The Lakeland evening telegram. (Lakeland, Fla.) 1911-1922, 1916-04-18
What The Citrus Exchange
Has Done For The State

details from that of the California
organization
The growers generally came into
the exchange, expecting it to prove
the salvation of the industry with
out other activity on their part, then
| turning over to it their fruit to be
sold. At that time, the average of
the grade and pack OF Florida citrus
fruit was very much below that of
California and far behind the stand
ards of today. The exchange found
itself confronted with the problem
Of selling fruit not properly prepar-
ed for market through a sales force
that was lacking in equipment and
| training, and under the handicap of
great expectations on the part of the
growers which it was out of the
question to realize upon. The re-
suits were disappointing, many
growers withdrew from the organiza-
ton, and it entered a period of Sc
we're struggle.
1t was necessary first to educate
the growers in the matter of prop
erly preparing their crops for mar
ket. To retain even small per-
centage of these in the organization,
required that it should get consid-
erably better prices for their pro-
ducts than could be obtained through
outside marketing agencies. That
this was done, year after year, is a
remarkable tribute to the justice of
the idea on which the exchange is
founded, as well as to the business
ability of the men who have directed
its destinies. Controlling in the past
two or three years not much to ex-
coed 20 per cent. of the fruit grown
in Florida, the exchange has been
marvelously successful in putting
the industry upon substantial
basis. Unquestionably, it is respon-
sible in large degree for the con-
stantly increasing demand for Flor
ida oranges and grapefruit, as il is
for the growing tendency to the
maintenance of equitable prices
Growers not directly affiliated with
the organization, participate in these
benefits almost as fully as those who
are members and the human nature
which manifests itself in the dspo-
sition to take advantage of them so
long as possible without contribut-
the principal reason why no larger
proportion of Florida citrus pro-
ducers have joined the exchange.
The headquarters of the Florida
Citrus exchange is in Tampa, 1t is
, the largest single business in the
State of Florida, having an annual
overturn at this time of approx
, mately 100000. The business is
, conducted on careful lines, under
the supervision of the board of di-
rectOrs, composed of one member
firm each important citrus county
Twelve of these directors meet
: monthly or oftener. Capable en-
ployes under bond, careful audit of
the books monthly by the directors
and audits by outside experts, pro-
tect the growers absolutely in the
handling of the funds. Each grow
err receives an account sales for his
fruit which, in definite detail, shows
him just what it was sold for, Just
what has been the cost of selling,
just what the central Office has re-
tanned for the cost of it's operation,
and just how much he nets. The eX-
change is different from most every
other marketing agency in that, in
stead of making fiat charge to COW
er administrative expenses only and
not including other items of out
lay connected with the selling of
fruit, it's retain covers all these ex-
penses, averaged for the season.
While apparently it's marketing
charge is higher than that of some
of the private agencies, careful in.
vestigation has shown that in reality
it is lower
Has Well Arranged Sales Depart
ment
The detail work of handling the
business of the organization is not
the most important or most inter
esting of its functions, however
Among the duties of the sales de-
partment is the development of de-
mand for Florida oranges and grape
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