Title: Florida clearing house news ..
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Permanent Link: http://ufdc.ufl.edu/UF00086639/00082
 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: February 25, 1932
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: VID00082
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
TJ 7. r;-It. of o ^C
LWashino, D.C. .,
Washington, D.C.


r


rirnurn


: CLEARING


CLEARING


RECEIVE EI U.S. Postage
A AR b- 1c. Paid
F A Winter Haven, Fla.
Permit No. 1
U.S& Departmot fA


HOUSE


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


NEWS


Official
FLORIDA
CLEARING


Publication of the
CITRUS GROWERS
HOUSE ASSOCIATION


$2.00 a Year Published Semi-monthly by the Florida Cit- Entered as second-class matter August 31, Volume IV
10 Cents a Copy rus Growers Clearing House Association. FEBRUARY 25, 1932 1928, at the Dostoffice at Winter Haven, m
10 n a C y DeWitt Taylor Bldg., Winter Haven, Fla. Florida, under the Act of March 3, 1879. Number 10


Joint Advertising Program Is Launched

Clearing House, Exchange and Several Other
.. Agencies Unite in Move to Help Grapefruit


The fight to counteract the effect of the de-
pression, and other factors which have tended
to pull the grapefruit market down into red
ink, has at last begun in earnest. An emer-
agency advertising campaign sponsored and
financed by what it is hoped may prove to be
between 75 percent and 80 percent of the in-
dustry is the weapon which has been selected
to win Florida's major marketing battle of the
current season.
TO COVER BIG MARKETS
SRepresented in this movement are the Clear-
ing House members, the Florida Citrus Ex-
change, and several marketing agencies not
members of either of these organizations,
whose names will be announced later when all
have had time enough to decide. A series of
meetings attended by representatives of the
various groups interested have been held this
Month at which ways and means of improving
the grapefruit market have been studied. The
emergency grapefruit advertising campaign,
representing an outlay of $40,000 equally di-
vided between the Clearing House and the Ex-
change, which is to be launched immediately
will go into the principal markets of the north-
,east and middle west by means of newspapers
and radio.
Ordinarily advertising should be done over
a considerable length of time, its value being
primarily in the frequent repetition of the sales
message. Florida's emergency campaign, how-
ever, due to both lack of funds and to short-
e ness of time, must be handled in such a way
that the attention of the consumer and the en-
thusiasm of the trade will be aroused immedi-
ately. For this reason it has been decided to
open the campaign with large sized advertise-
ments in the newspapers of the more important
cities following this with other advertisements
during the next four weeks, all being supple-
mented by spot radio announcements over a
number of local broadcasting stations in the
same markets.
Advertising will be in the market pages of
newspapers in the larger consuming centers
the first week in March and will therefore ap-
a ply to shipments originating as this issue of
the News goes to press. The details of the ad-
vertising campaign are being worked out by
Sthe specially authorized committee composed
of Messrs. R. B. Woolfolk and W. H. Mouser


of the Clearing House, and John Moscrip and
E. E. Patterson of the Exchange. N. W. Ayer
& Son, advertising agency for the Clearing
House, has the general plan already outlined
and copy prepared for the first three issues.
"MIRACLE" NOT EXPECTED
No "miraculous" results are expected from
the effort, but officials of both the Clearing
House and the Exchange, as well as many
others, are confident that the market level not
only can be prevented from declining further,
but that the price can be raised far more than
enough to cover the cost of the campaign. Con-
ferences between the Clearing House and the
Exchange group repeatedly brought forth the
expression that the state certainly can hope
for no improvement in the grapefruit market
if nothing is done to better it. Grapefruit
prices during the past month have been hover-
ing below or slightly above the red ink margin
and unless something is done to stimulate con-
sumer demand it is felt that there is no reason
to expect any change in the situation that has
prevailed.
Curtailment of grapefruit supplies does not
seem to be the entire solution to the grapefruit


market problem. A "picking holiday" tried out
some two weeks ago helped materially in re-
ducing the volume of fruit moved from the
state. Prices even climbed a little. But it is
felt that a real effective control of supplies
where prorating is entirely voluntary and with-
out authority through one organization, is
practically impossible to achieve. In addition
to this, shipment figures for a year ago show
that the country was consuming (at a better
price than is being paid this year) one-third
again as much grapefruit as it is taking this
season. There seems to be little difference in
the financial condition of the buying public
this year over what it was a year ago. Hence
it is assumed that this year's low prices are to a
considerable extent the result of competition
from other food products.
SEEK CONTROL OF SUPPLIES
Summing up the results of the recent joint
conferences, the representatives of the organ-
izations attending were all agreed that it would
be better to combine a reasonable control of
supplies along with the consumer advertising
campaign.
(Continued on Page Four)


Committee of Fifty to Nominate

New Clearing House Directorate


A call for attendance of every member of
the Committee of Fifty has been issued for the
next meeting of that group which will be held
in Winter Haven, Tuesday, March 8. At this
meeting members of the Committee of Fifty
will place in nomination the names of the men
who will serve as directors of the Clearing
House during the coming year. The election,
as provided for in the Charter and By-Laws of
the Clearing House, will be held on the first
Tuesday in April, which this year falls on the
fifth of the month.
Every member of the Committee of Fifty is
expected to attend this meeting and to give
serious consideration to the men to be nomi-
nated. The Charter and By-Laws provide for
the nomination by the Committee of Fifty of
the eleven growers who will serve as directors.
Members of the Committee of Fifty in each


district will, at the March 8 meeting, nominate
three growers from their respective district,
one of whom will be elected by the growers re-
siding in that district. In that there are seven
districts there will be twenty-one district nom-
inees, as they are called, from among whom
will be elected seven directors, each to serve
from his respective district. In addition to the
seven district directors the Committee of Fifty
will nominate eight other growers, four of
whom will be voted upon by the grower mem-
bership to serve from the state-at-large, thus
making up a directorate of eleven members.
The By-Laws provide also that additional
nominations may be made by growers upon
petition to the present Board of Directors.
Seventy-five growers in any district may place
in nomination any grower, or growers, by filing
(Continued on Page Five)


b





"age 2 FLORIDA CLEARING ( HOUSE NEWS


Committee of 1
(Articles under this heading are prepared and published in the News by the
Educational Committee of the Committee of Fifty. Through this department
members of the Committee of Fifty hope to maintain closer relations with the

Said the bald-headed man
as the barber was shaving
him, "My problem is not pro- Make
duction but faulty distribu-
tion."
When the cav
So it is with our citrus in- On his little b:
dustry our problem is not He was telling
production but faulty and un- He was making
controlled distribution! And it's rather
He was trying
As the industry grows, as To dispose of,
new citrus producing areas And get somet
begin marketing, as new When the next
means and methods of trans- On his little bi
portation come into use, the He was putting
problem becomes more and In a different k
more complicated and intri- AHnd it's rath
cate; it d e m a n d s greater The healthful
study and must have contin- To the membe;
ued change and adaptation
of the old system to meet new With an elee
requirements. But they make
Whether shipments are For the modern
And it's rather
made by rail, steamship, or As we imitate
truck, matters little, if behind Tomorrow's gr
it all there is a united pro- Will be higher
gram of intelligently and ef- -Apolog
ficiently directed distribu-
tion, a united, business-like
program and modern adver-
tising, directing the attention
of the people to the superior
and healthful qualities of Florida citrus fruit, and a
united program of standardization that will insure
the shipment of only such fruit as will prove the
truthfulness of the advertisements.
That was the opinion of this committee four years
ago. It still is our opinion. It has been assailed
from many directions and in devious ways, but the
experience of four years has not shaken it; on the
contrary it has proved its truth.
Unfortunately the plan has never received fair
and complete trial but even in its limited perform-
ance, (limited by its supposed friends as well as its
opponents), its value has been clearly demonstrated.
This committee still stands for, and urgently and
earnestly advocates, a united industry program of
standardization, advertising and distribution. Spo-
radic success may occur without it but general pros-
perity never will.
In the season of 1930-31 tangerines were a sorrow
to every grower who produced them and this season
has been a continuance of last season's tangerine
griefs. Something should be done about it. Of course,
something should be done about it. Something could
be done about it. Of course, something could be done
about it.
But what shall we do?
At the last meeting of this committee, held in Mt.
Dora, February 10, the largest tangerine producer
in the state appeared before this committee to tell
what should be done for tangerines.
Was his program good? Yes.
Did the committee approve of it? Yes.


Fifty Department
thousands of other grower-members of the Clearing House and to report-their
efforts and activities to them. The Clearing House Directors and Manage-
ment accept no responsibility for what appears in this department)


It K
Advert
e man
its of
some
some
r more
to arr
say a
hing i
man
ts of c
South h
ind ol
more
to des
less of
rs of h
ements
ntary
a goo
n citrus
More
their
apefr
than
ies to


Standardization
Advertising
Controlled distribution
-but unfortunately only advertising was possible in
this emergency.
By the time this reaches you a limited advertising
program will be started. This belated advertising on
grapefruit is the joint effort of the Clearing House
members, the Florida Citrus Exchange, and a few of
the outside shippers.
View the marketing problems of this industry
from every angle possible. Ponder them deeply and
carefully and no matter what line of thought you fol-
low, or what reasoning you may apply, ultimately
you will find yourself back to
Standardization
Advertising
Controlled distribution
-as the only solution. There are other features to
the question, it is true, but these three are the basic
requirements for the industry's stability and success.
This committee is not concerned about the contin-
uance of the Clearing House because it created it,
but is concerned about the welfare of the industry
and sees in the Clearing House the only medium
through which those necessary things may be speed-
ily accomplished; and asks you to support it, not be-
cause it needs you, but because it can serve you and
you need it.


Was it something new? Why,
bless your heart, no! It was
fnown Standardization
ise) Advertising
started drawing Controlled distribution
started drawing
bone -the very things that this
ne something committee has been striving
thing known. for for years, not for tange-
than likely
tange rines only, but for all citrus.
stone axe Would it help tangerines?
n exchange. Of course it would, and it also
started writing would help oranges and
lay grapefruit if everybody came
is story along.
fway. This season the industry
than likely
;cribe watched with anxious eyes
grapefruit while grapefruit prices slip-
is tribe. ped lower and lower. The
try people calls of this committee (is-
plan sued first in the fall), that
Id example some united effort be made to
s man save the situation, met little
han likely response until the bottom was
uit market reached and something just
today's. had to be done.
author unknown. Divided groups that, like
"The Jews and the Samari-
tans had no dealings with
each other," were forced to-
gether by a crisis that should
and could have been averted.
The only complete answer that the joint confer-
ence could find to the urgent grapefruit problem
was-what?


February 25, 1932





FLORIDA CLEARING HOUSE NEWS


Freight Rates to Eastern

Markets Are Given Cut
Emergency rates on citrus fruit from Flor-
ida to eastern seaboard points, from Richmond,
Virginia, to New York and Boston, went into
effect at midnight February 21, and will con-
tinue in effect until June 15.
As an illustration of the saving offered to
the industry by these rates, the saving from
Winter Haven to New York, under the emer-
gency rate, will be 17.1c per box; to Philadel-
phia 13.5c; to Baltimore 9.9c; to Washington
7.7c; and to Richmond .9c.
MINIMUM LOAD INCREASED
These emergency rates require that cars
shall be loaded with at least 444 boxes, where-
as the regular rates apply on cars containing
only 360 boxes.
In other words, the regular rate from Win-
ter Haven to New York is 94.5c per box, and a
car may contain but 360 boxes. This would
give the railroads a revenue of $340.20. If the
emergency rate applied on a car of 360 boxes,
the railroads would receive but $278.64, or
$61.56 less than under the regular rate. To
offset this loss, the railroads are requiring at
least 444 boxes to be loaded in a car when the
new rate of 77.4c per box is taken advantage
of, giving them a revenue of $343.66, or ap-
proximately the same amount as under the
regular rate on the lower number of boxes.
From the standpoint of the railroads, their
requirement that more boxes be shipped when
the lower rate is used is very readily under-
stood.
SAVE ON ICING
In addition to the saving of 17.1c per box in
freight under the emergency rate, there is a
saving in refrigeration where cars are iced,
since the refrigeration rate is based on a cer-
tain amount per car, regardless of the number
of boxes contained in the car; and the rate per
box would be less as the number of boxes is
increased. The same situation applies on cars
which are precooled.
Buyers in the smaller markets will doubtless
continue to order the smaller cars, to avoid
overstocking their stores with such a perish-
able product, but as these sales are made large-
ly on an f.o.b. basis, growers will be uncon-
cerned in these purchases. On the other hand,
wherever it is possible to do so, shippers will
be taking advantage of the emergency rates,
saving for the growers the differences in these
rates.
Reduced rates to New York and Boston were
in effect on fruit originating with the Atlantic
Coast Line and Seaboard from Feb. 22 on. The
reduced rate to New York on fruit originating
with the Florida East Coast Railroad went into
effect Feb. 25. The Florida East Coast Rail-
road has applied for reduced rate to Boston.
These reduced rates do not apply to baskets
but do apply to other standard containers and
bulk.

Wrong Spelling
"Things that a fellow thinks don't amount
to a darn sometimes pile up a mountain of
trouble. Just the other night my wife was
working a cross-word puzzle and she looked
up and said: 'What's a female sheep?' And
I said 'ewe,' and then there was another big
war on."


Rules Governing Loans To

Farmers Announced By Hyde
The regulations governing crop production
loans in 1932 to be made by the Secretary of
Agriculture under the provision of the Recon-
struction Finance Corporation Act authorizing
the allocation of $50,000,000 fotlthese loans
have recently been made public. These regula-
tions provide that loans may be made by repre-
sentatives of the Secretary of Agriculture,
crop liens being the security for loans.
The amount of each loan will be based on
the acreage of specific crops to be planted by
the borrower in the spring of 1932 and on the
requirements of individual borrowers for sup-
plies necessary in the production of these
crops. The maximum loan to any borrower will
be $400 and the total loans to the tenants of
any land owner in any one county will be
$1,600. The interest rate in all cases will be
5 percent.
Where fertilizer is necessary for crop pro-
duction the maximum rates are $6 for all crops
except tobacco and truck crops, the rate for
tobacco being $10 and that for truck crops $20.
Not to exceed $1 per acre of loans made at any
of these rates may be used for repairs and mis-
cellaneous expenses of crop production other
than seed, fertilizer, feed for workstock and
fuel and oil for tractors.
Special provision is made for additional
loans for the purchase of materials to protect
crops from insects and plant diseases where
spraying or dusting is necessary. Fruit grow-
ers may borrow not to exceed $250 per acre
for fertilizer and spraying materials for or-
chards and vineyards. All loans for these pur-
poses are included in the limit of $400 on the
individual loan.
Loans will not be made to persons who did
not engage in farming in 1931, nor to minors.
Loans for summer following are not author-
ized. The money loaned from this appropria-
tion may not be used for the purchase of live-
stock, the feeding of livestock other than work-
stock, the purchase of machinery, or for pay-
ment of taxes, debts, or interest on debts.
Any farmer who desires to obtain a loan will
make application on a form provided by the
Secretary of Agriculture and at the same time
will execute a note in the amount of his loan
and will give as security a first mortgage on his
crop to be produced in 1932. Application
blanks and other necessary forms will be sent,
as soon as they can be printed, to county seed
loan advisory committees to be set up irn each
county. These committees will make recom-
mendations to the Secretary of Agriculture
with reference to the individual applicant.

"A man usually enters a speakeasy optimisti-
cally," comments a reformer. "And comes out
misty optically."


Citrus Grove
Accountants and Income
Tax Specialists
Certified Public Accountant

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


Boat Shipments Will Be

Factor in Distribution
Boats leaving Florida for New York and
other domestic markets have carried 10 percent
of the total citrus movement. The equivalent
of 3100 cars of Florida citrus left by boat up
to Saturday, Feb. 20, as compared with 31,114
total citrus movement from the state, including
boat. Of this 3100 cars that moved by boat
2500 cars went direct to New York, 1700 of
these cars being grapefruit, 680 oranges and
120 tangerines. Sixty-five percent of the total
Florida grapefruit offerings at auction in New
York arrived by boat, New York having sold
through Feb. 19, 2590 cars of grapefruit at
auction, which is 40 percent of the total grape-
fruit auctioned to date.
As the result of these heavy arrivals of
grapefruit, New York's average on grapefruit
through Feb. 19, exclusive of Indian River, is
$2.20 delivered. The average of all auction
markets on grapefruit, exclusive of Indian
River, is $2.27. New York's average compared
with a year ago is 58c less. The total auction
average compared with a year ago is 45c less.
It was because of the serious competition
that boats were making to New York particu-
larly that the railroads felt it wise to drop their
rate. The steamship companies likewise have
dropped their rate 10c a box, their new rate
being 36c a box from Jacksonville to New York,
Philadelphia and Baltimore, and 45c a box
from Tampa to New York.
The following figures show a comparison on
grapefruit averages through Feb. 19 in the
various auctions compared with a year ago. In
making this comparison, Indian River was
omitted from all auction sales because of New
York getting such an extreme proportion of
Indian River fruit, thereby putting all markets
on a greater parity:
Number Cars Average
This Last This Last
Auction Year Year Year Year
New York...... 2141 2127 $2.20 $2.78
Philadelphia_ 742 850 2.25 2.67
Boston .......... 506 474 2.34 2.68
Pittsburgh .... 324 422 2.32 2.63
Chicago ........ 506 773 2.41 2.80
Cleveland ...... 245 321 2.40 2.61
Cincinnati .. 203 241 2.21 2.58
St. Louis-...... 120 251 2.28 2.56
Detroit .......... 170 233 2.36 2.71
Total............ 4957 5692 $2.27 $2.72

CONTROL

MELANOSE
SCAB, RUST MITE,
SCALE, WHITE FLY
Apply VOLCKJUNIOR or VOLCK
in combination with Bordeaux
to your trees early in the Spring.
Proven by wide usage.
WRITE FOR SPRAY BULLETIN
CALIFORNIA
SPRAY-CHEMICAL
CORPORATION
61 W. Jefferson St.
Orlando, Florida
VOLCK

VOLCK


February 25, 1932


Paee 3





FLORIDA CLEARING At HOUSE NEWS


FLORIDA

CLEARING H(

NEWS

CLEARING HOUSE PURPOSE
Co-ordinating members' activities for or
of distribution.
Controlling supplies at key markets.
Disseminating marketing information.
Standardizing grade and pack through
section service.
Increasing consumer demand by adverti
licity.
Securing best freight rates and
services.
Developing mutual interests of, and
standing among growers and shippers.
Maintaining representation of industry
of common welfare.
DIRECTORS


E. C. AURIN . .
J. C. CHASE . .
O. F. GARDNER .
L. P. KIRKLAND .
J. H. LETTON .
E. C. McLEAN . .
M. 0. OVERSTREET
S. J. SLIGH . .
A. M. TILDEN .
A. R. TRAFFORD .
E. H. WILLIAMS .
R. B. WOOLFOLK


Volunteer Cooperation

To Do the Job
The move now being made
off disaster in the grapefruit
is one which calls for the who
cooperation of every grower
per in the state. Growers and
outside the Clearing House an
change are invited to do the
several already have indica
will do so-and others too can
terially in this emergency.
The decision to undertake
agency advertising campaign w
ed partly because attempts to
industry by other means we
impractical; the real reasons
cided everyone enthusiastic
dorse advertising are these:
000 cars of grapefruit have so
forward as against 16,000 ca
same date last year. Instead o
ing higher or even the same
last season, total auction sale
cars, through the week ending
show a delivered average for
son of only $2.33 as compared
livered average of $2.77 for
in the same period last year-
this year's business of 44c a I
year's shipments up to this t
a third heavier.
It was emphatically brought
that Florida has only 9000
grapefruit left for the balan
season as compared with 14
that moved from this time on
It hasn't been excessive supply
past, nor are we facing excess
plies for the balance of th(
what we have faced and mu
lack of demand. The right ki
vertising concentrated in fo
weeks' time in the most impor


kets, it was agreed, should materially
increase that demand.
SE The Clearing House Directors had to
U E assume for the entire Clearing House
the responsibility of making available
$20,000 as the Clearing House share of
the advertising fund, knowing that
ES there was no legal way in which an as-
derely control sessment could be declared against our
grower and shipper members, but con-
impartial in- fident that those who had not already
ng and pub- voluntarily agreed to pay 3c a box
would, when this important undertak-
transportation ing was assumed, be ready to shoulder
better under- this load with the rest of the shipper
in all matters members.
Although it was felt that it would be
desirable from many standpoints to ask
SFt. Ogden all of our shippers to remit this addi-
Winter Park
Lake Placid tional 3c commencing with the first of
SAuburndale February, it was felt that inasmuch as
S. alrico the growers in most instances will be
SPalmetto willing to assume this 3c that our ship-
Orlando pers are underwriting, therefore, it
Winter Haven would only be fair all around to have
. Cocoa his assessment commence on those ship-
Crescent City ments of Feb. 22 on.
Orlando
Most of the Clearing House shippers
already have committed themselves in
their agreement to pay 3c a box on any
grapefruit shipped from this time on.
Of necessity it must be voluntary. The
e to stave shipper by no means needs to assume
situation this load himself. The attitude of the
lehearted public and the growers is felt to be such
and ship- as to make it possible for most of this
shippers load to be assumed by the growers who
shivers E are the ones who will profit most by
Iad the Ex-
ir part- this step.
Cited they The Directors in deciding to sponsor
help ma- the advertising campaign urged that
every shipper who had -not previously
committed himself to this program to
an emer- join with the others in this voluntary
ras reach- assessment.
help the
re found
that de- "Hats Off To Them,
Ily to en-
Only 12,- We Say"
far gone
irs to the Difficulties and discouragements that
f averag- have confronted Florida citrus growers
price as this season loom rather large to many
s of 5568 of us but not so large that we can't
r Feb. 20, pause to take off our hats in sympa-
the sea- thetic admiration to the plucky fight
d to a de- our California competitors are making.
6523 cars The story of the Pacific growers' trou-
-a loss on bles with cold weather this season is
ox. Last aptly told in an editorial appearing in
ime were the current issue of the California Cit-
rograph which is reprinted below. One
t out also cannot help but feel the westerners
cars of have had their full share of woes this
ce of the winter and here's wishing them a
,500 cars speedy return to happier days. The
last year. Citrograph editorial follows:
ies in the "Only admiration can be felt for the
ssive sup- citrus fruit growers, who in the face of
Season; discouraging conditions, keep up the
st face is 'firing' of their citrus groves-night
nd of ad- after night-as they have had to do
ur to six this winter!
tant mar- "It is truly a wonderful tribute to the


stamina of the men in the industry that
they show themselves willing to expose
their health, sacrifice their rest and all
comfort, to go without sleep in some
cases for days on days in the undertak-
ing of saving their fruit and their trees.
For there is little chance for even a day
nap when the heaters require refilling.
"Of course it is the preservation of
the tree that is most important. It must
be saved in order that the country may
be provided with oranges and lemons
next year and thereafter. Doubtless
many a grower has said to himself: 'Oh
what's the use? Let 'em freeze. I'm
tired out and must have some rest!'
But when the time comes that the mer-
cury says 'fire' he resolutely starts
again in the seemingly endless combat
with nature.
"He knows that it is not always go-
ing to be like this and that he must save
his trees at no matter what expense of
personal comfort or actual cash outlay.
"Hats off, we say, to the unconquer-
able spirit of the grower!"


Joint Advertising Program

Is Launched
(Continued from Page One)
Most all, if not all, agreed that it would be
better if we could eliminate entirely bulk
either by truck or in carlot shipments unless in
standard containers. Likewise all were in
agreement that if there was some practical
means of stabilizing prices to the canneries it
would be a help. The experience of the past
efforts in reducing supplies showed its futility.
Notwithstanding the fact that the Clearing
House for the week ending Feb. 6 cut down to
20.9% of the total grapefruit output and
30.4% for the week following, and the Ex-
change and Clearing House together showed
for those two weeks 50% and 55 % of the state
output, those outside both groups shipped so
much heavier than their proportion as to nul-
lify the good that the joint groups accomplish-
ed. This was further emphasized by last week's
shipments which were less than the week be-
fore with no prorating suggestions to the in-
dustry covering last week.
It was agreed that the same advantage would
be taken if the two groups agreed to eliminate
bulk. One of the most undermining influences
that has existed has been that of certain out-
siders going to growers who normally ship
through Clearing House members or the Ex-
change and offering tempting prices and then
shipping it in bulk at such low prices as to be
highly competitive in the markets as well as
highly competitive in Florida. No way could
be determined upon to effectively control can-
nery prices, especially with the fresh fruit mar-
ket as low as it is.

A Pair of Dumbbells
Teacher: "If there are any dumbbells in
this room, please stand up!"
A pause and little Johnny stood up.
Teacher: "What! Do you consider yourself
a dumbbell?"
Johnny: "Well, not exactly that, teacher,
but I hate to see you standing all alone."


Page 4


~I


February 25, 1932






February 25, 1932 FL

Canada And Great Britian

Heavy Users of Grapefruit
The upward trend in grapefruit exports was
continued in the 1930-31 season (October to
September). Total exports amounted to around
S7.3% of the crop or 1,363,000 boxes, of which
855,000 went to the United Kingdom, 426,000
to Canada, and 52,000 to Continental Europe.
Takings by most countries increased, but the
greatest increase occurred in the case of the
United Kingdom, which country took 273,000
boxes more than in the previous record year of
1928-29. The per capital consumption of grape-
fruit in most countries is still very low, but the
trend is strongly upward. The United States
and Porto Rico supply most of the grapefruit
consumed in foreign countries, but the produc-
tion and exports of Palestine, the West Indies,
Brazil, Argentina and South Africa are in-
'creasing.
In competing in European markets Porto
Rico has a number of distinct advantages over
most grapefruit producing countries. Shipping
rates are relatively favorable, production costs
are low and fruit of the desired small sizes can
be produced the year around. Commercial
*grapefruit production in Porto Rico during the
five-year period 1926-27 to 1930-31 has aver-
aged about 1,010,000 boxes yearly of which
672,000 boxes have been exported.
Grapefruit exports from the United States
in the first two months of the present season
,(1931-32) have been maintained at approxi-
mately the same level as last season but the
Smaller grapefruit crop, coupled with the un-
favorable demand conditions in Europe, sug-
Sgest that total exports are not likely to be as
large as were those of last year.
During the last 18 years exports of oranges
have averaged about 8 percent of the United
States commercial orange crop. Most of these
exports have gone to Canada. With the in-
crease in the orange crop in recent years there
has been a decided upward trend in exports.
In the 1930-31 season (November, 1930, to
October, 1931, inclusive) the total orange ex-
ports were the second largest on record,
amounting to 4,936,000 boxes, of which Can-
,ada took 3,137,000 boxes and the United King-
dom 1,136,000.
An interesting development was the largest
increase during the season in imports by con-
tinental European countries, mainly Germany,
the Netherlands, Sweden and Norway. These
imports amounted to 462,000 boxes against
Y213,000 in 1928-29, which was the largest pre-
ivious year. Oranges are exported to Canada
the year around, with December and March
the months of heaviest movement. Exports to
European countries occur mainly during the
summer orange season (May to October) and
Consist mostly of California Valencias. The
large and growing competition from countries
in the Mediterranean Basin makes winter ex-
ports in quantity unprofitable.

Stupid
First Stranger (at the party)-"Very dull,
isn't it?"
Second-"Yes, very."
First-"Let's go home."
Second-"I can't. I'm the host."-Erie
Railroad Magazine.


ORIDA CLEARING ( HOUSE NEWS

Grapefruit Distribution

Plan Appears Favorable
Accepting the combined crop estimate of
8500 to 9000 cars of grapefruit left as of Feb.
22, the Clearing House offered what they
recommended as a sensible distribution week
by week of this amount of grapefruit and then
showed this recommended weekly movement
compared to last year's weekly movement from
this time on.
Anyone in glacing through these two com-
parisons can see that a distribution of ship-
ments from week to week this year as shown,
puts our grapefruit from a supply standpoint
in a far more hopeful relationship than what
Florida dealt with from this time on last sea-
son. Look at the figures for yourselves. The
recommended movement is based on the nor-
mal percentage for each week that the past
eight years have shown. This analysis from a
normal standpoint again shows that it isn't the
total supplies but the necessity of diverting de-
mand from some other competitive food prod-
ucts to grapefruit that requires concentrated
effort at this time. These figures again show
the crying necessity of an advertising campaign
for Florida grapefruit.


Week A
Ending W
Feb. 27.................
Mar. 5 ---------
Mar. 12.....-...........
M ar. 19........................
Mar. 20.......................-
Apr. 2.--.....................
Apr. 9 ....................
Apr. 16.---....................
Apr. 23-..................
Apr. 30........................
May 7...............
May 14.....................
M ay -21........................
May 28........................
June 4..................----- -
June 11------..................
June 18...............
June 25.....................
July 2.---....................
July 9 -......................
July 16-...................
Totals........................


Grapefruit Shipments
assumed by Total by
weeks 31-32 Weeks 30-31
735 985
735 1056
798 1321
714 1114
693 1066
777 1119
735 1167
567 831
588 1096
525 1014
483 1094
420 850
294 416
231 461
147 399
84 202
42 123
21 50
50
21 19
... 12

8610 14,445


Committee of Fifty To

Nominate Directors
(Continued from Page One)
a petition to this effect with the Clearing House
Board of Directors at least twelve days before
the date of election. Three hundred growers
may nominate a grower from the state-at-large
by filing a similar petition also twelve days be-
fore the date of election. The election as pro-
vided for in the By-Laws will be held by mail,
ballots carrying the names of the three district
nominees and the eight nominees from the
state-at-large being mailed to every grower
member in each of the seven districts.
The election of the members of the Commit-
tee of Fifty will be held at meetings in each of
the seven Clearing House districts. Due to the
necessity of keeping the cost of the election as
low as possible it has been decided this year
that probably one meeting only will be held in
each of the seven districts. In the past several
meetings, referred to as Regional Meetings,


Page 5

have been held in each district the Committee
of Fifty members being elected in this manner.
Attendance at the March 8 meeting of the
Committee of Fifty, which will be held at the
Clearing House will, as usual, be open to grow-
ers generally. The actual business of the meet-
ing will be transacted only by members of the
Committee of Fifty, but any growers desiring
to attend the meeting will be welcomed.

Mean Treatment
A Scot was engaged in an argument with a
conductor as to whether the fare was five or
ten cents. Finally the disgusted conductor
picked up Jock's suitcase and tossed it off the
train, just as they were passing over a bridge.
"Mon," screamed Jock, "isn't it enough you
over-charge me but now you try to drown my
little boy?"
I I


The service Brogdex renders in mar-
keting our citrus crop is a specialized one
and has to do with its better carrying and
better keeping qualities.
Because this service has become of rec-
ognized value it is being imitated in one
way or another. These substitute methods
are declared by the sponsors as being
"just as good." Imitations of a good arti-
cle seldom give the satisfaction realized
from the genuine, so these make-shift
methods are meeting with indifferent
success.
It is generally admitted that the value
of borax depends upon being followed by
a good job of wax application. If done
otherwise aging and wilt are hastened
and instead of improving delivery you
have actually made it more difficult to
put the fruit into the market in a sound
and attractive condition. The wax atom-
izer that melts the wax and produces a
wax fog through which the fruit passes
is a Brogdex development-it is the only
effective way available today. But there
are some very poor ways of applying wax
and by their use it is impossible to give
the dealer the same beneficial service that
has developed for Brogdex a decided
market preference-and the dealer, don't
forget, is the mainspring of the market
organization.
Growers will find it will pay well to
adopt the Brogdex pack, insuring sound
delivery and longer keeping time. The
market pays for that kind of service be-
cause it protects the dealer's profits by
controlling his losses.




Florida Brogdex

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






PaOe 6A


Weekly Citrus Summary

(By A. M. Pratt, Manager, Florida Citrus
Growers Clearing House Association)
(Week Ending February 20, 1932)


WEEKLY
CARLOT INDEX ANALYSIS


Week
Ending
Feb. 20,'32
Fla. Org's Shpd.... 886
Total ..-------..... 11864
Fla. Gft. Shpd....... 594
Total-- ----..................10292
Fla. Tang. Shpd... 114
Total------................. 2610
Fla. Mixed Shpd... 370
Total...................------ 6415
Texas Gft. Shpd... 266
Total................... -----3706
Cal. Org's Shpd..... 1217
Fla. Org's Auc....... 600
Average-............... $3.20
Fla. Gft. Auc...... 325
Average..............----- $2.05
Fla. Tang. Auc..... 142
Average................ $3.15
Texas Gft. Auc..... 25
Average....----- .. $2.10
Cal. Org's Auc-... 331
Average-----............. $3.55


Week
Ending
Feb. 13,'32
942
10978
592
9698
145
2496
368
6045
315
3440
876
523
$3.35
270
$2.05
132
$3.10
35
$2.15
246
$3.40


FIRST FIVE DAYS' SHIPMENTS
AND SALES
ORANGES No 1 ORANGES No. 2
Week End. Shpd. Sld. Av. Shpd. SId. Av.
Feb. 13.... 136 30 $2.55 128 37 $2.26
Feb. 20.... 118 38 $2.50 161 37 $2.26
Dif........-18 +8 -.05 +33 -

GFT. No. 1 GFT. No. 2
Week End. Shpd. Sid. Av. Shpd. Sld. Av.
Feb. 13.... 71 18 $1.39 59 12 $1.28
Feb. 20.... 89 26 $1.37 65 23 $1.31
Dif..... +18 +8 -.02 -6 +11 +.03

COMPARATIVE SHIPMENTS


Florida Oranges
Week Last 1929- 1928-
Ending Year 30 29 -
Feb. 13........1106 796 1196
Feb. 20........1199 966 1226
Feb. 27........1225 1031 954
California Oranges
Week Last
Ending Year 1930 1929
Feb. 13........ 782 1026 1438 1
Feb. 20........1155 913 1196 1
Feb. 27........1625 834 1413 1


Florida Grapefruit


Week Last I
Ending Year
Feb. 13........ 837 5
Feb. 20....... 949
Feb. 27........ 859

Florid
Week Last 1
Ending Year
Feb. 13........ 750
Feb. 20........ 633
Feb. 27........ 525 4

Florida
Week
Ending
Feb. 13...... ........ ...
Feb. 20......................
Feb. 27................


929-
30
i44
578
i89


1928-
29
750
742
638


a Mixed
929- 1928-
30 29
!51 354
!54 357
12 280

tangerines
Last
Year
163
92
75


1927-
28
372
433
485


1928
123
001
137


1927-
28
391
541
497


1927-
28
205
198
198


Pa A


GRAPEFRUIT SHIPMENTS SAME AS LAST
WEEK
The difficulty of practically working out a


ORIDA CLEARING HOUSE NEWS

prorating plan for the grapefruit industry
where prorating is entirely voluntary and with-
out authority through one organization has
shown up during the last three weeks' effort.
Grapefruit shipments this week without any
suggested restrictions have been almost iden-
tical with those of last week. This week Flor-
ida shipped 594 straight cars of grapefruit; 20
percent of the 360 mixed shipments would
make 74 cars to be added, or a total grapefruit
movement of 668 cars. Last week's movement
was 677 cars, including mixed, the week pre-
vious, when a picking holiday was requested,
was 546, and the four weeks previous averaged
710 cars.
CONTINUED CONGESTION NEW YORK
With 66 cars of Porto Rican grapefruit due
in time for sale Tuesday and 44 cars of grape-
fruit having left from Florida on the 19th for
New York, aside from the cars that will be
available by rail, New York again will be strug-
gling with over-supplies, especially with their
having no sales on Monday on account of Wash-
ington's birthday. New York sold this past week
172 cars of grapefruit out of the total 325 cars
sold at various auctions, or over half of the
grapefruit auctioned sold in New York. 282
cars of oranges were sold in New York out of
the 600 auctioned, or 47 percent.
ORANGE AUCTIONS ABNORMALLY
HEAVY
You will notice that a year ago this week
Florida auctioned only 484 cars of oranges as
compared with 600 this year. Last week's ship-
ments which were feeding this week's auction
were 1132 cars, including mixed, in contrast
with 1541 cars of oranges for the same week a
year ago. Fifty-three percent of last week's
orange shipments were auctioned as compared
with 32% for the same period a year ago. A
freer f.o.b. sales policy is indicated by these
figures as necessary. The auction average has
dropped 15c compared with last week and is
15c a box less than a year ago; whereas, Cali-
fornia's auction average has advanced 15c over
last week and is 45c higher than a year ago.
MID-SEASON ORANGES NEARLY
THROUGH
The members of the Operating Committee
last night turned in their estimated mid-season
orange volume that they had to move, indicat-
ing between them 584 cars. We estimated all
our members might have 700 cars. Assuming
that this 700 cars is 40 percent of the industry,
it would make 1750 cars of oranges left to
move. This would mean a total early and mid-
season orange crop of 17,000 cars. It was
thought that this coming week would be the
last fairly heavy movement of oranges.
HOW MANY VALENCIAS?
If there are only 9000 cars of Valencias, as
most of the members of the Operating Com-
mittee seemed to think last night, it will mean
that our total orange movement from the state
outside of truck will be 26,000 cars instead of
28,000 as generally figured on a few weeks
past. Florida has moved to date, including
proper proportion of mixed, 15,200 cars of
oranges, leaving about 11,000 cars to move
from now on, as compared with 15,686 cars
last year from this on. The above figures
would, therefore, indicate about 4500 cars less
oranges to move from this time on than a year
ago. Discussion last night indicated that Val-
encias had not sized up as so generally antici-
pated earlier in the season. Some spot picking


---


February 25, 1932

is taking place in those Valencia groves where
there is a tendency to over-size.
LOOKS GOOD ON VALENCIAS
With at least 4000 cars less to move in or-
anges from this time on than a year ago and
with California having the difficulties she has
due to frost and continued rains, indications
point to a very satisfactory season ahead on
Florida Valencias. Should these Valencias be
spread until the week ending June 4, Florida
would have fifteen weeks in which to move the
estimated 11,000 cars, which would mean an
average movement of 733 cars a week.
CALIFORNIA'S NEW TROUBLE
On account of the Associated Press report-
ing that California was worried because of so
much Brown Rot existing as the result of con-
tinued rains, we wired to California for further
information and received yesterday the follow-
ing answer:
"Brown Rot is now causing no concern but
soft, watery rot on trees causing reduction crop
which will be further eliminated when picking
or grading."
I have seen similar trouble to this and it will
mean heavy culling. We have also received a
letter advising that the water gravity separa-
tor that has usually proven so practical fol-
lowing a freeze is not working well this year i
in California. This again confirms the fact that
they have not had enough real dry, hot weather
to establish as clearly as usual the actual frost
damage. A considerable proportion of the fruit
is moving under other than trade-mark brands.
The California Fruit Growers Exchange wires
estimating next week's movement at 1150 cars
of oranges. You doubtless noticed California's
minimums of Feb. 18 were 29 in Lindsay, 43
in Los Tngeles and 32 in Redlands, Riverside
and Pomona. Regardless of the cold weather,
the navels have continued to grow in size.
California reports that practically no -spot
picking is now being done on account of the
groves running generally to such large sizes.


But One Florida Orange

To Three Of California
Listen to this from a Milwaukee man writ-
ing in the Polk County Record (Bartow):
"A good friend in Bartow sent me a full.r
crate of oranges for Christmas, and every
morning I am taking one for myself and one
to the waitress in my hotel restaurant. This
morning she got nearly a full glass of juice
out of each of these Florida oranges. Then I
asked her to squeeze out another glassful,
using California orange; but she had to use '
three! These oranges from Bartow have
created a sensation in that restaurant and
among the bellhops, key clerks and the man-
ager of this hotel."


Citrus Advice In Demand
More than 6,000 bulletins about citrus cul-
ture were distributed by county agents in the
citrus belt during the last year, reports E. F.
DeBusk, citriculturist with the Florida Agri-
cultural Extension Service. These agents wrote
over 5,000 personal letters about grove prob-
laems, gave 59 radio talks, and wrote 593 arti- .
cles about citrus advice for newspapers. They
also held 28 grove tours, 198 citrus meetings,
and participated in 284 other meetings. They
were instrumental in staging 45 citrus exhibits.




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