FOURTH
BIENNIAL REPORT

OF

FLORIDA STATE

MARKETING

BUREAU

Report of L. M. RHODES, Commissioner
Florida State Marketing Bureau, to
Honorable John W. Martin, Governor
of the State of Florida.

THE BUREAU STAFF
L. M. RHODES, Commissioner
Moses Folsom, Secretary
Neill Rhodes, Senior Market Agent
H. A. Maloney, Junior Market Agent
(Temporary), Telegraph Operator
Paul F. Koerber, Stenographer
W. L. Jackson, Multigrapher
E. M. Roberts, Assistant Multigrapher

FOREWORD

The Federal Government and thirty-six States have
Marketing Bureaus. In no instance has a Marketing
Bureau been abolished after being established. The writer
believes that there is none better than the Florida Market-
ing Bureau. The wide range of activities that the prob-
lem of marketing presents calls for various duties on the
part of the Marketing Commissioner and his office force.
This Report presents these features of the work and de-
serves your consideration.
The fact that the business of the Bureau has steadily
and consistently grown from year to year, and the number
of people served has increased to such extent as herein
shown, is proof of the need of the service it renders.
The timeliness of the information service is one of the
essential features of merit of the Bureau. Printed reports
do not answer the requirements of people in the daily
markets with perishable products. The wire service fur-
nishes the grower and shipper with the same information
that the large dealers have. The personal contact of the
Commissioner with the farmers of the State by respond-
ing to their calls is a means of getting information to them
that cannot be presented so well by any other method of
communication.
NATHAN MAYO,
Commissioner of Agriculture.

FOURTH BIENNIAL REPORT
OF

Florida State Marketing
Bureau

The Fourth Biennial Report of L. M. Rhodes, Commission-
er Florida State Marketing Bureau, a Division of
the Florida Department of Agriculture,
respectfully submitted by
Nathan Mayo, Commissioner Florida Department
of Agriculture
L. M. Rhodes, Commissioner Florida State
Marketing Bureau

To HON. JOHN W. MARTIN, Governor of Florida:
We are gratified to report that the entire period of the
State Marketing Bureau's existence since July 1, 1917, has
been one of growth and service, and that its greatest
growth, expansion and development has been during the
last two years.
All students of agricultural economics are agreed that
marketing, with its many functions and diversities, is the
most complex problem, the most difficult task, and the
most intricate part of agriculture.
Farming is universally acknowledged to be the world's
greatest and basic industry. Farm products are the para-
mount source of the world's commerce and trade.
No unit in the world's volume of agricultural merchan-
dising has a greater diversity of problems, and no part in
the farming area of the earth has a greater field in agri-
cultural economics than Florida.

6 FOURTH BIENNIAL REPORT

Certainly no state in the Union has a greater market-
ing problem than Florida, and no one of the thirty-six
State Marketing Bureaus has a more difficult task than
the Florida State Marketing Bureau. For the law requires
of the State Marketing Bureau: "To do all that can be
done in connection with the Commissioner of Agriculture
to bring relief to and aid in the marketing and distribution
of Florida products."
The following are some of the duties performed by the
Bureau during the last two years:

Marketing Advice
The Bureau carries on an average of from fifty to
one hundred telephone conversations claily, and as many
more letters, wires and personal conferences seeking ad-
vice and information covering every phase of marketing
from the soil to the table. Among the points in discus-
sion were: Information as to grades, packing, standardi-
zation, inspection, containers, transportation, routing,
charges, refrigeration, warehousing, packing houses, cold
storage, financing and contracting, economics, crop condi-
tions, precooling, assembling, conditioning and process-
ing, shrinkage, deterioration, classification, weather condi-
tions, seasonal offerings, quality, variety, supply, demand,
advertising, market reporting, diversions, market quota-
tions, forecasted yields and conditions, destinations, pass-
ings, unloads, market preferences, loading, arrangement,
how to ship, where to ship, reliability of consignees and
buyers, conditions and prospects in competitive states, the
shipping season in this and other states, foreign demand
for Florida products, cost of production, general statistics
on all phases of Florida production and shipments. The
Bureau has its records conveniently arranged so that in-
formation can be given quickly and completely.

The Bureau a Clearing House For Information

The average daily mail sent out by the Bureau is
twelve hundred and thirty pieces, more than one hundred
of which are typewritten letters giving information with

STATE MARKETING BUREAU 7

reference to marketing in general, concerning Florida
from every angle, answering inquiries from every state
in the union and more than two dozen foreign countries as
to statistical reports, bulletins, market reports, etc.

Records As to Carlot Shipments

The Bureau keeps a very complete and thorough re-
cord of the carlot shipments out of the state. Also the
production, yield, acreage, cost, plant varieties, best adapt-
ed to various markets and a record thoroughly up-to-date
on practically every phase of' marketing in its many
branches. These reports are distributed to the press of
the state, and are given wide circulation throughout the
entire country. The Commissioner makes an annual re-
port which shows the seasonal carlot shipments of each
Florida commodity, the report including all boat, rail, ex-
press and truck shipments. The Bureau has also a record
of the unloads of the leading commodities in the principal
markets of the United States.

Market Charts
The Bureau has prepared charts containing complete,
condensed accurate general information on each import-
ant Florida crop covering all the larger terminal markets.
At a glance, on one page, the season's history of a com-
modity is told in pictures or chart work, the prices being
based upon Federal-State quotations. The Bureau hopes
to publish a series of the charts for the benefit of the
Florida producers and shippers.

Financial and Commercial Standing of Dealers
Information has been supplied by the Florida State
Marketing Bureau as to the rating, financial and commer-
cial responsibility of produce merchants and commission
merchants in the United States, Canada, Cuba, and many
points in foreign countries. This service is entirely free
to the farmers of the state, and there is no excuse for any
grower becoming connected with a dishonest manipulator
if he will call upon the Marketing Bureau for a report.

8 FOURTH BIENNIAL REPORT

The service given has been extensive and has served as a
great protection to shippers against the crooked buyers
and questionable dealers. The Bureau keeps a revised
file of dealers in various lines, and carries perhaps the most
complete line of commercial rating books of any office in
the State of Florida.

Collections
The Bureau has al\vays been fair in any and every dis-
pute between the shipper and receiver and has for this
reason been called upon to arbitrate many controversies.
The accounts adjusted and claims collected annually
amount to many thousands of dollars. Many shippers
have repeatedly proclaimed this feature alone well worth
tlie entire appropriation allotted for the Bureau.

Buying and Selling Service
As the name implies, the State Marketing Bureau is
for the purpose of marketing or assisting in the marketing
of products. It is not the policy or intention of the
Bureau to make a specialty of direct selling, but instead
of direct handling, to supply shippers with reliable con-
nections.-either those handling consignments, those buy-
ing outright f. o. b. or for cash, those making cash ad-
vances or contracting for crops,-in any or all markets
within reach of Florida products. It is the purpose and
mission of the Bureau to do everything possible to secure
profitable markets and returns for Florida products.
The Bureau has effected sales for practically every
product. in the State, has assisted in pushing to the front
soine products that were not so well and favorably known,
lhas given advice and assistance in quantities from one
crate to the equivalent of a trainload. The Bureau has
given quotations upon, arranged sales or purchases for
some 200 different supplies and articles. There are hun-
dreds selling Florida products directly to connections es-
tablished by the assistance of the Marketing Bureau, and
the volume of this business would be enormous. It is not
the purpose or mission of the Marketing Bureau to become
directly and financially interested in any products, nor is
the Market Bureau equipped with warehouse and storage

STATE MARKETING BUREAU 9

and delivery facilities to accept direct consignments. The
Bureau can best serve the grower by advising the most
reputable dealer specializing in the particular commodity
offered, the best market for such a product, can secure
offers and make sales or arrangements for shipments with-
out direct billing or handling.

For Sale, Want & Exchange Bulletin

One of the most important features of the Bureau's
work is the For Sale, Want & Exchange Bulletin which
is distributed regularly to all farmers and producers desir-
ing it, and in which any articles used in the furtherance of
agricultural pursuits may be advertised without cost. It
is a medium by and through which a ready disposition is
accomplished for a class of articles which cannot be sold
in the same manner as fruits and vegetables, or perishable
goods. The farmer is thoroughly posted as to the price
he can ask and receive for his wares, can locate through
the Bulletin columns practically any kind of equipment for
farm or table from other farmers, knows what and where
to purchase. It is one means of eliminating the middle-
man. The products and articles advertised in the Bulletin
amount to an average of $14,000 per day, and the business
actually transacted through the Bulletin would amount to
$10,000 per day. About 6500 people advertise in the Bul-
letin per annum. It is hardly possible to definitely esti-
mate the volume of business done by this medium, but it
would run into millions. In addition to the advertising
given, the front page is devoted each issue to a live, crisp
presentation of important miarketingo information co\-
ering production, grades, standards, distribution, market-
ing, crop conditions, etc.

Market News Service

The law requires the Commissioner of the State Mar-
keting Bureau to work in co-operation and harmony with
the U. S. Department of Agriculture. The Bureau is very
fortunate in its relationship with this Department, partic.-
larly the U. S. Bureau of Agricultural Economics. The
Commissioner of the Florida Market Bureau made the

10 FOURTH BIENNIAL REPORT

initial movement for the leased wire circuit through the
Southeastern States giving daily market information. At
present the Bureau has a leased wire with the Washington
Bureau from which they receive daily reports on all sea-
sonal quotations and general market information in the
main terminal markets. A daily report is published by
the Bureau in co-operation with the Federal Bureau giving
state shipments and destinations, prices of all miscellane-
ous vegetable offerings from Florida. The joint service is
carried on also at Orlando on citrus, at Sanford on celery,
at Ocala on cucumbers, tomatoes and watermelons. The
reports from all offices are available to every shipper in the
State desiring them, no charge made for any of this ser-
vice. The daily reports help the farmer to know and keep
posted on the markets, to have a clear picture of the pro-
duction, movement, supply, demand and consumption of
all seasonal commodities. They keep the shipper inform-
ed of the market with unbiased, accurate information. The
reports advise as to daily condition of the market, condi-
tions in competing areas, amount, rate and direction of the
movement, quality and condition of shipments, export de-
mand, prospect of imports, prevailing tone of the market,
quantity in storage, weather variations, pest epidemics,
and other useful data. It teaches the shipper what to not
expect as well as what he may expect, what to provide for,
and what to provide against. It is fundamental to intelli-
gent action in the functions and processes of better mar-
keting.
The Bureau gives a daily miscellaneous mail report
to all the newspapers who will publish the information,
has given a daily wire to daily papers, banks, associations
and individual shippers covering only the crop in which
they were interested. The volume of telegraphic work in
the offices of the Bureau is astonishing to those who are
not familiar with the details. The Bureau sends out and
receives enough telegraphic market news, which if added
to the regular messages sent out by the Bureau, to amount
to 500 ten-word messages daily. The Bureau's daily mar-
ket price list of all poultry and eggs, and fruits and vege-
tables are published in the Jacksonville papers. This has
been of great benefit to Florida egg producers who use

STATE MARKETING BUREAU 11

the disinterested quotations as a basis upon which to form
contracts and make sales. The cities down the state are
guided more or less by a Jacksonville-plus price.

Grades, Standardization and Shipping Point Inspection

Grading farm products is separating them into groups
of uniform size, variety and quality. Proper grading at
shipping point eliminates culls, damaged or diseased pro-
ducts, and saves labor, packing material, transportation
and selling charges. Graded products always bring a bet-
ter price than field or grove run or ungraded products, and
are much easier sold. They result in continued and broad-
ened markets and satisfied customers.
Standardization is making known the nature and char-
acter of the commodities included in the grades, or the
defects excluded from the products graded. Standardiza-
tion eliminates many of the difficulties in marketing. The
Federal Bureau of Agricultural Economics, co-operating
with the State Marketing- Bureau, have established grades
on potatoes, tomatoes, celery, peppers, cucumbers, pine-
apples, citrus fruits from Florida, and the co-operative ser-
vice has made available a shipping-point Federal State
confirmation of the grade and quality of the product
in the form of a certificate which is prima facie evidence
in practically all courts in the United States.
Federal-State cooperative shipping point inspection
service involves an examination of products to determine
whether they conform or fail to meet with the grade re-
quirements and enables the shipper to make intelligent
arrangements for the sale of his produce. It reveals quali-
ties or conditions which qualify products for certain mar-
kets and disqualify them for others. It is a commercial
service that is being practiced in three-fourths of the states
in the union in marketing perishable products. Without
the State Marketing Bureau this service could not be avail-
able to Florida growers, and with the cooperation of the
Federal Bureau it has been available to Florida shippers,
and 8,300 cars were inspected in the 1923-24 season. Per-
haps twice that number of cars will be inspected in the
1924-25 season. The 13Bureau handles the finances and

FOURTH BIENNIAL REPORT

keeps the records, files and certificates and renders every
possible assistance in this work.
The Commissioner's Services
Lectures on different phases of marketing are in great
demand. As the Commissioner has made almost a life-
study of marketing and cooperative organization, he is in
great demand to attend the various meetings over the
state and delivers an average of more than one hundred
lectures annually at farmer's meetings, chambers of com-
nmerce, farm organizations, fruitmans' clubs, and various
other gatherings in the state. If all the calls for lectures
in the past seven years had been filled by the Commission-
er, no time would have been permitted for office duties.
Conclusion
The funds which maintain the Bureau are derived, from
the sale of fertilizer stamps. The farmers who buy ferti-
lizer pay the fertilizer tax indirectly. The Bureau is not
a burden on the general taxpayer, but is paid for by the
farmers of the state who derive the greatest benefits from
it. And even if there were no Bureau, the same taxation
would prevail, and did prevail before the Bureau was cre-
ated. The appropriation for the support of the Bureau
is about one-twentieth of one per cent of the amount of
business it touches in some way by its inspection service,
market reporting, For Sale, \Vant & Exchange Bulletin,
accomplishing sales and connections, on diversions and
consignments, spotting buyers and claim work, and the
various other duties. The activities of the Florida State
Marketing Bureau touch in some way about $50,000,000
worth of products annually.
Every phase of the work of the Marketing Bureau con-
tributes directly to human welfare, to the correction of
abuses, to the righting of wrongs, to the elimination of
difficulties, to the rendering of assistance, to the increase
of knowledge, to the furtherance of better understanding,
and business relationship among men. These things are
basic in the advancement of civilization.
There are yet unmeasured possibilities of service and
benefits to the people of Florida by this Bureau if it is
properly supported, utilized and expanded.

I )

STATE MARKETING BUREAU

FINANCIAL STATEMENT
of the
Expenditures of the Florida State Marketing Bureau
July 1, 1923, to March 1, 1925
FOR PERIOD July 1, 1923, to July 1, 1924

Appropriated per annum ....
SALARIES: ---------------- $14,100.00
MULTIGRAPH: ---------------5,000.00
Upkeep and supplies. (Of this
amount bills for $205.80 con-
tracted for in June, 1923, were
included).

ADDRESSOGRAPH: -----
Upkeep and supplies.
POSTAGE: ------_--__
For general office, semi-monthly
bulletin, daily market reports,
etc.
TELEGRAPH: -_-------_
General office and leased wire.
STATIONERY AND OFFICE
SUPPLIES: __----__-
Office fixtures, typewriters, sta-
tionery, ink, pencils, water, mis-
cellaneous.
TELEPHONE: ----
TRAVELING EXPENSES:
For the Commissioner, office
personnel, and auto upkeep. (Of
this amount, bills for $381.14
contracted in June, 1923, were
included).
RENT: --------_____----_

$25,860.00

125.00

800.00

1,365.00

700.00

326.06
2,000.00

1,380.00

25,796.06

Turned back to State July 1, 1924 ------------$63.94

14 FOURTH BIENNIAL REPORT

FOR PERIOD July 1, 1924, to March 1, 1925
EXPENDITURES

Appropriated per annum__
SALARIES: -------------------$
MULTIGRAPH:
ADDRESSOGRAPH:
POSTAGE: ___ --
TELEGRAPH: --
STATIONERY A N D OFFICE
SUPPLIES: ----
TELEPHONE:
TRAVELING EXPENSES:
RENT: -

$25,860.00

9,400.04
3,492.91
98.74
541.84
1,040.72

654.13
172.90
1,001.68
920.00

17,322.96

Balance remaining four months Mar. 1 to July

I $8,513) 7.04