THE HOWEY TRIBUNE THE HOWEY TRIBUNE Published Monthly, at Howey-in-the-Hills, Florida SUBSCRIPTION-$1.00 PER YEAR FERMAN A. WILSON Editor SAMPLE COPIES MAILED -ON REQUEST Reproduction by other publications permitted, but courtesy credit is asked. FUNNY WEATHER FORECASTS W ILL the weather man tell why he does it, the newspapers why they print it and the loyal sun- soaked citizens explain why they permit it? Here is an example: Weather forecast for Florida: colder tonight and Saturday. At the moment this forecast is is- sued and when the newspaper presses grind it out, the temperature in Flor- ida is 74 degrees above zero. Now how in the name of Aunt Ma- ria's prized but poisonous parrot can it become "colder" when admittedly it isn't cold? As compared with tem- peratures of the north, Florida never gets cold. Temperatures that bring sleet and snow and ice are accepted synonyms for cold weather and every- one knows that in Florida there isn't any such animal. Florida, jealous of the fact that this is the only state in the Union where summer spends its winter, has a rip snorting royal right to stop the flaunt- ing to the world of this "colder to- night" business, when the worst that ever can be said is "cooler tonight." So, having that right, let's get hot under the collar about "colder" and change it to "cooler." Is there a second to the motion? Orange marmalade valued at $300,000 is annually manufactured in Florida-and that's ORANGE BLOSSOMS ITRUS has been growing in Flor- ida for at least 200 years. Wil- liam Bartram, in an account of his travels here in 1773, mentions long developed orange groves on the St. Johns river from Jacksonville south as far as DeLand. It was 1870 before citrus growing reached a commercial scale in Flor- ida. In 1884 production had grown to 600,000 boxes a year. The estimated production this year is 14,000,000 boxes. In Lake county alone there are ap- proximately 1,100,000 orange and grapefruit trees, nearly half of this total being on the Howey-in-the-Hills development, where the planting con- tinues at the rate of about 2,000 acres yearly. Citrus growing has become Flor- ida's basic industry, producing an an- nual gross return in excess of $50,- 000,000. The total citrus acreage is approximately 300,000 acres and of this more than 80,000 acres have been planted to grapefruit. With increased acreage has come better quality fruit, exemplified in the highest degree by the pedigreed, highly cultivated trees at Howey-in- the-Hills. Demand for citrus has grown rapidly and enormous quanti- ties of fruit is being canned, either as juice or hearts of grapefruit. Those who know, agree with Mr. Mayo, that so far as citrus growing is concerned the "outlook was never better." It remained for a Howey-in-the-Hills hotel guest from St. Paul to order a breakfast of "hog hips and cackleberries." He got his ham and eggs. OUTLOOK NEVER BETTER By NATHAN MAYO, Commissioner of Agriculture THE outlook for agriculture in T Florida was never better. It is much better than it was during the so-called boom. Then all prosaic occupations were overshadowed by that of spectacular speculation. Since all have slowed down to legitimate earnings, productive enterprises have a chance to lay the foundation for per- manent progress. There is now going on the greatest increase in the activities of livestock, dairying and poultry raising that has marked the growth in agriculture for years. Better facilities for handling surpluses have been provided than ever before. The citrus fruit situation is better than- it has been since the -fruit- fly was first discovered. If no new out- break of this pest develops the next season will be one of the most profit- able in the history of the state. A new impetus has been given to a number of highly specialized crops, both sub-tropical and those adapted to the northern part of the state. Standardization of grades is going far toward raising the value of high- grade fruit shipped from the state. Government inspection also gives standing to shipments to northern markets. A larger amount of home- grown products will be consumed within the state than usual, owing to the hundreds of thousands of visitors that are pouring into the state for a stay through the winter months. hundreds of letters come to nmy fftice daily making inquiries about the state. People are interested in Florida. Tons of literature are going out to the other states and to foreign countries. New York to Florida 12-hour air service serves "light lunches," but nothing "fancy" to passengers. Howey orange juice is sug- gested as good plane food. CITRUS FRUIT BY-PRODUCTS T IS interesting to note the valuable by-products of citrus fruit, such as: Orange and grapefruit juice canned. Orange and grapefruit oil cold pressed and distilled. Residue from oranges .and grapefruit as fertilizer or food Sbfor live-stock. Candied grapefruit a nd orange. Canned grapefruit and orange marmalade. Pectin, a product of the waste of orange and grape- fruit juice. At Howey-in-the-Hills, by-product possibilities are taken advantage of and a modern juice factory is in oper- ation, a perfected process bringing forth a well-flavored and long keeping product. Here, too, we have one -of the few plants for the distillation of oils from grapefruit and orange peels. As a result Howey-in-the-Hills fruit, excellent in quality, but offsize or discolored, is made valuable to growers whereas ordinarily such so- called "culls" would be a dead loss. Miami complains that some of her visitors this winter are the hard shelled boys who come down with a red shirt and $10 bill and' don't change either. CONFIDENCE N P. BACH came to Howey-in-the- Hills from Geneva, N. Y. Mr. Bach did some investigating and then bought a Howey grapefruit and orange grove on the shores of In- dian House lake. The next day hei left for Copenhagen, Denmark, where he will permanently reside. The trees in Mr. Bach's grove are young; they will require careful attention and proper culture to bring them into full bearing. Mr. Bach is a cautious, con- servative investor, who looks before he leaps. He has confidence in the Howey development; confidence in this location as an ideal spot for the growing of citrus; confidence in the care to be given his grove; confidence in the commercial possibilities--a con- fidence gained from demonstrated facts and a confidence ready to en- dure the test of time and ocean depths. Speaking of the juice plant, Bill, Graham says: "One day when I told a visitor that we had a juice plant here she inquired, 'How do you generate your power?' " II By' ALLAN C. GOTTSCHALDT President 'ottschaldt-Humphrey Advertising agency, Atlanta, Georgia 6 WW LL, what do you think of Howey- .W n-the-Hills?" asked the gentle- nan who had shown me around. His tone i dicated that my verdict was ar foregone c 1|clusion. ~"Greatf Y a5t -as myfir ~j~-T r. 'There are times when mere words seem to do an injus- tice to wha one has witnessed. Literary ien, artists, orators will tell you that Howe,-in-the-Hills represents the fulfill- ment of a glorious vision. An advertising man-bein only a reporter, a reporter of the truth--can merely add: "The man who cre- ated this wonder-spot was possessed of real he-man 'guts.' " Forj it is easy to picture the many discour- agenm nts that must have come to Mr. Howey, as he planned and worked and builded. The hurri ane, the collapse of the boom, the fruit fly. purely a man of less sterner stuff would have turned to other pursuits. But not Mr. How y. H re, evidently, is a man who believes in Flor da, and especially in that section of the stat( known as Howey-in-the-Hills. Is he vision ary? Is he attempting the impossible? Is h< pouring money into something that will neve realize its full possibilities? -'J 4A^ "-aJs soQ- On the contrary,_ I have a wen-developed hunch that Howey-in-the- Hills represents one of the most substantial things in all Florida. Here, certainly, is a place W ere folks have their feet squarely on the gro nd. And ,hat ground! Somehow it seems that no soil s so admirably suited for the produc- tion of citrus as this in Howey. Records in- dicate Iiis fruit invariably brings a premium in pride. Medical men attribute to Howey grapef it and oranges 'exceptional health- giving lues; as a layman, I can only say they aru juicy, tasty---and make you want more. A big market also awaits the many by- products of Howey-in-the-Hills. The pure orange j ice and the grapefruit juice, espe- cially. 'ere you have the pure juice from sun-riper d fruit--not just a substitute for fresh fr t. In the past fifteen years the per capital nsumption of oranges has increased from s thing like 32 to 70 oranges a year! And yoi all know of the vogue grapefruit has been ej' i g. One could hardly ask a more r.etl ti 'rk-.t ..thajn that which awaits Howey juice packed in convenient contain- ers, ready, for the housewife to serve at any time, ?n a minute's notice. But enough of things material. Let us de- vote at least a paragraph to the Howey golf course. Play the other courses in Florida (ana there are countless good ones) then try out!the Howey course. You have an agree- able surprise in store. Almost without ex- ception Florida courses are flat. Howey is the exception. A beautiful setting, wonderfully kept-up fairways and greens, and just as sporty a course as you could ask for. Howey-in-the-Hills is not on the beaten track. If you see Florida as so many visitors do-you'vie probably missed this citrus em- pire. Anid if that's the case, you haven't seen all that Florida has to offer. SConfidential You m trees, bu Will Ann to the co case of Canada. Al trary it, n Permit uary issu tractive Akron, 0 y, and I think you do, know orange Your Howey Tribune story, "U. S. ix Canada," is all wrong, Opie Read jtrary notwithstanding. Send me a apefruit juice.-B. B. D., Toronto, tight. Buddy B.-but don't be con- with Ople; anyhow he didn't say r did The Tribune; read it again. me to compliment you on the Jan- of The Howey Tribune: it was at- d full of meat.-Mrs. W. C. R., Tli permit has been issued and can be ti>ed at any time. Please nter my subscription for ten years to your publication, The Howey Tribune. I want 15 lore copies of the January issue. By the v y, how should I refer to it, as a publicati periodical or magazine?-C. B. S., Miami la. Ohil, Just call it the world's greatest- four- ge newspaper and let it go at You print a group picture of your execu- tives a, give the title of everyone except W. J. Hbwey. What is his title? Is he active? -ADM RER, Orlando, Fla. e is president of the W. J. Howey Co pany. If you don't think he's ac- tive drop in some day when something go wrong in one of the departments. HOWEY YELL GOES ON THE AIR Here is the Howey-in-the-Hills good fruit yell, first printed in the January Howey Tribune, copied in Clearing House News and broadcast as State Scrapbook feature by -Russell Kay, WFLA, Clear- water: Grapefruit, grapefruit, wow, zow, boom. Orange, oranges, that last until June. Pick 'ei, pull 'em, squeeze 'em all dry, SBest- health Insurance you ever could buy. New Label for Howey Juice Cans The above label, lithographed in four colors and gold, is used on Ilowey canned grapefruit and orange juice. Golden Apples" Found Source of Health [EDITOR'S NOTE. Mr. Street ing food were discovered by Nicholas is merchandising manager in Appert, the great French genius, our charge of fresh fruit and canned modern methods of food conservation juice sales of the W. J. Howey have followed rapidly and have been Company. Mr. Street has been perfected as the demand required. a resident of Florida for 16 ange juic years and is a graduate of Uni- conserved at Howey-in-the-fruills, rep- versity of Florida He has de- resents the culmination of efforts of voted his energies to the fruit trained food scientists and expert me- b s se in s trained food sclentists and expert.mee- business, specializing in sales- chanic geniuses who have found their manship and citrus fruit by- ,ewa,.rd ilsuccs. The jlithe is merely products.] transferred from the shell of the tree- ripened fruit by means of a special By C. C. STREET continuous process, into sterilized ARLY Greek philosophers re- containers and sealed with especially ferred to certain "golden ap- adapted machinery. These containers So tn of packed juice, in various sizes, then ___ ples" as the "Fruit of the receive their :beautiful label and are Gods." History tells us that this placed in strong shipping cases ready wonderful health-giving fruit was for distribution- throughout all parts none other than our modern of the world. Delicious, healthful food articles- orange. The mysterious elements pure orange and grapefruit juice-en- contained in this fruit were never tirely free of preservatives, hermetic- defined by those learned scholars. ally sealed so that all the vitamins, They knew only by instinct that natural to the tree-ripened fruit, are retained is the product now offered the "golden apples" would keep to the public by Howey-in-the-Hills their physical system, in good Juice company. trim. During the reign of good Queen Bess the British maritime fleets were gradually -supplied with oranges as a special food for the sailors because it was discovered that the use of orange juice was a protection against the deadly scurvy. It was the work of medical science to determine why the ancient Greeks thrived so well on the "golden apple" and why orange juice would prevent scurvy afla Pickets as`Wei-l a-s ither- well-known diseases which result from some form of acidosis. In performing experiments to determine the cause for such wonders performed by the use of orange juice, our modern medical science discovered vitamins. . Orange Juice Bone ,Builder In segregating and classifying these vitamins, which science is still con- tent to call "mysterious elements," it was found that vitamin '"C" predom- inates in orange juice. Vitamin "C" is the great bone builder and tends to promote sound white teeth. Also, as a means of preventing the various forms of acidosis which are caused from mal-nutrition and improper assimila- tion-resulting directly from the lack of vitamin "C"-nature has provided the orange and has filled it with that luscious juice which is enlivened with vitamin "C" as the fruit is reaching maturity in Florida's bright sunshine. Since the proper selection and uni- form scientific care of our fruit bear- ing trees is the paramount considera- tion at Howey-in-the-Hills, and since this is the first step required in the production of full food and medicinal qualities in the juice, it is quite nat- ural that the vitamin content of our orange and grapefruit juice should come into full prominence. Healthy trees make healthy fruit and healthy fruit makes more highly vitamized juice. How Quality Juice Is Made To have healthy trees we must take great care in selecting our nursery stock and know that the strain is':of direct origin. Only pedigreed trees are used in our plantings. It is easier to keep a healthy child in good'robust condition than it is to make a sick child well; this is also true of citrus trees. Having learned that the prop- er breeding of trees is not a thing' to be gambled with, we econsider our seed beds, where thousands of baby trees first see light of day, to be the real heart of our vast citrus develop- ment. The deft fingers of our experienced tree-surgeons, working with untiring patience, soon have the baby tree firmly attached to the proper selected wood stock and the little tree begins life anew much in the same manner as little orphans begin a new life in. the home of their new kind heaite'd parents. +-:- Each tree, -which takes its place: In the endless rows of planting on, the rolling hills which surround us, is budded to native rough lemon 'stbck. Scientific research has taught us that, this stock thrives most heartily in the soil and sub-soil which mother nature used in moulding this hill and lake region. ... Juice Placed. in :Sealed Cans Nature has left certain and definite tasks for man to perform. Therefore, at Howey-in-the-Hills you will find a completed system of organized effort, working along definite and systematic lines in conjunction with mother na-i ture, where the application- of scien- tific principles produce healthy fruit trees, delicionusgolden fruit and more highly vitamized juice. After the first metholws g- przterV- OFFICE EFFICIENCY CITED Staff of 15 Persons Supplied with Modern Equipment SBy W. S. MARE Chief Accountant and Office Manager W. J. Howey Company Facts and figures are cold and abstract at best, but how strangely intinviate-4+ey---na y--b&eeae- when the human equation is once estab- lished, In the Howey company offices there are, 15 or more persons who day in and, day out throughout the year deal with the accumulation, tabulation and recording of facts and figures. But unless each in- dividual'doing his specific piece of work firmly and definitely establishes his operations on a human interest basis the results of his work will be as abstract .as the facts and figures. We, in the accounting department of this great business, must, and do at all times, adhere strictly to the funda- mental .principle that it is our duty to reflect facts, but in close harmony with this principle we must also take a vital interest in the process of ac- :cumulating the figures so that state- ments made up to convey the Informa- tion will be intelligible to the reader. Briefly, the office personnel must get :the other fellow's angle and endeavor to interpret it. Modern business methods and me- chanical equipment have aided greatly :in bringing -about a realization of properr functioning of the office force ,along the' above lines. The Howey Company always has been on the alert to install time-saving equipment. Comptometers, adding machines, ad- dressographs, mimeograph, fraud- proof check protectors, and other effi- cient office devices are found in the Howey administrative offices. During the last year an intricate machine has been installed (descrip- tion of which will be found in another column) whereby Western Union tele- grams and cablegrams are promptly dispatched. Howey administrative offices are laid put to provide ideal working con- ditions. In short we have combined all the, essentials needed to make up an efficient office force, every execu- tive and every employee harmonizing with the general scheme of efficiency. HOWEY BUSES BUSY Trips Made from Various Towns Throughout State '-Regular bus trips are made sev- eral times a'week from the various Howey offices in the state. These trips all include stops at points of iTnterest en route. !, O1ffices are located at Miami, H. Clinton Hill; Bradenton, 'N. N. f-Hoover; Orlando, F. E. Workman; St. Petersburg, W. A. Kenmuir; iaytona Beach and New Smyrna, Leroy: Hennessy. :The home office sales staff con- sists of C. D. Kidder, captain; L. V: Morell, W. D. Graham, G. W. Carpenter, R. B. Gibson, Frank Adams, M. D. Reybold, H. L. Gil- ham, most of whom have been res- idents and property owners in Howey for; five or, six years. e Folks Have Their Feet hrelu on the Ground" Chat wih Good People Who Write Ye Editor IL -=LI __ _ __ _~II_ _ :I_ ~ ~ I I -- - Two I FEBRUARY, 1930