Title: Florida clearing house news ..
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Full Citation
STANDARD VIEW MARC VIEW
Permanent Link: http://ufdc.ufl.edu/UF00086639/00100
 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 15, 1932
Frequency: semimonthly (irregular)
 Subjects
Subject: Citrus fruits -- Periodicals   ( lcsh )
Genre: periodical   ( marcgt )
 Notes
Dates or Sequential Designation: v. 1- Sept. 1928-
General Note: "Official publication of the Florida citrus growers clearing house association."
 Record Information
Bibliographic ID: UF00086639
Volume ID: VID00100
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. Dept. of
library Period
Washington, D.


Agri., 3-24
Div.,
FL ORIDA


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


CLEARING


HOUSE
*


Re resenting more than 10,000
Gr wers 'f Oranges and Grapefruit
Headquarters: WINTER HAVEN, FLORIDA


NEWS


Official Publication of the
FLORIDA CITRUS GROWERS
CLE4RiN-..A ASSOCIATION


$2.00 a Year Published Semi-monthly by theFloridaCit- Entered as second-class ma`terAjgsk P Volume V
10 Cent a Cop rus Growers Clearing House Association. NOVEMBER 15, 1932 1928, at the postoffic inter Haven Number
10DeWitt Taylor Bldg., Winter Haven, Fla. Florida, under the Ac9tf arch 3, 1879.


ft *- .-. ... 4


1.1 p .lr t;: of Agricultun
VV


Some

Picking

Comes

High!


vv


Express Rate Reduction
Will Help Sideline Sales
Florida growers engaged in fruit express
business and those who frequently send boxes
of fruit to friends and relatives in the north
will be interested to learn that drastic reduc-
tions in express rates on citrus went into
effect Nov. 5. Reduction in some cases amount
to more than a dollar for the full-sized box.
Many points in the east and middle west now
enjoy a rate of $2 and even less. Rates on
bushels, half bushel containers, half boxes,
half crates,-quarter boxes or crates, and quar--
ter bushel baskets are reduced proportionately
it has been announced, and provisions have
even been made which applies the reduced
rates to irregular sized containers.
The following show the old and new rates
and saving effected to several of the more
important points:


Pres.
Rate
Washington ................$1.76
Baltimore ..................--.. 2.00
Portland, Me............... 2.00
Chicago........................ 2.00
Cleveland .................... 2.00
Cincinnati .................... 1.80
Detroit ..............----.......... 2.00


St. Louis .-------.....................
St. Paul ...........------............
Little Rock ..................
Kansas City ................-----
St. Joseph ....................
Atlanta ........................---
Birmingham ................
Charleston .................


2.56
3.52
2.52
3.31
3.31
1.32
1.44
1.32


Effee.
Nov. 5
$1.60
1.70
2.00
2.00
2.00
1.70
2.00
2.00
2.40
2.00
2.00
2.00
.90
1.10
.90


Reduced
per Crate
$ .16
.30
None
None
None
.10
None
.56
1.12
.52
1.31
1.31
.42
.34
.42






Page 2 FLORIDA* CLEARING HOUSE NEWS November 15, 1932


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

Much to Be Thankful For --- They'll Learn About Florida Citrus


We who live in this favored land of sun and flowers,
a land of health and beauty, have great cause for thank-
fulness as we reach Thanksgiving Day of 1932.
Whom shall we thank?
I thank Ponce de Leon and his brave men who first
set foot on the shores of this golden peninsula and named
it "Land of Flowers," Florida. I thank the man who
planted the first orange seed in this soil and cared for
the tender growth until it blossomed and fruited.
I thank those who pushed forward into the new land,
braved its dangers known and unknown; those who cul-
tivated the virgin soil and changed dense forests into
fruitful groves and fertile fields. I thank the first man
who built a humble home on Florida soil and brought the
crooning lullabies of motherhood and the laughter of
happy, care-free children into this new empire. I thank
those men and women who pioneered in Florida and who
with dauntless courage and energy wielded ax and saw,
turning forests into farms and tractless wastes into home-
sites.
I thank the men who blazed the trails that carried
civilization farther and farther into untouched lands and
made the Florida of today. I thank Flagler and Plant who
brought railroads into the state, making possible com-
mercial and agricultural prosperity and giving the people
of the northland opportunity to enjoy the products of
Florida farms and groves. I thank the men who unselfish-
ly labored and devoted their lives to the improvement of
Florida's products and their more practical and economi-
cal production and distribution.
I thank the leaders in all of Florida's agriculture and
industry. The men who builded highways and harbors,
cities and towns, hamlets and homes. The men who
brought law and order and gave us the protection of a
government of the people, by the people.
To all those brave men and women of days gone by
who gave us the Florida that we know and enjoy today;
who gave us this wealth of comfort and beauty, fertile
fields, golden groves, and happy homes; who gave us
such opportunities for health and happiness, peace and
plenty, pleasure and prosperity, life and laughter-to all
these I give thanks.

So that every grower who is wisely contributing to
the advertising that is to be done on Florida fruit this
season may be thoroughly posted on the advertising fund
and its expenditure, we make the following brief report:
The joint advertising committee, consisting of Mr.
Woolfolk, Mr. Mouser, Mr. Commander, and Mr. Snively,
have earnestly labored to get the greatest possible benefit
out of every dollar that will be expended, and while recog-
nizing the value of many other advertising methods have,
because of the comparatively small amount of money to
be used over such a length of time and such a large mar-
keting area, confined themselves to two major advertising
methods, namely, newspapers and radio.
Some growers already have asked, "Why not use
space in some of the larger national magazines?" The
answer to that question is that nearly all of Florida's
marketing area is east of the Mississippi River, and to
pay for space in magazines, a large portion of whose cir-
culation is west of that natural boundary, would waste a


large part of the money. Then again, every individualI
has his or her own particular choice of a magazine orl
magazines. Each selects his own particular magazine
according to his reading taste or hobby, and no magazines
reaches the homes of any majority of people. On the other]
hand every intelligent American family reads one or more
daily newspapers so your committee has very wisely se-
lected a group of twenty-seven of the larger newspaper
in the following cities: Baltimore, Boston, Brooklyn,
Chicago, Cincinnati, Cleveland, Detroit, Pittsburgh, Phil-
adelphia, Newark, New York, and Washington, thus tell-
ing the story of Florida's citrus fruit to every newspaper
reader in the large consuming areas.
Radio broadcasts telling the story of Florida citru
fruit will be made over stations in the following cities:
Albany, Atlanta, Baltimore, Boston, Bridgeport, Buf-
falo, Chicago, Cincinnati, Cleveland, Detroit, Gran
Rapids, Harrisburg, Hartford, Indianapolis, Louisville,
Milwaukee, Nashville, Newark, Philadelphia, Pittsburgh,
Portland (Me.), Providence, Schenectady, Scranton,
Springfield, St. Louis, Syracuse, Toledo, Washington, an
Worcester.
This extensive radio coverage makes it possible for
every radio listener in Florida's marketing area to hear
the story of Florida citrus fruit from two to five times
daily because of the overlapping of the territories of thel
individual stations. From some of the more powerful sta-d
tions used it will be possible for the citrus grower in
Florida to hear and know that the work is being done, and
being well done.
Every penny contributed to this advertising programs
will be spent exclusively for advertising and no part of it
can be diverted to other uses. However, the committee has
wisely guarded the expenditure of the money by making
the whole program subject to change or cancellation in
the event of any major portion of the crop being destroyed
by wind, drought, or cold. From time to time, as this ad-
vertising continues, the Clearing House News will carry
reproductions in miniature of a number of the newspapers
advertisements showing the exceptional quality of the
advertising copy and illustrations prepared under the di-A
reaction of the committee by N. W. Ayer & Son, of Phila-
delphia, and Erwin Wasey Company, of New York City.
The need of Florida citrus advertising becomes more
evident every day. Those attractive, full page, colored
advertisements appearing in consecutive issues of our
leading magazines loudly proclaim to every listening
grapefruit grower "you must advertise" because it may
be truthfully said that every glass that is filled with to-
mato juice could and should be filled with Florida grape-
fruit juice.
Every tomato juice advertisement is a challenge to
Florida grapefruit; a challenge that must be met and can
only be met by adequate, forceful, grapefruit advertising.
California is spending over $1,350,000 this year in
citrus advertising, $875,000 of which will be used in ad-
vertising oranges. Alarmed at Florida's success in orange
sales and prices we are informed that California will con-
centrate her advertising effort in Florida's principal
markets. This pleases us because all the oranges must be
sold and the more people are induced to eat oranges the
happier we are. But we need to tell them daily about1
Florida oranges and this our advertising will do.





FLORIDA CLEARIG 1 HOSE EW


Weekly Citrus Summary

(By A. M. Pratt, Manager, Florida Citrus
Growers Clearing House Association)
(Week Ending November 12, 1932)

WEEKLY
CARLOT INDEX ANALYSIS


Week
Ending
Nov. 12,32
I'Fla. Org's Shpd....... 86
I Total...................... 174
Fla. Gft. Shpd........ 226
Total-..................... 1393
r Fla. Tang. Shpd...... 9
Total...................... 9
.Fla. Mixed Shpd..... 93
Total..................... 212
jTexas Gft. Shpd....... 122
Total...................... 686
Cal. Org's Shpd....... 718
**-^--.- ^----- _--,
,Fla. Org's Auc......... 18
Average ............... $3.05
Fla. Gft. Auc........... 181
SAverage................. $2.88
Fla. Tang. Auc ...... 1
Average.................. $4.50
Texas Gft. Auc...... 17
Average.................. $2.50
'Cal. Org's Auc......... 535
Average.................. $3.45


Week Week
Ending Ending
Nov.5,'2 Nov. 12,'31
52 516
88 1023
313 547
1167 2976
16
23
67 243
119 505
145 153
564 976
887 1021


5
$2.92
210
$2.98
2
$4.27
36
$2.64
586
$3.35


86
$3.40
216
$2.50
8
$4.54
2
$2.54
567
$3.65


FIRST SIX DAYS' SHIPMENTS
AND SALES (Commencing Sunday)


S ORANGES No. 1
Week Ending Shpd Sold
tpNov. 5.... 11 2
Nov. 12.... 5 3
"'Nov. 14


Avg.
$2.25
$2.22


ORANGES No. 2
Shpd Sold Avg.
3 1 $2.00
6 2 $2.15


last year..130 55 $2.58 38 20 $2.22
GRFT. No. 1 GFT. No. 2
I Week Ending Shpd Sold Avg. Shpd Sold Avg.
Nov. 5 .... 30 10 $2.34 74 37 $1.88
Nov. 12.... 14 6 $2.00 27 18 $1.77
,*Nov. 14
last year.- 96 31 $1.69 52 23 $1.41

TRUCK MOVEMENT
Week Ending Sat.-9 A. M.
360 Boxes to Car
Week Ending Oranges Grapefruit Tang. Total
Nov. 5..........* 14611 21472 29 36112
Nov. 12 .........* 19280 12014 302 31616
Total to date..* 55032 47897 391 103320
'Tlotal to date
lastyear....**106228 96878 768 203874
*Does not include truck movement to boat.
**Includes truck movement to boat.

COMPARATIVE SHIPMENTS
Florida Oranges
'Week Last 1930- 1929- 1928- 1927-
Ending Year 31 30 29 28
-Nov. 5........ 208 962 249 1119 491
'ov. 12-....... 516 914 420 1016 771
.4ov. 19........ 823 777 663 751 935


California Oranges
PWeek Last
Ending Year 1930 1929 1928 1927
INov..5.. 1121 682 861 813 159
Nov. 12-........1021 987 631 1335 116
ov. 19........1091 782 622 1078 408
Florida Grapefruit
Week Last 1930- 1929- 1928- 1927-
Ending Year 31 30 29 28
)ov. 5........ 315 662 321 387 563
Nov. 12........ 547 477 309 485 399
-Nov. 19........ 571 408 428 509 399
L Florida Mixed


Week Last 1930- 1929-
Ending Year 31 30
rNov. 5........ 94 335 102
Nov. 12........ 243 399 195
ov. 19........ 375 540 296


1928-
29
187
235
263


1927-
28
225
314
247


Florida Tangerines
Week Ending Last Year 1930-31
Nov. 5.............. 6 4
Nov. 12.............. 16 107
Nov. 19.............. 163 452


1929-30
27
49
50


Texas Grapefruit
Week Ending Last Year 1930-31 1929-30
Nov. 5.............. 112 125 139
Nov. 12.......--------....... 153 102 152
Nov. 19.............. 182 114 183

A PECULIAR SEASON
Florida citrus growers and shippers are going
through peculiar experiences this year. First
of all, the various blooms have made it most
difficult to get started; next, because growers
and shippers were possibly hoping for more
than could be realized under the general try-
ing business conditions existing. Shipments
have not moved as fast possibly as maturity
would permit. Everyone also recognizes how
critical the trade are of any defects. Special
precautions have been exercised so far to give
exceptionally good eating grapefruit and
oranges, as well as holding to a stiff grade
from the standpoint of appearance, color, etc.
It is to the credit of Florida operators in gen-
eral that they are viewing this season as a long
season and recognizing that every effort must
be made to hold the good will of the trade by
the precautions that are being exercised.
Probably the supreme test of how much
common sense will be used will be showing up
within the next week or two on tangerines.
Tangerines are selling so far at about the same
price as last season. There will be a tempta-
tion to take a chance on tangerines that does
not exist in the other varieties, especially with
the official inspection period going off Tues-
day night, Nov. 15. Certainly the experience
of two years ago when 549 cars of tangerines
left the state during the week when the tan-
gerine inspection was taken off will not be
repeated. Neither color nor size would permit
this even if there were no safeguards thrown
up by mutual agreement or by some arrange-
ment that could be made with the inspection
department to hold down shipments to proper


maturity standards. Our own members, for
instance, estimate only 13 cars of tangerines
as their probable movement for the week end-
ing Nov. 19. If this is representative of the
balance of the industry, it again shows a com-
mon-sense attitude where sound judgment and
foresight will be voluntarily applied.
ORANGES
Up to this time, even when maturity might
permit it, shippers have not felt it absolutely
necessary to move as many oranges as possible
because of recognizing the desirability of our
new crop oranges competing with California's
new crop oranges instead of the late valencias
from California which have been so plentiful
on the market. We know that our maturity
standards are even more severe than Cali-
fornia standards and that our new crop oranges
can well compete with California's new crop
navels.
CALIFORNIA SHIPMENTS RAPIDLY
INCREASING
Instead of 500 cars California now estimates
that there will be 1000 to 1100 cars of navels
shipped from Central and Northern California
during the week ending Nov. 19. This together
with 100 cars of valencias left in Southern
California should make the total orange move-
ment from California about 1150 cars. This,
as you will notice in the index, is slightly above
normal shipments for the past eight years. It
is this heavier than expected movement of Cal-
ifornia navels that indicates Florida shippers
feel the necessity of getting started.
LIGHT AUCTION SALES
Eighteen cars of Florida oranges sold at au-
ction the week ending Nov. 12, at $3.05 deliv-
ered as compared with 86 cars sold a year ago
at $3.40 delivered. This is not, at first glance, a
very pleasing comparison, especially when we
glance back and see that 5 cars sold the pre-
vious week at only $2.92 delivered. On the
other hand, reports indicate that the trade are
becoming ready to turn to Floridas.
For the coming week a year ago Florida
shipped 1025 cars of oranges, including proper
(Continued on Page Four)


For L sting /


Soil Energy


Use Gulf
Brands of Fertilizer
Upon the condition of your soil depends
the health of your trees the success of your
crops the amount of your profits. Avoid
combinations of fertilizers that deplete your
soil and eventually diminish your net returns.
Play safe with Gulf Brands. They are scien-
tifically blended to insure maximum soil
energy.
THE GULF FERTILIZER COMPANY
TAMPA, FLORIDA
Stocks at convenient points throughout the State


November 15, 1932


Page 3


I




Page 4 FL

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-
atanding 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

Our Coming Fight For

Consumers Preference
Of the $1,350,000 to be spent in ad-
vertising this year by the California
Fruit Growers Exchange, there is a sum
of $875,000 which is of particular in-
terest to Florida citrus growers. This
$875,000 is the amount which the Cal-
ifornians will put behind their 1932-
33 crop of oranges alone. The re-
mainder will be devoted to advertising
their lemons and what few grapefruit
they produce.
The above figures are reported in an
announcement recently issued by the
California organization and is of con-
siderable significance to Florida. Due
to the competition that Florida has
been giving California, particularly
. during the past two seasons, the Cali-
fornians are adopting Florida's tactics
and are exerting themselves in an
effort to do more of a consumer mer-
chandising job than has been their
practice in the past.
California has spent millions of dol-
lars in recent years in what is known
in the advertising world as "educa-
tional" advertising. In other words,
California up until now has been intro-
ducing the American housewife to
oranges and orange juice with of
course some emphasis placed upon the
trade-mark of the California organiza-
tion. Florida, blessed with a superior
product, has been reaping the benefit
of this educational advertising in that
many housewives, after reading the
California advertisements, have asked
their grocer merely for oranges instead
of the California trade-marked pro-
duct. The result was that many of
these housewives were sold Florida


IORIDA CLEARING HOUSE NEWS

oranges. As time went on they began
to discover that there was far more
juice in the Florida orange than there
was in the California product, and that
in the matter of flavor there was even
a further appeal from the Peninsular
State product. In short, the American
housewife began to demand Florida
oranges.
At about that time the consumer ad-
vertising for Florida oranges, grape-
fruit, and tangerines was undertaken
by the Clearing House. This was begun
five years ago and the results are
manifesting themselves in a manner
entirely satisfactory to Florida. Thus
it can be seen why California is aban-
doning to some extent, her former
practice of advertising oranges as such
and like the Clearing House is going
into the larger markets of the country
with a sales talk addressed directly to
the consumer. In other words, Cali-
fornia is out to fight fire with fire, ac-
cording to the announcement from the
California Exchange advertising de-
partment, and it is going to be an inter-
esting battle to wage and to watch!
At first thought, the $875,000 to be
expended by the California Exchange
on oranges alone appears to give the
Westerners a terrific advantage when
it is remembered that the joint cam-
paign of the Clearing House and the
Exchange on behalf of Florida oranges,
Florida grapefruit, and Florida tanger-
ines will total approximately $200,000.
It must be remembered, however, that
the Florida campaign will extend for
only half a year, in fact only about five
months, whereas the California ap-
propriation must cover her summer
valencias as well as the navel oranges
which are now beginning to roll. Were
it not for the condition, existing
throughout the north, of a decreased
buying power, the coming battle with
California should see Florida win out
by a big margin of profit despite the
superior fund which the Californians
are throwing behind their fruit. It is
not the intention here of implying that
the Florida season will be unsatisfac-
tory, but it is foolish to shut our eyes
to known conditions and expect to reap
one of the "old-time" golden harvests.
We should be well satisfied this season
if we make a modest profit and keep
our groves in condition to give us an
opportunity to cash in when the pocket-
books of our northern customers bulge
more than they now do.
Florida faces a stern battle with the
California orange growers, and with
the depression but a mature, palatable
fruit shipped to the markets in sane
and sensible quantities should give us
the modest profit we all desire.

Meaning of Auction Prices
A citrus grower recently wrote in to the
Clearing House News asking what is meant
by the term "auction prices." Fruit, sold in
one of the dozen or so big auction terminals
is invariably quoted at a price delivered at the


November 15, 1932
auction market. In other words, grapefruit
quoted at $3.50 in the auctions, is sold at that
figure in the auction. From this figure must
be subtracted picking, packing, selling and,
freight charges. It might be explained here
that for ease of figuring net to the grower in
quoting auction prices a total of about $2.00O
to $2.50 should be deducted to cover the items
mentioned above.

By the time you have sense enough to realize
that the old folks really know what they ar
talking about, you have kids who think yo4
don't know what you're talking about.


Pre-Election Advice
Here's one pre-election piece of advice
that has a tone of real commonsense in
it. The author is the editor of a mag-
azine devoted to newspapers and news-
papermen, Editor and Publisher. The
following is his pre-election statement:
"No matter who is elected next Tues-
day, it would be a grand idea for the
American people then to get their minds
on their jobs, let out a few old-fashioned
business war-whoops, oil the old ma-
chine, build some fires under boilers long
cold, turn on the juice, make merchan-
dise and proceed to advertise and sell it,
pass around a few much-needed jobs,
pay people more fairly, start to eat again
and in general proceed to bring back to
this bounteously provided nation stand-
ards of living that are strictly American
and cannot for long be denied by any
political party that proposes to survive.
My friends, if some of these things hap-
pen you and I cannot lose in the election,
no matter who is defeated and who
elected."


Weekly Citrus Summary
(Continued from Page Three)
proportion of mixed, and you will note in the
following tabulated figures for last year that'
Florida averaged $3.30 delivered on 270 car
sold at auction with f. o. b. prices averaging
$2.54 on No. 1's and $2.18 on No. 2's. For the
two weeks following corresponding figures ar,
shown:
Week Org. Sold Avg F. 0. B. Avg.
Ending Shpmt. Auct. Auct. No. Is No.2s
Nov. 21 ......1025 270 $3.30 $2.54 $2.18
Nov. 28 ..... 648 334 2.85 2.21 1.911
Dec. 5 ........ 804 319 2.95 2.30 1.9"
GRAPEFRUIT
Including 48 cars of grapefruit estimated-
for Saturday, Florida will have shipped this
week only 225 cars of grapefruit. Other cor-
responding weeks, as shown in the index, have1
been as high as 774, the lowest shipment for5
this corresponding week being in 1929-'30p
when 309 cars were shipped. Statistically
grapefruit is in a strong position. Our mem-y
bers estimate 158 cars for the coming week.
We are estimating the state movement at 3756
cars. Over twice as much grapefruit had been|
shipped up to this time last season and nearly
three times as much the season before..
To date Florida has sold 691 cars of grape-
fruit at all auctions at a general average o,
$3.24 delivered as compared with 1290 cars to
the same date last year at $2.82 delivered. 18,

!H




FLORIDA CLEARING \ HOUSE NEWS


cars were auctioned this past week at $2.88
delivered compared with 210 last week at
$2.98. That Florida grapefruit has not done
better for the season under such very light
supplies cannot be attributed to disappoint-
ment in quality as all reports indicate grape-
fruit this season as being exceptionally juicy
and good eating.
NEXT THREE WEEKS A YEAR AGO
You will note from the following tabulated
figures what happened during the next three
weeks a year ago. The grapefruit shipments,
including proper proportion of mixed, are
shown, also the number of cars sold at auction
and the general average, as well as the aver-
age f. o. b. prices. For the same three weeks
this year we can probably figure on decidedly


lighter grapefruit shipments, possibly not
much more than half.
Week Gft. Sold Avg. F. O.B. Avg.
Ending Shpmt. Auct. Auct. No. Is No. 2s
Nov. 21 ...... 669 282 $2.55 $1.63 $1.42
Nov. 28 ...... 692 270 2.60 1.60 1.39
Dec. 5 ........ 652 414 2.30 1.57 1.37
AUCTION AVERAGES BY CITIES
The following figures give you weekly
auction averages by cities on Florida grape-
fruit. New York has auctioned 46.9 percent
of all grapefruit sold at auction this season as
compared with 34.9 percent last season. Con-
sidering this heavy volume in New York, it is
interesting to note that her season's average
to date is 2c higher than the average realized
at all auctions, preserving the same differen-
tial as a year ago.


WEEKLY AUCTION AVERAGES FLORIDA GRAPEFRUIT
BY CITIES


Week New York
Ending Cars Avg.
Oct. 7 ---........... 4 $3.90
Oct. 14 .......... 12 4.06
Oct. 21 ......... 49 3.78
Oct. 28 .......... 73 3.50
Nov. 4 .....-....100 3.02
Nov. 11 ........ 86 2.91

324 $3.26
Auction % 46.9%
LAST SEASON
To Date ........450 $2.84
Auction % 34.9%
Week Chicago
Ending Cars Avg.
Oct. 7 ........... 5 $4.30
Oct. 14 .......... 3 4.23
Oct. 21 ......... 14 3.85
Oct. 28 .......... 17 3.35
Nov. 4 .......... 15 2.81
Nov. 11 -...... 11 3.16
65 $3.41
Auction % 9.4%
LAST SEASON
To Date ........171 $2.80
Auction % 13.2%


Phila.
Cars Avg.
3 $3.47
5 3.76
15 3.85
20 3.46
26 2.95
26 2.93

95 $3.25
13.7%
192 $2.78
14.9%
St. Louis
Cars Avg.
1 $3.30

2 3.20
1 2.55

4 $3.06
.6%

41 $2.79
3.2%


TRUCK SHIPMENTS
The percent of truck shipments to date is
much higher than a year ago. 43.5 percent of
the total orange movement, including rail and
truck, has been moved by truck, compared with
22.8 percent last season and 12.5 percent
grapefruit by truck this season as compared
with 7.6 percent last season.


Jack: "How did you come to marry a girl
you didn't particularly care for?"
Tom (gloomily): "She wanted me worse
than I didn't want her."


CITRUS GROWERS
Order Your Supply of

Harvey No. 20

Orange Clippers

Now
The Harvey Champion No. 20 Or-


Boston
Cars Avg.


4 $3.90
8 3.55
20 3.16
14 2.86
46 $3.20
6.7%
L49 $2.79
11.6%
Cinci.
Cars Avg.

1 $4.25
4 4.10
9 3.40
14 2.62
8 2.65

36 $3.03
5.2%

58 $2.87
4.5%


Pitts.
Cars Avg.
1 $4.04
2 3.90
11 3.21
10 3.10
11 2.98

35 $3.17
5.1%


Cleve.
Cars Avg.

1 $4.95
10 3.69
10 3.10
13 2.97
14 2.60
48 $3.08
6.9%


84 $2.83 89 $2.81
6.5% 6.9%
Total
Detroit All Cities
Cars Avg. Cars Avg.
- 14 $3.93
1 $4.50 23 4.08
4 4.30 102 3.83
11 3.35 161 3.42
12 3.03 210 2.98
10 2.72 181 2.88

38 $3.21 691 $3.24
5.5% 100%

56 $2.77 1290 $2.82
4.3% 100%


No. Clipper Cuts
No Bruised Fruit
No Ragged Stems
Will out wear
any other Clippers
Faster Work
Better Clipping
Larger Profits
Beware of cheap
Foreign immitations


e Clipper is the last wora in N I Guaranteed against defective
pping Tools for Oranges and material or workmanship.
ipefruit. Developed by the Pio-20 material or workmanship.
r Toolmakers to the Citrus In- Designed, Manufactured and
stry. I Pat. Pending Guaranteed by

HARVEY MACHINE COMPANY, LOS ANGELES, CALIF.
Sold by all suppliers of packing house requisites, exchanges or direct from maker.


LA
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D. V. WEBB, Sales Agent
61 W. Jefferson St. Orlando, Florida
Stock of Heaters Now
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IRRIGATION

Ames Lockseam Slip Joint Pipe
Universal (bolted joint) Cast
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The Cameron & Barkley Co.
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ans
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Gri
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dus


November 15, 1932


Page 5




Page 6 FL

Looking at Arsenic With

A Fertilizer Man's Glasses
A very considerable amount of interest has
recently developed among the citrus growers
of the state covering the significance of the
arsenic content of certain fertilizer materials
and manufactured fertilizers, says "Timely
Topics," published by the Gulf Fertilizer Com-
pany. This interest has developed as a result
of claims that the application of these fertiliz-
ers and fertilizer materials is in conflict with
Florida state laws against the use of arsenic in
any form upon citrus trees.
In order to correct the rapid spread of mis-
information on this subject, we have consulted
Mr. R. P. Thornton of the Thornton Labora-
tories of Tampa, and the following article is
based on our conference with him coupled with
our own experience. Mr. Thornton has done a
considerable amount of arsenic investigation
and is very well posted on the subject.
It is not the purpose of this article to enter
into any discussion for or against the arsenic
law. Its main purpose is to develop and dis-
close certain facts related to the common and
ordinary use of commercial fertilizers and
sprays.

A large number of the ordinary fertilizers,
fertilizer materials, sprays and dusts used in
citrus culture contain appreciable amounts of
arsenic. These materials are indispensable to
the growth and production of citrus fruit. The
significance, therefore, of the arsenic content
of these materials becomes a matter of extreme
practical importance. It would be extremely
unfortunate to have some of these materials re-
moved from use without unquestionable infor-
mation showing that their use would cause a
real and practical damage to the citrus industry.
PRESENT IN FERTILIZER
"It would be impossible to compound a prac-
tical and useful fertilizer which would not show
appreciable quantities of arsenic. Among those
materials commonly used as fertilizers and in
mixed fertilizers, which show very appreciable
quantities of arsenic are sulphate of ammonia,
superphosphate, Peruvian guano, fish scrap,
castor pomace, cotton seed meal, some animal
tankages, and some of the potassium chloride
salts. -.
"With particular reference to sulphate of
ammonia, discussion of which with reference to
arsenic content seems to be of considerable in-
terest at present, there is a wide variation in
arsenic content of the material from various
sources. Both sulphate of ammonia and super-
phosphate are manufactured products and the
arsenic content shown comes from the sulphuric
acid used in the manufacturing process. It
would be a practical and economic impossibility
to sceure arsenic-free sulphuric acid for these
manufacturing processes. Arsenic is naturally
and normally present in castor pomace, Peru-
vian guano, etc., as produced by nature.
PRESENT IN SPRAYS AND DUSTS
"Practically all of our insecticide sprays and
dusts contain traces of arsenic and a consider-
able number of them contain appreciable quan-
tities. The arsenic content of lime sulphur dust
is normally present as an impurity in the sul-
phur as mined. The arsenic found in copper
dust comes from the sulphuric acid used in the


ORIDA CLEARING HOUSE NEWS

manufacturing process. It would be a practical
impossibility to select arsenic-free materials
for the manufacture of these insecticides and it
would, of course, be a practical impossibility to
dispense with the use of insecticides in citrus
culture.
"It will be in order at this time to bring out
certain conclusions based upon fairly well
established information bearing upon the prac-
tical significance of various kinds of arsenic ap-
plications to citrus trees. It is understood that
the practical significance of and reason for the


November 15, 1932


present legislation against the use of arsenic is
based upon the effect of arsenic in hastening of
the maturity of fruit and upon the claims that
this hastening of maturity allows marketing of
a really immature fruit. It is unfortunate that
the entire situation regarding the use and ef-
fects of arsenic has not been studied in a very
careful way and that there is not available a
sufficient amount of practical and carefully
developed subject matter from which definite
conclusions may be drawn. Nearly all authori-
ties who have studied this matter agree that


Think A Moment Before Shipping Bulk



The Rathborne "James" Box


Gives the same economical savings that come

with Bulk Shipping --- PLUS MANY ECON-

OMIES THAT BULK DOES NOT HAVE.


At the Receiving End hand-
ling costs are lower with
Rathborne "James" Boxes.
1. Purchase, Cartage and
Storage of container
saved.
2. Unnecessary to repack.
3. Sized-Boxed fruit will
bring premium.
4. Perfect Ventilation on
six sides insures sound
arrival.
5. Boxed fruit may be held
immediate disposal
not urgent as with bulk.
6. The Retailer gets fruit
in the new original
box.


With RATHBORNE
"JAMES" BOXES

You can take advantage of
the new "Stop in Transit
For Partial Unloading"
privilege under the re-
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Southeastern States to dis-
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town and the balance in
another town.

YOU CANNOT DO THIS
WITH LOOSE
BULK.


EVERY PURCHASER
wants to see what he is buying.
EIGHTEEN full length slatted openings in
every RATHBORNE "JAMES" B X insure
Perfect Display of FRUIT.


Give the Purchaser of your fruit information on the savings possible with this
box. There is not space here for the whole story. Write us for a detailed report.


Rathborne, Hair & Ridgway Company


2138 S. Loomis Street


Chicago, Illinois


FLORIDA
Richard D. Pope, James Crate Division, Taylor Building, Winter Haven, Florida


November 15, 1932








FLORIDA CLEARING ( HOUSE NEWS


arsenic or materials containing arsenic applied
on the soil has no effect in any degree upon the
Maturity of the fruit. Also all information
leads to the conclusion that any reserve of ar-
senic which might be built up in the soil through
continued use of materials containing arsenic
would have no effect on the maturity of the
fruit.
WORKS ONLY THROUGH LEAVES
"It is generally agreed that the hastening of
the maturity of fruit must be accomplished
through application of the arsenic upon the
leaves of the tree in the form of a spray or a
dust. It is also rather generally known and
agreed that this application in the form of a
spray or dust must represent at least a certain
quantity of arsenic for the maturity effects to
become practical and noticeable. As far as is
known there is no definite or conclusive infor-
mation available showing that the arsenic con-
tent furnished from the regular and normal
use of fertilizers, fertilizer materials or insec-
ticides would have an effect of hastening the
maturity of fruit that would be of practical
r significance. There is further no definite and
conclusive information available that the very
limited use of arsenic as represented by the nor-
mal use of these materials would in any way
damage the quality of citrus fruit. There is a
considerable amount of information available
showing that arsenic content derived from the
normal use of these materials neither effects
the maturity of the fruit nor damages the qual-
ity of the fruit."


Careless Handling of Fruit

Costs Growers Millions
Florida citrus growers annually lose from
two to three million dollars by allowing care-
less handling of fruit from the tree to the car,
E. F. DeBusk, citriculturist with the Florida
Agricultural Extension Service, said in a re-
cent radio address.
That is the toll which blue and green mold
rots take on Florida's orange and grapefruit
crop, and the fungi causing these rots are un-
able to penetrate the rind of sound, uninjured
fruits, he explained. It is, therefore, up to the
grower to prevent clipper cuts, long stem punc-
tures, bruises, and scratches.
Fewer fruits are injured during picking
when the nipper type of clipper instead of the
scissors type is used. The nipper makes clipper
cuts almost impossible and does not leave long,
sharp stems to puncture other fruit.
A fruit on which the rind has been broken is
potentially a rotten fruit, he stated. It may
also allow the rot to develop and ruin a'half
dozen nearby fruits.
The Florida orange is juicy and heavy, and
only a short drop will bruise it and make it
susceptible to decay. The bruised fruit also
liberates a brownish green oil which spots the
fruit and others with which it comes in con-
tact. This type of injury is usually more pre-
valent when fruit is picked soon after a rain or
heavy dew.
Needless to say, field boxes should not be
filled above the level and they should always
be carefully emptied even though it requires
the picker to bend his knees and back.
Mr. DeBusk urged that all picking foremen
adopt some practical method of inspection to


see that each picker is doing the job carefully.
A study of the discounts in the selling price of
citrus at the auctions due to decay will con-
vince any grower, foreman, or picker that pick-
ing defects running more than three or four
percent should not be tolerated.


California Growers Cut

Their Cultural Costs
A reduction of $47.41 an acre in the cul-
tural costs of producing oranges in California
last year brought the cost down to $226.08 per
acre up to picking, according to the California


Citrus League, reporting the results of a cost
survey. Costs last year, it is stated, were most
nearly comparable to those in 1924, and with
the exception of that year it is necessary to go
back to 1920 to find a lower expenditure.
The 1931 yield was comparatively heavy so
that per box costs were the lowest since 1920.
Reductions occurred in practically all cost
items, particularly on fertilizer, soil handling,
and pest control. Cultural costs per packed box
are reported at $1.813; handling costs, includ-
ing picking, hauling, and packing, at .732
cents; selling and advertising, .130 cents. The
total f.o.b. cost, including selling, was $2.675
per packed box.


Always Brings a Higher Pri4ce
This prominent Boston house tells why dealers pay more for
Brogdexed fruit and strongly recommends that every box we ship
be so treated. Makes possible delivery in consuming markets in
exactly the same condition it was in when shipped.




'b QSOlutSw lleney s e O -
.3 3 S hSIO N 'ftI .W
WI5OLXL.g I o M5U0A
24620 ..To.


" "O J 0. 1AS
MASSO July 30, 1932


Florida BrOgdex Dl tributors,
RDnedin, FlorIda.tb
Gentlemen:
for the We are rm
Paot thirty- e cOnvine,
bang.e and grpefrut onI e o
ae to the atten o o


PLC:E Very truly Your"
PC SWENE LYYNs & co.


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


November 15, 1932


Page 7


I


~-i-.; I.r;;;"-





November 15, 1932


Page 8 FLORIDA CLEARING ) HOUSE NEWS



"CLING k aMA


Aw4 ENDURES"


1893
,1900
1907
1914


1894
1901

1908
1915


18 5
1902,.A


191:


1912 f0
1920
1924 ;9
31 9


1921 1922
191926 -2 .L 7 19


Hannibal, a great Carthaginian gen-
eral, directed his army across the Alps
in the panic year of 218 B. C. and as a
wise old Roman he advised his only
son and heir: "Be not affected by the
temporary shifts of fortune's winds.
Be sure that your undertakings are
based upon the solid rock of proven
worth. In a world of change, cling to
that which endures."


NO MATTER how little you pay for
fertilizer, it is still too much money
if you feel you are taking a chance. Eco-
nomic uncertainties demand that you
know what you get for your money. To
get "Most Value Per Dollar" you must
be sure of balanced and thoroughly
tested plant-food instead of something
new and cheap.
Today many efforts are being made
to blind growers to established plant-food
quality with blatant appeals of price and
overstated claims. Proof that a large
percentage of the growers are not yield-
ing to these temptations, however, is
clear, and is illustrated in the fact that'
more Ideal Fertilizers were used in Flor-
ida during the first six months of 1932
than any other brand. The same record
has stood year in and year out for nearly
forty years.
The success of Ideal Fertilizers
proves the soundness of sticking to qual-
ity in fertilizer. Steady leadership in
sales over a long period proves that
growers want Ideal Fertilizer stability
. it means that they are not looking
for pseudo-bargains and do not like being
price-pressured into buying materials of
unknown value. Satisfaction is coming
to mean more than the mere saving of a
few nickels. The bargain, the dumping


of distress materials and sub-standard
brands of fertilizer into Florida has about
run its course.
More than ever before growers are
now buying better fertilizer . they
have learned from experience that better
fertilizer makes better fruit and that
better fruit brings better prices. They
know they can only afford to use the
best combinations of plant-food that
science and experience have proved-and
that means Ideal Fertilizers. No other
fertilizers have been so thoroughly de-
veloped, so thoroughly tested, so con-
clusively proven right here in Florida.
That's why they are so thoroughly relied
upon for maximum yield as well as
quality.
Now is the time for every grower to
buy stability and "cling to that which
endures." It's the time to let the siren
song of "something just as good" go to
the other fellow and do your own plan-
ning on a sound basis. Let your fall ap-
plication of fertilizer stimulate your
present crop, strengthen your trees for
winter and provide a reserve supply of
spring food. A liberal use of Genuine
Peruvian Guano in all brands of Ideal
Fertilizer is an extra margin of quality
assurance, yet they cost no more to buy,
but involve much less to use. Consult our
representative.


There's worthwhile information in
our new booklet "FALL FERTILIZ-
ING STORES FOOD FOR SPRING
GROWTH IN CITRUS." It is from
the pen of Bayard F. Floyd, noted
author on citrus culture and will be
sent promptly upon request. If you
have not already received your copy,
write for it today.


IDEALy,

Manufactured Exclusively by Wilson & Toomer Fertilizer Company, Jacksonville, Florida. We
own and operate Branch Offices and Warehouses at Miami, Orlando, Winter Garden, Sanford,'
Winter Haven, Fort Myers, Bradenton, Sarasota, Lake Wales a n d Distributing Warehouses
throughout Florida.
<


320~~`~u-- )xOiiz4-


,2-



1




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