The Lakeland evening telegram., 1917-06-26
EXCHANGE PLANS BIG
PUBLICITY CAMPAIGN
FLORIDA ORANGE NECESSITY,
NOT LUXURY
n;rectore Hold REGULAR Meeting
Prospects Bright-Give money
to Red Cross
(Tampa Tribune, June 21)

| i
The Florida Citrus Exchange VIII
supplement the work OF its safes
forces at the North with an exten-
sive newspaper advertising campaign
during the coming season.
An appropriation of money sufficl-
ent to conduct this publicity cam
paign was made at the regular month
ly meeting of the board of directors
of the Exchange, held here yesterday,
by two-thirds vote after an am
mated and extended discussion.
the proceedings the merits OF ad-
vertising and of the various forms OF
media heretofore used were thorough
ly gone into 1t developed that the
organization has on hand enough re
cipe books, store cards, ETC., to last
another season and that no method OF
advertising yet tried had shown as
newspaper space.
Some of the directors felt that in
view of the short crop OF fruit due to
the freeze and the drouth, the adver-
tising should be abandoned for one
year at least. The prevailing sent1-
ment was to the effect that this would
be a nunwise policy. increasing sales
= ~
equal the amount that would be
saved.
Information presented to the board
gave assurance that the California
growers of citrus fruits will advertise
next winter more extensively than be
fore and that Porto Rico growers will
spend ten cents box in giving pub
licity to their product. 1t was
I brought out that with the general
| tendency to economize, citrus fruits
will lbe in smaller demand than us
ual unless the public can be made tC
regard them as necessities rather
4 tldl DIS uAuTleS.
HeaIthfulness Of Product
Accordingly the Florida Citrus Ex
4 change will emphasize the health pre-
serving qualities of oranges and
grapefruit in its advertising. Atten
ton also will be aid to the food val
ue of these fruits. The Sealdwsee
trademark of the Exchange will be
featured as the consumers guide il
buying and protection as to quality
AS heretofore, the advertising will BIZ
placed through the Thomas Advertis
ing Service, of Jacksonville and Tam
pa, under the direction of the adver
tising committee and executive off
GERS of the Exchange.
The meeting yesterday was wei
attended and enthusiastic. Only three
directors were absent-Carter O.
Dade, Klock of Marion, and Raymond
of Lee. Estimates of the probable
amount of fruit to be marketed mex
fall and winter made by members q
the Board varied according to local.
ty but indicated crop of from two
fifths to onehalf the normal produc
tlon. The recent rains have caused
heavy bloom in several communitie,
and there may be an unexpectedl,
large output Of late fruit.
The Board voted to contribute $40,
to the campaign for funds for the Re,
Cross now under way here ant
throughout the country. Action alst
was taken for carrying the life in
surance and holding open the positio,
surance and holding open the posi-
tions of. certain valued employees VIII,
may be called on for military seryic,
under the selected draft. The salar,
committee reported the schedule nm
der which officers and employees will
be paid during the coming year, Sun
dry other matters of routine busines
we're given consideration.
Vegetable Handling a Success
Decided upon only two months age
after the bulk of vegetable and smal
fruit growers had shipped their crop
or had made marketing arrange
ments. the handling of truck and me
ons by the Exchange has deyelone
already into business of conside,
able volume and much promise. wav
and means of increasing the efficier
cy of the organization in this fe,
and giving it greater amount :
produce to market were gone int
quite at length in the meeting We
terday.
While vegetable growers will !
urged to form local association
wherever practicable and in this wa
become an integral part of the Flo
ida Citrus EXCHANGE for tha -