The Ocala evening star. [volume] (Ocala, Fla.) 1895-1943, 1922-05-08
AMERICAN FRUIT
GROWERS INC. SUCCESS
HAS BEEN IMMENSE
Has Marketed a Great Quantity Of
Citrus Products This
Season
(Tampa Tribune)


suits obtained for the growers during
the season just closing, F. L. Skelly,
manager of the American Fruit Grow
ers, Inc, of Orlando, stated that while
he has been directly interested in the
marketing of Florida citrus fruits for
the past thirteen years that this has
been the most successful season from
the standpoint of satisfactory sales
and prices obtained, that he has ever
experienced.
"This is the third season of the
American Fruit Growers, Inc, in this
state and while this organization
started with many of the most desir-
able accounts in the state it's business
has shown very remarkable per cent
age of increase. The second season
showed an increase of sixty-five per
cent over the first, and the season
just closing will show an increase of
fully seventy-ive per cent over the
season of 1920-1921. During this
period of time many of the most pro-
gressive growers in this state have
availed themselves of the superior
marketing service that the A. F. G.
has to offer, and prospects are for an
increase of fully 100 per cent for the
coming season over the season of
1921-1922,",o said Mr.. Skelly. .-...
"The results obtained have been not
only gratifying to the growers and
associations whose fruit it has mar
keted but to the American Fruit
Growers as well. In not only the
larger markets of the country were
the highest prices invariably obtained
each and every day, as has been shown
by the market letters from these
markets, but this is also true of all
the f. o. b. markets of the country.
The A. F. G. through its 166 sales
offices and its excellent sales force
throughout the country has been able
to place all suitable fruit on f. o. b.
orders; fruit sold through the auction
has been almost invariably shipped
direct to these markets, while the
larger per centage of fruit sold f. O..
b. was shipped direct to destination.
In this way the fruit reached the con-
sumner in practically as fresh condi-
ton as when picked from the tree in
Florida, as cars are not allowed to lie
| around at diverting points and fruit
| become stale. 1t is a principle of the
American Fruit Growers not to
tramp cars throughout the country
hunting sales, but to have sales made
before car is shipped. The A. F. G.
is also thoroughly opposed to price
arrival basis where the wholesaler is
given all the advantage and the
grower no advantage.
"The Blue Goose trade mark is
used on all fruit that conforms to the
required standard. While this trade
name has only been in use for the past
two years it is conceded by the leading
advertisers in the country to have
come to the front more quickly thar
any other trade name ever put before
the public Some growers have form.
ed the mistaken idea that only small
proportion of the fruit marketed by
the American Fruit Growers is mark
ed Blue Goose. This is not true as 9
very large per centage of the crol
handled is marked and sold under the
trade name Blue Goose as is shown by
all reports from the larger markets
During the coming season secont
grade fruit will be marked with th'
A. G. G. insignia in connection witt
the house brand of the shipper. Il
this way the American Fruit Grower
will be able to advertise approximate
ly upwards of ninety per cent of th'
fruit handled by this organization.
"a very extensive advertising cam
paign has been carried on during thi
season through local and trade papers
posters, window display material an
direct advertising to the trade. Il
addition to the work done by tn
American Fruit Growers Inc, retail
dealers throughout the country hav
shown a splendid spirit of co-operatio
In putting on ~indow display mate
rial aid direct advertising windoy
displays, demonstrations, etc, an
many high class hotels and restau
rants, as well as the dining cars hay
advertised Blue Goose fruit @n thei
menus. The coming season q muc
! more aggressive advertising cam