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I ,,


VOL. 11. WHOLE NO. 139 HOWEY-IN-THE-HILLS, FEBRUARY, 1930 $1.00 PE


;R YEAR


--JOLLY VISITOR

FINDS OUT HOW

TO TELL TREES

Hoosier Now Knows Differ-
ence Between Grapefruit
and Oranges

inHERE came to Howey-
in-the-Hills from Indi-
ana a few days ago a
kindly man just past middle
life. His small, square,
whitened bushy beard gave him
the appearance of a member of
congress as caricatured by news-
paper cartoonists. More than a
year ago he had bought a grove
here, but never had seen it. This
was his first visit to Florida and
lhe waves enamored cf' the verdant
glories of a sun-warmed, new-
.found world.
C. M. Pinkerton, in charge of
Howey Company fruit production
and 'grove maintenance, about to
make a tour of the property, cour-
teously asked the visitor from In-
diana if he would like to go along;
he would, and did. As the car
rolled over the hills there was
plenty of conversation.
What! A Stranger?
"That was a pleasant looking
feller we just passed," said the
gentleman from Indiana; "he
looked sorta inquiring like; mebbe
he's a stranger hereabouts;
shouldn't we tell him the road?"
"Oh, no, I think he can find his
way around," smiled Mr. Pinker-
ton.
"He 'peared inquisitive-like to
me," broke in the Hoosier. "Do
you know who he be?"
- --- *' 'e-s.'^M'eT ."t" --r' -,


the man '-"
"Goodness gracious me, that's a
good one-I know him my own-
self, that is by mail, he's a-written
me many a letter. Glad to see
him. My, I like the view of this
rolling country, with the orange
groves on the hillside and the lakes
and that moss on them oaks-it
kindy makes me feel funny inside.
"Tell abody something Mr. Pin-
kerton-say you ain't a member
of that detective family are you?
No, anyhow you did a good job
of detectin' when you found this
purty-as-a-picture country. What
I started to ask was, how can a
greenhorn tell a grapefruit tree
from an orange tree?"
Pinkey Does Some Sidestepping
"I don't think you could," re-
plied Mr. Pinkerton before realiz-
ing just how it was going to sound,
quickly adding: "Excuse me, I
mean from this distance it is diffi-
cult, but I will drive into this grove
road and explain it. Now you can see
that the .grapefruit leaf is larger than
the orange and it also is greener and
has a higher luster, as if it were var-
nished and you will note the lobe at
the'end of the leaf is much larger than
the orange."
"Much obliged. Why do they call
'em grapefruit-I uster think they
growed on a vine. Oh, that's the how
of it, because the fruit grows in clus-


I=


II


Former Pres o.f COOLIDGEBEM
Fnrnr Prenirnt n United States P otouranhed on Lawn at Howev Home %COOLIDGE- BEM
a a ma a Wf


Men at Howey-in-the-HUIs noonday luncheon in honor of Calvin Coolidge included, reading from left: John F'. Harris
E. Hurlburt, C-.lvln Coolidge, IV. J. Howey, Geo. P. Wentworth, J. Leonard Replogle and Opie Read. Other lunch
Bishop. G. G. Wa:re.


Opie Read Sells

His Reminiscences,

To 'Cosmopolitan'

O PIE READ, author of The
Jucklins, A Kentucky Colo-
nel, A Tennessee Judge,

Gauze Veil and many other fa-
mous books, recently received a
contract at Howey-in-the-Hills, his
winter residence, from Cosmopoli-
tan magazine for publication in
serial form of Mr. Read's me-
moires.
Mr. Read also has been re-
quested by Cosmopolitan to write
a series of short stories. The price
paid for his reminiscences is said
to be a record. The publishers
were so impressed with the manu-
script that they made the unusual
request that it be enlarged, al-
though already more than the
average book in length. When
these additions have been com-
pleted, the first installment will
appear. Ultimately the memoires
will appear in book form.
Mr. Read also has received an
offer for ten weeks during the
coming summer as Chautauqua
speaker, but this he has declined.
He plans an extended trip abroad,

spending much time in Spain. For
25 years Mr. Read was on the lec-
ture platform, appearing on the
famous circuits with such other
speakers as William Jennings
Bryan, Warren G. Harding and
other equally well known orators.
During his residence at Howey-


ters like grapes. Never saw so many in-the-Hills, Mr. Read is a prodi-
trees in one orchard in all my life--
how big is this farm. Do tell! 12 gious writer. He owns an orange
miles wide, 15 miles long and 362 feet and grapefruit grove. His prin-
high? Just wait till I get that'n off cipal recreation is golf, which he
on those Posey county hog callers. plays daily, making the sporty
"Another thing, when do the trees;
bloom and can you smell 'em back at' Howey in the Hills nine hole
the hotel? In February, a few mebbe'course close to par, 36.
in June, and the odor fills the air. I
remember when my matter married up TRIBUNE CONTENTS BROADCAST
with the head watchmaker at South
Bend a few years back, it cost us the Flashes from This Newspaper Broad-
price of a calf to get a spray of orange east by WFLA
blossoms for the bride; I was agin it,
but ma said the ceremony wouldn't be The Howey Tribune won the dis-
legal without 'em-and at that from tinction of being on the first program
the way the weddin' turned out I of the State Press Scrap Boo$,. broad-
g-uess it was leiaon blossoms. cast from Station WFLA, Clearwater,
"When do you pick the fruit?" Florida, January 24.
It was explained that this year The State Press Scrap Book is fea-
grapefruit and oranges ripened un- tured by the Florida Clipping service
usually early, but that ordinarily gen- and the program is arranged by Rus-
eral picking does not get under way sell Kay, who selects his material
until December. from the reading of 238 newspapers
The inquisitive and jolly Hoosier published in Florida. Radio audi-
also learned that while Marsh seed- ences are assured of "The BEST from
less grapefruit and Valencia oranges the PRESS," in the way of editorials,
are standard varieties for Howey snappy paragraphs, or bits of unusual
grove owners, Pineapple and Parson i verse. The Scrap Book is a regular
Brown oranges are grown and that Friday night feature at 7:45 p. m.
an early orange known as the "Ham- Station WFLA has a strong wave
lin" is being propagated. This orange length and the popularity of these
was originated by A. G. Hamlin, of press programs is far reaching. Any
Tavares, formerly of DeLand. In comments from listeners-in who have
1884, Mr. Hamlin was attracted to a heard the Howey Tribune mentioned
grove whose fruit was of excellent will be appreciated.
texture and quality and practically
seedless. Mr. Hamlin got budwood Off Miami, the Gulf stream comes
(Continued on page four) within three miles of the shore.


YOUNG GROVE NETS $3,512

Boyce Sells 1,250 Boxes Grape-
fruit at $2.25 on Tree

William E. Boyce, with an eight-
year-old Howey grapefruit and
orange grove, is this year receiv-
ing a net return of $3,512. M.
Boyce sold 12 50 boxes of Hgww_
quality grapefruit at $2.25 pj
box on the tree, while 500 boxes
of Valencias will bring a price of
not less than $3 a box on the tree.
And these added to his return on
Pineapple oranges make an in-
come for the 10 acres of $4,712,
while grove expenses for the year
were $1,200. "Let those who will
indulge in Wall Street's stock
splurges with its ensuing financial
static," is Mr. Boyce's comment,
"but I prefer to keep my money
in a Howey citrus grove."

LACK OF EGO DEPLORED

Chicago Fruit Firm President
Urges Florida to Awaken

G. M. H. Wagner, president of
G. M. H. Wagner & Sons, one of
the largest fruit distributors in
Chicago, writes: "We have to
thank you for the reprint headed
'False Fears' taken from The
Howey Tribune, which you have
so kindly forwarded us. It is good
and no quarrel could be developed
with us in connection with it or its
purpose. We sometimes wonder
whether Florida's greatest weak-
ness as a state does not lie in the
fact that she has not as yet really
found herself and has not awak-
ened to her own potentialities. She
has not developed enough of the
ego and self-assurance, so gener-
ously displayed by California, for
example. It, in a measure, re-
quires these things to develop the
consciousness of the outsider to
her fundamental stability and pos-
sibilities. It is fortunate that she
is developing such men as Mr.
Howey or possibly we should say
that it is fortunate that such men
are developing Florida."

HILL FRUIT CORRECTS DlA I0ETE-SY

Howey Product's Virtue Clearly Dem-
onstrated Estero Editor Explains

Under the heading, "Health and
Vegetables," the editor of the Amer-
ican Eagle at Estero, Florida, com-
ments on the health producing pro-
ducts of Florida and among other
things says: "No more promising
field spreads before us than the one of
ascertaining the health values of all
Florida fruits and vegetables and then
to tell the world about them, being
always careful to give the exact facts.
That this is something worthy of do-
ing has been demonstrated by W. J.
Howey who has clearly established
the fact that grapefruit produced at
Howey-in-the-Hills possesses unusual
virtue in case of diabetes and kindred
ailments and this because of the soil.'


oil From Peel

!New By-Product

At Juice Plant

OTILS from grapefruit peel and
orange peel are being re-
covered from fruit used at
S]wey7u~ee Tfi p iant."The'
Value of thisby-product is approx-
imately 20 cents a box, and ordi-
narily goes to waste.
The W. J. Howey Company is
one ot the few outfits in the state
owning and operating a citrus oil
recovery plant. With the instal-
lation 1 of this equipment, the
Howey, cycle runs like this: rough
lemon root stock; pedigreed bud-
ded trees; quality fruit; modern
packing plant; independent sales
at premium prices; juice plant for
canning by secret process grape-
fruit juice, and orange juice; oil
from peelings; fertilizer from
refuse.
The oil reclamation machinery
adjoins and is connected with the
juice plant and consists of a
grinder, a large tank where the
ground peel is subjected to live
steam for a period of a few hours
and this mass then is placed in an
atmo-spheric distillery for distilling
off of all essential oils, which are
collected in glass containers and
these go into cold storage at
Tampa before shipment to the
market.
About five gallons of oils are re-
covered from 200 boxes of oranges
afnd three and one-half gallons
from 200 boxes of grapefruit. The
output of the Howey plant has
teen sold. These oils are used in
making perfumery and perfumed
soap. The oil is used in prepara-
tin of extracts and as concen-
trated syrup for beverage pur-
p ses.
The equipment was installed
hare by the By-Products corpora-
tion of Tampa. The Howey-in-


.. ---


YOWELL SEES PROSPERITY

Orlando Merchant Cites Citrus Ac-
tivity as Dawn of New Era

N. P. Yowell, president of Yow-
ell-Drew Company, Orlando's
largest store, in a communication
to this organization, says:
"Central Florida has entered upon a
new era of prosperity, due in a large
measure to the newly vitalized citrus
industry of the state. It is our belief
that the business interests of Central
Florida have come to realize to a
greater extent than ever before, how
dependent we all are on the prosperity
of the citrus interests of Central Flor-
ida. We anticipate that the market-
ing of the present crop will bring the
citrus industry into a greatly improved
condition.
"We are sincere in saying that there
is cause for celebrating the return of
prosperity to the citrus interests of
Florida and we intend to encourage
the people of this section to look upon
this period as the dawn of a new era
in Central Florida."

AIR TRIPS ANNOUNCED


the-Hills outfit is one of four in Miami Representative Arranges
Florida. Sky Hops to Howey-in-the-Hills


,OKLAHOMA MAN LIKES US


Life Insurance Executive Thinks
owey-in-the-Hills "Wonderful"
B. Houghton, president of
th< National Aid Life Association,
recently, with Mrs. Houghton,
sp nt several days at Howey-in-
th -Hills.
'Most wonderful fruit develop-
ment I ever saw and one of the
most efficient business organiza-
tions," was Mr. Houghton's com-
ment at the conclusion of his in-
vestigation here.
"Also, your canned grapefruit
Juice and orange juice solves a
problem for me that I long had
wanted solved."


Two-day airplane trips from
Miami to' Howcy-in-the.Hills are
announced by H. Clinton Hill, rep-
resentative in charge of the
Howey office at Miami. Cabin
planes carrying seven passengers
and two pilots are used. The
planes leave Bay Biscayne, close
to the Howey office, and land on
Lake Harris at Howey-in-the-Hills.
The air liner soars over the same
route used by the Miami-Howey
buses, up the East coast and back
via Bok tower, Avon Park and
Okeechobee City.

There are more Canadians than any
other foreign born residents of Flor-


with me," Mr. Coolidge explained,
"but she was detained in' Mount
Dora where the ladies are having
some sort of a reception for her."
Joins in Joke Laughter
When asked how long he and
Mrs. Coolidge would remain in
Florida, Mr. Coolidge replied:
"As long as we can."
The characteristically solemn
features of the former president
constantly were relaxed in wide
smiles.
At the juice canning plant, Opie
Read, the author, a member of the
party, remarked to the crowd of
about 12, including persons high
in politics:
"Well, this is not the first time
that a bunch of politicians ever
visited a canning factory."
And Mr. Coolidge chose to
laugh heartily-and did.
Noonday Luncheon Served
The luncheon given by Mr.
Howey in honor of Mr. Coolidge
was attended by: G. G. W:are,
Leesburg; George P. Wentworth,
Pensacola; J. Leonard Replogle
and John F. Harris, West Palm
Beach; Noah Bainum, Tampa; A.
E. Hurlburt, Mount Dora; Henry
Bishop, Eustis;i-Charies Edgerton;
F. W. Wentworth, Mount Dora;
Opie Read, Howey-in-the-Hills.
Mr. Coolidge was accompanied
from Mount Dora by Mr. Hurlburt,
who has Mr. and Mrs. Coolidge
as his guests at Lakeside hotel,
Mount Dora, for probably five or
six weeks.

THIS YEAR'S FLORIDA ELECTION
Florida will elect a secretary of
state, two justices of the supreme
court, two members of the state rail-
road commission, four representatives
in congress, half the state senate and
all the lower house members, to say


ida; Cuba is second, then England, nothing of numerous county officers,
Italy, Germany, Scotland. at the November election of this year.


165838


HIGHEST

POINT

IN

FLORIDA


CITRUS

IS FLORIDA'S

BASIC

INDUSTRYY


iI -


- ---~~- - ~Jc~e -


I


%.AA A *A a A% A o O %fAAA 6% .A w -% b1.04 L A -I.%F f %A t aI f


II PLEASURE OVER

VISIT IN HOWEY

Distinguished Caller Rides
Among Hills Covered with
Glistening Groves
ALVIN COOLIDGE, who suc-
ceeded Warren G. Harding
as president of the United
States, came to Howey-in-the-Hills
the other day.
Mr. Coolidge rode about the ex-
tensive Howey properties, saunt-
ered through the fruit packing
house, inspected the juice canning
plant, sucked an orange, posed for
some pictures, ate squab at a
Howey hom-e noondayt st.ac lunch,
eon aiid beamed his approval of it
all.
The former president was in a
mellow mood.
Suits Him "All Right"
Mr. Coolidge was emphatic in
his assertion that he was "enjoy-
ing Florida" and that "the weath-
er suits me all right."
During his trip over the grove-
Lcovered hills of Howey as a guest
of W. J. Howey, in whose car he
rode, with Mr. Howey apt 'the
i, F. Wentworth, Chas. Edgerton, A. wheel, Mr. Coolidge exhibited un-
eon guests were Judge Bainum, Henry
usual interest. At one point in
the trip Mr. Howey stopped the
WELSH FIRM BUYS JUICE car to explain that they were on
the ceilingsu ,f Florida, directly
Cardiff Check of 8Poupds, 8 Shil- ahead Sugar Loaf hill, 362 feet
lings--$42.98 U. S. doney above sea' level, highest point in
S -_ MFlorida; -far. away to the right,
Cardiff, Wales, likes Howey-in- Lake A'popkai, to the left Lake
the-Hills canned grapefruit juice. Harris, and all around glistening
Shipments have beer going to green grapefruit 'nd orange trees.
Welsh individuals andt business or- ,- ." *j-" ^-r
SZ1%W9t13V~.. ~" preswcenfl'S veirdct.
One of the recent remittances for Rol Palms Intrigue Him
a case of grapefruit juice came in On the wn at the Howey home,
the form of a certified check on
the National Provincial Bank,
Limited, Cardiff, drawn in favor two great royal palms at the en
of the W. J. Howey Company by "And you say they belong to
Frazer & Co., in payment for juice the maize family and come up like
of grapefruit grown here which
a spear of corn?" he inquired in
has been found to have potent a tone which indicated that he did
medicinal properties, especiallyato ch incetthei
successful in the treatment of dia- not to choose to accept the infor-
mation as positive.
betes. This fruit sells at $10 a
Mr. Coolidge readily posed, mak-
case. The Welsh check was for ing suggestions to the photograph-
eight pounds, eight shillings,
American er, whom he informed, "When you
equivalent to $42.98 in are ready to snap I'll take my hat
money, off."
"Mrs. Coolidre would have been











THE HOWEY TRIBUNE


THE HOWEY TRIBUNE






Published Monthly, at Howey-in-the-Hills, Florida
SUBSCRIPTION-$1.00 PER YEAR
FERMAN A. WILSON
Editor
SAMPLE COPIES MAILED -ON REQUEST
Reproduction by other publications permitted, but
courtesy credit is asked.

FUNNY WEATHER FORECASTS

W ILL the weather man tell why
he does it, the newspapers why
they print it and the loyal sun-
soaked citizens explain why they
permit it?
Here is an example:
Weather forecast for Florida:
colder tonight and Saturday.
At the moment this forecast is is-
sued and when the newspaper presses
grind it out, the temperature in Flor-
ida is 74 degrees above zero.
Now how in the name of Aunt Ma-
ria's prized but poisonous parrot can
it become "colder" when admittedly
it isn't cold? As compared with tem-
peratures of the north, Florida never
gets cold. Temperatures that bring
sleet and snow and ice are accepted
synonyms for cold weather and every-
one knows that in Florida there isn't
any such animal.
Florida, jealous of the fact that this
is the only state in the Union where
summer spends its winter, has a rip
snorting royal right to stop the flaunt-
ing to the world of this "colder to-
night" business, when the worst that
ever can be said is "cooler tonight."
So, having that right, let's get hot
under the collar about "colder" and
change it to "cooler."
Is there a second to the motion?

Orange marmalade valued at $300,000 is
annually manufactured in Florida-and that's


ORANGE BLOSSOMS

ITRUS has been growing in Flor-
ida for at least 200 years. Wil-
liam Bartram, in an account of
his travels here in 1773, mentions long
developed orange groves on the St.
Johns river from Jacksonville south as
far as DeLand.
It was 1870 before citrus growing
reached a commercial scale in Flor-
ida. In 1884 production had grown to
600,000 boxes a year. The estimated
production this year is 14,000,000
boxes.


In Lake county alone there are ap-
proximately 1,100,000 orange and
grapefruit trees, nearly half of this
total being on the Howey-in-the-Hills
development, where the planting con-
tinues at the rate of about 2,000 acres
yearly.
Citrus growing has become Flor-
ida's basic industry, producing an an-
nual gross return in excess of $50,-
000,000. The total citrus acreage is
approximately 300,000 acres and of
this more than 80,000 acres have been
planted to grapefruit.
With increased acreage has come
better quality fruit, exemplified in the
highest degree by the pedigreed,
highly cultivated trees at Howey-in-
the-Hills. Demand for citrus has
grown rapidly and enormous quanti-
ties of fruit is being canned, either as
juice or hearts of grapefruit.
Those who know, agree with Mr.
Mayo, that so far as citrus growing is
concerned the "outlook was never
better."

It remained for a Howey-in-the-Hills hotel
guest from St. Paul to order a breakfast of
"hog hips and cackleberries." He got his
ham and eggs.

OUTLOOK NEVER BETTER
By NATHAN MAYO, Commissioner of Agriculture
THE outlook for agriculture in
T Florida was never better. It is
much better than it was during
the so-called boom. Then all prosaic
occupations were overshadowed by
that of spectacular speculation. Since
all have slowed down to legitimate


earnings, productive enterprises have
a chance to lay the foundation for per-
manent progress.
There is now going on the greatest
increase in the activities of livestock,
dairying and poultry raising that has
marked the growth in agriculture for
years. Better facilities for handling
surpluses have been provided than
ever before.
The citrus fruit situation is better
than- it has been since the -fruit- fly
was first discovered. If no new out-
break of this pest develops the next
season will be one of the most profit-
able in the history of the state.
A new impetus has been given to
a number of highly specialized crops,
both sub-tropical and those adapted
to the northern part of the state.
Standardization of grades is going
far toward raising the value of high-
grade fruit shipped from the state.
Government inspection also gives
standing to shipments to northern
markets. A larger amount of home-
grown products will be consumed
within the state than usual, owing to
the hundreds of thousands of visitors
that are pouring into the state for a
stay through the winter months.
hundreds of letters come to nmy fftice
daily making inquiries about the state.
People are interested in Florida. Tons
of literature are going out to the other
states and to foreign countries.


New York to Florida 12-hour air service
serves "light lunches," but nothing "fancy"
to passengers. Howey orange juice is sug-
gested as good plane food.


CITRUS FRUIT BY-PRODUCTS
T IS interesting to note the valuable
by-products of citrus fruit, such
as:
Orange and grapefruit juice
canned.
Orange and grapefruit oil
cold pressed and distilled.
Residue from oranges .and
grapefruit as fertilizer or food
Sbfor live-stock.
Candied grapefruit a nd
orange.
Canned grapefruit and
orange marmalade.
Pectin, a product of the
waste of orange and grape-
fruit juice.
At Howey-in-the-Hills, by-product
possibilities are taken advantage of
and a modern juice factory is in oper-
ation, a perfected process bringing
forth a well-flavored and long keeping
product. Here, too, we have one -of
the few plants for the distillation of


oils from grapefruit and orange peels.
As a result Howey-in-the-Hills
fruit, excellent in quality, but offsize
or discolored, is made valuable to
growers whereas ordinarily such so-
called "culls" would be a dead loss.


Miami complains that some of her visitors
this winter are the hard shelled boys who
come down with a red shirt and $10 bill and'
don't change either.

CONFIDENCE

N P. BACH came to Howey-in-the-
Hills from Geneva, N. Y. Mr.
Bach did some investigating
and then bought a Howey grapefruit
and orange grove on the shores of In-
dian House lake. The next day hei
left for Copenhagen, Denmark, where
he will permanently reside. The trees
in Mr. Bach's grove are young; they
will require careful attention and
proper culture to bring them into full
bearing. Mr. Bach is a cautious, con-
servative investor, who looks before he
leaps. He has confidence in the
Howey development; confidence in
this location as an ideal spot for the
growing of citrus; confidence in the
care to be given his grove; confidence
in the commercial possibilities--a con-
fidence gained from demonstrated
facts and a confidence ready to en-
dure the test of time and ocean
depths.


Speaking of the juice plant, Bill, Graham
says: "One day when I told a visitor that
we had a juice plant here she inquired, 'How
do you generate your power?' "


II
By' ALLAN C. GOTTSCHALDT
President 'ottschaldt-Humphrey Advertising
agency, Atlanta, Georgia
6 WW LL, what do you think of Howey-
.W n-the-Hills?" asked the gentle-
nan who had shown me around.
His tone i dicated that my verdict was ar
foregone c 1|clusion.
~"Greatf Y a5t -as myfir ~j~-T r. 'There are
times when mere words seem to do an injus-
tice to wha one has witnessed.
Literary ien, artists, orators will tell you
that Howe,-in-the-Hills represents the fulfill-
ment of a glorious vision. An advertising
man-bein only a reporter, a reporter of the
truth--can merely add: "The man who cre-
ated this wonder-spot was possessed of real
he-man 'guts.' "
Forj it is easy to picture the many discour-
agenm nts that must have come to Mr. Howey,
as he planned and worked and builded. The
hurri ane, the collapse of the boom, the fruit
fly. purely a man of less sterner stuff would
have turned to other pursuits. But not Mr.
How y.
H re, evidently, is a man who believes in
Flor da, and especially in that section of the
stat( known as Howey-in-the-Hills. Is he
vision ary? Is he attempting the impossible?
Is h< pouring money into something that will
neve realize its full possibilities?
-'J 4A^ "-aJs soQ- On the contrary,_ I have
a wen-developed hunch that Howey-in-the-
Hills represents one of the most substantial
things in all Florida. Here, certainly, is a
place W ere folks have their feet squarely on
the gro nd.
And ,hat ground! Somehow it seems that
no soil s so admirably suited for the produc-
tion of citrus as this in Howey. Records in-
dicate Iiis fruit invariably brings a premium
in pride. Medical men attribute to Howey
grapef it and oranges 'exceptional health-
giving lues; as a layman, I can only say
they aru juicy, tasty---and make you want
more.
A big market also awaits the many by-
products of Howey-in-the-Hills. The pure
orange j ice and the grapefruit juice, espe-
cially. 'ere you have the pure juice from
sun-riper d fruit--not just a substitute for
fresh fr t. In the past fifteen years the per
capital nsumption of oranges has increased
from s thing like 32 to 70 oranges a year!
And yoi all know of the vogue grapefruit has
been ej' i g. One could hardly ask a more
r.etl ti 'rk-.t ..thajn that which awaits
Howey juice packed in convenient contain-
ers, ready, for the housewife to serve at any
time, ?n a minute's notice.
But enough of things material. Let us de-
vote at least a paragraph to the Howey golf
course. Play the other courses in Florida
(ana there are countless good ones) then try
out!the Howey course. You have an agree-
able surprise in store. Almost without ex-
ception Florida courses are flat. Howey is the
exception. A beautiful setting, wonderfully
kept-up fairways and greens, and just as
sporty a course as you could ask for.
Howey-in-the-Hills is not on the beaten
track. If you see Florida as so many visitors
do-you'vie probably missed this citrus em-
pire. Anid if that's the case, you haven't seen
all that Florida has to offer.




SConfidential


You m
trees, bu
Will Ann
to the co
case of
Canada.
Al
trary
it, n

Permit
uary issu
tractive
Akron, 0


y, and I think you do, know orange
Your Howey Tribune story, "U. S.
ix Canada," is all wrong, Opie Read
jtrary notwithstanding. Send me a
apefruit juice.-B. B. D., Toronto,

tight. Buddy B.-but don't be con-
with Ople; anyhow he didn't say
r did The Tribune; read it again.

me to compliment you on the Jan-
of The Howey Tribune: it was at-
d full of meat.-Mrs. W. C. R.,


Tli permit has been issued and can
be ti>ed at any time.

Please nter my subscription for ten years
to your publication, The Howey Tribune. I
want 15 lore copies of the January issue.
By the v y, how should I refer to it, as a
publicati periodical or magazine?-C. B.
S., Miami la.
Ohil, Just call it the world's greatest-
four- ge newspaper and let it go at


You print a group picture of your execu-
tives a, give the title of everyone except
W. J. Hbwey. What is his title? Is he active?
-ADM RER, Orlando, Fla.
e is president of the W. J. Howey
Co pany. If you don't think he's ac-
tive drop in some day when something
go wrong in one of the departments.

HOWEY YELL GOES ON THE AIR
Here is the Howey-in-the-Hills good fruit yell,
first printed in the January Howey Tribune, copied
in Clearing House News and broadcast as State
Scrapbook feature by -Russell Kay, WFLA, Clear-
water:
Grapefruit, grapefruit, wow, zow, boom.
Orange, oranges, that last until June.
Pick 'ei, pull 'em, squeeze 'em all dry,
SBest- health Insurance you ever could buy.


New Label for Howey Juice Cans


The above label, lithographed in four colors and gold, is used on Ilowey
canned grapefruit and orange juice.


Golden Apples" Found Source of Health

[EDITOR'S NOTE. Mr. Street ing food were discovered by Nicholas
is merchandising manager in Appert, the great French genius, our
charge of fresh fruit and canned modern methods of food conservation
juice sales of the W. J. Howey have followed rapidly and have been
Company. Mr. Street has been perfected as the demand required.

a resident of Florida for 16 ange juic
years and is a graduate of Uni- conserved at Howey-in-the-fruills, rep-
versity of Florida He has de- resents the culmination of efforts of
voted his energies to the fruit trained food scientists and expert me-
b s se in s trained food sclentists and expert.mee-
business, specializing in sales- chanic geniuses who have found their
manship and citrus fruit by- ,ewa,.rd ilsuccs. The jlithe is merely
products.] transferred from the shell of the tree-
ripened fruit by means of a special
By C. C. STREET continuous process, into sterilized
ARLY Greek philosophers re- containers and sealed with especially
ferred to certain "golden ap- adapted machinery. These containers
So tn of packed juice, in various sizes, then
___ ples" as the "Fruit of the receive their :beautiful label and are
Gods." History tells us that this placed in strong shipping cases ready
wonderful health-giving fruit was for distribution- throughout all parts
none other than our modern of the world.
Delicious, healthful food articles-
orange. The mysterious elements pure orange and grapefruit juice-en-
contained in this fruit were never tirely free of preservatives, hermetic-
defined by those learned scholars. ally sealed so that all the vitamins,
They knew only by instinct that natural to the tree-ripened fruit, are
retained is the product now offered
the "golden apples" would keep to the public by Howey-in-the-Hills
their physical system, in good Juice company.
trim.


During the reign of good Queen
Bess the British maritime fleets
were gradually -supplied with
oranges as a special food for the
sailors because it was discovered
that the use of orange juice was a
protection against the deadly scurvy.
It was the work of medical science
to determine why the ancient Greeks
thrived so well on the "golden apple"
and why orange juice would prevent
scurvy afla Pickets as`Wei-l a-s ither-
well-known diseases which result from
some form of acidosis. In performing
experiments to determine the cause for
such wonders performed by the use
of orange juice, our modern medical
science discovered vitamins. .
Orange Juice Bone ,Builder
In segregating and classifying these
vitamins, which science is still con-
tent to call "mysterious elements," it
was found that vitamin '"C" predom-
inates in orange juice. Vitamin "C" is
the great bone builder and tends to
promote sound white teeth. Also, as a
means of preventing the various forms
of acidosis which are caused from
mal-nutrition and improper assimila-
tion-resulting directly from the lack
of vitamin "C"-nature has provided
the orange and has filled it with that
luscious juice which is enlivened with
vitamin "C" as the fruit is reaching
maturity in Florida's bright sunshine.
Since the proper selection and uni-
form scientific care of our fruit bear-
ing trees is the paramount considera-
tion at Howey-in-the-Hills, and since
this is the first step required in the
production of full food and medicinal
qualities in the juice, it is quite nat-
ural that the vitamin content of our
orange and grapefruit juice should
come into full prominence.
Healthy trees make healthy fruit
and healthy fruit makes more highly
vitamized juice.
How Quality Juice Is Made
To have healthy trees we must take
great care in selecting our nursery
stock and know that the strain is':of
direct origin. Only pedigreed trees
are used in our plantings. It is easier
to keep a healthy child in good'robust
condition than it is to make a sick
child well; this is also true of citrus
trees. Having learned that the prop-
er breeding of trees is not a thing' to
be gambled with, we econsider our
seed beds, where thousands of baby
trees first see light of day, to be the
real heart of our vast citrus develop-
ment.
The deft fingers of our experienced
tree-surgeons, working with untiring
patience, soon have the baby tree
firmly attached to the proper selected
wood stock and the little tree begins
life anew much in the same manner
as little orphans begin a new life in.
the home of their new kind heaite'd
parents. +-:-
Each tree, -which takes its place: In
the endless rows of planting on, the
rolling hills which surround us, is
budded to native rough lemon 'stbck.
Scientific research has taught us that,
this stock thrives most heartily in the
soil and sub-soil which mother nature
used in moulding this hill and lake
region. ...
Juice Placed. in :Sealed Cans
Nature has left certain and definite
tasks for man to perform. Therefore,
at Howey-in-the-Hills you will find a
completed system of organized effort,
working along definite and systematic
lines in conjunction with mother na-i
ture, where the application- of scien-
tific principles produce healthy fruit
trees, delicionusgolden fruit and more
highly vitamized juice.
After the first metholws g- przterV-


OFFICE EFFICIENCY CITED

Staff of 15 Persons Supplied with
Modern Equipment

SBy W. S. MARE
Chief Accountant and Office Manager
W. J. Howey Company
Facts and figures are cold and
abstract at best, but how strangely
intinviate-4+ey---na y--b&eeae- when
the human equation is once estab-
lished,
In the Howey company offices
there are, 15 or more persons who
day in and, day out throughout the
year deal with the accumulation,
tabulation and recording of facts
and figures. But unless each in-
dividual'doing his specific piece of
work firmly and definitely establishes
his operations on a human interest
basis the results of his work will be
as abstract .as the facts and figures.
We, in the accounting department
of this great business, must, and do at
all times, adhere strictly to the funda-
mental .principle that it is our duty to
reflect facts, but in close harmony
with this principle we must also take
a vital interest in the process of ac-
:cumulating the figures so that state-
ments made up to convey the Informa-
tion will be intelligible to the reader.
Briefly, the office personnel must get
:the other fellow's angle and endeavor
to interpret it.
Modern business methods and me-
chanical equipment have aided greatly
:in bringing -about a realization of
properr functioning of the office force
,along the' above lines. The Howey
Company always has been on the alert
to install time-saving equipment.
Comptometers, adding machines, ad-
dressographs, mimeograph, fraud-
proof check protectors, and other effi-
cient office devices are found in the
Howey administrative offices.
During the last year an intricate
machine has been installed (descrip-
tion of which will be found in another
column) whereby Western Union tele-
grams and cablegrams are promptly
dispatched.
Howey administrative offices are
laid put to provide ideal working con-
ditions. In short we have combined
all the, essentials needed to make up
an efficient office force, every execu-
tive and every employee harmonizing
with the general scheme of efficiency.

HOWEY BUSES BUSY

Trips Made from Various Towns
Throughout State
'-Regular bus trips are made sev-
eral times a'week from the various
Howey offices in the state. These
trips all include stops at points of
iTnterest en route.
!, O1ffices are located at Miami, H.
Clinton Hill; Bradenton, 'N. N.
f-Hoover; Orlando, F. E. Workman;
St. Petersburg, W. A. Kenmuir;
iaytona Beach and New Smyrna,
Leroy: Hennessy.
:The home office sales staff con-
sists of C. D. Kidder, captain; L.
V: Morell, W. D. Graham, G. W.
Carpenter, R. B. Gibson, Frank
Adams, M. D. Reybold, H. L. Gil-
ham, most of whom have been res-
idents and property owners in
Howey for; five or, six years.


e Folks Have Their Feet
hrelu on the Ground"


Chat wih Good People Who Write Ye Editor
IL -=LI


__
_ __ _~II_


_ :I_ ~ ~
I I -- -


Two


I


FEBRUARY, 1930













FEBRUARY,~__ 193 TH O RBN he


D EAR MARIANNE: Hey!
You don't know what living
is until you have been to
Florida in the so-called "winter
season." The minute the old year
-slips out, the celebration starts,
and from that time until April the
state becomes a giant Ferris wheel
of amuse-
ments, whirl-
ing its carni-
val spirit in all
directions. To
enjoy the big
show you must
start at the
main tent, and
Howey -in-the-
e .e and Hills is that
point of van-
tage. Located
f s c pinthe of hat
Betty B. Carpenter in the heart
of the arena,
we can in a few hours' time reach
any town in the state to take in
the sideshows.
It is the main tent that pays the
expenses and chalks up the divi-
dends. Orange groves, 'truck
farms, chicken ranches, and what
have you, create the wherewithal
here to pay the piper, to say noth-
ing of the income tax collector.
We can play hard and not worry
about the rainy days coming for
the grove will lay us another gold-
en egg next year.
The Howeys Have aParty
It would be impossible to tell
you about all of our activity here,
but whatever your choice of diver-
sity, we have it.
An evening of :dancing and
cards given recently by. Mr. and
Mrs. W. J. Howey was a happy
affair. The Howey home is one
of the most beautiful in the state,
but when you enter its portals on
a festive occasion you are cap-
tured not only with beauty but in
the folds of genuine hospitality.
S On this occasion the women
were more beautiful than ever, the
men more gallant, the music 'good,
the refreshments incomparable;

Guests of the evening included:
Mrs. M. Thiele, of Chicago, who
is a guest in the Howey home; Mr.
and Mrs. Wm. Quayle, Dr. and
Mrs. M. M. Hannum, of Eustis;
Mr. and Mrs. Leonard Barker, of
Tavares; Mr. and Mrs. F. C.
Workman, Orlando; Opie Read,
Mr. and Mrs. C. M. Pinkerton,
Mrs. J. L. Aylsworth, Dr. and Mrs.
E. C. Taylor, Dodge Taylor, Mr.
and Mrs. James Brite, Mr. and
Mrs. F. W. Douglas, Mr. and Mrs.
C. H. Emery, Miss Gene Emery,
Mrs. Ann K. Mare, Mr. and Mrs.
W. S. Mare, Mr. and Mrs. W. E.
Boyce, Mr. and Mrs. L. V. Morell,
Mr. and Mrs. H. G. Mi~ler, Mr. and
Mrs. R. B. Gibson, Emerson Wood,
Mr. and Mrs. C. D. Kidder, Mr.
and Mrs. W. D. Graham, Ferman
Wilson, Mr. and Mrs. W. J. Hew-
itt, Mr. and Mrs. G. W. Carpenter,
all of Howey-in-the-Hills.
The Men's Club Smoker


Then there was the smoker
given by the Men's Club. Seven-
ty-one men attended and were
unanimous in their .enthusiasm
over its success. A' program of
music, talks, and prizes for hold-
ers of lucky numbers was followed
by refreshments of sandwiches and
coffee.
Don't you think it would be a
novel feature for the Woman's
club to give a smoker?
Mrs. Pinkerton Entertains
A delightful afternoon affair in
the form of a bridge-luncheon was
given a short time ago by Mrs. C.
M. Pinkerton, in honor of her
guest, Mrs. J. L. Aylesworth, who
is visiting here from Philadelphia,
and of Mrs. Howey's guest, Mrs.
M. Thiele, of Chicago. : Three ta-
bles of bridge were arranged with
attractive score cards and tallys.
Prizes for high scores were
awarded to Mrs. Douglas, Mrs.
Taylor, and Mrs. Brite, and spe-
cial prizes' were presented to the
honored guests. Mrs. Pinkerton's,
guests were, Mrs. M. Thiele, Mrs.
J. L. Aylsworth, Mrs. W. J. How-
ey, Mrs. C. H. Emery, Miss Gene
Emery; Mrs. james Brite, Mrs. E.
C. Taylor, Mrs. W." S. Mare, Mrs.
C. D. Kidder, Mrs. L. V. Morell,
Mrs. F. W. Douglas.
Yes, We Go to Church
Our community church, services
of which in the 'schoolhouse audi-'
torium, is progressing in stride
with the town, proving that we try
to be good as 'well as gay. Rev.


and low scores and refreshments
were served. The money raised
is to replace in the club treasury
the amount spent at Christmas for
gifts.
New Home Going Up
New houses are being added to
the town continually. The Foster
house on Laurel avenue is nearing
completion, and on the next street,
Magnolia, Mr. and Mrs. Henry W.
Porter, of Lake Forest, Ill., are
building a Spanish type house.
Mr. and Mrs. Porter have taken an
apartment in the Corey Building
until their home is completed, and
are enjoying the season by fishing
and golfing.
Speaking of golf, if you would
add a few new words to your vo-
cabulary, try a game of golf on:
our rolling golf course where old,
dame nature has erected the haz-
ards. Nevertheless it is becoming
one of the most popular play-
grounds in the state and title hold-
ers come here to try out their
stuff.
The flame vine is flaming, the
fish are biting, the bob-whites are
quailing before the hunters, ::the
salesmen are selling, roses are
blooming, the sun is still shining
and "all's right with the world."
!.Come down some time.
BETTY.4


200-Room CluI


For Florida's I


house Planned


portiest Course


R. L. -Brown conducts the services.
The women of the church have
recently organized "The Ladies'
Society," meeting the t hir d
Wednesday of each month. Offi-
cers elected were: Mrs. Howell,
president; Mrs. Buck, secretary;
Mrs. Bryson, treasurer. A bakery
sale was held by the society a
short time ago for charitable pur-
poses and the results were most
satisfactory, both to the organi-
zation and the customers.
Old Friends Return
Every season we look forward'
to seeing all of our friends and
acquaintances come back again,
but there are always a few whom
we are especially pleased to see
often. On this list is Mrs. W.
Harry Mare, of St. Louis, and her
sister, Mrs. D. A. Marks, of Hins-
dale, Ill., who arrived a short time
ago. Mrs. Mare is the mother
of William S. Mare, office man-
ager of the Howey Company. Mrs.
Marks and Mrs. Mare are staying
at the Fountain Inn at Eustis, but
spend much of their time visiting
in Howey.
Healthiest Girl to Have Caller
Sh-h! A deep secret. The Lake
county reserves have been called
out to guard our little health
champion, Florence S m o c k,
against heart trouble. Howard
Deatline, of Morgan county, In-
diana, winner of the title of
healthiest boy in the country is
on his way to Florida to renew his
friendship with Miss Smock.
She Wants Grove as Wedding Gift
We have had visitors here from
every state in the Union and
tourists who have circled the globe,
but we felt honored in a visit
from Miss Johanna Hager, of Ba-
varia, who was here a short time
ago. Miss Hager has travelled ex-
tensively in Africa, Europe, and:
the United States, but was en-
raptured by the beauty of our
landscape of hillside groves and
turquoise lakes. Miss Hager con-
fided to us that her marriage is to
take place this spring and as a
wedding present she would like
to have an orange grove at Howey-
in-the-Hills.
School Gets Play Equipment
But getting back to Howey do-
ings, the various clubs are all busy
forging _ahead and doing _good
work. At the last meeting of the
Howey Parent-Teachers Associa-
tion, the Men's Club gave a fine
program, which included several
solo numbers, as well as songs by
their quartet. At this meeting
funds from the Hoover-Howey club
were presented to the P.-T. A. to
purchase added playground equip-
ment for the school. The next
drive should be for a new piano to
aid our musical talent.
The Woman's club held a suc-
cessful benefit bridge party at the
Same Ole Tea Room a few nights
ago. Mrs. Ann K. Mare, and Mrs.
W. S. Mare were hostesses. Prizes
were awarded the holders of high


Eve rybo dyp y prefers golf'
when they play on the
Howey-in-the-Hills course, in
its setting of sub-tropical splen-
dor, regarded by experts who have
been about the state as the sport-
iest and most, alluring course in
Florida. -",
Over Hills and Dales
The course is nine holes ovet
hills and dales and is fringed with
moss-festooned liveoak trees and
palms, while here and there glass-
like small lakes, add charm to the
surroundings.
"Plans are under way to extend
the course to 18 holes, the addi-
tional nine holes have been laid
out and clearings for fairways
made. h With the completion bf
the 18 hole course tournaments bf
national and international impoo-
tance wiill be arranged. A mode"
clubhouse of 200 rooms is planned.
The Howey-in-the-Hills course!
in .best ofcondition; the fairwa*l
are smooth and green and a carpk
of close cropped grass.
.,.Paris 36 and only once has
player made it in less and thjt
:was by' Capt. Clark, of Daytol
Beach, landscape architect, w i
laid out tha-oHowey course.
Course: Is 36,120 Yards
:I. V. Rutter is green keeper an
C. H. Willard, pro. -
The course 'is 3,120 yards; par
for the first hole is four, 325 yards
second, four, 280 yards; third,
I


Se en Years Bring

Howey-in-the Hills

Marked Changes
--4-
By DODGE TAYLOR
in Charge of Legal and Corporate
Organization W. J. Howey
Companies
TrO ATTEMPT to tell of the
changes which I have seen
take place at Howey-in-the-
Hills in a space of nearly seven
years is no small task. The best
that can be hoped for is to indi-
"eate them briefly.
Back in 1923 the Howey offices
were lodged in that space on Cen-
tral avenue where Coates grocery
store is now located. An organi-
zation consisting of one man in
charge of the office and one man
in charge of grove development was
'adequate for the amount of business
.transacted. -There were no sales rep-
resentatives in Florida and northern
representation only in the states of
Illinois, Michigan and Indiana.
Ten Executive Departments
Early in 1924 the company offices
were moved to the Hotel Floridan,
,which had just then been completed,
aiffm since that time the offie- space-
has been enlarged twice. The organ-
ization now consists of ten separate
and distinct departments, each operat-
ing under a responsible head. A resi-
dent sales organization, varying in
number from five to fifteen members
according to the season of the year, is
in full operation. Sales representa-


four, 330; fourth, four, 355; fifth, tives operate in the principal cities of
four, 350; sixth, three, 175; sev- lorida and in many of the larger
enth, five, 565; eighth, four, 355ities of the northeast and middle
west.
and ninth, four, 400 yards. Inter- These changes in the organization
est in the ninth hole is heightened and the size of space occupied were
by a dangerous natural water haz- necessarily predicated upon a vastly
ard increased business and upon much
ard. wider operations. It is obvious that
Opie Read, the author, who the great increase in the number of
plays here daily, went the round acres planted to grove, and the corre-
with W. J. Hewitt, manager of th spending increase the number of
Floridan hotel, recently, acres under the care of the Howey
Floridan hotel, recently, it being organization, would necessitate a far
Mr. Hewitt's 'first attempt at golf greater number of employes in the
"How did Mr. Hewitt ge' production department, and that the
along?" someone asked Mr. Read size and importance of all departments
would increase as the ownership of
!who replied: 'Hlowey-in-the-Hills property became
"Fine, he made it in one thirty more widely distributed and the de-
six." velopment of it more extensive.
But no one has been able to find Far Flung Commercial Enterprise
out whether by clock or clutbf-- y-i.st significant, however, and most
far-repching in its results, has been
3he gradual transition of Howey-in-
WIRE DEVICE INSTALLED he-Hiils from purely an agricultural
-evelopment to a far-flung commercial
AutomaticPrinter Gives Howey- enterprise With the growth of, the
in-the-Hills Telegraph Service agricultural development many prob-
ems of distribution and of utilization
f by-products have presented them-
Western Union Telegraph Company elves. These problems seem to be
has officially established simplex oper- best met through the development of
ation of telegraphy between Tavares )ur own organization rather than in
and Howey-in-the-Hills, thus making dependence on other groups not pri-
Howey-in-the-Hills a direct Western narily interested in the success of the
Union point for transmitting and re- owey development. The visitor here
ceiving telegraphic service, now can see a packing plant and a
i The simplex printer is an intercom- juice plant in full operation. The
munication machine for interchanging [products of these plants are being dis-
messages between two or more points. tribute by our own organization in
The machine is a trifle larger than an markets which we have developed.
ordinary typewriter and weighs less Experimental work looking to the fur-
than 70 pounds. It consists of a key- their utilization of by-products indi-
board transmitter and a printing unit cates that many new and interesting
driven by a small motor. developments are not far in the fu-
By depressing the lettered keys vari-' ture.
ous electrical signals are sent over the' Dreams That Came True
wire which causes characters corre-, While distribution and utilization of
spending to the keys to be printed onV by-products were problems arising di-
tape at both the home and the distant rectly from the citrus development,
station. The tape printed at the hom; many interesting side-lines, containing
station serves as a record of what wa great potentialities,, have- also arisen.
transmitted; that printed at the d Hotel, sanitarium and golf course are
'tant station is gummed to a messa 11a existing facts at Howey-in-the-
blank for delivery to -the publiH. Lills today, whereas only a few years
Printing is effected by means of typ a ago they were dreams.
bars which move forward and down- All of this has meant the building
ward. Ink is supplied to the papezi of a community. A hamlet, consisting
tape by means of an ordinary type. of a few houses scattered here and
writer. ribbon. j there In the woods in 1923, has
The message is written out on thq changed to an incorporated town with
keyboard of a mechanical perforatoi a water system and fire protection
which punches groups of small holes adequate to give it a second class in-
in a tape in accordance with a definite. surance rating. The inaccessible set-
code. This tape is fed at maximum; tlement of 1923 now has paved road
speed into an automatic transmitter, connection with the world in practical-
The electrical impulses set up by the ly every direction and is served by
transmitter in turn actuate automatic one of the major railroads of the
typewriters at the distant end. south. The transformation of the oak-
covered hills to orange and grapefruit
"I saw you kiss my/,daughter. I groves has been the basis of it all.
can't stand that sort of thing."
"But you: 'just try. You have no Oranges possess a large vitamin
ideaR hw nica it-i"'1 ontontm


f7~~~~~~


Oh my, isn't this 'exhilerating'
not to say even embarrassing '

Special to The Christian Science
Monitor
Berkeley, Calif.
W HAT words are most com-
monly misspelled in the
English language? A sur-
vey of the orthography of stu-
dents at the University of Cali-
fornia reveals the 10 words most
frequently misspelled by college
students. Members of the fac-
ulty declare that the words most
often found misspelled by writers
of all ages and classes are: sep-
arate, lose, ninety, privilege,
villain, Chautauqua, accommo-
date, all right, repetition and
ecstasy. Ten other words com-
monly misspelled by college stu-
dents as well as many univer-
sity graduates are: exhilarate,
hypocrisy, indispensable, irrele-
vant, oneself, sacrilege, super-
sede, councilor, embarrass and
harrass.
^ ^.a . -^ ^


Glimpse of Howey-in-the-Hills golf nurse water hazard at ninth hole. Opie
Read, the author, is sie rn about to make drive.

OUT at the golf course tie other day, a man who had
just gone around in 112 inquired of his caddie:
"Well, how do you like my game?"
And the caddie rep ied:
"I suppose, sir, it is all right, but I still prefer golf."


between a kumquat orange and
the lime.

SOURCE OF SUPPLY
Opie Read tells this one:
A Kentucky negro woman called on
the judge, addressing him thus:
"Jedge, theys locked up my husband
in de pen'tentshary; locked da worth-
less, no count. nigger up fer just steal-
ing a ham. Ah wants you to git him
out, jedge."
"But," said the judge, "if he Is
worthless and no account, you don't
want him, do you?"
"Nosar, jedge, ah don't wants him,
but ah does wants another ham."

OR MAYBE A LITTLE LIMESTONE
A spinster school teacher from Bos-
ton, in Florida for the first time, was
being shown about Howey-in-the-
Hills. The guide pointed out a lime
tree, about the only one here, and
called the school teacher's attention
to it.
"Oh, a lime tree!" she gushed.
"Isn't that cute-and will we have
fresh lima beans for dinner?"


HOWEY FRUIT

'MIGHTY FINE'

BUYER SAYS


Recent Shipments Include
Grapefruit and Oranges
for London

P REMIUM prices are be-
ing paid for the present
crop of Howey-in-the-
Hills quality fruit.
At this moment two car-
lots of grapefruit gathered from
Howey groves are on the way to
London, there to be distributed by
one of the British chain store or-
ganizations.
Buyers at Buffalo, Washington,
New York City, Boston, Pittsburgh
and Philadelphia are clamoring
for Howey grown grapefruit and
Howey grown oranges.
Howey Pack Praised
"Our dock-man," writes Victor
L. Zorn Co., Inc., New York, "in-
sists that of all the brands from
Florida and elsewhere coming in-
to this market there is no brand
which shows more uniform sizing,
or any higher pack. This Howey-
in-the-Hills fruit is so good that
we are getting repeat orders and
after all it is the repeat orders
which is responsible for the suc-
cess of any business. We wish to
compliment you on the mighty fine
pack you continue to turn out."
Fred Brennisen, president of
Fred Brennisen & Son, Buffalo,
commission merchants, writes:
"We had a man in our
store today who when he saw
your fruit told us that he had
visited your groves and that
it was really worth' $100 just
for the privilege of going
through your groves and see-
ing your wonderful plantation
and the writer hopes to have
the pleasure of seeing your
place."
"Processing" Discontinued
Mr. Brennisen urges regular
shipments to his company of
Howey grapefruit, and Howey _
oranges, the first grade going to
the trade under the "Howey",
while the second grade, regarded
by buyers as superior to many so-
called first grade fruit, is known
as the "Alps" brand.
Recent shipments of Pineapple
oranges grown at Howey-in-the-
Hills have brought especially at-
tractive prices.
C. C. Street, in charge of W. J.
Howey Company fruit sales, ex-
plains:
"This company has definitely
decided to discontinue all further
processing of our grapefruit and
oranges. Contrary to advices
which were in circulation during


JUICE REMARK

OF CALIFORNIAN

IS CHALLENGED

Howey Secret Process Suc-
cessfully Preserves
Fruit Products

[ |E JUST doesn't know
H -what he's talking
about," is the chal-
lenge thrown to Dr. E. M.
Chace, senior chemist U. S.
Department of Agriculture, Los
Angeles, California, by E. M. Con-
rad, superintendent of the Howey
juice plant.
Mr. Conrad, after years of ex-
perimentation, has evolved a pro-
cess hermetically sealing in cans
pure grapefruit juice and orange
juice.
Dr. Chace's Assertion Attacked
Dr. Chace, in an article in the
January issue of the "Florida
Grower," under the heading,
"Florida's Citrus By-Product Sit-
uation," asserts:
"The hope of all manufacturers
of orange by-products is to pre-
pare juice which can be kept over
a period of- nine months or morte
and still retain the essential char-
acteristics of freshly. prepared
juice. As yet no one has fully
demonstrated that this can be
done."
Modern Juice Plant in Operation
Mr. Conrad resents this conclu-
sion on the part of the California
professor and points to the fact
that the W. J. Howey modernly
equipped fruit juice plant with its
capacity of 4,000 to 5,000 gallons
of pure fruit juices every 24 hours
as proof of the inaccuracy of Dr.
Chace's assumption.
Mr. Conrad has perfected a pro-
cess whereby the pure fruit juices
are extracted and placed in vacu-
um sealed cans, neither sugar or
any other ingredient being added
to the juice, which retains its
flavor and health-giving vitamins
over long periods of time.
Blindfold Test Proposed
"If Dr. Chac-e thinks we have
not put real juice with a real fla-
vor in cans, I would like to blind-
fold him, give him a glass of our
canned orange or grapefruit juice
and another glass of the fresh
fruit juice and challenge him to
tell the difference. We repeated-
ly have successfully carried on this
experiment."

NEW FRUIT DEVELOPED
A new citrus fruit, the limequat,
has been developed at Eustis,
Lake county, near Howey-in-the-
Hills. Walter T. Swingle, plant
expert of the United States de-
partment of agriculture, has de-
veloped this fruit which is a cross


Yum, Yum, Juicy Fruit!


"Oranges held by a peach" would be a
good caption. The luscious Pine-
apple oranges shown on the above
stem are typical of Howey grown
quality fruit. Miss Helen Buck, who
holds the cluster, is in charge of the
information desk at the Howey ex-
ecutive offices.


I - -


the early part of the shipping sea-
son, we have experienced consid-
erable misfortune in regard to
shipments of processed fruit."
All Pineapple and Parson Brown
oranges from Howey groves have
been shipped to the market. Grape-
fifi-ff--6rfWs being- fmoved- antris ---
will be followed by Valencia
oranges.

Lake county, home of Howey-in-the-
Hills, has in ten years' time, become
a foremost citrus center, being ex-
ceeded in the number of grapefruit
and orange trees by two counties only,
Polk and Orange.


i _A f _AW 44 X A r


I

TRIBUNEE


THE 'H OW:


FEBRUARY, -1930


Three











THE HOWEY TRIBUNE


Grower Sees $30,000 Yearly Profit $89,881,410 PAID

On His $50,000 Citrus Investment FOR 3,400 MILES


Sometimes he tells his story to _.__
guests gathered in the lobby of
Hotel Floridan: Charles H. Emery.
"Are You Crazy, Charles?"
"For 38 years I have been going IFish-Laden Lakes
to California," Mr. Emery ex-' fl. J ,.$,,# L"-to


plains. "It was 20 years ago that'
I bought my first orange land at
Anaheim, California,-20 acres of!
raw land. This purchase I made
without the knowledge of Mrs.
Emery and when I told her what
I had done she exclaimed, 'Charles,
are you crazy? What are you going
to do with 20 acres of raw land 4,000
miles from where we are living?' Our
residence was Portland, Maine.
"It took Mrs. Emery and myself eight
years to pay for this land, but we did
and finally planted Valencia oranges.
When it came into bearing it had cost
us $20,000, or $1,000 an acre. Ten acres
now are 13 years old and 10 acres 14
years old. On the first of January,
1929, that grove had returned to me
$46,000 or $26,000 more than I had paid
for it. I had paid $250 an acre for the
raw land 20 years ago and that kind
of land today cannot be bought for
less than $2,000 an acre.
Bigger Returns at Howey
"But that is in California and I ex-
pect comparatively bigger things of
my 181/4 acres of grapefruit and
oranges here at Howey-in-the-Hills,
my permanent home. My Howey trees
this year just began to come into com-
mercial bearing and they gave me a
fine crop of finest quality grapefruit
which has been sold at fancy prices
and Valencia oranges yet to be sold.
"It was about six years ago that I
met Mr. Howey in Chicago and was so
impressed with what he told me that
I came here and after extensive In-
vestigation I purchased a one-year old
grove.
California Costs Are Higher
"It costs $1 a box more to raise
oranges in California than here be-
cause out there we have to pay for
irrigation, also fumigation, which is
not required here, and there we use
twice as much fertilizer and labor is
twice as high, while taxes are four
and five times as high as at Howey-in-
the-Hills.
"On our 44th wedding anniversary,
I made this statement to Mrs. Emery:
'If the Lord prolongs our lives so that
we can celebrate our golden wedding
ti-tnTverrsar-y, I ITKM-A t-tis p-realtIUblU
that our 20 acre grove in California
which cost us $20,000 and our 181-
acre grove at Howey-in-the-Hills
which will probably cost us $30,000,
making a total investment of $50,000,
will return to us net an income of not
less than $30,000 per year. I would
have to leave you and the children
$600,000 worth of good 5 per cent bonds
to match this investment of $50,000 in
orange groves.' "

21 NEW PATIENTS ARRIVE

Sanitarium, Visitors Include 15
Practicing Physicians

During the first two weeks of
'January, 15 doctors from various
states, visited the Howey sanita-
rium, in charge of Dr. E. C. Tay-
lor. Medical men are interested
in medicinal properties of Howey
grown grapefruit, which is being
used with success to correct vari-
ous ailments, especially diabetes
and high blood pressure. The vis-
iting doctors included: three from
Pennsylvania; two from New
York; and one each from Clifton
Springs, N. Y.; Indianapolis; Ham-
mond, Ind.; Buchanan, Mich.;
Cleveland; Jersey City; Detroit
and St. Petersburg, Florida. Dur-
ing the same space of time 21 new
patients from eight different
states were registered in, and this


list is rapidly growing. Larger
quarters is an urgent need of the
sanitarium.

Florida furnishes free school books
for public school pupils up to and in-
cluding the sixth grade.


I 1i UI taCt izL iLLLa

Balk Jack Frost

N AN official publication issued
by the Florida department of
agriculture, bureau of immi-
gration, following reference to
Lake county, where is located the
Howey-in-the-Hills citrus empire,
is made:
"Located in almost the exact
geographical center of Florida,
Lake county is found midway be-
tween Jacksonville and Tampa,
while it is only a few hours motor
ride from either Miami and Palm
Beach on the East coast or any of
the famous West coast resorts
along the Gulf of Mexico.
On State's Highest Hills
"Lake county is on top of the
HIGHEST hills to be found in cen-
tral Florida in what is sometimes
called the lake region or the 'Alps
of Florida,' and in the very center
of what is termed, 'the solid cen-
tral section.' From a high eleva-
tion of approximately 360 feet
above sea level, the eye covers a
tremendous expanse of country
and with beautiful, blue, sparkling
lakes dotting the landscape at.
every turn, it is easily seen where
the county gets its name.
"Five large lakes in the heart of
Lake county cover an area of over
200 square miles and they are all
connected with each other by a
fascinating system of canals and
streams, and in turn empty through]
the Ocklawaha river into the St. John:s


OF GOOD ROADS


Florida Highways Built,
Maintained at Yearly
Cost of $12,000,000

Written for The Howey Tribune
By ROBERT W. BENTLEY
Chairman Florida State Road
Department
T HE state road system of
Florida, embracing some
3,400 miles of surfaced
roads, principally arterial
highways, allows easy com-
munication from any city or sec-
tion of the state to any other city
or section, over hard-surfaced
roads. Thus one can cross over
the Perdido river from Alabama
and go eastward over Highway No.
1 to Jacksonville, 402 miles, then
turn South on Highway No. 4
along the East Coast to Miami and
on over Highway 4-A South to Key
West, a distance of 549 miles, or
a total of 951 miles from theiAla-
bama line, and never leave the
hard-surfaced roadway.
Counties Build 8,500 Mil4s
Or the traveler may start from
the Georgia line and travel F-cx
No. 2 to Port Myers, 382 miles, all
hard-surfaced. Or leave No. 2 at
High Springs and travel the Tami-
ami Trail through West Central
and Southwest Florida and the
Everglades on to Miami, 433
miles, all hard-surfaced. Or


Across the Lake Harris Bridge at
Howey-in-the-HUls.

choose any of a number of other
routes bisecting the state in any
direction.
The counties have built anirbiit
maintain independent of the State
system something like 8,500 miles
of roads, a considerable part being
up to the state's standard. Thus
these secondary roads furnish a
wonderful system of highways
which link up with the state's arte-
rial system and penetrate in every
direction.
No Bonded Indebtedness
The state has no bonded indebt-
edness. It has built its road sys-
tem without bond issues. From
October, 1915, to the close of
November, 1929, the State Road
Department expended $89,881,-
410.21 on road and bridge con-
struction and maintenance. Of
this amount 1929 will account for
about $12,000,000 and the 1930


and from thence to the Atlantic budget will add approximately
ocean. Bass that weigh from 10 to 20 $12.000.000.


pounds are no unusual thing for fish-
ermen to bring in from a day's outing
in the waters of this county.
Distinct Advantage to Citrus
"The hills and lakes of Lake county
furnish some outstanding advantages
to the visitor or those seeking a per-
manent home, as the altitude and the
1,400 clear, fresh-water lakes, furnish
an unusual degree of protection from
extremes of either heat in the summer
or cold in the winter months.
The elevation enables refreshing
breezes from all directions to reach
the very heart of the state and main-
tain comfortable temperatures at all
seasons. This is also a distinct ad-
vantage to those interested in growing
citrus or other crops that require pro-
tection from cold, as the water of the
lakes tempers the air in winter so that
other protection is unnecessary.
Warm Hearted Hospitality
"Physical comfort throughout the
year, pure, soft water for drinking and
household purposes, all modern con-
veniences in the cities, and ready ac-
cess to all other parts of the state,
furnish reasons for the growth and
stability of Lake county. A warm-
hearted hospitality on the part of its
people and a generous degree of co-
operation in all civic enterprises in-
sures happiness to all newcomers who
seek a new home amid pleasant sur-
roundings."

GO WAY BACK AND SIT DOWN
The son of a Lake county dairy
farmer rushed up to his father with
the glad tidings:
"Pa, they tell me at the high school
that I will be a great quarter-back!"
Pa replied in a tone that meant
business:
"Well, son, right now it's milking
time. Get that pail there and see
what you can do as a full-back!"

Six year old orange and grapefruit
trees bare commercial crops.

Irrigation Is not necessary at How-
ey-in-the-Hills.


The state's income for road
building comes from these sources:
A two cents per gallon taxe
on gasoline.
Seventy-five per cent of the
automobile license tax.
Federal aid.
County aid.
Massive Bridges Constructed
In the matter of type of paved
highways Florida ranks high,
and in the matter of maintenance
of the roads has few rivals in the
Union. As to highway bridges,
there are three already built that
will average a mile in length and
two more under construction each
more than a mile long. All of the
big bridges and nearly all of the
lesser ones are of concrete or con-
crete and steel truss construction.


Tom's Trumpet

Toots Announce

Arrival of Bus

By CAP DILLEY 1
Every Monday and Thursda4
just around supper time at tle
Floridan Hotel a trumpet is heart
Now, from time immemorial, a
trumpet is said to be the signal
for graveyards to yawn and the
dead to come forth to greet Old
Man Gabriel.
That was said to be the result
years and years ago. But human
nature is ever the same and man
changes not at all with the revo-
lutions of time. For when Tom
Hardin blows the trumpet of his


FEBRUARY, 1930


y


....... and insurance. ing the expenditure annually of
And each season there is an huge sums of money.
She Got Howey Grove average sales turn-over of $1,000,-
for Christmas Present 000, so thus that much new money JOLLY VISITOR FINDS OUT
is, advantageously to purchaser HOW TO TELL TREES
and seller, lured to the state.
__________ K t _A related activity to the parentnud from na
&I- X'XT (Continue~d from Prge ..one)


industry is tne w. J. nowey nur-
series, containing 300,000 care-
fully selected pedigreed trees, the
hardiest, most prolific and highest
quality fruit stock being budded
onto rough lemon roots. The an-
nual upkeep cost for these nurse-
ries is $36,000.
Packing Plant
Another kindred industry is the
fruit packing house, giving em-
ployment directly or indirectly to
100 persons with a payroll, includ-
ing materials, of $50,000 for the
packing season, when quality fruit
is distributed to the four corners
of America, Canada, across the
deep Atlantic to Great Britain
and other European countries.
These sales, together with freight
rates, are staggering in volume.


for
fin;
ripe
Ha

tro
an
wil
tur

thr
low,
gri
mo
hai

hox
in
S
ers
soe
Ho
ly
wh
wo:
offi


I A third related industry is the in
W. J. Howey factory for the can- dev
ADA.ME ELIZABETH I1
ADA E ELIZABETH ning of grapefruit juice and wh
RETHBERG, world-fam orange juice and this by-product las
prima donna of the Metro- automatically creates a profitable ye.
politan Opera Company, New York market for full crop sales, includ-
City, was presented with an orange ing off-size and off-color fruit, the HC
grove at Howey-in-the-Hills, as a content of which is of high quality
JChristmas present, by her hus- but unprofitable when sold in the
band, Albert E. Doman. The grove open 'market. As a by-product the
fis located on a hillside overlooking canning of the juices affords
Beautiful Lake Shepherd, an ideal Howey grove owners handsome
site for a secluded home and re- returns. Importance of the juice
treat from the strain of public factory is illustrated by the fact
Ilife. that it costs approximately $1,000
Madame Rethberg has appeared a day or $90,000 for operation dur-
in all of the principal cities of the ing the fruit gathering season and
United States and Europe. a further sum is involved in the -
Mr. Doman has a home in New purchase of material, freight Coi
York City, one in Switzerland, and costs, etc. d
another in Germany. Incidental to this activity is the F


top working on his own trees and
ally evolved the present, early
ening, thin-skinned, well flavored
mlin orange.
Eowey nurseries also has been in-
ducing the Pernambuco grapefruit,
early and fine flavored fruit which
1 come on the market at an oppor-
le time.
Well, that beats nursing corn
rough drought and frost all hol-
r," said the Indiana man, broadly
nning as he stepped from the auto-
bile after a forenoon full of first
Id information.
Going to write the folks back
ne," he confided, "you can put it
your paper if you want to."
So, perhaps, in the next issue, read-
of The Howey Tribune may learn
ne of the impressions gained by the
osier at Orange Blossom, the neat-
landscaped grove employee suburb,
ere also is located the company
rk shops, bus garages and field
ices, as well as general information
regard to the Howey-in-the-Hills
Telopment.
t was lonesome in the hotel lobby
en the Hoosier visitor had saile his
t hearty, "Goodby and God bless


)WEY OFFICE IN ORLANDO


icerts take place here every Satur-
ay night under supervision of
'rank E. Workman, Howey-in-the-
Etlll Orlando representative,


Four


; __~__~_~_____


By OPIE READ

YF tre iest ttere ruas a ialben laseU. Wire sun, tragebian atf tie shk,
S respanbing to an encore, tas about to appear in tire last scene of iris

-- matinee, inten same misc4ietuiou s stage ic anbs of tire h eatens Iet boxun

in front of him a purpul curtain, bunt tite minhtv artor, unbismapeb, rippeb

"tlraoutg that purple curtain, tore it into slrrebs aub 4un taose b iolet ranelt-

ings on ltet pinnacles of the unitierse. IT VV V

International as he swings the' ,yrol l of $393
render colored bus into the redPayroll of $393,996 One Hint
cular driveway before the hotel,
bell hops, dark hued angels of o th r t at w
t present day, sally forth to meet O
t St. Petersburg travelers who have
c e to the hills of Howey. No, no, no,
S not think of the rest of the simile. Fertilizer Purchase Alone further work of recovering essen-
e graveyards do not yawn. But; Approximates $50,000 tial oils from the citrus fruit peel-
s e of the onlookers are under the Every Year ings and the value of the residue
i pression that as long as they keep
Iathing the pure air of Florida, they ifor fertilizer which commands a
I, cheat the undertaker out of a N THE hills of Lake price of $30 a ton. This residue,
rd earned living and spread the county, once covered rich in carbohydrates, also is in de-
pel of the beauties of Howey to a, mand as a stock food.
ing world. with turkey oak, there
9. the last six years, Tom Hardin has been brought forth the fo ice rth H
t driven the bus and blown his The fourth circle of the Howey
to warn of the approaching greatest citrus empire ever industrial ring is the cost of main-
ats to the pleasant hospitality conceived by an individual and tenance of the executive offices
a Ring within. And when all are with-
i s the first to sit at the feet of from these groves of gold radiate with an annual payroll of more
"'great philosopher of Howey-in- manifold industries., than $100,000. To this must be
Sdt, grand old man Opie The W. J. Howey grapefruit and added expense of upkeep of the
es f B ig Bil and Little Bill, orange grove development at W. J. Howey offices in the various
he Mint Julep, The Kentucky Feud Howey-in-the-HilIs embraces 60,- northern cities of the nation. An-
nd many others. 000 acres and of this 12,000 acres other item is the cost of demon-
But most of all he loves to hear of are covered with approximately station and advertising, also the
he Bronsons and the Auldrigge and half a million citrus trees. The development and experimentation
tue he, lik ethey a efm Ken value of this development is placed of citrus horticulture. Still an-
cause he, like they, came from Kten-
lucky. Yes, Tom is a Hardin from at $20,000,000. other item illustrating the magni-
Kentucky, descendant of the famous More than 600 persons yearly tude of the Howey development is
family of that name which followed find employment as a result of the the payment in the form of taxes
Daniel Boone into the wilderness and < ovrmnt ca an *nT
'ought, bled and died there to help Howey citrus groves, the Howey to government state and county
jarve a sovereign state out of the wil- salaries and payroll alone exceed- of approximately $100,000 a year.
erness. ing $393,996. Thus it can be seen that by the
"By gawd, sir," as Opie Read says, $50,000 a Year for Fertilizer force of his own genius, W. J.
the Hardins are some folks back in Howey has carved from the one-
:entucky." Approximately $50,000 a year time wilderness of Lake county an
And we join with him in saying is spent in the purchase of fertili- industry representing millions of
ght now, here, today, "Yes, and our zer. Then there is money expend- new wealth, together with its com-
owev."m Is some folks right here in ed for equipment, service, upkeep plex industrial activities, involv-


1