FIOP!da citrus commission
COMMISSION MEMBERS STANDING COMMITTEES
P- 0. BOX 148
FLORIDA CITRUS COMMISSION ZIP 33802
1115 E. MEMORIAL BLVD. TELEPHONE
GENERAL MANAGER AREA CODE si3
EDWARD A. TAYLOR LAKELAND 682-0171
September 6, 1966
The Honorable Haydon Burns
Governor of Florida
Dear Governor Burns:
Transmitted herewith is the annual report of the Florida Citrus
Commission for the 1965-66 season.
The Commissioners and staff feel this season represents one of
the most progressive and successful in the history of the citrus industry) in Florida. One of the most significant developments was the industry's decision to authorize a new, improved frozen concentrated orange juice.
This product, which was packed during the entire season, will be introduced to the market during the 1966-67 season, and early indications are the improved product will be acceptable -to long-time users and to
those trying concentrate for the first time.
We are proud of this better-tasting frozen concentrated orange
juice, which is another in a long line of quality Florida citrus products,
and we feel certain that you will share our enthusiasm.
The 1965-66 season was one of the largest in terms of fruit harvested. The final tabulation by the United States Department of Agriculture' s Statistical Reporting Service placed the total Florida citrus crop at 139, 600, 000 boxes of fruit. This included 100, 000, 000 boxes of oranges,
34, 800, 000 boxes of grapefruit, 3, 600, 000 boxes of tangerines, and
1, 200, 000 boxes of murcott oranges.
A new table of organization for the staff was adopted by the Commission during the season and newly created positions have now been filled. The changes are expected to greatly facilitate the work of the
Commission and to increase services to the industry.
We are appreciative of your cooperation and thank you for your
interest in the citrus industry of this state, and in the work of the Commission in promoting this great industry.
STATE OF FLORIDA
$75,400 went into Sunday supplements advertisements in behalf of the special grapefruit spoon promotion.
A total of 311 announcements over 240 stations in the CBS radio network for fresh oranges was listed at a cost of $198,300, with spot television of 400 announcements in 16 markets costing $84,700. A special promotion for the squeaker juicer was budgeted at $33,500 for advertisements in the comic sections of newspapers, and at $17,000 for three Saturday daytime television presentations.
The processed grapefruit program listed $201,500 for 316 announcements over 240 CBS radio network stations, with $1,000 for a special test of grapefruit sections.
Local radio announcements totalling 500 per week in 61 markets were to cost $136,800 in the promotion of chilled orange juice. The NBC radio network was to air 90 announcements over 200 stations for an amount of $52,600.
Most of the budget for single-strength orange juice -$158,000 -was listed for 270 announcements over 200 stations in the NBC radio network.
An amount of $40,000 was earmarked for 10 daytime participations on the ABC television network in behalf of tangerines, while $25,100 was listed for newspaper announcements in the top 22 markets.
Spot television announcements - 220 in number
-were to be telecast in the top 12 markets for the promotion of Temple oranges, at a total cost of $52,000.
Not included in these total costs were the charges -for preparation of advertisements and announcements, which ranged from $2,500 for the Temple oranges program to $82,500 for frozen concentrated orange juice.
The over-all consumer budget also listed $40,000 for trade and miscellaneous advertising, $27,000 for institutional promotional efforts, and $38,000 for the Florida Citrus Showcase.
While the advertising program, as finally revised, was accepted as fact, the effects of freezing temperatures on the night of January 30, 1956, caused an immediate cancellation of $650,000 in
The original budget for consumer advertising was established on July 1, 1965, in the total amount of $3,306,750, and included special fresh promotion funds that had accrued to the orange, grapefruit and Temple orange accounts.
The advertising agency, Campbell-Ewald of Detroit, began early plans, outlining recommendations for a program that would accomplish objectives formulated by the Commission. Among these objectives was a directive that the public be told of the superior value of frozen concentrated orange juice as related to the juices, drinks and synthetics readily available on the market. The matter of synthetics was receiving increasingly more attention from not only the members of the Commission, but from the industry at large.
Not long after'the budget allocation for the season was released, Campbell-Ewald made the first presentation of advertising plans. Staff-agency re-c onside ration of the program, based upon a different format, was recommended by the Commission, which subsequently began discussion into the possibility of changing advertising agencies.
In the meantime, new staff -agency recommendations were accepted by the Commission, involving budgeted amounts of $621,800 for frozen concentrated orange juice, $477,500 for fresh grapefruit, $392,200 for fresh oranges, $245,600 for processed grapefruit, $206,000 for chilled orange juice, $176,000 for single-strength orange juice, $71,000 for tangerines, and $54,500 for Temple oranges.
Of the total for frozen concentrated orange juice, about $281,000 was allocated to the NBC radio network, with 480 announcements over 200 stations. Another $159,700 was earmarked for spot television for 1,200 announcements in the top 26 markets. Newspapers in 26 markets were to receive $73,400 in advertising lineage, and $25,000 was to be spent for local radio programming in the Canadian markets.
The CBS radio network use of 299 announcements over 240 stations was to account for $190,600 of the amount budgeted for fresh grapefruit. Cost of spot television of 800 announcements in 19 market areas was $123,200, with $25,000 allocated for Canadian radio announcements. An amount of
advertising schedules. This total included all cancellable advertising on the Commission books as of January 31, 1966, with the exception of network radio.
A breakdown of cancellations by varieties and products showed that the dropping of all remaining newspaper advertisements for frozen concentrated orange juice involved $380,000 while cancelled local television for this product amounted to $91,600. Cancellation of local radio for chilled orange juice amounted to $50,000; local television for frozen concentrated grapefruit juice and sections, $44,800; local television for single-strength grapefruit juice, $40,400; local television for Temple oranges, $15,000, and miscellaneous, trade, and institutional advertising, $28,000.
With these cancellations, the Commission was left with a reduced budget of approximately $1,000,000 in a combination of radio programming, involving both the CBS and the NBC networks. During the period of uncertainty as to the extent of damages from the cold weather, this plan provided excellent, very flexible, and broad umbrella of advertising until that time when more accurate crop damage evaluations could be made.
Subsequently, nearly $323,000 of the advertising cancelled was returned to the budget and applied to the accounts of those varieties or products from which originally deleted.
The Commission, at this point in the season, called for presentations by a number of interested advertising agencies, looking toward the possibility of employing a new agency for the consumer advertising account. Conferences and discussions of this possibility continued until March, when the Commission voted to employ Lennen & Newell of New York City as the consumer advertising agency, effective June 3, 1966.
The transition from the old agency to the new was completed in June with no major problems, with Lennen & Newell assuming responsibility for the remainder of the 1965-66 advertising program.
Late in the 1964-65 season, the Commission was called upon to administer a special coupon redemption program in excess of $3,000,000, to be financed primarily by processors. Media costs for this campaign, conducted exclusively for frozen concen-
trated orange juice, were placed at approximately $1,736,800. Other expenditures involved in the program, such as redemption, and legal and merchandising costs, raised the total beyond $3,000,000. By the close of the 1965-66 season, more than 12,000,000 coupons had been redeemed from a total coupon distribution of slightly more than 200,000,000 coupons through magazines, newspapers and point-of -purchase locations.
The Sell Florida First program touched several promotional high spots during the season, especially with a chefs' recipe booklet, and with auto bumper plates and directories featuring the Orange juice Break. This program works through public food establishments to reach the 16,000,000 tourists who visit the state annually, encouraging increased use of Florida citrus fruits and products. Colorful display materials were designed for use by food dispensers, and added messages were delivered through radio and television announcements and highway billboards.
The "Famous Florida Chefs' Favorite Citrus Recipes" booklet, with contributions from chefs of leading hotels and resorts in the state, proved popular enough that the Florida Gift Fruit Shippers Association and 10 other organizations purchased additional copies for distribution.
More than 15,000 Orange juice Break tags were placed on automobiles in the state through cooperation of various organizations. The Break received added support from billboards, from a special supplement edited by the Miami Herald, and as a feature of the first annual Florida Citrus Open golf tournament at Orlando.
Approximately 1,000 restaurants cooperated by participating in the Commission's free orange juice break, an offer made through the Orange juice Break directory, which was distributed by airlines, welcome stations and resorts in Florida.
The Commission distributed 12 educational films during the season-a documentary, five brief citrus food preparation movies, two on beauty care, and three emphasizing the importance of citrus in physical conditioning and athletic diet. The most recent of these is the "Wonderful World of Water Sports" and presents a famous swim coach's use of orange juice in the training routine.
a week of orientation, which consists of briefing on operational activities related to the headquarters office, and a tour of all segments of the citrus industry.
Throughout the year, periodic statistical reports, bulletins, memorandums and releases insure that every representative is informed and prepared to conduct merchandising activities at all levels of the trade.
During the 1965-66 season, the field force made 114,000 contacts with leading trade factors, and constructed more than 25,361 displays for retail food markets. More than 12,000,000 pieces of promotional materials were distributed to the trade, including mobiles, back-bar strips, price cards, brochures, and other items boosting Florida citrus.
The field -force arranged in excess of 1,700 in-store sampling demonstrations for frozen, fresh, chilled and canned citrus products.
Promotions were conducted in several thousand key supermarkets in relation to customers, and more than 340 incentive promotions were staged for personnel of leading chains and trade organizations. The incentive programs were supported by newspaper tie-ins, special store bulletins, feature pricing, and added display space for products.
The Commission played host to approximately 1,100 leading buyers, merchandisers, advertisers and other maior contacts in a series of 10 trade luncheons during October and November. In addition, smaller meetings were conducted in cooperation with individual chains and groups in other areas. Maior markets in which luncheons were staged were Atlanta, Cincinnati, Chicago, Detroit, Boston, New York, Philadelphia, Washington, Los Angeles and-San Francisco.
The field staff also worked in close cooperation with newspapers, magazines, radio and television stations which participated in Commission advertising schedules. Media staff cooperated with Commission representatives in securing participation by the trade in the advertising efforts.
Another intensive promotional campaign was conducted with the Florida Tangerine Cooperative during peak of the tangerine season. Similar campaigns were staged.in behalf of Temple oranges
The Commission maintains an effective contact with the food trade through the Merchandising Department, which includes a field force of 65 representatives located in key market areas of the United States and Canada.
Originally, the field staff numbered two men, but the importance of this function has grown through the years to the point where the Commission required representation in all leading citrus markets. Today, the staff lists three divisional managers, with offices in New York, Chicago and Los Angeles; eight district managers, 17 area managers, and 37 merchandising specialists, plus one district manager in Europe.
Purpose of the Merchandising Department is to plan and execute promotional programs that will increase the consumption of all Florida. citrus in all salable forms. This objective is achieved through an effective working relationship with leading trade factors in the United States and Canada directly or indirectly associated in the sales, promotion, distribution or handling of Florida citrus fruit and products.
Through regular contacts, the field representatives keep major food chains and voluntary groups posted on crop expectations, inventories, merchandising opportunities, and advertising scheduled, in addition to constructing in-store displays, reviewing and ordering available point-of-purchase materials, and arranging tie-in promotions for citrus.
These contacts cover fresh and processed fruit brokers with leading food chains, auctions in terminal markets, fresh fruit wholesalers, receivers, distributors, wholesale grocers, leading independent food stores, restaurant and hotel organizations, drug and fountain groups, dairies, and other major groUDS involved in handling citrus.
The success and far-reaching effectiveness of this phase of the Commission's promotional program is documented by the hundreds of letters received during the year from trade factors, and by periodic reports made by the field representatives.
To keep the field force alerted to the latest merchandising techniques and coordinated to Commission Promotional efforts, divisional meetings or seminars are conducted at least twice each year. New field men generally are brought to Florida for
and tangelos, with incentive programs and special point-of-purchase display materials being used to fullest advantage in all three promotions.
The Commission purchased exhibit space in 19 national conventions and participated in 52 others related to the food, health and education fields. This program has been declared extremely effective as a means of gaining exposurefor Florida citrus before members of these select groups, and has been equally effective in stressing the nutritional values of citrus.
The Commission-conducted special coupon campaign for -frozen concentrated orange juice received the wholehearted support of the Merchandising Department. A wide selection of point-of-purchase display materials was distributed to leading retail food markets. More than 1,300 sampling demonstrations for frozen concentrated orange juice were conducted in conjunction with the Commission's newspaper advertising campaign which carried millions of redemption coupons.
Working with an international appliance manufacturer, the Merchandising Department developed a new electric home-use Florida juicer during the season. Consumer tests were conducted in the Philadelphia market area in cooperation with a major food chain and the results are being studied and evaluated. Early indications point to a fine potential for the juicer as a merchandising tool in stimulating demand for citrus, particularly oranges.
A compact "supermarket" was installed by the Commission in the Festival of Florida Foods at Orlando, offering opportunity for a taste-test of the improved frozen concentrated orange juice.
Approximately 200 key supermarkets in Central Florida agreed to use in-store displays of special merchandising materials to promote the first annual Florida Citrus Open golf tournament conducted at Orlando during March. Specially designed eightcolor display pieces for citrus products were credited with building interest in the event.
The field staff continues to devote 10 per cent of the regular merchandising schedule to efforts in the institutional field. In addition, the staff gathers samples of frozen concentrated orange juice from retail markets across the country for quality tests and evaluation by the U.S. Department of Agricul-
ture. The field men also conducted 60 samplings projects in major markets, discussing the care, handling, and storage of frozen citrus products.
Purchase orders for 216 printed and manufactured merchandising items were processed during the season by the Production Department. Records
-for the season show the warehouse prepared and shipped 10,750,000 pieces of point-of-purchase inaterial and literature to fill individual orders. More than 651,000 pounds of this material was assembled, wrapped, packed and assigned to the REA Express Company, truck lines and air freight for shipment to all areas of the United States, Canada and a number of foreign countries.
Display material in more than 236 kits, generally tailored to order, was assembled and shipped to food stores and to institutional and merchandising personnel. Steel shelving and the acquisition of a high-lift truck have increased efficiency and increased space in the warehouse.
The most notable development in the Commission's European Program this season was the establishment of a "Third-Party" cooperator plan for the promotion of frozen concentrated orange juice in the United Kingdom. Under this plan, distributors of Florida concentrate in the United Kingdom could advertise the product and be eligible for monetary support from the Commission and the U. S. Department of Agriculture through provisions of Public Law 480, with each party contributing one-third of the cost. The plan proved effective and is being studied for use in other Western European countries.
The Commission also conducted advertisingmerchandising-promotion programs in France, Germany, Netherlands, Sweden, Belgium and Switzerland, marking the loth year of such activity in most of these countries.
To maintain the image of Florida citrus fruits and products in the Western European market, the commission continued to participate in major trade fairs, where Florida citrus was displayed and sampled by prospective consumers and trade factors. Institutional programs were continued in Germany and Switzerland and expanded efforts were made to develop point-of-sale materials to support all citrus exported by the Florida citrus industry.
maintain the interest of these professionals in Florida citrus fruits and products.
One of the strong appeals of "Nutrition Today" is the diversification of information offered the reader. The wide variety of articles helps to solidify the position of citrus in the nutrition field.
Earlier in the season, the Commission continued to direct advertising messages to the professional groups, stressing the superiority of natural citrus fruit and products over synthetic products and imitations. As in the past, this program sought to establish a strong and favorable image of Florida citrus and the Commission, and to emphasize the need and importance of citrus in specific medical conditions. Eight such advertisements appeared one or more times in 30 leading medical publications, recommending citrus fruits and juices as wholesome and pleasurable components of a normal, natural food diet.
One advertisement, displaying -a glass of cold orange juice, informed the professional readers "if it were only mediocre, it would have no imitators."
Grapefruit was boosted in an advertisement that described the fruit as "just what the doctor ordered " for every age group as a source of vitamin C.
Young acne patients were invited to drink as much orange iuice as desired without fear of harm to the skin. The satisfying combination of vitamin C, vitamin A, enzymes, proteins and flavonoids into a tasty, refreshing glass of juice does not aggravate acne, readers are told.
Internal medicine specialists are contacted through an advertisement conveying the contribution of citrus products as an important source of potassium and as a suitable part of the low-sodium diet. The importance of orange juice as a natural source of vitamin C in the feeding of infants was stressed in an advertisement directed to pediatricians. Another advertisement summarizes the results of research that measures how vitamin C affects oxygen utilization, the factor believed to explain the efficiency of athletes given orange juice.
Orange juice is featured in two other advertisements, one recommending the juice in the diet of small children, and the second urging the juice as a step toward good oral hygiene.
Plans now call for Commission advertising messages to appear only in "Nutrition Today."
MEDICAL ADVERTISING I
The most significant event of the 1965-66 season in the area of Commission medical advertising was the appearance of "Nutrition Today," a quarterly magazine sponsored by the Commission for the purpose of posting the health profession on developments in the field of nutrition. First issue of the magazine, which is edited and published by Cortez F. Enloe, Inc., of New York, the Commission's professional advertising agency, appeared in March and was received with enthusiasm by physicians, dietitians, nutritionists, nurses, medical school staffs, community health organizations, and public health officials.
The magazine was established as the result of a survey made in October of more than 4,000 members of the nutritional and health professions, a survey that drew immediate and enthusiastic response.
An independent advisory board of nutrition authorities in the fields of public health, academic and clinical medicine, biochemistry and home economics was organized. The members are W. Henry Sebrell, Jr., M.D., professor and director of the Institute of Nutrition Sciences at Columbia University; Jay M. Arena, M.D., professor of pediatrics at Duke University School of Medicine; William J. Darby, M.D., professor and director of Division of Nutrition at Vanderbilt University School of Medicine; Ruben W. Engel, Ph.D., head of Department of Biochemistry and Nutrition at Virginia Polytechnical Institute; Grace A. Goldsmith, M.D., professor and director of Nutrition and Metabolism Section at Tulane University School of Medicine; Willard A. Krehl, M.D., professor and director of Clinical Research Center at the University of Iowa; Robert E. Shank, M.D., chairman of the American Medical Association's Council on Foods and Nutrition, and professor and department head at Washington University School of Medicine, and Elizabeth N. Todhunter, Ph.D., dean of School of Home Economics at the University of Alabama.
Each of these advisors holds other positions. or affiliations of equal influence in the field of nutrition.
The magazine provides a vehicle for the exchange of ideas on nutrition, an accurate and adequate report of principal research and clinical projects in nutrition, and an instrument to keep the health professions aware of developments in every field of nutrition. In addition, an effort is made to
71 PUBLICITY I
Ask any housewife the source of her food information and most often the -origin can be traced to one of the nation's leading authorities on food and food preparation.
To reach and maintain contact with the housewife - who is the largest purchaser of Florida citrus fruits and products - the Commission conducts a Consumer Food Publicity Program, which has been directed for 30 years by the DudleyAnderson-Yutzy agency of New York City.
The large quantities of publicity generated each year in this program are patterned to the needs of the many food writers and commentators across the country, with the knowledge this information will be routed to the housewife without delay. It is this contact with the housewife, and the expediency with which information is moved, that makes this communication between Commission and the food authority of such importance.
In supplying citrus-use messages to these authorities, D-A-Y services more than 1,000 daily and 3,000 weekly newspapers every month with black-andwhite photographs and recipes, plus copy concerning the citrus crop and the citrus industry in Florida. An extensive library of four-color photographs and transparencies provides bright focal points for food sections in more than 100 newspapers now printing editions in color.
These, same photographs gain wide reproduction in the pages of smaller magazines, company publications, and textbooks.
Publicity about citrus is moved regularly to food editors, free-lance writers, television personalities, radio commentators, home economists of food groups and companies, women's club program planners, and youth leaders, with the stress upon the importance and many uses of citrus in food preparation. Special mailings of informational copy go to home demonstration agents, county agricu tural agents, marketing specialists and utility demonstrators.
At the beginning of each fiscal year, D-A-Y contacts magazine editors with ideas for the fall and Christmas seasons, involving citrus fruits and products. The kickoff for these promotional plans comes with the annual Newspaper Food Editors
Conference in September, an event which lures 150 of the top writers from across the country. One of the highlights of each year's program is the opening day brunch hosted by the Commission and offering a number of citrus menu tips. Generally, Commission members or staff personnel are in attendance in order to answer questions about citrus, the industry, and promotions planned for the season. Chairman 0. D. Huff, Jr. and member Key Scales, Jr., represented the Commission at the.1965 conference, which was held in Chicago.
Later in the fall, D-A-Y represents the Commission at the convention for the National Association of Extension Home Economists. This is an excellent opportunity to deliver messages in-behalf of Florida citrus and to compile information regarding consumer group interests and approaches as observed by the 1,000 representatives in attendance.
Because of the necessity of planning months ahead, the D-A-Y test kitchen labors during the summer on wintertime ideas and spends the winter setting up plans for the warmer months. This season, on the first day of spring, 25 top food editors in the New York area, representing magazines, syndicates and related groups, gathered at the D-A-Y offices to hear about the improved frozen concentrated orange juice. Purpose of the meeting was to alert the editors to the promotional plans for the product so each could relay the information to readers in the fall. This effort to enlist added promotional impact for a Florida citrus commodity is typical of the cooperation between the industry and the food publicity program. Similar efforts in the past have aided programs directed toward vitamin C content of citrus, prices, and the advantages of citrus juices over synthetic and fruit drinks.
The Commission is represented at many conventions by D-A-Y, bothfrom a product standpoint and from long and active membership of staff members. These annual meetings include the American Women in Radio and Television - where the "OT Break" was introduced a decade ago, the American Home Economics Association, the Home Economists in Business, the American Dietetic Association, the Nutrition Council, the Institutional Food Editors, and the Canadian Home Economics Association.
film, "The Road to Beauty," stressing the importance of nutrition and proper health habits for teen-age girls and young adult women, also scheduled personal appearances with showings of the film in department stores, community centers, schools and churches.
One of the latest innovations in the educational field is the serving of breakfast in schools. The Commission is actively engaged in early tests of this project, participating through the institutional and schools program.
The Commission cooperated again this year in the National Youthpower Congress, joining with the Florida School Food Service Association to help select six boys and girls from the state as delegates to the convention. The Congress is conducted by the National Food Conference, composed of the nation's leading food manufacturers and organizations.
In a move to secure the close cooperation of the industry with the Commission's institutional efforts, a committee of industry leaders was appointed to serve in an advisory capacity with the department.
Through the efforts of the committee, the department was able to win eligibility for institutional orange products in the industry's Incentive Brand Advertising Rebate Program. In addition, approval was obtained for a research and market test program on the effectiveness of menus, tumblers, and related items influencing the away-from-home market.
The department's field staff has been actively engaged in promotional work with leading food service operators, and more than 65 promotions for orange juice and the Florida fruit cup of citrus were conducted in cooperation with these organizations. Virtually all the promotions scored well with consumers and the food service organizations, with much of the success being attributed to the new materials designed in support of orange juice and the fruit cup. These materials included back-bar strips, menu clips, and price cards.
The Commission is cooperating with the U. S. Department of Agriculture and the Institutional Food Manufacturers in a study to determine the best possible areas of growth in the institutional field presently available to Florida citrus fruit and products.
The Commission has been aware for some time of the market potential presented by the institutional field, and contacts in this area have been and still are a normal part of the regular routine scheduled for each of the merchandising department's field representatives.
This potential has grown so rapidly in recent years that the Commission decided to organize a separate institutional force. This year, the new organization was merged with the Youth and School Services Program to form the Institutional and School Marketing Department, complete with a director and a f our-man field force.
To obtain maximum coverage of the nation's leading institutional organizations, the department located the field men in New York City, Miami, Chicago, and San Francisco.
Commission educational materials, such as posters and training aids, which have been so important in the function of the school services program, were reviewed throughout the year with leading educators during a number of conferences. As a result, many of the items are being updated and revised, in keeping with the policy to provide materials which will win approval from the teacher and a ready response from the pupil.
Records indicate that 1,662,991 pieces of visual aids and leaflets were distributed by the department in the 1965-66 season to public and private school teachers, health educators, and persons in the fields of health and nutrition.
One of the highlights in this area was the response by readers to an offer of the Commission's health and behavior pamphlet, "The Beauty Habit," through the Sunday supplement sections of daily newspapers. More than 30,000 requests were received for the folder, an indication of the effectiveness of the educational material which the Commission is providing the health and education fields.
Activity in health education continued, with the Commission sponsoring workshops in Massachusetts, cooperating with the Ford Foundation on an educational television series in Maine, and conducting seminars elsewhere dealing with health instruction. Primary responsibility for these activities was handled by the Dudley-Anderson-Yutzy agency of New York City. This agency, which produced a
]INSTITUTIONS I SCHOOLS I
I MARKET RESEARCH I
During the year the Director of Commercial Development, Edward A. T6ylor, was appointed General Manager of the Commission and Douglas Hoffer was employed as Market Research Director, reporting to newly appointed Executive Marketing Director Allen Cairnes.
In its second year, the Market Research and Development Department conducted an extremely broad program, including research into practically all avenues of opportunity for expansion of the citrus industry.
In all, 57 separate studies were completed, falling into three groups. The first was the COMPASS program, which, in addition to regular continuing reports on consumer attitudes and consumption, and grocery store data, also provided a large number of extracted special reports such as the Sanimatic juicer, Advertising Awareness, "Awake" Awareness, Coupon Promotion, Multi-Pack Purchasing, Price Awareness, and Fresh Fruit Usage.
The second group was the series of taste tests conducted at the World's Fair which were so instrumental in the frozen concentrated orange juice improvement program. Other tests in this series included Grapefruit Crystals, Deacidified Grapefruit juice, Orange Drinks, Sugar-add, and Color -add.
.The third study group included all the individually planned studies on special subjects such as the "OJ" Evaluation, 8-ounce Container Analysis ' "OJ" on the Rocks, Single Service, Frozen Concentrated Orange juice Containers, and Fresh Orange Spoilage.
The COMPASS program, which began early in 1965, served as the vehicle for a large part of the research program throughout the year. The COMPASS audit provided monthly measurements of citrus product volume in selected high volume markets, and served as a test market facility. It was also planned that the audit would be a component of the overall COMPASS program which included continuous consumer telephone studies in the same markets. Quarterly Consumer reports investigated attitudes, awareness, and consumption at home.
For a number of reasons it has become necessary to improve the audit or continuing data capability
and to drop the test market facilities. The audit was not projectable to national levels and did not provide regional information, while the COMPASS consumer study was limited to specific markets. The planned test marketing function recommended by the Booz, Allen & Hamilton report was not used enough, inasmuch as the Commission is not generally in a position to conduct brand or product tests, and it was concluded that it would be wiser and more economical to set up special tests whenever necessary.
A new set of measurements will be needed by the staff in order to evaluate the Commission's expanded marketing and advertising. programs. With this in mind, the department'has asked the Commission to approve a recommendation for 1966-67 which will include continuing nationally projectable store audits and consumer surveys.
In addition to the continuing national services, a number of special studies are planned, based on previous exploratory research and newly indicated areas of improvement. However, more emphasis will be placed upon actionable research findings for staff use and less on generalized informative type reports. This is due to the increased marketing effort and the need to obtain maximum value from these expenditures.
The "away from home" market will be the subJect of a series of studies designed to give measurement of that important segment of consumption. The most important test will involve the practicability of auditing restaurant and eating establishments, a service not available on a national level at present. Other studies in restaurant type outlets will include a test of new merchandising materials and advertising.
Among packaging studies planned on new materials, forms and sizes is an evaluation of the 8-ounce package in order to define the market for this size and to determine the effect upon other packages.
Process variations and product improvements will be tested to broaden the appeal of citrus products to all consumers, while a measurement will be sought for foreign markets and the potential there for citrus consumption.
The Economic Research Department completed 18 research projects during the year and was working on 15 at the year's end.
The department also developed or obtained data and prepared weekly, monthly and annual reports pertaining to activities of the citrus industry, mailing approximately 155,000 copies of the reports to the industry and other interested persons. In addition, an economic and marketing library was maintained for state, national and world citrus research publications on economics and marketing.
Total money expended on economic research by the Commission during the year was $258,000. Specific work of the department, which consists of a staff of 13 employees, fell briefly into four areas of operation - service function, annual studies, special studies, and basic studies.
In the category of service function was the preparation and mailing of numerous reports. Each week's mailing included copies of the Market Research Corporation of America (MRCA) Consumer Purchases of Processed Citrus, and the report of the Florida Canners Association.
Mailed each month were the U. S. Department of Agriculture's Citrus Crop Estimate, the MRCA Changes in Retail and Drink Market, the monthly summary of MRCA Consumer Purchases of Processed Citrus, and the Citrus Business Digest, a popular new publication of the department.
The reports offer individual firms and persons updated records on the amount of fruit expected for the season, the pack and movement of citrus products during the season, and consumer purchases of fresh and processed citrus.
The department also tabulated data for other Commission departments and compiled a dozen papers from the second annual Citrus Business Conference conducted by the department.
One of the most successful of the annual studies is the Economic Outlook for Florida Citrus for the Next Five Years. This report identifies the likely size of future crops, with volumes of each fresh fruit and citrus product predicated on historical production and utilization records. Also identified are the magnitude of competition from other United States citrus-producing areas, and the degree of probable expansion in exports. Marketing objec-
tives for the 1966-67 season also are spelled out, as are the opportunities for achievement of these goals.
Another annual study is information related to the export of fresh and processed citrus products from the United States, the most recent report indicating an increase over 1963-64 in canned grapefruit juices, frozen concentrated and canned orange juices. A fourth annual survey showed an increase over last season in freezer space held by frozen citrus products in the United States and Canada.
In a comparison with earlier seasons, all citrus products, except canned single strength grapefruit juice, fell below 1962 figures in regard to consumer purchases for April through September. The sharpest loss was suffered by canned single strength orange juice.
Increases were noted in the fresh orange unloads in 41 United States and five Canadian cities, with Florida's share of the United States market increasing from 30 to 36 per cent, and 6 to 12 per cent in the Canadian markets. Florida's share of the fresh grapefruit unloads held steady, while most of the increased supplies of tangerines originated in California.
There was no change, percentage wise, in the estimated retail and institutional sales of frozen concentrated orange juice in the top 125 United States markets.
Special studies were conducted either at the request of some segment of the industry or through initiation by the department staff in order to answer specific marketing economics questions, and were required in future operations of the Commission or industry. One of the more interesting studies dealt with citrus synthetics and substitutes, as related to the market structure and market preference dimensions of the Florida citrus industry. The encroachment of these two products is tied to a large number of variables, including freezes, loss of industry bargaining power, insufficient market and product proliferation, inadequate and variable product margins, limited market penetration, and variable product quality.
No recommendations are contained in a study of the economic implications of a futures market for Florida frozen concentrated orange juice. Rather,
I ECONOMIC RESEARCH I
the report presented facts and possible implications upon which the citrus industry might base a more informed decision.
A cooperative study with the U.S. Department of Agriculture's Economic Research Service indicated that consumers buy more grapefruit in bags than when loose in store displays. The test also showed that sales attributed to bagging were additional sales of grape-fruit.
One project found there is no significant advantage for sales area reconstitution of frozen concentrated orange juice to chilled orange juice, as opposed to packing chilled juice in retail sizes in Florida and shipping to the sales area.
I To determine behavioral characteristics of customers shopping for fresh oranges, over 4,400 customers were observed at three adjacent displays located in 18 Grand Rapids supermarkets. The results indicated little direct competition between Florida Interior Valencia, Florida Indian River Valencia, and California Valencia oranges.
The structure of the market and the attitudes and opinions of wholesale distributors and chain store personnel concerning Florida Temple, Tangelo and Murcott oranges were examined in this study. The results are being prepared for publication.
An appraisal of the consumer demand for fresh and processed lemons has been undertaken at the request of an industry group. Purpose is to evaluate the economics of a producer tax for the purpose of promoting lemon sales, with the overall objective being a basis for determining the feasibility of a lemon incentive advertising program involving Florida, California and Arizona lemon producers.
A study of citrus consumption and consumer attitudes for 1963, 1964 and 1965 reported beverage consumption of United States families during a seven-day period. Results indicated that more individuals consumed orange juice in 1965 than in 1963, and that the consumption per capita had increased. Frozen concentrated orange juice accounted for three-fourths of the juice used. Also, 85 per cent of the at-home consumption of orange juice was at breakfast, and this pattern has not changed in three years. Neither has there been any increase in the amount of orange juice consumed away-from-home, with slightly more than half this total consumption listed at times other than breakfast.
Non-carbonated orange drinks have become an increasing threat to orange juice.
There was no significant change in consumer attitudes toward fresh and processed citrus over the three-year span. The exceptions indicated that consumers thought frozen concentrated orange juice was slightly cheaper than other frozen foods, is cheaper than soda pop, and is not the most expensive way to buy orange juice.
People consider orange juice a good value, healthful and energizing, not necessarily a breakfast-oriented drink, and mainly for vitamin C content, rather than for any other inherent'quality.
Basic research, conducted by the department staff located at the University of Florida, includes such areas as demand analysis, supply management, market structure and performance, competition, prices, margins, costs, labor, foreign trade, and long-range planning.
A mathematical method of estimating citrus harvest labor requirements by weekly periods was developed and the results presented to the industry and government groups interested in citrus labor.
High speed electronic computer procedures are being used to develop the formula and to obtain results in a project for determining optimal allocation of the citrus crop at maximum returns to the industry.
Preliminary results are being studied of new analytical techniques to estimate demand relationships for various price levels offrozen concentrated orange juice.
Completion is expected in the summer of 1966 for the field survey portion of a project to determine the geographic and market distribution patterns existing in the institutional segment of the frozen concentrated orange juice market. This study also will examine the competitive position in schools, colleges, restaurants and other institutional markets.
Research found that orange juice did not significantly substitute for any other beverage in a drug store -fountain test at which orange juice was offered at six test prices.
Another significant study during the year concerned cost and volume relationships for picking, hauling, packing and selling fresh Florida oranges, which would result in the least cost per box.
I SCIENTIFIC RESEARCH I
Continuing cooperative research with the University of Florida's Citrus Experiment station included investigations into the processing of citrus fruits and by-products, the recovery and use of volatile essences, the biochemistry of fruit and fruit pigments, the control of decay and rind disorders, the mechanization of citrus harvesting, and the determination of pounds-solids.
The Commission also conducted cooperative research with the U. S. Department of Agriculture on a drying process for the production of citrus juice powders. Grants were made to the U.S. Department of Agriculture, the University of Pittsburgh, and the University of Florida to support research on controlled atmosphere storage, the reduction of grape-fruit acidity, and the nutritive value of citrus pulp, respectively.
Funds expended for Commission scientific research amounted to $470,000.
Results of trials with a tree shaker and catch frame harvest system over a three-year period show that fruit removal increases slightly in Hamlin and Pineapple oranges and grapefruit as the picking season progresses. Fruit removal was 90 per cent or greater. Although Valencia oranges cannot be harvested satisfactorily with present equipment, the shaker-catch frame system is ready for further development under commercial conditions in early and mid-season oranges and grapefruit.
Results of a two-year test in Pineapple oranges showed no reduction in yields.
Fruit removal with a tree shaker was investigated for a range of limb sizes, shaking frequencies, limb displacement, and smoothness of shaking action. Limb size had relatively little effect on fruit removal, compared to the effects of frequency and limb displacement. Fruit removal was directly proportional to limb displacement. A smooth-shaking action removed substantially more fruit than an impact-type shaking action.
Field test of an oscillating air-blast machine showed the direction of the air blast to be an important design factor in reducing tree damage.
Initial studies dealing with the effect of mechanical harvesting on citrus fruits involved a threeweek holding period in cartons at 70 degrees
Fahrenheit and confirmed previous reports. Thereafter, samples were held at room temperature in open containers to simulate development of decay in fruit destined for the cannery. Decay in all varieties of oranges and grapefruit averaged less than 2 per cent in the first three days, regardless of the harvesting method. In the next two days, diff erences between harvesting methods and vanities became clearly apparent, mechanical harvesting increasing losses severely in Pineapple and Hamlin oranges and to a far less extent in grapefruit and Valencia oranges.
From the point of view of fruit damage, mechanical harvesting appears practical, even for Pineapple oranges, if the fruit can be processed within three days after harvest. Air-blast harvesting was considered a little harder on the fruit than was the mechanical shaker.
A picker's aid, approved for California navel oranges, was tested with tangerines, and losses were approximately doubled for the fruit used in packaging and simulated shipping experiments.
In processing studies, volatile flavor essences from freshly extracted orange and grapefruit juices were recovered, using a five-stage vacuum system. Simultaneously, volatile water- and oil-soluble compounds were obtained to yield an appropriate concentration of essence for add-back to concentrate or single-strength juice products. Utilization of consistent, high-quality essences in pilot plant and commercial frozen concentrated orange juices showed significant improvement in flavor quality.
Forty compounds were isolated and identified in a study of the origin of citrus flavor components through analyses of peel and leaf oils of sweet oranges and tangerines.
Mitochondria, isolated from orange juice vesicles, were found to be capable of converting malic, succinic, and alpha-ketoglutaric acid to other acids, including citric, with the conversions being detected within 60 minutes by use of paper chromatography.
Color analyses of sprayed Hamlin oranges showed a rapid loss in chlorophyll during the first week, after spraying with iodoacetic acid, Fruit from sprayed trees, when placed in cool coloring
conditions, degreened to a suitable color three to five days before fruit from unsprayed trees. An increase in the carbon dioxide level in controlled atmosphere inhibited the degradation of chlorophyll.
Specific gravity of Marsh grapefruit was found to correlate more closely with thickness of peel than with juice content. Heavier Valencia oranges were found to contain from 2 to 10 per cent more juice than lighter fruit, and possessed a higher total soluble solids content. A commercial weight-type fruit sizer is being tested for potential use in sorting out heavier fruit from pre-dimensionally sized fruit.
Samples of commercial frozen concentrated orange juice packed in the 1964-65 and 1965-66 seasons were graded, with the latter season pack exhibiting the best flavor and color. The greatest improvement in flavor was found in the midseason products.
The Commission purchased improved citrus colorimeters and placed for evaluation in quality control laboratories of three concentrate plants designated by the Quality Advisory Committee of the Florida Canners Association.
The use of antioxidants in various ways failed to arrest the off -flavor development in the freezing of individual "dry" grapefruit sections. Sugar syrup and/or benzoate in chilled grapefruit sections had only a slight adverse effect on naringinase activity, and this enzyme offers promise in debittering the sections.
The carotenoid pigments in orange peel were recovered by solvent extraction of the dried peel and concentrated by column chromotography.
Storage studies were initiated on frozen concentrated orange juice in various plastic containers, and more than 6,000 cans were packed in five different types of experimental containers for consumer acceptance tests.
Applications of arsenic by wick feeding to calamondin plants showed the arsenic is translocated unilaterally within the plant, with upward movement only when in the vascular system.
Histological studies of the citrus fruit button revealed large quantities of starch in the separation layer of mature buttons, with methylated pectins and total pectins disappearing from the separation layer as the quantities of starch increased. Pre-
harvest applications of 2, 4-D prevented this loss of pectin materials.
An interesting observation obtained from fruit respiration studies was that ethylene was found in the internal atmosphere of tangerines and Temple oranges that had suffered some degree of freeze damage. Increased thickness of wax applied to damaged fruit as a protective coating caused an increase in internal ethylene.
Tests with the experimental fungicide, Tutane, gave evidence of suitable decay control, with no incompatability observed. All results were considered negative for tests conducted at the request of the Florida Tangerine Cooperative with an ozone generator.
No causal organism was found in examinations of thin-skinned seedless grape-fruit affected with "blossom-end clearing," a symptom of rough handling and bruising.
Studies with oranges and tangerines indicated that the stem-end rot fungi, Diplodia natalensis, was most prevalent in early-harvested fruit degreened with ethylene. On the other hand, Phomopsis citri caused decay more frequently in non-degreened fruit harvested after the first of the year, and was a common pathogen in degreened Valencia oranges.
The satisfactory performance of seven units put into field use at beginning of the season resulted in recommendation by the Commission for use of a universal sampler for the determination of poundssolids in citrus fruits.
The crater-type drier for citrus juices was used both for experimental studies of dehydration and for production of sample materials in cooperative research by the Commission and the U.S. Department of Agriculture. Orange crystals obtained in this process remained highly stable when stored slightly below room temperatures, but presented pro *blems at elevated temperatures. Dehydration of orange concentrates enable the development of foaming methods which offer highly varying characteristics, such as viscosity and pulp content. Analytical studies indicated that non-enzymic browning is a great factor in the development of storage flavors in foam-mat crystals.
The Commission printed and distributed 27,000 copies of the 1965-66 Spray and Dust Schedule.
___J TRANSPORTATION I
destinations to the rates listed for canned citrus to the same destinations, with a minium of 40,000 pounds.
Pending for decision before the Interstate Commerce Commission is a protest which the League joined in opposition to proposed increases by SeaLand Service, Inc., in piggyback rail rates for canned citrus products to eastern destination states.
Reductions in rail rates on frozen citrus products have been requested of the rail lines, and these proposals are being considered by the various rail rate jurisdictions, or are under consideration for filing by the origin rail lines.
A revision in the truck tariff s on frozen and chilled citrus products is under study by the League, and a proposal to simplify these tariffs has been filed and approved, with publication expected in September 1966.
The League also was active in the establishment of reduced export rail rates on fresh citrus fruit to Jacksonville, Florida. A proposed 10 per cent general increase in export rates on citrus products to destinations in Europe was reduced to 5 per cent through efforts of the League.
Because of the importance of railway express service to Florida citrus fruit shippers, the League has supported the REA Express in efforts to retain terminal pickup and delivery areas, rather than abide by restrictions to the terminal areas as defined by the Motor Carrier Act. Support also has been offered REA Express efforts to remove rail line haul restrictions in truck operating certificates where rail service has been discontinued.
Because of possible adverse effect upon REA Express revenues, the League also opposed a bill in the Congress to increase the weight and size limitations of parcel post shipments.
The C6ngress is considering a bill that implements the recommendation of the President of the United States that a Department of Transportation be established at the cabinet level to consolidate safety rules and functions of the various governmental agencies concerned with transportation, Another bill would require application and proof of eligibility for agricultural cooperatives before such cooperatives could offer transportation service to shippers.
Transportation matters affecting the Florida citrus industry were in the forefront again this season, and the Commission once more retained the staff and facilities of the Growers and Shippers League of Florida to assure reasonable rates and adequate and efficient service.
Rates on fresh citrus fruit from Florida to destinations throughout thb country received more attention, perhaps, than any other commodity group from and to any area in the nation. Numerous increases and reductions have been affected in recent years, although some present applicable rates became effective as long ago as 1951. Expiration dates have been extended from year to year, except this season, when such extensions were almost on a month-to-month basis, requiring constant attention and handling with the rail lines.
Recently the industry was advised that Eastern Railroads rates would be increased by 10 per cent
-excluding the newly published per-car charges to Western Trunk Lines, Illinois Freight Association, and Western Canada-and that such increases would become a permanent part of the rate structure.
The Pennsylvania Railroad and the Baltimore and Ohio Railroad agreed to publish delivery charges, effective July 23, 1966, on trailers to receivers of piggyback Plan II shipments of citrus fruit to specified destinations in the east. The agreement came only after a protest was lodged by the League with the Interstate Commerce Commission, and an investigation ordered into the publication.
Southern Lines have approved a proposal to publish piggyback to Arizona and California destinations for -fresh citrus fruit at the same rate level that applies to shipments of deciduous fruits, melons and fresh vegetables, based upon two trailers to the flat car. The proposal is being considered by Trans- Continental Lines.
A conference of shippers and truck lines resulted in amendment of a rate proposal that voided increases to principal points in the south, and limited the increase to points in all other territories to 5 per cent, based upon an increase in minimum weight to 36,000 pounds.
Similar conferences concluded with a decision by the truck lines to reduce the proposed level of rates on citrus juices in glass containers.for eastern
I REGULATORY I
Continued efforts in behalf of the Florida citrus industry saw the Commission adopt 38 amendments to existing regulations and enact three new regulations in the 1965-66 season. Two of the new regulations had immediate impact on the industry, offering rebates to the brand advertisers of processed orange products and of fresh citrus.
Pursuan4 to legislation enacted by the 1965 State Legislature, the Commission staff worked with the governor-appointed Processors Advertising Committee to draft Regulation 105-1.40, the "Orange Products Incentive Brand Advertising Rebate Program."
The program permits any brand advertiser of Florida orange products to submit claims for 50 per cent of the total consumer advertising costs expended in promoting an orange product - provided the advertiser has accumulated sufficient credits through a system of product purchases. Media qualified under the provisions of the program are newspapers, magazines, radio, television, billboards and transit advertising. Under certain conditions, an advertising allowance is permitted on chilled juice for home delivery.
Basically, this program returns one dollar for every two dollars spent in brand advertising which meets Commission specifications.
Another new regulation is 105-1.41, which establishes guide lines for the "Fresh Fruit Brand Advertising Refund Program," and is similar to the processed orange products program. Participation is limited to fresh fruit dealers owning brands and advertising those brands in the prescribed media. One dollar is refunded for every two dollars spent by a dealer in promoting fresh oranges, grapefruit, and Temple, tangelo and murcott oranges.
Purpose of these two programs is to encourage the cooperation of brand owners in increasing the advertising and promotional efforts for Florida orange products and fresh fruit.
in an historic move to increase the sales of oranges, the Commission amended its regulations to establish an improved quality of frozen concentrated orange juice based upon an increased minimum percentage in the weight of soluble solids. This increase, from 41.8 to 44.8 degrees Brix, coupled with the elimination of all washed fruit pulp solids and less pressure in the squeeze necessary
to extract the juice from oranges used for concentrate, has resulted in an improved product that is considered "tastier and sweeter."
Consumer acceptance of the new concentrate is expected, since the product is patterned upon results of taste tests the Commission conducted at the New York World's Fair, measuring the opinions of more than 50,000 visitors to the Fair.
Administrative activities of the Commission involved the handling of seven different funds, representing approximately $17,800,000 in receipts. These accounts were the Citrus Advertising Fund, the Emergency Orange Reserve Fund, the Grapefruit Fund Rebates for Processed, Products, the Florida Orange Product Advertising Trust Fund, the Special Sales Promotion Fund for Fresh Fruit, the Brand Advertising Reserve Fund for Fresh Fruit, and the Special Citrus Campaign Fund.
Fiscal responsibilities of the two new rebate programs were assigned to the Controller's office. Involving more than 2,500 separate private label accounts, this office handled all receipts, issued monthly statements, and audited and paid rebate claims.
The mail room, operating at near-peak capacity, processed 1,954 work orders for duplication work during the season. This represented the reproduction and distribution of approximately 4,000,000 pieces of copy, plus more than 500,000 pieces of mail. Another 1,600,000 pieces of material were mailed to fill requests for school training aids.
A total of 1,695 license applications was processed and submitted to'the Commission after careful examination and investigation. Of this total, 22 licenses were disapproved, 25 were withdrawn for various reasons, and the remaining 97 per cent were approved and issued licenses by the office of the Florida Commissioner of Agriculture.
In addition, 331 applications for special permits were processed, with 311 of this total issued for the interstate movement of fruit. The other permits were for organic gift fruit shippers, export, charitable purposes, and concentrate with sweeteners added.
In an efficiency move, an administrative assistant was added to the staff, to serve as personnel director and as an internal auditor of systems and procedures.
CITRUS ADVERTISING TRUST FUND
Cash Balance July 1, 1965 . $2,147,438.85 RECEIPTS: From All Sources . 7,821,023.13
TOTAL AVAILABLE . $9,968,461.98 EXPENDITURES:
General Administrative . $ 194,119.86 Furniture and. Equipment . 29,709.30 Building Improvements . 35,583.06 General Revenue Fund . 160,985.10 Transportation Problems . 66,062.65 Economic Research . 258,96.14 Scientific Research . 474,358.22 Market Research and Development 442,914.74 Roadside Inspection Service . 2,164.10 Personnel Procurement Expense 11,068.14 $1,675,948.31
Merchandising and Promotions: Salaries and Expenses . 1,060,585.05 Point-of-Sale Materials . 430,323.28 Institutional . 87,591.08 Public Relations and Publicity . 498,358.70
ORANGE EMERGENCY RESERVE FUND
Balance Forward July 1, 1965 . $ 135,135.30 Balance due from Special Citrus Campaign Fund Loan . $1,129,288.75 Repayment ftom Special Citrus Campaign Fund . 970,711.25 2,100,000.00
1965-1966 Season . Investment Earnings . TOTAL AVAILABLE . DISBURSEMENTS:
General Revenue Fund . BALANCE ON HAND JUNE 30,1966 .
$ 36,654.42 $3,981,189.55
INCENTIVE BRAND ADVERTISING FUND
1965-1966 Season .
Rebate Payments . General Revenue Fund . The A CB, Inc . Data Processing Expense . A ttorney Fees . Telephone & Telegraph . Postage & Express . Travel Expense . Registration Fee . Office Supplies . Clerical H elp . TOTAL DISBURSEMENTS . BALANCE ON HAND JUNE 30,1966 .
693,489.97 55,531.04 16,761.33
111.20 100.00 272.53
Consumer Advertising: Advertising Media . $2,681,063.01 Professional journals . 285,265.44 By-Products . 86,003.08 European Program . 182,715.48 TOTAL EXPENDITURES . CASH BALANCE JUNE 30,1966 .
$3,235,047.01 $6,987,853.43 $2,980,608.55
SPECIAL CITRUS CAMPAIGN FUND
Estimated Payments from Concentrators .
Loan from Orange Emergency Reserve Fund Appropriation from Citrus Advertising Fund
Loan from Citrus Advertising Fund .
1965-66 Season Receipts .
Interest Earnings .
TOTAL AVAILABLE . DISBURSEMENTS:
Coupon Redemptions .
M edia .
Legal and Other .
M erchandising .
Loan Repayment .
TOTAL DISBURSEMENTS . CASH BALANCE JUNE 30,1966 .
GRAPEFRUIT REBATE FUND Balance Forward July 1, 1965 . RECEIPTS:
Investment Earnings .
TOTAL AVAILABLE . DISBURSEMENTS:
Transfer to Citrus Advertising Trust Fund .
TOTAL DISBURSEMENTS . BALANCE ON HAND JUNE 30,1966 .
2,100,000.00 250,000.00 350,000.00
1,903,344.75 48,668.52 $5,724,763.27
972,690.07 18,105.28 197,307.59 764,172.85
1,903,344.75 $5,493,932.81 $ 230,830.46
1,259.96 $ 301,259.96
139,289.55 $ 201,259.96 $ 100,000.00
BRAND ADVERTISING RESERVE FUND
1965-1966 Season . Investment Earnings . TOTAL AVAILABLE .
Rebate Payments . $ 19,759.66 General Revenue Fund . 5,322.29
TOTAL DISBURSEMENTS . $ 25,081.95
BALANCE ON HAND JUNE 30,1966 . $ 241,632.47
SPECIAL SALES PROMOTION TRUST FUND (FRESH)
1965-1966 Season . Investment Earnings . TOTAL AVAILABLE . DISBURSEMENTS:
General Revenue Fund .
BALANCE ONT Tj A JUNE 30, 1966 . $ 260,792.13
STATEMENT OF RECEIPTS AND EXPENDITURES FOR FISCAL PERIOD July 1, 1965 to June 30, 1966
Date r' ,,.
LITHO IN U.S.A.