profitableness of their own activi-
ties."
CONDITION 2
"Compile and disseminate market infor-
mation to shipper members at their option.
The compilation to be paid for by the Clear-
ing House and the dissemination to be paid
for by those shippers asking for and receiv-
ing it."
The Clearing House exists and functions for
the benefit of the individual grower. Market
information is distributed for the guidance
(not the benefit) of the shipper member, in
order that he may be better fitted to give max-
imum service to the growers whose fruit he
handles, and any curtailment of the distribu-
tion of full market information would be harm-
ful to the best interests of the grower mem-
bers. The Clearing House exists to aid and im-
prove an industry and the desired results can
only be obtained when the fullest market in-
formation is received and and intelligently
used by all.
Each shipper member of the Clearing House
has placed on his desk every morning by mail a
full report of the previous day's market hap-
penings and those shippers who wish any part
of the information by wire the same afternoon
it is received by the Clearing House may have
it by paying the required charges.
CONDITION 3
"Inspection. In view of the Federal Mar-
keting Act, enacted for the protection of
buyers and of the advertising proposed
above, together with the fact that some ship-


pers think it advisable to grade above U. S.
Government Standard grades; that it be op-
tional with shippers to take either Clearing
House, Government, or their own inspection
and pay for what each receives."
This cannot be answered better than by quot-
ing Mr. C. C. Commander, general manager of
the Florida Citrus Exchange, in his letter to
Mr. V. B. Newton, discussing Clearing House
essentials and dated July 28, 1927.
"Standardization of grade and pack. This is
the FIRST ESSENTIAL to the success of the
effort under consideration. Without a stand-
ardized product controlled sales are impossi-
ble." Can it be possible that the Exchange
Board of Directors voted favoring the abolish-
ment of a standardization program "essential
to success" and "without which controlled sales
are impossible"?
Again quoting Mr. Comamnder: "Standardi-
zation of grade and pack so that the confidence
of the trade and the consumer may be gained
and held, is an absolute essential." Essential to
what? Essential to the profitable marketing of
the grower's fruit. Can it be that a group of
men supposedly guarding the best interests of
the growers would advocate the elimination of
this important Clearing House function which
Mr. Commander declares "ESSENTIAL" and
permit every shipper to grade fruit according
to his own individual ideas or choice? It seems
to our committee that some mistake has been
made in the insertion of this condition which
so very obviously is a suggested step backward,
when we need so much to go forward.
CONDITION 4
"Predicated on 85 percent of the state vol-
ume of citrus fruit being tied into such an
organization, which volume is regarded as
necessary to insure the results sought, and
particularly the advertising needed to in-
crease demand, the Clearing House should
handle all matters of policy affecting mu-
tually all interests."
While it is true that increased volume under
control makes possible more effective service,
it is also true that basic principles are right or
wrong regardless of the support that they re-
ceive, and if right and efficiently and honestly
maintained are entitled to and should have en-
couragement and backing.
If the individual grower demanded an 85
percent control of volume or even half of that
as a prerequisite to his joining the Florida Cit-
rus Exchange, the growth of that organization
would be at a speedy end.
The Clearing House principles if given full
support are of inestimable value to the indus-
try, and are worthy the loyal co-operation of
all growers and shippers in the industry. Why
say "Let George do it"?
CONDITION 5
"Proration of shipments on basis of actual
holdings as evidenced by signed contracts,
and distribution on same basis."
What did the Exchange hope to accomplish
by this demand?
Nearly all of the shipper members of the
Clearing House are large growers by owner-
ship and lease and have a distinctly grower
viewpoint. Those who add to their tonnage
throughout the season by direct purchase or
marketing contract could not remain Clearing


December 25, 1931





FLORIDA CLEARING HOUSE NEWS


House members under this suggested require-
ment; it would put them out of business.
These shippers remain in business by will of
the growers who patronize them, and who pat-
ronize them because they find the service ac-
ceptable. These men engaged in legitimate
business would, under this fifth demand, be
compelled to withdraw from Clearing House
membership, and without their membership the
purpose of the Clearing House to unite the in-
dustry would fail.
The unavoidable conclusion is, that Article
Five of the Exchange demands, has as its prime
motive and intent, making it impossible for
some of the independent shippers to remain
Clearing House members, thus reducing Clear-
ing House volume to where the demands of
Article Four could not possibly be met, thus
putting out of existence the Florida Citrus
Growers Clearing House Association, the most
successful and practical effort ever made to
unite the industry in the interest of the grow-
ers.
CONDITION 6
"Determination of minium price, accord-
ing to variety, grade and size to insure to the
grower cost of production."
Will someone please tell us how this could
be accomplished when standardization has been
abolished by Article Three?
Price fixing is only possible on articles of
equal standards of value.
The reading of Articles Three and Six to-
gether reduces them both to absurdity.
Again will someone please explain how min-
imum price fixing is possible as long as tracks
between here and the market are filled with
unsold rollers in excess of market demand,
many of which find their weary unwanted way
into auction markets for which they are unsuit-
ed and where their unwelcome presence actual-
ly fixes prices at unprofitable minimums, the
effect of which is seen later in all private mar-
kets. Price fixing on unsold rollers is done at
the wrong end of the line.
CONDITION 7
"The business management definitely
placed in the Board of Directors selected by
growers, insuring the control being at all
times in the growers as contemplated in the
act under which the Clearing House is or-
granized."
No need for this demand. The business man-
agement of the Clearing House is and always
has been vested in the Board of Directors elect-
ed by direct vote of the individual grower.
CONDITION 8
"The elimination of the Operating Com-
mittee as such. (It is our belief that a sat-
isfactory operation cannot be had with dual
control.)"
The "elimination" of the Operating Com-
mittee "as such" would be a serious mistake.
The growers have in the Operating Committee
experienced fruit men, men with actual practi-
cal marketing knowledge and ability gained in
years of daily contact with the marketing prob-
lems of the industry.
The advice and direction of these men has
in the past three years prevented many possi-
ble losses and unfortunate mistakes that would
have been made had the growers themselves,
who have no training in the technique of mar-
keting perishables, attempted to direct this
important part of the Clearing House work.


There has been a revival of long-ago trans-
portation of citrus fruit on the St. Johns River.
The service, inaugurated early this month by
the St. Johns River Transportation Company
between Sanford and Jacksonville, promises to
prove popular with citrus fruit shipments des-
tined to leave Jacksonville by boat.
The above pictures show "The City of San-
ford," one of the two boats which are being


In the Operating Committee the growers have
the benefit of the composite experience and
judgment of the best fruit brains in the state,
and have it without cost as this committee re-
ceives no compensation for its valuable serv-
ices.
The Operating Committee does not not me-
nace but really protects the best interests of
the grower and is at all times subject to the
will of the grower-elected Board of Directors
who are elected by direct individual vote of the
grower members.
CONDITION 9
"Restricting the activities of the Clearing
House to these things enumerated or mutual-
ly agreed upon."
That word "restricted" has been well chosen,
because the adoption of the previous eight de-
mands as a rule of conduct for the Clearing
House would so restrict it, that it would be
without value to the industry. Restrict it, of
course. So limit its operations and usefulness
that it would speedily sink into a dishonored
grave carrying with it the hope and aspirations
of the growers (most of them members of the
Exchange associations) who labored to create
it and who saw in it the only possible immediate
relief from the ills of disorganization.
These nine narrow-guage demands belong
to an age that is past and gone in Florida. What
we need now is leadership of broad vision who
can view the situation from an industry stand-
point with eyes unclouded by the fogs of per-
sonal and organization selfishness.
Signed, Educational Committee
James C Morton, Chairman
H. C. Chase
Dr. James Harris
T. C. Bottom
N. H. Vissering.


operated on the river. The picture above is a
glimpse of the hold which was rapidly being
filled with citrus fruit when the photographer
happened along. This boat is 140 feet long and
has a capacity of 400 tons and can handle 7500
boxes of citrus fruit at one loading. It has
handled as many as 6100 boxes at one time.
Operators of the line declare they expect to
handle over half a million boxes of citrus fruit
this year.


Fly-Loss Committee Calls

Upon Congressional Group
Members of the Florida Growers' Reimburse-
ment Committee conferred with members of
the Florida delegation in Congress in Wash-
ington the middle of the month on the status
of the Mediterranean fruit fly loss appropria-
tion. Favorable action by Congress on the
matter will mean the appointment of a board
by that body to determine the extent of dam-
ages for which growers may expect reimburse-
ment.
The bill for reimbursement was introduced
in the Senate by Senator Park Trammell and
subsequently introduced in the Lower House
by Representative Ruth Bryan Owen.
Members of the Florida committee who went
to Washington this month are W. J. Howey,
chairman; H. C. Babcock, secretary; Fred W.
Davis, H. L. Frost, A. M. Tilden and C. D.
Walker. This committee, organized a year ago,
has been hard at work during the twelve
months in obtaining claims for compensation
and generally working up the case to be pre-
sented to Congress. No guarantees for pay-
ment of compensation is being made by the
committee, but no stone is being left unturned
in the effort to obtain it.
Up to Dec. 1, the committee has received
6,017 claims from growers, the amount of the
claims closely approximating $7,500,000. The
committee urges all growers who suffered
losses during the fly campaign, and who have
not as yet filed their claims, to do so at once.
Blanks for claims may be obtained from Mr.
H. C. Babcock, secretary, at Orlando.

An indoor sport-picking out accurately a
true pineapple orange. Can you?


"BY LAND AND BY SEA"


December 25. 1931


Page 3





Page 4 FI

FLORIDA

CLEARING HOUSE

NEWS
CLEARING HOUSE PURPOSES
Co-ordinating members' activities for orderely control
of distribution.
Controlling supplies at key markets.
Disseminating marketing information.
Standardizing grade and pack through impartial in-
spection service.
Increasing consumer demand by advertising and pub-
licity.
Securing best freight rates and transportation
services.
Developing mutual interests of, and better under-
standing among growers and shippers.
Maintaining representation of industry in all matters
of common welfare.
DIRECTORS
E. C. AURIN ........ .Ft. Ogden
J. C. CHASE . . . . Winter Park
O. F. GARDNER . . ... Lake Placid
W. J. HOWEY . . .. .Howey in the Hills
L. P. KIRKLAND . . . . Auburndale
J. H. LETTON . . . . .. Valrieo
E. C. McLEAN . . . . .. Palmetto
M. O. OVERSTREET . . ... Orlando
S. J. SLIGH ... .. .. .. Orlando
A. M. TILDEN . . ... Winter Haven
A. R. TRAFFORD. . . . . Cocoa
E. H. WILLIAMS . .. ... Crescent City
R. B. WOOLFOLK . . . .. Orlando

Anti-Florida and
Pro-California
There are in this state, unfortun-
ately, a few individuals who seem to
obtain considerable pleasure in belit-
tling Florida and holding up California
and the California orange grower at
the expense of Florida. Why there
should be such an attitude is difficult
to fathom, for there is no truthful basis
for assertions, such as for instance, that
California citrus growers last year re-
ceived eight times as much for their
fruit as did Florida growers.
This last is a statement recently
made by a newspaper reader in the
state, in a letter to the paper which the
paper reprinted. In brief, this individ-
ual asserted that Florida growers last
season netted $89 a car for their fruit
while California growers received $726
-more than eight times as much. Let's
analyze the statement:
First of all, the comparison is un-
equal; the estimated net return for
Florida fruit, after deducting picking,
hauling, packing, transportation and
marketing as well as production cost,
is compared with so-called net returns
to California growers, where only
transportation charges have been de-
ducted. To make a true comparison,
picking, hauling, packing and market-
ing, as well as production cost, must
come off the California figure. The
comparison becomes ridiculous when it
is realized that Florida returns are fig-
ured on only 360 boxes to the car as
against 462 boxes in California.
California started selling its new
crop oranges in the various auction
markets last year during the week end-
ing Nov. 21. Prior to that time they had
been selling the previous season's crop
of old valencias.


ORIDA CLEARING HOUSE NEWS

During the period the two states
were openly competing with each other
in the auction markets, California re-
ceived just 7 cents a box more than
Florida did. Using their own official
average figures for five years, as pub-
lished by the California Citrus League,
and deducting $3.62, which they state
is the average total expense, including
production, picking, hauling, packing,
marketing and transportation through
to the auction, it will be found that Cal-
ifornia oranges netted the grower 15c
red ink as compared with a net return
to Florida growers of 33c over cost of
production and all other expenses. This
is a difference in favor of Florida of
48c per box. In other words, an open
comparison between the public auction
records of the two states during the
time both states were competing in the
market shows that the Florida grower
earned a little over twice as much as
the California grower lost.


Orange Festival To Be
"Bigger 'n' Better"
Plans for the fourth annual Florida
Orange Festival, to be held in Winter
Haven, Jan. 26 to Jan. 30 inclusive, are
rapidly rounding in shape, according
to festival officials.
Citrus again will dominate the agri-
cultural exhibits and various by-pro-
ducts concerns will have exhibits of an
interesting and educational character.
Most of the festival exhibition halls
will be devoted to citrus exhibits in-
stalled by various marketing agencies
in the state.
The program for the week, in brief,
is as follows:
Tuesday (opening day), School day.
Wednesday, Governor's day.
Thursday, All States and Tourist
day.
Friday, Florida Growers' day.
Saturday, American Legion day.
Plenty of amusement and entertain-
ment features have been provided for
the week to supplement the serious
side of the festival, with everything
possible to be done which will be help-
ful to the Florida citrus grower, and to
attract the attention and interest of the
thousands of tourists who will be in the
state at that time.


Do Your Bit!
If you want to help establish a minimum
price of 40c a box for cannery grade grape-
fruit or fruit sold to truckers, sign the form
on page five and mail it in to the Florida
Clearing House News at Winter Haven.
Only by every grower and shipper in the
state working together can such a move be
successful. The canners and truckers them-
selves, as well as the growers, are at a dis-
advantage under existing conditions and are
heartily in favor of a uniform minimum
price. If they are willing, the grower indi-
vidually certainly should be. Do your part,
sign the agreement form, live up to it and
see to it that your neighbor does likewise.


December 25, 1931

Here's Where California
Gives Us Competition
Established food habits play an important
part in determining the distribution of farm
products, according to the Agricultural Depart-
ment of the Los Angeles Chamber of Com-
merce, reporting results of a market outlets
survey.
It was found that 38 percent of southern Cal-
ifornia's citrus crop is consumed in the north
and central Atlantic Coast states where this
product was first strongly established thirty
years ago. Southern states take but 3 percent
of this crop, due to the domination of Florida
citrus growers in its principal markets. The
middle-west consumes 15 percent of southern
California orange and lemon crops.
I I


in the Hands of


The Dealer




An Indian River Packer whose brand
is a favorite in the New York and Boston
auctions says that "the important ele-
ment in the use of Brogdex is that it
provides protection to the dealer."
This packer considers dealer satisfac-
tion as the paramount issue and disre-
gards all other benefits that accrue, his
only concern being that the dealer will
get fruit that has better appearance and
longer keeping time.
The favorable market attitude toward
Brogdex has come about because dealers
have found that Brogdexed fruit will stay
sound, plump, fresh and live looking long
enough to permit of sale before any evi-
dence of decay or shrinkage shows up.
The average price paid for Brogdexed
fruit in the various auctions reflects deal-
er preference and well justifies the small
service charge for the treatment.
Pack your fruit the Brogdex way and
identify it with the familiar Brogdex
trade mark-it is the recognized sign of
a better product.




Florida Brogdex
Distributors, Inc.
B. C. SKINNER, Pres.
Dunedin, Florida.





FLORIDA CLEARING \ZW HOUSE NEWS


Hold Your Cannery Fruit

For Forty Cents!
(Continued from Page One)
established if possible. Members of this last-
named group expressed themselves as in favor
of a forty cent minimum.
7000 CARS LESS TO SHIP
Discussion of the problem at the Dec. 22
meeting brought out the point that this year's
grapefruit market, from a statistical stand-
point, is far stronger than was the case a year
ago. Figures based on recent estimates of the
crop show that there are 7000 fewer cars of
grapefruit in the state remaining to be shipped
from now on than was moved last season from
the same day on. A united effort by all elements
in the industry, it was pointed out, can do much
to take advantage of this favorable situation
and effect a genuine stabilization of prices for
the cannery and truck trade. It is felt that
stabilization of these prices will be an advant-
age to-the canners and truckers as well as to
the growers in that the canners and truckers
themselves are placed at a disadvantage when
unable to buy their supplies with some intelli-
gence as to price.
A resolution passed by the Committee of
Fifty and Association Presidents summarizes
their action and the existing situation. The
resolution reads as follows:
RESOLUTION
"Whereas, it is the opinion of the Commit-
tee of Fifty, of the Association of Exchange
Presidents, and all of the citrus marketing
agencies of the State of Florida, that the re-
cent crop figures, indicating over seven thous-
and less cars of grapefruit to move from this
time forward than were moved during the simi-
lar period last year, show that the market
should, statistically speaking, be much stronger
than at present; and it being the opinion of the
citrus industry as a whole that a united effort
by all the elements of the industry to stabilize
prices and recover lost morale is imperatively
needed, and
"WHEREAS, the shipper members of the
Clearing House on December 11, and the Asso-
ciation of Exchange Presidents on December


16, urged that action be taken in aid of the
price to be paid for cannery grade grapefruit
and truck sales, and respectively appointed
committees to work to this end, and
"WHEREAS, the joint committee of the
Committee of Fifty and Exchange Presidents
in a joint meeting in Winter Haven on this,
the 22nd day of December, 1931, have care-
fully considered these matters, *
"NOW, THEREFORE, BE IT RESOLVED,
that all citrus growers be urged to join in sign-
ing the following agreement:
"'We, the undersigned citrus growers, do
hereby agree that we will not sell any grape-
fruit whatsoever, including drops, to any can-
nery or truck buyer, for less than forty cents
(40c) per standard field box, f. o. b. packing
house or grove, from now until the end of the
1931-32 citrus fruit season.'
"BE IT FURTHER RESOLVED, that the
press of the State be requested to give this
resolution publicity and endeavor to have the
citrus growers of the State of Florida sign this
agreement and fulfill its obligations."
ALL MUST CO-OPERATE
In order to make the plan effective and suc-
cessful, the committee announces, it will be
necessary for every grower and shipper in the
State to abide by the agreement. Every grower
in the State is to be advised through the Clear-
ing House News and the Sealdsweet Chronicle,
as well as the press of the State, of the price
agreement plan. Growers who are willing to
abide by the agreement are urged to sign the
agreement blank below and mail it in to the
Clearing House as an indication of their inten-
tion. The plan will be successful only in the
degree to which it is subscribed. Public senti-
ment it is felt, like the proverbial snow ball,
has reached the point where the individual vio-
lating the agreement which has been made will
find himself rather unpopular with his neigh-
bor growers and shippers. Sign the agreement
form and then LIVE UP TO IT, AND SEE TO
IT THAT YOUR FELLOW GROWER AND
SHIPPER DOES LIKEWISE!

We don't think much of a certain brand of
publicity that has been issued recently. It
won't help things any.


Freight Rates To Be Cut
(Continued from Page One)
Raleigh, Winston-Salem, Asheville, Knoxville,
Harriman, Tenn.; Birmingham, Montgomery
and Mobile."
TERRITORY DESIGNATED
Senator Parrish explained that the roads had
fixed a line on the map for what it had desig-
nated as the southeast territory to which the
low rate applies. It covers a wide territory
into which citrus has been moved in great vol-
ume by truckers. It means that the roads can
get business heretofore lost and deliver to in-
terior points the finest pack out of Florida which
is handled in refrigerator cars.
The roads have asked the Interstate Com-
merce Commission to issue what is known as
the short order form so that the reduction may
be made effective immediately after New
Year's.
"The reduction has been published by the
Atlantic Coast Line and the Seaboard and their
subsidiary lines, Senator Parrish said, but no
changes in rates to eastern ports have been
made by the Florida East Coast. The latter
line, however, has agreed to the reduction for
southeast points, and is expected to join the
Seaboard and Coast Line later in the cut to
the east."
In the group representing the industry and
shippers were C. C. Commander, speaking for
the citrus exchange; S. J. Sligh, Orlando; L.
Maxcy, Frostproof; R. B. Woolfolk, Orlando;
L. Gentile, Orlando; J. M. York, Arcadia; John
S. Taylor, Largo; A. S. Furlong, Leesburg;
R. D. Keene, Eustis; A. C. Wells, Arcadia, and
J. J. Parrish, Titusville, the latter being chair-
man.
There was an intimation that boat lines from
Jacksonville to the East would oppose approval
of the reduction by the Interstate Commerce
Committee, and failing they might go ahead
and make reductions of their own. No state-
ment, however, was forthcoming from them.

Fair One (at a dance): "You're from the
far north, aren't you?"
He: "Why, no. What made you think so?"
She: "You dance like you had snowshoes
on."


(Tear Off Here)


Cannery Fruit Price Agreement


(Postoffice)


(Date)


Florida Clearing House News, Winter Haven, Florida

We, the undersigned citrus growers, do hereby agree that we will not sell any grapefruit

whatsoever, including drops, to any cannery or truck buyer, for less than forty cents (40c) per

standard field box, f.o.b. packing house or grove, from now until the end of the 1931-32 citrus


fruit season.


Signed

Post Office

County
(Sign and Mail Above to: Florida Clearing House News, Winter Haven, Florida)


I93-


December 25, 1931


Page 5





Page 6 FLORIDA CLEARING ( HOUSE NEWS


Plant Food, Not Pruning,

Need of Weakened Citrus
Plant food and not pruning is the need of
citrus trees that have been injured by the
drouth. "Lock up the pruning equipment and
unlock the fertilizer bins," says E. F. DeBusk,
citriculturist with the Florida Agricultural Ex-
tension Service.
"Trees that have been weakened will nz-
turally produce dead wood. Pruning this off
before they have had time to recover will only
weaken them more. Allowing the dead wood to
remain on the trees has not been proven to
cause further dying back except in rare cases
of wood-rot fungi. On the other hand, prun-
ing where there is disease simply opens up
new wounds for it. The weakened tree is a
poor fighter against these diseases.
"Where a crop of fruit cannot be expected
next year, pruning should not be done until
after the trees have put on new growth and are
well along toward recovery. Where they are
only slightly damaged, pruning out dead twigs
just before the spring flush of growth will re-
duce the possibility of melanose damage.
"A liberal supply of bulky organic matter
cannot be over-emphasized. The fertilizer
should be applied on this mulch.
"The drouth has greatly reduced the num-
ber of small rootlets. Others have developed
at lower depths since they could get air through
the dry soil. When the soil is wetted air will
be excluded from the lower rootlets, and others
will sprout nearer the surface. Deep cultiva-
tion will destroy these roots, and should not be
permitted."
Briefly stated, Mr. DeBusk said, "Feed 'em
and leave 'em alone."


Depreciation Should Be

Taken In Filing Income
Don't forget to take advantage of the depre-
ciation allowable on your grove cost when you
make out your income tax return.
The Clearing House has just been reminded
by A. Gilbert Lester, accountant for the Clear-
ing House, of this point. The Government al-
lows a citrus grower 3 percent depreciation on
the cost of the grove-exclusive of the cost of
the land-in preparing his income tax return.
Should a grove owner fail to take advantage
of this depreciation allowed by the Government
and later sells his property, the Government
will consider that depreciation as having been
taken each year whether it was or not. The
result of this will be that the cost of the grove
sold will be decreased by the amount of depre-
ciation allowed. Obviously, this increases the
profit on a sale proportionately.
According to the office of collector of inter-
nal revenue, Jacksonville, "The rate of depre-
ciation on property is entirely a matter of fact
to be established by the tax payer and no set
rates are allowed by the Government." In spite
of a ruling of the U. S. Board of Tax Appeals
several years ago, in which it was agreed that
the average producing life of an orange grove
was thirty years, each case must be considered
strictly on its own merits.


Trucks Hauling 15 Per Cent

Of Fruits and Vegetables
Motor trucks are hauling approximately 15
percent of the total shipments of fresh fruits
and vegetables transported twenty miles or
more to market, according to the Bureau of
Agricultural Economics, U. S. Department of
Agriculture.
Twenty-mile shipments in 1929 are esti-
mated by the bureau at between 150,000 to
200,000 cars, compared with 1,068,745 cars
transported by rail and boat lines. This rep-
resents a large percentage increase in motor
truck hauls in recent years, but rail and boat
shipments have practically doubled in the last
ten years. On a mileage basis, says the bureau,
the percentage of motor truck to total ship-
ments is much less than 15 percent because of
the longer average haul by railroads.
The survey reveals that in areas covered by
the bureau's inquiry, motor truck hauls ranged
from 2 to 92 percent of shipments twenty miles
or more in those areas in 1928-the high figure
for Connecticut. The study shows that in im-
portant producing areas remote from large
markets-Florida, southern Texas, California,
Northwestern States, and northern Maine-the
percentage of shipments hauled by motor truck
is much smaller than in some areas covered by
the survey.
The bureau investigated truck receipts on
city markets; trade and operating practices of
truckmen, farmers, truckmen carriers, truck-
men merchants, and studied the economic
aspects of shipping by truck in their effect
upon distribution and production. Some of the
conclusions of the study are:
"Trucks have expedited transportation on
short hauls, and have made distribution of
highly perishable products more direct and less
wasteful under certain conditions.
"Products most suited to long-distance trans-
portation by motor truck are the light, quickly
perishable fruits and vegetables, or those that
yield a high freight revenue and require expe-
ditious movement to market.
"Distance covered by trucks have increased;
highly perishable products are now being haul-
ed regularly as much as 400 miles, and even
greater distances in some areas."

QUARANTINE LIFTED
Other states, heretofore prohibited, may ship
citrus fruits into Florida since the State Plant
Board at a recent meeting repealed its rule
prohibiting shipments from Georgia and the
Gulf coast states. Citrus nursery stock, how-
ever, continues to be excluded from all states
and countries.
This quarantine was placed in effect by the
Board in 1915 at a time when citrus canker oc-
curred in most of the Gulf states.


Citrus Grove
Accountants and Income
Tax Specialists
Certified Public Accountant

A. Gilbert Lester & Co.
Taylor Building
WINTER HAVEN, FLA.


"Rainy Day"


Foresight



SAVING during a"rainy day"
is as important as saving for a
rainy day. This is particularly
true in regard to our citrus
plantings.


TAKING advantage of exist-
ing conditions is true foresight.
If you have been tempted to
postpone planting new acre-
age, it will pay you to consider
these facts:

Grove labor expense
is a third lower. Raw
citrus land is a fourth
of what it was. The
cost of trees has been
cut practically in half.


THIS combination of circum-
stances may never be repeated.
With the return of normal times
these expenses will regain their
former level, and your present
opportunity will be gone.


THE high quality and low cost
of GLEN GROWN TREES will
enable you to benefit by exist-
ing conditions. Plant now and
you plant economically!








Sen paint (lar

Nurseries C9o.


TAMPA


WINTER HAVEN
ORLANDO


December 25, 1931




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