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ANNUAL CONVENTION
INTERNATIONAL APPLE ASSOCIATION
BREAKFAST
Miami Beach, Florida
July 26, 1960
I am very happy to note that the apple industry of the
United States has finally succumbed to the charm and enchantment
or Florida and is holding its great annual convention here where
the world's finest oranges are grown! I see a lot or orange
Juice on the tables this morning, but not an apple is in sight.
But do not despair. There may be some among you who, after I
have finished my remarks, will observe that you have indeed been
served an abundant portion of applesauce, after all.
I don't suppose there is a better-known or more widely-
quoted slogan in the food business, or in any business, for that
matter, than the one that goes: "An apple a day will keep the
doctor away." I have been trying for some time to connect the
significance or this apple industry meeting here in Florida.
My only thought is that perhaps our citrus people, clever as I
know them to be, are going to re-arrange your slogan slightly
to read: "An orange a day will keep the apples away."
But,loyal as I am to our great Florida citrus
industry, I must say that "keeping the apples away" would be a
tremendous task. Nor do we want to. We welcome all or you to
Florida as worthy compatriots in providing a nutritious and
delicious food product to the dining tables of America. We have
so very much in common that we would do well to work even closer
together and learn from each other the ways or doing a better
Job in selling our fruit. America -- indeed, the whole world
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-- is hungry for the fruit of your orchards and our groves. Let
us be about the business of satisfying that hunger.
I am sure there are ways that we in Florida can be of
some help to you in solving your marketing problems. I have
been told that Florida Citrus Mutual has been of great assist-
ance in helping the Michigan apple growers to organize along
the lines of mutual here in Florida. I would also suggest that
those of you who are interested in a co-ordinated, industry-
wide advertising and merchandising program would do well to
study the operations of our Florida Citrus Commission, which is
so ably administering the central affairs of our citrus industry
and advertising and promoting our fruit and products around the
world.
These are the kinds of things we have to offer which
may be or help to you, and they indicate the kind of people we
have in Florida citrus who have organized themselves and eqnipped
themselves, through taxes which our growers agree to be imposed
upon themselves, to carry on a planned program of self-regulation,
of advertising, and or research.
Not all research is carried on in the laboratories, of
course, although this is a most essential part of Florida's
program or improving present citrus products and discovering
new ones. Modern industry and modern agriculture demand, in
addition, market research -- the kind of enlightened investigation
that prepares the way for better merchandising. This is the kind
of research that frightens and even antagonizes some people,
because they don't understand it.
Let me give you some examples of the kind of market
research that the Florida Citrus Commission is interested in,
and then I think you will agree that this is basic to the
future prosperity of citrus and to the intelligent operation of
the industry.
The Commission is studying the lasting effects of last
winter's special promotional campaign on frozen orange concen-
trade, which was sponsored and paid for by the concentrators
themselves. The answers will tell how good a Job the promotion
did in gaining and holding new users for orange concentrate.
The value of this information is obvious.
Then the U. S. Department of Agriculture is studying
consumer preferences between natural color oranges and color-
added oranges. I'm sure I don't have to tell you how important
it is for our industry to know the answers to this one.
A new, high-density frozen orange concentrate product
is being tested among 500 families in New York and Philadelphia
to find out how consumers will react to this product, which
might well become a major new addition to the family of citrus
products.
The Commission is analyzing the movement of Florida
oranges, tangerines and grapefruit in nearly 200 U. S. markets.
The pattern is being traced over the past two and a half years
to determine Florida's share of the market and rates of con-
sumption of citrus in these markets. This is the sort of infor-
mation that will help the Commission do a more precise and
effective advertising and merchandising Job in markets where
more work is needed.
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These are some of the projects now under way. A great
many others are in the planning stage. I understand that a
group of U. S. Department of Agriculture market research
scientists, together with those from the University of Florida,
industry leaders, and the Commission's own staff met in Lakeland
Just about a month ago to draw up plans for more research into
how citrus can be sold better.
They're going to look into the effects of price
changes on citrus sales and the competition between fresh and
processed, They're going to study trends in plantings of certain
varieties and anticipated production. The world market is most
important to us -- as I know it is to you in the apple industry
-- and our citrus people will study the outlook for world
citrus production and market potentials around the world for
consumption of citrus.
Here's where the apple industry comes in to our citrus
studies: Our citrus people want to examine the effect of com-
peting fruits and Juices, both natural and synthetic, on the
sales of citrus in all forms. And if you don't have a "Tang"
in your industry to worry about, have some sympathy for us!
We do!
The Commission will study the degree of competition,
too, between fresh oranges and orange concentrate, between oranges
and grapefruit, and between other forms of citrus. They want to
study long-term transportation needs of the industry. They want
to study the impact of new products on the market, and, in fact,
find out what new products the consumers want from citrus. Con-
sumers will be asked for more and more information, because,
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after all, they are the ultimate and final user of our fruit
and products.
I commend the leaders of our citrus industry for this
splendid demonstration of sober, far-thinking statesmanship in
business. Any successful corporation, Just as any successful
government, must plan for the future.
folly.
not to do so is sheer
Florida citrus, in its market research planning, is
looking toward a continuing prosperity such as it has enJoyed
through the years.
I know many of you have shared in this prosperity,
as handlers and distributors or Florida citrus. You are here to
meet and visit with those who supply you citrus as well as those
who supply you apples. I know I can speak for both these groups
of suppliers when I say we are glad you came, and we hope you
are making plans to do an even better Job with citrus and apples
in the months ahead. I am sure you will be advised in full of
plans the apple industry has for you. As for citrus, my board
of "experts" here tells me we will have "ample supplies" (I think
that means a big crop) or good quality oranges, grapefruit,
tangerines, tangeloes, temples, and most any other variety you
desire. The Commission's advertising and merchandising program
is geared to do the most intensive and hardest-hitting selling
Job yet, and they ask your whole-hearted cooperation in starting
the season off with good momentumnd keeping up the movement
all year. I know fresh citrus is going to get a lot or special
attention by the Commission this coming season, and I am sure all
of you who are in business to sell fresh fruit will want to tie-
1n closely with this sales effort.
Florida citrus is dynamic, vigorous and driving hard.
In the words or the show-boat ninstrel: "You ain't seen nothin"
yet!"
And if we keep up this kind of spirit, we won't have
to worry about keeping the wolf away -- or keeping the apples
away, either. There will be plenty of room for apples and
oranges -- and maybe even wolf steak, too -- on the dinner~
tables of America!
PAGE 1
Elorida ~ ~ ~ ~ 1 d.d ishligisgetana ov ill hele 1 dobaegin or-rag -1 u -logn 1 IA .Iae dywllke t he .1pe aw Cy
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s help to you in solvinr i told that Florida Citi e in h Jines -fptn th.-hgn pl rweet r etMt a here i 21 -3d.1twul l lay oc o tave in :hemselve tpon themselve >f advertising Not :ourse, althou arogram of imp tew ones. Mod ,~~~I and 1.rserh
PAGE 3
idd. Iage.I m oceIdn' aet it i fo ourindstryto now t t.w
PAGE 4
Th... -r --m f -h p-ject'und-ay. A 9-ea -1n oth-r 1. i the plannn st-ge I ---rtad thagr..p U. .Dp-artnt --Agi.ltu .-a siti t -gthr wIth t'... 1ro. the Unvrst --Ford, inutylede-, ndthe ---isin --w tf, et in Laklan Jult A-aAmonth Agt d p pladtrmrreAdrA n h. A -Aru .AA -ettold b l IAer. ThY-r goig t. I..k Int -h eff.-t .1 price Pro AA-gd. Th t g ttg. l t Atudy trendgin plnt tng to f etait -aiet-e --l anticpat pr It.in The .rd makti.ms A It AI 1A yI the Al. AIndu I, ItruA prAA -IA d Arke p .ten-alA around -he A rld ., H.,.' .-the appl g duAty I omes A, toAuAA t, pin ri adj-ie, b-t at.-a -n --nhei, onthe ny-u indut,, t. -or abot, I.-e -oe yPaty ru tob-ee freh -rne ad -agecnetrt-, betwen rag. an gap-rIt, -n betee .. e 1 om -1 -f lit-us Th., .-n I. -td gtm tranportatio -d. of the ---sry Th.y .-n t. -tdy teimpat of -e prot. -n -h akt, -nd, ,n -at, find -u -hte pr-d-t thecnur at mitu. -1.r wIll be se o oeadmr nomtobcue
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-11u11in1Ws. A Iiltliblltul opraIfn I1lst 1111 1ny 115111u -1-rn 1t tust pl ft .Not t. d. I. Iheer fIy. M.I -i in tar p -h plag i p-kig It..-tiIng ptosr uc ts i15has .h jI1h. thrug .h. y-r.. I kno maY..fy h-v b.1rd In --sprseIty, 15b-d-lyp Y..11 -lll h.gll t.11 -Ie and i-It Ith tho. -h11upl -tI r tho 1 wh%. sply y.. --le. I no a p-a orbt th-s g-,up Lf uPpler-hen: : ::w ae d y"I -a, an ehope y.. ar a gpan .o -nevnet.er job with tit-u .nd ape in the 111n, 11,1d I l YI ur11 11 11 111 1 ul f P.th ppl. Idtry -r y .Ah -bd "' "exert" I'r ll s 1 -e -11 ha-1 "-Il sup Ies I thin tha -en a big -rW) of -od tulity t-ge, grpefruit, dngrn, -t-el s -Ipls anp,.gn ohr ai t o 1. --'r to d:" 'hImt intensive -n ads-itn eln j.1b yet, -nd thy aYou" ---l-here ---rai In starIn the -.-so tff -ih -od mometuk-pn up1 the ---men -l 7-ar I k-o _rs b u .1 going to get -lr of peia attention by the _l-sio this -on ... bn,adI m ueal .f Y.. .h -r 1. b-.-es to ..11 -reh futwl att i ... cl ly -ih thi. --e -.rt
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And if -i Wiii thi. -id if pi-it, ..-t h., t. --it k.din ih. -olf idayid kepi -he appl-
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