Title: Florida clearing house news ..
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Full Citation
STANDARD VIEW MARC VIEW
Permanent Link: http://ufdc.ufl.edu/UF00086639/00088
 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: May 15, 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: VID00088
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

tt. S. Dept. of rAgrI.,
Library-Period. Div.,
4, Washington, D.C.

t \A


2-24


FLORIDA


LEARNING


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


NEWI


HOUSE ,
Sartmnt of
Official Publication o
FLORIDA CITRUS GROWERS
CLEARING HOUSE ASSOCIATION


_ $2.00 a Year
10 Cents a Copy


Published Semi-monthly by the Florida Cit-
rus Growers Clearing House Association,
DeWitt Taylor Blder.. Winter Haven. Fla.


MAY 15, 1932


Entered as second-class matter August 31,
1928, at the postoffice at Winter Haven,
Florida. under the Act of March 2. 1879.


Move Begun For Advertising Campaign

Clearing House Groups Call on All Florida Growers
S To Support State-Wide Effort for Citrus Publicity


A determined move to have Florida citrus
fruit effectively advertised next season has
just been launched by the Clearing House. The
move, to be successful, must of course have
4Athe support of an appreciable number of Flor-
ida growers; to encourage this support the
Clearing House has taken upon itself the task
of pointing out to the state as a whole the ab-
solute necessity for an advertising campaign.
The ball was started rolling by the shipper-
members of the Clearing House at their annual
"meeting in Winter Haven, Tuesday night, May
17. At this meeting a resolution was passed
calling on all growers of Florida citrus-most
Sof the shipper-members themselves being large
growers-to throw their whole-hearted sup-
'port into this movement and make possible an
effective advertising campaign for Florida cit-
rus next season.
,Following closely on the heels of the ship-
pers' action came an endorsement of the ship-
upers' resolution by the Clearing House Board
of Directors, who held a meeting on Thursday,
May 19. Members of the incoming Board of
.Directors of the Clearing House (who will as-
sume office June 1) were present at this meet-
4ing of the Board and gave their strong endorse-
ment to the advertising plan also.
3 Discussion of the matter, before the ship-
pers took formal action, developed three im-
portant phases to the advertising question:
" One of these phases is that distribution of
Florida citrus must be widened-that is, new
markets should be found for our ever-increas-
ing production.
The second aspect of the question is the fact
that competition, not only from Texas and
California in grapefruit and oranges is becom-
ing a menace, but competition is increasing
also from other fruits, juices, and drinks which
are being pushed by their respective producers
with impressive and effective advertising cam-
paigns. In short, these other competitive pro-
'ducts are "literally being poured down the
throat of America!"
The third factor, influencing the shippers in
heir decision to inaugurate an advertising
campaign, was the success of the recent emer-
gency grapefruit advertising which was put on
jointly by the Clearing House and the Ex-
change during March and April. The emer-
4


agency grapefruit campaign is estimated to
have boosted the net return to Florida growers
more than $1,000,000. In that the cost of the
campaign was only $40,000, the part played
by the special advertising in helping to increase
the grapefruit price level is regarded as having
been an exceedingly worthwhile investment.
From the time the emergency campaign was
launched more than two million boxes of grape-
fruit have been moved into the markets from
Florida. The price increase has been more
than fifty cents per box, which means that the
state has netted more than one million dollars
which would have been impossible had it not
been for the help the advertising afforded.
In calling upon growers generally for sup-
port in this movement officials of the Clearing
House realize that individual effort is essential
by those familiar with the necessity for such
a campaign. In other words, it is hoped that
every grower who feels, as do most Clearing
House members, that an advertising campaign
for Florida citrus fruit is greatly needed will
take it upon himself to interest his neighbor
growers and obtain the letters' support.
The resolution passed by the shippers point-
ed out the need for an advertising campaign
and expressed the willingness of the Clearing
House shippers to give it their support. The
resolution reads as follows:
"WHEREAS, the Clearing House was or-
ganized to further the best interests of the
Florida citrus industry, and
"WHEREAS, the need of advertising to
widen the market for oranges, grapefruit and
tangerines has become increasingly evident,
and
"WHEREAS, recent comprehensive surveys
in the territory consuming 98 percent of Flor-
ida's citrus fruit show conclusively that 'Flori-
da' is better known than any other name or
brand of citrus fruits, and
"WHEREAS, these surveys and the experi-
ence of Florida shippers indicate the rapid in-
crease of competitive supplies of Texas grape-
fruit in many territories heretofore dominated
by Florida, and
"WHEREAS, it has been reported on good
authority that Texas shippers will compete
with Florida in New York and other Atlantic
Seaboard cities next season through low rate
boat shipments, and


"WHEREAS, we recognize that competition
with Texas and California is best to be met by
widening the market for all grapefruit and or-
anges by causing more people to eat them,
which will also react to the direct advantage
of Florida citrus growers, and
"WHEREAS, advertising will help meet the
competition of other fruits and juices, and
"WHEREAS, the shipper-members of the
Clearing House, most of whom are large grow-
ers, recognize the part advertising can play in
securing larger returns for all growers of Flor-
ida citrus fruit by increasing the consumer de-
mand and are willing to pay a special advertis-
ing retain on the fruit they produce in order
to secure state-wide cooperation in this im-
portant undertaking, THEREFORE
"BE IT RESOLVED, that the shipper-mem-
bers of the Florida Citrus Growers Clearing
House Association do hereby agree to give
their unanimous support to a program of ad-
vertising of Florida oranges, grapefruit and
tangerines under the 'Florida' name, provided
grower-members of the Clearing House and
other growers will give their support to the
program, and
"BE IT FURTHER RESOLVED, that the
shipper-members recommend a per box retain
for the sole purpose of advertising and other
market extension activities, and
"BE IT FURTHER RESOLVED, that the
Florida Citrus Exchange and its grower-mem-
bers and other shippers and growers of Florida
citrus fruit be invited to join in this activity,
which seeks to secure better returns for Flor-
ida citrus growers and an equitable income
from their investment, and
"BE IT FURTHER RESOLVED, that all
who participate in this program agree to a
standardization of grade and pack so that all
fruit moved under the 'Florida' name be of
such uniformity as to prove acceptable to con-
sumers, and
"BE IT FURTHER RESOLVED, that a copy
of this resolution be submitted to the Ex-
change, to other shippers, and to the press of
the State of Florida so that all growers and all
business interests of the State may be ac-
quainted with this effort that is being made to
bring about a return of prosperity to Florida
through building up its greatest industry."


Volume IV
Number 16






Page 2 FLORIDA CLEARING HOUSE NEWS May 15, 1932


Committee of Fifty Department
(Articles under this heading are prepared and published in the News by the thousands of other grower-members of the Clearing House and to report their
Educational Committee of the Committee of Fifty. Through this department efforts and activities to them. The Clearing House Directors and Manage-
members of the Committee of Fifty hope to maintain closer relations with the ment accept no responsibility for what appears in this department)
Acres of Doubt Into Acres of Dollars


;: Does advertising pay?
The colorful and artistic advertising pages of our
national magazines answer yes, because the keen,
hard-headed, business leaders who persistently and
intelligently use this means of telling the worth of
their merchandise have proved the value of advertis-
ing by studied checking and would speedily discon-
tinue this expenditure if it did not pay.
Does advertising pay?
Ask the men who are paying for billboard space
and using it continuously to tell of cigarettes, chewing
gum, gasoline, and the many other articles of common
use that are exchanged for buyers' dollars through
suggestion and appeal.
Does advertising pay?
Ask the men who pay for the electric signs that
cheerfully flash their messages through the night and
by constant repetition impress their story on the mind
of each city dweller. He may be absolutely uncon-
scious of the effect of the electric story until he finds
himself bartering hard-earned coin for the advertised
article, but his purchase proves that advertising pays.
Does advertising pay?
Ask the man whose advance agent, with flaming
posters of daring acrobatic performances and dan-
gerous jungle animals that snap and snarl from every
billboard, daily fills the big circus tent with thrilled
children and sedate parents,-eager adults who make
the children an excuse for their own capitulation to
the billboards' appeal.
Does advertising pay?
Ask the merchant whose advertising appears regu-
larly in your local paper and who knows no way to
more effectively, economically, and profitably lure
local dollars to his cash register in exchange for the
quality merchandise he offers through the printed
page.
Does advertising pay?
Compare the price you received for oranges this
season with the price of other agricultural and horti-
cultural products and then honestly, and in fairness,
admit that the splendid advertising of orange juice
done by our California friends has paid you dollars
that would not have come your way but for California
advertising.
Does advertising pay?
Check the daily market records and note the effect
on grapefruit prices of the $40,000 spent jointly by
the Exchange and the Clearing House in an eleventh
hour effortto increase demand and prices. Not all
of the advance can be credited to advertising, but.it
is grossly understating the actual facts to say that the
$40,000 spent netted the growers of grapefruit not
less than a half million dollars, ten to one on the in-


vestment. No grapefruit grower has on his records a
more profitable investment than that.
Does advertising pay?
Ask the distributors of the tomato juice that is
crowding your unadvertised grapefruit and grape-
fruit juice from the breakfast tables of America.
Does advertising pay?
Ask the hen. She produces a quality product and
tells the listening earth about it. She sings an an-
nouncement before settling down to the day's work
and when the job is done, does she tell the public?
Yes, and how! Does it pay? Well, she has placed her
cackleberries on the breakfast tables of the world
against all competition.
Does advertising pay?
Ask yourself. Who searched the pages of every
newspaper and magazine in the house the other day
looking for some advertisement that you wanted, but
could not recall where it was seen? You did. You
know you did. The choice of the things you wear, the
food you eat, the tobacco you smoke ,the books you
read, the lectures you attend, the radio you use, the
entertainment you enjoy, the drink at the corner drug
store, the insurance you carry, the bank you patron-
ize, all influenced by advertising.
Does every advertising pay?
Every magazine, every newspaper, every billboard,
every electric sign, every radio program, is irrefut-
able testimony to the profits derived from efficient
advertising.
Will advertising pay the citrus growers of Florida?
No group ever had a more desirable product with
greater consumer appeal, food value, palatability,
health value, and therapeutic value. The universal
acceptance and use of Florida citrus awaits only the
decision of the producers to tell the world about it
through advertising.
Did I hear a voice say, "I can't afford to pay for
advertising?"
My friend, you cannot longer afford to produce
citrus fruits unless we do advertise.
Pay for it? Every season you have paid for adver-
tising that you did not get. You paid for it in lessened
returns.
What determines the value of your citrus holdings?
The price you receive for your fruit.
What will raise the price received for fruit? In-
creased demand.
What will increase 'demand? Advertising.
Then what is the sensible and obvious thing to do?
Advertise.
You cannot advertise alone, but you can join with
the industry and properly and effectively advertise
Florida fruit.
Turn acres of doubt into acres of dollars by adver-
tising.






May 15, 1932 FL

Weekly Citrus Summary

(By A. M. Pratt, Manager, Florida Citrus
Growers Clearing House Association)
(Week Ending May 14, 1932)

WEEKLY
CARLOT INDEX ANALYSIS
Week Week Week
Ending Ending Ending
May 14,'32 May 7,'32 May 14,'31
Fla. Org's Shpd..... 377 425 640
Total....................18860 18487 27553
Fla. Gft. Shpd....... 476 482 778
Total....................17275 16802 23280
Fla. Tang. Shpd... -
Total ... ............ 2752 2752 3096
Fla. Mixed Shpd... 81 87 157
Total---...................----. 8642 8561 14081
Texas Gft. Shpd.-. -
Total............... 5333 5333 2247
Cal. Org's Shpd... 1487 1208 1826
Fla. Org's Auc....... 325 385 533
Average................ $3.65 $3.45 $3.75
Fla. Gft. Auc......... 232 261 431
Average................ $3.45 $3.30 $2.30
STexas Gft. Auc..... 1 -
Average----................ $3.70 -
Cal. Org's Auc....... 476 495 400
Average................ $3.25 $3.15 $3.95

FIRST FIVE DAYS' SHIPMENTS
AND SALES


VALENCIAS No. 1
, Week End. Shpd. Sld. Avg.
May 7......53 23 $3.03
May 14.... 51 25 $2.99


VALENCIAS No. 2
Shpd. Sld. Avg.
45 12 $2.76
38 10 $2.61


Dif.........-2 +2 -.04 -7 -2 -.15
Mid-S.GFT.No.1 Mid-S. GFT.No.2
Week End. Shpd. Sld. Avg. Shpd. Sld. Avg.
May 7...... 68 22 $2.59 84 21 $2.25
May 14.... 71 26 $2.78 71 16 $2.46
Dif....... +3 +4 +.19 -13 -5 +.21
EARLY GFT.No. 1 EARLY GFT.No.2
Week End. Shpd. Sld. Avg. Shpd. Sld. Avg.
May 7...... 5 5 $2.27 12 6 $1.83
May 14.... 8 6 $2.43 8 8 $2.23
Dif ......+3.... +1 +.16 -4 +2 +.40


COMPARATIVE SHIPMENTS
Florida Oranges
Week Last 1929- 1928- 1927- 1
Ending Year 30 29 28
May 7........ 950 789 126
May 14........ 640 820 92
May 21........ 725 807 50
California Oranges
Week Last
Ending Year 1930 1929 1928
May 7-.......2069 812 1776 1182 3
May 14 ...-.1826 1264 1703 1159 3
SMay 21.......1512 1240 1156 1192 3
Florida Grapefruit
Week Last 1929- 1928- 1927-
Ending Year 30 29 28
' May 7-........ 976 17 687 256
May 14........ 778 9 774 195
May 21........ 370 8 539 190
Florida Mixed
Week Last 1929- 1928- 1927-
Ending Year 30 29 28
May 7 .... 256 12 134 59
May 14........ 157 133 54
,May 21........ 100 117 44


1926-
27
207
172
141

1927
L613
L448
1437

1926-
27
475
365
205

1926-
27
88
55
35


VALENCIAS DID COME BACK
Logic still seems to work even under depres-
Ssion. A week or ten days ago, generally speak-
ing, there was a sense of despair because
valencia prices had dropped and the market
was so inactive. Several of our shippers were
very skeptical about the market picking up
again because there didn't seem to be any rea-
son for the drop. There wasn't any reason
From a standpoint of comparative supplies in
sight. Doubtless the trade finally sensed the
"shortage as there has been a response in the


ORIDA CLEARING HOUSE NEWS

market. This week's auction index is 20c
higher than last week, showing a general aver-
age of $3.65 delivered compared to $3.45 last
week and $3.75 a year ago. California shows a
gain of 10c, averaging $3.25 against $3.15 last
week and $3.95 a year ago. Her valencias have
averaged $3.00 instead of the $2.75 of last
week and reports indicate the Southern Cali-
fornia valencias, particularly, are giving very
much better satisfaction.
WHAT'S LEFT IN VALENCIAS
Based on our previous estimate, there should
be left 1244 cars of valencias against 2458 a
year ago. Personally would guess that our
valencia estimate is possibly 100 cars too high.
WHAT'S LEFT IN GRAPEFRUIT .
It looks as if we will have to increase our
grapefruit estimate a little as there would only
be 349 cars of grapefruit left compared to
1702 a year ago if we assumed the 20,000 cars
from the state as estimated. Possibly 500 cars
more will prove a more accurate estimate.
COMPARATIVE ORANGE SHIPMENTS
In the following figures are shown the past
two weeks' shipments of California and Florida
compared with a year ago and the estimated
movement for the coming week. The combined
supplies of these two weeks and the coming
week this season show 5438 cars of oranges as
compared to 7999 a year ago, or a shortage of
2561 cars, or an average shortage per week
of 852 cars:
COMPARATIVE ORANGE SHIPMENTS
(Including Proper Proportion Mixed)
CALIF. FLA. COMBINED
Week This Last This Last This Last
Ending Yr. Yr. Yr. Yr. Yr. Yr.
May 7 .... 1208 2069 475 1088 1683 3157
May 14... 1450 1826 425 725 1875 2551
May 21.... 1500 1512 380 779 1880 2291
4158 5407 1280 2592 5438 7999
The fact that valencias are not moving out
faster than they are with the market having
picked up is an indication that possibly. 1000
cars left in the state would be closer than the
1244 estimate.



Many New Tropical Fruits

Found on Caribbean Voyage
Returning from his sixth voyage for the De-
partment of Agriculture, Allison V. Armour
and his research vessel, the S.S. "Utowana,"
tied up at the Washington Navy Yard and on
April 11 unloaded a comprehensive collection
of plants, seeds and cuttings. These were gath-


CITRUS GROWERS
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Orange Clippers

Now


Page 3

ered together during a three months' trip
through the Caribbean from the Bahamas down
through the Leeward, Windward and Trinidad
groups to Demerara and Surinam on the coast
of South America. Dr. David Fairchild, organ-
izer and formerly director of the activities of
the Division of Foreign Plant Introduction, P.
H. Dorsett, veteran explorer of the Division,
H. F. Loomis of the Division of Cotton, Rubber
and Other Tropical Plants, and Leonard R.
Troy of the Homestead Substation of the Flor-
ida Experiment Station, together with Mr. Ar-
mour, formed the scientific staff of the expedi-
tion.
NEW TROPICAL FRUITS SOUGHT
The objects of the expedition were to find, if
possible, the original ancestor of the long-
staple Sea Island cotton which is supposed to
have come from the West Indies at an early
date, and to collect and introduce fruits, veg-
etables, legumes and other forage plants, and
ornamentals-trees, vines and shrubs which
would be of value to the Southeastern and
Southern States.
The ship visited thirty-two islands and also
made two stops on the mainland of South
America. Although valuable plant contribu-
tions were obtained from botanical gardens,
the party gathered a large part of its collec-
tions in the jungles and on the mountain slopes
of the various islands.
The collections include a total of 702 species
representing 236 genera, roughly classified as
follows:
Seventy-two were palms, 58 forage plants,
33 vegetables, 106 fruit and nut-bearing trees,
vines and shrubs, and 333 ornamentals. No
trace of the ancestor of the Sea Island cotton
was discovered.
On arrival the whole collection was inspect-
ed carefully by pathologists and entomologists,
and seeds and cuttings were fumigated or treat-
ed with hot water. Where deemed desirable,
some of the plants, as well as cuttings, are to
be grown under quarantine to make sure that
this country is protected from any possible in-
jurious insect or disease. The plants will be
tested not only in the southern United States,
but also in the various tropical possessions.
In addition to the collection brought back
by the expedition, several shipments of seeds
and cuttings were made from various islands
by air express, permitting the landing of the
material in the quarantine house at Washing-
ton within five days from the time it was col-
lected in the tropical wilds.


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No Ragged Stems
Will out wear
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Better Clipping
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Beware of cheap
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The Harvey Champion No. 20 Or-
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Grapefruit. Developed by the Pio- 20
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FLORIDA CLEARING HOUSE NEWS


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
0. F. GARDNER . . ... .Lake Placid
L. P. KIRKLAND ......... Auburndale
J. H. LETTON .. .. . ... Valrico
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

Reliance Upon Established

Outlets Is Safest

Some of the harm which can be, and
has been, done by the itinerant trucker
in the fresh fruit and vegetable indus-
try of the country was recently pointed
out in an address delivered before
members of the American Fruit and
Vegetable Shippers Association at a
business meeting held in Chicago.
Growers of Florida citrus who have
been thrust into close contact with the
truck factor in the marketing of the
past season's crop will be interested in
the following excerpts from the ad-
dress in question. The talk was made
by Mr. T. S. Johnson, general chairman
of the Grade Committee of the A. F. V.
S. A., and the excerpts follow:
"For many years this organization
has recognized two giant factors in the
fruit and vegetable field, factors which
are not within the ranks of its member-
ship but each of which demands in no
uncertain tones certain conditions.
"One of these factors is the producer
who is demanding sufficient returns for
his product that he may be enabled to
continue to produce. Being the funda-
mental, primary factor, he cannot be
ignored. We may be thankful we have
never reached the 'producer-be-damn-
ed' point.
"The other giant factor is the con-
sumer who must be satisfied not merely
with quantity but with the quality of
the product he buys.
"This passing season has seen enor-
mous quantities of undesirable mer-
chandise thrust upon the market of the
country by new factors in the industry
which have no interest in its welfare.
This new factor that has clashed with


our interests and with those of both the
producer and the consumer is the fruit
and vegetable truck peddler.
"They have experimented with off-
grade and unstandardized products
and in doing so have been a menace to
every market in the country without
increasing the use of fresh fruits and
vegetables in any of them.
"They have misled consumers into
believing that much if not all merchan-
dise offered by our producers this sea-
son is below the normal standards of
other seasons and in so doing have
prejudiced our customers and turned
them into other lines of food consump-
tion thus delaying normal consumption
and undermining public confidence in
our standards and even in our integrity.
"They have been favored by a pro-
fusion of supplies this passing season
and have clearly demonstrated the fu-
tility of trying to market products of
undetermined standards.
"They have made no profits worthy
of mention for themselves and have
established no trustworthy lines of dis-
tribution nor have they provided means
of reducing the ultimate cost to the con-
sumer.
"This new factor, practically uncon-
trolled by restrictions of any kind and
wholly unguided by experience, has
tampered with our safety devices and
poisoned the minds of producers on the
one hand while they have betrayed the
confidence of consumers on the other.
"If we were to stop here the picture
would be gloomy indeed. Your com-
mittee chairman, however, believes
that the experiments of these short-cut
traders, while they have brought loss
and woe to dependable members of the
industry, are in reality, worth more to
us than they have cost us by demon-
strating to us and for us the simple
fact that safety and security lie only in
the production and marketing of de-
pendable merchandise.
"Your committee believes that de-
pendable commodities will be stronger
factors in all lines of commerce and
especially so in the fresh fruit and veg-
etable industry the coming year be-
cause of the experience of this passing
season.
"Your committee also believes that
producers who attempt to market a
commodity without setting up a stand-
ard of grade that shall at all times be a
safe one for the consumer to rely on,
are committing commercial suicide and
shunting the costs of interment on his
fellow producers and fellow members
of the industry.
"Your committee further believes
that the serious events of this season
very clearly mirror the events which
may normally be expected of future
seasons if our standards for grade as
now generally set up fail to be observed
in merchandising our commodities."


Genuine Interest Required

On Committee of 5o Duties
The Committee of Fifty at a recent meet-
ing took steps to insure a whole-hearted de-
gree of loyalty among its members. The move
was the passage of a resolution which will void
the office of any Committee of Fifty member
absent from three consecutive meetings with-
out sufficient cause.
In passing the resolution it was brought out
that in past years there invariably have been
one or more members of the Committee of
Fifty who failed to shoulder equal responsi-
bility with other members and apparently took
little interest in the work the others were try-
ing to do. Hence, it was felt that only growers
who were willing to work through the Commit-
tee and the Clearing House in the interest of
the industry should be members in good stand-
ing of the Committee.


Successful Industry Will

Insure Growers' Welfare
"The condition we find ourselves in at the
present time is to some extent one of our own
making. Through lack of initiative and coor-
dinated effort, we seem to have followed false
lights without seeing the warning signs. And
we may never fully realize the enviable posi-
tion of masters of our industry until we learn
to march shoulder to shoulder, attacking our
problems in unity.
"And when we do decide which course to
take we should follow leaders, either coopera-
tive, independent, or both, as the conditions
demand, who will not selfishly bicker and
quarrel and jockey for position of personal or
political preferment, or speculative or financial
advantage.
"Can such leadership be secured? I think it
can. I am not willing to admit, or even think,
that we have arrived at a period in our eco-
nomic life when justice has no champion, hon-
esty no devotee, and truth no holy shrine.
"And in whatever structure we may seek to
build or perpetuate, the individual producer
must represent the foundation and must be
protected if we expect to build up the industry.
"It is only through a program of unselfish,
unified, purposeful action, on a foundation of
merited confidence, that we may hope for sue-
cess.
"Never since the birth of the human race
has there been any real achievement without
cooperative effort.
"In placing the Florida citrus industry on
a sound, profitable, permanent foundation, it
may be necessary to bring into some form of
cooperative action, some very divergent inter-
ests. This situation, however, does not alter
the fact that everything worth while is the re-
sult of some kind of group action, and that the
most rapid progress is made when we move for-
ward together.
"Personally, I believe that if the Florida
citrus industry ever emerges from the shadow-
land of chaotic conditions, some form of co-
operation on the part of those controlling its 1
output will be the deliverer."-By L. M.
Rhodes, State Marketing Commissioner.


Page 4


May 15, 1932






May 15 1932


Committee of Fifty Pays

Tribute to "Dean" Harris
Dr. James Harris, of Lakeland, who after
June 1 will be the only member of the Com-
mittee of Fifty having served continuously on
that group since its formation four years ago,
was honored at the Committee's meeting May
11, in Sanford, by receiving as a gift from the
Committee a beautiful gold watch.
The presentation of the watch, which car-
ries the inscription "Presented to Dr. James
Harris by the Committee of Fifty, May 11,
1932," was made by Jim Morton, of Auburn-
dale, who with John D. Clark, of Waverly, also
has served continuously on the Committee of
Fifty. Both of these growers have been elect-
ed as members of the Clearing House Board
for the coming year.
Mr. Morton, in presenting the watch to Dr.
Harris, paid a tribute to the Lakeland mem-
Sber's loyalty to the Clearing House, his faith-
fulness in attending meetings, and his tireless
work on various sub-committees. Mr. Morton
said, "The Doctor has never missed a meeting
of the Committee nor failed to answer the roll
call of any sub-committee. He has brought to
every meeting the enthusiasm of youth and the
Wisdom gained in the rich experience of years
spent in his profession and business.
"He is loved by every man who has served
on the Committee, and has worked fearlessly
and earnestly at all times for the welfare of
the Florida citrus grower, effectively using as
his weapons reason, fact, logic, and courtesy.
4 Too much cannot be said of his straight-for-
ward, clear thinking, and his direct and un-
trammeled defense of right against wrong. I
recommend this Dean of the Committee to you
as chart and compass in your continued service
to the Florida citrus industry."


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

"STOP THE BY-PRODUCTS!"
New London, Conn.
May 17, 1932.
Florida Clearing House News,
SWinter Haven, Florida.
Gentlemen:
Cannot something be done to stop for all
Time the effort to bottle and preserve orange
juice? The canning of grapefruit went a long
Sway toward killing the fresh grapefruit indus-
try and now you are praising the government
Sfor spending the tax payers' money to put the
orange business further in the red.
Did you ever hear or know of a canner or
anyone who markets a product taken from off
grade fruit having the interest of the grower
Sat heart? It is not human nature. I can only
hope that all the efforts toward the bottling of
Orange juice will result in failure and then all
we will have to pay is from our taxes the efforts
of a bureau whose members neither know nor


P,


Very truly,
(Signed)


J. C. TAYLOR, M.D.


"PUSH THE BY-PRODUCTS!"
DeLand, Florida
May 13, 1932.
Florida Clearing House News,
Winter Haven, Florida.
Dear Mr. Editor:
While not now directly in the orange grow-
ing business, I have friends who are, and I like
to read over your publication to keep in touch
with what you are doing for the growers.
Now I notice your "Committee of Fifty De-
partment," which you seem not to accept re-
sponsibility for, so your reader is left to won-
der what you think of some of the statements
appearing in your paper in this department.
Do you agree that "we need bigger and better


The Picture Tells the Story

__ Brogdexed 11 New Tork Auction
S- '- Decesber, 1931
SOranges, Size 216
--. Brogdexed Average .. $3.43
3.00 Not Brogdexed Average 3.10
-- lot BrogdexedI --. -- .
S-- Difference . .33
--1 2 3 4 7 8 9 10 11 14. 15 16 17 18 21 22 23 28 29 30 I I


4 oNoel Tork Auction
S rogdexe d Janmary, 1932
-' Oranges, Size 216
Brogdoeed. Average . $3.53
.... Not Brogdexed. ot Brogdexed Average 3.23
I I I Difference ... .30
1 4 5 6 7 8 11 12 13 14 15 18 19 20 21 22 25 26 i

SS er Tork Auction
February. 1932
*00 -Brogde--xd Oranges, Size 216
.. t"- '- Brogdexed Average $3.81
$ S.0 o Brodexed -L N ot Brogdexed Average 3.58
o.o ,3,0, I I 1 --,
1 2 3 4 5 8 9 10 11 12 15 16 17 18 19 23 24 25 26 Difference .23

These charts give you a very good picture of the price levels of the New York auction
during the months of December, January and February. The higher prices paid for
Brogdexed brands, as shown by the price charts, we attribute to the fact that dealers
have come to recognize in Brogdexed fruit better appearance and longer keeping
time. That means more money every time.
Boosting the net return is largely a grower problem. The benefits of the Brogdex
System interest the packer only indirectly. But packers know what the Brogdex
System is and what it will do. Talk to your packer-you may find a way to work out
the proposition with him.


Florida Brogdex Distributors, Inc.

Dunedin, Florida


DRIDA CLEARING k% HOUSE NEWS

care anything about marketing, but only a new
way to preserve something of which we already
have a surplus so that all our fruit will have to
compete with the juice extracted from culls.
I talk against the canning wherever I might
be, and you all know what it has done. If your
association or any similar growers' body is en-
couraging the juice and canntn' industry, I
think the growers should boycott that organi-
zation to the absolute zero.


Page 5

cull piles in Florida?" And who, except the
grower, is to furnish this bigger and better cull
pile? And what is the grower to get out of this,
if anything? Will you throw some light on this
subject for the benefit of the orange grower
and those who contemplate orange growing or
the purchase of orange groves?
Do you suppose the Committee of Fifty has
thought to apply to the orange industry some
of the methods used by other industries in re-
claiming or obtaining some profit from the
waste products, and in that way saving an in-
dustry from a loss? In other words, what is
now being done, or is contemplated, toward
some marketable product from this bigger and
better cull pile that will help the grower? Or
is this bigger and better cull pile simply to be
thrown away? Do we hear this committee or
any other body suggesting for the benefit of
the grower that marmalade, preserving, or
other methods be used to turn this apparent
waste into money for the grower?
Another question, has the Citrus Exchange,
or other cooperative, obtained any money from
the Government for a marmalade or preserving
factory that could make use of these waste
oranges, or what is the position of the Ex-
change or your Association on this subject?
Yours, for the grower,
(Signed) A. V. S. SMITH.






Page 6 FLORIDA CLEARING HOUSE NEWS


Clearing House Shipment Estimates


Prove To Be Accurate Market Index


An illustration of the help the Clearing the week to week movement would be.
House has been to its grower and shipper mem- task has, of course, been far more difl
bers in the capacity of marketing guide is in- than it would have been with a greater vo
dicated in a review of weekly estimate and within the Clearing House, but the reco
shipment figures during the past seventeen revealed by the figures is highly satisfacto
weeks. The table shown below listing by week
the volume of Florida oranges and grapefruit FAULTY ESTIMATES MINIMIZED
and California oranges shows the number of Weekly estimates turned into the Clei
cars estimated for each variety for the ensuing House each Friday night by the Clearing H
week as well as the number of cars actually shippers, although not always "accurate
shipped. The Clearing House record of esti- 'dot" have been helpful in that they hav
mates compared with the number of cars ac- abled the management to check the ind
tually shipped is a remarkably accurate index, to over- or under-estimate and arrive at a
ESTIMATES COME CLOSE portionate idea as to the amount of fruit t
St s w s i t moved the ensuing week. Obviously, it is
During the seventeen weeks shown in the through the Clearing House that such i
through the Clearing House that such i1
following table the weekly estimates on or- m
mation could be even remotely correct.
anges were, on the average, only sixty-three
cars under or over the number actually ship- As the season has progressed estimates
ped the week following the estimate. In the tended toward greater accuracy as the t
case of grapefruit the estimates on the aver- will show. Accuracy in estimating what
age were only seventy-four cars more or less next week's volume from Florida will am
than the actual number of cars shipped. Cali- to gives every sales manager a confidence
fornia likewise has done an excellent job of directing his marketing that could not pos
weekly estimating, considering the much exist otherwise. Incidentally, it has indir
greater volume moved from that state. The been the means of bringing about an even
average California estimate, however, was one tribution of the flow of fruit from wee
hundred and eighty-three cars off from the week.
actual shipments. The table follows, showing by weeks
A year ago when the Florida Citrus Ex- number of cars estimated for the ensuing w
change withdrew its tonnage from the Clear- the volume actually shipped and. the differ
ing House many of the Clearing House ship- between the estimate and the actual ship
per-members feared that this organization the minus sign appearing where estimates
would be unable to estimate accurately what less than actual shipments:

ESTIMATED SHIPMENTS COMPARED WITH ACTUAL SHIPMENTS BY WEEKS


FLA. GRAPEFRUIT
Est. Shipped Diff.


72 600 639 -39
73 600 674 -74


873 -23
942 -42
896 54
641 259

720 -70
714 86
613 137
623 -23


612
585
551
602
527

425
377

Average


Need Developing For Mor

Supervision of the Tr
By D. E. TIMMONS
Radio Address over WRUF, April 11, 1932
The February statistical issue of "Aut
tive Industries" shows that there were r
tered in the United States in 1931 app
mately 3,500,000 trucks. Florida's regi
tion during the same year was approxim
51,000. In 1920 there were only about 1,
000 motor trucks registered in the U:


600 477 123
500 592 -92
550 609 -59
600 689 -89

600 735 -135
700 518 172
500 485 15
550 617 -67


CALIF. ORANGES
Est. Shipped
900 729
700 878

900 900
1000 876
L250 1199
L150 1604

.200 1469
i400 1338
200 1170
1400 1493


The
ficult
lume
rd as
ry.


aring
house
to a
e en-
istry
pro-
;o be
only
ifor-

have
;able


one of the greatest factors favoring the motor
truck. Retail prices do not fall during depres-
sion as rapidly as wholesale prices. This gives
the farmer or trucker a relative advantage. He
gets both transportation and merchandising
costs as a differential to operate upon. Lower
farm prices give him a larger net margin than
he would get during an inflationary period.
When economic conditions change, it seems
obvious that the truck will not have the pres-
ent advantage.
It is also believed that a large amount of the
trucking is done by persons who are out of
employment and are using the truck as a meth-
od of making a living and that as soon as their
trade or profession offers them employment,
they will quit trucking.
There are others who believe that the motor
truck is here to stay and that the quicker states
or the national government carefully study its
place in our own economic structure and pass
adequate and fair laws governing them, the
better it will be for all concerned.


the UNDER FEDERAL GUIDANCE
ount It would seem that the portion of the prob-
e in lem which affects interstate commerce should
sibly be under the direction of some Government
ectly agency. It would be relatively simple to handle
dis- the problem if all the trucking was done by
k to common carriers but probably more than 75
percent of the trucking is done by private
the truckers.
'eek, Estimates Indicate that motor trucks trans-
ence ported approximately 3,000,000 boxes of cit-
ient, rus fruits from Florida during the 1930-31
were season and that a larger quantity will be trans-
ported by motor trucks during the present sea-
son. This means that a considerably larger
percentage of the present crop will go to mar-
Dff. ket by motor truck than did in the previous
season. It is practically impossible to get esti-
171 mates on the percentage of crops other than
-178 citrus that are transported to market by motor
truck.
124 The following is a summary of some of the
51 information brought out by a survey conduct-
-454 ed by the Bureau of Agricultural Economics:

-269 "Trucks have expedited transportation on
62 short hauls and have made the distribution of
30 highly perishable products more direct and less
-93 wasteful under certain conditions.


600 571 29 1425 1574 -149 RE-DISTRIBUTION CENTERS
525 617 -92 1350 1672 -322 l m r t j
600 713 -113 1600 1660 -60 Regional motor truck jobbing markets
600 556 44 1600 1221 379 where products from a considerable area are
500 468 32 1600 1063 537 concentrated and redistributed and wholesale
roadside stands are increasing in number to
450 482 -32 1350 1208 142 serve the motor truck trade.
425 476 -51 1575 1487 88
"Products most suited to long-distance
74 183 transportation by motor trucks are the light,
quickly perishable fruits and vegetables, or
S States and about 1910 there were only an in- those that yield a high freight revenue and re-
significant number, quire expeditious movement to market.
uck This relatively new method of transporta- "Redistribution from city markets to sur-
tion has reached the point of economic im- rounding trade territories has grown in volume
portance. Many municipalities, counties, states and distance. Except for local supply, the area
oo- and even the nation are wondering just what within fifty miles is now usually supplied with
omo- ale the truck will play in transportation in fruits and vegetables by truck from the large
egoi- the th e truck will play in transportation in city market. In the outer rim of the trade ter-
roxi- the near future. Technical improvements of.. itory, up to one hundred and fifty miles and
istra- the trucks themselves and good roads have sometimes further, trucks compete with miles and
ately made it possible for the truck to handle rather sometimes further, trucks compete with mixed
000, distant loads economically. cars and express shipments from the larger
000,- at econmcity and with straight cars shipped from pro-
nited Probably the general economic condition is d&cing areas."


FLA. ORANGES
Est. Shipped Diff.


Week
Ending
Jan.
23..........
30..........
Feb.
6..........
13..........
20..........
27..........
Mar.
5 .........
12..........
19..........
26.........
Apr.
2......---
9..........
16.........
23.........
30..........
May
7..........
14........---


_ May 15, 1932


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