Title: Biennial report - Florida Division of Marketing
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00094067/00014
 Material Information
Title: Biennial report - Florida Division of Marketing
Physical Description: Serial
Language: English
Creator: Florida -- Dept. of Agriculture and Consumer Services. -- Division of Marketing
Publication Date: 1943-1945
Genre: government publication (state, provincial, terriorial, dependent)   ( marcgt )
Dates or Sequential Designation: 1- 1917-
 Record Information
Bibliographic ID: UF00094067
Volume ID: VID00014
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 - 01403025


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JULY 1, 1943 TO JANUARY 1, 1945

Reading Time: 40 Minutes








JULY 1, 1943 TO JANUARY 1, 1945

Reading Time: 40 Minutes

tive study of the extent of weather damage to the principal Florida.truck
crops having fall, winter and spring acreage, occurring over a long period
of time. The material was supplied the proper agencies in their appeal for
disaster clauses in OPA ceiling structures so that higher prices might pre-
vail for perishable products in time of crop losses than ordinarily permitted
by the established ceilings.
Much of the most important and valuable service is provided by
Bureau officials in conferences with Federal officials and other authorities
seeking factual data on Florida agricultural crops. Neither credit nor
publicity attaches to such service, only the compensation derived from the
fact that substantial, and impartial, and conservative information is given
by experienced Bureau personnel in possession of the facts. The Bureau
was the only State agency that had price average tabulations of Florida
vegetables for a long period of years when such data were required by the
Office of Price Administration. Reliable figures as to monthly, weekly and
seasonal shipments of Florida truck crops were unavailable in as complete
form, for as long period of time required except from the Bureau records.
Whether it has been basic material for use by Government Engineers, by
Office of Price Administration, by War Food Administration, by banks fi-
nancing much of Florida agriculture, by authorities seeking indisputable
evidence for rate hearings, or by many other sources such as the Quarter-
master Market Centers, it has been promptly supplied by the Bureau. Such
features of service unpublicized, generally known of only among the agen-
cies accommodated, are worth to the growers and shippers of our State
many times over the amount appropriated for the State Marketing Bureau.
The multiple war regulations have necessitated the preparation
of much additional factual material to aid producers and shippers in seeking
modification of ceiling prices and transportation regulations where undue
hardships resulted. Because of our more than twenty years of close coopera-
tion with the U. S. Department of Agriculture, most Federal men coming to
Florida in connection with surveys come to this Bureau for facts and sugges-
tions. We have exerted considerable influence with the result that many
commodities up to November 1944 had not gone under ceilings. We have
aided other agencies of the Florida fruit and vegetable industry in their
transportation and ceiling matters. The interpretation of various Federal
regulations has occupied an increasing amount of our time.
The Bureau mindful a long conflict was inevitable before Ger-
many and Japan could be defeated, its officials in early 1942 predicting the
war would not end before 1945, still looked far enough ahead to consider
postwar conditions. By mid-year 1943 we began thinking over the probable
postwar situation, and published a summary of our views officially under
date of Dec. 1, 1943 under the general heading of "As Postwar Agriculture
Goes, So Grows Florida." Conference was held with Agricultural Extension
officials on this subject in November 1943. The Bureau in fact was the first
State agency to release a postwar planning report. Numerous conferences
were held later with State and Federal officials relative to postwar agri-
cultural marketing.
Market News has been given special attention in the last two-year
period, the service in Florida being conducted jointly by the War Food
Administration and our department. A special citrus station was operated
at Lakeland throughout the main shipping season, providing information
needed and most demanded by the citrus industry. Teletype facilities were

extended to the Lakeland office to improve and expedite the service. Com-
missioner Rhodes, accompanied by the Federal representative in charge of
the Lakeland citrus sLation and a representative of the Florida Citrus Com-
mission, conferred with Washington officials in August 1944, and were suc-
cessful in arranging to secure supplementary material for the Lakeland
citrus office for the 1944-45 season. For the first time, teletype facilities
have been extended to the Pompano section this coming season. We have re-
quested the War Food Administration to cooperate with us in extending
market news service in the Everglades section, whereby full-season reports
would be issued daily from both Belle Glade and Pompano rather than
dividing the service to part season operation as heretofore because of insuf-
ficient funds. both Federal and State. We had teletype installation last
sea:o.0 at the Sanford celery field station. The other special seasonal mar-
ket news offices have been continued; for instance, at Hastings, Belle Glade,
Plant City, Leesburg, Thomasville, Ga., (livestock), with auxiliary service
fed to other sections. Semi-weekly poultry and egg market reports were
mailed regularly to some producers. A general miscellaneous vegetable
bulletin was mailed daily from the Bureau offices to an average of 2200
growers, shippers and others eight months of the year over the State at
large. Special information by telephone and telegraph was provided those
requiring faster-than-mail service. We have provided Florida with the
most comprehensive and we believe the best Market News Service of any
State in the Union.
In addition to the special field stations issuing daily market re-
ports in centralized locations of the principal producing sections in the
State, a daily general vegetable market news bulletin is issued from the
Bureau offices from Nov. 1 to the following June 30 each season. This report
covers shipments from Florida and also all other States; passing, market
receipts, conditions, and quotations of Florida vegetables on all the larger
terminal markets. It also includes market information for Atlanta, Tampa
and Jacksonville. It goes to every vegetable shipping section in the State.
The preparation of this special "state-wide" daily report is handled by our
Market News Specialist. who covers the Jacksonville market daily and
handles the general market news reports for the Bureau. The Market News
Specialist also covers the Jacksonville poultry and egg market, which quote
is used as the basis for possibly 95 percent of all the sales of Florida pro-
duced eggs. He also supervises the tabulation of daily truck passing sup-
plied by the State Department of Agriculture. The annual fruit and vege-
table report of the Bureau is prepared by the Market News Specialist. This
report covers practically every farm crop of commercial importance in the
State and in detail statistical data for fruits and vegetables. The demand
for this annual report exceeds the supply printed each year although the
number published is increased each season. Considering the number of
producers and shippers of fruits, vegetables, nuts, field crops, poultry, eggs
and others, all over the State. who rely on the Jacksonville daily Federal-
State report by the Market News Specialist. it is doubtful if any one service
in the State is more appreciated by them than this special public service.
The Bureau also has Market News representation on both the
Tampa and Miami markets, supplying largely the same type of information
carried in the Jacksonville daily bulletin, and these reports are included in
the main office releases as well as in the press and other releases in the
three largest Florida cities.
Federal-State shipping point inspection has been provided Florida

shippers of fruits and vegetables on a carlot equivalent volume of 198,405
cars in the 1942-43 and 1943-44 seasons, which based on prewar average
loadings would have exceeded a carlot equivalent volume of 225,000 cars.
This service was started in 1922-23 by the Florida State Marketing Bureau
and the Government cooperating, and from point of efficiency and economy
has achieved an enviable record.

The circulation of the semi-monthly For Sale, Want and Exchange
Bulletin has increased to about 33,000 subscribers, (Nov. 1, 1944), all of
whom have requested the Bulletin, and more than 4,000 have been added
to the mailing list in the last two years. The editorials and general copy
of the Bulletin have been widely and favorably commented on not only
by farmers in Florida who use it most but also by readers in other States.
Some of its editorials have been carried in national publications, and also
in Bulletins issued by Bureaus in other States. While the Bulletin has all
along filled a great need in prewar times, it has been even more serviceable
in war time. We were commended by the War Production Board for featur-
ing the listing of farm machinery, equipment and supplies which became
ever scarcer as the war went on. Also by the Office of Price Administration
for carrying special notices as to rationing of farm equipment, ceilings, etc.
The notices given in the public interest of sales of purebred cattle by various
clubs and associations aided many growers to secure foundation breeding
stock at reasonable prices. Every issue in crop season has carried a com-
plete summary of Florida truck crops as to acreage, location, supply and
condition, prepared by the most competent and experienced sources avail-
able, the Federal agricultural statisticians of the U. S. Department of
Our Marketing Specialists have worked almost to the breaking
point to serve producers in the field in their marketing problems, made
more complicated by various regulations, ceilings, etc. In brief they have
helped to market about 1,000,000 pounds of pecans; 270,000 gallons of syrup;
75,000 head of cattle and hogs, including 375 purebred cows, 668 purebred
bulls and 97 purebred boars and gilts; 35,000 pounds of wool; 490,000 pounds
poultry and turkeys; 120,000 dozen eggs; supervised in grading 6,979,340
dozen eggs. In all our Livestock and Poultry Marketing Specialists alone
have helped directly and indirectly in marketing possibly $12,250,000 worth
of farm products. They attended 144 marketing meetings, held hundreds
of conferences and served Florida agriculture in so many other instances
that pages of detail would be required to enumerate them all. These field
specialists have worked with all marketing associations; represented the
Florida poultry industry before four OPA hearings on prices, and served
on four War Committees of the poultry industry; assisted in holding four
egg grading schools for egg candlers and egg inspectors; assisted with ten
livestock shows; revised two poultry bulletins and prepared a Beef Cattle
bulletin for the State Department of Agriculture; prepared some fifty spec-
ial editorials and press releases for Florida publications. They also aided
with sales of hay, sweet potatoes and miscellaneous products. Their work
touched marketing and grading of products of livestock, field crop and poul-
try producers in some way over the entire State.

Our Marketing Specialist in Fruits and Vegetables was loaned to
the Agricultural Marketing Board and served with the State Farmer's Mar-
kets from 1943 to December 1, 1944. Report of his activities therefore will
doubtless be included in the general report of the Director of State Farmers'

Markets. The Fruit and Vegetable Marketing Specialist will serve with
the Bureau full time in the future.
There never was a more appropriate time to make brief reports
than now, in view of the paper shortage and the limited time anyone has
for reading all the official reports, which at best are generally dry reading
to the public. Therefore. we shall omit much routine detail. Briefly stated,
we have provided a well rounded out marketing service, conservative,
efficient, and appropriate for a State agency. Claims for growers of many
different products have been handled. Sources of supply of needed materials
have been provided almost without limit. Lists of buyers and dealers in the
larger and also smaller markets have been provided. Commercial and fi-
nancial responsibility of dealers has been supplied growers asking for trade
ratings. Other services rendered particularly to the small grower are too
numerous to mention.
This biennial report could be packed with detailed mentioning of
the number of pieces of mail handled, letters written, the volume of tele-
phone and telegraph traffic, et cetera. For instance, three quarters of a
million 4-page copies of the For Sale, Want and Exchange Bulletin annually.
Or nearly a half million 4-page market reports from the Jacksonville office
alone each season, not to mention the eight other field station releases.
Omitting most of that however, let us see from voluntary letters received
in the current biennial period not only what and how well we have func-
tioned in serving all Florida agriculture, but whether it has been worth
what it cost the State and if it is used and appreciated by the farmers. To
quote from a few of many received.-
Sanford, Fla.: "Your market report is very accurate and dependable."
Hastings, Fla.: "The market news service is the way I keep up with markets
and prices."
Boca Raton, Fla.: "During war time especially this Bulletin is the only medium
we farmer growers have to keep in touch with northern market conditions."
Tampa, Fla.: "I have watched as the Marketing Specialist carefully and
thoroughly served the egg industry he so ably represents. My praises go to Mr. -
for splendid work and complete cooperation in helping us handle an enormous
amount of eggs for the War Food Administration."
Citra, Fla.: "I repeat again, without marketing reports could not market crops
profitably. I consider them of untold benefit to all farmers."
Artesia, Fla.: "I wish to tell you of my real appreciation of the most under-
standing, practical write-up on the problems of after the war in a recent Bulletin.
[t is most timely."
Wauchula, Fla.: "There is no Bureau as useful to this agricultural State as
the Marketing Bureau. Its appropriation should be boosted every year without
question - -."
Rattlesnake, Fla.: "Referring to your recent publication, Beef Cattle in Florida,
accept my thanks and sincere appreciation of this fine publication. The cattle indus-
try in Florida is just in its infancy and I am convinced that if we support people
like you the people of Florida will enjoy substantial gains."
Plant City, Fla.: "I have travelled from Maine to California where I lived for
ver twenty years and I have never seen such a practical interesting paper as the

Tampa, Fla.: "The Bulletin service is unequalled. You're to be praised for
your splendid service."
Dover, Fla.: "I got 123 letters and U. S. cards, airmail and telegrams, from my
ad in the Bulletin."
Ft. Myers, Fla.: "Many thanks for this annual marketing report on citrus and
vegetables from Florida. Your office has always been most prompt and willing in
supplying information and here's one Floridian who appreciates it."
Tallahassee, Fla.: "Thank you for this service. It is indispensable especially
in these days when used implements, etc., must be used since new ones are unob-
tainable. Instead of decreasing the Bulletin, it should be increased."
Ocala, Fla.: "I want to take this opportunity to thank you for the Bulletin.
Just don't see how I could get along without it. It is one of the best services the
State of Florida is giving its citizens."
Orlando, Fla.: "I am swamped with orders. Sold out the first four days the
Bulletin was out. Have received an average of 16 orders daily since Bulletin was out."
Dade City, Fla.: "Your Bulletin 'Profitable Hog Production in Florida' is the
first book I have seen that covers the entire subject of hog raising in a complete
manner and applicable to Florida conditions. I have any number of the best books
procurable on hog raising but none of them can possibly compare with yours so far
as they affect Florida conditions. You are to be highly complimented on putting
out such a valuable book."
Atlanta, Ga.: "I wish to take this very first opportunity to convey to you the
appreciation and gratitude of the entire Southeastern Association of Railroad and
Utilities Commissioners for we are all deeply indebted to you for the pattern which
you laid out for the collection and preparation of testimony presented at the hearing
on our complaint in ICC Docket 29043, Rates on Fresh Meats and Packing House
Products, here in Atlanta during last week- We are also gratefully mindful of
the direction you provided for us in the preparation of testimony in our original
Livestock Case which was successfully concluded - -."
Lake Wales, Fla.: "You have given very freely of your time and efforts as a
member of the Agriculture Division of the State Defense Council, and it would
be impossible for us to pay you in dollars and cents what this service is really worth
to Florida agriculture."

The Bureau has notencroached upon the lines of work of other
departments, but we have cooperated with State and Federal agencies at
every opportunity to provide the grower and shipper with better marketing
service. We have not set any definite, routine boundary on our duties, have
gone farther than might be expected to be of service. We have, however,
kept within the law and have respected statutory limitations, both as to
activities and the expenditure of State funds. An illustration of service
provided not "in the book" was that of handling for produce buyers on the
lower East Coast their appeal for sufficient allotment of gasoline to properly
carry on their business and serve the growers, after local and State boards
had reduced allotments so low they could not operate. Not only buyers and
growers selling to them in Florida appreciated the successful handling of
this appeal, but the National League of Wholesale Fresh Fruit and Vegeta-
ble Distributors issued a special trade bulletin to its membership over the
United States on the matter, and expressed appreciation to the Bureau for
its help. Almost a book of similar instances could be written about services
we perform outside cut-and-dried routine.

A word about the employees of the Bureau, servants of the State,
is in order. That the Bureau force is experienced, qualified and capable
is so well established it is unnecessary to make special reference here.
Creditable, however, is the fact that with their specialized training and
experience, in demand at higher pay, the Bureau did not lose any employees,
except of course to the fighting forces, through transferring to jobs that
would have paid them much higher wages in war time. The loyalty to the
State by this force at least deserves mention in this report.

The administrative officials of the Bureau were far sighted enough
to purchase the most essential supplies and equipment in quantity in ad-
vance of the period of scarcity, with financial saving to the State and with-
out our services being curtailed or impaired by shortages. Printing, fold-
ing, addressing and similar machinery that was badly worn or inadequate
was replaced while new equipment was available. Every employee likely
to be called into the armed service took the time and patience to acquaint
and familiarize at least one and in some instances two and as many as three
other employees with his duties. The work, therefore, would have gone on.
Another advantage was that trained alternates could substitute during
vacations or illness, and make shifts in emergencies so that service is always
The Commissioner and the Assistant Commissioner have continued
the basic, original pattern of Bureau service, one handling largely field
duties and outside general public relations, the other remaining on the job
supervising and handling much of the inside detail and the general mechan-
ics of the Bureau's operations such as: Conferences, market news, inspection,
For Sale, Want and Exchange Bulletin chief editorials and general run of
contents, Bureau mail, telegraphic and telephone inquiries, purchase of
supplies and equipment, and other details and services that requires experi-
ence, judgment, special training and honesty.

Before the next biennial report is prepared, we think and let us
pray that the present World-wide War will have terminated. Agricultural
marketing in the period of readjustment during the immediate postwar
period and for years ahead will require the best brains and the most cou-
rageous officials on the part of the State of Florida to serve the agricultural
industry of this State. The Florida State Marketing Bureau has the ability
and aggressiveness to so serve. Our force has years of experience predating
both World Wars and postdating the first World War, and will not have to
place amateurs on the payroll that would need training at State's expense.
With sleeves rolled up we are ready for whatever conservative action that
may be necessary to make Florida agricultural marketing all that it should
Financial statement for the period July 1, 1943 to January 1, 1945
follows. More detailed and minutely itemized information for the current
biennial period was given the Budget Commission as a base in estimating
our financial requirements for the 1945-47 biennial period. Despite the in-
creased cost of supplies, equipment and in general a cost increase in practi-
cally all necessary and regular expense items, we have held down our
expenditures without reducing our service to the agricultural industry of
Florida. Frankly, I am proud of the record of economy and efficiency in
handling finances that has been established and followed by the Florida
State Marketing Bureau since it came into existence in 1917.

of the
Expenditures from July 1, 1943 to January 1, 1945

For Period July 1, 1943 to July 1, 1944
APPROPRIATION FOR YEAR ENDING July 1, 1944 --------........$75,969.25
CREDIT Federal-State Inspection check --.--. --------......... .....-- 1,598.74

TOTAL AVAILABLE .. --........... ............... .....- .............. --..$77,567.99

SALARIES ..- .....-
PRINTING .. .. ... .
Maintenance of equipment and supplies,
such as paper, envelopes, ink, etc., for
issuing daily market reports, bulletins, etc.
ADDRESSOGRAPH ...-- ... ..
Upkeep and supplies.

POSTAGE ..... ......... -
General office mail, semi-monthly
bulletins, market reports, daily mail
reports from Miami, Tampa and 8
road guard stations, miscellaneous.
TELEGRAPH .. ................ ........ ....
General office, leased wire maintenance.

Office equipment, rating agency subscrip-
tions, trade directories, typewriters,
stationery, ink, stencils, water, etc.
TELEPHONE .- ---......-..--.............
Monthly regular, and long distance.
TRAVELING EXPENSES ---- .............
Commissioner and 4 Marketing Specialists,
field duties.

RENTAL ..-----------....................................
Jacksonville offices.
MARKET NEWS --_--..--.. ...--...
Daily reports, 8 field stations, general

------ $35,918.80



---- 2,094.70

..--- 506.18




--..... 3,320.00

--- 14,950.55

overhead expenses. $30,248.20 $66,167.00

CREDIT CARRIED FORWARD to year July 1, 1944-July 1, 1945 $11,400.99

For Period July 1, 1944 to January 1, 1945

APPROPRIATION for year ending July 1, 1945 ... ... $75,969.25
Unexpended balance brought forward from 1943-44 .... ........ 11,400.99

TOTAL AVAILABLE ...-.................... ..---------- ........... $87,370.24

Expenditures (6 Months)

SALARIES -_._ _$18,576.48
PRINTING -- $2,760.47
POSTAGE -._. -..-...---- 1,249.55
TELEGRAPH ........ 181.76
TELEPHONE -..-.-.-.- .............. ... 358.50
TRAVELING EXPENSES .........-----.....--...------ 3,536.35
RENTAL 1,560.00
MARKET NEWS ...........--------------- 5.827.47 $17.330.61 $35907.09

For remaining six months period January-June 1945




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