Title: Florida clearing house news ..
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Permanent Link: http://ufdc.ufl.edu/UF00086639/00103
 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: January 1, 1933
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: VID00103
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. D pt. of Agri.
Library-Period. Div.,
Washington, D.C.


CLEAR

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


FtORIDA


ING HA : SE

N 1 Official Publication of the

FLO IR0 1\t rRUS GROWERS
N EWS D we AskING 'HOUSE ASSOCIATION


$2.00 a Year Published Semi-monthly by the Florida Cit- Entered as second-class matter August 81, Volume V
10 Cents a Copy rus Growers Clearing House Association, JANUARY 1, 1933 1928, at the postoffice at Winter Haven, Number 7
DeWitt Taylor Bldg., Winter Haven, Fla. Florida, under the Act of March 8, 1879.


Advertising of Florida Citrus Under Way

Newspapers and Radio Stations Are Being Used

To Reach Consumers in Largest Population Area


Florida's 1932-33 citrus fruit advertising
campaign, calculated to increase or at least
maintain consumption of our fruit, is now well
under way. The extent of the campaign's cov-
erage-that is, the number of persons reached
-is almost incredible in view of the fact that
the cost of the campaign will run in the neigh-
borhood of $200,000. (Growers, generally,
have already been advised that the campaign is
being sponsored jointly by the Clearing House,
the Florida Citrus Exchange, and several mar-
keting organizations outside of these two
groups).
Intensive work and study of the larger trad-
ing areas of the country and of advertising
media available for delivering advertising mes-
sages to the persons living in these areas have
for many weeks occupied the members of the
joint advertising committee and representa-
tives of the agencies which are placing the ad-
vertising. The result of this work is an assur-
ance that the growers contributing to the cam-
paign will get full value for every dollar spent
to tell the nation about our product.
STARTED IN NOVEMBER
The campaign was started the latter part of
November and will continue through the ship-
ping season, the advertising being planned to
taper off gradually toward the close of the
fruit year, momentum having been well ob-
tained prior to the actual end of shipments.
An analysis of the plans for the campaign
shows that through newspaper advertising
alone in the ten primary markets east of the
Mississippi that we are reaching approximately
eight million families. The trading area sur-
Srounding these ten markets include thirty-one
. million persons and the circulation of the news-
papers used in these cities totals more than
seven million every day. Twenty-four of the
largest newspapers in these ten cities are car-
rying the Florida citrus fruit advertising.
Supplementing newspaper advertising are
advertising announcements that are being
Broadcast daily from thirty-four radio stations.
These stations cover the entire territory east
of the Mississippi river and reach more than
>' 9,200,000 radio sets. In fact, the radio schedule
makes available to each radio set an average of
three messages on Florida citrus every two
Says during the week. Aside from really blank-
Seting the entire territory east of the Mississip-


pi, the powerful stations being used in Cincin-
nati, St. Louis, and Pittsburgh make these mes-
sages available to thousands of radio listeners
west of the Mississippi river.
TO APPEAL TO HOUSEWIFE
The radio advertising has been prepared sole-
ly with the idea in mind to appeal to the Amer-
ican housewife at a time when she is planning
her daily grocery marketing. No elaborate



Station W L W
Florida's Citrus
Broadcasts
Here are the tentative hours at which
the Florida citrus fruit broadcast an-
nouncements may be heard over the pow-
erful station at Cincinnati, WLW. The
hours shown may vary on some nights,
but throughout each week generally for
the next three months, the Florida an-
nouncements-one minute each-may be
heard as follows:
Monday.. .8:30 p.m. Tuesday. 10:00 p.m.
Wednesday 8:15 p.m. Thursday. 8:00 p.m.
Friday . .. 9:30 p.m. Saturday. 8:15 p.m.


musical entertainments have been planned nor
will entertainment in any form be used. The
advertising will consist wholly of brief an-
nouncements concerning the reasons why Flor-
ida citrus fruit should be included in every per-
son's daily menu. Some of these announce-
ments run for one minute, some for five min-
utes, and some have only fifty, seventy-five, or
one hundred words. These words count, how-
ever, and the brief messages about our fruit,
broadcast either between entertainment pro-
grams or during station periods when house-
hold talks are broadcast, are planned to catch
the ear of the housewife and to register indelib-
ly with her the necessity for buying Florida
oranges, grapefruit, and tangerines. With the
exception of the broadcasts over Station WLW,
in Cincinnati, the Florida radio announcements
will be given during the morning hours or at
about noon. Station WLW, one of the most
powerful stations in the country, has built up a
tremendous night following, and this fact was
taken into consideration when it was decided


to put the Florida announcements over WLW
at night rather than during the day.
OTHER MEDIA CONSIDERED
The fact that newspapers and radio were de-
cided upon as the best media to use for this
campaign does not mean that consideration
was not given to magazines, billboards, and
other media. The size of the advertising ap-
propriation would not, of course, permit the
use of all media, good though many of them
are. For the same reason it was deemed unad-
visable to use magazines, and also because the
circulation of national magazines is of such a
general character that much of the circulation
would be utterly useless as far as Florida cit-
rus is concerned. If Florida citrus fruit was
distributed in commensurate quantities in all
the localities in which the national magazines
enjoy circulation then, of course; it Wbuld be
advisable to have considered one or more of
these publications. On top of this, advertising
in the national magazines must be contracted
for far in advance and should disaster touch
the Florida crop the advertising would still
have to be paid for. With the newspapers the
advertising may be cancelled over night and
with the radio in thirty days or even less.
MAY BE HEARD IN FLORIDA
Sample illustrations of the orange and
grapefruit advertising were carried in the Dec.
15 issue of the Florida Clearing House News
and gave an excellent idea of the nature of the
sales messages which are being addressed to
the American housewife. Florida citrus grow-
ers who have radio sets that will reach any of
the stations shown in the accompanying sched-
ule or list probably will be able to hear some of
the Florida broadcasts. Station WLW, which
is broadcasting at night, can be heard with ease
in Florida, however, and growers naturally will
be interested in tuning in this station to hear
for themselves the brief story about our fruit.
The approximate schedule for the broadcasts
over WLW is shown on page one of this issue
of the News.
The newspaper advertising is scheduled to
appear on the "market basket" pages of the
issues carrying the bulk of the retail food ad-
vertising. Some of the Florida ads are large
enough to dominate the entire page, although
(Continued on Page Three)





FLORIDA CLEARING HOUSE NEWS


Committee of Fifty Department


(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

NEW YEAR
Reaching the end of another calendar year, as a
grower of Florida citrus fruits, I have resolved that I
will turn my back on the setting sun of 1932, forget-
ting whatever there may have been of sorrow or dis-
appointment in the past year and remembering only
those things which have been bright and cheerful and
which have given me good cause for gratitude; and I
shall turn my face to the dawn of a new year with
fresh courage and a new enthusiasm, resolved that no
matter what may lie ahead of me I shall end the year
of 1933 in the full consciousness that throughout the
year I have endeavored to the best of my ability to
bring success to myself and to the citrus industry,
first, by giving close attention and earnest study so
that I may throughout the coming year maintain my
grove in the highest state of efficiency and by so do-
ing make it produce the greatest possible volume of
quality citrus fruit, not at the lowest cost per acre but
at the lowest cost per box;
I have decided that I will maintain an accurate
record of all my grove operations, listing each item of
expenditure and income so that I may know exactly
what it has cost me to produce each box of fruit and
what profit or loss is mine throughout the year just as
is done in any other field of business life. That I will
endeavor to improve my cultural methods and so ef-
fect economies that will enable me to weather any ad-
verse circumstances that may arise in the industry by
the lessening of my per box production cost, thereby
increasing my net income;
I have decided that I will not insist upon my ship-


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)

RESOLUTIONS
per sending to market any fruit from my grove that I
myself would not eat or send to my personal friend,
realizing as I do that it is less expensive and more
profitable to keep the confidence and good will of the
purchasing public than it is to acquire it;
I realize that dollars and time spent in producing
fruit which will create no future demand for itself are
wasted. Therefore I have decided that every orange,
every grapefruit and every tangerine that leaves my
grove shall be of such quality that it will create its
own welcome in the mind of the consumer.
I have decided that I shall not permit myself to be-
come one of that group of growers who neither value
nor cultivate the good will of the public, who lay no
foundation for future business, but who take quick
money and easy profits by surreptitious methods
whenever they can, and by their unfair actions im-
pair and almost utterly destroy the welfare of the
whole industry;
I have decided that I will, insofar as is possible for
me, cooperate with those groups of growers in the
state who have a common purpose in the industry and
who have banded themselves together for mutual pro-
tection and for the advancement of the best interests
of the citrus industry of the state;
I have decided that I will in the New Year and
throughout the coming years, give my support to such
united efforts as will be made to properly advertise
and increase, the demand for Florida citrus fruit,
recognizing as I do that my individual success is pro-.
portionate to the success of the industry.


That California Quarantine


When the members of our State Plant Board volun-
tarily lifted the seventeen-year-old embargo against
the entry of California citrus fruits into Florida, they,
by establishing quarantine regulations, put them-
selves upon record as believing that citrus brown rot
(the reason for the embargo) is still a menace to Flor-
ida. These precautionary quarantine measures estab-
lished by the Board call for sterilization and special
care in the picking and handling of all citrus fruits
from California that are intended for the Florida mar-
ket, in addition to which a complete embargo is main-
tained on oranges from October until May.
The reasons given for the lifting of the embargo
have been many and varied, and on Friday, Dec. 16,
the Plant Board held a further hearing on the subject.
Those present were Dr. Wilmon Newell and the mem-
bers of the Plant Board; A. F. Pickard, Dr. James
Harris, B. F. Haines, and E. B. Collins, of the Commit-
tee of Fifty; Clinton Bolick, G. B. Aycrigg, W. R. Hill,
and W. J. Ellsworth, of the Florida Citrus Exchange;
also W. J. Howey, A. E. Pickard, and Marvin H.
Walker.
The subject of the embargo was very earnestly dis-
cussed from all angles in a most cordial manner. Sim-


ply stated, the reason given for lifting the embargo is
that the Board feared it might at some early date be
compelled by action of law to lift the embargo, or that
possibly the embargo might be removed through ap-
peal to the Federal authorities. In either case there
would have been little or no opportunity for the estab-
lishment of any quarantine regulations, so they de-
cided it was better to voluntarily remove the embargo
and establish quarantine measures that would reduce
as far as possible the danger of importation of brown
rot into Florida. In other words, the embargo was
lifted voluntarily in order that the quarantine might
be established and maintained. This in preference to
having the embargo lifted by demand which might
have precluded any opportunity to establish protec-
tive or restrictive measures such as the present quar-
antine regulations.
It was stated that no requests or demands for re-
moval of the embargo had come from California, nor
had any steps threatening the continuance of the em-
bargo been taken by any individual or group in Flor-
ida, but the Board, fearful that it could not defend the
embargo from any attack that might possibly be
made, removed it and established the quarantine.


Page 2


January 1, 1933






January 1, 1933 FLORIDA CLEARING HOUSE NEWS


Sample of Florida Advertising


COME FROM FLORIDA


EVERBODY knows that Florida
grows the juiciest oranges. Florida
oranges never run to skin and pulp;
they are fairly bursting with juice.
More juice means more vitamins,
more health-more for your
money in every orange.
You can always tell Florida
oranges by their thin skin. It is
smooth and tight-never thick
and rough.


So be sure you get thin-skinned
Florida oranges-they're so much
juicier, so much more economical!

HERE'S MORE SWEET NEWS
FROM SUNSHINE-LAND!
The finest Florida grapefruit,
tree-ripened and packed with
healthful goodness, can now be
had. Famous for their extra juice
and superior flavor for grape-
fruit say "Florida!"


J/Dr FLORIDA


ORANGES GRAPEFRUIT TANGERINES


SAdvertising of Florida

Citrus Under Way
(Continued from Page One)

the others are sufficiently large to be readily
seen even though surrounded by other large
Sads. In those cities in which more than one
newspaper is used, the insertion of the adver-


tising is "staggered"-that is, in the case of
two or more evening papers in the same city
the advertising appears on different days.
USE "BAROMETER" MARKETS
Concentrating the newspaper advertising in
the ten principal markets (shown elsewhere)
makes it possible to call the attention of the
largest groups of consumers to Florida citrus
fruit at least once a week during the active


shipping season. The markets covered are not
only important because they act as barometers
for smaller markets where sales are made f.o.b.
rather than at auction, but also because of the
vast volume of fruit which normally moves to
these ten cities. More than this, by concentrat-
ing this advertising in the territory covered,
the massages are not only carried week after
week to the public, but the concentration per-
mits an ad of sufficient size to command the
attention of even the casual reader. Any reac-
tion earned by the advertising in the auction
markets will quickly be felt in adjacent mar-
kets even though no actual advertising is done
in the adjacent territory.
STATIONS BEING USED
The radio advertising, planned to run con-
tinuously for 16 weeks, is scheduled for the
following-named stations-the city, station
letters, and nature of broadcast being shown:
Albany, WOKO, 50 words; Atlanta, WSB,
100 words, daily except Sunday-Mon. and
Thurs., 10:30 a.m.; Tues. and Sat. 10:00 a.m.;
Wed. and Fri. 11:00 a.m.
Baltimore, WCAO, 75 words; Boston, WBZ,
and Springfield, WBZA, Participation in Home
Forum Cooking School Period; Bridgeport,
WICC, 1 minute; Buffalo, WGR, 1 minute.
Chicago, KYW, 100 words; Chicago, WMAQ,
three times a week; Cincinnati, WLW, 1 min-
ute; Cleveland, WTAM, 1 minute.
Detroit, WJR, 100 words; Detroit WWJ, 100
words.
Grand Rapids, WOOD and WASH, 100
words.
Hartford, WDRC, 1 minute; Harrisburg,
WHP, 1 minute.
Indianapolis, WFBM, 1 minute.
Louisville, WHAS, 1 minute, daily except
Sunday, 8:45 a.m.
Milwaukee, WTMJ, 100 words.
Nashville, WSM, 1 minute, four times a
week, Tues., Wed., Thur. and Fri., 9:30 a.m.;
Newark, WAAM, 1 minute; Newark, WOR,
three times a week.
Providence, WEAN, 1 minute; Pittsburgh,
KDKA, 5 minutes; Philadelphia, WCAU, 1
minute; Portland, Me., WCSH, 1 minute.
Schenectady, WGY, 100 words; Scranton,
WGBI, 1 minute; Syracuse, WFBL, 100 words;
St. Louis, KMOX, 75 words.
Toledo, WSPD, 1 minute.
Washington, WRC, 100 words; Worcester,
WTAG, 1 minute.

Occasionally there have been advertising
successes which have involved the sale of prod-
ucts which did not offer a good value to the
buyer. This means only temporary advertising
success, for ultimately competition catches up
with such a situation. Advertising must sup-
port a product which delivers full value to the
consumer, if it is to function most successfully.
-Advertising Age.

In the past I have taken money out of my
business for the purpose of making outside in-
vestments, but my experience has taught me
that putting your earnings back into your own
business is the best investment you can make.
If a business is capable of making profits, it is
a business that merits having money put back
into it.-A. Wineburgh, President, Carbona
Products, Inc.


Page 3


. \ r '






FLORIDA CLEARING( HUENW


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

When The Grower

Is Salesman
It is commonly admitted that there is
more citrus fruit in the hands of grow-
ers that has not obligated itself to any
of the shipping or marketing organiza-
tions than has been the case for years.
Most of these growers have made up
their minds to sell their fruit at some
price before allowing it to be picked.
What price a grower should hold for
or sell for becomes a most important
problem for every grower who is deter-
mined to sell his fruit rather than allow
it to be handled.
In reaching this decision he is plac-
ing himself in the same position of try-
ing to look ahead on the general mar-
keting problem as a shipper or mar-
keting organization has to assume.
Every salesman in times like the pres-
ent finds it most difficult to clearly de-
termine what might be expected from
the present season. Previous measur-
ing sticks don't seem to apply. Bad
general business conditions and the
limited buying capacity of the public
seems to make it almost impossible to
reach conclusions as to what might be
expected with the same amount of ac-
curacy as has been in the past. Devel-
opments so far indicate the necessity of
a free selling attitude to the smaller
markets in order to stimulate distribu-
tion and avoid congestion in the larger
auction markets.
A grower who is going to determine
what price he will take is in a similar
position. Like the shipper, he is con-
fronted with the necessity of taking a
price that is disappointing to him or
having his fruit handled for his ac-
count. The shipper, for instance, in


dealing with the northern trade, may
decline to take an f. o. b. price that
seems altogether too low only to find
that he took a much lower return on the
same fruit when it was sold for his ac-
count at auction. Greater judgment
and courage may be required to accept
voluntarily what seems to be a low but
definite price than is required where
the responsibility for selling that fruit
is in a way shifted to the auction com-
pany and the market value thereby de-
termined.
Under declining market conditions
or low price tendencies the temptation
always exists to over-play one's hand.
Indications so far show the need of an
active trading attitude between seller
and buyer to avoid the tendency to con-
gestion and to stabilize tree market
values. In the same way that it is neces-
sary for a salesman representing a
shipper to courageously face and fre-
quently accept what seems to be con-
tinued disappointing offerings from the
buying trade, it is likewise necessary
for a grower as his own salesman to do
the same thing and take less than what
he somehow feels should be paid or as-
sume the risk of holding for either a
lower price situation later or a higher
one. He cannot tell. But he assumes of
necessity this responsibility.


"Repetition Is
Reputation"
If Florida citrus growers could organ-
ize and advertise as efficiently as the "Sun-
kist" organization of California, their crop
would bring more. Advertising which lets
people know that you have what they want
is the most important ingredient in suc-
cess. It is like an electric light bulb that
tells what the big power plant is doing.
Remember the maxim, "Repetition is
reputation"? In a busy world, to attract
attention, you must imitate Cato and say
the same thing often.
So remarked Arthur Brisbane, in his
syndicated column the other day. Bris-
bane knows. And his offering affords
something about which Florida citrus
growers should think very seriously.
With the best citrus fruit grown-the
best in flavor and the best in juice con-
tent-Florida producers have suffered
from paucity of advertising. It is not
going too far to say that they have pid-
dled at advertising, while California
has widely and wisely employed it-
and profited accordingly.
Happily, we are improving along
this line, thanks to the cooperative ad-
vertising efforts of the Citrus Exchange
and the Clearing House, but as yet we
are only playing with the proposition.
California's accomplishments in this
field are at least indications of what
Florida can accomplish. But we have
been rather passive, while California
has been active. It is time for a change,
and there are many indications that
good results will follow.
-Tampa Daily Times.


Orange Festival Planning

Large Exhibit of Citrus
The Fifth Annual Florida Orange Festival,
to be held in Winter Haven January 24-28 in-
clusive, again will picture the prominence of
the citrus industry of this state and will serve
to show visitors from other parts of the coun-
try both the extent of the industry and the
value of citrus fruit in the health of the nation.
The main object of the Festival will be the
advertising of the citrus industry. With that
objective, the Festival, because of its adher-
ence to this rule, is regarded by many as the
most important citrus show in the state, and
has advertised it thoroughly not only through-
out Florida but in other states as well.
The Festival will be held in temporary ex-
hibition halls to be erected amid a natural set-
ting of citrus trees. Plans call for a compre-
hensive exhibit of more than half a hundred
citrus booths, an equal number of by-products
and allied industry exhibits, and as many com-
mercial and miscellaneous booths. The Festi-
val also will feature many entertainment fea-
tures that will provide amusement and recrea-
tion for young and old. The Festival will again
be directed by J. B. Guthrie, general manager,
with John F. May as president, Judge Allen E.
Walker, vice-president, and Jay Stull as secre-
tary.
The Festival program follows:
Tuesday, Jan. 24-School Day-Pupils of
county schools admitted free for special pro-
gram.
Wednesday, Jan. 25-Fifth annual gather-
ing of Florida citrus growers; special meetings
morning and afternoon. Committee of Fifty
meeting.
Thursday, Jan. 26-Municipal Day-Winter
meeting of the Florida League of Municipali-
ties (continued Friday).
Friday, Jan. 27-Governor's Day-Recep-
tion of the Hon. David Sholtz, Governor of
Florida and official inspection of exhibits.
Saturday, Jan. 28-American Legion Day-
Midwinter conference state Legion Depart-
ment.


Beware of Termites When

Banking Trees for Cold
If citrus trees are banked with dirt that is
free of rotting wood the chances of termite in-
jury are greatly lessened, according to J. R.
Watson, entomologist with the Florida Experi-
ment Station.
The termites will quickly begin work in the
rotting wood and when it is shredded they will
attack the live bark, girdling the trunk and
causing death to the tree. Since most young
trees are on newly cleared land it is necessary
to take special precautions in banking them.
The purer the sand used in the banks the bet-
ter, but it likely will be necessary to use dirt in
reasonable distance of the tree. Care should
be taken to see that all stumps, limbs, and large
weed stems are removed from the banks.
Sometimes a coating of whitewash, if it is
thin when applied and clings closely to the
bark, will tend to prevent an attack of ter-
mites. Tree banks should be examined regular-
ly and as soon as termites are noticed the banks
should be torn down.


Page 4


January 1, 1933






January 1, 1933 FL(

Pest Control, Cover Crops,

and Other Grove Problems
By E. F. DeBUSK, Extension Citriculturist
I am afraid a good many growers overlook
the matter of supplying a sufficient amount of
available nitrogen to take care of the needs of
the bacteria in decomposing the crop of grass,
mowed or worked into the soil this fall, and at
the same time supply the tree's needs. Cover
crops that contain less than 1.7 percent am-
monia are usually found to be deficient in ni-
trogen. The general run of grasses contain
about 1 percent, while crotalaria and beggar-
weed contain about 2 percent. As a matter of
safety, it is considered good practice to apply
for an average cover crop of grass about 100
pounds of nitrate of soda, (to the acre) or 75
pounds of sulphate of ammonia, or 45 pounds
of calurea. This should be applied at the time
of the fall mowing or discing.
The theory of starving trees for nitrogen
and thereby making them "hard and more cold
resistant" is not borne out in actual experience.
The "well-fed" tree is the best risk as well as
the most profitable one. It must not be over-
looked that a hungry tree is a feeble fighter.
BANK YOUNG CITRUS TREES
It seems necessary to again call attention to
the matter of banking young citrus trees. The
farther we get away from the 1917 freeze the
more careless growers become about this pro-
tection to their young trees against cold. As a
matter of safety in case a cold snap should
come, young trees up to four years old should
be banked with earth free of bark and other
litter. This applies to all varieties of citrus in
Central Florida, to unprotected areas in South
Florida, and to satsumas in North and West
Florida. If this banking has not already been
done it should be attended to at once. Make
the banks large enough to withstand the winds
and heavy rains, and as high as practicable in
order to protect the trunk in case of a freeze.
In case a cold wave is predicted, see that banks
are renewed where worn down.
GUARD AGAINST FIRES
Where groves are to be mowed and left un-
plowed a fire guard of sufficient width should
be plowed around the grove before the mowing
is done or immediately thereafter. In case of
a very large grove, it might be well to plow or



ekelmpoved



Tnidc&tDedduous-
6&Citrus Hfater
It Kills Frost- at little Cost
1 MILLIONS
c.Are in Use....
Write for
SDescriptive Matter

RIVERSIDE SHEET METALWORKS. INC.
RIVERSIDE CALIFORNIA
D. V. WEBB, Sales Agent
61 W. Jefferson St., Orlando, Florida
Stock of Heaters Now on Hand at Orlando
,.h __i^ ^ -- -


)RIDA CLEARING ( HOUSE NEWS
disc a fire guard or two through the grove to
aid in checking a fire that might originate in
the grove or blow over the guard. Dead trees
in the woods around the grove should be cut
down. During a period of two years more than
95 percent of the grove fires reported origi-
nated outside the groves.
LOOK OUT FOR RUST MITES
Bear in mind our fruit is not out of danger
from rust mite injuries until it is in the field
crate. Do not forget that rust mites do their
dirty work during dry, warm weather. Growers
should watch for their ravages right on during
the warm days of the fall, winter, and spring.
When they appear in dangerous numbers, dust
or spray with sulphur or, if rust mites are pres-
ent in large numbers when the fall clean-up
spraying with oil emulsion is done, add three
pounds of soda sulphur to each one hundred
gallons of oil spray and thereby make the
spraying more efficient in rust mite control.
FALL CLEAN-UP SPRAY
More and more citrus growers are coming to
realize the importance and economy of the fall
clean-up spraying with oil emulsion in the scale
control program. Many have found that by do-


Page 5

ing this spraying thoroughly and at the proper
time the much dreaded summer application
may be omitted, except where bordeaux-oil is
applied in the spring for melanose or scab.
This fall or winter clean-up spraying should be
done as early in the fall as the temperature and
fruit conditions will permit the use of a 1 to 50
or dormant spray strength. In case of early
fruit it is often advisable to defer spraying
until the fruit has been picked. Fall and win-
ter spraying should not be done when the tem-
perature runs very low, as a satisfactory kill-
cannot be attained under such conditions. Also
spraying with oil in late fall or winter increases
the danger of cold injury, and therefore should
be done only when justified by the degree of
the scale infestation.
Growers should bear in mind that spraying a
citrus tree with an oil emulsion is more or less
of a shock to the tree. Therefore, when a tree
is sprayed it should be done at the proper time
and done thoroughly, so as to give maximum
results in control of the pest. A poor job of
spraying with oil often results in more being
lost through damage done to the tree than is
gained by pest control.


1,000,000 boxes more for



BROGDEX






LAT MAXCY of Frostproof, and Gregg Maxcy of
Sebring, between them operating six modern packing
houses and packing more than a million boxes of
fruit, have signed 3-year contracts for Brogdex.
The Maxcy brothers have been pioneers in the devel-
opment of our citrus industry and have contributed
much to the prestige of Florida fruit in the markets
of the country.
They. have long recognized the weakness of Florida
fruit in the market and in various ways have tried to
overcome this fault by using treatments designed to
improve the appearance of the fruit as well as to
make it keep better.
We know of no better endorsement of Brogdex than
that the Maxcys finally turn to it as the most effective
means yet discovered that will insure sound delivery,
better appearance, and longer keeping time.
This action of the Maxcys is significant and should
give food for the thoughtful consideration of anyone
concerned in better prices for our fruit.


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






FLORIDA CLEARING HOUSE NEWS


January 1, 1933


Weekly Citrus Summary

(By A. M. Pratt, Manager, Florida Citrus Growers
Clearing House Association)
(Week Ending December 24, 1932)

WEEKLY CARLOT INDEX ANALYSIS
Week Week Week
Ending Ending Ending
Dec.24,'32 Dec. 17,'32 Dec.26,'31
Fla Org's Shpd....... 551 1264 299
Total -... ...------.. 4873 4322 5620
'Fla. Gft. Shpd..-....... 360 356 283
Total .......------. 3600 3240 5722
Fla. Tang. Shpd....... 165 248 131
Total...................... 937 772 1070
Fla. Mixed Shpd..... 335 722 285
Total -..............----........ 2637 2302 3452
Texas Gft. Shpd..... 40 90 52
Total...................... 1485 1445 1689
Cal. Org's Shpd....... 404 652 739


Fla. Org's Auc...... 625
Average---..~..---.. $2.45
Fla. Gft. Auc..---... 275
Average--....----... $2.20
Fla. Tang. Auc ...... -- 173
Average.......------- $2.35
Texas Gft. Auc....... 21
Average -.....-----. $2.50
Cal, Org's Auc-..... 452
Average---.....--... $2.60


706
$2.70
209
$2.40
125
$2.40
22
$2.70
384
$2.75


444
$2.65
207
$2.30
166
$3.00
12
$2.60
356
$3.05


ORANGES No. 2


Avg. Shpd Sold Avg.
$2.06 163 59 $1.71
$1.85 26 22 $1.60
$2.22 43 3 $1.73


ORANGES No. 1


Week Ending Shpd Sold
Dec. 17.... 175 42
Dec. 24
(5 days).. 60 11
Dec. 26
last year.. 48 19


GRFT. No. 1 GFT. No. 2
Week Ending Shpd Sold Avg. Shpd Sold Avg.
Dec. 17.... 48 8 $1.86 61 11 $1.63
Dec. 24
(5 days).. 24 4 $1.77 43 7 $1.57
Dec. 26
last year.. 56 6 $1.38 45 5 $1.33

TRUCK MOVEMENT
Week Ending Saturday-9 A.M.
360 Boxes to Car
Does not include truck movement to boat
Week Ending Oranges Grapefruit Tang. Total
Dec. 17........ 79,965 22,887 ** 102,852
Dec. 24........ 58,029 9,970 ** 67,999
Total to date *365,376 176,019 1441 542,836
Total to date
last year .... 414,446 154,503 43295 612,244
Up to and including Dec. 20, 1932
** Not available

COMPARATIVE SHIPMENTS
Florida Oranges
Week Last 1930- 1929- 1928- 1927-
Ending Year 31 30 29 28
Dec. 17........1312 750 862 903 575
Dec. 24........ 299 444 317 506 477
Dec. 31........ 539 1056 923 1312 1029
California Oranges
Week Last
Ending Year 1930 1929 1928 1927
Dec. 17........ 596 558 653 712 1060
Dec. 24........ 739 612 578 797 750
Dec. 31........ 464 732 722 1261 501
Florida Grapefruit
Week Last 1930- 1929- 1928- 1927-
Ending Year 31 30 29 28
Dec. 17........ 372 262 269 366 212
Dec. 24........ 283 306 144 371 275
Dec. 31........ 433 708 400 693 602
Florida Mixed
Week Last 1930- 1929- 1928. 1927-
Ending Year 31 30 29 28
Dec. 17........ 765 870 -607 241 220
Dec. 24........ 285 326 175 142 164
Dec. 31........ 329 630 358 358 272


Florida Tangerines
Week Ending Last Year 1930-31
Dec. 17.............. 255 139
Dec. 24.............. 131 90
Dec. 31.............. 317 306


Texas Grapefruit
Week Ending Last Year 1930-31
Dec. 17.............. 144 93
Dec. 24........---- 52 37
Dec. 31.............. 128 68


1929-30
67
47
103


1929-30
235
95
192


ORANGE AUCTION OFFERINGS EXCEP-
TIONALLY HEAVY
During this week (ending Dec. 27) and last
week, 1331 cars of oranges have sold in the
various auction markets. A year ago 1089 cars
were auctioned in the same period. Two years
ago less than 900 cars were auctioned. Under
such heavy offerings it is not surprising that
the general average at auction dropped this
week to $2.45 on 625 cars as compared to $2.70
on 706 cars last week. A year ago you will no-
tice Florida auctioned only 444 cars at $2.65
and two years ago only 288 cars at $2.90 for
this corresponding week. Our auction average
was 15c less than California's average of $2.60
for this week. California's average is 45c under
her auction average of a year ago, whereas,
ours is 20c under our average of a year ago for
this same week. Therefore, considering the
volume there is nothing from the above analy-
sis to be particularly discouraged about.
ESTIMATED SHIPMENTS NEXT WEEK
For next week we are estimating 500 cars of
oranges, 350 grapefruit, 325 mixed and 150
tangerines. California has wired estimating
600 cars of oranges for next week. Their ship-
ments this week are less than their 750 esti-
mate as they have shipped only 404 cars for
this week. So far the discontinuance of the
state maturity enforcement regulation has not
resulted in shipments being heavier. With
prices down as low as they are it looks as if
shipments will be fairly well proportioned for
next week on all varieties.
GRAPEFRUIT
The average of $2.20 delivered on 275 cars of
grapefruit in the various auction markets is
20c less than last week and 10c less than a year
ago when only 207 cars were offered.
TANGERINES
With tangerines selling so close to red ink,
namely $2.35, in the various auctions and so
much under a year ago when a similar number
of cars sold at $3.00, it would seem the sensi-
ble thing to go light on tangerines, continue
picking for size, with a right to hope for better
prices later on. Our tangerines will be getting
better eating and when the consumers begin to
get tangerines that they will enjoy, with the
chance that we have to distribute tangerines
over a long marketing period this year due to



NITROSE

on the grove stops corrosion on metal-
roofs, piping equipment of all kinds,
spray wagons, etc. Most excellent for
tree surgery and pruning work and treat-
ment of gummosis.

THE NITROSE COMPANY, Peoria, Ill.
G. L. SIMONDS
Southeastern Distributor
Winter Haven, Fla.


FIRST FIVE DAYS' SHIPMENTS & SALES
(Commencing Sunday)


C-


lateness of the crop, we can't see why it isn't
wise to hold down shipments of tangerines.
You will notice that we are estimating the
movement this coming week at about half of
what was shipped for the corresponding week
a year ago and two years ago.


Advertising Campaign's

Schedule of Newspapers
Here are the newspapers which are being
used in the Florida citrus advertising cam-
paign, a total of twenty-four papers in ten of
the larger markets east of the Mississippi
River:
New York Daily News, New York Sun, New
York Journal, New York World Telegram,
Brooklyn Eagle, and Newark Daily News.
Baltimore News and Baltimore Sun; Boston
Globe, (morning and evening editions) and
Boston Herald-Traveler (morning and evening
editions).
Detroit Times and Detroit News.
Cleveland Plain Dealer and Cleveland Press;
Cincinnati Times-Star.
Washington (D. C.) Star.
Philadelphia Bulletin and Philadelphia Pub-
lic Ledger.
Pittsburgh Press and Pittsburgh Sun-Tele-
graph.
Chicago Tribune, Chicago Daily Times, Chi-
cago American, and Chicago Daily News.



IRRIGATION

Ames Lockseam Slip Joint Pipe
Universal Cast Iron Pipe

MYERS SPRAY PUMPS


The Cameron & Barkley Co.
TAMPA, FLA.





When you visit-



TAMPA

You Are Invited to Live at


HOTEL


HILLSBORO
The City's Largest All-Year Hotel,
Centrally Located
DINING ROOM
COFFEE SHOP
CAFETERIA
Single. . . . . .... $2 to $4
Double . . . . ... $3 to $6

L. B. SKINNER, Owner
C. J. JACKSON, Manager


Page 6




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