Title: Florida clearing house news ..
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Permanent Link: http://ufdc.ufl.edu/UF00086639/00099
 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: November 1, 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: VID00099
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

of r i "TS. Postage
rY^eL^'^?3t~iod C IiV \ D I r A LIRARy Il1. Paid

on FLORI D A S iNo.




CLEARING HOnUSE,
** "


Representing more than 10,000
Growers o'F Oranges and Grapefruit
SHeadquarters: WINTER HAVEN, FLORIDA


NEWS


Official Publication of the
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 Bldg.. Winter Haven. Fla.


NOVEMBER 1, 1932


Entered as second-class matter August 31,
1928, at the postoffice at Winter Haven,
Florida. under the Act of March 3, 1879.


'Advertising to Be Aimed at Big Marketing Areas

Minimum of $200,000 to Be Spent in Joint


Camp2

The proposed advertising campaign to be
sponsored jointly by the Clearing House and
the Florida Citrus Exchange, support of which
has been solicited during the summer, is now
assured, and the advertising will get under way
this month.
Committees from both the Clearing House
and the Exchange have been working on the
, details during the past few weeks with repre-
sentatives of N. W. Ayer and Son and Erwin-
SWasey, the two advertising agencies selected
to handle the campaign. The amount to be
Spent, a minimum of $200,000, will represent
a special advertising assessment of 2c per box
on oranges, 2c per box on grapefruit, and 5c
cper box on tangerines, the Clearing House con-
tributing half of the total amount and the Ex-
' change the other half. Marketing agencies out-
side of these two groups likewise will con-
tribute to the campaign.
.Messrs. R. B. Woolfolk and W. H. Mouser,
of the Clearing House, and J. A. Snively and
*C. C. Commander, of the Exchange, are the
men who have been working out the plans for
Other campaign. The two Clearing House repre-
k4sentatives have been on the Advertising Com-
mittee of the Clearing House since its incep-
tion and are familiar with Clearing House
Policies as regards the advertising of Florida
Citrus. Messrs. Snively and Commander like-
Swise have been keenly interested in the adver-
i rising of Florida citrus, and the four make up
,a committee that will see to it that a full dol-
lar's worth of advertising is obtained from
Every dollar spent.
ADVERTISING IS ESSENTIAL
The members of the committee representing
rfthe Clearing House, in reporting on the cam-
paign, declared that an effective campaign is
particularly needed "in the face of the mar-
oketing season which is before us. This cam-
;'paign should not be looked upon as an expense.
It is not an expense, but an investment; we are
entirely confident we can expect a very definite
siand immediate return this season which will be
more than sufficient to justify the effort and
t he outlay proposed.
S"Until the recent efforts to create joint cam-
paigns for Florida citrus fruits," the commit-
ee stated, "it is history that theretofore the
majority of the fruit shipped from Florida each
season bore no part of the cost of advertising


ign Telling Country About Our Citrus

or other effort to broaden and intensify the pockets.
consumer demand for these fruits. This was profit at
manifestly improper, if consideration is given That is e
to the constantly increasing production and that grap
the absolute need for stimulating consump- upon an
tion." provision
The proposed, and now practically arranged, tangerine,
joint advertising campaign marks the peak of This se
the effort to date to enlist the greatest possible worked ou
number of producers in a combined advertis- tee have h
ing effort on behalf of their joint production. vertising
That it takes the form of advertising Florida in budget
oranges, grapefruit and tangerines as a whole The car
is only logical, ing in the
REAL RESULTS ACHIEVED of the pri
Last season's joint commodity advertising an extens
campaign on behalf of Florida grapefruit was casts to r
an unusually successful example of what can The propo
be accomplished by a united endeavor. That include W
campaign put more than a million dollars into enjoys so
the pockets of Florida grapefruit growers, and This ca
more than abundantly justified itself. It can- the full a
not be expected that we can duplicate this suc- of orange
cess every time, but it is certain we can reap ida, regard
profit, and a substantial profit, from future filiations.
joint advertising efforts. it in the f
As a matter of fact the proposed campaign before us
for this shipping season is simply a continua- when the
tion of last season's effort, and is justified by months b
the success that our joint campaign then met sections,
with. It has been said that the campaign last tion and
season put more than a million dollars into our the consu


The actual figures probably fix that
more than a million and one-half.
enough to justify carrying forward
efruit campaign again this season
enlarged scale and to make proper
for advertising Florida oranges and
s as well.
ason's campaign has been carefully
it. The members of the joint commit-
ad the benefit of the most expert ad-
counsel in the country to guide them
ing the proposed expenditures.
npaign will take the form of advertis-
daily newspapers in ten or a dozen
incipal markets of the country upon
ive scale, supported by radio broad-
each the eastern half of the country.
sed radio hook-up will, among others,
LW, the great Crossley station which
large an audience.
tmpaign deserves and- houtl obtain
.nd hearty support of every grower
s, grapefruit and tangerines in Flor-
rdless of his, or her, 'marketing af-
We need it. Particularlyd-o we need
ace of the marketing season whichh is
. We need it to start tff properly ,
markets have for- the past several
een given over to fruit fr6m other
and we need it to stimulate consump-
keep all Florida citrus fruit before
ming public through the season.


Irrigating in November to January

Offsets Irregularity of Rainfall


By E. F. DeBUSK, Citriculturist
(Broadcast Over Station WRUF)
With reference to their interests in grove
irrigation at this time, citrus growers may be
considered in two groups, namely: those who
have the facilities for irrigation and find them-
selves in need of more information on when to
irrigate and how much water to apply; and the
other group who are debating the question as
to whether or not it would pay them to install
irrigation plants at this time. I shall attempt to
offer a few suggestions, based on the limited
information available, to the grower who is
equipped to irrigate at a reasonable cost
(around $1.00 per acre inch), hoping that the


suggestions may at the same time answer in a
measure at least some of the questions in the
minds of growers who are considering serious-
ly the matter of investing in grove irrigation
equipment.
We are greatly handicapped in trying to set
up an efficient and economical irrigation pro-
gram by the fact that only a very limited
amount of research data, applicable to Florida
grove conditions, are available for backing up
such a program. Until such a time as research
is able to point the way, we are forced to look
for a kind of guide in irrigation by correlating
(Continued on Page Three)


Volume V
Number 3






Page 2 FLORIDA CLEARING HOUSE NEWS


,IIeI I/ ,LLL /, JL O
(Articles under this heading are prepared and published in the News by the
Educational Committee of the Committee of Fifty. Through this department
members of the Committee of Fifty hope to maintain closer relations with the

Services Rendered by

On Tuesday of this week two good grower members of
the Clearing House engaged in conversation. The subject,
of course, was citrus fruit. One of these men had been a
member of the Committee of Fifty since the beginning; the
other had signed up with the Clearing House as a grower
member at the mass meeting held in Orlando in April of
1928, and has loyally continued his membership. Recently
there arose in his mind, the question: what does it profit a
citrus grower to be a member of the Clearing House?
Said he, "This year I have approximately 1500 boxes of
grapefruit and a little over 2000 boxes of oranges in my
grove,or a total of somewhere in the neighborhood of 3500
boxes. On these my Clearing House expenses are, first of
all, Ic per box for operating cost and 2c per box for adver-
tising-a total of 3c per box. This means that I will have
in Clearing House operating and advertising a total expen-
diture of $105. Now there have been times when $105
didn't seem so much, but in these days $105 is considered
a substantial sum. I should like to know whether I am
helping myself and what I gain by this contribution to the
operating expense of the Clearing House. Now, you, being
on the Committee of Fifty, are more familiar with what's
going on than I am, and I want you to tell me what I get
for my money."
"I am glad you have brought up this question," said the
Committee of Fifty member. "It is a question that every
grower ought to be asking these days and every grower
who raises the question is entitled to a complete and satis-
factory answer.
"First of all, let's consider the Ic per box operating
cost of the Clearing House. This is a very low assessment
and the Board of Directors have carefully cut the operat-
ing cost to the lowest possible minimum and yet maintain
the valuable features of Clearing House service to the
industry.
"First, the Clearing House pays 50c per car, or almost
Ic out of every 7c of income, to the maintenance of the
Growers and Shippers League, that organization which
renders such valuable service to the fruit and vegetable
growers of the state on the matter of freight rates. The
work of this organization during past years has saved the
fruit and vegetable industry of the state many, many mil-
lions of dollars that would have been paid to the railroads
had not the Growers and Shippers League maintained
careful watch over regular freight charges and vigorously
protested and fought proposed and attempted increases in
railroad tariffs.
"Again, the Clearing House, representing about 40 per-
cent of the industry, in joint effort with the Florida Citrus
Exchange is earnestly and persistently conferring with the
higher railroad officials seeking lowered freight charges.
Speaking as they do for the majority of the industry, they
have been able a number of times to secure emergency
reductions that have effected great savings to every grower
of citrus fruits.
"This work is somewhat intangible but extremely valu-
able, and could not be accomplished without the united
effort made possible through the Clearing House. While
many of our growers may fail to recognize it because it
does not come immediately to their attention, nevertheless
it has a value in dollars and cents to the grower, saving him
his contribution to Clearing House operating costs many
times over.
"The Clearing House Board of Directors, Operating
Committee, and Committee of Fifty are constantly alert
and watchful lest any inimical legislation be enacted, and,


y / I/tJ I L,
thousands of other grower-members of the Clearing House and to report their
efforts and activities to them. The Clearing House Directors and Manage-
ment accept no responsibility for what appears in this department)

the Clearing House

inasmuch as the Clearing House is the united voice of a
vast proportion of the Florida citrus industry, leaders in
legislative and other fields give prompt and earnest atten-
tion when the industry speaks through its voice-the Clear
ing House. Your Ic per box, my friend, helps to accom
plish these things that are of profit to you as a produce
of citrus fruits.
"The Clearing House carefully compiles and issue
daily to every one of its shipper members a complete repo.
of market conditions, which it would be impossible to hav
did the Clearing House not exist. Because of this com
plete and valuable information your shipper can more in
telligently and confidently serve you in the marketing o
your fruit than he possibly could if this information wa
not available to him through the Clearing House. Because
of this complete information, which is accurate as to daily
and estimated future movements, as well as prices, no
only from Florida, but from California, Texas, and Port
Rico, the industry is able to avoid the congestion that pr
viously occurred when marketing agencies were shipping
blindly. Also, because of this complete daily information
the marketing agencies affiliated with the Clearing Hous
are able to foresee and forecast market tendencies, takin
advantage of those that will be helpful and avoiding those
that might prove disastrous. The result of all this is r
elected in the returns you receive for your fruit. The fa
that the Florida citrus industry has been the most success
ful of any of the major agricultural groups of the country
through these three years of financial stress and lower
purchasing power, is due largely to cooperation in th
industry through the Clearing House and the service t
Clearing House has been able to render to the industry
Had it not been that the Clearing House during those year
has been earnestly at work protecting the industry i
directing volume and movement, the Florida citrus grow
today would have had a much different story to tell.
"I could continue enumerating services the Clearin
House performs for you and every other citrus grower, a
reciting numerous examples of practical application of t
work in standardization and in other important contrib
tions to industry welfare, but those I have already cit
far exceed in value to you the Ic per box you pay for Cle
ing House operation.
"Now, I don't know, you may be one of those grower
who is doubtful about the value of advertising, and qu
tions rather seriously whether the 2c per box you are goi
to pay this season for advertising is a wise expenditure."
"No," said the other grower, "I have no objection
the advertising assessment because I am fully convince
that the citrus industry of Florida must continue to spe
large sums of money each year in advertising, in order
create demand for the fruit that will balance the incre
ing supply that we produce. I am convinced of this becau
we have proof on all sides that producers of competiti
products, such as tomato juice, pineapples, and other ar/
cles of food and drink, are clamoring loudly for their sha
of the consumer's dollar. Many of these competitive pro
ucts are being forced upon the consumer backed by m
lions of dollars in advertising. We do not dare close o
eyes to this situation. I do not consider advertising an e
pense but an investment. I am fully convinced that if Fl
ida citrus growers fail within the next few years to spe
from one-half to three-quarters of a million dollars annu
ly in advertising, a great many of our citrus groves will
abandoned, because the prices received for citrus fruit a
subject to the law of supply and demand. We have the s


November 1, 1932


Commit f Fift D at nt






November 1, 1932 FL

ply and must create demand sufficient to ab-
sorb it. The only known method of increasing
demand is through the various modes of ad-
vertising and publicity. As a grower, I would
rather see double the amount assessed this sea-
son spent.in advertising. I am fully aware that
the purchasing power of the country is no
greater this season than it was last and may
perhaps be less. This makes advertising more
essential. I do not expect that the advertising
done this season will bring returns in excess of
those received last season, but I know that if
we attempted to market our crop this year
without advertising the returns would be very
low indeed, and I feel sure that the 2c per box
that I contribute to the advertising fund will
be returned to me many times over.
"There may be no opportunity to definitely
prove this, but the value of advertising has been
clearly demonstrated in all lines of business
endeavor, and I know that what advertising has
done and is doing in promoting the sale and dis-
tribution of other products, it can and will do
for the citrus industry of Florida. My only
regret is that every citrus grower in the state
cannot see this clearly and contribute his share
to this advertising program.
"I am beginning to see more clearly now that
with conditions as they are in the Florida cit-
rus industry the best available solution to the
problem of getting adequate support for ad-
vertising our fruit is through the Clearing
House. Like a great many other growers, I
probably have been following a theory instead
of recognizing conditions as they actually ex-
ist. Obviously, the Clearing House is the
answer.
"I'm glad I have had this conversation with
you this morning because it has given me a
more definite impression of the service the
Clearing House is giving me as a citrus grower
and I hope that the day will come when the cit-
rus industry of Florida will be more thoroughly
organized and better able to protect and pro-
mote the best interests of every producer of
citrus fruit."


Irrigating Offsets Irregular

Rainfall
n (Continued from Page One)
Rainfall and soil moisture with production, over
a period of years.
In an effort to find some sort of a guide as to
Sthe time and rate of application of irrigation
water, I have produced a chart showing the
average daily rainfall over a period of eight
years, of thirty to thirty-four stations dis-
tributed over the entire citrus belt, and have
Correlated this daily rainfall with production.
Of course this rainfall is considered in the light
Sof its efficient distribution over each month
and throughout the year, rather than as the
total rainfall for any given month or year.
RAINFALL TOO UNEVEN
The total annual rainfall of any important
section of the citrus belt, for any one of the
eight years of the period under consideration,
was sufficient to supply ample soil moisture for
, citrus production, had it been properly dis-
tributed. As a matter of fact, too much of our
4 annual rainfall comes during the summer rainy
seasonand is lost to citrus trees because of the
* very low moisture-holding capacity of our


1ORIDA CLEARING HOUSE NEWS

porous sandy soils. Of course the rainfall of
the rainy season replenishes the lakes and
streams, and raises the general water table, all
of which serves directly or indirectly in keep-
ing up the supply of soil moisture throughout
the year.
The most reliable information would- iFdi-
cate that on our Norfolk soils (the type on
which most of our citrus is produced) approxi-
mately one inch of water, in the form of rain-
fall or irrigation, must be applied every ten
days to supply the needs of bearing citrus
trees under ordinary culture conditions. This
means three inches of water a month, dis-
tributed as I have just suggested. Proper dis-
tribution is extremely important.
In practical irrigation we often find the
water-holding capacity of our citrus soils run-
ning below 7 percent. I have reference to the
field capacity. Of course these soils will hold
more water when confined in a vessel and
forced to become saturated. But as a matter of
fact we cannot get an even distribution and
generation in the grove, especially when the
soil has been allowed to run a bit dry. Conse-
quently the field water capacity of a soil is al-
ways less than its absolute capacity.
APPLY WATER SLOWLY, EVENLY
An inch of water (approximately 27,000 gal-
lons) when absorbed by a foot of soil gives it a
moisture content of 5.6 percent. Allowing for
the small amount of moisture that is usually
present in the soil, an inch of water will usually
wet the soil to a depth of one foot. Two inches
will wet two feet; three inches three feet, or
through the main part of the root zone. This
is assuming that the water is applied slowly
and evenly over a surface that will absorb it
and given sufficient time to become absorbed.
With these few facts and suggestions, let's
try to set up an irrigation program for this
fall and winter.
Going back to the idea of correlating the
rainfall or soil moisture conditions of October,
November and December with production over
a period of eight years-1925-1932-records
indicate deficiency of soil moisture at some
time during each of these months, of each of
the eight years, in a majority of the groves of
the state at least. In five out of seven years the
October drought began the last week of the
month; in no instance did it seem to have any
effect on the succeeding crop; but the current
crop of two years out of the seven may have
suffered some dropping as a result of moisture
deficiency.
Careful analysis of the records reveals soil
moisture deficiencies for the month of Novem-
ber, for the past seven years, of 20 to 30 days
each.
In three out of the seven years mentioned,
considerable dropping of the mature or cur-
rent crop of fruit resulted from the November
drought. At the same time the twenty-seven
days of a very dry soil condition during Novem-
ber, 1928, is undoubtedly reflected in the 79
percent crop of 1929-1930. It might be of in-
terest here to note that the soil moisture condi-
tions of last November were an almost exact
duplication of those of November, 1928. A 79
percent crop this year would mean approxi-
mately 20,200,000 boxes.
RAINS "FELT" ONE YEAR LATER
Going into rainfall and soil moisture records
for each December of the past seven years, we


Pare 3


find a deficiency of moisture throughout each
of the seven, with the exception of the last
twelve days of December, 1930. The total
average rainfall for the citrus belt for those
twelve days was 4.34 inches. This was followed
by the record crop of 1931-32, the largest in
the history of the industry. Of course we must
not overlook the fact that the rainfall during
January, 1931, was the most favorable of the
past eight years. But undoubtedly the heavy
and well-distributed rainfall of the last half of
December, 1930, and January, 1931, con-
stituted a big factor in the record crop that fol-
lowed. On the other hand it might well be noted
here that the crop of 1927-28; the smallest in
many years, was preceded by extremely dry
soil conditions from the first of December,
1926, to the middle of February, 1927, con-
tinuously. A total average of only .56 of an
inch of rain fell in December and .27 inch the
following January.
In these rainfall production correlations we
find considerable support for. late fall and win-
ter irrigation. It seems desirable to supple-
ment the rainfall with enough irrigation water
to make up one inch every ten days-three
inches a month-to prevent wilting, and drop-
ping of the current crop. The data indicate
that a thorough wetting of the soil as deep as
the roots penetrate, some time between the
middle of November and early January, is es-
sential in preparing the trees to flush a good
bloom and set a big crop of fruit, previous fer-
tilization and other preparation of the trees
having received due attention. This may re-
quire an application of two or more inches of
water to reach the lower depths.
A rain gauge can be made a useful part of
the irrigation equipment. If the rainfall record
is desired, it should be obtained on or very near
the grove by the use of a reliable rain gauge.
A gauge for this purpose may be obtained at a
cost of $3.00 to $5.00. It is also important to
measure the irrigation water applied. This can
be done by the use of a simple, inexpensive
measuring device placed in the conductor pipe
line.
When the h top soil is very dry, a more even
distribution of a fertilizer application may be
obtained by having it follow, rather than pre-
cede, an application of irrigation water. The
washing effect, resulting from applying too
much water through one outlet, should be avoid-
ed. Very practicable methods have been work-
ed out for dividing the flow of water into
numerous small outlets, to prevent washing,
give more time for penetration and thereby in-
sure a more even distribution of water under
the trees where it is usually very difficult to
wet the soil. The areas most difficult to wet
are usually the ones needing water most.



IRRIGATION

Ames Lockseam Slip Joint Pipe
Universal (bolted joint) Cast
Iron Pipe

67 Years of Service.

The Cameron & Barkley Co.
TAMPA, FLA.






Page 4 FI

FLORIDA

CLEARING HOUSE

NEWS

CLEARING HOUSE PURPOSES
Co-ordinating members' activities for orderely control
of distribution.
Controlling supplies at key markets.
Disseminating marketing information.
Standardizing grade and pack through impartial in-
spection service.
Increasing consumer demand by advertising and pub-
licity.
Securing best freight rates and transportation
services.
Developing mutual interests of, and better under-
standing among growers and shippers.
Maintaining representation of industry in all matters
of common welfare.

DIRECTORS
E. C. AURIN Ft. Ogden
J. C. CHASE Winter Park
JOHN D. CLARK Waverly
L. P. KIRKLAND Auburndale
J. H. LETTON Valrico
JAMES C. MORTON Auburndale
M. O. OVERSTREET Orlando
E. W. VICKERS Sebastian
GEORGE F. WESTBROOK. Clermont
E. H. WILLIAMS Crescent City
R. B. WOOLFOLK Orlando
OFFICERS
E. C. AURIN President
JAMES C MORTON Vice-President
M. 0. OVERSTREET Treasurer
L. P. KIRKLAND Secretary
A. M. PRATT Manager

Florida---Doctor-Nurse

To America
Some day-and let us hope the day
is not far distant-Florida will cash in
as America's doctor, (or, if preferred,
as America's nurse!)
This is the season when a watery-
eyed and sniffling America begins to
telephone the doctor, to take hot lemon-
ade-as a few do-to go to bed with
hot water bottles, and generally to
have a wheezing old sneezing time of
it. Some of sniffiling America will be
told by its grandmother to eat hearty of
all kinds of heavy foods, and some-a
far too small proportion-actually will
be told to consume large quantities of
orange and grapefruit juice. And
therein hangs this tale. Florida has a
glorious opportunity to relieve sniffling
America and to win the debt of grati-
tude that only a sick person can show
the individual who gets him back on his
healthy feet. There is a decided grow-
ing tendency in America, during the
periods when many suffer with winter
colds, to confine cures to large quanti-
ties of fruit juices. The orange and
grapefruit, of course, are coming in for
recognition, which they should do, but
we still are hiding our light beneath a
bushel.
Just listen to advice given by one of
the country's most prominent phy-
sicians, Dr. Walter A. Wells, who has
an article in the November issue of The
American Magazine. The following ex-
cerpt from Dr. Wells' article, entitled
"Why Catch Cold?" is reprinted here-
with through the courtesy of The Amer-
ican Magazine. Dr. Wells says:
"The next time you have a cold
-in your head, chest, or throat--


LORIDA CLEARING ( HOUSE NEWS

go on a diet rich in Vitamin A and
eat it out of existence. How? By
drinking glasses and glasses of
milk, as much orange juice as your
wife or husband will squeeze for
you, (the emphasis is ours) and
any of the other liquids or foods
which contain this vitamin in
quantity: lemonade, grapefruit,
cider, pineapple, and big spoon-
fuls of cod-liver oil. Stay on this
diet for a day or two, and you'll
find that, while you yourself have
been exceedingly well nourished,
that wretched cold has been starv-
ed to death. If it hasn't-if it lasts
three days, or four-you may be
sure it's a regular giant of a cold,
one that normally would have de-
veloped into a long and serious ill-
ness."
Now, Dr. Wells isn't being paid to
advertise Florida oranges and grape-
fruit even though he does so in this arti-
cle. It would be nice if Dr. Wells and
the thousands of other capable phy-
sicians in the country would do our ad-
vertising for us, but we can't reason-
ably expect them to do so. It is con-
ceivable that there even may be some
physicians who are not convinced, as
Dr. Wells is, that orange or grapefruit
juice is useful in counteracting the ef-
fects of a cold. Those physicians must
be educated. On our shoulders falls the
job of educating them as well as edu-
cating the vast populace who may not
call in a physician when their nose and
eyes begin to run and their interest in
things and people begins to wane.
There appears to be a preponderance
of evidence that our citrus fruit is an
outstanding source of preventive for
various and sundry illnesses. One Dr.
Roger W. Truesdail recently told a
group of interested California lemon
growers something of the chemistry of
vitamins. Dr. Truesdail told his hear-
ers that among the good sources of
Vitamin A is orange juice; that a good
source of Vitamin B is found in oranges,
lemons, and grapefruit; and that Vita-
min C is decidedly prominent in the
same fruit. Vitamin A is helpful in pro-
moting growth and is also an anti-in-
fectant and is required by both chil-
dren and adults. Vitamin B is an anti-
neuritic factor and promotes appetite
and growth. Its deficiency creates
nerve diseases, according to Dr. Trues-
dail. Vitamin C probably is the best
known and is thought to prevent the
disease called scurvy, and it is believed
also that it aids in the prevention of
tooth decay and makes normal gum tis-
sue development possible. Incidental-
ly, Dr. Truesdail mentioned the fact
that there are several other sources of
these vitamins besides our citrus fruit,
and none of us should think for one
minute that producers of these other
vitamin sources are not going to cash in
on these facts! Tomatoes (raw or
canned), asparagus, eggs, milk, car-
rots, spinach, cod-liver oil, and other


November 1. 1932


food and drink items were mentioned by Dr.
Truesdail as other sources of one or more of
these valuable vitamins.
Science has even discovered that it can pre-
pare Vitamin C in crystal form, but we have
been assured that preparation of Vitamin C in
crystalline form is quite expensive, so, for a
time at least, we really can't count on sending
all of our citrus fruit to a factory to be turned
into Vitamin C crystals and thus made readily
available to a suffering people. We can, how-
ever, take to heart the pointed lesson that
sooner or later we will have to inform America
that we are well-equipped to serve as his doctor
or, if you must, to serve as his good-looking
and capable nurse.

The Growers' Voice
A MARKET UNDER OUR NOSE
New York, Oct. 20, 1932.
I have just finished reading the Florida
Clearing House News issue of October 15.
The article under, 'Yes, We Have Tomato
Juice" gets my goat, not because the objec-
tive point as regards advertising is not well
taken and presented, but because it stops there,
indicating the typical and generally prevailing
indifference to the fact that throughout the
state, and during the citrus season, it is diffi-
cult to procure fresh orange juice drinks.
Time after time through the winter months
of the past ten years I have gone from drug
store to drug store in town after town in a vain
effort to get it, or even fresh grapefruit and
lime juice, and have most always met with a
suggestion of orange ade, synthetic drinks or
other 'belly-wash" bad for the innards, and
for which a large amount of money is shipped
out of the state. I know that this has changed
some for the better the past two years, but a
lot more is due.
It would seem that all citizens, particularly
the citrus growers should and could do some-
thing about this. A refusal to buy anything
from such places might help some. The right
kind of article in the papers would do more.
But the great thing would be a serious recog-
nition and realization by all your people of
what a civic disgrace this is, the economic loss
it causes and the unfavorable impression on
visitors who use their eyes and brains.
Think it over. This doesn't cost you a cent
and affords me some satisfaction to get it off
my chest.
M. H. LEWIS.

Judge (to prisoner)-"How big was the
brick you threw? Was it as big as my head?"
Prisoner-"Yes, your honor, but not so
thick."


t RUST 4
is the great destroyer of tanks, stacks, piping,
boilers, metal roofs and metal equipment of all
kinds.

NITROSE
is the great enemy of RUST. A small trial order
will convince.
THE NITROSE COMPANY, Peoria, Ill.
G. L. SIMONDS
Southeastern Distributor
Winter Haven, Fla.






November 1 1932


Week
Ending
Oct. 29, '32
Fla. Org's Shpd....... 29
Total..................... 36
Fla. Gft. Shpd......... 345
Total...................... 854
Fla. Mixed Shpd..... 36
Total---..............---...... 50
Texas Gft. Shpd....... 200
Total-..................... 437
Cal. Org's Shpd....... 1040


Week
Ending
Oct. 1, '32
6
7
226
509
9
14
121
237
1051


Week
Ending
Oct.29,'31
195
299
522
2114
97
168
54
711
1004


Weekly Citrus Summary

(By A. M. Pratt, Manager, Florida Citrus
Growers Clearing House Association)
(Week Ending October 29, 1932)

WEEKLY
CARLOT INDEX ANALYSIS


ORIDA CLEARING HOUSE NEWS

WIRE RECEIVED FROM CALIFORNIA
From a wire just received from California
from a large marketing organization whose
representative had just returned from Central
California, we are informed that estimates in-
dicate about 6800 cars of navels in Central and
Northern California as against 7100 cars.ast
season. The general opinion is, however, that
this estimate is too high and that Central-
Northern California will not exceed 6000 cars.
Sizes are reported heavy 176s to 250s with
quality the best for several years.


Fla. Org's Auc......... 1 1 36
Average.................. $1.70 $2.90 $2.67
Fla. Gft. Auc........... 161 102 326
Average................. $3.42 $3.83 $2.47
Texas Gft. Auc....... 10 12 11
Average........- .... $3.02 $3.62 $1.99
Cal. Org's Auc.........* 566 553 576
Average-----............... $3.33 $3.35 $4.09

FIRST SIX DAYS' SHIPMENTS
AND SALES (Commencing Sunday)


ORANGES No. 1
Shpd Sold Avg.
Oct. 22.... 2 1 $2.50
Oct. 29.... 1 1 2.75
Nov. 5
last year.. 27 9 2.74


ORANGES No. 2
Shpd Sold Avg.

1 1 $2.35
19 2 2.12


GRFT. No. 1 GFT. No. 2
Shpd Sold Avg. Shpd Sold Avg.
Oct. 22.... 33 5 $3.01 44 14 $2.83
Oct. 29 ... 46 6 2.75 70 23 2.37
Nov. 5
last year.. 83 39 1.77 54 30 1.49

TRUCK MOVEMENT
Week Ending Sat.-9 A. M.
360 Boxes to Car
Oranges Grapefruit Tang. Total
Oct. 22----........... 6757 8446 15203
Oct. 29---......... 11719 13750 60 25529
Total to date.... 21865 33913 60 55848
Total to date
last year........ 36252 49762 282 86296

COMPARATIVE SHIPMENTS
Florida Oranges
Week Last 1930- 1929- 1928- 1927-
Ending Year 31 30 29 28
Oct. 22 ....... 92 749 87 136 369
Oct. 29 ........ 195 860 171 682 314
Nov. 5 ........ 208 962 249 1119 491
California Oranges
Week Last
Ending Year 1930 1929 1928 1927
Oct. 22........ 875 115 1063 435 484
Oct. 29 ........1004 167 281 171 314
Nov. 5 ........1121 682 861 813 159
Florida Grapefruit
Week Last 1930- 1929- 1928- 1927-
Ending Year 31 30 29 28
Oct. 22........ 671 306 374 639 280
Oct. 29........ 522 562 358 362 325
Nov. 5 ........ 315 662 321 387 563
Florida Mixed
Week Last 1930- 1929- 1928- 1927-
Ending Year 31 30 29 28
Oct. 22 ...... 64 173 56 92 161
Oct. 29 ........ 97 242 87 122 176
Nov. 5........ 94 335 102 187 225


Texas Grapefruit
Week Ending Last Year 1930-31
Oct. 22 .............. 68 42
Oct. 29 .......... 54 54
Nov. 5 ......... 112 125
Incomplete


1929-30
213
136
139


Here is a prominent Philadelphia house that has built up a re-
markably large trade with interior markets by the use of Brogdexed
fruit. Its better keeping qualities gives more time for slower
movement without danger of excessive shrinkage losses.



A... ZMMERMAN,
A. ZIMMERM & A COMPANY


FRUIT AD sPROD
510-11-12 FRUIT TRADE BUILDING
oDOCK ANO ANITE STREETS
S.. e e PHILADELPHIA ugust 22, 1932


Florida Brogdex Distributor, Inc,
Dunedin, Florida. n.

Gentlemen:

rekardiR e Pying further to your recent inquiry
I rogdexe trus fruits we do nqut es
inhgie5e g your noc hv hane
For many Frult ever plu process. W t hesitate
S many years w ee it first cam ave handled
soaler ~enncylO eneineatoy ng aume on the markets.
leru Iy e s interior usual success in the
mo ,kets si m ltth O Pred to aterminia l orn s us
markets carris th Your dependable nial ution
ercally the fruit to our diess which
besides wy sound and in o esr idenstlons at e
morbe atte find less shi, as cases perfects least
moreppearance of frsut
smaller mar our sati sfactorrt
the auction mewe began handle experience on t
took a littlee timl ti he sa-orogdexed fruit at
SPremium over un c onvince the tr Ithough i
ogdexed fruit tade before paying


Yours very truly,
AZ/r A. zc
PER







Many other big operators are having "unusual success" in building a satisfactory
and profitable trade with interior markets by using Brogdexed fruits. You will
get more money every time if your fruit is Brogdexed-the Zimmermann prefer-
ence is typical of the market everywhere.

FLORIDA BROGDEX DISTRIBUTORS, Inc.
B. C. Skinner, President DUNEDIN, FLORIDA


Page 5

JUST STARTING CALIFORNIA NAVELS
In this wire we are advised that a few
Thompson Improved navels are just starting
to be picked, but most shippers are not plan-
ning on starting picking until some time next
week, with no definite plans yet as to the num-
ber of cars that will be moved in the next two
weeks. The attitude seems to be to get out
everything that is ready to go between the 5th
and the 12th of November in order to reach
the Thanksgiving market.
A wired estimate received from another or-






Page 6


FL


ganization in California was that not over 100
navels from Central California would be leav-
ing by Nov. 12 with possibly another 250 cars
for the week ending Nov. 19. This would make
a total of only 350 cars from Central Califor-
nia against 2122 cars of navels that moved a
year ago up to Nov. 19. California last season
had shipped by this week 88 cars of new crop
navels and for the week ending Nov. 5 moved
394 cars, which was followed by 740 for the
week ending Nov. 12, and 900 cars for the
week ending Nov. 19.
CALIFORNIA VALENCIAS LEFT
From the best we can learn, there are about
1700 cars of valencias left to move from South-
ern California. At this time last season there
were about 1000 cars of valencias unshipped.
It looks as if shipments during the next three
weeks will be much lighter than went out a
year ago. If the estimates we have received
are correct it would mean that the next three
weeks' supplies would be about 1000 cars less
this year from California than last season.

FLORIDA ORANGE SHIPMENTS
EXTREMELY LIGHT
Including an estimated movement for Sat-
urday of a possible six cars of oranges, Florida
has shipped to date by rail only 32 cars as com-
pared in round figures with 300 cars a year ago
and practically 2000 cars two years ago. We
are estimating the coming week's movement at
75 cars of oranges as compared with 208 cars
last season and 962 the season before. This
abnormally light movement is not entirely the
result of late maturity, as a number of our
shippers are hesitating in moving what would
pass the test at the present time due to the feel-
ing that the trade are not yet ready for Florida
oranges, mostly on account of the heavy sup-
plies of California valencias still on the mar-
ket. The f.o.b. inquiry has been light. There
has been considerable decay reported, appar-
ently of the stem-end rot type. Cooler weather
and less time required in the coloring room
will eliminate this feature. Only one car of
oranges was reported as selling at auction this
week and that at the low price of $1.70 deliv-
ered. This showed about 25 percent decay and
is therefore not in any way representative of
what might be expected. Another reason that
is delaying the movement of Florida oranges
is the fact that on account of California's
distance from the market it takes at least a
week or ten days for any lighter movement
from California to reflect itself upon those
that Florida caters to.

CALIFORNIA'S PRE-HOLIDAY SHIP-
MENTS LAST SEASON
So that we may have before us what Cali-
fornia did last season, we are giving below the
following tabulated figures showing the total
carlot movement by weeks from what is known
as Northern California, Central California and
Southern California. The figures shown under
Northern and Central Districts represent ex-
clusively new crop navels. In the Southern Dis-
trict the old crop valencias are shipped not
only until new crop navels start but for a short
time afterwards. In the Southern District one
might figure the week ending Nov. 28 as repre-
senting the beginning of shipments of new
crop navels with the previous week represent-
ing the winding up of the old valencia crop.


ORIDA CLEARING HOUSE NEWS

CALIFORNIA CARLOT SHIPMENTS-
1931-32-BY WEEKS
Oranges
(Does not include proportion from Mixed or
Grapefruit)


Week Northern
Ending District
Oct. 24.... -
Oct. 31.... -
Nov. 7... 42
Nov. 14.... 75
Nov. 21.... 17
Nov. 28 82
Dec. 5 .... 101
Dec. 12..-- 118
Dec. 19.... 57
Dec. 26.... 14


Central
District
5
83
352
665
883
1069
919
967
409
370


Southern
District
847
895
707
253
94
88
256
349
120
304


Total
852
978
1101
993
994
1239
1276
1434
586
688


GRAPEFRUIT SITUATION
Including our estimated movement of 43 cars
for Saturday, makes a total movement for this
week of 330 cars of grapefruit as compared
with 226 cars last week. The total to date in
round figures would be 840 cars as against
2100 cars a year ago and 3000 two years ago.
We are estimating the total movement from
the state at 425 cars. If this is correct, it will
be the first week in which the movement will
be heavier than for the corresponding week in
previous seasons. This heavier movement
should in itself mean very little because of the
extremely light supplies so far put on the mar-
ket. The auction market is still $1 higher than
a year ago, the average on 161 cars at all auc-
tions showing as $3.42 delivered compared with
326 cars a year ago at $2.47. The f.o.b. mar-
ket for the week also shows about $1 higher
than a year ago, this week's average being
$2.75 on No. Is as compared to $1.77 on No. Is
last season and $2.37 on No. 2s as compared
to $1.49 last season. Our weekly auctions a
year ago in November ranged from $2.30 to
$2.60 delivered and in December from $2.10 to
$2.30. Doubtless practically all operators will
be moving what grapefruit will pass this com-
ing week as there seems to be no reasons sta-
tistically for doing otherwise.
AVERAGE AUCTION RATES
As a matter of convenience for evaluating
auction prices, we are giving below the average
freight rate per box to the various auction mar-


I,


t .LP :


November 1, 1932

kets, based on Lake Wales as an average point
of origin in Florida. In the right hand column
is shown the percentage of all auctioned Flor-
ida citrus sold at the destinations indicated.
This gives an average of 96.2c per box that
would have to be deducted from all auctions
where the auction average covers auctions as a
whole. This average freight rate does not in-
clude refrigeration and ignores what saving
might be made where fruit is so located as to
move at less cost by water to points like New
York, Philadelphia or Boston, the water rate
from Jacksonville to New York being 46c per
box and from Tampa to New York 55c.
FREIGHT RATE FROM LAKE WALES TO
AUCTION POINTS
Per Box Auction
(90 Ibs.) Percentage
New York........ $ .96 50.2
Philadelphia .... 92 16.0
Boston ........... 1.05 9.7
Pittsburgh ...... .97 5.1
Cleveland ........ .99 4.3
Chicago .......... .99 6.8
St. Louis---..... .93 1.8
Cincinnati --... .86 3.7
Detroit ............ 1.00 2.4

Avg. 96.2c perbox
In the table below is shown the total cars of
Florida citrus auctioned by varieties in each of
the auctions during the past season:


Or ...
Gft. .
Tang.
Total

Or. ...
Gft. .
Tang.
Total


Auctioned N. Y.
S12496 6503
S9722 4680
2473 1205
24691 12388


Cleve.
464
476
134

1074


Chic.
698
823
151

1672


Phila.
2242
1334
378

3954
St. L.
174
211
70
455


Bost.
1226
964
206

2396
Cinci.
460
357
91

908


Pitts.
538
537
176
1251
Det.
191
340
62

593


The important part that boat shipments play,
particularly to New York, can be readily ap-
preciated when it is seen that over 62 percent
of the grapefruit offerings in New York arrived
by boat, about 25 percent of the oranges and 10
percent of the tangerines. Over three-eighths
of the New York auction offerings from Flor-
ida, or 37.6 percent, arrive via steamer.


;ay Safe with



GULF Brands

They're cheaper in the long run

Regardless of economic conditions, Gulf
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rectly blended and combined. Play safe with
Gulf Brands. You'll find them cheaper in the end.

THE GULF FERTILIZER COMPANY
TAMPA, FLORIDA
Stocks at Convenient Points Throughout the State


jj


.
.




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