Word: citrus
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Dates: during 1930-1939
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...citrus year ending last October, U. S. citizens consumed 163,029 carloads of oranges, lemons and grapefruit-39% more than the five-year average through 1929 and an all-time record. Two-thirds of the U. S. citrus crop is harvested in the California-Arizona area. Except for a smallish Texas production (largely grapefruit), Florida accounts for the rest.* And since three-fourths of the California-Arizona crop is marketed by California Fruit Growers Exchange, that famed co-operative is by far the largest factor in the U. S. citrus industry. Last week the 13,500 fruit-growing members were...
...local marketing associations started in Southern California in the 1890's. Today growers belong to packing associations which grade and pack their fruit at cost. The packing associations belong to district associations, which in turn elect the 25 directors who govern the big central Exchange. No fruit except citrus is handled...
...research laboratories, owns lumber mills (boxes), operates orange and lemon processing plants (oils and extracts), promotes the interests of the industry in general, California's in particular. It works constantly for reductions in freight rates, which, with refrigeration, represent about one-third of the wholesale value of California citrus. But most notable achievement has been to make orange juice at breakfast a national institution...
General Manager Armstrong booms the doctrine of advertising when it is needed, not solely when it can be afforded. He can justify his doctrine by the fact that citrus consumption rose through Depression when sale of many other fruits declined. A husky six-footer who entered the Exchange directly after graduation from the University of Michigan (class of 1915), he worked up through the advertising department, helped develop the orange-promoting Sunkist juicer, now urges, among other citrus uses, lemon juice as a hair rinse...
Next to petroleum, citrus is California's biggest industry. In the past half century some $2,000,000,000 worth of citrus fruits have gone to market, a figure larger than total California gold production since 1849. Outlook for the current citrus year in California is rosy, since Florida groves were badly frosted last winter...