The Key West citizen. [volume] (Key West, Fla.) 1879-current, 1938-11-11
TOO LATE TO
CLASSIFY

Florida's citrus outlook is a lot
brighter today than it was few
weeks ago. The appointment of
the new Citrus Commissioners
last week served to remove the
uncertainty and fear with the
naming of capable, responsible
men who enjoy the confidence
and respect of the industry.
Not that the men they replace
were not equally able and re-
spected, but because many felt
that less capable men might be
chosen, which at this trying time
would have been disastrous.
! Now if the industry and the
Commissions Valikel viii 81 forget
politics. and fall3 mtereststmill join
forces pooling theifo efforts and
ability, much good may be ac-
complished. ri b3f>9Ieinl u
Is The hope that any such intel
iligeht action will occur, however,
& is a distant one. For many a
weary year, growers have been
buffeted between myriad of
opposing forces, each motivated by
a selfish interest. Politics within
and without the industry have
contributed generously to the
present unhappy plight.
I Where one great strong con-
Structive organization or agency,
with united support of all inter
ests, might have gone far in es-
tablishing order, and met and
solved those problems that today
confront the industry, numerous
small groups, representing as
many interests, each trying des-
perately to gain control, have so
busted themselves fighting each
+other and pursuing their own
aims and ambitions, that the in
duStry as a whole has been
/ brought to the brink of disaster.
| believe that every member of
the Florida Citrus Commission
sincerely desires to serve the
growers and the industry and
that insofar as they are able they
will work diligently in that direc-
ton. Certainly, no one can envy
them their jobs. l can't think of
| a tougher assignment, and they
deserve all the aid and support
we can give them.
/ What a wonderful thing it
would be if every group, every
agency, and large number of
individual growers would forget
their own problems and worries
long enough to draft resolutions
or write letters of confidence,
pledging their full support to the
new Commission! Such encour-
agement at this time could not
help but instill into the hearts of
these men determination to
make good which no obstacles
could retard.
The new advertising agency,
charged with the responsibility of
conducting this seasons nation
wide campaign, is going at the
1 job in a business-like manner,
| witif every indication that they
! wilf get maximum rcsultS0 q
alAsain the Florida Association
of Chaiwo Stores and bithe Ma
tienaH ASkaeiatioli of FlotsEl Chains
/ are putting their strong shoulder
to the wheel mathg adlnationwide
campaign that will push the sale
of Florida fruit in more than ST.
900 retail stores.
The Federal Surplus Commodi-
ties Corporation offers further
aid and is prepared to purchase
huge quantities of fruit if such
action is necessary. Secretary
Wallace is doing all in his power
/ to bring about temporary re-
duction in freight rates.
In Florida, the flve-cents-a-
glass juice campaign, inaugurated
by Burton H. Schoepf. is gaining
amazing momentum with the re-
suit that thousands of stores,
drink stands, fountains. hotels
and restaurants are now offering
fresh orange and grapefruit juice
at the popular price Of SC a glass,
and report that citrus juice sales
have picked up sharply.
The Florida Citrus Commission
and all other citrus agencies
could well afford 10 Join in push
/ ing the plan which promises to
give us q tremendous home mar
ket for a vast amount Of fruit. A
special advertising appropriation
10 publieixe ana promote the SC
glass juice would be gratifying
10 all the merchants who are sup
porting the plan. and would Ger
talnly serve 90 materially in
crease consumption The gift box
advertising should likewise be
conducted III Florida new SpaperS
again this season Oh more ex-
tensive scale as il viii move large
quantities Of fruis at q good
price.
A little teamwork right now