Imperial Valley press., 1944-06-29
TRBP.. . BvVMP BUAP

These queer combinations of letters
are not names of radio stations, but
typical symbols from the Sunkist
telegraph code. Your reporter got
to inquiring about the code the other
day and learned some interesting
facts not only about the code but
the Sunkist market news service OF
which it is part.
You may recall that few weeks
ago we described in this column how
Sunkist throws open to grower the
whole us. and Canada as his mar
keting area. How, by keeping track
of all the daily changes in citrus
demand all over that vast territory,
the Sunkist Sales Department and
the District Exchange Manager can
place the growers fruit where de-
mand and prices are strongest.
You may have wondered how it's
possible to keep track of all those
changes all over the continent.
X X X
Best way to find out is to visit the
Telegraph Department in the Sun
Rist Building in Los Angeles: -.
three rooms stated with busy
people and swiftly clicking teletype
machines.
This is the nerve center of the Ex-
changes communication system.
Reports of all transactions with all
buyers throug hout the United
States and Canada, reports on the
state of each market, reports on
every sale, reports on all cars roll
ing and on track, and weather re-
ports, all funnel in here from the 56
District Sales Offices.
Since major share Of sales are
made in the densely populated East
ern states. ma ajorlty OF the mes
s.ges come a long way-2,OOO to
$500 miles. So, to cut costs, almost
all Sales Offices use code.
This code is Sunkist's own creation.
built up over the years until now 1t
contains symbols for almost every
message that needs TO be sent re-
garding citrus fruit. How much
money this code saves the growers
can easily be shown by one typical
example. Take the three symbols at
the top of this column: TRPB
BWMP BUAP. DECIDED, they say:
Weather bureau predicts continued
hot weather. Do rot divert else
where any cars Sunkist Lemons en-
route here, need them all"
The code reduces that entire mes
sage to twelve letters.
The sales Offices send these code mes
sages by wire to the Sunkist Build
ing in Los Angeles. AS fast as they
come off the telegraph machines
they are decoded, typed out in plain
English, and rushed to the sales de-
partment. At the same time another
operator sends them out on a tele-
type machine that is hooked up with
the 25 Sunkist District Exchanges
throughout the citrus belt.
Thus the growers own District Ex-
change Manager receives by tele-
type the same complete market In
formation as the central Sales De-
partment, and at the same time. He
can then confer with the central
Sales Office by phone and decide
when, where and at what prices to
sell your fruit.
X X 4
This nationwide market news serv-
ice is unique in the citrus industry.
1t provides a complete picture Of
the citrus market, not just from day
to day, but from hour to hour. 1t
is one of the basic factors that,
over the years, have enabled Sun
kist growers to place their fruit
where it brings the best possible
prices.
This is just one more of the benefits
gained when 14,500 citrus growers
work together. You've probably de-
cided that sooner or later you will
join the Exchange and enjoy these
benefits yourself Why not do it now?
Mex. report in this paper two weeks
from today.
California Fruit Growers Exchange
sunbist Building, Los Angeles. 55, California
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