Title: Seald-sweet chronicle
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00075292/00016
 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: February 15, 1931
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: VID00016
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


1924 E. JACKSON ST..


Entered as Second Class Mail Matter
Vol. VI SUBSCRIPTION PRICE 50 CENTS PER YEAR TAMPA, FLORIDA, FEB. 15, 1931 at the Post Office at Tampa. Florida NO. 18
Under the Act of March 3, 1879.

Prices Increase

When Exchange

Gains Control

Markets React Favorably
To Exchange Pressure:
S.Tree Prices Up Also
'V Demonstration of the effectiv-
Sness of adequate control of a crop
..-in a grower organization has been
en the Florida citrus growers this.
!nonth. when the Florida Citrus Ex-
Ch'ange with the dominating volume
sf..ranges lefL in the state was able
'to .stiffit "the, markets and bring
aboutt .a substvacial increase in
srice. .
', Pries' made a, very satisfactory
jnmp foe fhe-.short time the Ex-
cha-nge- ontiol of volume was in
.effEct.. S'peculators-in the state be-
~nlame' aetiveo6rthe first time this
o.6 eo gai paying .1 a box
n, e..h:" bt th? trees for mid-
.qzeasO .rqe.s, while offering that
e.'nd bette; .f~or. alencias. This
:'.derinistir'aed tifrughly that the
.Exoha.ge. h~s c-rl of a large pro-
tion th ijrmueason fruit left
_" ',,- ply open to
~.j f tors scanty.
.'-" phangie-.expects even bet-
r ~liispects for the. ValenciA crop.
th .a much larger proportion~ of
I1th encias' than ita o s- &'fehe
"':midseason. varieties and tlierefore
'4can work more effectively.
. Non-member growers should
. benefit as well as grower members
of the Exchange. If .they will keep
properly informed of the situation
and are firm for the price to which
(Continued on Page 2)

Ft. Pierce and Largo asso-
ciations have responded to the
appeal for the Red Cross for
aid of the drought sufferers
with the donation of a car of
citrus each, one of which was
shipped to Yazoo City, Miss.,
and the other to Greenwood
of the same state under in-
structions of the Red Cross.
The fruit will be distributed
directly to those in need to
help" balance their* diet and
maintain health under the try-
ing conditions.

Growers Right To Question
This season without doubt has been one of the most unsatis-
factory for the citrus growers. A few months more and it
will.be past and another will be drawing near with better
Therefore, the air is becoming full of excuses, suggestions,
recriminations and the usual "it couldn't be helped:" Growers
will hardly be able to turh around withb~ot finding someone
at their elbow to tell them "all about it." Growers will dis-
cover an astonishing number surprisingly willing to shoulder
all the burdens, except-COST, -Growers' will be sought
after more than ever before by the factors w~ithifi the industry
and the self-appointed "Solomons" with their 100 per cent
perfect plans.
However, it will be difficult to "sell" the growers again.
Forty years and more of the same story is getting too old for
the growers to swallow. Still custom dies hard and fights
without qualms for existence. Its-big hope is to becloud the
growers' minds, to work upon their prejudices, to prod their
suspicions and play upon their "independence." Already
there is much of this.
It is a time for the growers to keep their feet solidly on
the ground and their heads clear;' time to give careful and
unprejudiced thought; time to weigh carefully all the facts;
time to scrutenize closely the "predigested" opinions offered
them; time to study the motives behind -this interest.
Wise growers will wonder if the real reason for it allis not
fear of the decided trend, toward GROWER-CONTROL nd
GROWER-OPERATION .of the industry which always has
.beeh;GRQWER-OWNED.. "

Present Crop Will Get
Less Than Last Year's

Florida's present citrus crop is
given a value of only $49,150,000,
based on prices of Dec. 1, by H. A.
Marks, federal-state statistician in a
report of Florida crop values.
This compared withia similar val-
uation of $49,800,000 for last year's
crop given by Mr. Marks. On this
basis, the 1929-30 crop of 14,200,-
000 boxes of commercial production
brought more money gross than the
22,500,000 box commercial crop of
this season.

WJAX of Jacksonville has joined
the Clearwater and Tampa radio sta-
tions in broadcasting the value of

In Lake Sub-Exchange
Since first OF Season

Lake County Sub-Exchange has
added 193 new members with 2,971
acres of ,citrus groves producing
this season more than 270,000
boxes, announces J. C. Merrill,
manager. This has brought the
Sub-Exchange an increase of 30
percent in volume to an estimated
tonnage of 900,000 boxes.
This is the largest increase in a
season obtained by the Sub-Ex-
change and is due to the results of
the Exchange sales effort and the
movement toward unification
through a grower-owned and con-
trolled organization, Mr. Merrill
said. Each of the eight associations
of the Sub-Exchange has received
material increases in membership.
Total membership is about 1,100.

Harmony Back

On Question

OF Location

Concentrate On Control Of
Crop ,- Refer.Locaioinr&
Charter To Farm Board: '
In. the interests of harmony and
to allow a thorough survey and
study of all factors, the headquar-
ters question of the Florida Citrus
Exchange has been referred to the
Federal Farm Board by unanimous
vote of the directors.
The directors also were influenced
by an apparent agreement of vari-
ous legal authorities that the 22-
year-old charter contains some eon-
fusing sections and should be re-
vised in some parts. The charter
was drawn in a day when coopera-
tive legal experience was in its be-
The directors, meeting as repre-
sentatives of the member sub-ex-
changes, were unanimously of the
opinion that organization of the
industry was of primary import-
ance. It was their belief that the
headquarters problems, which first
arose almost with the organization
of the Exchange,,sliould be settled
definitelyy and that the most har-
monious way and the one which
would permit the directors and the
whole, organization to concentrate
upon organization plans and stabil-
ization would be to call upon the
Farm Board and its staff of spe-
,aciayjgjl& a-srvpjy andkstudy._'Di- -
rectors .willingly B0i6ud ihemseiles ;.
to abide by such a survey and were
strong in the opinion that the gen-
eral membership of the Exchange
felt likewise.
The attorney general of Florida
also will be asked to study the char-
ter of the Exchange.

Directors Prepare For
Additional Financing
Needs Of Unification

Authorization to negotiate two
loans, aggregating $3,500,000, for
the promotion of the organization
plans has been given by the Board
of Directors of the Florida Citrus
Tentative agreements have been
reached with certain Florida bank-
ers for a five year $2,000,000 loan
to be administered through the
Growers Loan and Guaranty Com-
pany. Application will be made to
the Federal Farm Board for another
facility loan of $1,500,000, which
probably would be restricted to new

SEL-WE HOIL eray1,13

Exchange Board

Launches Co-op

Canning Plans

Order Survey Of Facilities
And Preparations To Enter
Business Next Season

Development of the citrus can-
ning industry along cooperative
lines through association owned
and operated canning companies has
been approved by the Board of Di-
rectors of the Florida Citrus Ex-
A survey of canning facilities to
determine what existing facilities
are needed has been ordered. The
directors also gave instructions to
prepare for business the coming
season, which will require prepara-
tion of samples without delay and
the solicitation of business soon in
accordance with trade custom.
Groups of associations would or-
ganize a canning company for their
territory, under the plan adopted.
These companies would be financed
by the incorporators with the assist-
ance of the Exchange which would
have supervision of the operations
and exclusive sale of the product
just as is done with fresh fruit.
All such cooperative plants
would put out a uniform product
under a standard set by the Ex-
change. Labeling would be uniform
and would carry the brand names of
the Exchange. The Exchange will
take steps to obtain from the Fed-
eral Department of Commerce
definite regulations and rulings on
standards of canned grapefruit and
other products.
These canneries would be fur-
nished their fruit by their incor-
porators on an equitable pooling
plan with pro-ration probably in the
ratio of respective investments. Any
additional supplies of fruit needed
would be supplied through the Ex-
Credit arrangements for the can-
ning companies will be sought which
will permit loans on warehouse re-
ceipts. It is hoped that these loans
will be in a proportion to take care
of packing and sales costs and a
reasonable amount for the growers'
fruit. The remainder of the gross
sales price above the amount ad-
vanced would be returned to the
companies as the sales of the prod-
uct are completed.
There are two cooperative can-
ning companies now in operation
and one frozen juice company al-
most ready for business. Indian
Riper Sub-Exchange has a plant at
Ft. Pierce, while the Ridge Citrus
Canners has been in operation for
several weeks. Four affiliations of
the Exchange are interested in the
latter. Florence, Winter Haven and
Auburndale associations have their
joint frozen juice company ready to

Bag Pack Popular
Two of the leading chain store
companies have given a test of the
bag pack, using bags of one-eighth
of a box size. Since the arrival and
distribution of the trial cars, each
company has ordered several addi-
tional cars with this pack.

Following an example set
by Thomas Edison, famous in-
ventor, at his winter home,
Ft. Myers, various cities in
the state added to their Red
Cross drought relief quotas
by the sale of oranges and
tangerines on the street.
Mr. and Mrs. Edison gave
$25 at the opening of the pub-
lic sale in Ft. Myers and were
quickly followed by guests
who added another $25, after
which other residents of the
city soon took the supply of
fruit donated by Ft. Myers
association Exchange.

Organization W ork,

Merger Negotiations,

Membership Plans Gain

Negotiations', for. the merger of
grower-shippers with the Florida
Citrus Exchange have nearly dou-
bled in number since Jan. 15 when
several were reported. In addition
considerable work has been accom-
plished in getting data concerning
non-member growers who are pre-
vented from joining the Exchange
because of financial obligation to
The organization department is
very much elated over the num-
ber of non-member growers who
have expressed favor towards
the Exchange and have indicated
that they would join if their finan-
cial bonds to private operators were
severed. Field men have made many
contacts to get the information they
seek and usually are able to get a
direct expression from the growers
whom they meet. Much of the in-
formation must be obtained from
the non-member growers which gives
the opportunity to learn their opin-
ions on marketing.
Dissatisfaction with existing con-
ditions is very noticable among the
growers. It was found that many
growers: were- so -hopeful that -this
season would not repeat the con-
ditions of 1928-29, previous big
crop year, that the disappointment
in results this season has brought
a bitter reaction. Field men report
that favorable sentiment toward the
Exchange and cooperative market-
ing is the greatest it has ever been.
The organization committee of
the Exchange is working on plans
for spring and summer activities.
As soon as data on non-member
growers, their crops and financial
obligations are assembled, the com-
mittee will consider plans to assist
these growers to become members.

A steam shovel is putting the cull
fruit under ground in the Winter
Garden section. This is reminiscent
of the eradication days but the pest
which the packing houses are now
seeking to avoid is not the fly but
unscrupulous truckers who would
raid dump piles for supplies.

Canned GrapeFruit Price Hits Bottom

As Canners Fail To Stem Disruption

Continued chaotic conditions in
the Florida grapefruit canning in-
dustry have brought the price level
for the finished product down to
within a few cents of $1 a dozen
cans. Continuation of this price
level threatens ruin or closed plants
to many canners.
According to authentic reports
the main price now is $1.07 a dozen,
less the trade discounts of five and
two percent. This makes the price
at the canning plant $1.025 a dozen.
At the peak of the season the price
ranged around $1.75 and higher a
dozen and at this price the canners
had no difficulty disposing of 1,-
000,000 cases by the end of the
Christmas holidays when predictions
were freely made in the industry

Prices Increase

When Exchange

Gains Control

Markets React Favorably
To Exchange Pressure:
Tree Prices Up Also

(Continued from Page 1)
they are entitled, they can compel
buyers to pay in line with market
The Exchange began exerting the
pressure of its control along the
first of the" month. Markets re-
sponded in a gratifying manner,
though it will take time to regain
the .full confidence of the trade in
Almost immediately after, specu-
lators became active recognizing
the Exchlange domination of the
situation' and sensing--that it was
utilizing all its influence for an up-
ward swing. Growers were inform-
ed both through the Exchange or-
ganization and by the press of the
changed situation with regard to
control within the industry and
were in a position to get some of
the advantage created for them by
the Exchange. Offers of $1 a box
on the tree became common while
for some lots of fruit speculators
were forced to bid up $1.25 and
more. This prevailed for Valencias
as well as midseason oranges.
The improved condition is ex-
pected to continue with a somewhat
rising tendency, depending largely
on the action of growers not in the
Exchange. It is expected that with
the information that these growers
have that they will act carefully and
not sacrifice their friut. Some out-
side growers already are anticipat-
iny $2 and more a box on the tree
for Valencias.

that the season's total would be
well in excess of 3,000,000 cases.
The demoralization has been a
boomerange to the canners, if they
had any idea that reduced prices
would increase trade demand. The
trade, anticipating a record season,
lost confidence in the canners and
is afraid to order in quantity. Pur-
chases are made to meet bare re-
quirements and carry the condition
that the canners must protect the
purchaser against any declines.
While the primary blame is laid
to the canners for the situation
which has developed, growers and
shippers are considered to have
been partly responsible. Whole
crops have been given the canners
at prices less than they were gener-
ally paying for cannery grade alone.
In spite of the fact that there, was
plenty of picked fruit available for
the canners, many growers and
shippers brought the canners drops
which they offered at any price. It
is difficult for many to understand
why drops were offered, as picked
fruit involved considerable cost to
the growers for picking and handl-
ing while the drops at the best
brought only a few cents more than
the cost of handling them.
Though the canners' were con-
fronted with this problem of cheap
fruit, it is incomprehensible to
many persons why such a small
group as the canners could not have
maintained the stability and fine
There is a growing suspicion
that the situation was engineered
or that several factors were pre-
pared for it in advance and abetted
the disorganizing tactics instead of
working to stem it. It is also is
considered possible that some of the
canning factors resented the idea of
the development of the industry so
that it would be more than a salvage
proposition and took advantage of
conditions to upset the plans. Most
canning industries have developed
along salvage lines, and the Florida
Citrus Exchange when it sought
contracts with canners found some
interests opposed the proposal to
develop grapefruit canning on a
higher plane which would give the
growers a fair profit above costs.

Amos 'n' Andy

Amos and Andy, famous raido
stars are enjoying more Seald-
Sweet grapefruit and oranges
through the courtsey of E. D. Dow,
Exchange traffic manager, who met
the two stars in Chicago recently
through a mutual friend. Mr. Dow
has received acknowledgement of
the gift with, compliments for the
fine quality of the fruit.


February 15, 1081


State Works to

Get Florida Man

Upon Farm Board

Believe Teague To Retire
From Board To Attend
To Private Business
Reports that C. C. Teague, presi-
dent of the California Fruit Grow-
ers Exchange, will retire from the
Federal Farm Board this summer,
have lead to a statewide movement
in Florida to have a Florida citrus
man succeed him. Florida's entire
delegation to Congress has pledged
its united support.
The first step which is being taken
is the organization of a committee
which will unite all agricultural in-
terest in the state. It is believed
that Florida's opportunity rests
solely upon unanimous support of
one man.
Sen. J. S. Taylor of Largo, men-
tioned prominently as one of the
leading candidates for the gover-
norship, has been designated chair-
man of the committee. Leaders in
the industry are now working to
select the committee membership,
primarily interested in making it
representative of every section and
every interest.
Mr. Teague accepted the mem-
bership on the Farm Board with the
understanding his services would
continue for one year. He was pre-
vailed upon twice to extend the
time six months. It is known that
he is anxious to get back to his
private and state interests, which
his federal duties compelled him
to neglect almost entirely. During
his visit to Florida he spoke with
great firmness of his intention to
retire from the Board, feeling he
could not longer sacrifice other in-

New Fruit Booklet

One of the most valuable and
interesting publications on fruits
and vegetables is "Florida Fruits
and Vegetables in the Menu"-Bul-
letin 46, just issued by the State
Department of Agriculture. The
author is Mary A. Stennis, consult-
ant nutritionist. It is available from
the Department of Agriculture.
The bulletin has been written
from the viewpoint of the nutritive
value of the fruits and vegetables,
still it includes hundreds of tested
recipes. It presents the latest in-
formation on the effects of cooking
fruits and vegetables, includes
menus and contains valuable food
tables for reference, besides iden-
tifying and discussing the nutritive
value of 75 vegetables and 100

Cincinnati Takes Up Recommendation To

"Drink A Pint Of Orange Juice A Day"
Cincinnatians by the hundreds are drinking their "pint of orange
juice a day"-juice from Seald-Sweet and Mor-juce oranges. The Ohio
metropolis literally is "plastered" with Seald-Sweet and Mor-juce banners,
to use the vernacular of the dealer service, as drug stores, cafeterias,
cafes and other refreshment places strive to catch a share of the big
juice business which has sprung up.
The big burst of enthusiasm followed a successful selling of the juice
idea to Dow Drug Company, one of the leading drug store chains.
Exchange dealer service sold the company on the idea of a good drink
for a dime. The company took up the idea in full measure putting up
the attractive Exchange banners of "Florida's Finest Fruit" to attract
the public. Offering the juice of two big oranges for a dime drink, the
stores touched the fancy of the public and a rush of business started.
All other distributors of refreshments, seeing the rush to the Dow
stores, followed suit with the result that Cincinnati from one end of the
city to the other fairly blossoms out with Seald-Sweet and Mor-juce
banners and it looks like almost every other Cincinnatian at least is
getting each his pint-of Florida orange juice.

Farm Board Member In

State To Help Organize

Vegetable Cooperative

Organization of the vegetable
growers of Florida toward a uni-
fied program and stabilization of
the trucking industry of the state
brought Charles S. Wilson of the
Federal Farm Borad to Florida last
month. Mr. Wilson and Kelsey B.
Gardner, specialist of the Farm
Board on cooperative organization,
were visitors to the offices of the
Florida Citrus Exchange.
Truck growers 'are making pro-
gress toward organization Mr. Wil-
son said while in Tampa. He spoke
of the Florida Truck Growers, Inc.,
which resulted from a series of con-
ferences held last summer, when
Mr. Gardned and several assistants
made a study of the Florida truck
situation and helped to lay the
foundation for cooperative action.
Mr. Wilson, accompanied by J.
Reed Curry, head of the organiza-
tion department of the Exchange,
visited many sections of the state.
With C. C. Teague of California,
he represents the fruit and vege-
table section of the Farm Board,
giving most of his attention to the
vegetable division.

Radio Helps Sale OF

Citrus Within State

With radio programs in various
parts of the country proclaiming the
merits of Florida citrus, it is in-
teresting to note the reactions to
radio effort within the state. Jack-
sonville dealers report two to three
times the usual sales since WJAX
of Jacksonville has been running
citrus announcements.
There are quite a few citrus radio
programs being broadcast at the
present time, most of which are for
the Exchange brands. In addition
to the regular Exchange contract
programs, there are several local
citrus broadcasts arranged for by
Exchange customers at their own
expense as a matter of cooperation

Exchange AFfiliations

Win Many Prizes at The
Florida Orange Festival

Grand sweepstakes and six of the
nine awards of the packing house
competition of the Florida Orange
Festival at Winter Haven were won
by associations of the Florida Citrus
Exchange, while sub-exchanges won
two of the three awards for the
commercial competition.
Florence association repeated its
victory of past seasons to capture
the grand sweepsteaks cup and
$1,000 after winning first prize in
Class A. Auburndale and Avon
Park, winners in Classes B and C,
respectively, competed with Flor-
ence for the grand prize. The cup
of the Secretary of Agriculture also
goes with the award.
Winter Haven Association was
runner up to Florence in Class A,
which includes houses which have
packed over 200,000 boxes of fruit
a season for a period of years.
Winter Haven Growers, Inc., re-
ceived third prize.
Lakeland-Highlands and L a k e
Alfred associations won second and
third in Class B for houses between
100,000 and 200,000 boxes a year
in the past. Lake Wales Fruit
Packers, Inc., and Highland Grow-
ers, Inc., won second and third in
Class C for houses under 100,000
boxes a season.
American Fruit Growers won the
first in the commercial exhibits en-
tered by organizations with several
packing houses. Chase and Lake
Sub-Exchanges won second and
Mrs. Inez Morrison of Florence
association defeated nine other
women in the packing contest with
a net time of three minutes and 44
seconds. Macon Peters of the Maxey
packing house at Frostproof won
over five other men with net time
of three minutes and 38 seconds.
Each received $25 while the houses
they represented were given silver

Exchange Canners

To Make Effort

For Min. Price

Outside Supply Reported
To Short: Recommend To
Leave Drops On Ground
Grapefruit canners having con-
tracts with the Florida Citrus Ex-
change will make an effort to stabi-
lize the price of cannery fruit at 50
cents a box and feel certain that
they can accomplish this if Ex-
change houses and growers will re-
fuse to sell any fruit to canners for
The canners are informed that
the Exchange probably has 70 per-
cent of the grapefruit left in the
state. It is stated that some out-
side canners who got supplies
from independent sources are now
having difficulty supplying their
needs. They now are trying to get
cheap fruit from Exchange houses
and growers, it is said. It is point-
ed out that if this can be prevent-
ed, they will be forced to increase
their price and will be unable to in-
dulge in cut-throat competition
heretofore practiced in selling the
canned product.
If it should develop that there is
a slight surplus of cannery fruit, it
is advised to dump this and main-
tain the price. It would be better
if a few cars were dumped than to
depress the price of all cannery
fruit to 25 to 30 cents a box. It
is urged also that drop fruit be
left on the ground. The fruit on
the trees must be picked and costs
the growe-s money, so picked fruit
should be used as long as it will
supply the cannery requirements.

Clermont Gains Many

New Members Without

Soliciting Contract

Without solicitation, Clermont
association has signed new members
with between 40,000 and 50,000
boxes of fruit since the beginning
of the season. Also, the association
has been notified by a large number
of growers that they will join next
season when they will be free of
percent ties.
Prices obtained by the association
through the Exchange have been
so much better than competitors
have paid Clermont growers that a
material reaction in favor of the
association and the Exchange has
resulted, Manager G. H. Williams
said. The reaction was noticable
right after the opening of the sea-
son and there has been no directors'
meeting this season without several
applications awaiting attention.


February 15, 1931

SEALD-5WEET CHRONICLE February 15, 1931

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.
Tampa, Florida
Postoffice Box 1108

Net Grower Circulation
over 12,000

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.

Vol. VI FEB. 15, 1931 No. 18

"Only Chance"
Arcadia Arcadian: During the
next few months an intensive cam-
paign will be in progress to increase
the control of the scope for the
Citrus Exchange so that it will be
able to direct the handling of at
least 75 per cent of the fruit crop
of the state and thus control ship-
ments and stablize marketing con-
The Arcadian does not pretend to
know all the ins and outs of the
fruit marketing problem, but it is
obvious to even the casual observer
that something must be done, and
soon, to save the industry from
practical chaos, and it is also ap-
parent that to do this the control of
the marketing must be centered
somewhere. The present splatter-
dash method of shooting fruit into
northern markets is ruinous.
The Citrus Exchange is a co-

The management of the Ex-
change says that the situation can
be handled and the industry made
to return a profit to the grower if
the growers will rally and link their
interests with the organization. On
the other hand, if the grower will
not endeavor to help himself to the
extent of pooling his interests
through the Exchange, the whole
industry suffers.
In view of the fact that the feder-
al government is joining forces with
the Exchange the Florida growers
should give the effort a trial. The
failure of the present system, or
lack of system, is painfully evident
on every hand. An effort which has
the support and co-operation of the
United States government certainly
warrants the individual grower to
do his small part by joining forces
and giving the plan a trial.

Eat More Citrus
The Palatka Daily News urges
Florida to consume more of its
citrus fruits and thereby not only
assist in the profitable disposal of
the state's leading crop, but help
solve the high cost of living and
promote health. It urges upon the
state press to assist in an "eat an
orange a day" campaign. Its edi-
torial follows:
Eat An Orange a Day
"The "buy a bale" and similar
movements of the past have come
and gone. They did some good.
although they did not accomplish
all that their authors hoped.
"One thing accomplished was to
publicize an unfavorable condition,
thereby contributing to its ameli-
"In Florida where a bumper
crop of juicy oranges is bringing
scarcely enough to pay the freight,
marketing conditions would be vast-
ly improved if each of the 1,500,000
residents would make it a rule to

operative organization, and the eat an orange a day. To maintain
federal government has recognized this average, quite a good per cent-

it as the only institution in the
citrus fruit industry in this state
which can receive the backing of the
federal department. Representa-
tives of the U. S. department of
agriculture are to assist in the ef-
fort to centralize the control of
shipments in this organization.
To get control it is necessary to
secure the cooperation of more
growers. It is said that the Ex-
change now controls only about
forty percent of the fruit. To get
this up to seventy-five per cent
means lining up many growers and
is a huge task. But it seems that this
is the only salvation of the industry.
The situation is one which must be
solved by the grower. Certainly he
is aware py this time that nobody
else is going to fight his battles for
him, and that he cannot fight them
successfully single-handed. His
only hope is in co-operation.



Rroducion of special "Eot More Fru I" page "Punh,%" oq DcemlOer 1 930, on whih 1te Fruit Trader Federans
hban- highly omplinunted.

Above is an example of British advertising in behalf of the "Eat More Fruit" campaign
which has so materially increased fruit consumption in Great Britian. It appeared in
"Punch", leading humorous paper. A copy was forwarded to the Exchange by S. B.
Moomaw, London, agent for the Exchange in its export of graepfruit.

age of the people would have to
eat more than one daily, but they
would not find this an especial hard-
"An "eat an orange a day" cam-
paign would be different from most
of those along this line that ahve
been waged before. It would be a
campaign of consumption and not of
hoarding. It would also be a cam-
paign for better health, one that the
doctors would approve as well as
participate in. And it would help
to solve the high cost of living, for
even grits and gravy are just as ex-
"The various radio stations are
already urging their audiences to
take a little orange juice before
breakfast. If the state press would
chim in and bolster up this appeal,
quite a good part of Florida's citrus
crop could be disposed of here at



February 15, 1931


Big Increase In Water
Shipment Of Citrus
Water shipments of citrus from
Tampa to Gulf and Atlantic ports
over the Clyde-Mallory lines range
from 25,000 to 30,000 boxes a week,
three times the movement of last
season, according to G. W. Barlett,
general agent. Savings in trans-
portation charges are estimated to
range from 25 to 40 cents a bov.
This shipment average would in-
dicate that 750,000 boxes or more
may be shipped from Tampa by
water this season. The port has
the advantage of location close to
large production which allows a
short haul. Special rail rates
also have been allowed to the Tam-
pa port to help build volume.
The business has grown far be-
yond the expectations of the com-
pany and taxes the facilities it has
available, according to Mr. Barlett.
It has three ships equipped.

Iltkpa-s' -

big diVidends


"Black Leaf 40" is the
"Old Reliable" recognized
control forAphis and Thrips.

"Black Leaf 40" kills not only
by direct contact (hitting) but
in extra measure by the nico-
tine fumes. This "extra measure"
of protection you cahnot obtain
from the non-violative
Ask your Experiment Station.

Dealers Sell
in several package sizes

Tobacco By-Products
& Chemical Corp.
1Louisville, Ky.
_C %(rJ 13

Teague Misunderstood
About Florida Acreage
Planted To Girapefruit

Unfortunate wording of a news
story out of Washington on com-
ments of C. C. Teague of the Fed-
eral Farm Board concerning grape-
fruit planting and the prospects for
the future caused a misinterpreta-
tion of what Mr. Teague said, and
has resulted in considerable criti-
cism of the Farm Board member
who has been an outstanding friend
of Florida citrus growers.
Statements of Mr. Teague on the
grapefruit plantings which existed
as of 1929 were construed to mean
new plantings of 1929. Mr. Teague
was represented as saying that of
147,000 acres planted in 1929 Flori-
da planted about 80,000 acres.
Knowledge of the acreage figures
would clearly indicate that Mr.
Teague meant total acreages as of
1929, for the total grapefruit acre-
age of Florida in 1929 was 80,000
acres of which, Mr. Teague said,
5,750 acres were non-bearing. This
clearly shows that Mr. Teague was
not speaking of new plantings in
With reference to Mr. Teague's
statement that disaster faced the
grapefruit growers, Mr. Teague
qualified his remarks with the state-
ment of a necessity for sharp cur-
tailment or of finding new markets.
Mr. Ttague expressed his alarm at
a rate of new planting which in
Texas had averaged 10,000 acres a
year for several years and was es-
timated to be about 20,000 acres
this year.
Mr. Teague, at the time of the
statement to the press, had just
returned from Texas where he had
received good response to an appeal
to citrus factors to work out plans
for a single organization. When
in Florida a few months ago, Mr.
Teague called attention to the grow-
ing citrus industry of Texas where
grapefruit plantings were coming
close in acreage to those of Florida.
He pointed out at the time the
necessity for both Florida and
Texas to organize their industries if
their futures were to be protected.

Better Label System Urged

Florida grapefruit canners should
adopt a system of labeling which
will show the consumers who is re-
sponsible for the product purchased
and what section it comes from, in
the opinion of Nathan Mayo, Com-
missioner of Agriculture.
Mr. Mayo pointed out that one
large canner in Florida uses a labed
which is misleading leaves the im-
pression that the product is grape-
fruit from another state. He stated
that proper labeling also tend to
discourage canning of an inferior

Clermont Member Wins
At South Florida Fair

Clermont association is highly
elated at the high standard of fruit
grown in its territory as evidenced
by the award of a prize on each
of five varieties of grapefruit en-
tered by a member of the associa-
tion at the South Florida Fair at
Tampa. In competition with every
section of the state, the five en-
teries captured two first prizes, one
second and two thirds.
The grower was Dr. G. H. Simmer-
man of Clermont and Philadelphia.
He was given first prizes for the
best Connor Prolific and Walters;
second and third for Marsh Seed-
less and third prize for Duncan.
Sharing Dr. Simmerman's plea-
sure over the awards was the
famous Connie Mack of the Ameri-
can League Athletice who has been
the guest of Dr. Simmerman at

Association Houses
Avon Park Citrus Growers Assn.
Clearwater Growers' Assn.
DeLand Packing Assn.
Eagle Lake Fruit Growers Assn.
Elfers Citrus Growers Assn.
Ft. Pierce Growers Assn.
Highland Park Packing House. Inc.
International Fruit Corp.
Fullers Crossing
Fort Pierce
Lucerne Park
Lake Alfred Citrus Growers Assn
Lake Garfield Citrus Growers Assn.
Lakeland Citrus Growers Assn.
Lake Hamilton Citrus Growers Assn.
Lake Placid Citrus Growers Assn.
Leesburg Citrus Growers Assn.
Manatee Citrus Growers Assn.
Minis Citrus Growers Assn.
Nocatee Citrus Growers Assn.
Ocala Fruit Packing Co., Inc.
Orlando Citrus Growers Assn.
L. R. Skinner
H. D. Ulmer, Inc.
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 vou.
Florida Brogdex Distributors, Inc.
Dunedin, Florida

31c a Box more because of


SIn December there were 815 cars of Florida oranges
sold in the New York auctions, 275 of which were
Brogdexed. The average price paid for non-Brog-
paid for Brogdexed fruit was $3.26 a box, 31 cents
paid for Brogdexed fruit was $3.25 a box, 31 cents
a box more. Much of the Brogdexed fruit was
shipped under standard vent which added from
20 to 25 cents a box more to the net return.

When prices are high and profits good a margin of
31 cents may not seem so important but when
prices are low and you are barely breaking even,
31 cents a box more becomes a matter for serious

So under present market conditions this 31 cent
margin of safety may easily represent the difference
between a profit and a loss. Many cars are not sell-
ing for enough to pay the cost of packing and
freight while others are not even making the
freight. The extra money realized from the use of
Brogdex in either case would make your settlement
sheets look a lot better.

The installation of Brogdex will put you on a bet-
ter return basis.

Tune in Monday nights at 10:30 Station WFLA


'I I

February 15, 1931



The annual meeting of the Lake
Hamilton Citrus Growers Associa-
tion at the packing house at Lake
Hamilton February 3rd at 10:00
A. M. drew an attendance of ap-
proximately' one hundred members
and growers. They displayed great
interest in the new packing plant
which is one of the finest on the
Ridge, being equipped with the most
modern machinery and splendidly
arranged for economic operation.
The juice stand near the packing
plant is a beauty and a splendid
advertisement for the Seald-Sweet
and Mor-juce fruits which are serv-
ed there.
J. Reed Curry, manager of the
Organization department, addressed
the growers on the progress that has
been made during the past year in
largely increasing the membership
and tonnage of the various associa-
tions throughout the State, estimat-
ed to be nearly 3,000,000 boxes of
new fruit for cooperative market-
Mr. N. D. Cass who has been
president of the association during
the past year and has been very
active in the development of the
association's affairs, made .his re-
port which included details regard-
ing the construction of the new
building, which cost approximately
$70,000, and emphasized the value
to all members of protecting the
Seald-Sweet brand which he said is
the great asset of all Exchange
growers, and urged them never to
ship fruith under that brand unless
it was of such quality as to deserve
being so marked. The association
has shipped to date approximately
65,000 boxes, including a proper
tinn for by-products plants.
Lee B. Andersop, secretary and
manager of the association, -gave
an interesting report covering de-
tails of the association's business
and expressing appreciation for the
loyalty which has been displayed by
all members of the association. By
unanimous vote, the, five cents per
box which has been used as a loan
fund was appropriated for the re-
demption in the future of outstand-
ing certificates.



Fruit Auctioneers
Fruit Auction Terminal
Rutherford Avenue
Charleston District
Ctler B. Dwmr, Fred'k L Springford
Harold Mil

Prepared for the Scald-Sweet Chronicle by
Horticultural Department, Lyons Fertilizer Company
When cultivation is resumed, grove should be harrowed
about every two weeks or after each rain, when the top
two inches of soil has become dry. Leave banks around
young trees until all danger of cold has passed.
Grapefruit trees should be sprayed at this time with strong
Lime Sulphur, or Bordeaux Oil Solution, if control of scab
is necessary.
The Spring application of fertilizer should be applied this
month. Formula analyzing from three to four per cent
ammonia, six to eight per cent available phosphoric acid, and
three to six per cent potash should-be-ased. .-. -
Prune dead wood from the trees before the new growth
Arrange for seed for your cover crop, so that you will have
it ready to plant.

The mushroom king of America
sees wonderful prospects for nation-
wide sale of citrus juice as soon as
adequate supplies are available to
the public.
Edward W. Jacobs of West Ches-
ter, Pa., called the "Edison of the
Mushroom", is wintering at St.
Petersburg, resting up from the
ardorous task of producing most of
the commercial supply of mush-
rooms. From a small beginning in
a box in a cellar, his industry has
developed to 105 special growing
houses, each 100 by 200 feet, and
a big canning plant with a daily out-
put of five to eight tons.
Citrus juice should make more
rapid advance in sales than the
mushrooms for already there is a
demand for the juice While mush-
room demand had to be built up,
Mr. Jacobs said.

N. D. Cass was re-elected unani-
mously to be president of the asso-
ciation for the ensuing year, and
other officers and directors, elected
were F. A. Holmes, vice-president,
W. A. Rubush, vice-president, F. O.
Sandberg, A. G. Rosell, D. P. Street
and C. C. Dye, with Mr. Street as
representative to the Polk County
Citrus Sub-Exchange. Mr. Ander-
son was unanimously re-elected as
secretary and manager, and the
Bank of Lake Hamilton,was desig-
nated as treasurer.
The Lake Mamilton Association
members are planning for continued
progress and development by united
efforts and the determintaion ex-
pressed by various members indi-
cates that this association will con-
tinue in the lead in cooperative

Associations of the Florida Citrus
Exchange are giving fine response
to the request to select organization
committees to assist in increasing
the membership of the Exchange
and building favor for cooperative
marketing, reports J. Reed Curry,
manager of the organization de-
Most of the associations now
have these committees and in some
instances the entire board of an as-
sociation has volunteered for ser-
vice, Mr. Curry said. In a recent
bulletin, Mr. Curty stated:
"We realize the great opportunity
which now exists for obtaining new
members in all sections of the
state. Never before have conditions
been so extreme as to compel the
'thoughtful interest: lof so' many
growers in getting necessary plans
for a better marketing system.

An essay competition for adults
on the topic "How Can the Citrus
Industry of Florida be Effectively
Organized" has been added to the
program of the Eisteddfod of the
Scenic Highlands at Lake Wales,
March 4. The Florida Citrus Ex-
change, the Clearing House and the
Committee of 50 have been invited
to appoint judges. Essays will be
received by Grosvenor Dawe, sec-
retary of the Associated Boards of
Trade of the Florida Scenic High-
lands, Lake Placid, on or before
Feb. 20. The limit of the essay is
2,000 words.

G. A. Hunter, manager of Uma-
tilla association, has been seriously
ill with the "flu", but is now almost
fully recovered.

Recommendations of the Com-
mittee of 50 for improvement of
citrus maturity standards, recently
issued, are considerably more dras-
tic that those of Commissioner of
Agriculture Nathan Mayo and pro-
pose that enforcement be placed
with the State Plant Board.
The Committee apparently does
not favor a change in the final in-
spection date, now December 1, for
oranges and grapefruit, but for
tangerines it recommends Decem-
ber 1 instead of November 15 as at
Higher ratios are proposed by the
committee for both oranges and
grapefruit, with the ratio for tan-
gerines to remain the same as in
the present law. Materially larger
juice content for the different sizes
of grapefruit is recommended by
the Committee as compared with
Mr. Mayo's suggestions.
The Committee recommends a
minimum ratio of nine to one for
oranges compared with 8.50 to one
suggested by Mr. Mayo. For grape-
fruit it recommends the same mini-
mum, 6.50 to one, as does Mr. Mayo,
but specifies that for total soluable
solids of 9 the ratio to acid shall
be seven to one, where Mr. Mayq
recommends this ratio when the
solids total 8.50.

The grapefruit canning plant of
the F & M Packing Company at
Brooksville began operations the
first of the month. It will be operat-
ed at reduced capacity for several
weeks on a schedule of 200 to 300
cases a day. Season's output is ex-
pected to be about 75,000 cases.

Bowling Green association had an
attractive display at the Hardee
County Strawberry' Festival a t
Bowling Green, last month.

Ortho sprays for citrus pests,
are proven in the orchard and
tested in the laboratory-the
world's mostwidely used citrus
sprays. Write for new folders.

61 W. Jefferson St.,
Orlando, Florida


February 15, 1931


World's Largest Citrus Packing House
The honor of having the largest plant capable of packing more than
packing house in the world returns 1,000,000 boxes a season.
to the Florida Citrus Exchange The new plant succeeds a pioneer
through Florence association's new plant which carried cherished mem-

ories to many men in the industry
today. It was the "mother" plant
of the Exchange out of which
figuratively the Exchange was born
under the careful nurturing of Dr.
F. W. Inman, called the "Father of
the Exchange." Part of the old
plant, sturdily constructed of brick,
was the packing house of Dr. Inman
and his associates for years prior to
the organization of the Exchange.
It was added to as volume increased
keeping the association to the fore-
front as the biggest in the organiza-
tion with the exception of only one
Operation of the old plant con-
tinued into this season and it still
serves an active purpose of another
pioneering nature. In it is located
the frozen juice plant which Flor-
ence, Auburndale and W i n t e-r
Haven associations will operate for
the balance of the season under the
name of the Florida Juice company.
The fine, new plant is located
across the railroad from the old, on
a site which the association has had
for many years in expectation of
future need. There are spacious

grounds around the new which will
be beautified.
The exterior dimensions of the
building are 200x300 feet. It is
constructed of steel, concrete, tile
and brick. On the north end is
a platform, 20x200 feet in size,
where fruit is removed that goes to
the canning plants. On the east
side there is a receiving platform.
12x300 feet in length, while the
loading platform, 10x300 feet is on
the west side nearest the railroad.
Also on -the west side are the 15
pre-cooling rooms, 14x30 feet in
size, each having a capacity of
400 boxes, or a total of 6,000 box-
es. On the west side of the plant
proper are the 13 coloring rooms,
each with 875 box capacity, or a
total of 11,400 boxes. They are
equirped with the Hale coloring
units, these units being located over
the rooms on the east mezzanine
floor of the plant.
The main plant covers a floor
space of 60,000 square feet, while
the two mezzanines are 40x300 feet
each, adding 24,000 square feet to
(Continued on Page 8)

SRendering One and All

A Sincere Auction Service

Pennsylvania Terminal

Auction Company


Use the "PENNSY to PHILLY"


spending WISELY

Use NACO brands NOW

M ORE GROVES than ever before are getting an ap-
plication of NitraPo this Spring. If you are holding
back grove fertilizer, you will be surprised to know how
very reasonable per tree an application of NitraPo will
Those who want a fertilizer with punch and staying power,
too, are using PERUVIANITE. There are three analyses,
9-9-9, 6-12-6 and 6-12-12 . one of these will suit your
grove. A new folder describing PERUVIANITE is ready.
Write for it
NACO regular brands of mixed fertilizer now contain a
.arger percentage of Genuine Peruvian Guano than ever
before . that's why growers over the state are showing
an increasing preference for NACO Brands.





February 15, 1931

1EL-WE CHOIL eray1,13

Manager Writes Good Cooperative Argument

In a newsy letter on conditions in
the citrus industry, Manager Ray G.
Carleton of Lake Garfield associa-
tion presents the members with a
very conclusive argument for Ex-
change control of an adequate per-
centage of the crop.
"We are going to inaugurate a
campaign for a grower-controlled
organization controlling what will
be necessary to stabilize the indus-
try," Mr. Carlton informed his
growers. "One hundred and fifty
various operators can never success-
fully merchandise the volume which
is increasing so rapidly in the state.
Texas must be recognized as a
potential competitor for the pro-
duction of grapefruit. They now
have as many trees set to grapefruit
as we now havt in Florida-how-
ever, only 17 percent are in bear-
"With one organization in con-
trol of 75 percent we can then mer-
chandise the citrus crop with a
marked degree of orderliness. We
can regulate our shipments consis-
tent with the existing demand in the
various consuming centers. With
the grower in control, he can then
have something to say in regard to
the price for his product.
"Cooperative marketing is a busi-
ness enterprise, the principles of
which are recognized by our Nation-
al Government as sound and funda-

mentally economic. But ever since
time there has been a disturbance
among producers of the different
commodities of this country, and it
seems they become no wiser even
though they suffer the pangs of
financial distress as a consequence
to their riotous methods of market-
ing their products.
"It is true that many growers
get satisfactory prices for their
fruit marketed through independent
shippers. Their business is legiti-
mate and there are very few dis-
honest ones, but there are simply
too many marketing agencies com-
peting against each other at the
expense of the grower in the ulti-
"These same shippers who mar-
keted the growers' fruit on a broker-
age basis, now have men out offer-
ing to buy the remaining mid-season
oranges and valencias at prices
which will undoubtedly show them a
good profit, which should belong to
the man who grew the fruit and
sweated the cold sweat for the past
two months.
"The independent shipper would
fare much better if the Exchange
had a substantial control of the
crop. He could buy the volume re-
maining uncontrolled with a feeling
of safety. The jobber or dealer in
the market could also purchase
with a feeling of safety. As it is

Route Your Perishable Traffic












Philadelphia, Pennsylvania

Baltimore, Maryland


now, one jobber, for instance, pur-
chases a car of U. S. No. 1 oranges
at $2.00 fob; another jobber next
door purchases car of a different
brand from another shipper which is
also marked U. S. No. 1 at $1.75,
and, to make jobber number one's
sales efforts more burdensome, a
jobber down the street gets two
cars on consignment from two little
Florida shippers who are unable to
consummate a sale.
"When the wholesaler purchases
California fruits he canr est assured
that his neighbor has none on com-
mission or has not purchased for a
quarter to a half dollar less money.
"Consider this seriouslyi and lets
all try to bring Florida's major in-
dustry out of a state of chaos into
one gigantic, profitable, business
enterprise through grower controll-
ed cooperative marketing."

Largest Packing House

(Continued from Page 7)
the area, making a total of 84,600
square feet in the building, or
nearly 24,000 feet more than the
next largest packing house in the
world. The main span in the plant
of 108 feet and the height from
the floor to ceiling is 36 feet.
Thirty-two large sky-lights admit

natural light for the workmen.
The west mezzanine floor will be
devoted to the crate material and
crate-making departments, the lat-
est type conveyances being used to
carry the finished boxes to the
packers on the floor below. On the
east mezzanine is located the plant
superintendent's office from which
he can see operations in every part
of the plant. Visitors will not be
allowed on the main floor but will
be taken over the east mezzanine
from which vantage point they can
easily follow the entire working of
the big plant.
Two Units
On the main floor are located the
two units of the plant-one con-
sisting of four 40-foot sizers and
the other of six-40 foot sizers, The
plant superintendent is Lorin T.
The association, which last year
shipped 379,223 boxes of fruit has
shipped more than 5,304,879 boxes
since its organization in 1909. The
present board of directors includes:
A. M. Tilden, president (since
1922); C. H. Thompson, vice-presi-
dent; C. H. Henson, secretary and
treasurer; Geo. E. Koplin, H. W.
Ambrose, F. E. Brigham, W. R.
Hill W. B. Hills, G. C. R. Grandy,
W. C. Van Clief, John A. Snively
and J. D. Nagle, Jr.

There is just one reason why


should use these fertilizers


CcUinEm Nit


IT'S not because they are the most talked
about fertilizersin Florida (though they are)
.. .It's not because other Florida growers
are using them to the tune of 453% increase
over last year (though they are) ...
S No-there is just one reason why YOU should
use these fertilizers-it's because they produce
ate better crops and make more money.
NITROPHOSKA (the high-analysis complete
fertilizer, made in eight different grades to meet
practically every ratio requirement) feeds the
crop from start to finish. It is an even-feeding
fertilizer-BOTH quick.acting and long-lasting.
CALCIUM NITRATE (nitrate nitrogen
combined with lime) is quick-acting and supplies
Send for the soluble lime so necessary to citrus and other
Free Book crops-even in soils already rich in limestone
and other calcareous matter.
CALUREA (Calcium Nitrate combined with
Urea) is a crop booster that supplies both quick-
acting and long-lasting nitrogen in one material.
Turn to Nitrophoska, Calcium Nitrate andCal-
urea-not because so many other Florida grow-
ers are doing so-but for the same reason they
are doing so: To produce better crops and make
more money. Write for our free booklet,' Better
Crops at Lower Cost." Use the coupon below.
Atlanta, Georgia Plant City, Florida
Distributors: JACKFON GRAIN CO., Tampa, Fla.

Tampa, Florida, Dept. D.
Please send me a Copy of your free booklet "Better Crops
at Lower Cost." This does not obligate me in any way.
I grow.-.....acres of citrus.......acres of truck crops
P. 0 County_.....State.....


February 15, 1931


What of

The Future?

In the near future citrus growers' problems will be solved, citrus
marketing problems will be solved-they must be-to a point
where the individual grower will reap a gratifying profit on his
monetary and physical investment. As a matter of absolute truth
-the Citrus Industry will BE JUST EXACTLY WHAT THE

Only three points in the United States-Florida, California and
Texas raise citrus fruits in commercial quantities. This means
that the fruit growers of these states hold a virtual monopoly on
citrus fruit-and properly distributed, the citrus growers will reap
their full measure of profit from this monopoly just as surely as
do the shareholders in steel, oil, or radio or the owner of a patented
article for which there is a popular demand.

So we repeat that the future of the Citrus Industry will be just
what the growers make of it-and it is our sincere belief that the
year 1931 will see much more made of his opportunities than
the grower has ever made of them before.

Lyons Fertilizer Company
807 Citrus Exc. Bldg. 4th Ave. & 35th St.
QUALITY FERTILIZER This advertisement repeated at
FOR the request of many citrus

This is one of a series of articles on the Citrus Industry in Florida.

~c_ ~ s-


February 15, 1931


Views from the
Fourth Annual

Florida Orange Festival
Winter Haven
January 27-31, 1931

-?LL 'C
4*.-. -.~


0%.o90A c rU


February 15, 1961

L o l C S L 'i p




February 15. 1981SALSWECHOIL

Reproduction of Exchange advertising appearing
in large markets throughout the North.

To MoveYour Fruit

The Florida Citrus Exchange advertising campaign
climbs to its peak of action this month.
Color pages in the American Weekly, Collier's,
Liberty and Physical Culture are carrying the story
of Exchange fruit into millions of homes. Radio
stations are broadcasting the healthfulness of the
fruit and the quality of the brands to thousands of
homes in many markets.
Huge, well placed posters, such as are reproduced
in the center, above, are an added medium used to
repeat the message in most metropolitan centers
day and night with all the eye appeal of color.
Smaller posters in full color on subway and ele-

vated platforms in New York and Chicago add to
the total of consumers reached.
Newspaper advertising swells the total.
And, in addition, dealer service men throughout all
sales divisions are constantly at work with the
trade selling Exchange brands, decorating win-
dows-helping the retailer move your fruit into

And this is just a fraction of the "plus" value of
the service you obtain through your organization,
the grower's cooperative, operated at cost for your



February 1I,. 1931





-.'I '

G-i-e z4 *ede 7/me-


bloom that stays, strong growth and vigorous,
healthy trees form the foundation of a successful
crop. Only a combination of these three vital
elements yields the best crop results-and many success-
ful growers say that only IDEAL FERTILIZERS give
this combination in greatest measure.
The time of the Spring application of fertilizer is the
time of development. It is the time your crop is formed
-the starting point. Later applications influence the
size and richness of your fruits but they can't do full
justice when a poor crop is set.
A citrus tree's seasonal stages each year correspond
to the life-cycle of a human being. And the Spring
awakening of a tree corresponds to human childhood.
Like a child the tree in Springtime needs plenty of well-
balanced food to insure vigorous growth and quick,
abundant energy for luxuriant blooming.
To obtain this well-balanced, result producing Spring
ration, use IDEAL FERTILIZERS. These fertilizers are
scientifically prepared to meet the sharply defined needs
of your grove at any season. For 38 years Florida grow-
ers have been using IDEAL brands for all applications

Write for this free booklet by
Bayard F. Floyd, noted author-
ity on citrus culture. It con-
tains valuable information con-
cerning Spring citrus fertilizing.

with satisfying knowledge that they were giving their
trees exactly-balanced high quality plant food.
Proper Spring fertilizing makes a decided difference
when you count your profits. IDEAL BRANDS have
been proper for all applications for 38 years. Use
IDEAL FERTILIZERS this Spring to produce lusty
growth, vigorous health and a luxuriant bloom. If you
need fertilizing advice, write and we will be glad to
send one of our field representatives without cost to. you.



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