Title: Florida clearing house news ..
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00086639/00091
 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: July 1, 1932
Frequency: semimonthly (irregular)
Subject: Citrus fruits -- Periodicals   ( lcsh )
Genre: periodical   ( marcgt )
Dates or Sequential Designation: v. 1- Sept. 1928-
General Note: "Official publication of the Florida citrus growers clearing house association."
 Record Information
Bibliographic ID: UF00086639
Volume ID: VID00091
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. S. Dtpt. of Agri.,
Library-Period. Div.,
Washington, D-.





.presenting more than 10,000
rowers of Oranges and Grapefruit

U. S. Postage
1c.i Paid
Winter Haven, Fla.
Permit No. 1

L 16 1938 i c i Publicat
S? .,t 4 Agr f RING HOUSE

$2.00 a Year Published Semi-monthly by the Florida Cit- Entered as second-class matter August 81. Volume IV
10 t rus Growers Clearing House Association, JULY 1, 1932 1928, at the postoffice at Winter Haven, Number 19
10 Cents a Copy DeWitt Taylor Bldg., Winter Haven, Fla. Florida, under the Act of March 3, 1879.e

Advertising Campaign Moving Ahead

Manager And Operating Committee Chairman Reappointed
For Next Season --- The Press Is Boosting Publicity Program

SThe reappointment by the Board of Direc-
tors of Manager A. M. Pratt and the selection
of W. H. Mouser as chairman of the Operating
Committee for the coming season were among
the most important organization details com-
,pleted last month. Both Mr. Pratt and Mr.
Mouser have served in these same capacities
during g the past three years. The election of
other officers, made earlier in the month, was
'announced in the June 15th issue of the News.
With the exception of the Manager, none of
"the offices pay a salary. During the past two
seasons, the office of the executive president
was upon a salary basis but this has been dis-
yontinued for the current season.
Encouraging progress has been made during
the past fortnight in the effort to make possi-
ble an industrial move to sponsor a nation-
wide advertising campaign for Florida citrus.
.Newspapers of the state, upon announcement
of the plan, were quick to take hold of the idea
,and to get behind the movement in their edi-
torial and news columns. Another source of
*help, in the work of interesting growers and
,others in the campaign, is from various civic
organizations in the fruit belt. James C. Mor-
4on vice-president of the Clearing House, is
working with the civic clubs on the matters,
speaking at luncheon meetings of the organiza-
tions upon the need for an effective advertising
campaign. A schedule of these meetings is be-
ing worked out at this time, and, as this issue
of the News goes to press calls for addresses by
Mr. Morton at the following places:
Bradenton, Kiwanis Club, (joint meeting
with Sarasota) July 5, 12:15, Dixie Grand.
Avon Park, Rotary Club, July 6, noon.
: Frostproof, Rotary Club, sponsoring grow-
ers' meeting, July 6, 8 p. City Hall Audi-
Winter Haven, Rotary Club, July 7, noon.
Narcoossee, Chamber of Commerce, July 7.\
Bartow, Kiwanis Club, July 8, noon.
Ocala, Rotary Club, July 11, 12:15, Marion
Clearwater, Chamber of Commerce, July 11,
:45, N. Fort Harrison Ave.
Sanford, Seminole County Chamber of Com-
merce, July 12, 6 p. m.
Crescent City, Rotary Club, July 13, 12:30,
6Grove Hall.

Cocoa, Kiwanis Club, July 15, 12:30.
Mt. Dora, Chamber of Commerce, July 15,
6:30 p. m. Community Bldg.
Lakeland, Rotary Club, July 18, noon.
Clermont, Kiwanis Club, July 19, noon.
Orlando, Rotary Club, July 20, 12:15.
Apopka, Rotary Club, July 21, noon.
Arcadia, Kiwanis Club, July 22, 12:15.
Daytona Beach, Rotary Club, July 25, noon.
New Smyrna, Chamber of Commerce, July
25, evening.
Tampa, Lions Club, July 26, 12:15, Thomas
Jefferson Hotel.
Fort Pierce, Rotary Club, August 1, noon.
Miami, Chamber of Commerce, August 1,


A tentative program for the Annual
Meeting of the Clearing House, to be held
in Winter Haven the morning of July
12th, had just been drawn up as this is-
sue of the News went to press. The meet-
ing will be held in the Ritz Theater be-
ginning promptly at 10 o'clock. In the
afternoon the Committee of Fifty will
meet, probably in the Clearing House
headquarters building, and growers from
all sections of the state are invited to at-
tend both meetings.
The annual meeting in the morning
will include formal reports from Clear-
ing House officials for the activities of
the past season and discussions of plans
for the coming year. It is planned to
have at least one outside speaker but
most of the program will be devoted es-
sentially to matters of immediate im-
portance and interest to both Clearing
House members and growers not affili-
ated with the organization. The meeting
is of course open to the public and all
growers and shippers are cordially in-
vited to attend.
Remember: Ritz Theater, Winter
Haven, Tuesday morning, July 12th, at
10 o'clock.

Orlando, Chamber of Commerce, August 2,
Lake Wales, Rotary Club, August 9, noon.
Kissimmee, Kiwanis Club, August 16, noon.
Assistance from the newspapers already has
materialized in helpful editorials pointing out
the necessity for Florida supplementing its
fruit marketing efforts with publicity aimed at
the ultimate consumer and the trade. The sat-
isfactory results of the emergency grapefruit
campaign, which was sponsored jointly during
the spring months by the Clearing House and
the Florida Citrus Exchange, have been cited
by the press as an example of what advertis-
ing can do for the industry as well as the indi
vidual grower. Competition from other fruits
and fruit juices is becoming increasingly seri-
ous, it is pointed out, and demands that Florida
immediately cast her hat in the ring in the fight
for her rightful share of the consumer's dol-
lar. The startling growth in popularity of to-
mato juice during the past twelve months (con-
sumption having increased more than 600 per-
cent) is proof alone that consumers must be
taught to demand Florida oranges .and grape
fruit and to "get the orange and grapefruit
juice habit" instead of other competitive juices
and fruits.
The following editorials appeared respec-
tively in the Tampa Morning Tribune and Jack-
sonville Times-Union during the past two
weeks, and are published herewith for the
benefit of growers who did not see them in
either paper or in their local newspaper (many
such having reprinted the editorials for their
own readers) :

Progress in the Florida citrus industry is be-
ing made in the development of advertising
plans, the policies of which have already been
approved by the Florida Citrus Exchange and
by the Florida Citrus Growers Clearing House
Association. The development of these plans
carries considerable encouragement to Florida
citrus growers.
The proposed all-state citrus advertising will
be a desirable continuation of the cooperative
campaign jointly underwritten by the Clearing
(Continued on Page Three)

tion of the


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)

Advertising A Profitable Investment

The Impressionist of the Citrus Industry is one whose
friendship we value and for whose ability and good judg-
ment we have such high regard that it is rather refresh-
ing to find him ill-advised and in error. Evidently we
failed to "impress" the Impressionist with the survey of
retail store advertising which so very convincingly
demonstrated and proved the sales appeal contained in
the magic name "Florida," and the following article
from his facile pen impresses us that the Impressionist
has a wrong impression of the advertising needs of the
Florida citrus industry.
He writes:
"One can fill pages with figures, and still fool
one's self a-plenty. The which is apropos the great
volume of figures recently submitted by the Clear-
ing House management to establish that Florida
citrus advertising should be for 'Florida oranges,'
'Florida grapefruit,' etc., and not for particular
trademarks or brands. Figures to the contrary not-
withstanding, experience of the past thirty years in
advertising shows clearly the unwisdom of adver-
tising any article which is not standardized, and
which the consuming public cannot readily iden-
Where has the Impressionist been during the last four
years that he does not know that standardization is one
of the major objectives of the Clearing House work, and
of the great improvement in uniformity developed
throughout the industry by Clearing House inspection
and education on quality, grade and pack? Everyone
realizes that advertising and uniformity of product go
hand in hand. Everyone knows that advertising with-
out standardization loses much of its effectiveness.
Every citrus grower eventually will grasp the truth that
a quality product should be adequately advertised.
The age-worn adage about the world wearing a path
through the woods to find a better mouse trap does not
apply today. The modern world has no time to waste
in woodland search and the maker must bring his traps
to the busy market place, and shout their merits from
the house tops, if he plans to be successful. So it is with
the citrus industry. We know that Florida produces
better citrus fruit, but the world must be told about it if
we plan to be successful.
The Impressionist further writes:-
"And who will rise to cite one instance, just a single
instance, of a really successful commodity adver-
tising program. The Hawaiin pineapple campaign
stuck it out longest, but even that has been aban-
doned in favor of brand advertising by the various
canners. Many, many commodity advertising cam-
paigns have come with a hurrah, and then quietly
slipped into obscurity."
This question is irrelevant, immaterial, and not ger-
main to the subject, but we rise and cite just a single in-
stance: "Say it with flowers." To advertise our fruit
merely as grapefruit and oranges would be commodity
advertising because it would apply equally to all citrus

fruits no matter where produced. This is not our plan,
Mr. Impressionist. Our advertising will be specific and
identify our products by the magic name "Florida," tell-
ing the world that only Florida fruit is best. Ours will
not be commodity advertising, but Florida advertising,
in an effort to create a preference for Florida fruit,
truthfully claiming that it is superior to all other fruits
because it is citrus fruit, and superior to other citrus
fruit, because it grew in Florida's health-giving sun-
That there have been failures in commodity advertis-
ing campaigns we admit. That the roads to yesterday
are strewn with the wrecks of brand advertising cam-
paigns, the Impressionist must admit. Thus his reason-
ing proves a two-edged sword in unskilled hands, which
slays that which it would protect.
Again our friend writes:-
"A flock of figures taken from the bargain adver-
tisements of stores angling for elusive spare pen-
nies in the midst of the worst period of depression
within memory does not necessarily prove any-
To catch elusive spare pennies in depression's ruffled
pool calls for all the skill that the business Izaak Wal-
tons possess. If our figures do not "necessarily prove
anything" to you, Mr. Impressionist, your prover must
be out of order. Running the same figures through our
prover, which produces its conclusions from new evi-
dence rather than old prejudices, we have decided that
the majority of the merchants who angled most suc-
cessfully for citrus pennnes baited their hooks with the
alluring name "Florida," and that Florida growers,
compelled to fish in the same pool, will find, as did those
successful merchants, that larger strings of elusive pen-
nies will be caught on hooks baited with "Florida."
Mr. Impressionist, we are urging every grower and
shipper of Florida citrus fruits to support this all-state
advertising plan, and, if not members of the Florida Cit-
rus Exchange, to become members of the Florida Citrus
Growers Clearing House Association, because these two
large organizations are joint sponsors of this advertis-
ing program.
The plan is economical because if a large majority of
the growers cooperate in the effort an adequate fund
can be raised on a comparatively small per box charge,
thus gaining the maximum of benefit by the minimum of
expenditure, because cooperative advertising avoids the
costly duplication of effort and wasteful expenditure of
growers' money inevitable in competitive individual ad-
Unless money circulates more freely next marketing
season than it did last this advertising may not raise our
returns above those of this season, but it will be needed
to prevent the lower price level that may prevail with-
out advertising. In either case it will be a profitable in-
vestment for every contributing citrus grower.

Page 2

July 1, 1932


Advertising Campaign

Is Now Moving Ahead
(Continued from Page One)
House and the Florida Citrus Exchange dur-
ing the latter part of the present season. The
latter proved to be one of the factors which
took grapefruit out of "red ink." Certainly it
is logical to believe a like cooperative campaign
on Florida oranges, grapefruit and tangerines,
adequately supported and continued through
the season, would produce commensurate re-
Florida citrus growers cannot afford to take
lightly the matter of advertising their product.
Florida citrus faces increasingly severe compe-
tition with other citrus and deciduous crops,
the growers of which each year are bidding
with greater organized strength for an in-
creased share of the consumer's fruit dollar.
This is business warfare, and if the Florida
grower is to hold and increase his markets, ad-
vertising becomes the major weapon.
This advertising problem is largely one fac-
ing the state as a whole. It is a bigger problem
than any one operator alone can expect to
handle satisfactorily. This is a job in which
the entire industry should act as a unit.
It is encouraging to note the strong stand
taken by the Florida Citrus Exchange and the
operators of the Clearing House for all-state
advertising. Such cooperation on a major mar-
keting activity, if consistently maintained, will
produce immeasurable benefit. Other opera-
tors should participate in this program to se-
cure its maximum advantages for all growers
and business interests in Florida.
Such a campaign is more far-reaching in its
possibilities than increased profits to the citrus
growers alone. Citrus is Florida's biggest in-
dustry. The state cannot prosper unless the in-
dustry prospers. When citrus growers are able
to sell their fruits in quantity and at a rea-
sonable profit, the whole state benefits. The
state as a whole, then, must look to a profitable
citrus industry for a return of wholesome busi-
ness activity.
Florida growers have an opportunity which
should not be overlooked. They should capi-
talize the cooperative efforts evidenced by the
leading operators in the industry and adequate-
ly support this proposed campaign. This op-
portunity, properly grasped, will boost Florida
well along the road to prosperity. Neglected,
it will play into the hands of competitive grow-
ers in other states.-Tampa Morning Tribune.

Recognizing the very urgent need for em-
ploying the very best of business methods
whereby to promote the important interests of
the citrus fruit growers of Florida, and after
serious study of the entire matter, a wise and
thoroughly practical conclusion has been
reached in the minds of those who sincerely
desire that the citrus industry of this state
shall go forward with steadily increasing bene-
fits to those who have their money invested in
citrus grove properties and to consumers, also.
This conclusion is emphatically in favor of
united advertising, that is, to advertise as a
unit. The plan now being proposed has great
merit, as must be admitted by all who have
studied it most carefully. A campaign now is in

progress for putting the plan into effect. It
cannot help but meet with the general approval
of citrus fruit growers throughout the state,
including all who grow oranges, grapefruit or
tangerines, if they are alive to their own best
Generally, it is realized that Florida's citrus
fruit industry is not as prosper.oue as it should
be, notwithstanding that much has been done
during many years to make it so. Competition
has to be faced now as never before. This com-
petition comes not only from other citrus grow-
ing sections of the country but, also, from pro-
ducers of food and drink substitutes intended
to take the place of citrus fruit and juices
therefrom, proved by liberal use to be the most
healthful of fruit and beverages.
Good business on the part of citrus fruit
growers demands that the most effective of
trade weapons shall be used in meeting and off-
setting this competition before it is too late-
and that weapon is ADVERTISING, UNITED
ADVERTISING, advertising in which all grow-
ers combine for most effective and widespread
results of a nature highly advantageous to the
citrus industry of this state as a whole.
Great and important battles never are won
by divided armies, each fighting independently,
one against the other in instances. But with a
united front, and with a common purpose,
these armies fighting as one, shoulder to
shoulder, victory is to be achieved and has been
achieved time and time again. So, the citrus
industry of this state needs to present a united
front in advertising in order that desired re-
sults can be secured, and at very less financial
outlay per individual or association than is re-
quired to do individual or divided advertising.
United advertising, tested time and time again,
by other industries and by other associations,
has proved to be wise, efficient and effective.
Why not for the citrus industry of Florida?
There is another angle from which to view
this matter of promoting the best interest of
the Florida citrus industry. As everybody
knows only too well, the country as a whole is
a most serious period of business and economic
disturbance and upsetment. "Advertising is
the way out," said the keynote speaker in the
twenty-eighth annual convention of the Adver-
tising Federation of America, held in New York
last week. To this same convention President
Hoover sent a message of cordial greeting in
the course of which he said: "Advertising has
come to be such a vital force in our highly com-
plex mechanism of production and distribution
that it is most important that those responsi-
ble for its conduct be leaders in courage and
enterprise"-words that well might have been
addressed directly to those engaged in the Flor-
ida citrus industry, for their very greatest
problem of the present is distribution, market-
ing of its products.
For the solving of this problem, advertising,
unitedly done, will be of immense aid and bene-
fit. It will be well, therefore, if within the next
few months Florida citrus fruit growers decide
to get together under this plan of united ad-
vertising and put it over in a big, a purposeful,
and effective way in the coming season, the
plan to be carried forward consistently and
continuously until the superiority of Florida
citrus fruit becomes known in every city and
hamlet in this country and extensively abroad,
where waiting markets for Florida citrus fruit

Whitefly Fungus Now

Ready To Distribute
Red aschersonia, or the red whitefly-fungus,
is now available for distribution by the State
Plant Board, Dr. E. W. Berger, entomologist,
has announced. This fungus parasite is the
principal natural enemy of the common citrus
and cloudy-winged whiteflies during the period
of summer rains.
A culture consists of the amount of fungus
that can be grown in a pint wide-mouth bottle,
and is sufficient to treat an acre of trees. The
price is one dollar per culture, including post-
age. This is about the cost of production and
Each request for fungus should be accom-
panied by remittance to the State Plant Board,
Gainesville, Fla.

Farmers' Week Scheduled

For Aug. 8 in Gainesville
Farmers' Week at the University of Florida
this year will be held August 8-12, Dr. Wilmon
Newell, director of the Florida Agricultural
Extension Service, announces. The occasion
will offer Florida farmers and their wives a
week's vacation that is filled with educational,
recreational, and entertaining features.
Last August about 1,800 men and women,
from every section of the state, attended the
10th annual Farmers' Week, and an even
larger attendance is expected this year. The
entire staff of the College of Agriculture,
Agricultural Extension Service, Experiment
Station, and State Plant Board will be on hand
to help make the week valuable for every
visitor. A number of prominent speakers from
other sections of the country, and successful
farmers from over the state will appear on
the programs.
All facilities of the University will be
thrown open to the visitors. Rooms will be
furnished in the dormitories, and meals will
be served at the cafeteria at very reasonable
rates. Tours will be made of the livestock
barns, fields and pasture experiments, horti-
cultural grounds, insect and disease labor-
atories, and other interesting points on the
Every farmer and farm woman in the state
is invited to spend this week away from the
cares at home and at the same time take a
real college short course.

have not yet been served, although a good start
in that direction has been made.
Let the battle cry of the present be-for
united advertising of.Florida citrus fruit, and
then solid backing, by every citrus fruit
grower, association and organization, of the
plan that is being proposed.-Florida Times-

What's In a Name?
"Waiter, didn't you tell me that this was
chicken soup?"
"Yes, sir."
"Why there isn't a bit of chicken in it."
"No, sir, and there ain't no dog in dog bis-

Page 3





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-
Securing best freight rates and transportation
Developing mutual interests of, and better under-
standing among growers and shippers.
Maintaining representation of industry in all matters
of common welfare.

E. C. AURIN Ft. Ogden
J. C. CHASE .Winter Park
L. P. KIRKLAND Auburndale
J. H. LETTON Valrico
JAMES C. MORTON Auburndale
M. 0. OVERSTREET Orlando
E. W. VICKERS Sebastian
E. H. WILLIAMS Crescent City
E. C. AURIN President
JAMES C MORTON Vice-President
M. O. OVERSTREET Treasurer
L. P. KIRKLAND Secretary
A. M. PRATT Manager

Support For State

Truck Regulation
Railroads sometimes are looked upon
by the public generally with a percep-
tible note of disfavor; broad accusa-
tions of selfishness and disregard for
the common weal are part and parcel
of the carriers' policy, it is freely
charged. Despite this readiness to criti-
cize the railroads it is becoming appar-
ent that the people of the country ap-
preciate the work the railroads have
done in the development of virgin areas
and in the maintenance of effective in-
ter-state distribution, witness whereof
is an increasing defense of the rail-
roads in their battle with the trucks
and buses which has been developing
during the past year or two.
There is a decided leaning by the
public toward the railroads in this
truck fight in various parts of the coun-
try and indications are that sooner or
later the public itself may provide
much of the ammunition which the
railroads will need if they win their
combat with the gasoline-motored car-
The Supreme Court itself in two re-
cent decisions has upheld the laws of
Texas and Kansas giving those states
the right to regulate motor carriers
within their own boundaries. The Lit-
erary Digest in a recent issue touches
upon the Supreme Court action and in-
cidentally quotes several newspapers
that had commented upon the Texas
and Kansas cases. The Literary Digest
article reads as follows:
"That the Supreme Court intends to
sustain, whenever possible, state laws
regulating motor-carriers, is the inter-
pretation a number of editors put on

the two recent decisions of the Su-
preme Court upholding such laws.
"On the same day the court unani-
mously upheld the Kansas law and the
Texas law. And the Baltimore Sun
thinks it is an excellent thing that 'be-
fore agreement has been reached as to
ultimate place of the bus and truck in
transportation of freight and passen-
gers, the state should be armed with
authority to see that the people for
whom good roads were constructed,
and who pay so large a share of the
cost, are not crowded off.'
"In the Kansas case interests affect-
ed had claimed that the law violated
the Fourteenth Amendment in discrim-
inating between different types of mo-
tor carriers. But the court held that
'requirements of this sort are clearly
within the authority of the state, which
may demand compensation for the
special facilities it has provided, and
regulate the use of its highways, to pro-
mote the public safety.' In Kansas,
notes the Baltimore Sun, 'opposition to
motor-truck use of the roads was influ-
enced considerably by the fact that
they were proving highly detrimental
to railroads and threatening their
financial stability-
'The public, recognizing the indis-
pensability of rail service, began slow-
ly to appreciate the need of protecting
the carriers from this kind of competi-
tion. But the determining factor in the
matter was belief that, unless some-
thing was done to check the use of the
roads, for commercial freight and pas-
senger business, the public would be
greatly inconvenienced in its own use
of them.'
"The objection to the Texas law was
that it favored transportation by rail-
road as against truck transportation,
and actually exempted from restric-
tions trucks operated by the railroads.
But such an attitude is by no means un-
constitutional, insists the Supreme
Court, for the reason that:
'The state has a vital interest in the
appropriate utilization of the railroads
which serve its people, as well as in the
proper maintenance of its highways as
safe and convenient facilities.
'It cannot be said that the state is
powerless to protect its highways from
being subject to excessive burdens
when other means of transportation
are available.
"'The use of highways for truck
transportation has its manifest conven-
ience, but we perceive no constitutional
ground for denying to the state the
right to foster a fair distribution of traf-
fic to the end that all necessary facili-
ties should be maintained, and that the
public should not be inconvenienced by
inordinate uses of its highways for pur-
poses of gain.'
"If Texas did not have the right to
regulate the size and weight of trucks
upon the highways, the rights of the
states would not amount to much, com-
ments the St. Louis Post-Dispatch. The
Texas law limits trucks to 7,000 pounds

capacity. The truck owners complained
that this would throw out all but 5,500 of
the 206,000 trucks in the state, and that this
would be destroying their property without due
process of law. Says The Post-Dispatch:
"'The Supreme Court has gone a long way
in defence of the principle enunciated by the
Fifth and Fourteenth Amendments that prop-
erty is sacrosanct, but it was not willing to go
so far as to say that just anything could run
over the Texas highways.'
"In Texas the Dallas News calls the decision
'a victory for good roads'; and it is also 'a
victory for well-regulated transportation and
somewhat of a victory for the railroad,' com-
ments the Galveston Tribune:
'There was a real concern for the condi-
tion of Texas highways under the constant
use of the big lumbering trucks, and there was
the question of safety on the roads to other
drivers. Some regulation was necessary both
for safety's sake and for the sake of preserv-
ing the highways built by the taxpayers of the
State. Nevertheless, it is probably true that
the weight-regulation measure was inspired in
part at least by a desire to handicap the motor-
trucking business.
"'It is doubtful that the state truck laws
are yet perfect or entirely just. Adjustments
may be necessary and desirable. But in the
meantime Texas is progressing toward a sys-
tem of regulation which will be fair to the
motor-trucks, to the railroads, and to the pub-
lic.' "

Real Citrus Grove To Be

Seen at Chicago Exhibit
The department of state and federal re-
lations of the Century of Progress exposition,
after consultation with the department of
buildings and grounds, has forwarded to Earl
W. Brown, manager of the Florida exhibit,
at DeLand, Fla., plans for the Florida citrus
grove, which is looked upon here as one of
the outstanding exhibits at the forthcoming
A plot of 1.29 acres immediately in front
of the main entrance to the agricultural build-
ing and facing the lagoon, has been set apart
for the Florida grove and the work of land-
scaping it and otherwise making it ready for
the trees which will be brought from Florida
next spring, will be begun at once.
The plot will be protected from winds off
the lake in any direction and it is believed will
be admirably fitted for the purpose to which
it will be devoted.
The site is but about 1,000 feet from the
Florida building in the Court of States.

Grapefruit Juice Taxed

But Grape Juice Is Not
An interesting angle of the new revenue act
was presented the Lake Wales Rotary Club re-
cently by Harold S. Norman of the Ridge Can-
Mr. Norman said unfermented fruit juices
are taxed two cents a gallon but grape juice,
probably the largest seller of any of the fruit
juices, is exempt. He said the tax amounts to
about eight to 10 cents a field box on grape-
fruit used for juice.

Page 4

July 1, 1932

July 1, 1932 FL'

Lifting Our Quarantine

On California's Citrus
Several fectors entering into the discussion
centering around the recent lifting of the quar-
antine against California oranges and lemons
have been set forth in a letter sent Plant Com-
missioner Wilmon Newell of the State Plant
Board by Mr. Hamilton Michelsen of the Agri-
cultural Advisory Bureau, City of Miami. Mr.
Michelsen sent the Clearing House a copy of
his letter with permission to reprint it in the
The News herewith reprints Mr. Michelsen's
letter as a matter of interest to all Florida cit-
rus growers, in that Mr. Michelsen brings out
several points which have as yet not appeared
in this publication. The letter follows:
Miami, Florida,
June 29, 1932.
Mr. Wilmon Newell, Plant Commissioner,
State Plant Board,
Gainesville, Florida.
Dear Sir:
Since receiving your letter of March 5, in
reply to mine of March 3, with reference to
California oranges and lemons being shipped
into the State of Florida, I have been absent
from the city a great deal of the time, hence
my silence, but by no means have I lost inter-
est in the citrus industry in Florida nor do I
propose to be silent on the subject until such
time as the State Plant Board re-establishes
the embargo on California citrus fruit and is
placed under the jurisdiction of the Depart-
ment of Agriculture where it belongs and
where the interests of the growers will be prop-
erly safeguarded, thereby eliminating such
danger as confronts the State of Florida at
the present time through the negligence of
your office.
I am well aware of the condition surround-
ing the embargo of California fruit in the
State of Florida and I still maintain, as I have
maintained in my several letters, that the em-
bargo should be replaced immediately.
In your last letter you state that you took
this action after consulting and advising with
those who may properly be regarded as experts
in their field. Is it, or is it not a fact that some
of these men with whom you consulted, were
from California? And is it not a fact that one
of these Californians was Mr. C. C. Teague,
formerly with the Federal Farm Board who
spent considerable time in Florida in the in-
terest of the California citrus industry?
In your last paragraph on page two of your
letter, dated March 5, you state in part as fol-
"The fundamental fact remains that, regard-
less of what views anyone might hold to the
contrary, the powers of the State Plant Board
cannot be utilized for the sole purpose of lim-
iting or restricting competition; and, further-
more, that these powers can only be used for
the purpose of protection against serious plant
pests. In this particular case, that is, the Cali-
fornia situation, there may be honest differ-
ences of opinion. The Board, however, holds
to the position that in its recent action it is
doing exactly what the law requires of it; that
is, protecting Florida's horticultural indus-
Mr. Newell, do you mean to put down in
black and white over your signature that you


are protecting Florida's industries by permit-
ting California citrus fruit to come into the
State of Florida when you know, or you should
know, that the brown rot in California has
been more prevalent this year than any year in
the history of the California citrus industry,
according to E. A. Street, editor of the Cali-
fornia Citrograph? In a recent issue,'which
reads in part and substance about as follows,
it is stated:
"The current season has been a disastrous
one for the California orange growers-an
epidemic of brown rot brought on by unusual
weather conditions, has been the principal fac-
tor in disrupting the marketing situation.
Growers, fearing that the cold might wipe out
their crop overnight, have communicated their
fears to their respective association managers
and have blindly rushed their fruit into the
markets in an effort to obtain the 'uttermost
farthing' for their fruit. They have instructed
their packing house manager to 'pick it all and
get rid of it'.
"Contaminated Fruit-Fruit close to the
ground, which admittedly is the most danger-
ous with regard to brown rot spore contami-
nation, has been picked along with the other
fruit. Upon arrival in the markets, this fruit
was found to have as high as 25 percent to 30
percent brown rot, green and blue mould de-
Now while most of us know that brown rot
develops more freely in damp weather and
while the rainy season is, as a rule, over in
California by May, yet nevertheless there are
rains there and there are heavy fogs and there-
fore plant of dampness at times to develop
the brown rot.
When this fruit is prepared to go to Florida
under supervision, is it not a fact that the Cali-
fornia inspectors and not the Federal inspec-
tors pass upon this fruit? Is it not a fact that
carelessness could creep in--if not intentional
efforts on the part of some of the packers to
put in fruit affected with brown rot? Is it not
a fact that some of the field crates, or packing
crates, or wrapping paper could have been con-
taminated and thereby carry the brown rot
spores to Florida?
Further, you seem to ignore completely the
fact that Colifornia has another epidemic of
the hoof and mouth disease in Orange County
which is in the heart of the citrus belt. Do you
not know that this hoof and mouth disease can
be spread by fruits or vegetables or straw or
anything else coming from California? Were
you of any of your members in California the
last time they were afflicted with the hoof and
mouth disease when they even sprayed auto-
mobiles and people going from county to coun-
ty? If you were, you should realize the seri-
ousness of the condition there and the great
danger in which you are placing Florida by
permitting California lemons and oranges and
even vegetables to come into the state.
While Canada had an embargo on California
products on account of this hoof and mouth
disease, you and your board were permitting
those commodities to come into the State of
Surely you know, or you should know, that
on May 1, the day you lifted the embargo on
California oranges and lemons into the State
of Florida, Canada had declared an official
quarantine against all vegetables, as well as
berries and other fruits grown close to the

Page 5

ground, in any part of California. The em-
bargo also included hay and straw. Do your
inspectors see that no straw or any other arti-
cle which may carry the hoof and mouth dis-
ease, is permitted in the cars that are shipped
into the State of Florida?
Do you not know that on or about March 31,
thirty days before you lifted the embargo and
permitted California oranges and lemons to
come into the State of Florida, that they had
discovered Mediterranean fruit fly larvae on
coffee twigs brought into San Francisco by
passengers from Honolulu and that there is a
possibility that some of the larvae may have
developed to adult flies and escaped from the
package when it was opened?
Are you guarding the interests of the State
of Florida by such negligence? Are you going
to close the door to this great danger after we
have another epidemic of Mediterranean fruit
fly or an epidemic of the hoof and mouth dis-
ease or the brown rot?
The growers of Florida and those interested
in the future welfare of the state demand that
you give us protection, not next month or next
year, but now!
Yours very truly,
Census Taker-"Would you mind telling me
if there is any insanity in your family, lady?"
Wife-"Well, no, not exactly. Only my hus-
band thinks he's boss here at home."-Pacific
Telephone Magazine.

Results Count

The money you spend on your grove is
an investment made to produce a good
crop. The next important step is to get
that crop into the market in the best
possible condition to realize the most out
of it. Over a period of years the records
show that

carries fruit into the market in splendid
condition and holds it that way in the
hands of the dealer. Here is what Brog-
dex will do for you-
Grade out more No. 1 fruit
Save a large portion of the custom-
ary refrigeration expense
Deliver the fruit in sound condition
Hold it that way in the hands of the
Give it better appearance
Control decay and shrinkage
Meet the market demand
Bring you more money
Before contracting this year's crop dis-
cuss these things with a Brogdex packer
or with any of the growers he serves.
There is a Brogdex house near you.

Florida Brogdex

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


Competitors Planning

To Corner Big Markets
Concrete evidence that producers of fruits,
which are competitive to Florida citrus, are
sparing no effort to win the consumer's dollar,
is noted in announcement of advertising plans
of the California Fruit Exchange. This organi-
zation-not to be confused with the California
Fruit Growers Exchange is made up of Cali-
fornia growers of deciduous fruits, such as
pears, peaches, plums, apricots, etc. These
growers are planning an effective invasion of
the large eastern and mid-western markets,
and the following excerpt from a copy of their
plans, should give Florida citrus growers con-
siderable food for thought:

Present plans call for a more intensive cam-
paign in the New England States than was pos-
sible last year. Constant repetition spells value
in advertising, and of course it would not pay
to abandon the good work already started in
New England. Based on last year's experi-
ence, however, two phases of the campaign will
be greatly stressed-(1) co-operative adver-
tising with chain stores and (2) dealer service
work in New England private sales markets.
It was determined last year that cooperative
work with chain stores was highly productive
of results, not only to the chain, but to our-
selves. Every effort will be made this year to
broaden activities in this direction. It is not
possible and perhaps not advisable to disclose
all of the details which have been worked out
towards this end at this time, but it is suf-
ficient to say that a complete program has
been developed with the principal factor in
New England, which will be described later.
A program is under consideration for
strengthening the dealer service work, not
only in Greater Boston, but in the private sale
markets throughout the area, including such
cities as Province, R. I., Hartford, Bridgeport
and New Haven, Conn., Springfield and Wor-
cester, Mass., and Portland, Me.
Although considerable attention has been
called to the importance of dealer service
work, in the various articles on the Exchange
campaign previously published in The Blue
Anchor, this link is such a feature in the whole
deal that some of the points will easily bear
repetition. This business of contacting whole-
sale and retail trade through trained men has
become a very important function in modern
merchandising methods. In present day adver-
tising programs, there is scarcely a manufac-
turer or producer who does not employ care-
fully trained men for specific purpose of con-
tacting wholesalers and particularly retailers.
These outlets are serviced continually by ex-
perts who not only call on retailers constantly
and systematically, but who for the most part,
are either trained window decorators them-
selves or accompanied by men trained in this
line, whose sole object is to display the mer-
chandise to advantage in retail store windows
as well as on the counters.
Taking a lesson from the experience of
others, the California Fruit Exchange early in
its advertising campaign of last year, decided
to concentrate very heavily on dealer contacts,

not only with the carlot buyer, but with the
jobber, wholesaler and most important of all,
with the retailer. The results of the first year's
work along this line speak for themselves, and
in such a decided manner that this dealer serv-
ice work will be strengthened wherever possi-
ble during the present campaign. Our dealer
service men will continue to carry to the re-
tailer this year the story of the California
Fruit Exchange advertising program, and
everything possible will be done to further ac-
quaint him with the methods of operation of
this organization. By reason of the experi-
ence he gained last year, the dealer is now fully
aware of the Exchange practice of tying-in
effectually our dealers service campaign with
other advertising media such as newspapers,
bill-posters and radio. He is alive to the op-
portunity of increasing his sales of fresh fruits,
and this year our work with him should pro-
duce even better results than was the case last

The Grower's Voice

Orlando, Florida.
Florida Citrus Growers Clearing House Assn.,
Winter Haven, Florida.
The Clearing House News is to be congratu-
lated upon the stand it takes in advocating and
stressing the dire need of adequately advertis-
ing Florida citrus fruits.
I certainly hope that this campaign will bring
the results that necessity requires and further
that it will be a Florida citrus fruits proposi-
tion instead of a "Brand" advertising idea.
The trade cares not so much about a particular
brand, and we need to stress Florida Fruit. If
the brand idea is wanted, let the individual
packer do his own spending. The majority of
the growers feel the same way, so far as I can
The reported goal of $300,000 for advertis-
ing the coming season is to my mind quite in-
adequate to do the work most effectively.
Twenty million boxes assessed at five cents a
box would give a cool million and do some real
good. If we are going to do this thing, let us
do it right or not at all. Eventually ten cents
will be the goal if we expect to successfully
hold our own in any market.
The grower or packer that withholds his sup-
port is standing in his own light. A few cents
spent for creating a desire will at least keep
our prices from further decline and will cer-
tainly do much more. It is either do this or
quit the game in a few years.
Five cents spent for advertising looks as big
as an elephant to many of us, but an additional
profit of 50 cents per box should make us for-
get our miserly views.
We should not be too hard upon the rail-
roads, for this tendency has given us a limp the
past few seasons, via the truck route. We need
the railroads and they need us and possibly we
can come to some amiable solution.
Trusting that you hammer away at the ad-
vertising proposition if the idea is for other
than "Brand" advertising, otherwise we might
as well keep our money in our pockets.
Yours very respectfully,

Advertising in '30 And

'31 Paid These Concerns
A recent study by the Advertising Federa-
tion of America has shown dramatically just
how indispensable a tool advertising has be-
come for the far-sighted business man, Dr.
Julius Klein, Assistant Secretary of Commerce
stated in a radio address this week. "The Fed-
eration's analysts studied the records of 120
corporations-and lest there be any question
as to whether the findings were due to tem-
porary conditions, they went back over a
"Sixty of the companies whose records were
analyzed had been consistent in their adver-
tising over the seventeen-year period, steadily
increasing their expenditures each year over
the year before.
"This group of successful companies spent
more for advertising in 1930 and 1931 than
in the two preceding years, and in 1931 their
profits approximated the average for the pre-
ceding five years. Advertising did not do it
entirely; the products these firms were manu-
facturing or selling had to be good and fairly
priced or their customers would not have con-
tinued to buy them in steadily increasing vol-
ume, no matter how vigorously they were
publicized; but in every one of these sixty
cases a consistent and well-planned advertising
policy played an absolutely essential part in
placing the firms in the secure positions they
hold today.
"That is especially well demonstrated when
we compare the course taken by those firms
with that of the other sixty companies studied
by the Federation. They were all advertisers,
too, but not consistent advertisers. When busi-
ness was good, they would advertise heavily,
but when a slack period came they would radi-
cally curtail their publicity programs. Now, in
contrast with the other group, all of these or-
ganizations, seventeen years ago, were among
the important American businesses. Today,
one-fifth of them have either gone out of busi-
ness or are operating on a very restricted basis.
Less than half of the firms in the group have
retained anything like the prestige they en-
joyed seventeen years ago," Dr. Klein stated.

Advertising Committee

Personnel Now Complete
The personnel of the Clearing House Adver-
tising Committee was completed last month
with the addition of the three representatives
from the Operating Committee. The Adver-
tising Committee is made up of three members
from the Board of Directors and three from
the Operating Committee.
At the June meeting of the Operating Com-
mittee, the following were appointed on the
Advertising Committee: Messrs. L. Maxcy, R.
D. Keene and W. H. Mouser. The directors on
the committee are Messrs. R. B. Woolfolk, E.
W. Vickers and M. 0. Overstreet.

"Willie," said the Sunday school teacher se-
verely, "you shouldn't talk like that to your
playmate. Had you ever thought of heaping
coals of fire on his head?"
"No, ma'am, I hadn't, but it's a peach of an

Page 6

July 1. 1932

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