|
T r
OF THE
a 4 NEITL RHODES, CONMLVSSIONER
FCFR PFERI)D+
di JULY 1956 TO JUNE 30, 1958
I )VISION OF
FLODRIDV 9TATY, IDEPARTMIENT OF AGRICULTURE
UATHAV MAYO, COM',MISS5rON-ER
#
5,05 WST A-DAMS STREET
4' JACKSONV:LLE, FLORIDA
FOREWORD
Agriculture is the down-under base of Florida prosperity. It is
doubtful that the average business man realizes how much the success of
his enterprise depends upon the welfare of the Florida farmer; how en-
dangered the position of many commercial concerns would become without
the support stemming directly and indirectly from agricultural production.
Agriculture has attained such proportions that big words and new
terms have cropped up in discussing its phases: Agribusiness, vertical
integration, contract farming, translating dynamics to automation,- even
franchising occasionally. The more agriculture is viewed as a segment
of big business, so have the average farms increased in size; unfortu-
nately the number of small farms has decreased.
Florida land in farms in 1935 for instance was 6,048,406 acres,
compared to 16,537,586 acres in 1950 and 18,161,675 acres in 1954. The
average farm size was 83 acres in 1935, in 1950 290.9 acres, and 315.6
acres in 1954. Farms of average size 220 acres up increased in 1954
over 1950, and in 1950 over 1935. The number of farms 500-999 acres was
588 in 1935, in 1950 1,512, and 1,840 in 1954. Farms of 1,000 acres and
over numbered only 42h in 1935, increased to 1,730 in 1950, and to 2,072
in 1954. Although the land in Florida farms increased from 6 million
acres in 1935 to 18 million acres in 1954, the number of farms under 10
acres decreased from 14,752 in 1935 to 10,453 in 1954.
The large farm operators are well informed. As this report shows,
the Florida State Marketing Bureau has in the last biennial period
greatly expanded its facilities to collect and distribute market news
information. Market news, marketing information and service have in-
cluded more commodities in regular and additional areas, particularly
those sections regarded in the greatest need for such help. We have
placed great emphasis on assisting little producers anywhere and every-
where in the State in continuing service to the entire agricultural
industry of Florida.
FLORIDA VALUE OF AGRICULTURAL PRODUCTION
CITRUS
TRUCK CROPS
OTHER FRUITS AND EDIBLE NUTS
FIELD CROPS
LIVESTOCK
DAIRY PRODUCTS
POULTRY AND EGG PRODUCTS
HORTICULTURAL SPECIALTIES
FOREST AND MISCELLANEOUS PRODUCTS
ALL COMMODITIES (TOTAL)
PRELIMINARY
1956-57
$221,h69,000
176,118,000
1957
3,250,000
68,000,000
62,000.0000
73,800,000
32,300,000
32,000,000
9,500.000
$678,437,000
GOVERNMENT PAYMENT TS
4,700,000
TOTAL VALUE OF AGRI. PRODUCTION
$683,137,000
FINAL
1955-56
$245,526,000
187,530,000
1956
2,408,700
65,276,000
52,642,000
67,472,000
3L,937,000
31,818,000
9,580,000
$697,189,700
3,725,000
$700,914,700
Fruit and vegetable values are for the production season August
while other conmmodi ty values are for the calendar year,
through July,
FLORIDA STATE DEPARTMENT OF AGRICULTURE
COMMISSIONER. OF AGRICULTURE
IFLORIDA STATE MARKETING BUREAU
AI
STATE MARKETING COMMISSIONER
ADMINI STRATI\/V-
MARKET NEWS SERVICES |
ASSISTANT COMMISSIONER
FRUITS & VEGETABLES LIVESTOCK POULTRY &, EGGS SUPERVISOR UIDA
POULTRY PRODUCTS
JACKSONVILLE(SUPERVISDRY) JACKSONVILLE (SUP. SPECIALIST) 'JACKSONVILLE ME FLORIDA- --.- PUBLIC RELATION
MIAMI OIRFCT SALES (CATTLE) FEDERALL SUPERVISION) |
TAMPA TAMPA-OCALA AREAS I MIAMI --
MIAMIJACKSONVILLE TAMPA I etLO SPAc
.FIELD OFFICES (SEASONAL) MIA MI, JA S IONV TRAMOA
LAKELANO (CITRUS AINfVI ST PERSBU CLEARWAER
E/ DAT C ) .TO ) CSOAILA ET.PO PEROBURG-CLEARWATER
HATING (OATOES LIVE OAKl FT. MERS -LOWFR WEST COAST MARKETING SPECIL4IST
SANFORD (CEL FRY) LAUE CITY PENSACOLA I PR E
POMPANO VEGETABLESS) BELL GLAO I PANAMA CITY
BELIE GLADE (VEGETABLES) OIEEC-O.E I TALLAHASSEE I
PLANT CITY (SlRAWESiRRlfWl ,) ARCKaI IA
LEESBURG (WATERMELONS) LAKELANO
COVERAGE- SUPPLY ORLANDO
DADF CITY SECTION I WAUCHULA
SFT PIERCE FLORIDA CITY ARASOTA
FT MERNS IMMOKALFE I GRACEIILLE
OVIEDO-ZELLWOOD- W GARDEN METI ANNA
I LAKE OKEECOBFDE SECTION MAMOISON (FC0ED LOVNFIA&C I-EERP --
MANATEE-RUSKIN SECTION MONTICELLO V.S,.IL TELE LRA aS
SARASOTA I.KAVL USL
OCI LAAA ~T ~A WUSTUQS. S'A NC'
WEBSTER-SUMTER SECTION POC-PAO. BFI LA, PINTCIy, LEFSU
I I
U S. OEPTOFAARI.COOPERATINC,
FEDERAL- STATE MILT. NEWS SERVICE
ipARCCOPRTN
GENERAL MARKETING SERVICE S
I FOR SAE.WANTAND EXCHANGE BULLETIN|
AGRICULTURAL ANNOUNCEMEN S
NOTICE SALE S1ATE LANDS, LISTING FARMER
O ERN6S (FOR SALE E ICHAN OR.WANTE
PRINTING AND MAILINGDIVISION
I1NUINA FORULE. ANNE LU EXCI BUEIE"TI
STATISTICAL SUMMADIES
SPECIAL REPOORTS DORM LETTERS
RELEASES, ANNUAL, IENNIAL REPDRiS
ANNUAL APPROPRIATION:
(GENERAL INSPECTION FUND)
@ NECESSARY AND REGULAR EXPENSES
SALARIES
CAPITAL OUTLAY
TOTAL
JULY 1, 1957
JUNE 30, 1950
142,482.00
S5,050oo00
246, 882.00
JULY I, I5T
JUNE 30. 1q959
153, q45 00
L- 5. 1 TADIFF00 F & SI DLA ouTIS
SrIUTORY SRFFATUEMc 1957 CHPTERo
"FED RePRENPTOAES IN CIAROE. ALA ARIES. PAI0
BY UV B EPT OF AURIC ONE-IALE CHARGED STATE
FE- F'. So N ER-I
BUREAU HEA 0 QUARTERS JACKS ONVILLE 20
MIAMAI BELLE GLADE I, WAUCHUL A I,
TAMPA 2, ORLANRO I, PEN SCOLA I MALONEI B
COOPERATIVYE-STATE AGRICULTURAL AGENCIES S
9tFEDERAL- STATE SEASONAL FIELD OFFICE,
FRUITS/ VEGETAL SE-S CLERICAL 9I
STATE PAYS CLERICAL SALARIES, FC D. CRFOITS ONC-1ALF
AGAIN SIT FE SUPERVISORS` SALARIES U DA.OvFERHfAO. MISC.
F.. NI EB NR. Ft E. 1.V. 956
CA. 9 / l
MEMBER STATE AGRICULTURAL.
MARKETING BOARD
COLLAeORATOR. U S.0 A
PUMCHAR ING
CONFERENCES
LEASE S RENTALS
CooPERIATIVE A-GREEMENTS
PERSONNEL DIRECTION
PREPARATION BUOCET
FEDERAL-STAT-L LOOROINATOR
POLICY PROCEDURE
LEGAL- MISCELLANEOU5
IBUYER.- SELLER CONTACTING I
SPECIAL COMPILATIONS
BUYER L-DEALERS : VFAGTAILCS, CITRUS, NON-
CITRUS FRUITS, PECANS FE NUTS CATTLE., HOSS,
EAU 5S POULTRY, DAIRY PRODUCTS, FLDRICULTURAL
PRODUCTS, HONEY. SYRUP, HAY C GRAIN. MEDIClNL
PLANTS, PULPWOD0, MOSS, WOOL, HIPDF SKINS
iSHERY, OTHER .
SOURCES
ALL MANUFACTURED EQUIPMENT. FARM SUPPLIES,
SEEDS &S PLANTS, CONTAINE-S. VARIOUS
SPECIALTY LISTS. DIRECTORIES
TRUCK MERCHANT BUYERS FOR STATE FARMERS
MARKETS- DIRECTORY LI TINGS> CATTLE FEEDERS,
PUREBRED LIVESTOCK ALLKIND$, LIVESTOCK
AUCTIONS, PUREBRED DAIRY CATTLE BREEDERS.
TWENTY-FIRST BIENNIAL REPORT
FLORIDA STATE MARKETING BUREAU
The Twenty-First Biennial Report of the Florida State Marketing Bureau re-
lates to activities of the department within the two-year period ending June 30,
1958. That date measures off forty-one years of marketing service extended by
the Bureau since it was created July 1, 1917, The close of the current fiscal
year June 30, 1958, also marks up my forty-first year as an employee of the
Bureau, and the twelfth-year of Bureau accomplishments since I became State
Marketing Commissioner in June 19h6. Naturally I review the last two-year period
in the light of the ccmposite twelve-year tenure of office. So the Twenty-First
Biennial Report should answer this question: What is the record? The score?
In 19h6 the Bureau personnel totaled 13; in 1958 the total is 29 exclusive
of Federal-State clerical and State-cooperative employees. In all hl. In 19h6,
3 Florida markets were quoted for poultry and eggs; in 1958 13 Florida markets
are quoted. In 19h6, vegetable market news covered 7 Florida shipping areas; in
1958, 22 points are included. In 1946, no Florida livestock auctions were
quoted; in 1958 17 auctions are quoted regularly, 5 more have been checked
intermittently, and direct sales touching half the total Florida cattle sold,
are now also reported. More are planned. In the aggregate, the number of points
covered from 19h6 to 1958 has increased from 10 to 52. It is difficult to excel
an unsurpassed record, however we have labored for that accomplishment,
The foregoing illustration points up only one of the Bureau's major lines of
endeavor. In the same latter twelve-year period in this market news project,
New York cut-flower quotes have been added, The daily lime-avocado-mango re-
ports were initiated and have been continued and enlarged. Bulletin 57/58-h
dated July 1, 1957, Avocado Administrative Committee, carried this notice:
As a reminder to those who have formerly received the FEDERAL-STATE
MARKET NEWS SERVICE DAILY MARKET REPORT FOR AVOCADOS, LIMES AND
MANGOES but have let their "subscription" lapse, and as information
to those not familiar with this publication, we wish to call your
attention to the availability of this service. This report, issued
daily from the Jacksonville office of the Federal-State Market News
Service, gives the terminal market quotations for ea-'h of these
commodities in each of twenty-three market areas. It includes a re-
port of daily cruck silipments leaving the State, conm"nts cn the
general condition of individual r-. .'ests and includes irdividual weather
reports. This report may be obtained free by writing to the Feaeral-
StateMarket News Service, 505 W. Adam- street, Box 7(9, Jacksonville 1,
Florida, and asking to have your name and address included on the
mailing list for the avocados, limes and mangoes daily report,
A similar Bulletin 57/58-5 released by the Lime Administrative Comnittee was
sent to all growers and handlers of limes produced in the State of Florida.
Market News Service for pecans has been developed.
The Federal-State leased wire has been extended to 6 State Farmers,' markets,
and also to Tampa. The U.S.D, A. LW circuit, Washington to Bureau headquarters,
TWENTY-FIRST BIENNIAL REPORT
has been extended from seasonal to full twelve-months operation. Daily truck in-
bound and outbound livestock passing have been recorded. Exemplifying with
market news only, the rate of progress evidenced during my terms of office
aggregating slightly more than one-fourth the span of years the Bureau has
existed, may be appraised
One other example is I trust pardonable: In 1946 the For Sale Want and Ex-
change Bulletin was sent to some 35,000; in 1958, the mailing list carries about
76,000 names. The Bulletin goes to every State in the Union, to Alaska, Canal
Zone, Cuba, Hawaii, Philippines, Puerto Rico, and 24 foreign countries,
Our Annual Agricultural Statistical Summary condenses much of the data
carried in daily reports during the previous two shipping seasons. The Annual
Report in 1945-46 consisted of 85 pages. The Report for the 1956-57 season re-
quires 182 pages in smaller type, or the equivalent of 250 pages type-for-type
basis.
The necessary annual appropriation in 1957-58 being nearly three times that
in 1946-47 further substantiates the expansion and development of the Bureau in
that period. The Bureau headquarters offices, double in area that of 1946, are
cramped. Seasonal or full-time field offices are maintained at Miami, Tampa,
Pensacola, Pompano, Belle Glade, Plant City, Lakeland, Sanford, and Hastings.
0-0-0-o-o
Summarizing the Bureau's activities for the current biennial period, mindful
of the worthy efforts and creditable accomplishments of the Assistant Commissioner
and the Bureau Marketing Specialists, and the splendid working force, such en-
deavors and results have been purposely contained within marketing boundary lines
in due recognition of statutory authority and ethical procedure. The Bureau does
not have on its staff a single crop estimator, county agent, home demonstration
agent, entomologist, pathologist, veterinarian, apiculturist, vocational agricul-
tural instructor, soil conservationist or forester working in those capacities.
The department has not neglected its basic function of marketing service by stray-
ing off into the production field
The center of agricultural production has migrated to southerly arens of the
State: Large scale, commercial vegetable production for example. In daily,
poultry and livestock farming on the contrary, any shifting from South and Central
to North and West Florida would be the exception rather than the rule. Agricul-
tural production seems to have gained.the most where also the population has in-
creased the fastest.
The Florida StateMarketing Bureau has supplemented its servi
in the current biennial period in recognition of North and West Flor-;- setions
which have been somewhat neglected in receiving from all agencies an equal service
with all state areas. Market news service for poultry and eggs has been extended
to Panama City and Pensacola. Tallahassee and adjoining area service has been
expanded. Livestock market news coverage extends from Jacksonville westward,
including direct sales on Jacksonville market, and auction markets at Live Oak,
Lake City, Madison, Monticello, Graceville, and Mariannao
FLORIDA STATE MARKETING BUREAU
The service is recognized in other States as the letter of Jan. 20, 1958,
from the Michigan Department of Agriculture indicates:
"Your letter describing Florida's livestock auction reporting program
and the material from Mr. Gaither was much appreciated.
"Florida is an old timer in the field. I haven t found a State that
has been operating such a program for as many years as yours. This
experience can be of real value to Michigan or any other state which
is contemplating an auction reporting program,
"Cost is an important factor too. Your figures on this matter would
be appreciated if you have them at hand."
The Quincy StateMarket has been added to the Federal-State leased wire cir-
cuit.
Federal Marketing Agreements are in effect in Florida for Citrus, Limes,
Avocados, Cucumbers and Tomatoes. One of the fundamentals, indispensables, for
their operation is the regular statistical, transportation, quotation information
provided by the Federal-State Market News Service.
As farms and farmers become larger and fewer, increasing volume to decrease
unit cost, areas of heaviest concentrated agricultural production have shifted
from North to South Florida. Currently counties of heavy agricultural production
produce more and more of the total, whereas the counties prominent a few years ago
grow less. Like farmers fewer and larger.
Accentuating the successful operation of the Bureau's market news project,
the states of Wisconsin, Missouri, West Virginia and Michigan have in the last two-
year period requested detailed information from Florida as a guide to initiating
similar service in those States. Pennsylvania requested similar information for
re-evaluating the Bureau in that State. Representatives from foreign countries
have visited Bureau headquarters to study the Florida market news program. The
most recent from France and Brazil,
Market news is not without great interest in Florida, Professor W. K.
McPherson has brought the Senior Marketing and Economic Classes from the Univer-
sity of Florida to the Bureau offices on regular schedule for obtaining first-hand
information as to coverage, markets and commodities, of the Federal-State system.
Students have been assigned tc attend livestock auctions and observe the methods
of our reporters in collecting information.
Demands for additional coverage exceed our appropriation capacity to fully
provide it. For example, the Florida Flower Growers industry hs 3 requested a
Floral Market News Service, covering primarily gladiolus and chijsanthemums. The
service for a $30 million industry is very essential. We have provided limited
service already, and conducted a sample pilot collection of transportation data for
one season for administrative study of the proposed project,
The farmer who would be successful in modern agricultural marketing technique
must be successfully informed. Official agencies charged with the responsibility
TWENTY-FIRST BIENNIAL REPORT
of serving him should above all be qualified by practical, specialized experience
to keep producers posted as to the marketing situation. Perhaps under the
present operation of marketing facilities and principles, the private and State
Farmers Markets, conducting and closing actual transactions would be the least
required of all assistance. If the Marketing Specialists of the Bureau engaged
in the direct handling of every agricultural product in the State, such service
would not be as helpful to producers as keeping them continuously, adequately,
punctually and accurately informed as to marketing conditions, distribution
procedures and market values in both local and outside centers. The better part
of official marketing assistance today is providing the grower-shipper with com-
plete marketing information. Consistent with such policy, the theme of Bureau
service, "telling 'em, showing 'em, informing'em is repetitiously evident in the
performance reports of our Specialistso
In the current biennial period 1956-58, as outlined in the individual summaries
of the Marketing Specialists, the Bureau has added the livestock auctions at Lake
City, Orlando, Sarasota and Tampa to our market coverage. Miami direct sales
slaughter and feeder stocker-range or ranch sales have been arranged in the current
period. We have also placed full-time poultry-egg reporters in Miami and Pensa-
cola. The egg-market reporting has been extended to include the Ft. Myers-West
Coast area, the Panama City section, and the West Palm Beach market. Quotes from
cities covered are wired to Bureau offices Tuesdays and Fridays to include current-
day's information in the semi-weekly Poultry and Egg Report released from Bureau
headquarters. More detail will be given in the reviews by Marketing Specialists
which follow.
0 -0
FLORIDA STATE MARKETING BUREAU
MARKETING ACTIVITIES OF THE ASSISTANT COMMISSIONER
1. Assisted in extending Market News for Poultry and Eggs to Fort Myers, Panama
City, Pensacola, and West Palm Beach, The State and County Poultry Associations
as well as the Farm Bureau and the State Agricultural Council supported our
efforts. The Interim Committee of the Legislature studying poultry problems,
recommended that additional funds be provided the Market Bureau for employing a
full-time Poultry Products Market News reporter for quoting the Pensacola market.
The Legislature of 1957 provided the necessary funds
2. Attended meetings of the Poultry Interim Legislative Committee held in Gaines-
ville and Tallahassee and furnished information on market problems under consid-
eration. At the Tallahassee meeting it was decided to ask the Legislature of
1957 to create an Egg Commission, to promote the consumption of Florida eggs by
advertising Florida eggs to Florida consumers, and to assist poultrymen and deal-
ers in improving their market practices and providing superior product. The
Interim Coimnittee at its Tallahassee meeting conferred with Commissioner of Agri-
culture Mayo and secured funds for the Bureau to employ a full-time Market News
reporter for Miami.
3. Was appointed one of the eight Commissioners on the Florida Egg Commission
by the Governor, to put into operation the newly created Egg Commission. Acted
as Manager, at the request of the other seven Commissioners, for a period of 60
days, and assisted in developing a plan of operation for the Commission. As soon
as a Manager could be selected and employed, gave up the position of Manager.
4. Attended 4 meetings of the State Poultry Association, 20 meetings of County
Associations and 6 meetings of Board of Directors of the State Poultry Association.
5. Spoke at two annual meetings of the Hernando Egg Producers Association,
attended by five or six hundred patrons and their families
6. Worked with other marketing associations located in Pinellas, Orange, Gadsden,
Okaloosa and Alachua Countleso
7. Attended two State Farm Bureau Conventions and several County Bureau meetings.
8, Advised with State and local dairy Associations; results of this work was a
request by the organized dairymen of Florlda to the Commissioner of Agriculture
and the Commissioner of the Marketing Bureau to employ a full-time Dairy Market-
ing Specialist, This request was recognized by the 1957 session of the Legisla-
ture and a Dairy Marketing -pecialst has been added to the Bureau force.
9o Attended and took part in two State Poultry Institutes at Camp McQuarrie.
Spoke at 10 County Poultry Associations and was honored by the State Association
with a life membership in the State Poultry Producers Associationo
10o Received a Merit Award by the Florida Department of Agriculture for 28 years
of distinguished leadership in marketing In Florida.
11. Was invited to take part in two State Conventions of the FFA, and worked with
the State officials at Fairs and Shows in various sections of the State,
TWENTY-FIRST BIENNIAL REPORT
12. Served on a committee with two other members of the staff of the Florida De-
partment of Agriculture who administer funds provided by the Commissioner of
Agriculture to promote 4H club work and FFA club work and aid Fairs, Shows and
Expositions to promote Florida agriculture.
13. Have served as Judge at the Florida Baby Chick and Poultry Show the last two
years and also judged at a number of district and county Egg Shows. Attended two
State Conventions of the State Dairy Association,
14. Assisted in promoting "Egg Months" for the past two years in connection with
the Poultry and Egg National Board. In March 1958 assisted this Board award the
Degree of "Good Egg" to the Governor of Florida and the Director of Extension.
Appeared on several Radio Programs and on two TV Shows. Prepared several edi-
torials for the For Sale Want and Exchange Bulletin, several for the "Florida
Poultryman", one for the "Southeastern Poultryman" published in Richmond,Virginia,
and one for the "National Egg Weekly" published in Vineland, New Jerseyo
15. Represented Florida at two meetings of the Atlantic Division of Marketing
Officials and also represented Florida at two National meetings of Marketing
Officials; at the 1957 meeting held in Lexington, Yy., was elected President for
1958. The Nominating Committee was composed of officials from Indiana, Ohio,
Maine, New Jersey and New Mexico. My impression is that all people of other
sections of the USA would love to move to Floridao
16. Attended the National Marketing Work Shop held in Memphis, Tenn., in the fall
of 1957, conducted by the Agricultural Marketing Service of Uo.S.D.A and Divisions
of Markets of the various States. Guyton Williams and I consulted with Mr. Layton
G. Foster, who is Liaison Officer of RoMoAo and State Departments of Agriculture,
and arranged for Matching Funds for the Egg Commission. Object to promote
better marketing of poultry products and inform the consumers of the good quali-
ties of eggs in the diet, to try to increase consumption
17. Served as Federal-State Supervisor for Government grading work in Florida
covering poultry and dairy products. Many dealers are able to sell eggs and
poultry to Latin American dealers as this service provides a system of inspection
for grades of these products and on them issues a Federal-State Certificate
covering the lot, which certificate givesthe quality and weight of the product
being exported. It also helps settle disputes between local dealers as to quality
of products being shipped or received. In the two years Jan. 1, 1)56-Dec. 31,
1957, supervised the grading of 26,220,300 dozen eggs, 69,370 lbs. of frozen
eggs, and 429,304 Ibso of poultry, most of which was fryerso In addition, graded
354,854 lbs. of turkeys, 5,832 lbs. of butter and 31,734 lbs. of cheese0
18. Served on the Agricultural and Conservation Committee of the Kiwanis Club
two years and as Chairman one year
19. Assisted in conducting two training schools for State and Federal-State poul-
try product graders
20. Worked with many County Agents and bH Club leaders in planning Shows and
Exhibits, and organizing poultry associations. There are 22 County Poultry
Associations active in the State federated into the State Association.
FLORIDA STATE MARKETING BUREAU
21. Wrote several thousand letters to people wishing information about poultry
raising in Florida, and revised a poultry bulletin for the Florida Department of
Agriculture.,
22. Worked with the Egg Commission and aided in securing the services of the
Poultry and Egg National Board to promote the Florida poultry industry by furnish-
ing bulletins, pamphlets and leaflets on educational and informative subjects
0 o-o-o 0
LIVESTOCK MARKET NEWS SERVICE
The Federal-State Livestock Market News S-raice is cooperative between the
Bureau and the USDA, Agricultura, Marketing Service, Livestock Office in Thomas-
ville, Ga.
Briefly, this Service continuously colle;,s livestoK sales information on an
official and impartial basis over the entire State, assembles and combines it into
daily releases to news-disseminating agencies and mails summary reports to the
trade at the end of each week The State MarKeting Bu'eau does most of the re-
porting, the USDA office assembles and relays the information to the trade.
In the past two years this reporting has expanded steadily and continues to,
in that published reports are including information on an increasingly larger
proportion of total livestock numbers sold in the State each week. Also, more
and more activities not strictly "livestock market news" are being enveloped
Most routine duties and activities of the livestock marKet news specialists
are listed in the Twentieth Biennial Report for the period July 195h-June 1956,
and are abbreviated in this to avoid repetition, These could be summarized sim-
ply by stating that our efforts have been and vre continuously toward more
orderly and efficient marketing of 1.cr=da -at~te and hogs coordinated with more
widely disseminated, accurate, complete, and timely reports on livestock sales
numbers, demand, prices and trends
Two additional reporters and one repla..emenl were added to the Bureau staff
in this two-year period (bringing the total, to five). This enabled four new
auctions to be added to the reported list (TampA Orlando. Saxasota, Lake City),
and greatly expanded reports on sales of higher grade fed cattle going direct
from producer to slaughtere- (non auctis.), in the Miami and Central Florida
areas especially. In addition, reports are includirg more and more direct coun-
try sales of stocker cattle those moving from one ranch to another or to order
buyers, many of which are shipping large numbers of cattle out-of-stateo
Thus, comprehensive sales information on ev-ry important market outlet for
Florida cattle, whether auction, direct to pa:k.r or direct to other farmers or
dealers, is now being collected and published in F.rida .avestock reports Very
possibly prices on 50 percent or more of all the -ttl.e sold in the State are
actually reported and relayed back to the vade each week A comparison of
Florida's livestock market news system with that cf any other southern state, or
any state, would be interesting and gratifying to Florida interests. Several
other states are now studying Florida's system as a guide to market reports on
their own sales
TWENTY-FIRST BIENNIAL REPORT
Activities of reporters that have been practically absorbed as routine, in
addition to specific Market reporting, include:
Correlation live vs. carcass cattle grading, to check accuracy and consist-
ency in estimating carcass grade on live animals (grades are necessary for Market
reporting) educational grading on ranches or demonstrations grading and sorting
for shows and sales grading on ranches for Production-Testing work by the Univer-
sity of Florida and Extension Service - some judging of livestock at shows, fairs
- supplying reliable unbiased information, example: early estimates (later sub-
stantiated) of cattle deaths in the winter of 1957-1958 to Washington officials,
national associations and concerns.
Some specific individual activities in 1956-1958 of the Livestock Market News
Specialists were:
LIVESTOCK MARKET NEWS SPECIALIST IN CHARGE
BUREAU HEADQUARTERS OFFICES
1, Supervised and helped train four state reporters. Helped acquaint
Federal livestock personnel with Florida conditions and reporting system.
2. Handled most Bureau correspondence concerning livestock market news
and livestock statistics, not only for Florida livestock but national
livestock as well Furnished voluminous information to all interests of
the livestock trade to meat packers, buyers, auctions, producers, ranch
managers, USDA Statisticians, Agricultural Consultants, Research workers,
Claim Agents, Treasury Agents, Veterinarians, students at ill grade levels,
University and Extension Personnel, writers, magazine editors, newspapers,
Chambers of Commerce, potential out-of-state buyers, potential citizens,
departments of agriculture in other states, etc.
3. Wrote several editorials for the Bureau's "For Sale, Want & Exchange
Bulletin", two of which created especial interest (one on Florida's
cattle quality, the other on Feeder Calf Sales). Several other articles
in Bulletin, including statistics, rewrites of research results or
analysis studies; also responsible for an article by Florida Cattlemen's
Association President J. 0. Pearce, Jr., concerning screwworm and tick
eradication (which was rerun in a subsequent Georgia Market Bulletin);
notices of livestock association-sponsored sales, etc. Started publish-
ing as regular monthly feature, monthly cattle prices by grades, month-
ago and year-ago comparisons.
4. Wrote several articles for "Florida Cattlemen" magazine.
5. Assembled livestock section of each "Annual Report".
6. Furnished most statistics, national and state, for revised "Beef
Cattle in Florida" and "Hog Production in Florida", Florida State
Department of Agriculture bulletins (by Lo Ho Lewis and Dr, T. J. Cunha).
7. Served two years on livestock panel at University of Florida Herds-
men's Short Course, once as Moderator for cattle grading panel, again as
FLORIDA STATE MARKETING BUREAU
panel member in discussion of feeder calf sales Largely responsible
for securing main speaker from Virgina B-lletin article on Florida
Feeder Calf Sales used as basis for operang panel di.scuAsiono Also
worked up analysis of Florida feeder sales to compare with Virginia's.
8, Met with Swine Producers Association rn Gainesville to explore
possibilities of premium prices fcr mea type hogs.
9o Helped sort cattle at four Hereford and Angus feeder stocker
sales in Gainesville and graded :att e for sifting at two South-
eastern Fat Stock Snows and Sales,, Ota.a. Grading demonstration at
Bradford County Fair. Talked to Central Florida Cattlemen's Associ-
ation on Florida cattle quality
10 Participated an and helped prepare television movie short
"Cattle Marketing in Flor.da.', helped anitiate telephoned Florida
cattle market reports to TV stations it. Tampa,
1, Reported to Florida State Cattlemen s AsscciatioN on current
(June, 1958) status of Florida cattle market coverage, commending
packers for their cooperation.
12o Sper.t several, hours each weei reporting :ne G-.nesv11e and
Ocala auction sales and assemtl:ng livestock statistics (market
numbers, prices weights, Interstate shipments.; keeping USDA statis-
tical records current, etCo) Much times is &Ls i d-voted to improved
livestock grades and market reports,
LIVESTOCK MARKET NEWS SPECIALIST, BELLE GLADE AREA
lo Collect direct cattle sales information In the field, in addition
to covering the Belle Glade and Okee:ho.bee cattle markets regularly
each week, and KissLmme- oca-iornal2yo
2, Spend one day jach week regularly 'in ecil.ecting direct sales data
on slaughter cattle from s:x Miami packing plants. and an correlation
grading,
3. Give widespread asshtarnce to ranchrer.s, liveotoCK markets, and
packers in South Florida i getting c ftt.e rcm rancr to market and
packer with attempted minimum bruising sr.d tc-~ad r'moe efficient
marketing. Regularly help :_attlemer sort consigrnments at Belle Glade
and Okeechobee markets
ho Assisted grading calves for proJuctioo gain testing cn ranches,
5o Assisted in grading experimen'ai steers at Everglades Ex3eriment
Station,
6, Considerable price and weight tabulations on marke's covered are
done each week0
7o Judged beef catt'i at West Palm Beach Fiar.
TWENTY-FIRST BIENNIAL REPORT
8. Assisted with Steer Show and Sale at Bartow.
9, Judged Horse Show at Bartow Fair,
10. Judged horses at Umatilla for Annual Florida Horsemen's 100 mile
Endurance Ride.
11. Helped make survey of cattle death losses in South Florida in the
winter of 1957-1958.
12. Spend about one day each month in comparing live grading with
other reporters.
13. Disseminate current local and national livestock market news in-
formation.
14. Made a talk to Vocational Advisory Council on beef cattle pro-
jects, and have given assistance to County Agents and Vocational Agri-
cultural Teachers and boys with beef cattle projects.
LIVESTOCK MARKET NEWS SPECIALIST, NORTHWEST FLORIDA AREAS
1. Reported Tallahassee Poultry & Egg Market July 1957-January 1958.
Assisted producers with marketing.
2. Regularly report the Graceville, Marianna, Live Oak, and Lake City
cattle and hog weekly auction sales,
3, Tabulate prices on auctions covered,
h4 Tabulate numbers of cattle moving interstate from markets in West
Florida.
$. Contact buyers and sellers in effort to bring them together on
cattle ready or soon ready for sale,,
6. Concentrated efforts at disseminating official and reliable market
information.
7. Attempt to encourage production of meat-type hogs (rather than fat
type now produced).
8. Helped grade cattle in Production-testing work on two ranches near
Tallahassee.
9. Help producers with any marketing problem where possible.
10. Collect information from auctions not officially reported, and
direct sales buying stations.
11. Correlated grading of cattle at North Florida and Glades Experi-
ment Stations comparing live grade with USDA carcass grade to im-
prove grading accuracy.
16
FLORIDA STATE MARKETING BUREAU
12. Attended educational group meetings on livestock, and contacted
livestock personnel at State Experiment Stations,
13. Assisted with Purebred Hog Show & Sale, Madison.
LIVESTOCK MARKET NEWS SPECIALIST, WAUCHULA AREA
lo Regularly report the Orlando, Sarasota, Arcadia and Wauchula
cattle auctions each week, tabulating prices and weights on each.
2. Make several contacts daily for private sale information, out
of state movements, and conditions of cattle and pastures. Helped
make survey of cattle deaths in South Florida in winter of 1957-1958.
3o Graded calves and heifers on four ranches for production testing,
h4 Graded several groups of steers to go in feed lots.
5o Graded cattle on private ranches.
6. Helped train three state reporters0
7. Correlated live grading with USDA carcass grades, for check on
live grading.
8. Attended Cattlemen's Institute.
LIVESTOCK, FRUIT AND VEGETABLE
MARKET NEWS SPECIALIST, TAMPA AREA
The present specialist began services with the Bureau in January
1958, as a replacement for Mr. F. Lo Lothamer who was retiring.
This reporter reports the Tampa, Lakeland and Kissimmee live-
stock markets each week the year round One day each week is devoted
to gathering direct (non-auction) cattle sales information from meat
packers within a 75 mile radius of Tampa and local ranchers. Another
important part of the weekly schedule is the making up of special
tabulations for the Jacksonvills headquarters office.
Daily contact is made -with fruit and vegetable dealers at the
Wholesale Produce Market in the early morning hours to determine price
and quantity, There are numerous individual stands at the market of
which this reporter contacts a good cross-section in obtaining the
market information. This information ts then compiled into a report
and dispersed to the following- local ToVo and radio stations, two
local newspapers (Tampa Tribune and St. Petersburg Times), the Federal
Office in Plant City and the Bureau office in Jacksonville. This
report is used quite extensively by producers and consumers in the
Tampa area, and is very helpful to producers in determining the
approximate value of their products0
TWENTY-FIRST BIENNIAL REPORT
Extra activities include the following:
1. Live-graded cattle at the Agricultural Experiment Station at
Belle Glade.
2o Attended Herdsm'engs Short Course at the University of Florida
at Gainesville.
3. Instrumental in obtaining one of the largest meat packers in
the State as a weekly source of direct sales information,
h4 Helped in survey of cattle deaths in late winter 1957o
0-0-0-0-0
FRUIT AND VEGETABLE ACTIVITIES
MARKET NEWS SPECIALIST BUREAU HEADQUARTERS OFFICE
Following are comments from an article I prepared for the Bureau's For Sale,
Want, and Exchange Bulletin which expresses somewhat the scope involved in state-
wide Fruit and Vegetable Market News work0
"Market News for fruits and vegetables is an information service which acts
as a barometer for the daily market trends. Trading prices and the supplies
throughout the United States are the very basis of the reports Generally, the
reports you see or hear are the synthesis of a host of factors that have culmi-
nated in action at one point of the marketing system. The fairness of any agree-
ment or price depends on things too numerous to list here, but it seems evident
that if competition and pricing are to be effective and fair, buyers and sellers
must have equal access to full information on factors that influence the market
"In 1911-12, Florida shipments of fresh fruits and vegetables totaled some
40,000 carlot equivalents, thereby establishing this State as a fledgling winter
producing area, With both shipments and need for marketing information increas-
ing rapidly, the Florida legislature of 1917 established the Florida State Market-
ing Bureau, four years after the Federal Bureau of Markets was created, By the
early 1920s fruit and vegetable shipments from the State had grown to over
100,000 carlot equivalents and the State had launched into shipping point market
reporting
"The first field station Market News office was created for celery at
Sanford, operating from January 22 April 19, 1923. The next was operated May
28 June 14, 1923 at Ocala for cucumbers, tomatoes and watermelons. An office
was opened at Orlando for citrus, running from January 16 to April 30, 1924o A
field station was conducted April 14 May 20, 1924 at Hastings for potatoes.
The 1927-28 season showed the first Market News station opened covering
Okeechobee and the Lower East Coast section, and this was located at Belle Glade -
Chosen. The first West Coast office reporting on truck crops was at Plant City
from February to April 1927.
"From a modest beginning in 1917 and through Federal-State Market News agree-
ments the service has grown toward the present operation of seven Market News
field offices0 These offices cover the trading in 17 vegetable producing areas
and the state-wide marketing of both citrus and watermelons o .0
FLORIDA STATE MARKETING BUREAU
"The lox-a.tlen of f1l.d *tat:one and the iLem6 reported by them are subject
to change new as in tne pest as shifts occ-ar n -creges between production
area. producing eceone lengthen and the impT;rt:re of a-modities increases
or deIc4r-eeo"
The Bureau field Market Ne-ws program. -which is c-f-ried on jointly by Com-
missioner Rhodes and the USDA .. A-LS, has done meua tL fill &n information gap
through the collectcicn and dissw.inatic.n of seply, demand and price data so
that all interested persons can keep abreist ,-f the trading activitieSo
The State reporters c.cver che wholes-.e manrets in JacKsrnville, Miami and
Tampa, The writer collects the t:u.-t and veget&b.e pr-ct information in Jackson-
ville each day.
In an artici.e the wr: ter i6 preparing for th- F r Sale- Want and Exchange
Bulletin the following comments arT, made roncerrlr.g 'nhe' marketing o -fresh fruits
and vegetables in JacKsonvThlle
"Jacksonv1.ile fresh fruw.t and vegetable da7trbu'.ive outlets market some
15.750 carlot equivalsnrt cf pro.du.. aanu.uly oooo
"There are scme 1,600,C00 peerscns .n the Jack.c .:Le dlstr-butive area Of
this overall. population. only about a to'a,. of .2,50,O000 consumers indirectly
depend onr. the local. v-vesaie houses ind chains for their supply of fresh pro-
duceo This figure fluctuates between 1,00'. 0,000 to ..,000000 a year .o o o
"In the winter and *pring, November through Jwne. South Georgia buyers come
to the Jacksonville m.arket wh-le the qubnt~ y purcha-sed oy the Central Florida
traders dr ops off. During the su:wer and early fall July through October, a
number of ths South Gecrgia buyers g- to Atlanta and the number of Central
Florida trader increases here .oc The :hangIng seasonal production pattern
of the Southeast has a defi.nte* effect ,s the tr--.iLng here with respect to out-
of-town buyers.o
Articles cf th.i type ae eduii.atona.o A.-,>, tne trade appreciates the
special interest shown by the Bureau in the:r .:tavixaes and problems through
such a write-opo
In the general servic- feiil the Fruit ard Vegetabie Specialist covers
these categories,
The Annual. Agr.:cult.ura. Stattst.ics. Snm;i.ry v tich is edi-ted by the writer
is anl80-page publication. The Sammary gives the writer a working knowledge of
all phases of the State--. agricultural economy and data that e:xi.st, The
acknowledgmen, page lists the many S,-atie and FederAl agencies and trade associ-
ations the Bureau cooperates water and serve_-, nd c.ppTelatively credits their
assistance in the prepa-aticon of ou- Arnrua.l Agricultaaral Statistica] Summary.
To quote-
"The Bureau staff echni.ca2I clerical and m.ailinrg room personnel has
been most cooperative in preparing this lengtny and tedioi-u summary throughout
the summer and fall month*o
TWENTY-FIRST BIENNIAL REPORT
"Some of the tabulations in this report were expressly prepared for us by
people in the various organizations listed below Some were contributed for
use before the individual agency released them in its own publications, other
tables were duplicated from worthwhile agricultural reports. We are grateful
for the assistance given us by the Florida Fruit and Vegetable Association;
Florida Citrus Exchange; Florida Canners Association; Federal-State Market News
Service; Research Department of the Florida State Chamber of Commerce; Statis-
tical Department of the Florida State Citrus Inspection Service; Federal-State
Vegetable Inspection Service; Florida State Plant Board; Florida Poultry-Egg
Inspection Service; USDA Fruit and Vegetable Branch Transportation Section;
USDA Tobacco Market News Service; USDA Florida Agricultural Stabilization and
Conservation Committee; USDA Crop Reporting Board, Washington; Fruit Growers
Express; Florida Agricultural Experiment Stations and Extension Service; and
other well informed sources.
"Special acknowledgment is extended to the USDA Livestock and Crop Report-
ing Service in Orlando. This group has provided us a considerable quantity of
timely and excellent statistical information.
"We wish to extend our cordial appreciation to Commissioner Lo Neill Rhodes
for his many helpful suggestions"
The Florida Flower Growers Association requested an outline of a Market
News Service for flowers. A four-page letter on the subject was submitted to
the Association for presentation to their members for study and future reference.
Also, along the line of flower market news, an article was prepared on "Some
Problems in Establishing Market News for the Flower Industry." This paper,
which was co-authored jointly by Dro Cecil No Smith and myself, was presented
to the Floricultural Section of the Florida Horticultural Society in November
1957
From November 1 to June 30 we issue a 4-page daily Fruit and Vegetable
bulletin from the Bureau main office A one page Avocado-Lime-Mango report is
released daily from June 15 through October 31o An extensive tabulation set-up
is maintained on Florida truck passing of vegetables and non-citrus fruits
Mr. L. P. Hickman, in charge, Florida Road Guard Stations, has been most helpful
and courteous in assisting with this task
The Bureau added an automatic tape attachment to the office teletype in
order to facilitate the increase in out-going market traffic.
The routine phone, wire and mail requests, as well as personal interviews
were handled. Several field trips were made to visit industry members and
agencies. Prepared several tabulations for the Florida Tomato Committee and
the Florida Cucumber Committee, as well as rendering other special assistance
on occasions to these groups Attended the Florida Agricultural Outlook Com-
mittee Conference, trade association meetings such as the Florida Fruit and
Vegetable Association and the Florida Flower Growers Association Conventions,
and a technical conference on general Market News reporting, Prepared an
occasional article for the Florida For Sale, Want and Exchange Bulletin0
Handled routine and liasion contact with Federal-State Vegetable and Citrus
field offices.
FLORIDA STATE MARKETING BUREAU
Continued to report the Northeast Florida poultry and Jacksonville poultry
and egg market when the Federal reporter visited other markets, took vacation
or sick leave In turn the Federal reporter, also experienced in Fruit and
Vegetable Market News, relieved me when field trips were necessary and during
my vacation leave.
Review of regular and exceptional activities would require space beyond
the scope of this report to enumerated Mentioning one example: Prepared for
the Director of State Farmers' Markets an 80 page classified list of "Buyers
and Destinations of Florida Vegetable Crops" which required about two years to
compile.
To fulfill our objective, service, much is dependent on our cooperative
and skilled assistants, Miss Sara Wright, Mrso Caryl Michael and Mrs. Jean
Lordo They have been most helpful in the Bureau's Fruit anu Vegetable work,
and working behind the scenes deserve much credit for our accomplishments in
this services
o-o-o=o-o
POULTRY AND DAIRY PRODUCT MARKET NEWS ACTIVITIES
BY FEDERAL MARKET REPORTER BUREAU HEADQUARTERS OFFICE
The preceding two-year period has been one of considerable interest in
regards to Dairy & Poultry Market News Reporting, By merely following the Egg
& Poultry industry to greater heights, there was no reason why anyone associa-
ted with the trade should not be closely fami-liar with the term "progress".
Indicative of this tremendous headway is the June, 1958 report released by the
Crop Reporting Service, Agricultural Marketing Service. USDAo It shows the
number of layers on hand in Florida during May, 1958 as 3,398,000o This repre-
sents a gain of 15 percent above the 2,772,000 layers on hand a year ago,
despite an overall 2 percent decline in the nation's laying flock.
Fully aware of the industry's needs, particularly of those in the field of
marketing, the Federal-State Dairy & Poultry Market News Service has contributed
both locally and state-vide. A number of local marKets are reported daily and
also published in a 683mi=3eekly report They are- (.) Live Poultry, (2) Eggs,
(3) Northeast Florida Broilers & Fryers. and (h) Ready-to-cook Poultryo Through-
out the fall and winter months, a seasonal Ready-to-cook Turkey market is
covered Pertinent information originating from out-cf-state points is also in-
cluded in the report.o Information on the foregoing markets is collected, com-
piled, and then summarized for official repc;rt with copies of such being mailed
or delivered to disseminating agencies such as Radio, TV and press services0
In the capacity of providing assistance and guidance to state market news
personnel located in nine key producing and consuming areas, the most recent
being the West Palm Beach area5, initiated May 26, 1958, viats to these offices
are made to discuss matters relating to improve MarKet News Service coverage,
un=cooperating respondents, changing marketing practices, etco Approximately
nine to ten meetings have been attended at which this representative is often
called upon to discuss market news procedure and policies
TWENTY-FIRST BIENNIAL REPORT
Upon request of the State officials, assistance has been provided in
preparing additional, re-assigned or replaced employees for market news
positions. Furthermore, the incumbent is responsible for editing all reports
originating from State offices which are included in the Semi-weekly Dairy &
Poultry Market-News Reportso
June 2, 1958, marked the initiation of a new, improved market news cover-
age of the Jacksonville egg market. Among the first of its kind in the nation,
this volume-price reporting method includes not only price ranges but princi-
pally the percentage and volume which move at each reported prices It is hoped
that state-wide adoption of this type of reporting will eventually be realized.
Flexibility in use of market news personnel is just one of the outstanding
characteristics of a smoothly-operating organization such as that of the Florida
State Marketing Bureau. Occasions have arisen whereby, for one reason or another,
one is required to call upon a fellow worker to "stand-in". This relative ease
at substitution has, without a doubt, developed a fruit and vegetable reporter
out of a poultry and egg market news reporter and vice-versao
As Federal and State cooperation has continued to manifest itself in ex-
emplary fashion, it cannot be denied that the assistance so readily provided by
officials and members of the Bureau has served to improve relations, no less,
the Market News Service. To this department, I am greatly indebted,
o-o-o-o-o
ACTIVITIES OF MARKETING SPECIALIST
LIVESTOCK AND FIELD CROPS STATEWIDE
Attended Tobacco Warehousemen Convention, Myrtle Beach, South Carolina,
representing State Department of Agriculture and Florida State Marketing Bureau.
Instrumental in helping set opening dates of Florida Tobacco Auctions.
Cooperated with State Department of Vocational Agriculture Education by-
lo Attending State Convention at Daytona Beach.
2. Assisted Department in carrying delegates to National Convention, Kansas
City, Missouri,
3. Visited many Vocational Agricultural Departments discussing and assisting
in marketing problems.
Cooperated with Extension Service County Agents byg
lo Attending State Convention at Gainesville.
2. Visiting with County Agents in the various counties, suggesting and assist-
ing with marketing problems.
Cooperated with Florida State Cattlemens' Association by:
lo Attending all conventions.
FLORIDA STATE MARKETING BUREAU
2, Writing articles for the For Sale, Want snd Exchange Bulletin designed to
promote beef sales "Horse Power In a Beef Pa.ty" -- OThe Skill of Correct
Beef Buying."
3o Wrote music and words for song "Beef SteAK Pattez' designed to sell beef.
Cooperated with Florida State Rabbit Breeders Assoclation by.
1. Attending their State Convention Meeting,
2. Writing article about rabbits creating interest in sales and general
promotion of the industry,.
Cooperated with the Florida State Forestry Department by writing articles
for the Marketing Bulletin promoting the painting of pine trees in Florida,
and the general love and respect fcr Florida Forests '"A Tree is Born" --
"Tree River'!o
Cooperated with the Florida State S-ine Producers Association by working
with Swine Show a&t Tampa State Fair and vu:tirng Bulletin article designed to
improve the marketing qualities of pork% I'H.g DollarSs"'
Cooperated with Florida State Nurserymenb' Association by writing Bulletin
article designed to encourage more home beautification and the sale of pecan
trees -- "Pecan Tree In The Yard".
Cooperated with the Florida Federation of Fais by attending some of the
annual convent:.ons and schools and by writing Bulletin article intended to
encourage attendance at fairsl "Fair Taime'o.
Worked with the watermelon growers of Fl.orda by conducting melon acreage
survey by counties and sending mimecgr-sphed -opy to several hundred melon
buyers; by orgni.z.ing five counties int sett:ing up spec2.al marketing facili-
ties in their various communities to promote the sale of watermelons; by
mailing mimecgraphed material to severa.. hutr.red buyers and chain stores show-
ing where and when watermelons would be avdlable at Flor:da points- by sending
all daily newspapers in the south, east and m:d-vests. and most radio stations
in the same area material asking that they promote sale of watermelons as a
public service, informed grcvers -and shilpers of F-.deral-State daily melon
market mail and wire service avalbi~ and was inst.rument.al in getting them
to obtain this service
Compiled last of cattle feelera in Florida by counties. showing size of
operation, and ,ype of feeding dcneo Also compiled lis' of Florida Livestock
Packers and Slaughterers showing name and 4dd-ess of finm and phone number;
list of their buyers addresses and phone runb.rs3, average head cattle and hogs
killed weekly, kind of cattle. (fed cattle or ccni-ng castle) killed weekly; per-
centage of cattle purchased on auction 3t.-azght sale and on grade and yield
basis. Also prepared list cf Florida Lavestc.: Auctior. Markets, giving day of
sale each week, name of manager and a,.' o.-ero
These three lasts were 11 campi-ed Jnto one report and sent to Florida
Cattle Feeder_, Florida Livestock Packers arzi Siaughterezs, and Florida Live-
TWENTY-FIRST BIENNIAL REPORT
stock Auction Markets for market promotion of Florida Livestocko This master
list covering all phases of Florida's Commercial Livestock Industry has met
with favorable comment throughout the trade It is used by associated indus-
tries such as the feed manufacturers, manufacturers of livestock drugs,
antibiotics, etco
Work has been started and most of material is in hand for compiling list
of all purebred producers of Florida livestock, including cattle hogs --
horses -- ponies'-- sheep -_ goats and rabbits This work will be published
in bulletin form The purpose of same is to promote sale of Florida Purebred
Livestock interstate, intrastate and abroad Copies of this bulletin will be
made available to anyone concerned in the Uo So Ao as well as to any foreign
countries
Have worked with Florida's Bee Keepers in attending their association
meetings and aiding them in the sale of honey
I have handled considerable correspondence for the State Department of
Agriculture pertaining to Livestock and Field Cropso
Wrote two articles for the Florida Cattleman Magazine pertaining to Beef
Cattle Saleso
In the absence of our Livestock Market Reporters, either through sickness
or vacations, have filled in on market coverage for Belle Glade, Okeechobee,
Wauchula, Arcadia, Kissimmee, Tampa, Lakeland, Gainesville, Live Oak, Madison,
Monticello, Marianna, and Graceville markets
Have worked closely in the field with University of Florida Agricultural
Extension personnel, Agricultural County Agents, and Agricultural Vocational
Teachers in correlating the work and services of the Florida State Marketing
Bureau with the work of these various agricultural workers
0 o~ 0=o
ACTIVITIES OF MARKETING SPECIALIST
POULTRY AND DAIRY PRODUCTS STATEWIDE
My work with the Florida State Marketing Bureau can be divided into
several phases (1) Working with producers in developing market outlets;
(2) Gathering information and recording prices, (3) Writing articles and
editorials; (4) Reporting and recording market prices and information- (5)
Promoting the sale of all poultry and dairy products, and in this way cooper-
ating with other agriculture agencies so dedicated It is my sincere desire
that such work shall serve its purpose and benefit Florida farmers who are
seeking the best market for their products
During the past two years I have contacted many poultrymen in the Stateo
Generally the purpose of my visits is twofold First, I try to explain our
service and clear up any misunderstanding that may exist concerning the market
reports Second, if requested, I work with the farmer in securing a market for
his products In many instances I have been called upon by distributors to
locate supplies of eggs This I have been most happy to do and have fulfilled
every request with one exception
FLORIDA STATE MARKETING BUREAU
A historical record of poultry and egg prices has been kept current in our
office for many years. Last year the responsibility of keeping these records
was assigned to me, It may be added, however, that the prices, charts and
graphs are the work of our entire staff of market news reporters, plus the added
assistance of clerical help in the main office. Surprisingly enough these yearly
summaries are used in many ways, from guides in future production to settling
claims. Numerous times we have been called upon for information which was to be
used in adjusting differences between buyer and seller, Most of the requests
were for figures over a year old.
Approximately twelve weeks of my time were given directly to market news
reporting, Vacation allowances, or sickness required substitute coverage of
several markets during the year, It is my duty to cooperate with other members
of the department'and keep these offices functioning during the absence of the
regular reporters. When reporting the prices on small markets that generally
require the services of a part-time reporter I have used the additional time
available to an advantage and studied the market conditions and visited among
producers in the areas. However, at times it has been necessary for me to use
the extra time to complete work brought along from the main office.
The "For Sale, Want and Exchange Bulletin", is an important service of our
department0 It furnishes a media for us to reach the homes of nearly all the
farmers in Florida. During the current biennial period I have prepared three
editorials for the Bulletin. An effort was made to make the articles inter-
esting and informative, In "Marketing Food Products" I endeavored to pass on
to the Florida poultrymen a few basic facts to consider in marketing eggs and
poultry0 Problems were discussed and proven marketing practices were presented
to overcome such handicaps. These tricks of the trade. or just plain principles
of selling, were not altogether ideas of the writer but rather general informa-
tion gathered from field work in the State.
Another'article "Better Program for Better Quality," was well received by
the industry0 Here an effort was made to emphasize the fact that the accom-
plishments and progress made by the industry has in reality been passed on to
the consumer in a higher quality product at a more reasonable price, Everyone
is thus assured that Florida farmers are producing a wholesome and healthful
product that any housewife should be happy to have adorn her dinner table It
is felt that such data wall encourage the sale of Florida poultry products by
calling to housewife attention how diligently the Poultry Industry is working
to improve its products.
Writing an editorial for the Florida Poultry Magazine each month has been
another of my duties. Though it is not a delegated job of the department I
feel that it is a very worthwhile chores These articles have done much to
clarify our market reports and to keep the farmers abreast with the latest in
marketing, Before preparation of each article the personnel in our office is
contacted for comments, facts and figures as to movement and prices of eggs and
poultry0 Additional. research is made in our library and among our files seek-
ing out information that will be most valuable to commercial poultrymens The
results of our study of the operations of the poultry and egg establishments,
egg handling methods and market costs have been inserted in the articles,
TWENTY-FIRST BIENNIAL REPORT
Very favorable comments and letters have been received from members of
the industry concerning the editorials. The article in the April issue of the
Florida Poultryman, emphasizing the importance of carton prices as compared to
"loose quotations", seemed to be well received by the trade. It brought to
the poultrymen's attention the disadvantages of basing contracts on "loose
quotations". One month my column "Marketing Notes" carried a report or thesis
on advertising and merchandising eggs I was quite elated when the article was
given first "billing" in the magazine and given lengthy editorial comment by
the editor as to the'merits and value of the story. I feel humbly grateful
for this recognition. Writing is not one of my talents but rather a task to
perform.
Educational work assigned to me this year has included participation in
several schools for poultrymen. I am very glad to cooperate with the County
Agents and other sponsors of these short courses, Each school generally sets
aside one night for considering marketing information Also each local
poultry association develops one of its night meetings to marketing problems.
I have participated in twenty-six of their programs. Subjects for such pro-
ducer meetings included Marketing Eggs, Market News Reports, Candling and
Grading Eggs, Maintaining Quality of Eggs, a Quality Program for Florida
Farmers and Displaying Eggs.
It has been a pleasure for me to cooperate with Julian Moore and Lester
Kalch of the Extension Service, in judging the Poultry Shows over the State.
Poultry Shows require extensive work in order for them to be successful. We
were glad to cooperate with other agencies in sponsoring these shows. Gener-
ally it has been our task to help with the judging of eggs The Annual Baby
Chick and Egg Show, and the Florida State Poultry Show at Orlando, and the
North Florida Fair at Tallahassee are the three main shows I have helped with
each year. Local contests included judging exhibits each year at Callahan,
Chipley, Gainesville, DeFuniak Springs, Dade City, Orlando, Jacksonville and
Ocala. These shows and exhibits are not only a great teaching aid on pro-
duction and quality control, but they also serve to keep our products before
thousands of fair-goers.
We have worked diligently with other agencies in helping the Poultry
Industry develop a program of service for the Egg Commission, Assistant
Commissioner Risher is a member of the Commission and we have been very glad
to furnish information needed and requested. Though certainly my help has
been of minor importance I have given radio programs, furnished news articles
and appeared on television in promoting the sale of Florida eggs and poultry
products. I also did some foot work for the Commission in portraying the
"Glen Reeves" Show. Attended all of the meetings of the Egg Commission in
Tampa with one exception.
I am deeply indebted to Mr. Rhodes, Commissioner of the Bureau, for per-
mitting me to attend the Southeastern Poultry and Egg School in Starkville,
Mississippi, At the school I was'thoroughly drilled in the very latest methods
used in grading and candling eggs. The staff was composed of top notch person-
nel and leaders of the Poultry Industry in the United States, including repre-
sentatives of both the UoSoDoA Agricultural Marketing Service and P.E.N.B.
This year I was invited to serve as a member of the staff of a similar school
which will be held in Raleigh, North Carolina. I shall represent our depart-
ment and Florida to the best of my ability.
FLORIDA STATE MARKETING BUREAU
In February I attended the National Workshop on Agricultural Marketing
in Memphis, Tennessee. The workshop was sponsored by the United States Depart-
ment of Agriculture and included outstanding Market Specialists from the
National Office, State Departments and leading Universities. At this meeting
Mr. Risher and I met with Mr. Layton Foster, Director of Matching Funds of the
United States Agricultural Marketing Service. We presented for approval the
proposed marketing program of the Egg Commission, this being necessary to
qualify for the matching funds. Later we had an interview with Mr. Holloway,
an assistant to Mr. Foster. Finally, a program satisfactory to the Egg Com-
mission, and at the same time complying with the Federal regulations, was
temporarily approved.
I have cooperated with other agencies in promoting agriculture in Florida.
This included attending meetings and conferences of the following and partici-
pating in their programs.
1. Extension Service, annual conference.
2. Conference of Vocational Agriculture Teachers.
3. F. F. A. State Convention at Daytona Beach.
h. h-H Club Short Course at Gainesville.
5. State Poultry Meetings at Tampa, and Camp McQuarrie.
6. h-H Club Demonstrations at Marianna.
7. State Poultry Meetings at Gainesville.
8. Farm Bureau (annual).
In the past two years I have made numerous talks to local poultry clubs
over the State. In speaking to the groups I tried to inform the members of
improved practices as applied to merchandising eggs. I also included infor-
mation as to the latest market trends and factors influencing prices. I cooper-
ated with Mr. Joe Doris, Federal-State Market News Reporter, Mr. Rhodes and
other officials in the establishment of market news work in Panama City, Pensacola,
West Palm Beach and Fort Myers. Since we have so many people going in and out of
the poultry business it seems that it is necessary for someone to appear before
groups and explain market news reporting. When neither Mr. Doris nor Mr. Risher
were available to participate in the discussion, I represented the Bureau.
In April of this year I began an intensive study of the operation of several
candling rooms in the State. The purpose of the work was to determine the value
of Florida eggs as compared to shipped, also to secure the following: (1)
Weekly and yearly average prices paid for shipped and Florida eggs; (2) Percent
grade loss of each by 16ts'(months high and low); (3) Cost of grading and
candling; (h) Hauling cost; (5) Volume by weeks; (6) Retail store markup; and
(7) finally -- Comparing the in-shipments and local products as to cost based on
quality and grade turnout. Many companies will not disclose such figures but
others are very cooperative. We were really surprised to discover that many of
the companies have never made an analysis of their egg-room records in actually
TWENTY-FIRST BIENNIAL REPORT
comparing the final carton cost of the two products. We were successful in
coming up with some very interesting figures that should open the eyes of
any businessman and encourage wider sale of Florida eggs.
0-o-o-o-o
ACTIVITIES OF MARKETING SPECIALIST
DAIRY PRODUCTS AND MARKET NEWS STATEWIDE
My duties as Market News and Dairy Specialist in West Florida covered a
broad field of activities. During the first year of this biennium I covered
the Marianna and Graceville livestock markets regularly, and Live Oak periodi-
cally. Also quoted the Tallahassee poultry and egg market daily. In addition
to these regular activities helped promote and judge Leon County Annual 4-H
Dairy Show. Judged Gadsden County Dairy Show. Helped write fair book for
Panama City Fair. Served on planning committee, screening committee and also
acted as one of the judges for the West Florida Dairy Show at Chipley. Assist-
ed in coaching Leon County's Dairy Judging Team, Accompanied this team to
Orlando to Annual State 4-H Dairy Show. Also acted as one of the judges of
this show. Spoke to Kiwanas Club in Crestview. Also spoke to Senior Sociology
Class at Florida State University. Represented Marketing Bureau at Annual Con-
vention of Florida Dairy Association.
Helped promote annual purebred sales of both Guernsey and Jersey Cattle
Clubs, acted as clerk for both sales.
Resulting from petitions from the Dairy Industry the position as Dairy
Specialist f6r the Marketing Bureau was created, effective June 1, 1957. I
accepted this job and after training my replacement in Tallahassee, began in
my present capacity August 1, 1957.
The Florida Milk Commission, which to a large extent controls the industry
in this State, has recently been reorganized. The new Commission has attempted
a complete study of the entire dairy industry and has made some new rulings
which have brought about some radical changes in the industry. Change general-
ly brings confusion and tension, and this has been no exception. Florida's
Dairy Industry is vital not only to the welfare of its population but due to
the State's terrific growth also plays an important role economically, How-
ever, production problems and marketing problems vary greatly from one area to
another. Only by understanding these different conditions can this office
render the most effective service. With this in mind I have attempted to meet
with every representative 'dairy group in the State to discuss and become ac-
quainted with its marketing problems. I have made a study of milk control in
other states and other areas in order to be better able to advise on our own
numerous and perplexing problems
I have sat in on Milk Commission hearings and served in an advisory capacity
when asked.
Was instrumental in getting official reports mailed to all county agents
and agricultural leaders throughout the State so that producers would have
better access to this information,
FLORIDA STATE MARKETING BUREAU
Also helped organize the North and West Dairy Farmers Association. Assist-
ed dairy groups in working up production cost studies for presentation to Milk
Commission. Served on planning committee for the Annual Dairy Field Day at the
University of Florida. Have written articles concerning the industry for the
Exchange Bulletin, and arranged for "Dairy Calendar" to be carried in each
issue. Have appeared on radio and television on panels to discuss dairying.
Due to this being a new position and the dairy industry within the State being
subjected to rapidly changing marketing conditions, a large amount of leg-work,
much correspondence and many conferences have been necessary to become thorough-
ly acquainted with the many facets of this industry. Also that dairymen over
the entire State may know my services are available to them. In this short,
busy period it has been impossible to collect all statistics under consider-
ation. Data most urgently requested will receive first attention. It is my
belief that more factual information is a necessity for this vital industry.
It is my hope and intention to make gathering and disseminating marketing in-
formation a major objective of my work as time and conditions permit.
0-0-0-0-0
TAMPA MARKET NEWS POULTRY AND EGGS
The writer became associated with the Florida State Marketing Bureau on
July 1, 1957. Under the very capable instruction of J. M. Doris, Federal-
State Market Reporter, I learned the basic principles of Market News Service
and how to apply practical poultry experience to the field of reporting, during
an intensive training period at Bureau Offices in Jacksonville. "On the job"
training and supervision by Frank Risher, Assistant Commissioner, J. M. Doris
and Guyton Williams has continued thruout the year. They have at all times
been most helpful and cooperative.
Following the aforesaid training period the writer was assigned to Pensa-
cola as Poultry and Egg reporter. The first Market was released in mid-August.
Eugene Harper, who has established an excellent record, will tell the Pensacola
story but my report would be incomplete without mention of the warm welcome and
fine cooperation extended to both the Bureau and the writer by all segments of
the industry in the Pensacola area.
On September 16, 1957 the writer was transferred to the Tampa office where
he has since reported the Poultry and Egg Market. Conditions vary each
Market is unique in its way and so Tampa poultry and egg markets differ from
others in many respects. However, methods and procedures used to determine
the market do not vary, and the Tampa markets are reported under the same rules,
regulations and directives as outlined by the Bureau for all markets. Previous
Biennial reports have described these procedures in detail. Briefly, some
20-30 dealers and retail buyers are contacted by telephone each morning. Sell-
ing prices are obtained from dealers and buyers are contacted for confirmation.
The number of calls vary from day to day but always a sufficient number are com-
pleted to properly evaluate and determine the market. This reporter's phone is
"hot" each morning from 8 A.oM until just prior to release time at 11 AM,
Additional information is obtained thru personal contact. Each afternoon finds
this reporter in the field checking inventories and invoices and discussing
market trends and conditions with dealers, retailers and producers. Much valu-
able market news information, otherwise unobtainable, is picked up thru such
personal contact.
TWENTY-FIRST BIENNIAL REPORT
Ten copies of the market report are distributed daily to Wire Services,
Press, T.V. and Radio Stations, Two radio stations pick up the daily report
via telephone for dissemination on their noon day broadcasts. When price
changes occur, 15 collect telegrams and several collect phone calls are sent
out at the request of out-of-town dealers. Bureau headquarters and the Miami
office are immediately notified of price changes.
Services indirectly connected with market reporting are numerous and
varied, some of which are:
Each Friday receipts and inventories are tabulated. These data, together
with a resume of the prevailing Egg Market situation, are published weekly in
the Tampa Sunday Tribune. Comments relative to this service indicate a wide-
spread interest.
Poultry Association meetings in the five county area contributing to the
Tampa Market are attended regularly, and on several occasions the reporter has
addressed groups on the subject of market reporting.
During the year meetings have been held with dealers and wholesalers to
discuss and help solve their mutual problems. Thru cooperation with dealers
the Tampa Bureau office has been instrumental in adjusting irregular inven-
tories, thus relieving congested stocks.
A high level of mutual cooperation has existed thruout the year with the
Florida Egg Commission in the functioning of the Egg Clearing House and related
matters. This clearing house operates on a statewide level and its purpose is
to locate outlets in deficit markets for excess eggs which are burdensome in
surplus producing areas. This service is a stabilizing factor of great value
to dealers and producers thruout the State.
The Tampa Bureau office has two-way teletype service during nine months
of the year. Thru this service we receive daily reports on practically every
agricultural commodity from markets thruout the country. Dealers and other
interested parties depend on us for this vital information. During the past
severe winter, Mr. Alec White, Agricultural Agent, depended on the Bureau
teletype service for the latest weather reports in order to advise the area
farmers. Occasionally comes the heart rending call for an out-of-season fruit
for a person afflicted with an incurable disease, which we always try to help
locate. Tampa markets are relayed to Bureau headquarters over the teletype
and this service is used for inter-office communication between Jacksonville
and Tampa, thus eliminating phone calls.
Charts and graphs illustrating receipts, inventories and price trends of
various markets are prepared and kept up-to-date.
Receipts of poultry and eggs shipped in from out of State are tabulated
from the Road Guard reports and forwarded to Bureau headquarters monthly.
In retrospect The Tampa Market is plagued with many problems. Progress
is slow and at times discouraging. However, most of these problems are recog-
nized; are being analyzed and discussed by responsible dealers and producers
and there is every hope to believe they will be solved.
FLORIDA STATE MARKETING BUREAU
A market reporter lives with his market, in a sense he is part of it, He
feels the trends and senses the tones, but above all he is keenly aware at all
times of his responsibility to all segments of the industry he serves
The poultry industry is expanding, production and marketing methods change
rapidly. To keep pace with adequate market news coverage is a challenge,
Bureau leadership, as exemplified by Commissioner Neill Rhodes, and Assistant
Commissioner Frank Risher, and the cooperation of fellow Associates, is of such
high level as to inspire a Bureau reporter to meet that challenge,
o-0-o-0-o
MIAMI MARKET NEWS POULTRY AND EGGS
The following is a list of my activities regularly carried on in the last
two years:
Collect market information on poultry and eggs
Compile quotes into a market report for release and publication
Telephone in reports to the Daily Papers
Mail reports to the State office
Collect information as to the number of cases of Florida Eggs in the Miami area
each montL.
Compile monthly live poultry prices and Florida egg prices
Compile poultry and egg receipts in Miami area from Road Guard reports
Call wholesalers when prices change on poultry and eggs
Check stores with regard to retail prices in comparison to wholesale prices
Make personal calls on wholesalers from time to time
Attend public meetings related to my position
Answer requests and calls relative to service provided by the Florida State
Marketing Bureau
My daily work requires from twenty to thirty telephone calls and making three
to five personal contacts
TWENTY-FIRST BIENNIAL REPORT
PENSACOLA MARKET NEWS POULTRY AND EGGS
This report will reflect the activities of the Pensacola office for the
period beginning September 1, 1957 through June 30, 1958, which coincides with
my period of employment with the Florida State Marketing Bureau.
Upon beginning employment as Market News Reporter, I received preliminary
orientation and training under the able direction of Mr. Joseph M. Doris,
Federal representative of long experience in market news reporting of egg and
poultry products. After returning to Pensacola for duty, several days were
spent in on-the-job training with Mr. Richard Macomb, the reporter previously
assigned to the Pensacola market. His cooperation, patience and suggestions
were most helpful.
During the early weeks, I endeavored to familiarize myself with the duties
and responsibilities of market news reporting by making personal contacts and
getting acquainted with producers, dealers, retailers, feed dealers, newspaper
representatives, and others who were directly or indirectly connected with the
Poultry and Egg Industry. Contacts made with these various groups have made it
possible to gather and compile accurate information for our daily report.
During a normal working day, my duties could be generally summarized as
follows:
1. The morning part of the day is spent in making telephone calls and personal
contacts with producers, dealers, wholesalers, and retailers; getting informa-
tion in regard to prices, supply and demand on egg and poultry products.
2. After this information is gathered, it is analyzed and prepared in daily
report form for distribution. The original copy is mailed to the central office
in Jacksonville. One copy is delivered to each newspaper Pensacola Journal
and Pensacola News. One copy is retained in the local office.
3. The afternoon is spent making personal contacts by telephone with those
who could not be reached earlier, and attending various meetings; such as,
Poultrymen's Association meetings, Agriculture Extension Council meetings, 4-H
Club meetings, Okaloosa County Poultrymen's meetings, and dinners given for
local producers and dealers. I also fully cooperate with the County Agent and
his fine staff of assistants. I feel that these activities are good and
necessary public relations work for both the State Marketing Bureau and the
Florida State Department of Agriculture as a whole.
Since the establishment of the poultry and egg market news service in
Pensacola, much progress has been made towards a more stable and firm market.
Local producers are getting a premium price for their products, their produc-
tion is much greater and is being readily absorbed through regular trade
channels.
While there is still much work to be done, I might mention that during the
past ten months approximately 70,000 cases of shipped eggs and 15,000 cases of
Florida produced eggs sold in the Pensacola area. This indicates that less than
twenty percent of the total number of eggs consumed in this area are Florida
produced eggs; therefore, we feel there is a fine opportunity and an excellent
FLORIDA STATE MARKETING BUREAU
market for the poultry and egg industry in this section of Florida.
It is my aim and purpose to report the market as it actually exists from
day to day without showing any favors or animosities towards anyone; to be of
better service to the department and to the poultry and egg industry.
It is indeed a pleasure to work for the State Marketing Bureau, and with
the growing poultry industry in this section of Florida,
Report of activities in providing Market News for Poultry and/or Eggs in
the Orlando, St. Petersburg-Clearwater, Ft. Myers-Lower West Coast, Panama
City, Tallahassee and West Palm Beach areas would follow the pattern of the
larger cities above included. Report for individual field office activities,
vegetables and fruits, included in our Twentieth Biennial Report, will be
omitted for this biennial period: Miami, Hastings, Sanford, Pompano, Belle
Glade, Lakeland, Plant City-Leesburg.
CONCLUSION
The duties of the Marketing Commissioner are primarily administrative.
When the occasion requires, however, these are laid aside momentarily and
manual assistance is given the clerical force. This is my second-nature, hav-
ing climbed over the lower rungs in the ladder of Bureau positions. The privi-
lege of counselling with specialists and sharing responsibility in the solution
of their problems is exercised without the acquisition or piracy of any credit
for their completing the mission.
In the beginning days of the Bureau when my father was Commissioner, he
was in the field and I handled the office detail. As the Rnreau expanded until
now we have representatives in Miami, Tampa, Orlando, Malone, Pensacola, -
Belle Glade and Wauchula, these and the Assistant Commissioner anu five Market-
ing Specialists from Bureau headquarters offices have taken over field assign-
ments, attend conferences and meetings over the State, and handle whatever
speech-making may be necessary. I have been away from the office on only three
occasions in the past two years, attending meetings of the State Agricultural
Marketing Board.
Among new services in this biennial period for which I was responsible in
securing for Florida, and signing cooperative agreement with the U. S. Depart-
ment of Agriculture in confirmation, was the first official Pecan Market News
Service. I was able to have the U.S.D.A. leased wire circuit extended to Tampa,
and to the Gadsden County Farmers' Market at Quincy. Also made arrangements for
providing leased wire teletype service to the State Farmers' Market at Immokalee,
and continuing this service to the State Markets at Fort Myers and Wauchula.
The Commissioner helped in forming the Clearing House Plan of the Florida
Egg Commission, and otherwise in the solution of their problems.
Interviewing and screening out applicants for Bureau positions is the
TWENTY-FIRST BIENNIAL REPORT
Commissioner's responsibility. In this period under review, I selected and
appointed with Commissioner Mayo's approval, nine Market News and Marketing
Specialists.
In selecting personnel for Bureau employment, as many applications as
possible are obtained. Specialists for strictly marketing service are added
after industry resolutions or wide demand are made. The number is screened
and selection made on the basis of qualifications best serving the Bureau
requirements. Degree, majoring in Animal Husbandry, from an accredited
college, or three years experience in market news reporting, is required for
Federal-State Livestock Market News service. Every Specialist and the As-
sistant Commissioner, working in and from Bureau headquarters offices, are
college graduates. Perhaps our high standard of qualification, and careful,
competent training in instances works to our disadvantage. In only 1957
three market news reporters resigned for more lucrative positions, and four
more of our staff were solicited for private industry employment.
Directing the policy of, proofing all copy in connection with and writing
editorials for the For Sale Want and Exchange Bulletin, as well as editing,
approving or disapproving articles prepared by the Bureau staff, is handled
by the Commissioner. Such labors are indeed time-consuming.
All Bureau claim work is another heavy duty of the Commissioner. More
than forty years of experience in handling claims of wide diversity is an asset
in this important work.
The Bureau library has been equipped with trade rating books, manufactur-
ing and many other directories and guides, and basic statistical data to supply
promptly information requested from agricultural interests and official agen-
cies. Bureau offices are where surprisingly large numbers of floating in-
quiries come to rest.
Interspersed among administrative duties are numerous items on the regular
daily agenda. Determining the proper date for opening the Federal-State
seasonal market news offices, and making the necessary preliminary arrangements
for them, involves decision-making which if in error would seriously affect and
might.result in great loss to the shippers of crops moving to market. The ex-
ecution of cooperative agreements, contracts, leases, Marketing Board papers
and similar instruments falls to the lot of the Marketing Commissioner. The
organization chart of the services performed by the Bureau was prepared by the
Commissioner (February 1958) for the Agricultural Services Committee.
Replying promptly with information requested by mail, telephone and tele-
graph, voluminous in the aggregate, is regarded by the Commissioner as regular
schedule. Interviews and conferences in our offices relate to all phases of
agriculture, and are held with persons from farm level to high executive status.
The distance from bottom to top is short, anyone can see the Commissioner any
time without appointment. Pinch hitting for the Specialists filling field
engagements prevents service from being delayed until their return. This stay-
ing-on-the-job policy is a continuation of that followed in the pioneering days
of the Bureau. Departure from that principle would in my judgment have impaired
our service record. I have never felt that producers of perishable food pro-
ducts should have to wait days for service urgently needed NOW.
FLORIDA STATE MARKETING BUREAU
The Florida Fruit and Vegetable Association mentioned editorially December
1, 1957:
"The Florida State Marketing Bureau cooperates with the Florida Fruit
and Vegetable Association by providing essential statistical services
which the Association has never found necessary to duplicate or rede-
fine. Much of this material is used by the Florida Fruit and Vege-
table Association as the basis for briefs or presentations to the
Tariff Commission, the Budget Commission, Interstate Commerce Commis-
sion, Wage and Hour Division and for publicity material on Florida,
and for other such essential uses. Because this is official material,
it has acceptance by these organizations."
Such information is usually requested by telephone on rush basis, and
generally has been provided on the same day requested.
I shall not forego mentioning the volume of regular and complicated work
accomplished by the Bureau's loyal and efficient secretarial, stenographic,
clerical, and mechanical personnel. It is only fair and giving credit where
due to recognize that without their services the wheels of Bureau progress would
turn slowly if at all. No department head could be supported by a finer working
crew.
In accepting the office of State Marketing Commissioner, I subscribed to
this oath of office:
I Do Solemnly Swear that I will support, protect and
defend the Constitution and Government of the United
States and of the State of Florida; that I am duly
qualified to hold office under the Constitution of
the State, and that I will well and faithfully per-
form the duties of State Marketing Commissioner of
the State of Florida on which I am about to enter,
so help me God.
This oath of office has kept me company all the while. A resume of periodic
accomplishments, however, cannot impart the degree of conscientious effort
applied. The review will I trust bear creditable evidence of faithful perform-
ance of duty, of qualified discharge of responsibility, and of steadfast observ-
ance of oath of office.
The financial statement on pages following concludes the Twenty-First
Biennial Report of the Florida State Marketing Bureau. The Report has purposely
been condensed so that it will cost little money to print and require little
time to read.
Neill Rhodes
Commissioner
Florida State Marketing Bureau
FINANCIAL STATEMENT
of the
FLORIDA STATE MARKETING BUREAU
Expenditures from July 1, 1956, to June 30, 1957
Appropriation for Year ending June 30, 1957 .
Federal Allotment Special Livestock Market News .
Credit, Cooperative Dairy Agreement . . . .
Department of Agriculture transfer . . . .
TOTAL AVAILABLE
. . . . . $195,046o00
. . . . . 2,200,00
*. . . . 73.62
S. . . *3,500.00
$200,819.62
Expenditures
Code
1100 SALARIES . . . . . . .
$115,607.49
NECESSARY AND REGULAR EXPENSES:
Advertising . . . . . .
Communication and Transportation .
Printing Services . . . .
Repairs and Maintenance . . .
Travel . . . . . . .
Utilities . . . . . .
Other Contractual Services . .
Heating Supplies . . . .
Maintenance Materials and Supplies
Motor Fuels and Lubricants . .
Office Materials and Supplies .
Other Materials and Supplies . .
Insurance and Surety Bonds . .
Rental of Buildings . . . .
Dues, Commissions, etc. . . .
Tariff Commission . . . .
OPERATING CAPITAL OUTLAY:
Books . . . . . . .
Office Furniture and Equipment .
$ 4.62
10,499.22
67.45
979.06
24,853.45
617o79
13,227.88
19.96
1,648.16
10.84
7,916.43
7,554.49
175.05
5,876.00
3000
5,000.00
35.55
2,186.49
78,480.40
2,222.04
Turned back to the State June 30, 1957
2100
2200
2300
2400
2600
2700
2900
3300
3600
3700
3800
3900
4100
4300
4900
7900
5100
5600
*Note: Actual Appropriation N&R expenses $89,025.00; reduced,
basis previous year's expenditures, to $75,000, resulting
deficit $3,480.40, absorbed by transfer of $3,500. Final total
N&R expenses $10,544.60 within annual appropriation.
196,309.93
$ 4,509.69
FINANCIAL STATEMENT
of the
FLORIDA STATE MARKETING BUREAU
Expenditures from July 1, 1957, to June 30, 1958
Appropriation for Year ending June 30, 1958 .
Federal Allotment Special Livestock Market News
Credit, Cooperative Dairy Agreement . . .
Credit, State Department of Agriculture . .
TOTAL AVAILABLE
. . . . o 0 $246,882.00
* * . . 2,200o00
. . 0 . 7300
. . . . . 108.79
$2T9,263.79
Expenditures
Code
1100 SALARIES . . . . . . . . . $10,239o37
2100
2200
2300
2o00
2600
2700
2900
3300
3600
3700
3800
4100
4300
4900
7900
NECESSARY AND REGULAR EXPENSES:
Advertising . . . . . .
Communication and Transportation .
Printing Services . . . . .
Repairs and Maintenance . 0 .
Travel . 0 0 0 . 0 0 0 0 0 0 0
Utilities . . o . o
Other Contractual Services o 0 o o
Heating Supplies . .0 . .
Maintenance Materials and Supplies
Motor Fuels and Lubricants 0 o
Office Materials and Supplies . .
Insurance and Surety Bonds .
Rental of Buildings . . . o .
Dues, Commissions, etc. . . .
Tariff Commission . 0 . . .
OPERATING CAPITAL OUTLAY:
5100
5600
Books . . . . . . 0
Office Furniture and Equipment .
$ 8.75
13,037.34
85.62
767.26
37,416.4l
670.20
13,901.32
82.97
1,291o80
1045
20,1-43034
175$05
6,234.67
20o00
5,000.00
7.80
5,150.99
Turned back to the State June 30, 1958
*Deficit of $108.79 absorbed by the Department
of Agriculture.
98,845.18
-5,158.79 244,243.34
$ 5,020.45
THE BUREAU PERSONNEL
JACKSONVILLE HEADQUARTERS OFFICES
Neill Rhodes. . . . . . . . . . . . .. . .Commissioner
F. W. Risher. . .Assistant Commissioner--Specialist, Poultry and Dairy Products
L. T. Pendarvis .
G. N. Rhodes . .
E. F. Scarborough .
Dick Stark . .
Guyton M. Williams
Fred 0. Witt . .
Edna G. Ferguson
C. Faith Butner .
R. Jean Lord . .
V. J. McCrary . .
Wilda Polk . .
Pauline C. Seale .
Kathryn L. Vernon .
Sara Wright . .
Caryl C. Michael .
H. L. Mayberry .
Chris Georgiades .
R. Vernon Williams
. .
* 0
. .
. . . Specialist, Livestock and Field Crops
. . . . Specialist, Livestock Market News
. . . .Specialist, Market News, All Commodities
. . . . . . Specialist, Dairy Products
. . . . . . Specialist, Poultry and Dairy
. . . ... In charge Printing and Mailing Room
. . . . . . . . . Secretary
. . . . . . . . . Stenographer
. . . . . . . . . Stenographer
. . . . . . . . .Stenographer
S. . . . . . . . . Stenographer
. . . . . . . . Stenographer
. . . . . .0. . . . .Stenographer
. . . . . . . . .Stenographer
S. . . . . . . . . Telegrapher
* . .. . . . Mechanical Operator
. . . .. . . . Mechanical Operator
. . . . o . . . Mechanical Operator
FIELD OFFICES
Geo. C. Avery .
Harold C. Howze .
Eugene P. Harper
Alfred J. Larson
Richard Macomb .
Sam C. Means .
Marlin M. Nicely
M. B. Smith . .
John B. Phelps . .
H. E. Gooden . .
Mrs. J. A. Fernandez.
Marjorie B. Fields
Mrs. James V Messer
Mrs. J. W.Padgett .
. . . . Market News Representative, Malone
. . . .Market News Representative, Wauchula
. o . . Market News Representative, Pensacola
. . . . Market News Representative, Tampa
. 0 . . . Market News Representative, Tamoa
S. . . . Market News Representative, Miami
0 . . . Market News Representative, Pahokee
. . . Market News Representative, Orlando
. . Market News Representative (cooperative), Miami
. Market News Representative (cooperative), St.Petersburg
Market News Representative (cooperative), West Palm Beach
. . Market News Representative (cooperative), Ft. Myers
. Market News Representative (cooperative), Tallahassee
. Market News Representative (cooperative), Panama City
(Does not include Federal supervisory or rederal-State clerical personnel)
MAIN OFFICE HEADQUARTERS 505 West Adams Street, Jacksonville, Florida
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