Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1925-08-28
IN OUR
VALLEY


IL Lower Rio Grande Valley should ask
the Texas Citrus Growers Exchange,
with headquarters at Mission, for a copy
of the beckett which has been issued
by the exchange telling of its accom-
pIishments in the two years Of its
existence.
The booklet comprises 40 pages ex-
elusive Of the cover.
It should be read by every grower.
regardless of whether be is affiliated
with the organization. 1t has informa-
tion of value to all who are ipterested
in the marketing phases Of Ntse citrus
fruits industry.
The booklet carries the first public
announcement that "Texasweet" is the
A~name that has been adopted for the
ruit. marketed by the organization, al
hough individual community shipping
points will continue to use their local
brands, such as 'Longhorn, Blue
Bonnet" "Sharyland," white Wing,
"Rio Grande," etc.
Copyrights have been secured on all
The worCs "Texasweet" will appear
in white letters in relief on a purple
background, and below it is an outline
map of Texas showing a star to indicate
the place wheIe produced. 1t is attrac-
tive.
The list of officers and directors in
cludes some of the best known Valley
men. John H. Shay is president; Ben
e. Keith of Fort Worth, vice president,
and r. NJ. Melden, Mission, secretary
treasurer.
The directors include John H. Shary.
Ben E. Keith. W. E. McDavitt of Browns
vile, AL Parker of La Feria. II. Ray
mond Mills of Weslaco, Homer L. john
son of Dallas, R. r. Stuart, of Stuart
Place. J. A. Hickman of Rio Hondo, John
#. Lomax of San Benito, E. c. Couch OF
Weslaco and Mr. Melden.
"Co-operation is the key to success,
says paragraph in the booklet. Co
operation is a necessity Without it
there can be no success. This exchange
was founded for the purpose of solving
the marketing problem of growers, so
that the builders and producers of this
great Valley citrus industry would re-
ceive fair honost and equitable return
for their product. 1t was founded on
strict business principles, so that Il
can function and discharge it's business
openly.
1.-THE records pertaining to every
transaction are an open book and any
member is urgently invited to come and
inspect them at any time if there is any
question in his mind or he is laboring
Onr records
are such that he can see all correspond
ence and telegraphic communication per-
tanning to any sale of fruit. That is CO.
operation"
In announcing pool arrangements for
the season of 1925-26, the booklet says:
"A general pool tends to equalze dis
tribution of fruit throughout the season.
The grower, knowing that ne will re-
ceive the same average for the same
grade of fruit as his neighbor, will not
forse sis fruit on the market. This
prevents flooding of packing plants at
times when market conditions do not
warrant heavy shipments.
"Never will the time come when every
grower can have his fruit picked when
he wishes. If he did, this condition
would last only a season or two re-
sulting in demoralized industry.
"You, of course, know that the fruit
retains its quality best on the trees.
The Exchange knows best when it needs
your fruit. If you ale in pool with
your neighbors you will not be so par
ticular when your fruit shall be picked.
You are thus rendering great assistance
by this cooperation and materially for
walding the interest Of the industry and
providing greater earnings for exchange
mebers."
Ten cents per box will be the sum
set aside this season for advertising
Valley grapefruit, on which important
subject the booklet remarks:
with the rapid increase in the pro-
duction of citrus fruits in the Valley
it is vitally necessary that new markets
be developed The time has arrived
when a demand for Valley fruit in pre-
ference to Florida and California fruit
must be created. To get Valley fruit
favorably before the consumer we must
have a definite. systematic advertising
program"
To help carry out this program, the
exchange has engaged the Southwestern
Continued on Page Twc.t