Title: Biennial report - Florida Division of Marketing
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00094067/00005
 Material Information
Title: Biennial report - Florida Division of Marketing
Physical Description: Serial
Language: English
Creator: Florida -- Dept. of Agriculture and Consumer Services. -- Division of Marketing
Publication Date: 1925-1927
Genre: government publication (state, provincial, terriorial, dependent)   ( marcgt )
Dates or Sequential Designation: 1- 1917-
 Record Information
Bibliographic ID: UF00094067
Volume ID: VID00005
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 - 01403025


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Report of L. M. RHODES, Commissioner
Florida State Marketing Bureau, to
Honorable John W. Martin, Governor
of the State of Florida.


L. M. RHODES, Commissioner
Moses Folsom, Secretary
Neill Rhodes, Assistant Commissioner
R. H. von Glahn, Market Agent
Floyd M. Houser, Telegraph Operator
Howard Mueller, Stenographer
W. L. Jackson, Multigrapher
B. H. Hollaway. Assistant Multigrapher


It is generally conceded that marketing is a more diffi-
cult problem to solve than producing. Large manufacturing
concerns hire the shrewdest brains that money can buy to
place their output on the markets. The daily and weekly
papers and the magazines are supported by advertisers who
are trying to induce consumers to purchase the thousands of
things needed and wanted by the millions that compose the
buying public. Advertising is only one phase of marketing
-it creates the desire and points to the source of supply.

But interwoven with marketing are the many agencies
affecting price and profits, among them cost of production,
preparation, transportation, routing, advertising, locating
markets, selling expenses, competition, seasonal demand,
and financing. These subjects need a constant study by
someone who can keep the grower and shipper informed
without each farmer having to do this for himself. Such
is the function of the State Marketing Bureau. Conditions
in the State certainly attest the need of the work being done
by this office.

Comparing the results obtained by the Florida Mar-
keting Bureau with those of the other states and of the
federal government, we feel that the Commission is to be
commended for the splendid service rendered. The future
promises an even broader field of service, and I am sure
it will be able to appropriate past experience to great ad-
vantage in extending its functions to broader fields.

Commissioner of Agriculture.

Florida State Marketing

The Fifth Biennial Report of L. M. Rhodes, Commissioner
Florida State Marketing Bureau, a Division of
the Florida Department of Agriculture,
respectfully submitted by
Nathan Mayo, Commissioner Florida Department
of Agriculture
L. M. Rhodes, Commissioner Florida State
Marketing Bureau

To HON. JOHN W. MARTIN, Governor of Florida:

We are pleased to report that the Market Bureau
is rounding out its tenth year of very active existence
and that every year has been a period of growth, ex-
pansion, development, progress and service.
The war-ridden countries of Europe, as well as
other farming sections of the world, are greatly increas-
ing their agricultural production and exports. Ameri-
can fields, groves, orchards, herds and flocks are yield-
ing in abundance. There are, therefore, ample supplies
of practically all agricultural produce in every foreign
and domestic market on earth. Farm products being
one of the greatest factors in our commerce and trade,
marketing of produce has become by far, the most im-
portant agricultural problem. I know of no word in the
vocabulary of man which has a wider scope of meaning
than marketing, and there is perhaps no avocation, bus-


iness calling, enterprise, profession, industry or vocation
that is more varied in its operations, or affected by
more different factors than the exchange of the necessi-
ties of life. And there is no field of endeavor in the
business fiber of modern civilization that is broader and
more complex or complicated, or one in which one comes
in contact with more elements of society and human
nature, than marketing.
No state has greater problems in the field of agri-
cultural economics than Florida. Certainly no State
Market Bureau has been confronted with more adverse
market conditions and difficulties, or more intricate
selling problems than ours. Therefore, the activities of
the Marketing Bureau have been so varied and numer-
ous that it would be impossible in a reasonable space to
give them all in detail.

Grades and Standardization
Realizing that graded products always sell more
readily and bring a better price than field or grove run
or ungraded products; that they satisfy the customers,
increase demand, widen the field of distribution and
broaden markets; knowing that grading farm products
or separating them into groups of uniform size, variety
and quality at shipping point, eliminates damaged or
diseased products and culls, saves labor, packing ma-
terial, transportation and selling charges; and that
standardization or making known the character and
nature of commodities included in the grades or the
defects excluded from the products graded, eliminates
many of the problems of marketing, the State Market-
ing Bureau in cooperation with the Bureau of Agri-
cultural Economics has helped to establish grades, and
to standardize citrus fruits and leading vegetables. A
great deal of these crops are shipped out under grade.
This work should be continued until every commercial
product sold from our soil would be graded, standard-


ized and honestly branded or stamped as to grade,
quality and condition.
Another service made possible by the Bureau is co-
operative shipping point inspection. This examination
of products to see whether or not they meet grade re-
quirements or fail to meet them reveals qualities or con-
ditions which disqualify them for certain markets and
qualify them for others, and also helps the shipper to
intelligently bargain with the buyer and to certify the
shipment as to grade and condition. It is a commercial
service which is practiced in nearly all the states, and
which is increasing rapidly in use every year. It is a
very valuable factor in marketing perishables. Receiv-
ing point inspection is also furnished in Jacksonville,
one of the leading market gateways of the State, by the
Bureau in cooperation with the Bureau of Agricultural
Economics. Inspection furnishes a disinterested and
impartial way of settling disputes between the receiver
and shipper in cases of unsatisfactory quality or condi-
tions. It protects the shipper in case of unwarranted
complaints, furnishes protection to the receiver when
products arrive in poor condition or of poor quality
This modern and valuable service has not only been
made possible but has been put into effect by the Bureau.

Marketing Advice
Through hundreds of letters, telegraph messages,
telephone conversations, personal conferences, radio
and newspaper quotations, bulletins, market charts, etc.,
the Bureau has advised growers and shippers and given
them information covering every phase of marketing,
from the field to the consumer. This information has
covered assembling, grading, packing, standardization,
containers, inspection, transportation routing, refrig-
eration, packing houses, cold storage, warehousing, con-
tracting, financing, precooling, storage economics. crop
conditions, conditioning, shrinkage, deterioration, class-


ification, weather conditions, quality, variety, seasonal
offerings, supply, demand, market reporting, crop re-
porting, diversions, forecasted yields, destination, pass-
ings, shipments, unloads, loading, market preferences,
reliability of consignees, competitive areas, competitive
products, shipping season cost of production, drying,
canning, advertising, foreign demand, buyers and
dealers, F. 0. B. sales, contracting, embargoes, drayage,
health regulations, quarantine regulations, how to ship,
where to ship, and every other possible phase of produc-
tion, preparation, transportation, distribution and mar-
Market News Service
Cooperating with the Bureau of Agricultural
Economics, the Marketing Bureau makes market news
service available to every farmer in the State and ap-
proximately two-thirds of them take advantage of it in
some way, either by mail, telephone, telegraph, radio,
or through the press. Information is given on quota-
tions of seasonal fruit and vegetables from Florida as
well as shipments, destinations, passing, unloads and
full market conditions. F. 0. B. prices are now given
on citrus, complete information is given daily on ter-
minal markets, reports which include all details as to
weather, number of cars on track, or diverted therefrom,
arrivals by boat from this and other countries, arrivals,
by express, and freight, market demand, conditions,
tendencies, etc. A score or more of special reports are
made daily to associations and shippers besides special
reports for radio stations, newspapers and special press
reports. A report is issued daily at Orlando covering
citrus, giving information complete. At Sanford one
on Celery, giving all shipments, passing. prices both
F. 0. B. and destination. A similar report from Lees-
burg covering melons, tomatoes and sometimes cucum-
bers. At Hastings a special potato report giving all
possible information daily. At Jacksonville during the
nine months of shipping season we issue a daily mis-


cellaneous vegetable report covering seasonal offerings
from the State. The daily price list of all poultry, eggs,
fruits and vegetables published in the Jacksonville
papers has been of great benefit to producers. In fact
most of the cities of the State are guided, more or less,
by these prices. The market news reports coming in
from market centers over leased wire keeps the shippers
informed as to markets with accurate information and
farmers are posted by this special information as to
production, movement, supply and demand and con-
sumption, prevailing tone of the market, quantity in
storage, conditions of shipments, export demand, weath-
er variations, pest epidemics and other useful data. If
knowledge is power and information has any value, this
service alone is worth many times the entire cost of the
The Bureau a Source of Information
The average number of prices of mail sent out by
the Bureau daily is around 1500oo, about ten per cent of
which is type written letters giving special information
with reference to various phases of marketing, and going
to every state in the union and twenty-five or thirty
foreign countries. In reply to requests for statistical
information, market reports, crop reports, bulletins and
various other information, the telegraphic messages of
all kinds that go out from the Bureau flashing out in-
formation would amount to 6oo, ten-word messages
daily or one every minute for ten office hours. Each
day scores of telephone conversations and personal con-
ferences are carried on. Information is also given out
daily through the press.
The Financial Standing and Commercial Rating of Dealers
The Bureau supplies information as to the com-
mercial responsibility and financial rating of commis-
sion men and produce merchants, etc., in any part of the
United States, Cuba, Canada and some points in foreign
countries. This service has been extensively demanded,


cheerfully given and widely used and has been a great
protection to shippers against "Fly-by-nights," crooked
dealers and questionable buyers. The Bureau keeps
revised lists of these dealers in the various lines and has
a very complete line of rating information ready at all
For Sale, Want and Exchange Bulletin
This bulletin is a medium of sale and exchange for
an abundance of plants, seeds, shrubs, live stock and
poultry for breeding purposes, eggs for setting and all
kinds of implements, machinery, etc., and small lots of
fruits, vegetables, meats, feeds, etc. It has a mailing
list of 16,ooo. Any producer can advertise free of
charge, anything he has for sale, or wishes to buy. An
average of 7,000 people advertise approximately $5,-
ooo,ooo worth of produce through it and around $4,-
ooo,ooo worth is sold or exchanged. If the people who
sell and buy (and as many buy as sell) through this
bulletin were to pay one per cent commission, it would
exceed the entire cost of the department. The front
page of this bulletin is used by the commissioner for
publishing useful marketing information. Many of
these front page editorials have been given wide pub-
licity by the press of the State.

Co-operative Marketing
It is the duty of the Marketing Commissioner to
foster cooperative marketing and assist in locating
markets for cold storage holdings, and to give market-
ing advice through the press, bulletins and lectures.
This has been done as far as possible and in addition
to other arduous duties he has delivered over i,ooo lec-
tures since the Bureau was established, given advice in
hundreds of conferences, contributed many articles to
the press about the various marketing problems and has
assisted in forming a number of cooperative organiza-
tions, and assisted those already in existence. In fact
the demand has been so constant for his services in the


lecture field and over the radio, and for his advice in
articles, bulletins, charts and hand books, that every
state in the union and many foreign nations have heard
of Florida through the Marketing Bureau.

Marketing Charts and Growers and Shippers Handbooks
Handbooks and charts, containing condensed, ac-
curate, complete general information on every impor-
tant commercial perishable crop in Florida, giving at a
glance a season's history of each commodity, covering
price quotations, etc., has been issued and widely circu-
lated. The hand books and charts have been of un-
limited value to farmers and shippers.

Record of Carlot Movements
A very thorough and complete record of carlot ex-
press and boat shipments from the state is compiled by
the Bureau. Thousands of these reports are called for
and sent all over the country every year. They are also
given wide publicity by the press. The Bureau adjusts
differences, arbitrates controversies, collects claims and
settles disputes between shippers and receivers to the
amount of many thousands of dollars annually. There
is scarcely a community in the State which has not been
benefited by this service.

Locating Markets
The Marketing Bureau keeps an up-to-date list of
produce buyers, commission houses, auction companies,
etc., in this country, Cuba and Canada, and has ready
information as to supply and demand in all domestic
and foreign markets and we spare no time and effort in
locating buyers for Florida produce and in putting
Florida shippers in touch with ready markets.
In fact the Bureau acts as adviser for producers
and distributors, when requested and assists them in
every practical and possible way. We do all we can to
improve the relations and services among producers,


distributors and consumers of Florida products and to
protect and conserve the interests of producers, shippers
and consignors of such products. We seek to foster and
encourage cooperation and business relations between
producers and distributors in the interest of the general
public; to collect Florida data which has a bearing on
transportation, distribution, production demand or sup-
ply; to seek new markets to help increase consumption
of Florida products and to indicate trends of produc-
tion; to ascertain the consumptive capacity of various
markets of fresh fruits and vegetables and other Florida
produce; to find out the possible expansion of unde-
veloped markets, especially in small towns and cities;
to increase the consumption of Florida products locally;
to speed up slow, stagnant markets; to bring about a
closer cooperation of the growers, shippers, and market-
ing agencies in the regulation of shipments, standard-
ization of grades and quality; to extend, broaden and
improve in every practical way the distribution and sale
of Florida products in the markets of the world, and to
promote economical and efficient distribution and mar-
keting of all agricultural and horticultural products
grown in the state of Florida; and to function so as to
be of the greatest possible service to all who are inter-
ested in the production, distribution, marketing and
consumption of farm products.
The Bureau is maintained by a fund derived from
a tax on the manufacture and sale of fertilizer, which
is paid indirectly by the producers on the farms of the
state. This tax was paid a long time before the Bureau
existed. Every phase of the Bureau's activities and
every effort of its employees are intended to contribute
to the welfare of the people of Florida, especially the
agricultural producers, and we have tried to do the
things that are basic in the advancement and develop-
ment of our great commonwealth.


We realize that there remain unlimited possibili-
ties in economic fields and unmeasured opportunities for
service in the realm of this Bureau's operations. In the
future, as we have in the past, we will meet the require-
ments of the task'unflinchingly and labor unceasingly.


of the
Expenditures of the Florida State Marketing Bureau
July 1, 1925, to March 1, 1927
FOR PERIOD July 1, 1925, to July 1, 1926

Appropriated per annum ..........
SA LA R IE S : ............. ............... $ 6,8oo.oo
MULTIGRAPH: ................ 6,o000o.36
Maintenance of equipment and
supplies such as paper, envel-
opes, ink, etc.
ADDRESSOGRAPH: ............ 119.80
Upkeep and supplies.
PO ST A G E : .............................. 434.27
General office, semi-monthly
bulletin, special reports, etc.
TELEGRA PH : ............ ......... 2.1 18.59

General office, leased wire
maintenance, special reports.
Office equipment, typewriters,
stationery, pencils, ink, sten-
cils, water, miscellaneous.
T E LE PH O N E : ........................
Commissioner and office per-
sonnel traveling expenses, auto
upkeep, etc.
R E N T A L : ..................................






BALANCE turned back to
State July 1, 1926................................. $19.64


FOR PERIOD July 1, 1926, to March 1, 1927

Appropriated per annum ............
SA LA R IE S : .............................. ,15 3.36
M ULTIGRAPH : ...................... 3,843.31
ADDRESSOGRAPH: ............ 3.71
P O ST A G E : ................................ 41 1.84
TELEGRA PH : ........................ 911.68
FICE SUPPLIES: ........ 675.46
TELEPHONE: ..................... 302.59
RE N T A L : .................................. 1,240.00



BALANCE for remaining four
m o n th s ............................ .... .... ... ............... $ 1 1,2 8 8 .2 3
(March through June inclusive)

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