Title: Florida clearing house news ..
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00086639/00005
 Material Information
Title: Florida clearing house news ..
Physical Description: v. : ill. ; 31 cm.
Language: English
Creator: Florida Citrus Growers' Clearing House Association
Publisher: s.n.
Place of Publication: Winter Haven Fla
Publication Date: December 1, 1928
Frequency: semimonthly (irregular)
Subject: Citrus fruits -- Periodicals   ( lcsh )
Genre: periodical   ( marcgt )
Dates or Sequential Designation: v. 1- Sept. 1928-
General Note: "Official publication of the Florida citrus growers clearing house association."
 Record Information
Bibliographic ID: UF00086639
Volume ID: VID00005
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 - 01306261
lccn - 30006589

Full Text


Official Publication of the
Representing More Than 10,000 Growers of Oranges and Grapefruit

10 Cents a Copy DECEVolume I
$2.00 a Year DECEMBER i, 1928 Number 5

Looking Them Over

Above photo is a general view of fruit auction show room, Boston & Maine fruit terminal, Boston.
Photo courtesy of H. Harris & Co., Boston.


Nation Reads of Florida Orange

Advertising "Broadside" Is Released In 200
Newspapers. Radio Also Is Called Into Use

ON SUNDAY morning, December
9, more than 4,000,000 persons
who pick up their Sunday paper
and turn to the magazine section, the
American Weekly, will be greeted by
a full page advertisement in four
colors telling them why they should
buy Florida oranges. While these
same 4,000,000 and more newspaper
readers won't be aware of it at the
time, they will in fact be reading the
opening "smash" of the long-looked-
for $250,000 nation-wide advertising
campaign to be launched this season
by the Florida Citrus Growers Clear-
ing House Association. On that date,
Dec. 9, the campaign for the reading
public will be opened and from then
on, in numerous cities, towns and
hamlets throughout the North, the
story of Florida oranges and grape-
fruit will be told and re-told time and
again by the Clearing House to mil-
lions of newspaper and magazine
However, while the newspaper cam-
paign opens Dec. 9, the advertising
program has already started for only
a week or ten days ago the radio was
called into use. On Friday, Nov. 23,
the story of the health-giving quali-
ties of Florida citrus fruit was broad-
cast by Dr. Daniel R. Hodgden, one
of the country's leading authorities
on health diet. .This radio program
was heard by untold thousands of
course, many Florida citrus growers
themselves unquestionably listening
in on the programs of both Nov. 23
and Nov. 30. Other programs will
follow these two at weekly intervals.
The radio programs, which will last
for thirty-minute periods, from 5 p.
m. to 5:30 p. m. every Friday, con-
tinuing through April, are being
broadcast over the Red Network of
the National Broadcasting Company,
originating with Station WEAF in
New York. The following named sta-
tions and their call letters are includ-
ed in this chain: Boston, WEEI;
Hartford, WTIC; Providence, WJAR;
Worcester, WTAG; Portland, WCSH;
Philadelphia, WLIT & WFI; Wash-
ington, WRC; Schenectady, WGY;
Buffalo, WGR; Pittsburgh, WOAE;
Cleveland, WTAM; Detroit, WWJ;
Cincinnati, WSAI; Chicago, WGN &
WEBH; St. Louis, KSD.
Dr. Hodgden's talks, which will run
from 5 minutes to 8 minutes, will of
course vary each week. The pro-
grams generally open with the sta-
tion announcement, followed by mu-
sical selections by a good orchestra
after which Dr. Hodgden speaks. The

program closes with more music and
the giving of two or three recipes by
the Delineator Institute. In order to
place necessary authority behind the
recipes, arrangements were made
with the Institute to do this work
without cost. This Institute ranks
with Good Housekeepirig Institute in
its influence with the house-wives.
The musical programs have been
prepared with special emphasis upon
the state of Florida and her citrus
fruit. Songs telling of the wonders
of the orange, the birds and the flow-
ers of Florida and the sunny South
will feature these programs. In short
everything possible will be done to
center the attention of the radio fans
throughout the nation upon Florida
and her citrus fruit.
Dr. Hodgden long has been regard-
ed as one of the most popular radio
speakers in the country. He has an
excellent voice for broadcasting and
his knowledge of health subjects en-
ables him to give his radio audience
unusually valuable information. He
was formerly president of the Hah-
nennam Medical College ft Chicago.
He is the author of several books on
health diet and one of his textbooks
is now in use by every first class med-
ical college in the country. He is a
regular contributor to medical and
lay journals. His practical experi-
ments cover many years. During the
past five years his laboratory has
been one of the New Rochelle high
schools where he has made some as-
tounding discoveries in the effects of
food on the mental and physical well-
being of boys and girls. 'Unlike most
scientific men, Dr. Hodgden has the
happy gift of a pleasing radio per-
sonality. That is to say, he possesses
the knack of making his subjects in-
teresting and understandable to the
average person.
The opening of the campaign Dec.
9 in the American Weekly means that
the advertisement, a proof of which
is enclosed with this issue of the
NEWS, will be printed simultaneous-
ly in eleven cities, namely, New York,
Boston, Detroit, Baltimore, Milwau-
kee, Pittsburgh, Chicago, Atlanta,
Washington, Syracuse and Rochester.
Again in January, February and
March the readers of the American
Weekly will see other advertisements,
just as impressive as is this one which
the readers of the NEWS now have
before them. The total circulation
of the American Weekly in the eleven
cities named above exceeds 4,300,-
000. This figure is the conservative

minimum. In reality the circulation
probably will be several thousand
An interesting sidelight in the tell-
ing of this first story is that the cost
of placing the accompanying adver-.
tisement in the homes of the 4,300,-
000 readers is only about three-tenths
of a cent each. A stamped post card
with no advertising message printed
on it, would cost more than three
times as much, were the advertising
agency to choose this form of selling
Florida citrus.
Along with the advertising cam-
paign which will literally cover the
northern markets, will go an inten-
sive publicity campaign. This pub-
licity campaign will take the form of
interesting articles and photos on all
phases of the citrus industry, prepar-
ed for the newspapers of the country.
Mr. Edward Hooker, of the publicity
department of Erwin, Wasey & Com-
pany, who has opened an office in the
Clearing House headquarters, will
have charge of this publicity work.
He already has "started the ball roll-
ing" in the northern papers and is
busy outlining the season's campaign.
A novel feature of the publicity ma-
terial which will be supplied the
newspapers will be in the writing of
the publicity articles upon orange-
colored paper. This is being done,
Mr. Hooker explains, not merely for
the sake of novelty, but to more eas-
ily catch the eye of the busy editors.
The newspaper campaign was open-
ed Nov. 20 in ten of the larger cities,
eleven newspapers being used. The
same cities and papers were used
again on Nov. 22 and on Nov. 26 nine
other papers in as many large cities
carried their first advertisements. On
Nov. 27 however the "big smash" was
used in which 212 newspapers in 180
cities and towns in twenty-nine states
carried advertisements of Florida
oranges. The following shows the
newspapers and dates in November
on which this advertising was car-
Nov. 20: N. Y. Daily News, N. Y.
Sun, Chicago Tribune, Boston Post,
Buffalo News, Detroit News, Cleve-
land Press, Pittsburgh Press, Cincin-
nati Times-Star, Baltimore Sun, St.
Louis Post-Dispatch. (This same
group carried another advertisement
Nov. 22 and again on Nov. 27, the
N. Y. Journal being included). Pa-
pers used on Nov. 26 were the N. Y.
World, Chicago Daily News, Philadel-
phia Bulletin, Boston Globe, Buffalo
(Continued on Page Four)

Page Two

December 1, 1928

Supplement of Clearing House News Issue of December 1, 1928

x-Thesearethemonths o-Thesearethemonths
ofvitamin-abundance- of vitamin-famine--
fresh vegetables are drink Florida orange
cheap-vitamins are juice daily to protect
easy now. health.

I J l

IThere's an extrabig juice contention Florida
oranges! Get this extra juice whenever
,ON you buy oranges.J

h -I


nd ge extra juice

TrHERE'S lots more juice in Florida oranges bodied and
-extra juice! Always get this extra
quantity when you buy oranges-you pay Ee
for it anyway!
Scientific analysis shows that the vital Drink orar
health properties of an orange are in its juice. There is n(
Florida orange juice is sweet, rich in vita- allagree. (
mins, mineral salts and soluble solids, It brings
Florida oranges are.tree-ripened, brought to infants, gro
mellow sweetness by bright tropic sun and have. The
soft tropic rains. They may have "bright", (phosphate:
"golden" or "russet" skin -yet under their elements) c




skin there is abso-
lutely no difference.
Every Florida orange
is juice-heavy, firm-

)rink orange juice!
vou hear this urgent health message
ige juice, lots of it, every day.
o dissenting voice- authorities
Orange juice brings health.
vitamins and mineral salts that
wing children and adults must
:se vitamins and mineral salts
s, calcium, potash and other vital
ounter-balance the acid-forming

foods-the meats, the starches, sweets. They
combat acidity-build up the alkaline re-
serve in the body, which helps prevent colds,
grippe, influenza and other ills. They are
vital to a child's normal growth-they are
vital to an adult's health.
Serve Florida orange juice to your family
two or three times a day. Buy oranges by
the dozen or by the box-and always buy
Floridas because that extra juice makes them
an extra good buy!



Remember that the small Florida Oranges are
just as juicy, just as sweet as the
large ones-they're plentiful just now and very
reasonably priced I

This Advertisement appears in The American Weekly, December 9th, 1928





How Citrus Has Been Shipped
the Past Five Years

Three More Shippers
Join Association




December 1, 1928

Page Three

SrpHREE more shipping organiza-
S. tions, the International Fruit Cor-
WTHEN the last car of Florida that 105,000 cars of oranges will be portion of Orlando, the Hollyhills
citrus fruit rolls out of the available this season to the northern Fruit Products Company, Inc., of
state next summer and grow- consumer. This is about a 40 per Davenport, and Flesch Brothers of
ers and shippers sit back to take stock cent. larger crop than was marketed Auburndale and Columbus, Ohio,
of their year's work, there will be during 1923-1924. Incidentally Flor- threw their strength into the Clearing
few indeed who will not have realized ida's orange crop is nearly twice as House last month, adding consider-
;hat they have been through a trying lafge as it was last season, only 19,- ably to the Association's control of
period. 000 cars (including mixed carloads) volume.
The current season promises to being moved during 1927-1928.
ovide Florida growers and shippers One of the three new organizations,
provide Florida growers and shippers The following table, compiled by the International Fruit Corporation,
prilems or thae tir utos mqota of the United States Department of Ag- formerly the Standard Growers Ex-
problems for the crop to be marketed
s by far the largest in the history of riculture, gives the actual carlot ship- change of which the late Victor B.
;he industry. California's gigantic ments on oranges, grapefruit and Newton was manager, is one of the
orange crop, estimated at 72,000 mixed loads for Florida, California, large marketing organizations of
cars, is the big factor that Florida Texas and other states since 1923- Florida. This concern owns consid-
growers must take into consideration 1924 and includes also the Clearing erable grove property and handles a
in moving their own fruit. Florida's House estimate on oranges and large volume of fruit for growers in
own orange crop, estimated as being grapefruit for the current season. many sections of the state. The In-
as large as that of the disastrous sea- The figures for oranges include tan- ternational is a subsidiary of the Di
son of 1923-1924, is not lessening gerine shipments but none of the Giorgio Fruit Corporation of New
this state's problems either. The esti- figures include lemons, which crop is York.
mated orange crop reaches the un- an important one in California, about The Hollyhills Fruit Products Com-
wieldy figure of 33,000 cars, which 11,000 cars being shipped the past pany is the shipping organization of
with California's production, means season, the Hollyhills Grove and Fruit Com-
pany of Davenport. The concern has
ORANGES (Including Tangerines) just recently completed erection of a
Estimated Actual Actual Actual Actual Actual huge packing house at Davenport,
1928-29 1927-28 1926-27 1925-26 1924-25 1923-24 the structure being regarded as one
Florida .. 33,000 16,437 22,536 19,625 25,085 33,233 of the most modern in the state.
California .----- 72,000 37,658 46,948 36,365 32,962 41,790 The Flesch Brothers Company, who
Other States --- -- 631 266 449 490 713 handle a large volume of fruit
- through the Adams Packing Con-
Total ---------- 105,000 54,726 69,802 56,439 58,537 75,736 pany at Auburndale, are well known
in both Florida circles and the north-
GRAPEFRUIT ern trade. They have been operat-
Florida --- 21,000 14,184 17,304 14,261 20,083 19,482 ing in Florida citrus for many years.
Texas ---- 1,700 1,034 747 ** ** ** In notifying the Association of its
Other States 953 807 960 1,693 254 decision to join, F. W. Heggblade, in
charge of the International, wired
General Manager Robinson as fol-
Total -------- 22,700 16,170 18,858 15,221 21,776 19,736 lows:
MIXED "Mr. Di Giorgio and writer have
just returned to New York from ex-
Florida 6,218 5,313 3,565 4,225 3,540 tended business trip and this is the
California 1,428 1,429 ** ** 653 first opportunity we have had to real-
Other States --- 82 31 1,167 1,062 50 ly give full consideration to the
Clearing House. After having gone
Total --- 7,728 6,773 4,732 5,287 4,243 over the same thoroughly we are glad
- to advise we are generally in accord
Grand Total for U. S. combining all Shipments- with your set-up and plans and are
127,000 78,624 95,433 76,392 85,600 99,715 instructing our Mr. Lowrey to ar-
range at once to sign shippers' con-
** Included in others. tract. We congratulate the Associa-
tion on securing you as manager."
As a matter of further interest to
Co-operation in the apple industry ples.-H. E. Erdman, Western Adver- the Association in the International's
has not been a complete success tising, Oct. signing up, it was announced recently
largely because of increasing pres- that another subsidiary of the Di
sure from other fruits and because Florida celery growers are attempt- Giorgio Corporation, the American
the several co-operative organizations ing formation of an organization sim- Fruit and Steamship Corporation,
in the Northwest have so far not been ilar to the Florida Citrus Growers plans inauguration of a steamship
able to get together on a joint cam- Clearing House for the purpose of line between Jamaica and continen-
paign. Any national co-operative regulation in the industry and the in- tal Europe. Freight and passenger
movement has been hampered be- crease of consumer demand. A levy steamer service also is contemplated
cause Eastern and Western apples of 5 cents on each crate of celery between New York and Jamaica, Phil-
differ greatly and that Eastern apples shipped, which would bring in ap- adelphia and Cuba, and New Orleans
are usually packed in barrels and are proximately $150,000, has been pro- and Vera Cruz. The steamship com-
highly competitive with Western ap- posed, (Continued on Page Four)




WE ARE establishing in this is-

sue a General Manager's col-
umn in which it is hoped that
your General Manager may have a
personal chat with you every two
It is unfortunate that the organiza-
tion was not fully completed until we
were well into the actual shipping
season. There have been many de-
tails to work out but we are making
satisfactory progress.
I am very keenly interested in de-
veloping a service in the Clearing
House which will furnish worthwhile
information to the growers and be of
material assistance to the shipper
members in the distribution of the
crop this season and future seasons.
Those familiar with conditions are
aware that we have to distribute from
Florida approximately 31,000 cars of
oranges and 21,000 cars of grape-
fruit, total around 52,000 cars. Our
advice is that California has approxi-
mately 69,000 cars of oranges, mak-
ing a total orange crop to distribute
this year of around 100,000 cars,
which exceeds by 33 per cent. the
total crop that was distributed in
1923-24 season.
The Executive Committee of the
Operating Committee of the Associa-
tion meets once or twice weekly and
is in daily touch with the manage-
ment so that plans for distribution
are worked out weekly in advance.
A meeting of the shippers was held
in Orlando, November 14th, in .which
the orange situation was discussed. It
was decided, due to the condition of
fruit on arrival in the markets and to
a too heavy orange movement, to
pick for size and with some tree col-
or, also to pick tangerines for size
and color. The recommendations of
the Executive Committee of the
Operating Committee were closely
followed by shipper members with
good results.
Another meeting of the shippers to
discuss the present situation was held
Friday evening, November 30th.
I am at present working on plans
for increasing the information to be
furnished our grower members. This
now promises to be successful and if
so, will make it possible for us to
send to each grower daily informa-
tion of great importance to him.
We have already met probably the
worst experience of the season as to
condition of fruit. Distributors were
confronted with some difficult prob-
lems. Our chief difficulty has been in
the fact that fruit arrived in the mar-
ket with considerable decay and with
too great a percentage of small sizes.

Nation Reads of Florida Orange
(Continued from Page Two)

Times, Cleveland News, Cincinnati
Post, St. Louis Globe-Democrat and
Pittsburgh Sun-Telegraph.
The large list of 190 smaller towns
and cities whose newspapers carried
advertisements Nov. 27, follow:
Alabama: Birmingham, Mobile.
Connecticut: Bridgeport, Hait-
ford, New Haven, Norwalk, Water-
Delaware: Wilmington.
District of Columbia.
Georgia: Atlanta, Macon.
Illinois: Aurora, Danville, Deca-
tur, Galesburg, Moline, Peoria, Quin-
cy, Rockford, Springfield, Streator.
Indiana: Elkhart, Evansville, Fort
Wayne, Logansport, Newcastle, South
Bend, Terre Haute, Vincennes, Mun-
cie, New Albany.
Iowa: Burlington, Cedar Rapids,
Davenport, Des Moines, Dubuque, Ft.
Dodge, Mason City, Muscatine, Wa-
Kentucky: Ashland, Lexington,
Louisiana: New Orleans.
Maine: Portland.
Massachusetts: Attleboro, Broc-
ton, Fall River, Haverhill, New Bed-
ford, North Adams, Northampton,
Pittsfield, Springfield, Worcester.
Maryland: Cumberland, Hagers-
Michigan: Battle Creek, Bay City,
Ann Harbor, Benton Harbor, Flint,
Grand Rapids, Jackson City, Kalama-
zoo, Lansing, Muskegon, Saginaw.

The decay naturally, was caused by
damage done by the storm, supple-
mented by weather conditions in
Florida. Similar fruit, which has not
been picked, is now dropping heavily.
It is believed the cooler weather now
being experienced will result in fruit
of a much better quality being
Comparative statistics running back
for five years have been compiled to
assist us in plans to distribute this
year's crop. We are not working
blindly. We realize the difficult prob-
lem confronting us and all of our
time and effort will be devoted to
solving it and rendering a service
with which all our members will be
satisfied when our first season is over.

Three More Shippers Join
(Continued from Page Three)
pany has extensive banana interests
in Mexico, Jamaica and Cuba.
Inauguration of the steamer serv-
ice between Jamaica and Europe is
expected to have an important bear-
ing on the Florida citrus industry in
that it is possible that the steamers

Missouri: Hannibal, Kansas City,
Joplin, Springfield.
New Jersey: Atlantic City, New-
ark, Patterson, Trenton, Elizabeth.
New York: Binghamton, Elmira,
Brooklyn, Ithaca, Jamestown, Kings-
town, Newburg, Rome, Schenectady,
Troy, Utica, White Plains, Water-
North Carolina: Charlotte, Gasto-
nia, Greensboro, Rocky Mount,
Wilmington, Winston-Salem.
Ohio: Akron, Canton, Columbus,
Dayton, Hamilton, Lima, Lorain,
Ashtabula, Mansfield, Marion, Mid-
dletown, Portsmouth, Springfield,
Steubenville, Toledo, Warren,
Youngstown, Zanesville.
Pennsylvania: Allentown, Altoo-
na, Bethlehem, Chambersburg, Eas-
ton, Erie, Harrisburg, Hazeltown,
Johnstown, Lancaste r, Lebanon,
Pottsville, Scranton, Shamokin, Read-
ing, Wilkesbarre, Williamsport, York.
Rhode Island: Pawtucket, Provi-
dence, Woonsocket.
South Carolina: Greenville.
Tennessee: Chattanooga, Knox-
ville, Memphis, Nashville.
Vermont: Burlington.
Virginia: Norfolk, Richmond,
West Virginia:__ Bluefield, Charles-
ton, Clarksburg, Huntington, Wheel-
Wisconsin: B e 1 o i t, Green Bay,
Oshkosh, LaCrosse, Madison, Sheboy-
gan, Racine.

will touch Florida ports to pick up cit-
rus for European markets. The ves-
sels are refrigerated and can accom-
modate large loads of fruit in one
Assisting Mr. Heggblade in opera-
tion of the International Fruit Cor-
poration, will be Mr. L. E. Lowrey,
Mr. J. E. Robinson, sales manager;
L. D. Aulls, traffic manager and
others, comprising a competent force.

In California alone there are more
than 20 million dollar co-operative as-
sociations. Despite the difficulties of
individual organizations the real an-
swer to the question of the soundness
of the co-operative selling movement
in the West can be found in the con-
ditions of the whole group.-H. E.
Erdman, Western Advertising, Oct.

California is shipping the last of
the Valencia crop, according to press
dispatches from Los Angeles, and is
starting her movement' of naval or-
anges. Only about 100 cars of Val-
encias were shipped during the week
ending Nov. 23.

December 1, 1928

Page Four


Fruit Price News

Handled Carefully
FREQUENT requests from grower-
members of the Clearing House
that more publicity be given to mar-
ket price conditions has led General
Manager Robinson to give an explan-
ation as to why such information can-
not be-broadcast too freely.
"While the operations of the Clear-
ing House are all open to the mem-
bers of the Association," Mr. Robin-
son said, "it has been deemed best
that the publicity should not include
matter which would react harmfully
to the growers' interests. In any mar-
keting or sales organization, there
must necessarily be some phases of
the business which cannot be made
public for the reason that to do so
would be simply to advise competi-
tors of one's next movements.
"Members of the Operating Com-
mittee of the Clearing House, all of
whom are experienced marketing
men, have the best interests of their
clients and the Association members
at heart. They realize probably bet-
ter than most of the growers them-
selves just how carefully news of
fruit prices and conditions must be
given out to the public. Everyday
business methods demand that move-
ments and activities be carried out
with no advance notice, in most cases
no publicity being given to them until
after consummation of the business
in hand. This is the identical policy
of the Clearing House. Upon con-
clusion of the various market nego-
tiations the fullest publicity can be
given to the business and the growers
will be free to know how their busi-
ness was handled. Certain market in-
formation available only to Clearing
House members, if given out public-
ly either through the press or the
NEWS, might very easily be ruinous
or at least harmful, for outside ship-.
pers then would have the advantage
now enjoyed by Association members
in using exclusive market informa-
"Many illustrations could be given
of how Association shippers would be
placed at a disadvantage by publicity
as to their plans or the so-called 'in-
ner workings.' This explanation is
given to those growers who may not
have understood this phase of the As-
sociation's operation. I feel certain
that our membership will appreciate
this position and will work with us in
the successful carrying out of our ob-
jectives. In one respect, as I see it,
the Clearing House is similar to an
army. No war could be waged vic-
toriously if one of the armies broad-
cast its plans of strategy to the foe.
Likewise neither could that army
function efficient or properly unless
the commanding officers-the gener-

Citrus Growers Must Learn

To Adjust Volume to Demand

SDJUSTING volume of produc-
tion to demand was character-
ized as the fundamental prob-
lem confronted by the California cit-
rus growers by Nils A. Olsen, chief of
the bureau of agricultural economics
of the U. S. Department of Agricul-
ture in a speech delivered at the Fruit
Growers and Farmers Convention at
Riverside, Calif., early last month.
Much of Mr. Olsen's talk to the
Californians contained observations
that are equally interesting to Flor-
ida citrus growers and are re-stated
here in part.
"Blind competition," Mr. Olsen
said, "between producers of the same
commodities in different areas and
between producers of competing pro-
ducts is to a large measure responsi-
ble for the very difficult situation
that certain growers are finding
themselves in today. If these and
other growers.are not to find them-
selves in the same unprofitable situa-
tion in the immediate future, some
fundamental adjustments will be nec-
"Insofar as the consumers' market
for fruit is a limtied market, in any
one season or over a longer period,
adjustment of output and of the sea-
sonal marketing is an obvious neces-
sity. Much is being done in this di-
rection through the efforts of exten-
sion forces and co-operative market-
ing associations. But even changing
the trend in local production and ef-
fective distribution is dealing only
with a part of the problem.
"Efforts of western fruit growers
will be effective or ineffective depend-
ing on what their competitors in
other areas do. Thus, no restriction
of reasonable proportions that Cali-
fornia may place on its production of
oranges can stem the great prospec-
tive competition from Florida, or the
upward trend in the production of
competing fruits. The fruit grower's
problem in any important area tran-
scends local bounds. In its funda-
mental and real aspects it is a na-
tional and international problem, vi-
tally related to the expansion of our
agricultural area and its utilization."
Mr. Olsen declared that 42 per
cent. of the total carlot shipments of
fresh fruits and 15 per cent. of the
carlot shipments of vegetables origi-
nate in California. The value of
these crops is about 75 per cent. of
the value of all crops produced in the

als, the colonels, the majors and the
captains-had the confidence of the
personnel and had the authority to
plan and carry out their strategic

state. The prosperity and well-being
of California fruit and vegetable
growers, therefore, vitally affect the
state, as well as the nation, he said.
The fruit and vegetable growers of
the Pacific Coast weathered the agri-
cultural depression somewhat better
than producers of some other farm
products, the speaker pointed out, al-
though they did not altogether escape
the blighting effects of those bad
years, nor are they now without their
serious problems. These growers
have made progress in methods of
marketing products, but competition
from producers of this country and in
other parts of the world, Mr. Olsen
said, present problems beyond con-
trol. California producers have done
much to increase the demand for pro-
ducts, but the purchasing power and
appetite of consumers are also large-
ly beyond their control, he added.
Discussing market outlets for fruit,
Mr. Olsen said that "by all odds, the
domestic market is the most import-
ant outlet for American fruits. Con-
sidering the demand outlook for
fruits, we must not overlook competi-
tion between different kinds of fruits
for a place in the consumer's budget.
An increase in the income of consum-
ers as a group is likely to be reflect-
ed in the increase in the volume of
the consumption of some fruits, an
increase in the premiums paid for
higher quality, and a shift in con-
sumption from what may be consider-
ed the less desirable to the more de-
sirable fruits. Opportunity lies more
in cultivating consumers in areas now
reached than in finding new markets
and reducing transportation costs.
Feeding the market the kind of fruit
it prefers is another field for further
investigation and development."
Discussing foreign markets for
American fruits, Mr. Olsen declared
that "the principal problem to be con-
sidered is one of competition which is
at present keen and promises to in-
crease as time goes on. So far as
fruit production in Northwestern Eu-
rope, principally apples, pears and
plums is concerned, it is not likely
that competition with Pacific Coast
fruits will become relatively more im-
portant than it is at present for many
years. Competition from the long
established fruit industries of South-
ern Europe and the Mediterranean
Basin will undoubtedly continue
strong but largely, as at present, on
a volume rather than a quality basis.
"It is in the relatively new fruit
producing area, particularly in the
Southern Hemisphere, that we must
look for our most formidable compet-

Page Five

December 1, 1928

Page Six


DECEMBER 1, 1928

Published Semi-monthly by the FLORIDA
SOCIATION, DeWitt Taylor Bldg., Winter
Haven, Florida.
Entered as second-class matter August 31,
1928, at the postoffice at Winter Haven, Fla.,
under the Act of March 3, 1879.

C. O. ANDREWS . . .. .Orlando
E. C. AURIN . . .. .Ft. Ogden
TOM S. CARPENTER, JR Crescent City
J. C. CHASE . . .. .Orlando
J. A. GRIFFIN . . ... Tampa
W. M. IGOU . ........ Eustis
R. E MUDGE . . .. .Fellsmere
JOHN A. SNIVELY . Winter Haven
J. T. SWANN . . . .. .Tampa
ALLEN E. WALKER. . Winter Haven
R. B. WOOLFOLK . . . Orlando

Per Year: $2.00 Single Copies: 10c

Flood Sufferers

Exempt from Tax
LOSSES suffered through the over-
flowing of Lake Okeechobee dur-
ing the recent storm are deductible
from income tax returns, the United
States Board of Tax Appeals recently
ruled. This decision of course will
be of most interest to the growers of
St. Lucie County, many of whose
groves were flooded.
The growers had claimed, in mak-
ing their appeal, that the cost of
preparation of the ground for the
planting of the crop that was ruined,
should be deductible. The Commis-
sioner of Internal Revenue disallow-
ed the claims but his action was over-
ruled by the appeal board. An analy-
sis of the board's findings, prepared
by N. W. MacChesney, general coun-
sel for the national association of
real estate boards states: "The board
alluded to cases where it had held in
the case of orchards and vineyards
attacked by disease which had been
destroyed to prevent further spread
thereof, that the cost of bringing
them to productivity was a capital ex-
penditure and the loss occasioned by
the disease was deductible. The
board saw no difference in legal ef-
fect between destruction by natural
causes such as overflows. It said that
in either event if the result is to
destroy the property and prevent its
use for the purpose intended, it is a
loss-and the loss in this case was
held to be deductible."
Heretofore local grove owners have
made unsuccessful efforts to deduct
flood damage in making their returns,
but the case just decided would seem
to make it possible to do so in the


Rings May Be Used

for Spot Picking
PICKING rings for accurate sizing
in spot-picking citrus may become
generally used by Florida shippers, or
at least by members of the Clearing
House Association.
At a meeting of shipper-members
the middle of last month, C. G. Bouis,
president of the Fort Meade Packing
Company, furnished the name of the
manufacturer of the rings when the
shippers present signified their inter-
est in obtaining and using them.
The rings are made of steel wire
5/32nds of an inch in diameter, gal-
vanized after making. The rings
have a four-inch handle and a small
turned eye at the end of the handle
so that the ring may be carried in the
picker's hip pocket or slung by a
string around the picker's neck. The
cost is only a few cents each.
The Fort Meade Packing Company
uses the rings, each picker being sup-
plied and being required to use under
penalty for picking more than a cer-
tain percentage of fruit of the wrong

Free Orange Juice

Is Plan of C. of C.

F CALIFORNIA can give away her
oranges to travelers who cross her
line by train, why can't Florida do
likewise? This is the question being
asked by the Florida State Chamber
of Commerce and the answer is up to
the residents of Florida.
The Chamber's interest in the mat-
ter of giving away oranges and grape-
fruit on the trains entering and leav-
ing this state, is based upon a move
recently made by California to have
the railroads of the country accept
free oranges for free distribution to
their passengers. The California
growers proposed to withhold one per
cent. of their crops from the market
for such use on transportation lines.
They estimate they will give away ap-
proximately 30,000,000 pounds of
fruit annually (although not all of
this is citrus fruit) and believe they
will serve in this fashion some 60,-
000,000 potential purchasers of their
The State Chamber says that for
many years far-seeing Floridians,
looking forward to that time when
Florida's citrus crop will reach such
proportions that marketing, without
long years of preliminary effort, will
be a tremendous problem, have been
urging that orange and grapefruit
juice be served free of charge in ho-
tels and aboard trains in Florida.
Each season thousands of boxes of
fruit of perfect quality yet of such a

December 1, 1928

grade that it cannot stand shipment,
are wasted. This is the fruit largely
utilized by hotels, restaurants and
soda fountains in the production of
orange juice, but the patron is
charged anywhere from ten cents at
the soda fountain to twenty and even
twenty-five cents per glass at the
higher class hotels. For several
years the railroads have been serving
orange juice free of charge to pa-
trons on many trains operated in the
state. If the railroads can afford to
go this far in advertising Florida cit-
rus fruit, hotels and restaurants cer-
tainly could meet them half way, the
Chamber declares in its statement.
The belief is expressed by the
Chamber that citrus factors in the
state could well afford to set aside in
the packing houses that fruit which
cannot stand shipment and donate it
to hotels, restaurants and the rail-
roads with the understanding that the
juice be served to patrons free of
charge. Every through train operat-
ing into and out of Florida should
serve orange juice without cost to
passengers. Any cost to producers
that might be involved, the Chamber
points out, would be trivial, for the
fruit is wasted anyway, and the prac-
tice would be the cheapest and most
effective advertising the Florida cit-
rus industry ever secured.

Memorial Planned

for Lue Gim Gong
LUE GIM GONG'S contribution to
Florida citrus culture is to be hon-
ored by ereetion of a $1,500 memo-
rial at DeLand if the present plans of
former friends and admirers of the
noted Chinese-American horticultural
wizard are perfected.
The committee arranging finances
for this memorial has secured from
the executors of Lue's estate a num-
ber of books containing a record of
thousands of persons from all parts
of the world who visited the horticul-
turist's grove in DeLand. To each
of the registrants a letter is being
mailed inviting those who visited the
grove to contribute to the memorial
George E. Ganiere, noted sculptor
connected with Stetson University,
has submitted a life-size likeness of
Lue taken from a death mask. To
date the fund obtained totals a little
more than $150.

Inability of California grape grow-
ers and shippers to co-operate in the
marketing of this year's crop leads D.
A. Conn to declare that the only al-
ternatives are dissolution of the Cali-
fornia Vineyardists Association or
the agreement by growers to contract
to ship grapes through shippers desig-
nated by the association.-New York

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