The Palatka daily news. (Palatka, Fla.) 1884-1888, 1886-12-29
Our Fruit in the Future.

We hao thought that ths idea under
lying the creation of the Florida Fruit
Exchange was, that the grower is neces
sarily the best merchant of his fruit. he
cause he, of course, takes more interest
than another in Its economical transpor-
tation and honest sale. This is fallacy.
1t takes years for a commission house
to build up for itself clientele, and
this remark will apply to every other
business as well as that of selling fcuit.
Careful advertising and expensive drum
ming must be done before merchant,
with every facility, can find any bust
ness to do. Not only is capital required,
but special knowledge, honest work and
the confidence of the public. All these
cannot be brought to bear by the indi-
vidual owners of small groves through
out the State. The work of gToiriHg
the orange is enough to monopolize the
attention and ability of one man. And
it is for these small growers that the
Florida Fruit Exchange was created.
Messrs. Harris and Bishop and Norris
and Greenleaf can make markets for
themselves, and they can concentrate"
so as to obviate all danger of interfer-
ence with each other. 1t is the rush of
fruit from the small growers which
''breaks markets" and "gluts the trade"
These have no means of informing
themselves as to the immediate necessi-
ties of their customers, and a ''strong"
market may, by their ignorant manage
ment, be converted into a panic within
a few hours. Therefore, if all the Flor
ida fruit could be concentrated under
| intelligent management, prices could be
sustained. Bar the losses by irresponsi-
BILE hands in transportation and the dis
honesty of some merchants, and the
| commission men would make as good
sales as the Exchange, till ignorant ship
pers ''broke" the market. Therefore, it
is not the auction plan" which alone
produces the good results gained by the
Exchange, but the careful handling
and well-informed direction given TO the
moving fruit. SO far, we agree entirely
with Maj. Fairbanks, and believe. like
Mr.. Greenleaf, that the Fruit Exchange
has done much for the people of Florida.
| Now let the Exchange go further, and
instead of Illuminating threats against
those who Twill not concent rate" let
them give definite explanations, if not
promises, to their friends. How can the
consumer be brought nea-er to the
grower? The Mediterranean fruit is
bought largely on the tree, by men who
go many thousand miles for that pur-
pose. Why should not that be done in
Floi ida as well: This is the only .'con>
| centration" possible in our opinion, and
in this way the grower would receive
his money direct, and be csrtsin of it as
the fruit was delivered, or have only
himself to blame.
LII Florida is to succeed as a fruit
growing State, the number of our
groves and their product must be capa-
BILE of indefinite multiplication. If such
careful management is required nor,
how shall we market our crop when this
shall be quadrupled in the near future:
! Can Mr.. Greenlsaf or Maj. Fairbanks
point us to any efforts being made to
find new markets, or will the Exchange
rely only on the customers discovered
by the old commission men: However
fine his stock, no merchant should rely
on the excellence of his goods alone for
advertisement; he must speak out loud
and make known his wares. if he would
extend his business. Is the Fruit Ex-
change bringing our consumers nearer
to us or increasing their numbers?
1t is true that our crop is so far supe-
rior that it need not lack appreciation
where it is known; are we doing what
in us lies to show it's merits: Some
among our growers are so satisfied that
the market for Florida oranges at remu-
nerative prices is limited, that they dis
courage the planting of additional
groves. The exhibit of evils about to
come made by some, have intensified
the fears Of the timid; will the officers
of the Exchange prove that these are
groundless? Unless they are without
foundation, Florida cannot take rank as
great fruit growing State: if the Elk
change is IAN organization of fruit
growers it should squarely face the issue
and show it's ability to provide for the
wants Of those who will come to it for
help, as soon as it is acknowledged their
sole representation, by the "concentra-
ton it demands. If it cannot bring
the consumers to our doors, if il does
not seek new customers, how will it pro-
vide for our fruit in the future?