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For f. Venn. u: Key Scales
Thvv Program. fwr the nlxt throa yourg. doll, now what we ho-lcally must
do la tu Jrvrlupo narketu in proportlvn to the lncreuee uert BOIQ. t0 dV
in citrus prull-nu. Nov, tlls mean. that we must hut-nth. cu'HJ "UP
present wnrket that arc knuun to us knot. e also have to nut Lave
PPOdUCt lHDF-vcunt or no preoducts n. that so can go out and got nru
mdrkctn. lav, ht must flnd a totally new market than those that no arr
ncquulntrd \lth l day. We ntlJ to hav. n-re ornngr julcu to Coot? t?
school level. Nun thlr tlol ln with your Interest because you are on thr
Ochu l PPQPOI. Thls could give u. suijlknnt tremondour vhlunr. 2 all"
need tn have other lnduutrlal plants and blg nrgonlzatlonn llkc tha acutern
Unlon oorvlng orange drlnku to tholr .IpIuchI. This ls thr dxclopchvnt
of markets beyond those that we haV¢ nnh. Run, on the other Ildo 5: must
have expenditures uhother It be coamodlty advertls-uent or brand ndvortlnlne
on the port cf lndlvldual tcgnents of tLr industry or a eunblnatlvn of
both r thra. We must have enougl total advvrtlslng urlght an tht cltrus
can compete luvUrahly ulth all the nubltltutcl products and all th;
synthetic prvducta. 'c must Flnd uuyl to he cure to act DCDIt tn uac
the pure citnnl Julco lnutoad of the aldc uni drink whlch are nnu cltrur
julcc- plus 50 water. Then all rf these thlng. lust he don: tnnrotcet
the Laulc f the cltrua Industry uhlch I. the grower. \nythlnn that hrlpl
the gruucr then lt Ln; to help ovrry otlcr sequent of tLr indUrtry.
Mr. V.: In ethersnrds then we've got to enlarge the tun, I think, wn our
vltamln C stcry. Lhcn I lay cnlargx I loan such on the powerhouse of
Vltanln C and tnt sort of thlng. Tu enlarge lt weVr gut to Icll lt
better as a purr fora nf vltanln C.
n
P. 3: That's right and not let peools He putting ln half aster and citrus
Jule ln what they are selling, hut they are dolng It l 00" PPHF tddY-
Mr. V.: Then, of cuurse, to, if a. islk.d slvut rcmodollng we've got to
lncrocso our luropoan narkrt. But to Jv all these thlngl lull not "IY
calla for more advertlslng and better odVrrtlslng, but It calls for higher
quallty pruductn unJ higher Dullty fruItS.
Mr. I: That's right, and It cells For mnro money
P.V.I I haVon't talked ulth you about thls, but I preuu-o that you all
arsn't too Interested in trying to be too much ago consclous about uwat
Droups so shout at, because From my lnprssnlon l thlnk you feel th-t we
don't have the money to dn this ulth.
Mr. V.: Key, we don't have the money to do any job to a spcclol gruun.
Mr. 5: Hell, I'm speaking to the teenagers.
Mr. 9.: he can throw those things ln sud show the teenager with a glass
of frult, oranur julce and all this sort of thlng, [at you are just creatlng
a subconsclnus>llvvetulon there that is gnud For lteonaners, yuu can't
Just keep hlntlno at that, I don't thlnk. l thlnk ue'v: got to hold lthe
school program In thcproper prospectlvo here.
That's right Key, we're urltlng a long thlnn on that school program now
and I hope ulll make some sense and he klnd of helplng and guldlng.
Nov, Key, all tle teenagers thlnk very sncclflcally-oue hellrve there lu a
market amongst teenagers consumekthc more orange Julce. But today we
don't have GUth to take frnm our haslc job of lnfluenclng mothers to
serVe it to her whole family to be able t. lay any money agalnat the
teenagers. nd, of course, he always have the rotlngs on the jobs that
the are d Dr and Curtalnly the nrlorlty to conflnce mother'8 to Borvr
fruit julce to her whol¢ hfenlly.
2.
Nr. 3.: 0f CUUPIO thin in good if he had the noncy tu dv it uith.
Hr. V.: mil i. a Pin. thing to do it u. had tin money to do it without
having to take honey away frun on. other basic Joh-
Hr. 5.: Now, lvt no ask you? what in the total amount th.t we uncut on
the c neontratc 3 million what?
$3,355,U00.CC, and thin is reputed to he, I guess, the complete general
QPOCIQnt that thin ldVUd a minimum of l2 to '5 billion doilarn.
I 500 u ing to say Von nore than that. l Hal 9 ing to any near 20 million.
lt Probably did. But Key, more important than what money up can actually
save it incrcaood th nunhrr of families uslnolthr product wLich i: Lhcino
rufloctod even today.
You knot I told you win so started that you would have a hotter lungdtt
rotor benefit than you would on the Chart haul. Hell, I appreciate
you giving mo than. thought. and i will poousthom on For what they are
wath.
lf thcre is anything clue d n't hesitate now to give no a yoll. l'llhc
up in Nov York and be there Monday and be there must vf the week.
hell, we'll see how it work. out Harry, now that turns up. You Lnuu
l'm a quantity nan and yet in a way with Farrio being from Marion County
i can't--wo can't path thin quantity angle too cock Not an a platform
.lank, although so arc gnino tn any, I think, that so need better quality
to sell murc fruit, hccnu-o today as you know an no have said many time-
thot that housoxivc,vo are competing with that houocuivc dollar for tn.t
pair of shoes for that child.
Key, l unuld think that no for the tinoo that we have talked alnut arr
important, tr c sure, but some vf then are the kind. of things no talk
about daily olmnat. i think on. yo: night real consideration too in what
.
9 "9d ".he attention II eheuld giVo to research.
I.
.o
C.
Hell, of enure-, this in real important as For as that hi ecwvvvncd "iPPYa
i think it in more important, even frtm a gruuer angle ab to Otti t3
Pit lint-l r~nt stock, the poor resistance etock, the nlltcdi Pcitlncc
9th nd that svrt 0' thing. I contend, We have talked a hut thll. that
'0 dlv "00 odditihnai maturity tests. We have a factur that's-~-
UOMOVhOPO We are wilting. For instance, I have some qrepefruit in tin
rlent now that we do about I35 ratio because the solids are high about
9 90. but the acid. about 75. Neil I like about i: acid with ll aulid
or ownothing like that, but then we'Ve Lad yenkoee in here that eat the
stuff like a nigger and a pieceof watermelon you know. So there in
tone taste element that we are hissing. i think thin in an important
thing.
it is Key, and I'm Just thinking of nun-body that in running in an
important race like this that if they can get ahold of one loan. that in
really vitally important and let eVeryhndy else have the co-ody you know
and i think this research is one that ie---that maybe in not being given
too nuch attention right now, but yet it in our vital to our industry.
Its route, its cultivation practices, the way in which we grade Fruit
6 big industry no to have, Key, we are still grading fruit today the way
we graded it utenour oroatgrondfatimrn Here.
And in a lot of once; we are handling it the lone Hey.
Thot'e right, to are handling it the sore way. We need to Lov- roeearch
and got same technology applied to our great citrus industry. This it
the uoy Ne are going to reduce Floue, this in the way we are suing to
make our groworl more Itatc iuoinu-o non. Thlo ls tho kind of thlno NOV.
I think no you could roa||) take n run with a little bit. 0f curue I think
d U"d thing tn Inject in tL|o thing In V at maylc we IrU|J Ipld our
C0"¢Uc s unset t. vuucatlng sorr nnnJ proopccto to carry on In the higher
levol. Ir ntt :uot talLinu abnut just gr-vv carctukcrn, I'm talking nevut
men h?" know citrus, who knuw how to take care of it and educated in that
field ur s'- has been educated In the Cancentrntc field and has been
educated in the market field, and t-c nor. rcn you got like that, I think,
the More education you have along than. line. the better tlcy can undorntond
this roocnvch. In soot of UP CGOCI In rcoeorch they don't takr int
Coniidcrntivn tLr Mdricn County nrongen 6. against 01L County and thoy
dont take into cnnoideratlon rutt and oloo tho growing Conditluns, soother
conditiuno and the coil Conditiono. Thin in one thing that In important,
hccouoo '0 out uf IOU of us in this buuinoas are not ncnr the lrrl'ticultmiotl
we a uuld be. ~c do those things, 'ut we don't know why we do them. We
alioyo Tcrtill:c at the some time, no IpPay at the Ian. tine nut knnuing
hlny.
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-dr 1r 1.im 1e K i 1, T!i 1, 11 1 1Ir" p og a s f -r IIt Ih e y1 1r, o i o o.t w a c lL d-1t.Jv [-it .lset iihp-prh T, t1-1nr1 s a~tgligt I ertsp i:1 '5. Nw t --~1.mtntem r. a dmh a "]-o
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Mr.~ ~ ~ ~ ~~~~~~w .: T1hrg~ m o e poi eptigi.l tr i itu juin~ ~ Hn wh1 th. "l llnlt he r ex tI sr-aen(1y quality ~ ~ ~ ~ ... .r... .. .'..hr.ulty f ui
PAGE 3
Mr.~~~~~~~~~~~~ ...... .. -or~ aei odi tJti oe oa i i -. -e I I .lan I I I dV Vr ty .d.'V ut *:Iy .r ......t ..y
PAGE 4
I~ d ull, ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~~~l If I.ur 1l sra motik sfrata se r-dHry
PAGE 5
eda our gr-owere more stal te i uniorse men, This is the kind of thing Key, I thinl. mm yen could reati> take a run wit1. a i ittle ; It. Of c -me i taisk a T-"d thing te inject in ti la thing In -et e-ays e w N'''' I r*Pa"a Gur co I i e:et -uses te eucat i no sm.. nomi preursects 0esi+r'y sus in d.e l'e'e' level. I '.i :uet treik in .Cout just grn car'etsers, l'r r sik ii.9 ai -a men a e know citions ,,bo kow how to +.ike care of it ami educated in that field er 1. I as N;eis educated in the concruteite fleid and Itas bern niucated in t:-. r-.arket field, and t e vor. r ca you get i ike that, I t' id'., tlir -.ore education you besve salar19 those i irwa the bettrr t cy can vriderstand this res.or-ch. be assent of nue cases iri rt-sear.cl. tiay dt.n't take into canaidur.st i.-n d., erion County ..renges as mainst ''eik Counts .md they slan't take inte consider..tion rat .Mad dise ti.ei grwing conditi'-as, se.stier conditie,1:a .ind t:te soil conditions. T1-la ja one tulis9 tl.at in important, i.ecause N nut t.E 100 of us in t: In buniness -ire not near t .e i s rticulturint we s ovid I c. r do ticeae things, -ut we don't know ally se da them. M a l s.ays irrt i l be at the as tit-e, se spray at the s."',e t ir'e at 's"n i nsi
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