Imperial Valley press., 1945-06-08
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Whof's Being Done
About Smell Oranges

Guess everybody knows by now that
this years crop Of Southern Cali
fOrnia valencias is tremendous
and the fruit is the smallest in his
tory. More than three-fourths OF it
is size 252 and smaller!
Your reporter wanted to know
what the Exchange is doing to make
sure this big crop Of small fruit is
utilized to the best advantage Of
Sunkist growers. Here's the story.
Plans began shaping up way back
in January, when the small sizes
first became a certainty. They in
volved dispOsing Of the crop in three
ways: as fresh. ss-uit for the military,
as fresh fruit Tor civilians, and as
products fruit
X X X
AS for the military-the boys in
service are going to get a good por-
tion of the larger fruit that's avail
able. But the military are also TAX
ing fruit as small as 344s for do
mestic camps.
The plan for selling small sizes to
the civilian market, worked out by
the Sales and Advertising Depart
ments together, was naturally much
more complicated. 1t meant selling
first the wholesaler, then the re-
taller, then the public.
The Advertising Department
printed up a "Preview Presenta-
ton, with pictures, charts, etc, tell
ing of the larger proportion Of small
fruit that dealers must sell after
mid-June if they are to maintain
their orange volume. Each Of the 56
Sunkist District Sales Managers
then showed this preview to the
wholesalers, chain store produce
buyers and voluntary group produce
managers in his territory.
Their response has been remark
able. During the last two months
these men, along with the Sunkist
Dealer Service staff and the men in
the District Sales Offices, have
worked hard to carry out the next
step-selling the retailer.
They've explained the problem
and how to meet it, and have sup
piled new Sunkist display material
big cards and banners that say:
Juicy Small Oranges Best Buy Now
-. Buy A Big Bag Full"
Meanwhile the Advertising De
partment has been busy on the final
step Of the plan-selling the public.
This involved preparing two sep
arate national advertising cam
paIgns, one to appear early in the
season when the normal-size cen
tral-nOrthern vaIencias were in the
market, the other to break the min
ute the small-size southern fruit got
moving.
This second campaign carries a
big display of the words, "Juicy
Small Oranges Best Buy Now" II
tells housewives how good these
oranges are, why bigger ones can't
be had, and repeats the suggestion
to Buy A Big Bag Full"
Due to this nationwide promo
tion effort, the small oranges that
Sunkist growers ship this summer
Will find conditioned market ready
10 absorb far more fruit, and at bet
ter prices, than if small sizes hit the
markets as surprise.
X X X
But naturally this huge crop Of
small fruit can't all be sold fresh.
The Exchange Sales Department
has therefore worked out a plan
under which all 1925 and smaller
and all non-shippable larger fruit
may be processed. The Exchange ii
cooperating with all other process
sors, adjusting its own facilities.
and rushing its new juice cannery
70 completion, to make sure that the
fruit that can't be shipped may all
be used.
No other citrus crop has required
the preparation this one has. The
job has required quick adjustment
to conditions, much careful plan
ming, endless hard work all with
one aim, to secure for Exchange
growers the best possible return.
Only the Exchange could have done
such job, and only the Exchange
did, It's another clear example of
those practical and substantial bene-
hts that citrus growers gain by
'eorking together.
Merit report, In this paper tlCo
'DsekS from today.
.sissoyn,a Trait Growers Exchange
saI.Nsst b1'saiaK To- Angeles Is. California
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