The Lakeland evening telegram. (Lakeland, Fla.) 1911-1922, 1912-07-22
THE INFLUENCE Of
UNR|PE FRUIT ON
THE C|TRUS FRUIT
MARKET.
BY r. p. Burton, Florida Citrus
Exchange.

necessarily discussion OF cause and
effect, as there is no effect without
cause. There is 70 subject in the
minds of the citrus growers OF Flor.
ida today SO vital to the growers as
the influence OF immature citrus
fruits in the markets OF the country,
as it effects directly the income of
every citrus grower, not only in Flor
ida, but in California.
The growing OF citrus fruits is one
of the most fascinaiing If properly
grown and marketed there is no 9TH
er fruit grown in this country that
pays more handsomely, and the own
ing and handling of a citrus grove,
aside from its intrinsic value, is one
that appeals to the fancy. In con-
sidering the influence of immature
fruit on the citrus market, we must
take into account the fact that we
are all human and are actuated pri.
marily by the same instincts. If we
will bring the matter home to our.
selves, consult our wives and fami.
lies, We will find that any class of
fruits or vegetables are bought and
placed before the family for consump.
ton with one idea alone in view:
that Of presenting something that is
not only pleasant to the eye, but pal
atable and wholesome. A wellma.
tured. highly -cOlored, bright Florida
orange is very inviting to the eye
and, when eaten, very delicious to
the palate. When once eaten, a de.
sire is created for another. If they
are kept continuously before the peo-
pie who buy oranges and eat them.
they will be recommended by those
who do eat them to others, and they
become an advertisement of them
selves for themselves. On the con.
trary, green. unsightly, sour Flor.
ida orange is repulsive to the eye
repelling rather than attracting pur
chasers. It is generally known in
large section of the United States that
a large part Of the Florida crop of
citrus fruits are russets. Prior to
the New Year, there is universal
demand for bright Florida oranges;
russets and goldcns are not desired
The brights are sold for the reason
that. they look good to eat; the rus
O. f m Il unlInnc ~ flncirnI hn
cause they do not look to be good to
eat
Prior TO the great freeze of 1894,
Florida made her reputation for the
quality OF her fruits. There was very
little OF this fruit shipped out OF the
state that had not reached sufll
cient state of maturity to appeal not
only to the eye. but to the palate.
There had been built up in this coun
try a widespread and universal de-
mand for Florida oranges. Grapefruit
had not become a factor The freeze
of February, 1895, practically wiped
out the citrus industry in this state.
There was gradual increase from
year to year, but the factors that had
been engaged in marketing prior to
this freeze, for lack of business, had
either left the state or engaged in
other enterprises. \ new set came
into prominence with the growth of
the industry, having at their hands,
ready made, an insistent demand for
Florida oranges, which was many
times in excess of the supply. Much
of this demand was from territory
that was not discriminating as 10
quality or maturity. They wanted
few oranges for Christmas. and ear
lier. This demand was taken care Of
largely by small shipments through
the express company. many of its
agents operating as the distributors
Tho limited quantity of fruit could
be taken care of in this way, and no
serious harm was done. as there was
nothing to follow To feel the lief
fleets. As the output increased in vol
uiiit slN tl'Sc SiiitiAf lllrA AT : wire
supplied. others had Ia be found
Many of these had forgotten about
Florida oranges and. when thoy be
gan to buy. an effort WAS made to
ship it all out Of the state before the
first of January. resulting n ship
ments of immature fruits to most
markets. large number of which
would buy but once. and the opinion
became prevalent that Florida could
grow good oranges no more For
number of years in the territory west
of pittsburg. dealers had arrived at
the conclusion. and so expressed
themselves, that Florida oranges were
no longer worth handling: that Flor
ida could not produce a good orange,
as she formerly did. The shipments
of green. immature oranges ont OF
this state had been carried 10 such
an extent that this became fixed
idea, not only in the minds of the
dealers, but of the consumers. The
few cars that we're bought by the
wholesalers were for the purpose of
Sling in between California valen-
cias and navels. The statement was
frequently made by these wholesale
fruit dealers that after they had dis
tributei a few cars of Florida or
anges, the demand was dead. and
they would shift from them 10 Cali