Title: Seald-sweet chronicle
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00075292/00001
 Material Information
Title: Seald-sweet chronicle
Alternate Title: Seald sweet chronicle
Physical Description: v. : ill. ; 31 cm.
Language: English
Publisher: Florida Citrus Exchange
Florida Citrus Exchange
Place of Publication: Tampa Fla
Publication Date: July 1, 1930
Frequency: semimonthly
Subject: Citrus fruit industry -- Newspapers -- Florida   ( lcsh )
Newspapers -- Tampa (Fla.)   ( lcsh )
Newspapers -- Hillsborough County (Fla.)   ( lcsh )
Genre: newspaper   ( marcgt )
Spatial Coverage: United States -- Florida -- Hillsborough -- Tampa
Coordinates: 27.970898 x -82.46464 ( Place of Publication )
Dates or Sequential Designation: Ceased on Apr. 15, 1932.
General Note: "Florida's only citrus newspaper."
General Note: Description based on: Vol. 4, no. 24 (May 15, 1929).
 Record Information
Bibliographic ID: UF00075292
Volume ID: VID00001
Source Institution: University of Florida
Holding Location: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: ltuf - AJH6537
oclc - 31158390
alephbibnum - 001763371
lccn - sn 97027656

Full Text

Seald-Sweet Chre



at P Office t T4 ids
U aet .JMr ,1879.

Farm Board Wins Fir!

Test in Congress

Legge and Teague Get Unanimo
Senate Confirmation Seen As
Board Endorsement

Without a dissenting vote t
Senate confirmed the reappointme
of Alexander Legge, chairman
the Federal Farm Board, and C.
Teague, member in charge of t
fruit and vegetable section.
IThis apparently is the answer
Congress to the attack of the ag
cultural traders, who, through t
United States Chamber of Co
merce, asked for repeal of the lo
section of the Agricultural Mark
ing Act and such other modificati
as would make the Farm Board
Tunimpressive and inconsequent
educational body.
The confirmation is regarded
Sagriculturalists as expressing t
Sentiment of Congress upon t
Farm Board program which was i
der fire of the traders. The fig
Supon the Marketing Act was equa
a fight upon Mr. Legge personal
e more than any one else was
possible for the program and 1
policy of the Farm Board. He f-
ther was the mainspring of I
board'ss activities.
STraders once before felt his ha
hen, during the war as chair
of the Allies purchasing commit
he abolished the practice of Eu
pean countries and our own ar
Sand navy bidding against one i
Wfhper for purchase of hupplies. 'e
expenses were held down there
but profiteers lost hundreds of m
ions prospective profits.
Traders centered their critic
upon Mr. Legge. The peculiar fe
\ lieutenant of President Hoov
S\vas opposed by another lieutena
ilius Barnes of the Barnes-Ar
company, Duluth and New Yi
'exporting firm. Mr. Barnes will
remembered by Florida citrus gr<
ers as the head of the proposed $E
000,000 so-called national coop
ative selling agency, the Uni
erica,-of which nc
Heard since the Fa
--IWnnounced that loans wo
Sf' ..only to grower owned i
Sco i-olled cooperatives.
Sr. Legge and Mr. Bar
ntinued on Page 2)

h k. Ie

5,000,000 Cases Canned Grapefruit A nually

LIGT C P Predict That Only First Grade Fresh Grapefruit To Be

Substantaiting the Exchange
Substantiating the Exchange Marketed In Near Future --Season's Demand Heavy
report that crop prospects
were materially less than at The demand for canned Florida grapefruit will reach the huge volumes
first thought, the federal- of 5,000,000 cases annually in three years. Ultimately it will pass canned i'
state crop report' for June pineapple, of which more than 11,000,000 cases were sold last year.
puts oranges at 80 and grape- This prediction comes from one of the highest executives of the canne
fruit at 81 per cent. Tanger-
ines .- e reporte.. at_ 78 per pineapple interests. It is based upon hi study of the receptipn.h.- a
Scent iith 88 per cent a month been given canned grapefruit, checked against the history and experience
previous, in developing demand for canned pineapple. ,
10 per cent and for grapefruit This statement was made to W. E. Parker, president of the Floridagold
of 8 per cent. There is a Citrus Corporation, recently. It is especially significant that the New
strong possibility that the York executive for the pineapple interests conferred with Mr. Parker in

,h grapefruit percentage still
the may be high.
m- For the person who would
an like to figure, the normal crop
et- in the recent past has been
figured at 20,000,000 boxes.
on The biggest crop was 1928-29
an with at excess of 25,000,000
ial boxes... Government crop re-
ports are figured on basis of
normal| over a period of years.
by This would indicate another
;he small crop this season.

ht Extension Service Funds
lly States now are putting more
ly. funds into Extension Service than
re- the federal government, C. C. War-
;he burton, director of extension, De-
ur- apartment of Agriculture, reports.
;he The service is financed in part by
the federal government on the con-
.nd edition that a state match the fed-
Lan eral fund allotted it. The federal
ee, government is giving $6,500,000
ro- while the states are providing $15,-
my 000,000.

his office in Detroit.

Recommend Higher Limit
For Loans on Groves
Some relief in the grove loan
problem may come to the citrus
grower through the Farm Loan
Board which has been given the
recommendation to increase the
loan limit on groves from $50 an
acre to $150.
This is believed more in line with
the investment required for a grove.
The average grove at bearing age
represents an investment of about
$600 an acre at the least. Yet be-
cause most of the value is repre-
sented in the trees above the ground,
groves have been considered largely
on the basis of land value.
Arguments for the increase were
presented to J. C. Culbreath of the
Federal Land Bank, Columbia, S. C.

Editorial-Tampa Morning Tribune
The grapefruit canning industry is developing rapidly and profitably
in the State. The question of the distribution of that profit is still to be
decided. Will it be the growers who profit from this by-product industry
or will it be the jobber or carlot receiver who will packet the long per-
i like California, who developed hei citrus by-products industries on,
a salvage basis, Florida citrus by-products provide possibilities for tre-
mendous profit. The reasons for this are obvious. The cost of the raw
material from the grove is much less than in California; the quality is
much higher and has a much greater juice content; the distance from the
markets is much less. Florida's advantages in these respects are striking.
Cannery grapefruit on a salvage basis would be bought by the canners for between
35 and 45 cents a field box-considerably less than the cost of production. Its true
worth ranges from 90 cents to one dollar, as the Florida Citrus Exchange demonstrated
by closing a purchase contract at this pr.ce'with one of the largest and most respon-
sible grapefruit canners in the State. (The Flbridagold Citrus Corporation.)
Such a price, realizes for the grower a profit on his cannery grade grapefruit above
the cost of production but works a hardship on no individual or firm. Regardless of
whether Florida-growers sell their fruit for 40 cents or one dollar, the retail price of
the canned proatuer remains the same-approximately 25 cents for a No. 2 can. The,
canners do not make the profit but instead, because .of competitive conditions, attempt
to undersell their rivals, permitting the receiver to make the profit to which the
grower is entitled.
Florida citrus growers should realize this condition regardless of their marketing
affiliations. They should recognize that the true value of their cannery grade grape--
fruit is approximately one dollar per field box. They should insist upon receiving this
fair price. In doing so they will prevent one, of Florida's most promising industries
from being developed on a savage basis and will make possible the realization for
themselves of the just profits to which they are entitled.

The demand for canned grape-
fruit is growing by leaps and
bounds. Its growth this season al-
ready has upset trade custom of
years' standing. Orders are being
placed heavily by the trade now,
more than two months ahead of the
usual time. Price on the coming
season's pack was set June 1, nearly
two months ahead of custom.
The Floridagold Citrus Corpora-
tion, which has signed a contract
with the Exchange' at 90 cents a
box this season, already has booked-:
orders for 245,000 cases, Mr. Park-:,
er announced. It expects to sell be-
tween 650,000 and 750,000 cases.
Prices were set upon the basis of 90
cents a box for the fresh fruit,
which proves conclusively that this
level and higher will be paid by the';:
trade willingly regardless of the .
crop volume. .1''.
The Floridagold Citrus Corpora-:'
tion has closed for a new plant at .
Dundee with a capacity for 150,0Q0
cases, Mr. Parker also announced.
The company no s th
struction of four
season, which will
six. It -has a j
Alfred and a ca
Lake. No dec
on the locati
plants ~iher'
Growth of
the time is near
will not be suffice
mand, asserted
opinion 11 not be'

kets 'as fr
Not o

No. 3

____ __


. b :

1-- t-.
i ;
/ A




Can 5,000,000 Cases

GrapeFruit Annually

Predict Only First Grade Fruit
Will Be Marketed In Few
Years Due To Demand

(Continued from Page 1)
growing sensationally, said Mr.
Parker, but foreign favor also is
increasing, mainly in England. The
corporation has closed orders to
date for 50,000 cases, which Mr.
Parker expects will be increased to
more than 75,000 cases. Last sea-
son the corporation sold 31,865
cases in Europe, mainly England,
compared with 6,000 cases the year
This remarkable development in
the public taste for canned grape-
fruit has come without hardly any
- oF5- tinii work and less advertis-
ing. With advertising there appears
to be no limit, asserted Mr. Parker.
He expects that this special outlet
will require so much fruit that the
increasing volume of production
seen for Florida will be a benefac-
tion instead of a liability.
The growth in this season's de-
mand makes forecast of the sea-
son's possible pack difficult. It
seems certain that it will pass
2,500,000 cases.

Farm Board Wins First Test
In Congress

(Continued from Page 1)
have deservedly won high reputa-
tions for their business ability. Each
is a forceful and aggressive execu-
tive, non-hesitant in action. Both
are understood to be held in equal
esteem by President Hoover, who
has entrusted an important com-
mission to Mr. Barnes as he has to
Mr. Legge.
The press has been quick to seize
upon the unique situation, and to
play upon the characteristics of the
two. Mr. Legge is dubbed "Alex-
ander the Great" and Mr. Barnes
_as "Julius Ca@car."

Sales Manager Davis on Citrus Industry

Fred W. Davis,
new (general sales
manager, s e es
fine possibilities
before the citrus
growers, depend-
ent only upon
their own atti-
tude and action.
He believes that
the future holds
forth consistent-
ly higher prices
and a develop-
ment of markets which will take
much larger crops than Florida ever
has raised before.
Mr. Davis has no grove inter-
ests. His business has kept him
outside the state except for brief
visits. His views are entirely col-
ored by his market experience and
his contact with the industry
through selling its product. Yet
his views coincide with those of
leading growers.
Florida growers have taken many
forward steps which have materially
aided the merchandising of citrus,
said Mr. Davis, yet at the same time
they have interposed obstacles in
the path of development.
He expressed the wish that the
growers could get into the markets
and see how their fruit is handled
and talk with the trade and learn
its views.
"They would be surprised, I am
sure, at the amazement of the trade
over the way the growers permit
their crop to be handled so com-
petitively and disorderly," he said.
"I believe they would be surprised,
too, at the willingness with which
the trade would express its ap-
proval of a control of the crop by
one organization and the regulation

of supply and stabilization of price
through that stabilization would
mean that the trade would pay
higher prices throughout a season
and year after year with crop size
having only a little influence.
"Florida citrus growers, Ex-
change growers among the rest, un-
doubtedly would be surprised at the
standing of the Exchange with the
trade. The Exchange positively
has the respect and confidence of
the buying power. No other or-
ganization receives anyway near the
consideration that the Exchange
does. In fact, most of the trade
think of the Exchange as the domi-
nant factor.
"Dependability of grade and pack,
the attractive advertising, dealer
service work and efficiency of sales
effort have all contributed in build-
ing this favorable attitude on the
part of the buyer. Exchange fruit
is successfully meeting competition
with fruit from all parts of the
country. With control of volume,
this ultimately will result in much
higher prices and a freer movement
of fruit in seasons when the crop is
"A control of volume is most es-
sential to proper marketing. I was
very pleased to note the plans for
unification of the industry and to
note the progress being made.
"I believe that the Florida citrus
growers are in a far better position
in the marketing of their crop than
most other producers. Florida
growers already have the machinery
for handling their product. It is
developed and functioning well. It
needs only the full cooperation of
the growers themselves to bring
about the possibilities for the in-
dustry that I can see."

National Award For Distinguished Agri. Service

Distinguished service to Ameri-
can agriculture at last is to be given
national recognition and reward as
is outstanding meritorious service
in other fields.
This award for distinguished
service to agriculture has been cre-
ated by Arthur Capper, senior sen-
ator from Kansas and prominent
agricultural magazine publisher. It
consists of $5,000 and a gold medal.
First to receive it will be Dr.
Stephen Moulton Babcock, who in-

:e agricultural vented the Babcock test for butter-
chest of fat in milk, credited with making
not possible the growth of the dairying
industry. He will be given the
ted award at the National Country Life
one Association convention in Madison,
ded to Wis., this October. Dr. Babcock is
at least. 87 years old. He invented the test
ng to 40 years a*ee is an agricultural
chemist a ted his whole

life to work in the agricultural field.
An awards committee decides
upon the annual recipient. More
than 400 letters were received sug-
gesting men for consideration. The
awards committee will choose, the
recipient for the second award t
Chicago next June. SuggestioTs of
eligibles may be submitted to F. B.
Nichols, managing editor of the
Capper Farm Press and secretary
of the committee.
Announcing his award, Senator
Capper said:
"My objective is to provide a con-
crete expression of gratitude to
some of the people who make con-
tributions of national importance to
American agriculture and to assist
in stimulating public appreciation of
unusually fine service to our basic

Propose Use of Standard

Field Boxes Only

Committee Of Fifty Recommends
That Law Be Enforced Or Be
Rewritten To Apply

Use of the standard field box
only is advocated by the Committee
of 50 which has formally presented
a resolution to the Clearing House
relating to field boxes.
The committee requested that, if
a law requiring the use of the stand-
ard field box exists, that it be en-
forced, and if the law is not writ-
ten so as to require uniform use,
that the law be rewritten to compel
its use.
Recently an article in the Chron-
icle called attention to the use of
oversize field boxes. The standard
field box permits of an' overpack of
about five per cent in packed boxes
while the oversized field box allows
an overpack of more than 16 per
cent in packed boxes.
While this may not be used to
actually defraud growers, it does
permit of misrepresentation if an
operator does not account in terms
of field boxes picked as well as boxes
packed. Regardless of how used, it
opens the way too freely to fraud.
Many of the oversized boxes
were ordered for this summer's de-
livery. In one case the size re-
quested was the largest the manu-
facturer had ever made.
It is understood that the state law
on the use of standard field boxes
only applies where fruit is pur-
chased by field boxes. In this event,
there is no legal requirement for
the use of standard field boxes for
handling of fruit as an agent.

California Fruit Company
Comes To Florida
The California Crushed Fruit Cor-
poration, manufacturers and dis-
tributors of fruit beverages, includ-
ing citrus drinks, plan a plant ~W,
Florida for preparing citrus jliices.
A committee of the directors of the
corporation is expected to tour the
state and decide upon the location.
Locating a branch in Florida will
give the company a larger supply of
fruit. It also will remove the prej t
dice which exists in the southerA
states against the use of the Cal-
fornia fruit when Florida fruit js
available. I
It is probable also that chief fac-
tor in the reported decision to op-
erate in Florida is the extra pro-
portion of juice in Florida citrus.
The slogan ~-- i--
Exchange "One-fourtl.
is based upon extends ys
A box of Florida citrus ill yield
five or more gallons of juice, co-
pared with three and a half gallons
from a box of California citrus!'


Polk Associations Open

Membership Drives

Associations Campaign Separately
But Wil Coordinate Efforts
To Add 1,000,000 Boxes

Answering the challenge of 100
or more private solicitors, associa-
tions of Polk Sub-exchange have
launched intensive individual but
coordinated grower drives to con-
tinue throughout the summer.
Nearly 4,000,000 boxes already
had been signed by the associations.
They seek 1,000,000 boxes more.
. The campaign was given its start
at a Sub-exchange rally at Bartow
June 18 under the direction of the
Sub-Exchange organization commit-
tee. The rally was largely attended
by managers and association direc-
tors, each of whom was called upon
for suggestions and comments. Each.
manager present was asked to ex-
plain his special problem and his
ideas of meeting them.
The managers also were called
upon for reports of the volume they
had signed in the association and
the prospective volume still open.
From their report were figured the
total sign-up of the Sub-exchange
and the total volume which might
be added.
No set talks were on the pro-
gram, though the introductory and
explanatory talk of W. H. Shultz,
chairman, became an inspirational
address which aroused an enthusi-
asm and spirit which continued
through the meeting. Brief com-
ment was made by General Manager
Commander and Sales Manager
Davis while J. K. Winn of the pro-
duction department, working in the
field with managers, brought the
confab to a climax with a stirring
old time pep talk into which he un-
consciously drifted in his enthusi-
asm while relating some of his ex-
periences of the three weeks he had
- spent in the Polk territory;
The meeting was featured by en-
thusiasm, particularly of the man-
agers. Each informed that he had
a problem mainly unlike any other
manager, but each also informed
that he expected to get the best
sign-up in the history of his asso-
ciation. Despite the extensive com-
petition, the Sub-Exchange could
attain a control of the 60 per cent
sought if the effort were made was
the general opinion. The spirit
shown by both managers and direc-
tors and a few of the grower mem-
bers who were present showed that
the best effort will be made.
To provide a check and continu-
ity o e ort, it was decided that
-" -S s-soaiation should have an or-
ganization committee to work with
the managers. These organization
committees are to report to the main
organization committee twice a
month through July and August.

View of Palestine Citrus Industry

Editor's Note: The following is an interesting observation of the Palestine
citrus industry, written by M. B. Crum of the Florida Citrus Machinery Company
for the Polk Cuonty Record of Bartow. Mr. Crum spent several months in Palestine
in the interests of his company. The picture of the Palestine packing house scene
was first printed in the Chronicle, March 15. The original was received from Mr.
Crum during his visit in Palestine.
I believe that I promised to not orange in his hand and clips it
try your patience by describing my leaving a stem about one half inch
work here in the Holy Land. Never- long. Then he clips it again and
theless, inasmuch as the orange carefully lowers it into a picking
business is the largest industry in bag. The Arabs use cloth lined
the land, it would be amiss for me baskets and are not as careful,
not to tell you something about hence lose more fruit from decay.
their wonderful "golden apples"- When this bag is full, the picker
this is the literal translation from takes the oranges out one by one-
the Hebrew. never pours them out as we do in
A visit to an orange grove be- America.
longing to Mr. Talkoskive, where Perhaps you are wondering why
a picking crew was working, was the oranges are handled so carefully"
very interseting. I arrived at 11 and slowly, or have said to yourself,
a. m., and the pickers had been at "That's all foolishness," but it is
work only half an hour. Past ex- not foolish, for the skin is very
perience has taught the citrus men thick, full of oil, and extremely
here, that if the fruit is cut while tender. In most cases the thick-
wet with dew or rain, decay is far ness of the skin is far greater than
worse, hence the pickers must wait the growers like to admit, or, the
outside the grove until the fruit is books on citrus fruit state. I cut
dry. Perhaps the reason for this a dozen oranges, gathered at ran-
is, that the fruit is usually piled up dom from a box, half way between
several feet high on the floor in the stem and blossom end, and the
the corner of a shed or room and average diameter of a cross-section
allowed to "sweat," for several days was 3 3-5 inches, and the average
before packing, and is never run size after removing the peel, was
through a drier, as in America. 3 inches, so the skin averaged over
This was the first picking in the a quarter of an inch thick.
grove this year, and the fruit which It is my opinion, that if two
could not be reached from the perfect oranges, one from Florida
ground, was being left for the sec- and the other a Jaffa orange were
ond picking. The owner told me that placed side by side, the former
his trees-20 years old, 20 ft. high would decay far more quickly, but,
and meeting in 16 foot middles- with the rough handling that Flor-

Farm Board Reports To

Come This Month

Chairman Legge and Five Associates,
To Talk On First Year's Work j
At Cooperative Institute

Reports on the first year's work
of the Federal Farm Board will be
given to agriculture the week of
July 7 to 12, when Alexander Legg,
chairman of the board, and five
other members will present their
work before the American Institute
of Cooperation at Columbus, Ohio,
of the Institute. .
During this week also, the Na-
as part of the sixth summer session
tional Cooperative Council will
meet and undoubtedly outline the
program for the defense of the
Farm Board and the Agricultural
Marketing Act against the attacks
of traders.
It is estimated that 2,000 dele-
gates of cooperatives will be sent
to the conference, indicating that
it will be the largest ever held. The
summer institute began June 16
and will continue until July 23.
Mr. Legge will report on the first
year's work of his board. James
C. Stone, vice-chairman of the farm
board, will defend the board's loan
policies. C. B. Denman, livestock
member of the board, will discuss
his efforts to bring about national
coordination of the livestock pro-
ducers and will preside at the ses-
sions of the Institute's livestock

are rl e largest n a es neL,, an a v, I, Charles S. Wilson, another mem-
he now realizes the mistake he made ange would decay in from two to ber of the farm board, is scheduled
by planting so closely. These trees three days. About 10 per cent to preside over the fruit and vege-
are yielding an average of six to of the fruit shipped from here this table conference and to discuss the
eight boxes each per year. It seems season has reached the market unfit board's work in connection with the
to be characteristic of the Palestine for consumption. nation's perishable crops. William
orange to bear heavily every year. Owing to the trees being planted F. Schilling, representing dairy
The picker averages three boxes so closely, and the soil being very farmers on the farm board, will ex-
per hour, and receives from 75 sandy and soft, if wet, trucks can- plain what it has done for dairy co-
cents to $1.25 per day. In most not enter Palestine groves, nor can operatives. Samuel R. McKelvie,
instances noted, he first takes the (Continued on Page 4) member of the farm board for
wheat, will lead the Institute's dis- .
cussions regarding the farm board's
plan for grain marketing.
S Besides being scheduled for ad-
dresses during t eek of
to 12, each of- he. m board
S members will leal conferences deal-
ing with the commodities in which
they are inte, sted. In these con-
ferences c erative executives will
di. A. jis with the board members the
marketing of the various farm prod-
Sucts and the farm board's plans with
respect to them.
SEach morning is to be devoted to
such sub:Icts as membership rela-
tions, financing, education, and
business relationships, but each
a ernoon has been reserved for
Above appears the crew and "machinery" used in handling citrus in Palestine si ultaneous mtnigs f those in-
and affords Florida growers an excellent opportunity to contrast foreign methods
with those of this country. Here is seen the whole "packing plant." Man No. 1 is te sted in dairy products, poultry,
grading; the boy, marked "2" is wrapping and sizing, while the man, marked "3" is -livetock, grain, fruits and
packing. As can be seen the box is similar to our box. Evidentally, packing is iec g f
done indoors which seems to be the nearest point of similarity with our methods. egtables, cooperative purchasing
The picture was received from M. B. Crum of the Florida Citrus Machinery Compan .
in Palestine selling packing house machinery. and cooprae law.


Seald- Sweet


Published twice a month in
the interest of cooperative
marketing and for the infor-
mation of the citrus growers
of Florida.

Publication Office:
606 Citrus Exchange Bldg.
STampa, Florida
Postoffice Box 1108

Net Grower Circulation
over 11,000

Space Rates: $60.00 per page;
$35.00 half-page; $20.00 one-
quarter page; $2.00 per inch
all space under one-quarter
page. Minimum space: 1 inch.

---Ve l.t VI JULY 1, 1930 No.3

"It is too late to question the efficiency
of cooperative marketing. The nation has
set its stamp of approval upon it, and
blazed a trail for every farmer to follow.
You know something is wrong with agricul-
"There may be many and various rent-
edies. Still, the Government is behind only
one, and regardless of your opinion you
might just as well get on the wagon and
drive hard. We're all going one way, and
it would be just as hard to make progress in
the opposite direction as for one steer to
run against the rest of the herd.
"Regardless of what measure of success
the present movement may have, the farm-
ers made a distinct step forward in 1929
in the passing of the Agricultural Market-
ing Act. It is going on. It may not be
that a single individual or group of indi-
viduals will carry it on, but it is going on
jnst the same.
Chr. Fed. Farm Board.

The Florida Farmer-Reports
from the American Trade Commis-
sioner at London say that Brazil
is trying to grab off a good deal of
the British trade in citrus, by carry-
ing on an extensive advertising
campaign in the Isles, including a
motion picture of the industry, from
the nursery to the fruit.
-, The Florida *rus Exchange has
done exte wcri -i acquainting
British consumers' with the superior
quality of Florida fruit. The
Brazilian idea looks like a good one
to copy.
Even in the European-markets
the Exchange backs up its sales with
dealer service. In the May 1 issue
of Seald-Sweet Chronicle is a pic-
ture of a window in a Zurich, Swit-
zerland store, decorated under the
direction of Victor Moidey, Ex-
change service agent in Lqrope,
working in connection with the ,or-
eign agent. The, picture show a
most attractive display of Seald-
Sweet fruit arranged in snurel
ner as to bring out most viv~.'ly the
high quality of the fruit.

(Contnued from Page 3)
tractors be used for cultivation.
All fruit must be carried out of the
groves by hand. A few of the larger
growers have miniature railway cars
running through their groves, upon
which the fruit is hauled to the
packing sheds.
Palestine growers are fortunate
in not being bothered with such
pests as white fly, scale, rust mite,
thrip, foot-rot, melanose, etc. The
trees with their glossy dark green
leaves, smooth, clean, thornless
limbs, and bright, golden-I mean
golden, not yellow-fruit, are in-
deed a feast for the eyes of the
*orange minded individual.
But, the Mediterranean fruit fly
is here, prevents any oranges being
marketed after warm weather be-
gins, which is about April 1. Dur-
ing the winter months, the fly is
inactive, but since the first of March,
I've -seen a great many oranges
with the eggs in the skin, or else
completely ruined by the Iravae,
though not one fly have I seen to
In one sense, Palestine pays
dearly for its freedom from insects,
by having such thick skinned fruit,
which is decidedly coarse and
rough. It is the hot dry winds from
the desert, that prevent the usual
Florida insects, and which so cause
nature to thicken the skin.
The flavor of the oblong, seed-
less Jaffa orange is unlike anything
I've ever eaten inAmerica, but
resembles the California more than
the Florida orange. The juicy sec-
tions are tender and easily separ-
ated. The juice is more tart than
is that of the Florida orange, yet
not objectionably so, to me. The
Florida orange certainly has one-
fourth more juice than this meaty
fruit, but the Palestine orange will,
in my opinion, average as good as
the usual Florida orange. However,
as yet, I've failed to taste any, as
good as the Homeland seedling.
The Palestine grapefruit is de-
licious. The skin is inclined to be
rough. The lemons and tangerines
are decidedly watery, and lacking
in flavor, the tangerines tending to
be very large and puffy.
Prior to planting a new grove,
the ground is turned with a gigan-
tic plow to a depth of about 30
inches or else extremely large and
dtBep holes are dug when setting
the.trees. The top soil has a depth
of approximately eight to ten feet.
Owing to the very fertile soil, and
close planting, 8x10 feet in many
cases, the production per acre is
very high, averaging in a certain
district 525 boxes. Yields as high
as 950 boxes per acre are known.
The average f. o. b. price per
packed box received from 1919 to
927, was $2.70, and the cost of
auction not including amortiza-

tion on capital outlay and interest
on capital, 50 cents per box.
Full bearing groves are selling
for about $3,000 per acre at pres-
ent. Almost all the packing is done
in or near the grove. The fruit
is graded and sized entirely by
hand, with perhaps two exceptions.
The fruit is wrapped with a double
twist on the paper by one man and
packed by another.
To date, I've seen no less than
eight different sizes of boxes being
used. The Spanish; or native pack,
is slowly being replaced by the so-
called American pack, though un-
like our Florida pack, as the axis
of the orange is horizontal in the
box. With the enormous new acre-
age soon to come into bearing, as
soon as suitable packing house



Fruit Auctioneers

Fruit Auction Termial
Rutherford Avenue
Charleston District
Couer Dowuer Fre'k L. Sprinford
Hard F. miles

equipment is found, it will be used
by all progressive groves.

"The Supreme Authority"

View of Palestine Citrus Industry


July 1, 1930


Sales and Promotion Plans

Being Prepared

Sales and Advertising Departments
Working Up Closely Coordinated
Merchandising Program

Sales and advertising depart-
ments of the Florida Citrus Ex-
change are humming with prepara-
tions for the most aggressive and
extensive merchandising program
the Exchange ever has undertaken.
Fred W. Davis, general sales man-
ager, has been in office nearly two
weeks, and immediately after his
arrival in Tampa went actively to
work to lay the foundations for the
new program. John Moscrip, in
charge of sales promotion as well
as advertising, and Mr. Davis have
been in close association studying
past programs, market conditions
and territories with a view to laying
out sales, promotion and advertising
programs closely coordinated.
The new program already is be-
ginning to appear out of the mass
of detail. Territories are being re-
mapped; the entire country is being
studied closely for every possible
new market, while close study is be-
ing made of old markets with the
aim of expanding their volume. Ex-
change representation is being stud-
ied to improve and enlarge it in
every way possible.
Intensive sales effort is planned
in every open market area. Field
sales forces will comb every market
and will be held responsible to dig
out every possible outlet. Every
assistance that advertising, dealer
service and general office coopera-
tion can give will be available to
Advertising schedules will be ar-
ranged to dovetail with sales plans
_. with special market releases as con-
ditions show the need for them.
More dealer service work is planned
and will be carried out in close
cooperation with both the sales
forces and the customers of the
Exchange. The greater advertising
allowance voted by the directors
will permit more utilization of this
special service which has won high
regard through past performance.
Mr. Davis brings 20 years' prac-
tical experience in handling fruit.
About the time the Exchange was
organized Mr. Davis started hand-
ling bananas in the northwest. He
came to the Exchange in 1915,
working up the Michigan and Indi-
ana territories until 1918, when he
transferred to supervise sales
Iue south. He was promoted to
division manager of the midwest
division in 1922 and served contin-
uously there until elected to his
present position.

The usual flock of propa-
ganda rumors against the Ex-
change is out in full force.
However, propagators are
modernizing them.
For example it is repre-
sented to some growers that
the Exchange has a big, cabin
airplane for General Manager
Commander. Possibly, it is
hoped that every time a mail
plane passes, some growers
will think it is Mr. Commander
jaunting about.
The Exchange does not own
a plane. Nor has Mr. Com-
mander taken an aerial ride
since his memorable experi-
ence up north, when a door
tore loose at his side and Mr.
Commander saw earth 5,000
feet below and nothing be-
tween him and "bottom" as
the plane winged over at a
sharp angle to return.

Lake Wales Makes Refund
And Cuts Packing Charge
Lake Wales association has just
refunded 15 cents a box on 133,000
packed boxes to its members and
announced further savings on op-
erations the coming season by re-
duction of the packing charge by
10 cents a box. ,In addition the
association is paying off $15,000 on
retain certificates, giving its mem-
bers approximately $35,000 extra
The packing charge on oranges
will be 65 cents a box this season.
and on grapefruit 60 cents a box,
which compared with 75 and 70
cents a box, respectively, last sea-
son. Last season's charges were
lower than private operator charges,
and therfeore the new packing
charges will be far below indepen-
dent competition.
The association handled a total
of 150,000 boxes last season. Man
ager Buford Gum sees prospects of
20.0,000 boxes this season, which
with the economy of operations of
the association should allow it one
of its most economical and low cost
The house is in good condition
and of sufficient capacity to handle
large volume efficiently. Coloring
rooms are being readapted to the
new system but other than this only
the usual overhauling is needed to
make ready for the new season.
Manager Gum continues as man-
ager for his sixth consecutive
season. J. M. Tillman is president.
Associated with him as directors
are: W. A. Varn, I. W. Tracy, R. E.
Lassiter, E. D. Ellis, W. T. Frink,
M. C. Dopler, John Flaig and J. K.

Further progress in cover crop-
ing in Highlands county is reported
by Louis H. Alsmyer, county agent.
Highland growers have purchased in
excess of 25,000 pounds of crota-
laria seed for summer cover crops.

To Operate Two Plants
Haines City association has pros-
pects of a 400,000 box volume this
season and will operate the old
plant, once sold to the Florida
United, as well as its new one in
operation for the first time last sea-
The association has just mailed
refunds of 10 cents a box on pack-
ing charges, making the second this
season. Directors are considering
the possibility of reducing the pack-
ing charge to 65 cents a box. The
first refund of 10 cents a box,
mailed out in April, covered sav-
ings in operations for the 1927-28
season, which had been held back
to hold up the reserve fund while
the new plant was being built.
Though the savings in operating
costs have been refunded, the asso-
ciation still has a good reserve.
Many new members have been
signed, while among the old mem-
bers continuing with the associa-
tion is the Holly Hill Grove and
Fruit Company


Association Houses
Clearwater Growers' Assn.
DeLand Packing Assn.
Eagle Lake Citrus Growers Assn.
Elfers Citrus Growers Assn.
International Fruit Corp.
Fullers Crossing
Fort Pierce
Lucerne Park
Lake Alfred Citrus Growers Assn
Leesburg Citrus Growers Assn.
Manatee Citrus Growers Assn.
Nocatee Citrus Growers Assn.
Ocala Fruit Packing Co., Inc.
Orlando Citrus Growers Assn.
L. B. Skinner
Tampa Citrus Growers Assn.
Umatilla Citrus Growers Assn
Waverly Citrus Growers Assn.
Winter Garden Citrus growers Assn.
Ask the man who uses Brogdex and
you will get the low down on what
it will do for you.
Florida BrogdexDistributors, nic.
Dunedin, Florida

Brogdex brings more money

to the grower

The reduction in refrigeration costs alone more than justify the
cost of Brogdex. All Brogdex shippers are using less refrigeration
than formerly. Some have practically eliminated it entirely while
others expect to do so the coming season.
M. H. Coloney, Manager of the Manatee Citrus Growers' Associa-
tion, makes the following comment on their experience with Brogdex
last season: "The first 25 cars were shipped full iced. The next 50
cars were all shipped dry. This was the first time in the history of
the Association that we ever took a chance on shipping Valencia
oranges without full icing. Being our first experience with Brogdex
we were a trifle skeptical about risking it but from our experience
with the dry cars we expect to do away with icing entirely the com-
ing season."
It cost Manatee $21.60 to Brogdex a standard car. To full ice
the same car probably cost around $75.00, a net saving of over
$50.00 a car. Since the dry cars arrived generally sound it is not
surprising that Mr. Coloney says that they "will do away with icing
entirely the coming season."
But the saving in refrigeraiton is only one of several advantages
of Brogdex. Another is that decay and shrinkage greatly r
duced. Some Brogdex packers have had no decay 1sses eeral
years of Brogdex while others report only an occasional one.
Then buyers say that Brogdex improves the appearance of the
fruit and makes it more saleable. That means better demand and
higher prices.
These are advantages easy of.proof. st ask any Brogdex packer
or the growers he serves. You will find the facts pretty much as
More money for the same fruit
is just a, question of making
it look better and keep bitter.

Florida Brogdex Eistributors, Inc.

Listen in on our Brogdex program every .,!r# at a7:00 p.. eve W'FLA

I L"


July 1, 1930




I' /


Contrary to the prospects before ing rooms built according to the
most associations, Florence associa- new system adapted from steriliza-
tion expects a much smaller volume tion experience. This gives the as-
this season than it had last. Man- sociation a total of 18 coloring
ager Sands estimates a volume of rooms. Another Alberg stamping
275,000 boxes, machine has been ordered to enable
However, contrary to the experi- the association to stamp both Seald-
ence of most associations the past Sweet and Mor-juce grades.
season, Florence had a very large The enlarged plant will have
volume the season past, handling seven sizers, arranged in two units.
462,000 boxes, probably the largest New equipment includes two of the
through any plant in the state. This new Skinner polishers giving the
brought gross returns of more than plant a total of three. Two new
$1,200,000. soaking tanks also will be installed.
This gross return examples the
difference in prices the past season Rough lemon stock, in the experi-
and the record volume season of ence of C. P. Zazzali of Lakeland,
1928-29. Florence handled about is very susceptible to the cold. Mr.
the same volume in each of these Zazzali lost 10,000 trees of two to
.agayears. Its returns the past eight years old on this stock in his
season were $500,000 more. Audits grove at Bowling Green during the
have not been completed but the cold spells of a few years back,
indications are that the association while old seedling trees and trees
will make a very considerable re- on sour orange stock came through
fund in operation savings to its Only a small block of five acres
members, on rough lemon came through the
The smaller volume, Managet cold. All of this block was 10 years
Sands reports, is due to the lighter or more old. Several thousand
grapefruit crop in the Florence young Hamlin trees on sour stock
groves. Many of the groves are were undamaged.
running very light in grapefruit. Mr. Zazzali plans to replant this
Tangerines appear in good volume- winter. He is undetermined wheth-
The association has had as high as er to plant trees on sour orange or
50,000 boxes in a season. Cleopatra roots and is waiting on
reports of experience with the lat-
Auburndale association is refund- ter. He will replant mostly in
ing 10 cents a box from packing grapefruit.
savings and retiring two issues of Mr. Zazzali still has 100 acres of
retain certificates. This will give bearing grove at Bowling Green
the approximately 200 members of which includes some of the oldest
the association $20,000. in the state. Some parts of the
The association has completed grove are more than 80 years old.
plans for an addition which will Included is a tree believed to be
give it one of the best plants in the 100 years old or more which for
state with capacity of 12 cars a years produced from 45 to 100
day. It will spend about $30,000 boxes of fruit.
on constructoin of the addition with
between $25,000 to $30,000 for new A. M. Tilden, newly elected presi-
_. equipment. The enlarged building dent of the Clearing House,-will be
will be 175 by 150 feet. active executive head of the organi-
The plans include 12 new color- zation, giving largely of his time.
This is a change in policy adopted
Wl e this year and places more work
and responsibility upon the presi-
For control of Rust A. M. Pratt was reappointed man-
Mite and White Fly, / ager. Dr. E. C. Aurin was elected
swray yV K rees vice-president, the position held by
KLEENUP, Ortho Mr. Tilden last year. E. E. Trus-
sprays for citrus kett was reflected secretary and F.
pests. Write for Moorhead was elected treasurer,
folders. succeeding Judge Allen E. Walker.
Dr. Aurin is chairman of the ex-
CALIFORAIA SPRAY- ecutive committee with Pres. J. C.
a CHEMICAL CO. Chase of the Exchange, Mr. Trus-
kett, Mr. Moorhead and A. R. Traf-
61 W. Jeffer street, ford as fellow members. Members
Orlando, Flori a of the advertising committee are:
R. B. Woolfolk, chairman; James T.
Swann, Phil C. Peters, directors;
U W. H. Mouser, L. Maxey and Gen-
ral Manager Commander, of the
rating committee.
;. /V .

Bartow association announced a
reduction of 15 cents a box in its
packing charge and a reduction in
the hauling charge also. The asso-
ciation has fine prospects for good
volume this season which may make
possible additional savings to its
Manager Hawkins has been un-
tiring in his efforts to operate the
plant at its utmost efficiency and
economically and has succeeded in
holding costs to a low level despite
small volume. The plant is in good
condition and has facilities to handle
a very good volume. Capacity of
the plant could be doubled quickly
if the need arose.
To enable its members to improve
the quality of their fruit at lowest
cost, the association has complete
spray and dusting equipment op-
erated at cost for its members.


Bartow association is one of the
oldest in the Exchange. Many of
the present members have been with
the association since its first year.
J. D. Clark is president; J. K. Stu-
art, vice-president, and M. E. James,
secretary. Directors with these of-
ficers are: Walter McNeil, A. T.
Mann, L. C. Johnson and R. B.

J. C. Morton and J. D. Clark were
re-elected chairman and vice-chair-
man, respectively, of the Committee
of 50. M. 0. Overstreet was elected
second vice-chairman. F. E. Brig-
ham was elected secretary.
Besides the officers the members
of the executive committee are:',C.
D. Gunn, C. W. Lyons, J. C. Merrill,
Tom S. Carpenter, Jr., C. A. Gar-
rett, R. R. Gladwin and Henry G.





of ORANGES and


applying NITRAPO

An application of from three to eight pounds of

NitraPo per tree, if applied before the First of August,

will add hundreds of dollars to the value of your

grove's yield in better quality and larger sized Tan-
gerines and early Oranges.

The use of NitraPo before August 1st will not only

improve the quality and make larger sized fruit, but
in case of excessive dryness, there will be considera-

bly less dropping because of the quick acting Potash
in NitraPo.

The fine carrying qualities imparted by the use of

NitraPo insure top prices for quality fruit on the early


July 1, 1930


Fort Pierce Association

Studies Terminal Plant

Considers Project For Combination
Packing, Canning And Storage
Plants On Harbor Site

Fort Pierce association has un-
der consideration plans for a $600,-
000 terminal on the newly com-
pleted deep water harbor. The ter-
minal would include a 500,000 box
packing plant with complete facili-
ties, a Sub-exchange canning plant
and a cold storage plant.
The plan was presented to the
association by the Fort Pierce Fi-
nancing and Construction Company,
which has a large pier site. It of-
fers to give the association this site
and accept bonds or stock in lieu of
cash. The value of the site would
be set by appraisers of the Federal
Farm Board.
This proposal allows for a plan
of financing construction which
would not involve large initial out-
lay of money by the association,
nor make higher house retains than
were charged to pay for the pres-
ent plant of the association. The
site is estimated to be worth about
one-fourth, possibly more, of the
total valuation of the completed
terminal. It is planned to ask the
Federal Farm Board for a facility
loan which should go far to paying
the construction cost.
An appraiser of the American
Appraisal Company is already com-
ipiling data to submit to his com-
pany for the study of its experts.
economical phases will be consid-
ered as well as valuations. This
was arranged by the Fort Pierce
Financing and Construction Cor-
poration at the request of the asso-
Increasing volume necessitates
enlarging the present plant of the
association if it is to be used the
ason. Further prospects
ture are so bright, it was
oxisidered probable that additional
enlargement or a new plant will be
necessary in a very few years.
Because of this outlook, the as-
sociation is giving serious consid-
4ration to the terminal proposal.
.W'ose of the membership who have
studied the plans are reported very
favorable to it.
With such a plant the associa-
tion sees possibilities of future ship-
ments direct by water, though this
is not contemplated the coming sea-
-i sol. Indian River fruit is heavily
Sold on the New York market and it
Lafred direct shipmentss would
e 50 ceHsI a box.
t is not contemplated to operate
cold storage plant. It probably
Swuld be leased bu would afford
storage facilities for the association
~ needed.

Florence association has broken
ground for what probably will be
the largest and most modern plant
in the state. The new building and
equipment will cost approximately
$150,000 and will have a capacity
of about 1,000,000 boxes a season.
The new plant will be located
across the railroad from the present
plant at Florence Villa station. The
property on which the present plant
is located is much too small for the
new one under construction. The
association for many years has
owned the new site upon which
were six houses in which employes
lived. The houses have been moved
to other property owned by the as-
sociation and two short streets in
the property have been closed by
the city to allow for the building of
the new plant. The new property
is 650 by 300 feet.
The plant will cover ground
space 200 by 301 feet. Tre build-
ing will be 178 feet wide with a
12-foot receiving platform on one
side and a 10-foot loading platform
at the other. It will be 271 feet long

with a 30-foot loading platform
at one end for handling culls. The
walls will be stone tile or brick.
Arch steel beams will eliminate in-
side pillars.
New equipment will be used
throughout. It will be arranged in
two units, one with six sizers and
the other with two. Skinner equip-
ment will be used. One unit will
have the largest polisher manufac-
tured. This will be 22 feet 8 inches
long with six rolls. The second unit
will have two 12-foot polishers com-
bined. One is an eight-roll spiral
and the other a six-roll Skinner.
This combined polisher will be used
for tangerines during the tangerine
season and later for oranges.
The dryers will be the Skinner
duplex multi-fan, of six-car capacity
each. These dryers are 50 feet long
and have eight fan units. Each
unit will be equipped with the new
capacity. The association plans to
improved soaking tanks of six-car
give the maximum efficiency to
washing and polishing.

Very high efficiency and low operating costs are features of
our automatically controlled, steam heating coloring room
equipment that you cannot afford to overlook. The picture
illustrates a typical installation with one side of the baffle
wall cut away to show the steam coils and the circulating
system. The opposite wall is a duplicate of the side you see
in the picture. The control instruments and one of the
circulating blowers are shown on the outside end beside the
entrance door.
Our method of air circulation and distribution is so uniform
that a spread of from one to twg degrees is quite common.
This uniformity is what gives the high efficiency and low
operating cost. One half horse power (two motors' of ,
h. p. each) is all the power required for the operation of
one of these roms.
We are in position to furnish the trickle system for ethy-

Florence Building 1,000,000 Box Plant

lene gas and the equipment is likewise adapted o. the use
of "kerosene gas."
This type of coloring room equipment c e install in ex-
isting rooms at slight cost- e or above the rI if
used for other purposes, teed not be disturbed by our eq -
ment as the blowers can be installed in front of the room
as illustrated, or even at the sides. \
We will make the installation for less mdney than others
will charge you for any other efficient stem. We will
make you a complete installation exce t
electric wiring. This includes boil
tank, steam, water and oil pipin
ment proper. And in dealing '
tion of knowing that a res-
equipment in the years tc
A request for more detail
you under no obligation

Division Food Machinery Corporation

The flow of fruit will be con-
trolled by a multi-speed motor.
Operations can be slowed down to
half the rated capacity or stepped
up to a good margin above rated
The new system coloring facilities
will be installed with a capacity of
25 cars. The pre-cooling plant will
be of 15-car capacity.


We carry a complete stock of Pneumatic
Tires for replacement on your tractors in
the following sizes:

36x8, 40x8, 38x9
40x10, 42x9, 44x10
Also rims to fit same, or any other size
you may need.
Write or wire for prices

Florida Tractor Tire Co
610 Scott Street
Phone 2396 or S-3204 P.O. Box 2


Automatically Controlled, Steam Heated_4. -

July 1, 1930



15c Per Box

Will Buy For You

Unrivalled Citrus Sales Service

The Florida Citrus Exchange handling charges, exclusive of the 2c for
the Clearing House, are 15c per box this season-1c lower than previous
years. Of this total 9c will be used for sales, 4c for advertising and 2c for
the purchase of 5% Preferred Stock in the Growers Loan and Guaranty
Company. This stock will be owned outright by the individual growers
That 9c for sales buys you the services of a national sales organization
under efficient competent direction. It buys for you the years of mer-
chandising knowledge gained by complete national contact in the sales
of citrus in all markets. It buys for you the services of experienced citrus
salesmen whose bread and butter depends upon their ability to serve you.
It buys for you the cream of the citrus brokers in other markets of the
country who will continue to handle the most desirable account in Florida
only as long as they satisfactorily serve you.
Where else can you approach such service for even twice as much?
That 4c for advertising will buy for you consumer and retail contact
on your fruit which makes possible a more intensive sales effort and in-
creased distribution, a greater demand and a thorough recognition and
acceptance for the brands under which your fruit is sold.
No other operator offers this service.
The 2c for the purchase of Growers Loan and Guaranty Company's
stock gains for Florida citrus growerss possibly the most unique advantage
in the industry today. First of all it is an investment which pays 5%;
second, it makes possible the concentration of funds and credit available
to grower members for the operation of their grove properties; third, it
- permits the increase of Exchange volume which makes possible the reduc-
tion of sales and advertising expense per box.
All these advantages and many more of which space does not permit
are available for 15c per box. Can you afford not to ship through
the Florida Citrus Exchange?

Florida Citrus Exchange
Tampa, Florida

I 1
_ "RaL r


July 1, -1930

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