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SIXTEENTH
BIENNIAL REPORT
OF THE
FLORIDA STATE MARKETING BUREAU
FOR PERIOD
JULY 1, 1946 TO JUNE 30, 1948
505 WEST ADAMS STREET
JACKSONVILLE, FLORIDA
SIXTEENTH
BIENNIAL REPORT
OF THE
FLORIDA STATE MARKETING BUREAU
FOR PERIOD
JULY 1, 1946 TO JUNE 30, 1948
505 WEST ADAMS STREET
JACKSONVILLE, FLORIDA
Letter of Transmittal
Florida State Marketing Bureau
State of Florida
To His Excellency
Honorable Millard F. Caldwell
Governor of Florida
Sir:
I have the honor to herewith submit to you
the Sixteenth Biennial Report of the Florida State
Marketing Bureau for the Fiscal Period July 1,
1946, to June 30, 1948.
Respectfully,
Neill Rhodes
State Marketing Commissioner.
Jacksonville, Florida
July 21, 1948
Sixteenth Biennial Report
State Marketing Bureau
THE BUREAU PERSONNEL
Neill Rhodes Commissioner
C. R. Hiatt (Pending release U.S.Army) -Specialist, Fruits & Vegetables
L. H. Lewis -----Specialist, Livestock and Field Crops
F. W. Risher __Specialist, Poultry and Dairy Products
F. H. Scruggs ----Specialist, Market News
G. N. Rhodes Specialist, Livestock Market News
W. L. Jackson In Charge Printing and Mailing Room
Edna G. Ferguson- --Secretary
Effie L. Cureton--- Stenographer
Kathryn L. Vernon Stenographer
Sara Wright Stenographer
Caryl C. MichaeL_ -Telegrapher
Fred 0. Witt Mechanical Operator
H. L. Mayberry ---Mechanical Operator
Kenneth Hunter Mechanical Operator
F. L. Lothamer_ --Market News Representative, Tampa
John B. Phelps Market News Representative (cooperative) Miami
D. L. Smith Market News Representative (cooperative) Orlando
OFFICE HEADQUARTERS 505 W. Adams Street, Jacksonville, Florida
OFFICE HOURS 8:30 A.M. 5:00 P.M. Saturday, Close at noon.
Sixteenth Biennial Report
State Marketing Bureau
SIXTEENTH BIENNIAL REPORT
FLORIDA STATE MARKETING BUREAU
The Biennial Report of an important State institution which
provides multiple services in many different projects could be prolonged
into hundreds of pages. Or such resumes could be so abstracted and con-
densed that a summary of activities would be incomplete. Most official
reports are quite voluminous. I dare say that if the number of pages of the
average reports were proportioned to the relative number who ever read
them, little more than the title and a few subsections would be necessary.
It will, therefore, be the purpose of this report to strike mid-ground between
the two extremes.
Much of the work of the Florida State Marketing Bureau consists
of annual summaries and reports. For instance, the citrus summary Market-
ing Florida Citrus 1946-47 Season, issued by the representative in charge of
the Lakeland station conducted jointly by the Florida State Marketing
Bureau and the U. S. Department of Agriculture, covers 111 pages one
season for only citrus. The annual fruit and vegetable report of the Bureau
for the 1946-47 season, 1700 copies of which were distributed, contained
86 pages and it was devoted principally to fruits and vegetables. Similar
but some shorter summaries are issued annually by representatives in
charge of the Federal-State Market News Field Reporting Stations, such as
Marketing Florida Watermelons; Summary of Strawberry Season; Review
of South Florida Snap Beans, Lake Okeechobee Cabbage; South Florida
Peppers; South Florida and Hastings Potatoes; South Florida Tomatoes;
Florida Celery, etc. Those annual summaries have included detail which
will not be repeated in this report.
The Need for the State Marketing Bureau
The need for a Marketing Division in the State Department of
Agriculture is well emphasized by the size, diversity and value of Florida
agricultural production. What is the picture? The approximate land area
of Florida is 34,727,680 acres of which acreage 13,083,501, or 37.7%, consists
of land in farms according to the 1945 Census Report of the Department
of Commerce. Based on the 1946-47 season, or the year 1946, the Florida
orange, grapefruit and tangerine grove acreage was 400,000 acres; vegetable
acreage 225,000 acres. Including non-citrus fruits, berries, pecans, straw-
berries, watermelons, etc., the total fruit and vegetable acreage was 716,000
acres. There were 2,107,000 head of Florida livestock with a gross value
of $92,739,000. The gross sale of poultry, eggs and dairy products amounted
to $54,700,000. The general field crops had a farm value of $51,917,000. The
gross sales of the agricultural group, all products, amounted to $409,745,000.
When the republic was created, three-fourths of our people were directly
engaged in the production of their own living. Then the marketing problem
was simple. Today, roughly one-fifth of the Nation's population, some
26,000,000 people, live on farms.
In most Florida counties there is a county agent, home demonstra-
tion agent, vocational agriculture teacher, one or all devoting their activities
principally to the growing of Florida's many products. They all are essential,
Sixteenth Biennial Report
their maintenance by ample financial support very deserving and fully
justified. It has been our duty and pleasure to continue the closest coopera-
tion with them all. Yet, aside from the cooperative market news reporters,
the Bureau has only three field specialists to cover the entire State, not one
for every county to assist with the marketing of Florida production. No well
informed person claims that marketing is less important than production.
It has been difficult to retain even the relatively few Marketing Specialists
we do have for other agencies have recognized their ability and solicited
their employment at higher salaries than the Bureau is authorized to pay.
On the basis of average annual purchases of farm food products
by a family of three average consumers, the 1913-15 average of the farmer's
share of the consumer's food dollar was 46 percent; the 1935-39 average was
only 40 percent. The farmer's share, however, increased until 1946 it was
53 percent. This department feels that in some small measure at least we
have contributed to increasing the share of the consumer's food dollar which
the Florida producer receives. Unless growers receive continued, conserva-
tive marketing assistance, the size of the individually held acreage will
increase, but into the hands of fewer owners,-that is, farms while becoming
much larger will be owned by fewer individuals operating them. According
to the U. S. Department of Agriculture, the 1940 Census showed that
50 percent of the U. S. farms produced 90 percent of the Nation's total
agricultural production.
The period under review has witnessed the transition from very
prosperous war years back to seasons of highly competitive selling, approach-
ing in instances prewar conditions,-for example, the 1946-47 and 1947-48
citrus crops. Citrus was among the first major fresh foods to undergo the
switch. To cite only one of the several important vegetables, the 1947
Florida celery season was in the opinion of many producers the most
unfavorable since carlot shipments of Florida celery first moved to market
about 1899. Many unusual features combined to make the 1947 celery season
extraordinary and unique. The 1948 season was one of continued low prices.
The Trend in Food Preparation for Consumers
As an illustration of how rapidly the citrus production in increasing,
the total U. S. citrus bearing acreage in 1919-20 amounted to 282.1 thousand
acres; in 1946-47 it was 848 thousand acres. With increased production and
lower citrus prices in particular, there is a decided tendency on the part of
the average American housewife away from fresh products. A national
authority recently predicted that in future years the housewife might buy
% frozen food, /3 canned and the remaining 3 fresh. The trend is towards
self-service units. There is increasing demand for consumer size packages
which can be displayed without too much preparation and waste. The house-
wife is buying more and more of convenient size packages. Over the years
the tendency to reduce the retail unit to consumer package of one-meal size
has been pronounced. Many of the consumers who years ago bought flour
by the barrel now limit their purchases to a loaf of bread or a dozen rolls.
They have gone from a seasonal larder of meat hanging in the smokehouse
to a single day's supply; from 100 lb bags and bushels to pints and pounds,
and from products fresh to frozen solids. Food is available now prepackaged,
precooked and sometimes all but predigested. Yet all this has occurred
State Marketing Bureau
within a comparatively few years time,-from delivery to the kitchen fresh
in bulky containers to reaching the home now ready to heat-and-eat is
revolutionary in trend.
The New York State Department of Agriculture and Markets made
the following comment in a June 1948 release:
"The frozen food industry is being pushed commercially under the
most modern methods. Because of the great convenience to the housewife
and the retail stores, it seems obvious that unless the fresh fruit industry
and the growers make a special effort to recapture this business, it will be
lost to the primary markets. The handling of fresh strawberries by whole-
salers is already practically discontinued because of frozen products. It is
claimed that broccoli will soon be in this class. Spinach and tomatoes have
been taken over by the consumer package operators who deal directly where
possible with the retailers. However, considerable quantities of frozen
produce and consumer-packed tomatoes, spinach and broccoli are still
moving through the wholesale stores.
"According to the annual report of the Marketing Facilities Branch
of the U.S.D.A. for 1947, the frozen food industry had a dollar volume of
$300,000,000, which is 1.7% of the $18,000,000,000 of all food sales. There are
730 frozen food processors marketing products of more than 500 brands.
There are about 1200 wholesale distributors and more than 35,000 retailers
who handle frozen foods. This business is apparently only in its infancy
and has many problems in expanding outlets, reducing distribution costs
and developing proper methods of handling. The industry, however, is
learning rapidly and if the quality of its products can be maintained, it
seems probable that it will experience a large growth in the next ten years.
Its effect is already being felt by the wholesale produce trade."
Marketing Services of the Bureau
The Florida State Marketing Bureau provides practically every
marketing service excluding the direct handling of products. Bringing
grower and buyer together so they can close their own transactions, market-
ing help and cooperative service to growers and shippers of all products that
is non-competitive to the buyers and trade in the market for them, has been
the consistent policy of the Bureau. We can walk with both producer and
buyer to the advantage of each without incurring the distrust of either.
Bureau service is provided by personal interviews and conferences
in our office and in the field, by extensive correspondence, by teletype,
telephone, telegraph and through the press and radio. Much of the most
valuable assistance of the Florida State Marketing Bureau is given through
appointments and interviews, of which the public hears little. Enough could
be written about those conferences alone to overflow an average size
biennial report.
Our Marketing Specialist, Poultry and Eggs, during the time
covered by this report has assisted poultrymen in Hernando County to
organize a co-op for grading, candling and packing their eggs. This group
has been doing fine and packing over 100 cases of eggs each week in cartons
for one of the large chain stores. He also assisted the Pasco County poultry-
men in arranging for a better market for a volume of over 200 cases per week.
Sixteenth Biennial Report
Assisted in establishing a Market News Service on poultry and eggs
at Orlando, to keep the poultrymen of that section better posted and aid
them in selling their products to better advantage.
The Federal-State certifying of eggs for grade continues to grow.
In the year 1947 some 169,375 cases or 5,081,250 dozen eggs were thus graded.
This is a cooperative project between the State Marketing Bureau and the
U.S.D.A. Poultry and Dairy Inspection and Grading Division and the State
Department of Agriculture Inspection Bureau. From July 1, 1946, to Janu-
ary 1, 1947, 78,675 cases or 2,360,250 dozen were certified and from January
1, 1948 to June 30, 1948, 102,508 cases or 3,075,240 dozen were certified. In the
two year period 350,558 cases or 10,516,740 dozen were so certified, with
a value of a little more than $6,000,000.
Assisted in judging eggs and poultry at numbers of Shows, and
helped judge the broilers entered in the Chick-of-Tomorrow contest.
Got out considerable publicity on the value of eggs and poultry as
a food in news articles, radio broadcasts, and pamphlets. For instance, sent
to retail stores 2,000 copies of the egg grading charts showing how eggs look
when candled, when broken out of shell, when fried and hard boiled, grade
for grade; also 6,000 copies of U. S. color grades for individual eggs and
their appearance, grade by grade, when broken out ready to cook.
The regular activity, duties and services of the Livestock and Field
Crops department are varied. We are put daily in contact with producers,
dealers, many kinds of markets, buyers and processors. Some of our regular
duties include (1) helping to develop old markets, (2) finding new markets
either through additional cooperatives, cash daily, livestock auction,
abattoirs and packers, or building new markets, teaching grades and stand-
ards, and furnishing much technical and statistical information relating to
crops and livestock. In addition, much time has been spent in helping to
develop the following projects during the past two years.
1. Livestock Loss Prevention. The annual loss USA through deaths,
bruises and injuries amounts to approximately 14 million dollars. The
annual losses from these items and from insects and diseases to livestock in
Florida are conservatively estimated at $750,000. Realizing the importance
of those losses to producers, this department is cooperating with the Agri-
cultural Experiment Station, Extension Service, livestock markets and meat
packers in establishing a Florida committee for prevention of livestock
losses in the State. This committee has met several times and much interest
has been created, and substantial progress made.
2. Livestock and Crops Educational Buildings. Plans have been com-
pleted for building five such facilities in this State, and contracts have been
let to practically build each through funds supplied by the State Depart-
ment of Agriculture. The great need is to get sufficient funds to complete
them as they will each be a channel through which all producers, organized
associations, educational workers, buyers and/or others can help to establish
an improved livestock and crop industry in Florida. These facilities are
located at Quincy, Ocala, Orlando, Bartow and Belle Glade, and should
aid tremendously all agriculture in Florida.
3. New Markets Established. The Molineaux Packing Company at
Malabar was sold by the Vero Beach Company and will be expanded into a
State Marketing Bureau
larger outlet. Two new livestock auction markets were built (privately
owned)--one at Sebring, the other at Wauchula. A third livestock auction
market (Palatka) has been reopened after providing new facilities.
4. Shredding and Drying Machines. Most everyone in Florida recog-
nizes the value of drying machines in helping to save hays, and of shredding
and drying machines in helping to save certain concentrate feeds grown
in Florida. During the past years some 25 shredding and drying demonstra-
tions were given as a means of trying to help solve problems and to help
save feed. As a result, two new machines for this purpose were installed,
one at Bonifay, one at Penney Farms, and a third one is being established
at Brooksville.
5. Grading Demonstrations. Fifteen live animal grading demonstra-
tions and two live animal and carcass grading demonstrations have been
held,-four of which were held in connection with the Agricultural Experi-
ment Stations, two in connection with Fat Cattle Shows and Sales, two in
connection with Fat Hog and Breeder Hog Shows and Sales, seven in con-
nection with livestock auction and cash daily markets, and about one
hundred private grading demonstrations have been held on farms.
6. Bulletins. The Beef Cattle and Hog bulletins, written by this
department and published by the State Department of Agriculture, have
been revised. They are considered among the best of their kind in the field
and have been found to be practical handbooks for producers. 15,000 copies
have been distributed.
7. Purebred Shows and Sales and Fat Cattle and Hog Shows and Sales.
Through the State Department of Agriculture this department has helped
to distribute money through purebred breeders associations for the promo-
tion of the breed, premium money for Fat Livestock Shows and Sales, and
provided numerous other services in trying to aid organized agriculture
in Florida. There has been a big attendance at these educational shows.
Such Shows have been a great stimulus to an improved livestock industry,
not only in purebred herds but throughout the state in commercial herds.
8. Sales of Stocker and Feeder Livestock. This department for years
has pushed (1) the sale of calves as one of the principal profitable incomes
from cattle. We have encouraged (2) the culling of the herd and the sale of
slaughter cattle and calves and (3) we have encouraged extensively the sale
of stocker-feeder cattle. While stocker and feeder cattle have moved out of
this state in small numbers each year for several years, through a concen-
tration of effort large numbers of stocker and feeder cattle have moved to
many other states in the Union through local buyers cooperating with
producers, livestock auction managers and with buyers in other states
distributing some 40,000 to 60,000 head annually during the past 2 years.
This department has brought together buyer and producer and encouraged
this project.
There are at present some 22 livestock auction markets, 28 meat
packers and abattoirs selling and buying livestock and helping to aid all
three of the above projects. The Specialists of this department have made
many trips outside of the state in the interest of an improved livestock in
Florida and for the purpose of helping solve marketing problems, among
them the sale of stocker-feeder cattle.
Sixteenth Biennial Report
9. Grooming and Fitting Demonstrations. The appearance of an
animal can be tremendously changed by proper care, feed, management,
grooming and fitting. Sixteen foot trimming, grooming and fitting demon-
strations have been given in this State as a means of encouraging the proper
exhibition of cattle at the different Shows. Such demonstrations have been
of great service to those exhibiting cattle and have created interest in
cattle wherever such demonstrations have been given.
10. Honey Sales. The first organized honey sale was held in Chipley
in June of 1948. This sale was initiated by the honey producers (tupelo) and
the State Extension Apiculturist. The State Marketing Bureau, through its
Field Crops Specialist, aided in this sale by furnishing a list of reputable
buyers and by contacting buyers for the sale.
11. Marketing assistance has been given the producers of peanuts,
sweet potatoes, syrup, pecans, tung nuts and field crops in general.
12. In addition to the above services, the livestock department has
helped directly in the sale of about 60,000 hogs and pigs, 90,000 to 100,000
cattle and calves, 4,500 sheep and lambs. We have helped place some 600
bulls, 75 boars, several purebred herds of beef cattle, and a few purebred
herds of hogs. It is difficult to estimate the value of services rendered directly
and even more difficult to evaluate the services rendered daily in the field
of marketing in the last two years.
In accomplishing the above results we have cooperated with all
agricultural educational agencies, all livestock and crop associations, agen-
cies of railways, and with many producers.
Cooperative Federal-State Services
Grades and Inspection
The Bureau's extensive work in close cooperation with the U. S.
Department of Agriculture has continued very harmoniously for a quarter
of a century. Much pioneering, pilot work has been done, cooperatively and
individually, and basically beamed at producers. Some of such activities
have been none too popular to initiate. Our part in establishing grades and
standards for most of the major and many of the minor Florida products in
use today, is well known. Through the 1946-47 season the Bureau in coopera-
tion with the U. S. Department of Agriculture had inspected for grade and/
or condition at Florida shipping points a total of 1,093,544 cars of fruits and
vegetables since the service was inaugurated in the 1922-23 season with only
one inspector and without any available State or Federal funds. In the first
season only 162 cars were inspected compared with an average of 101,392
cars per season the last five seasons 1942-43 through 1946-47. In the 25 years
of operation the Florida Federal-State Shipping Point Inspection Service
has established some records,-leading the Nation in volume several times
for one. Starting from scratch without any funds, Federal or State, operat-
ing over the entire twenty-five year period from beginning to end on a
self-sustaining basis through depression, freeze, war and other adversities
without deficit, and then turning over to the State at the close of the 1946-47
season cash $17,297.62 with total assets including equipment of $35,656.71,
is the factual, unmatched performance record which needs no alibis.
State Marketing Bureau
Cooperative Market News
Another relationship with the U. S. Department of Agriculture is
the joint market news service, provided without charge or fee to the Florida
agricultural industry. One-half the total cost is paid by the Government, an
arrangement proposed by the Bureau and adopted by the Federal Depart-
ment. There is really no excuse for any Florida producer of an important
crop not to be thoroughly informed as to crop, weather and market condi-
tions in Florida, and market prices and trends on the terminal markets.
Special field reporting stations throughout the more heavily con-
centrated producing districts, such as at Hastings, Sanford, Belle Glade,
Pompano, Lakeland, Plant City, Leesburg, are maintained to provide grow-
ers and shippers with complete, unbiased market news on their shipments.
The miscellaneous all-vegetable state-wide daily bulletins issued eight
months of the year from the Jacksonville offices stop-gap and overspread
areas not served by field stations. More than 200,000 of these 4-page reports
are mailed annually from Jacksonville. Early flash of the New York market
for principal vegetables is released by all Florida stations. Our Market News
Specialist covers the Jacksonville market daily for the quote on fruits and
vegetables, poultry and eggs, etc. He has charge of the daily miscellaneous
market news bulletin issued from the Jacksonville offices throughout the
shipping season, the tabulation of truck passing of vegetables, and prepares
the annual fruit and vegetable report for the Bureau. The Market News
Specialist also acts in an advisory capacity as to the operation of the Florida
market news project, all stations, all commodities.
The nature of the services of all the field reporting stations is about
the same. Taking the South Florida field offices for instance, daily reports
are issued which are devoted to vegetables in season. The information is
released to the daily press, radio stations, by mail to interested parties, and
is bulletined also on the farmers market where all concerned have free
access to market data. In addition to carrying shipment, passing and diver-
sion information, complete market quotations are included for all commodi-
ties in which the growers and trade are interested, covering the 12 principal
markets east of the Mississippi river. Special weather information and
forecasts are given. In addition to the local Pompano and Belle Glade f.o.b.
price and market information, other shipping points are included, f.o.b.'s
from Lake Okeechobee section, the Ft. Myers, Dade County and Sanford
sections, the Ft. Pierce and Dania-Hallandale districts, and Ruskin-Palmetto
area.
Since only one general citrus field reporting station is operated, its
activities are reported in more detail. All of our other stations have similar
resumes. The Federal-State Market News office on citrus, located at Lake-
land, Florida, is the primary and original source of all basic information
such as shipments, distribution and unloads for Florida's top ranking re-
source, the billion dollar citrus industry with an annual income of around
$200,000,000 yearly. These citrus data are disseminated by the Lakeland
market news office by every available means namely, mail, telephone,
telegraph and radio at earliest possible moment as the value of this informa-
tion is largely determined by the timeliness of release. Principal users of
this information include primarily the hundreds and thousands of growers
Sixteenth Biennial Report
throughout the state who secure detailed information on citrus from the
time of shipment to the final auction sale (incidentally this is the only
source whereby the grower can obtain all of this information free of charge);
industry organizations such as the Florida Citrus Commission and the
Marketing Agreement Committees; Trade organizations such as 'United
Growers and Shippers' and the 'Producers Trade Association,' each of which
has membership approaching 50% of the industry; commercial firms such as
the more than 300 shippers in the State, carlot receivers, jobbers and buyers;
all transportation agencies and their subsidiaries and educational groups such
as agricultural colleges, experiment station, libraries and citrus research
foundations. The daily mailing list alone is a good criterion of the scope of
the market news service on citrus. Thirty-one States, District of Columbia,
Canada and Puerto Rico are represented in the total mailing list of 1431
names as of this date. Some members on the mailing list at more distant
points receive their daily bulletins by air-mail in order to expedite delivery.
Others make use of Special Delivery in order to have the information at
hand at the earliest possible time each day. States with the largest mailing
list other than Florida represent both far distant points and adjacent terri-
tory or Georgia, New York and California, again emphasizing the value
and popularity of this service.
In order to indicate the 'coverage' of the market news service more
geographically, a brief description of the more important phases are here-
with presented:
1. Daily Citrus Reports (two full-page 15" mimeograph paper, small
type machine) during entire citrus season or approximately 9-10 months.
Mailing list varies from 1300 to 2000 depending on time of season. Reports
are mailed on request only to interested parties. It consists principally
of following segregations:
a. Detailed daily Rail Shipment Table via States and sections, totals
to date this year and last; final last year with similar tabulations for truck
movement. Also includes daily comparison of Florida rail shipments
last year.
b. Daily citrus auctions for Florida, California and Texas fruit with
segregations for sections such as Interior and Indian River for Florida and
also by containers such as 'Standard' and 'Standard Wirebounds' separately.
Weighted averages for all 10 auctions. Terminal prices on principal jobbing
markets.
c. Passings through the Florida gateways including diversions at
Savannah and Atlanta for all classes of citrus, or oranges, grapefruit, tan-
gerines and mixed citrus. Holdings are reported.
d. Passings at Potormac and 'Passings and Diversions' at Cincinnati
by classes.
e. Weather, arrivals and cars on track for leading terminal markets.
f. Arrivals and track holdings 16 cities.
g. Weekly averages by grades and sections with representative price
range by sizes together with averages for competing sections.
h. Weekly report of Florida citrus used by canners this season and last.
State Marketing Bureau
2. Daily CND Service is maintained throughout the entire citrus season.
The CNDs (Commercial News Dispatch) regulated by Federal Communica-
tions Commission, were inaugurated by this station as its contribution to
furnish the citrus industry a wire service at the lowest possible cost (more
economical than even Press Rate). There are 4 CNDs daily which include the
most vital and essential information, namely: Shipments both rail and truck;
East, West and South segregation of Florida gateway passing; Potomac
and Cincinnati passing; together with detailed auction sales of Florida,
California and Texas citrus for 10 auction markets. These wires are dis-
patched at the earliest possible time and the telegraph company has a
'special setup' to expedite prompt delivery. A teletype machine has been
installed in the market news office so all wires are sent direct by the market
news personnel and thereby eliminates 'pick-up' time.
3. Daily Newspaper and Radio Coverage. Leading Florida newspapers
throughout the citrus belt release information originating in the Lakeland
office. For example: The Tampa Morning Tribune, the Orlando Morning
Sentinel, the Miami Daily News and other smaller papers through the State
receive each day by wire from the Lakeland office shipments, passing and
auction data which are published in full. Personal daily contact is main-
tained with citrus reporters of the larger papers in the State in addition to
AP representative. In radio, some stations in the citrus belt broadcast daily
the same information as the above mentioned newspapers publish.
4. Telephone Calls. Numerous daily collect calls are made furnishing
citrus data, principally shipments, passing and auction data to shippers and
other interested parties. These calls are mostly to relatively nearby points
such as Auburndale, Lake Alfred, Plant City, Winter Haven, Tampa and
Lake Wales, but quite a few calls are made to Orlando, Winter Garden,
Winter Park and other shipping districts. Many local calls are made
throughout the day.
5. Bi-monthly Production and Utilization Table is mailed to the entire
mailing list. This tabulation shows at a glance the production by classes for
all states amount utilized (segregated according to disposal) and amount
remaining on hand for both this season and last season.
6. Monthly Citrus Estimate Release. Each month the citrus estimate
by States and classification is sent by leased wire direct to the Lakeland
office. A detailed table of production the past three years as contrasted
with the estimate for the current month and for the preceding month is
assembled, mimeographed and mailed to the entire mailing list. In this
table changes are apparent at a glance and there is sufficient comparison
with preceding years.
7. Monthly Unload Report for all classes of citrus by States for 100
cities.
8. Eight Page Preliminary Review of Current Citrus Season released
around the latter part of June each year and mailed to the entire mailing
list. Included in this review is an approximate 2500-word write-up or
'Story' on the current season. This article is given wide publicity including
national publications.
9. Annual Florida Citrus Summary ranging from 100-120 pages, com-
piled and assembled entirely at the Lakeland office. Individual requests
Sixteenth Biennial Report
are received each year for around 1500 copies. This is one of the most popu-
lar releases of the local office; it includes 4-page write-up or summary of
the season; detailed shipment tabulation by types of carrier, mixed car
analysis, production and disposition tables; cannery output by weeks; un-
loads in 100 cities for oranges, grapefruit, tangerines and mixed citrus from
all states; truck receipts in 12 leading markets; complete rail and truck
distribution; weighted auction averages for oranges, grapefruit and tan-
gerines from Florida, California and Texas by markets, size, grade and
container analysis and citrus planting. Other timely and pertinent informa-
tion with particular reference to current season is included in the individual
summaries.
Supplementary Citrus Service added within last two years:
a. By far the most valuable service recently rendered the citrus indus-
try by the market news office is that instigated and pioneered by the late
L. M. Rhodes, for securing unloads in 100 cities. He made the important
contacts and provided the 'push' necessary to start the ball rolling in August
1944 by making a special trip to Washington. Actual realization in making
the information available did not occur until July 1946, as 'wheels turn
slowly.' This information is used extensively by the Florida Citrus Com-
mission in determining their allocation of an annual two million dollar
advertising fund. Shippers, receivers, and carriers all make vital use of
these data. These unloads in conjunction with distribution also form the
primary basis in determining freight rates by the Interstate Commerce
Commission. Unloads are received monthly and made available by special
monthly report.
b. Segregation of Florida citrus shipments into Interior and Indian
River section. This information is of vital importance to all sections in
determining their activities.
c. Making available bi-monthly production and utilization data for all
citrus producing states.
d. Improving the CND service by installing 'printer' in the Lakeland
office and also by setting up more efficient transmission centers.
Livestock Market News. A special cooperative livestock report-
hog and cattle information-for Florida is published daily from the Federal-
State Southeastern Market News Office at Thomasville, Ga. This service has
been established to keep livestock producers and all others interested in this
subject informed with prices by species, class and grade of livestock. Market
News is as necessary to the livestock man as to the vegetable and fruit man.
For this service to be of maximum benefit one should know grades. Such
service should help build an improved livestock industry. In addition to
the normal expansion in regular market news routine schedule, the Florida
State Marketing Bureau expanded the livestock market news project in
the State and added a Livestock Market News Specialist to its force for
better coverage of the Florida markets. This very essential and much
requested service has been greatly improved and rounded out in the two-
year period. The mailing list has been increased 100 percent and livestock
producers for the first time,-since July 1947,-have had available a report
16
State Marketing Bureau
covering Florida sales exclusively. To further expand the service, Bureau
representatives requested the aid of Florida Senators and Congressmen
who secured Federal funds of $7,500,-meaning in the net increased facili-
ties without extra cost to the State.
Market News Poultry and Eggs. The semi-weekly poultry and egg
reports are mailed out regularly to producers all over Florida. Quotations
for Jacksonville, Miami and Tampa are given the year round. The Orlando
market was added in the early part of 1948. More than 100,000 two-page
detailed copies are distributed annually. Those requiring faster-than-mail
service are provided the information by telephone and telegraph collect on
dates of price changes, the number so served ranging around 75. Most of the
Florida produced poultry and eggs are sold on the basis of these quotations.
Following requests of growers, particularly the Dade County Coop-
erative Growers Marketing Association, the Greater Miami Traffic Associa-
tion, the trade and others, we have within the two-year period under review
arranged to cover the Miami fruit and vegetable market. The Tampa and
Jacksonville fruit and vegetable markets have been quoted by Bureau
market news representatives for many years. We have included, through
the cooperation of the New York Department of Farms and Markets,
gladiolus cut flower quotations on the New York market, and have also
added lime, avocado and other miscellaneous product quotes on the key
market to meet the demand of Florida producers. We have been compelled
to add two employees to the Bureau force in the last two-year period to
keep pace with the expansion in this phase of our work.
Other Cooperative Relationship
The Bureau has worked very closely with Federal and State
authorities, and in fact we have given desk space to the Florida representa-
tive of the Enforcement Division in charge of administering the Federal
Perishable Agricultural Commodities and the Produce Agency Acts. The
Federal Pure Food Products Inspector for the Jacksonville district has
offices with the Bureau, as does the representative buyer of the Quarter-
master Market Center. We have affiliated with such Federal organizations
which are efficient and non-political,-they have elected to "move-in" with
us. Conference room space is also provided for the convenience of the
various local inspectors of the State Department of Agriculture. The Bureau
has cooperated with the Florida Growers Association in its splendid work,
the Legislature including $5000 in the Bureau appropriation annually for
the Association.
Semi-Monthly Bulletin
The For Sale, Want and Exchange Bulletin published on the 1st
and 15th of each month, carrying listings of for sale and wanted offerings
from Florida farmers as well as timely agricultural production and market-
ing information, has possibly the largest farmer-reader circulation of any
publication in the State. Perhaps no other agricultural endeavor in the
State so well serves the home of the average Florida farmer as the Bulletin.
A Veterans Vocational Agriculture Teacher expressed it well in writing
the Bureau: "A 'MUST' in every farm home is the Bible, your Exchange
17
Sixteenth Biennial Report
Bulletin, the weekly county paper, and Sears." There are 45,000 names
on the mailing list, some fifty names are added daily, and this constant
increase occurs without any solicitation or effort on our part except to make
the Bulletin the best in its field. Special resume of current Florida crop
conditions is carried in the Bulletin, prepared by trained and experienced
specialists, the official agricultural statisticians and crop reporters of the
U. S. Department of Agriculture. Special notices of the State lands to be
offered at public sale appear regularly in the Bulletin.
It is well to serve the large cooperative, the larger shipper, but this
department has not overlooked serving also the small producers in every
way possible. They perhaps need assistance the most of all, and the Bulletin
is one of several effective means of our helping them. More than two mil-
lion copies of this 4-page semi-monthly publication have been mailed out
in the current biennial period to subscribers requesting it.
Financial and Commercial Responsibility of Dealers Claims
Growers like to know the financial and commercial responsibility
of dealers to whom they sell, or perhaps consign, or with whom they have
business relations in selling their products or buying their supplies. The
Bureau subscribes to practically every commercial rating agency directory
and accessory service in order to keep its files up to date as to the commer-
cial and financial responsibility of dealers in all lines. Likewise, farmers
want to know where they can purchase different items which are not always
available locally or nearby. We carry complete directory service showing
all the leading manufacturers in the United States, to assist in locating sup-
plies needed by the farmer, which information incidentally also provides
a key to sources that often are in the market for miscellaneous, hard-to-sell
Florida products. The Bureau receives some rather unusual requests in this
connection. For instance, following high water damage in the fall of 1947
to citrus trees in some sections, this department was requested to supply
the names of firms who handled saws for cutting down the damaged trees
and the citrus wood into commercial lengths, and the names of concerns
who might be interested in buying citrus wood. Such information was
provided promptly.
We have handled hundreds of claims for fern and cut flower grow-
ers and shippers, and for growers of many other Florida products,-claims
for money due that otherwise would have been a complete loss. Growers
have come from many sections, telephoned at times, and submitted by mail
appeals for help in filing claims under the Florida Agricultural Bond and
License Law, the Federal Produce Agency Act, the Federal Perishable Agri-
cultural Commodities Act or otherwise to best protect their interest,-fruit,
vegetable, poultry and other growers. All of them requesting our help
were served promptly and satisfactorily.
Cooperative Marketing Act
Considerable interest continues in cooperative marketing in Florida.
The tendency among growers is to cooperate and as a matter of fact among
distributors to market their products through good-neighbor, cooperative
State Marketing Bureau
relationship. The Marketing Act, Chapter 618.04, Florida Statutes 1941,
outlines the important functions of the Commissioner in rendering what-
ever service is possible in the formation of cooperatives, and we have ren-
dered help preparatory to the organization of tobacco, pineapple, and other
cooperatives as well as to groups of veterans in laying ground-work for
cooperative marketing.
Unusual Services Unpredictable, Unrestricted, Unrehearsed
We were requested by an out-of-State concern to advise names of
persons who could supply Centipede lawn grass in large truck or carlot
volume. The information was provided. We received a call for shingle
sawdust in carlot volume. We were requested to aid in the sale of water-
melon seed in the fall of 1947, and we secured lists of seed dealers, prospec-
tive purchasers of the seeds, from the Bureaus of Markets or State Depart-
ments of Agriculture in 16 different States. The Commissioner of the
Bureau joined with the Commissioner of Agriculture in wiring the principal
tobacco buyers in July 1947, urging them to recognize and have represen-
tative buyers on the Jasper tobacco market. Some of these firms cooperated
and assured us they would have buyers on hand. Many inquiries have been
received relating to aquatic plants, the propagation of hibiscus, azaleas,
camellias, etc., and the Bureau staff was able to provide such data without
cross reference, gum-shoeing it elsewhere or letter forwarding. These and
other unusual requests aggregate a large number in the run of a year. The
department has served as a clearing house for miscellaneous information,
most of which was unavailable from any other source the inquirer knew
to contact. The Bureau could "pass the buck" if so inclined,-and would
have to if it did not have most of the answers.
The Commissioner and the field specialists have had many years
of practical farm production and marketing experience. Perhaps that is
why it is often said over the State: When the Bureau says it, you can depend
on it.
"When You Build a Better Mouse-Trap"'
The Bureau has been honored by the selection from its staff of two
of its Specialists to supervise special work for the Commissioner of Agricul-
ture, namely as Director of Livestock Pavilions, and Director of Poultry
and Egg Division, which additional supervisory work is performed while
continuing regular Bureau assignments. The Bureau has previously
"loaned" of it personnel. Such assistance demonstrates the cooperative and
coordinated relationship which the Bureau enjoys with other State agencies,
and no less the outstanding ability of its personnel.
Individual Projects Worth Cost of All Bureau Service
Who could say the work of the Livestock and Field Crops Marketing
Specialist in the present biennial period or throughout previous ones has
been worth less to the welfare of the agricultural industry of the State of
Florida than the entire annual Bureau appropriation? Who could say that
the services of the Market News Specialist in connection with poultry and
Sixteenth Biennial Report
egg quotations, fruits and vegetables at Florida shipping points and northern
terminal markets are not worth as much as the entire annual Bureau appro-
priation? In connection with poultry and egg work, including the helpful,
efficient service of the Marketing Specialist in Dairy and Poultry Products,
who could claim that the entire Bureau appropriation in that one project
alone was not a good investment, not to mention the additional services of
the Market News Specialist in Livestock. A pitched or fictitious quotation
service on which so many Florida sales are based could in a very short time
cost Florida growers and shippers far more than the annual Bureau appro-
priation. There are more than 100,000 readers of the agricultural For Sale,
Want and Exchange Bulletin who would challenge strongly a claim that
the Bulletin itself was not well worth the entire Bureau appropriation, and
it should be remembered that these are only a few of the Bureau lines of
service.
The Commissioner has firmly established a non-political, business
administration policy for himself and the Bureau. Instead of traveling the
State over and over, attending various luncheons, banquets, and public meet-
ings, the Marketing Commissioner has stayed on the job full time and
applied the saving to retiring the heavy expense of moving the Bureau
offices. Field services, public meeting attendance, etc., were yielded to the
ablest Marketing Specialists obtainable, qualified by experience and assign-
ed by their preference to so function. Representative attendance has been
made by Bureau Specialists at the National Association of State Marketing
Officials, National Association of State Farmers Market Managers, National
Association of Commissioners of Agriculture, International Livestock Show,
and of course hundreds of meetings inside the State. The field Marketing
Specialists have attended, helped with and publicized Fat Cattle, Hog,
Dairy Cattle, and Pet Animal Shows throughout the State.
The foregoing presents a running resume of the principal activities
of the Florida State Marketing Bureau for the last two year period. I prefer
that the Marketing Specialists in the field, representatives in charge of the
cooperative field stations, and the loyal, efficient personnel of the entire
department receive the credit for our accomplishments. Consequently,
I am omitting specific recount of personal activities; they are reflected in
large measure in the useful services of employees whose activities are
herein summarized. A department head after all is about as good as and
not much better qualified than his associates.
Economical Operation
After occupying quarters in the same building for thirty years, we
were requested to vacate, a State department many of whose duties were
Federal-State notwithstanding. Stranded with no contingency funds we
were forced to secure quarters elsewhere when adequate space was next
to impossible to obtain even at abnormally increased rental, and when
operating costs were continually mounting. Furthermore we had to
renovate the quarters finally located at Bureau expense. By economical
operation we had accumulated a reserve. By using the salary saved for one
Specialist still unreleased by the Army, by the Commissioner abolishing
his previous position as Assistant Commissioner, transferring these savings
State Marketing Bureau
in Salaries to Expenses, and combining with similar savings made in
Expense funds, the Budget Commission released the total reserve, which
partly absorbed the very heavy, unavoidable expense. By the Commis-
sioner's avoiding heavy travel expense ($64.65 expended in the two-year
period), a saving of several thousand dollars was made which helped materi-
ally. In addition to the expense of moving and cost of renovating the space
acquired, we experienced increasing costs of paper, office supplies and
general overhead incident to continually expanding service. Yet we have
worked faithfully and planned diligently to absorb this expense. Never has
the Bureau done so much with too little. So far we have managed well
and paid our way without bleeding any contingency or other funds at
Tallahassee. I am pleased that as of July 1, 1948 all of our bills have been
cleared.
The Bureau carefully outlines estimates of every item of expense
as to amount and price in submitting requests to the Budget Commission
for consideration. The Legislature acts upon the department's request and
the recommendation of the Budget Commission, and makes appropriation
for the Bureau. The amounts are listed in toto in the appropriation bill, the
public knows exactly how much is expended by the Bureau for both Salaries
listed individually and Necessary and Regular Expenses itemized meticu-
lously. Conservative and businesslike application of funds has been made,
savings effected wherever possible and unexpended funds turned back to
the State whenever possible. We have saved the State a dollar at every
opportunity. The economical operation of the Bureau over the years attests
its spirit and habitual practice in judicious expenditure of public funds.
The Lakeland market news clerical bill was cut $200 per month and
the representative in charge will continue the reduction as long as possible.
The present net rental of our offices is some less for almost double
the former space. We have held down travel expenses to statutory com-
pliance and essential allotment. The postage expense of mailing out the
semi-weekly poultry and egg reports was further reduced from 1V2 to 1
each by using precancelled stamps and making personal delivery to the
postoffice. Bulletin space has been reduced to prevent extra cost of making
it larger. We have taken advantage of every possible opportunity to
make a saving.
Financial statement for the period July 1, 1946 to June 30, 1948
follows. (Note: The per-capita apportionment of the cost of the Bureau, i.e.,
the annual appropriation divided by the farm population is about 41;
the per capital cost on the basis of population is about 40; it represents about
one-fortieth of one percent of the annual gross value of Florida agricultural
production.)
Sixteenth Biennial Report
FINANCIAL STATEMENT
of the
FLORIDA STATE MARKETING BUREAU
Expenditures from July 1, 1946, to June 30, 1947
APPROPRIATION FOR YEAR ENDING June 30, 1947 ----- $86,371.25
Brought forward from 1945-46 Appropriation .-- ------ .. 8,413.77
$94,985.02
Credit, Sale of old equipment replaced with new ....-- ... 384.59
TOTAL AVAILABLE -$95,369.61
EXPENDITURES (12 Months)
SALARIES ---- -_--$35,578.85
NECESSARY AND REGULAR EXPENSES:
PRINTING ... -__ ____ $7,830.48
Maintenance of equipment and supplies,
such as paper, envelopes, ink, etc., for
issuing daily market reports, bulletins, etc.
ADDRESSOGRAPH ....--- ...._._.... 285.98
Upkeep and supplies.
POSTAGE ___ __3,144.83
General office mail, semi-monthly
bulletins, market reports, daily mail
reports from Miami, Tampa, Orlando,
9 road guard stations, miscellaneous.
TELEGRAPH --.-. ___ ... 492.15
General office, leased wire maintenance.
STATIONERY & OFFICE SUPPLIES _--- 6,678.57
Office equipment, rating agency subscrip-
tions, trade directories, typewriters,
stationery, ink, stencils, water, etc.,
including remodeling of office.
TELEPHONE ____.__...__. 590.23
Monthly regular, and long distance.
TRAVELING EXPENSES 8,905.13
Commissioner and Marketing Specialists
field duties.
RENTAL -__ -... .. ....... ..... 3,725.00
Jacksonville offices.
MARKET NEWS _-- _.____ 23,136.33
Daily reports 8 field stations, general
overhead expenses.
FLORIDA GROWERS ASSOCIATION__ 5,000.00 $59,788.70
(formerly Tariff Commission)
$95,367.55
TURNED BACK TO THE STATE, June 30, 1947 --.___________$ 2.06
State Marketing Bureau
FINANCIAL STATEMENT
of the
FLORIDA STATE MARKETING BUREAU
Expenditures from July 1, 1947, to June 30, 1948
APPROPRIATION FOR YEAR ENDING June 30, 1948 ___. $101,168.00
APPROPRIATION Special Livestock Market News _--. 5,000.00
$106,168.00
Credit, Sale of old equipment replaced with new _________ 9.25
TOTAL AVAILABLE $106,177.25
EXPENDITURES (12 Months)
SALARIES $46,570.82
NECESSARY AND REGULAR EXPENSES:
PRINTING ___$12,785.01
Maintenance of equipment and supplies,
such as paper, envelopes, ink, etc., for
issuing daily market reports, bulletins, etc.
ADDRESSOGRAPH 1,017.03
Upkeep and supplies.
POSTAGE 2,749.73
General office mail, semi-monthly
bulletins, market reports, daily mail
reports from Miami, Tampa, Orlando,
9 road guard stations, miscellaneous.
TELEGRAPH 460.54
General office, leased wire maintenance.
STATIONERY & OFFICE SUPPLIES_ 4,505.40
Office equipment, rating agency subscrip-
tions, trade directories, typewriters,
stationery, ink, stencils, water, office
renovation, etc.
TELEPHONE 851.05
Monthly regular, and long distance.
TRAVELING EXPENSES 7,228.84
Commissioner and Marketing Specialists
field duties.
RENTAL 3,190.00
Jacksonville offices.
MARKET NEWS 16,080.85
Daily reports 8 field stations, general
overhead expenses.
FLORIDA GROWERS ASSOCIATION 4,811.82 $53,680.27 $100,251.09
(formerly Tariff Commission)
BALANCE CARRIED FORWARD TO 1948-49 Appropriation__.$ 5,926.16
(Salaries $5,723.70; Expenses $202.46)
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