Title: Orange blossoms
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00086633/00125
 Material Information
Title: Orange blossoms
Alternate Title: Orange blossom
Physical Description: 25 v. : ill. ; 28 cm.
Language: English
Creator: Florida Citrus Production Credit Association
Publisher: Florida Citrus Production Credit Association,
Florida Citrus Production Credit Association
Place of Publication: Orlando Fla
Publication Date: October 1967
Frequency: irregular
completely irregular
Subject: Oranges -- Marketing -- Periodicals   ( lcsh )
Oranges -- Periodicals -- Florida   ( lcsh )
Genre: periodical   ( marcgt )
Dates or Sequential Designation: Vol. 1, no. 1, (May 1942)-v. 25, no. 8 (Nov. 1967).
Numbering Peculiarities: Vol. 16 repeated in numbering.
 Record Information
Bibliographic ID: UF00086633
Volume ID: VID00125
Source Institution: University of Florida
Holding Location: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: oclc - 45618176
lccn - sn 00229153

Full Text
2 28


orange o

VOLUME 25, Number 8 Final Edition


Announcing: Gulf-Atlantic Production Credit Association

With no dissenting vote at the special
called meeting on September 22, 1967,
the stockholders of Florida Citrus Pro-
duction Credit Association approved
the merger of the statewide citrus fi-
nancing organization with the Gulf-
Ridge Production Credit Association of
Lakeland, which serves all agriculture in the seven
counties in the Gulf Coast and Ridge area. The stock-
holders of the Gulf-Ridge PCA ratified the consolida-
tion at a special meeting in Lakeland on the same day.
The merger will become effective at the close of busi-
ness October 31, 1967 with the name of the new cor-
Benefits Cited ....
At the special meeting of stockholders held in the
meeting room at the Orlando office, the advantages
of the proposed merger for both associations were
outlined by Mr. Robert Darr, president of the Federal
Intermediate Credit Bank of Columbia, South Caro-
lina. He discussed the savings which could be effected
by the elimination of duplication of costs and services
of the two organizations with a larger operation over
which to spread operating costs. Combining the assets
of the two associations for a total of approximately
$40 million and net worth of approximately $6 million
will create a stronger financial institution and provide
greater liquidity for Florida Citrus Production Credit
Governing Body Named
The Board of Directors of Gulf-Atlantic Produc-
tion Credit Association will initially consist of ten
members the six directors presently serving Florida

Citrus PCA and four directors
from Gulf-Ridge PCA. Election
of officers will be held at the t
organizational meeting of the
new Board on November 1, 1967
in Orlando. Those on the Board
of Directors are: Ben R. Adams i
of Dade City, T. E. Collins and
Eugene F. Griffin of Bartow,
Robert L. Council of Ruskin,
John W. Evans of Oviedo, Doug- R. D. Willis
las R. Igou of Eustis, Jack Linville of Zephyrhills, J.
J. Parrish, Jr. of Titusville, F. Earl Peppercorn of
Orlando, and Austin T. Race of Winter Haven.
Mr. R. D. Willis, who will be the secretary-treas-
urer and general manager of the Gulf-Atlantic Pro-
duction Credit Association operating from the admin-
istrative office of the Association in Lakeland, is
serving through the month of October as joint manager
of Gulf-Ridge PCA and Florida Citrus PCA, working
in this interim period toward a smooth blending of
the two organizations.

Extended Services
The new association will provide short and inter-
mediate term credit for all types of agricultural pro-
duction in the counties of Polk, Hillsborough, Pasco,
Pinellas, Sumter, Citrus, and Hernando, and will
continue to serve citrus growers throughout the State
from branch offices located conveniently, as has been
done by Florida Citrus Production Credit Association.
You'll find the same friendly people whom you have
known in the past ready to assist you with the same
dependable PCA service.


M Own

INDUSTRY RESOURCES, as "tools" for the citrus grower, were re-
viewed at the Annual Citrus Growers Institute at Camp McQuarrie in
August as a part of the general theme: "Let's Take a Look at Ourselves."
The organizations represented below, certainly not all-inclusive insofar
as industry resources or services that are available, do stand for Good
Neighbors in the citrus industry. If you aren't acquainted already, Meet
Your Neighbor.......

SARTS . .An industry "tool"
_- was outlined by Dr. John W.
Sites, Associate Director of
Florida Agricultural Experiment Sta-
Developments of the past 25-year
period fall into categories of: plant nu-
trition and breeding; their combined
effectiveness; and protection against in-
sects and diseases. The mechanization of
the industry, from field production and
harvesting to the computer system spill-
ing out masses of data needed for re-
search and management analysis, is an-
other factor for consideration. Present
technological accomplishments, however
exciting, are "only a peek over the hori-
zon compared to the full panorama of
things to come."
Credit for tremendous contributions
in technology and service to agriculture
was given to Florida's fertilizer, pesti-
cide and herbicide industries. Benefactors
of the technological revolution are not
limited to the urban consumer who pur-
chases better quality products at a low-
er price, nor to the farmer-innovator
who sees the merit of a new development
and quickly puts it to practice in his
agricultural operation. Each grower prof-
its as the application and adaptation of
technology proves to be an industry
"tool," keeping him competitive in his
community with his neighbor, in the in-
dustry, and in the general economy.

was organized in 1960 to pro-
vide an organizational forum for
the exclusive use of fresh fruit
shippers throughout the Florida citrus
industry in order that a unified purpose
and voice might be effective at the high-
est industry level. In its short history the
organization has earned its place among

Federal, State, and industry agencies, and
now represents 87% of the total Florida
fresh fruit shippers. It has acted and
grown on the premise that the entire in-
dustry must progress cooperatively and
harmoniously among the various func-
tioning organizations.
R. V. Phillips, Jr., immediate past
president of the group, cited particular
examples of work done by the organiza-
tion in negotiations with the Federal
government and with the U.S. Depart-
ment of Agriculture. Other activities in-
volve merchandising regulations, sales
promotion and educational efforts. Prais-
ing the spirit of cooperation among the
members which has enabled them to keep
the group unified at times of serious
problems, Mr. Phillips noted that dili-
gence is necessary to meet the challenge
of the future. He enumerated the "tools"
within the organization to battle the
problems of increasing costs and de-
creasing volume of fresh fruit sales.
"The most used and most needed tool
of all," Mr. Phillips concluded, "will be

is a trade association made up
Sof 47 citrus organizations in the
State. This is a composite of
7,500 growers dealing in %ths of the
tonnage of all citrus products. Emphasis
of the efforts of the Association has
been on quality for all citrus products
and by-products. Mr. James Goff, presi-
dent of the Florida Canners Association,
pointed out the organization's work with
the Quality Improvement Package for
Concentrate and the Quality Fruit Pro-
gram for canned products.
Mr. Goff placed large responsibility
for the future of the industry on the
growers to get the urgent needs of citrus
and agriculture conveyed to the urban-
oriented legislature, urging aggressive

and united action on the part of indivi-
duals and organizations.

.COMMITTEE . guardian of
quality and appearance of Flor-
3CA ida citrus shipped out-of-state.
For 29 years it has operated
under the Marketing Agreement Act
regulating the grades and sizes of Flor-
ida citrus. Both of the two administra-
tive bodies under this Order the
Growers Administrative Committee
which administers the Marketing Agree-
ment program and the Shippers Advi-
sory Committee which acts as advisor -
are made up of industry representatives
nominated by the citrus growers and
appointed by the Secretary of Agricul-
ture who follows the nomination tally.
Another internal committee is the In-
terior Grapefruit Marketing Committee
set up to regulate volume of weekly
shipments from the Indian River area,
but is designed for emergency use only
and further limited to ten weeks applica-
tion per year.
Mr. Frank Seymour, Manager, re-
viewed Marketing Orders and Marketing
Agreements as Industry tools. A Market-
ing Order is a federal regulation re-
quested, instigated, and endorsed by a
large percentage of the industry in-
volved and, once in effect, is applicable
to all growers by federal enforcement.
Marketing Agreements are permitted by
law for an industry such as citrus, and
bind only the signers to the Agreement.
Citing the advantages of marketing
programs, Mr. Seymour points out that
growers can thus band together, agree-
ing to withhold inferior products and/or
regulating volume of shipments, thus to
reap maximum benefits. This cannot be
achieved successfully by individuals nor
by voluntary controls. He stressed the
fact that by means of marketing orders
as they are developed, the industry is in
reality regulating itself.



orange 1mmm

Speaking for the FLORIDA
SAllen E. Cairnes, Executive Di-
'1 rector of Marketing Department,
encouraged greater communica-
tion between growers and the several
organizations representing them and the
The stated purpose of the Florida
Citrus Commission, which was created
by the Florida legislature in 1935, is to
provide guidance to an industry. Funds
for its operation are provided by an ex-
cise tax placed on every box of fruit
moved into commercial channels. The
tremendous task of lifting the standards
for citrus and increasing the demand for
all citrus fruits and products grows
bigger with the passing years, but the
Commission is today "the biggest agency
anywhere promoting citrus, and promot-
ing the biggest citrus industry in the
Activities within the province of the
Marketing Department were specially
reported by Mr. Cairnes. Colored slides
of effective citrus advertising and pro-
motion carried the audience to Northern
and European markets, and toe-tapping
renditions of the catchy "Orange Juice
on Ice .. Is Nice" commercials set the
key for the OJ break which followed Mr.
Cairnes' talk.

CHANGE . 56-year veteran
s, citrus marketing organization,
-' defines its position as an indus-
try tool that sells, markets pro-
motes, and advertises citrus. Their wide-
spread operations are under the direction
of an 18-man Board of Directors and
John T. Lesley as general manager.
Their methods of accomplishing sales
include an aggressive marketing depart-
ment which covers all of the United
States and operates in 14 foreign coun-
tries, packaging and advertising pro-
grams geared to sell by-products. Don-

aid M. Lins, General Sales Manager for
Seald Sweet, trade name of the Ex-
change, admonished growers that the
future of the industry lies with the
grower himself.

. speaking through its fast-
r'j paced Executive Vice-President
Bob Rutledge, challenged the
growers to stick together in
facing the problems of the future. He
likened marketing difficulties of the past
year to a sales force that could not keep
pace with an "800,000 acre factory pro-
ducing 24 hours a day for 365 days a
year" which could not be halted. He re-
ported increased sales over the previous
year through the National School Lunch
Program and other specialized market-
ing activities of Mutual. Warning that
increased advertising and merchandising
would not solve the whole problem, Mr.
Rutledge urged acceptance of the 8-oz.
container for concentrate and for re-
search to develop new products and im-
proved quality.

Certainly not the least import-
S. ant tool of the citrus industry is
SCREDIT. Mr. C. Ellis Clark of
Y Miami, as a member of the
Florida Bankers Assn. and a
bank Agricultural Consultant, spoke on
Credit: Its Availability and Use. He re-
ported statistically on the volume of
credit extended to Florida's agricultural
industry by the various lending institu-
tions commercial banks, major insur-
ance companies, PCAs, FLBs, FHA,
REA, and others, and compared the per-
centages of these between use in Florida
and in the nation.
Mr. Clark identified the 3-C's of credit
as Character Capacity Collateral.
They may be termed differently by the
credit sources, but in essence the success
of a citrus venture, like any other busi-
ness, depends on the managerial ability
of the operator.

aTo: Mr. R. D. Willis, General Manager

S Gulf-Atlantic Production Credit Assn.
P. O. Box 870 Lakeland, Florida 33802
SHow about for the name of the
Gulf-Atlantic PCA Newsletter? I'd like to see the following things in-
O cluded in our bulletin: _
Any other suggestions:
I am a member of the new Assn. _
SI have been receiving "Orange
Blossoms" as a friend of the Assn. Your Name
iiia'iiilximxlainna|gi: ['a' nawxaa' ~ a' ,u* ~ Ivi;a~~iBa.~lBllB^~agB|

A ROSE is a Rose
is a Rose . . .
This is the final
edition of "OR-
SOMS" as a cit-
rus newsletter to
S friends and mem-
bers of Florida
Citrus PCA. The
S new Gulf-Atlan-
tic PCA, with its
expanded mem-
bership and serv-
ices, will speak to
you through a new media in what
manner and by what name is up to you
-the present recipients of "ORANGE
BLOSSOMS" and the added member-
ship in general agriculture in the seven
counties served by Gulf-Ridge PCA.
These added members are receiving a
copy of this issue, and we take this way
of welcoming them.
"Keeping in touch"
is a part of the lifeline
of an organization. The
new association wants
to reach and serve its
entire membership
rather than a single
segment of agriculture, so "Orange
Blossoms" will have to undergo a meta-
morphis with the help of both its old
and new friends. "Orange Blossoms" -
"Clovers" "Rose"? ? ? ?
So put on your imaginative bonnet
and come up with a catchy and appro-
priate name, theme, or format for the
bulletins of the Gulf-Atlantic Produc-
tion Credit Association and pass it
along for consideration. We hope you've
enjoyed some of the features that have
been a part of the "Orange Blossoms"
and will indicate your interest so that
they can be planned for the future.
STo make it easy, just
clip out the coupon and
send it to the home
office at Lakeland. Re-
mtmbni r, we're counting
cn YOU to give us the
spark. v.


F C P C Loses Key Personnel
The resignation of A. T. Camp-
bell, Jr. as secretary-treasurer and
general manager of Florida Citrus
PCA effective September 22nd,
was announced at the special
stockholders' meeting held that
date. It came as a surprise to most
of the members, and since that
time many have asked that their
good wishes be passed along to
"Tom", as he became known to
Campbell members and friends in the short
year and a half he served as gen-
eral manager. Mr. Campbell has accepted employment
in the sales division of Nevins Fruit Company at
Titusville, but is maintaining his residence in Orlando
for the present.
James W. Riley, Branch Office
Manager at Eustis, terminated his
association with FCPCA as of
September 15th. Jim left Florida,
as well as Florida Citrus, moving
his family to Nashville, Tennes-
see where he is working with Ran-
dom House Publishers, Inc.
The management of Florida Cit-
rus PCA is being filled on an in-
terim basis by Russell D. Willis of
Riley Lakeland, who is to be secretary-
treasurer and general manager of
the merged associations on November 1, 1967. Lowell
Collins is acting branch manager at Eustis pending
appointment of branch office managers by the Gulf-
Atlantic Production Credit Assn.

H Money.... like a piece

E of machinery...

c. helpsyou farm
A. more efficiently





Forward and Backward Segments of Interest
Ahead ... to November 17-23 which is Farm-
V yCity Week. Observed nationally during the
pre-Thanksgiving week, this year's theme is
"Tomorrow's Food and Fiber-Everybody's Business."
Concerted efforts will be made to reach consumers
during this period to point up the interdependence of
farm and city people.

'Way Ahead . to January, 1968 when Ann
1W Marie, the oldest daughter of Winter Haven's
secretary Gerry Wilson, will be married to
William E. Brittain, Jr. of Clearwater. Ann Marie is
a registered nurse at Morton F. Plant Hospital at

Backward . to September 26th when Dade
City Kiwanians heard Branch Manager "Bo"
Bozeman give a brief explanation of Florida
Citrus PCA and the farm credit system. The film
entitled "Credit to Grow On" was shown to the group.

Ahead . to Chicago in November when the
W gold 4-H key award will be presented to Dr. E.
T. York, Jr., provost for agriculture, Univer-
sity of Florida, who is one of eight national winners
for 1967. The presentation will be made during the
National 4-H Club Congress. Dr. York is the second
national nominee from the Florida Agricultural Ex-
tension Service during the 15 years of this 4-H Alumni
Recognition program; 120 men and women represent-
ing 40 states have been so honored with the gold key
awards. Congratulations, Dr. York!


orange mams
Newsletter to the Members and Frend!s of the

Post Office Drawer 2111 Orlando, Florida 32802
Vol. 25, No. 8 for OCTOBER, 1967
- .l I-. .. ll M m

University of Florida Home Page
© 2004 - 2010 University of Florida George A. Smathers Libraries.
All rights reserved.

Acceptable Use, Copyright, and Disclaimer Statement
Last updated October 10, 2010 - - mvs