FEBRUARY,~__ 193 TH O RBN he


 D EAR MARIANNE: Hey!
 You don't know what living
 is until you have been to
 Florida in the so-called "winter
 season." The minute the old year
-slips out, the celebration starts,
 and from that time until April the
 state becomes a giant Ferris wheel
 of amuse-
 ments, whirl-
 ing its carni-
 val spirit in all
 directions. To
 enjoy the big
 show you must
 start at the
 main tent, and
 Howey -in-the-
 e .e and Hills is that
 point of van-
 tage. Located
 f s c pinthe of hat
 Betty B. Carpenter in the heart
 of the arena,
 we can in a few hours' time reach
 any town in the state to take in
 the sideshows.
 It is the main tent that pays the
 expenses and chalks up the divi-
 dends. Orange groves, 'truck
 farms, chicken ranches, and what
 have you, create the wherewithal
 here to pay the piper, to say noth-
 ing of the income tax collector.
 We can play hard and not worry
 about the rainy days coming for
 the grove will lay us another gold-
 en egg next year.
 The Howeys Have aParty
 It would be impossible to tell
 you about all of our activity here,
 but whatever your choice of diver-
 sity, we have it.
 An evening of :dancing and
 cards given recently by. Mr. and
 Mrs. W. J. Howey was a happy
 affair. The Howey home is one
 of the most beautiful in the state,
 but when you enter its portals on
 a festive occasion you are cap-
 tured not only with beauty but in
 the folds of genuine hospitality.
 S On this occasion the women
 were more beautiful than ever, the
 men more gallant, the music 'good,
 the refreshments incomparable;

 Guests of the evening included:
 Mrs. M. Thiele, of Chicago, who
 is a guest in the Howey home; Mr.
 and Mrs. Wm. Quayle, Dr. and
 Mrs. M. M. Hannum, of Eustis;
 Mr. and Mrs. Leonard Barker, of
 Tavares; Mr. and Mrs. F. C.
 Workman, Orlando; Opie Read,
 Mr. and Mrs. C. M. Pinkerton,
 Mrs. J. L. Aylsworth, Dr. and Mrs.
 E. C. Taylor, Dodge Taylor, Mr.
 and Mrs. James Brite, Mr. and
 Mrs. F. W. Douglas, Mr. and Mrs.
 C. H. Emery, Miss Gene Emery,
 Mrs. Ann K. Mare, Mr. and Mrs.
 W. S. Mare, Mr. and Mrs. W. E.
 Boyce, Mr. and Mrs. L. V. Morell,
 Mr. and Mrs. H. G. Mi~ler, Mr. and
 Mrs. R. B. Gibson, Emerson Wood,
 Mr. and Mrs. C. D. Kidder, Mr.
 and Mrs. W. D. Graham, Ferman
 Wilson, Mr. and Mrs. W. J. Hew-
 itt, Mr. and Mrs. G. W. Carpenter,
 all of Howey-in-the-Hills.
 The Men's Club Smoker


 Then there was the smoker
given by the Men's Club. Seven-
ty-one men attended and were
unanimous in their .enthusiasm
over its success. A' program of
music, talks, and prizes for hold-
ers of lucky numbers was followed
by refreshments of sandwiches and
coffee.
 Don't you think it would be a
novel feature for the Woman's
club to give a smoker?
 Mrs. Pinkerton Entertains
 A delightful afternoon affair in
the form of a bridge-luncheon was
given a short time ago by Mrs. C.
M. Pinkerton, in honor of her
guest, Mrs. J. L. Aylesworth, who
is visiting here from Philadelphia,
and of Mrs. Howey's guest, Mrs.
M. Thiele, of Chicago. : Three ta-
bles of bridge were arranged with
attractive score cards and tallys.
 Prizes for high scores were
 awarded to Mrs. Douglas, Mrs.
 Taylor, and Mrs. Brite, and spe-
 cial prizes' were presented to the
 honored guests. Mrs. Pinkerton's,
 guests were, Mrs. M. Thiele, Mrs.
 J. L. Aylsworth, Mrs. W. J. How-
 ey, Mrs. C. H. Emery, Miss Gene
 Emery; Mrs. james Brite, Mrs. E.
 C. Taylor, Mrs. W." S. Mare, Mrs.
 C. D. Kidder, Mrs. L. V. Morell,
 Mrs. F. W. Douglas.
 Yes, We Go to Church
 Our community church, services
 of which in the 'schoolhouse audi-'
 torium, is progressing in stride
 with the town, proving that we try
 to be good as 'well as gay. Rev.


and low scores and refreshments
were served. The money raised
is to replace in the club treasury
the amount spent at Christmas for
gifts.
 New Home Going Up
 New houses are being added to
the town continually. The Foster
house on Laurel avenue is nearing
completion, and on the next street,
Magnolia, Mr. and Mrs. Henry W.
Porter, of Lake Forest, Ill., are
building a Spanish type house.
Mr. and Mrs. Porter have taken an
apartment in the Corey Building
until their home is completed, and
are enjoying the season by fishing
and golfing.
 Speaking of golf, if you would
add a few new words to your vo-
cabulary, try a game of golf on:
our rolling golf course where old,
dame nature has erected the haz-
ards. Nevertheless it is becoming
one of the most popular play-
grounds in the state and title hold-
ers come here to try out their
stuff.
 The flame vine is flaming, the
 fish are biting, the bob-whites are
 quailing before the hunters, ::the
 salesmen are selling, roses are
 blooming, the sun is still shining
 and "all's right with the world."
 !.Come down some time.
 BETTY.4


200-Room CluI


For Florida's I


house Planned


portiest Course


R. L. -Brown conducts the services.
 The women of the church have
recently organized "The Ladies'
Society," meeting the t hir d
Wednesday of each month. Offi-
cers elected were: Mrs. Howell,
president; Mrs. Buck, secretary;
Mrs. Bryson, treasurer. A bakery
sale was held by the society a
short time ago for charitable pur-
poses and the results were most
satisfactory, both to the organi-
zation and the customers.
 Old Friends Return
 Every season we look forward'
to seeing all of our friends and
acquaintances come back again,
but there are always a few whom
we are especially pleased to see
often. On this list is Mrs. W.
Harry Mare, of St. Louis, and her
sister, Mrs. D. A. Marks, of Hins-
dale, Ill., who arrived a short time
ago. Mrs. Mare is the mother
of William S. Mare, office man-
ager of the Howey Company. Mrs.
Marks and Mrs. Mare are staying
at the Fountain Inn at Eustis, but
spend much of their time visiting
in Howey.
 Healthiest Girl to Have Caller
 Sh-h! A deep secret. The Lake
county reserves have been called
out to guard our little health
champion, Florence S m o c k,
against heart trouble. Howard
Deatline, of Morgan county, In-
diana, winner of the title of
healthiest boy in the country is
on his way to Florida to renew his
friendship with Miss Smock.
She Wants Grove as Wedding Gift
 We have had visitors here from
 every state in the Union and
 tourists who have circled the globe,
 but we felt honored in a visit
 from Miss Johanna Hager, of Ba-
 varia, who was here a short time
 ago. Miss Hager has travelled ex-
 tensively in Africa, Europe, and:
 the United States, but was en-
 raptured by the beauty of our
 landscape of hillside groves and
 turquoise lakes. Miss Hager con-
 fided to us that her marriage is to
 take place this spring and as a
 wedding present she would like
 to have an orange grove at Howey-
 in-the-Hills.
 School Gets Play Equipment
 But getting back to Howey do-
 ings, the various clubs are all busy
 forging _ahead and doing _good
 work. At the last meeting of the
 Howey Parent-Teachers Associa-
 tion, the Men's Club gave a fine
 program, which included several
 solo numbers, as well as songs by
 their quartet. At this meeting
 funds from the Hoover-Howey club
 were presented to the P.-T. A. to
 purchase added playground equip-
 ment for the school. The next
 drive should be for a new piano to
 aid our musical talent.
 The Woman's club held a suc-
 cessful benefit bridge party at the
 Same Ole Tea Room a few nights
 ago. Mrs. Ann K. Mare, and Mrs.
 W. S. Mare were hostesses. Prizes
 were awarded the holders of high


 Eve rybo dyp y prefers golf'
when they play on the
Howey-in-the-Hills course, in
its setting of sub-tropical splen-
dor, regarded by experts who have
been about the state as the sport-
iest and most, alluring course in
Florida. -",
 Over Hills and Dales
 The course is nine holes ovet
hills and dales and is fringed with
moss-festooned liveoak trees and
palms, while here and there glass-
like small lakes, add charm to the
surroundings.
 "Plans are under way to extend
the course to 18 holes, the addi-
tional nine holes have been laid
out and clearings for fairways
made. h With the completion bf
the 18 hole course tournaments bf
national and international impoo-
tance wiill be arranged. A mode"
clubhouse of 200 rooms is planned.
 The Howey-in-the-Hills course!
 in .best ofcondition; the fairwa*l
 are smooth and green and a carpk
 of close cropped grass.
 .,.Paris 36 and only once has
 player made it in less and thjt
 :was by' Capt. Clark, of Daytol
 Beach, landscape architect, w i
 laid out tha-oHowey course.
 Course: Is 36,120 Yards
 :I. V. Rutter is green keeper an
 C. H. Willard, pro. -
 The course 'is 3,120 yards; par
 for the first hole is four, 325 yards
 second, four, 280 yards; third,
 I


Se en Years Bring

Howey-in-the Hills

Marked Changes
--4-
 By DODGE TAYLOR
in Charge of Legal and Corporate
 Organization W. J. Howey
 Companies
TrO ATTEMPT to tell of the
 changes which I have seen
 take place at Howey-in-the-
Hills in a space of nearly seven
years is no small task. The best
that can be hoped for is to indi-
"eate them briefly.
 Back in 1923 the Howey offices
were lodged in that space on Cen-
tral avenue where Coates grocery
store is now located. An organi-
zation consisting of one man in
charge of the office and one man
in charge of grove development was
'adequate for the amount of business
.transacted. -There were no sales rep-
resentatives in Florida and northern
representation only in the states of
Illinois, Michigan and Indiana.
 Ten Executive Departments
 Early in 1924 the company offices
were moved to the Hotel Floridan,
,which had just then been completed,
aiffm since that time the offie- space-
has been enlarged twice. The organ-
ization now consists of ten separate
and distinct departments, each operat-
ing under a responsible head. A resi-
dent sales organization, varying in
number from five to fifteen members
according to the season of the year, is
in full operation. Sales representa-


four, 330; fourth, four, 355; fifth, tives operate in the principal cities of
four, 350; sixth, three, 175; sev- lorida and in many of the larger
enth, five, 565; eighth, four, 355ities of the northeast and middle
 west.
and ninth, four, 400 yards. Inter- These changes in the organization
est in the ninth hole is heightened and the size of space occupied were
by a dangerous natural water haz- necessarily predicated upon a vastly
 ard increased business and upon much
ard. wider operations. It is obvious that
 Opie Read, the author, who the great increase in the number of
plays here daily, went the round acres planted to grove, and the corre-
with W. J. Hewitt, manager of th spending increase the number of
Floridan hotel, recently, acres under the care of the Howey
Floridan hotel, recently, it being organization, would necessitate a far
Mr. Hewitt's 'first attempt at golf greater number of employes in the
 "How did Mr. Hewitt ge' production department, and that the
along?" someone asked Mr. Read size and importance of all departments
 would increase as the ownership of
!who replied: 'Hlowey-in-the-Hills property became
 "Fine, he made it in one thirty more widely distributed and the de-
six." velopment of it more extensive.
 But no one has been able to find Far Flung Commercial Enterprise
out whether by clock or clutbf-- y-i.st significant, however, and most
 far-repching in its results, has been
 3he gradual transition of Howey-in-
 WIRE DEVICE INSTALLED he-Hiils from purely an agricultural
 -evelopment to a far-flung commercial
 AutomaticPrinter Gives Howey- enterprise With the growth of, the
 in-the-Hills Telegraph Service agricultural development many prob-
 ems of distribution and of utilization
 f by-products have presented them-
 Western Union Telegraph Company elves. These problems seem to be
 has officially established simplex oper- best met through the development of
 ation of telegraphy between Tavares )ur own organization rather than in
 and Howey-in-the-Hills, thus making dependence on other groups not pri-
 Howey-in-the-Hills a direct Western narily interested in the success of the
 Union point for transmitting and re- owey development. The visitor here
 ceiving telegraphic service, now can see a packing plant and a
 i The simplex printer is an intercom- juice plant in full operation. The
 munication machine for interchanging [products of these plants are being dis-
 messages between two or more points. tribute by our own organization in
 The machine is a trifle larger than an markets which we have developed.
 ordinary typewriter and weighs less Experimental work looking to the fur-
 than 70 pounds. It consists of a key- their utilization of by-products indi-
 board transmitter and a printing unit cates that many new and interesting
 driven by a small motor. developments are not far in the fu-
 By depressing the lettered keys vari-' ture.
 ous electrical signals are sent over the' Dreams That Came True
 wire which causes characters corre-, While distribution and utilization of
 spending to the keys to be printed onV by-products were problems arising di-
 tape at both the home and the distant rectly from the citrus development,
 station. The tape printed at the hom; many interesting side-lines, containing
 station serves as a record of what wa great potentialities,, have- also arisen.
 transmitted; that printed at the d Hotel, sanitarium and golf course are
 'tant station is gummed to a messa 11a existing facts at Howey-in-the-
 blank for delivery to -the publiH. Lills today, whereas only a few years
 Printing is effected by means of typ a ago they were dreams.
 bars which move forward and down- All of this has meant the building
 ward. Ink is supplied to the papezi of a community. A hamlet, consisting
 tape by means of an ordinary type. of a few houses scattered here and
 writer. ribbon. j there In the woods in 1923, has
 The message is written out on thq changed to an incorporated town with
 keyboard of a mechanical perforatoi a water system and fire protection
 which punches groups of small holes adequate to give it a second class in-
 in a tape in accordance with a definite. surance rating. The inaccessible set-
 code. This tape is fed at maximum; tlement of 1923 now has paved road
 speed into an automatic transmitter, connection with the world in practical-
 The electrical impulses set up by the ly every direction and is served by
 transmitter in turn actuate automatic one of the major railroads of the
 typewriters at the distant end. south. The transformation of the oak-
 covered hills to orange and grapefruit
 "I saw you kiss my/,daughter. I groves has been the basis of it all.
 can't stand that sort of thing."
 "But you: 'just try. You have no Oranges possess a large vitamin
 ideaR hw nica it-i"'1 ontontm


f7~~~~~~


Oh my, isn't this 'exhilerating'
not to say even embarrassing '

 Special to The Christian Science
 Monitor
 Berkeley, Calif.
 W HAT words are most com-
 monly misspelled in the
 English language? A sur-
 vey of the orthography of stu-
 dents at the University of Cali-
 fornia reveals the 10 words most
 frequently misspelled by college
 students. Members of the fac-
 ulty declare that the words most
 often found misspelled by writers
 of all ages and classes are: sep-
 arate, lose, ninety, privilege,
 villain, Chautauqua, accommo-
 date, all right, repetition and
 ecstasy. Ten other words com-
 monly misspelled by college stu-
 dents as well as many univer-
 sity graduates are: exhilarate,
 hypocrisy, indispensable, irrele-
 vant, oneself, sacrilege, super-
 sede, councilor, embarrass and
 harrass.
 ^ ^.a . -^ ^


Glimpse of Howey-in-the-Hills golf nurse water hazard at ninth hole. Opie
 Read, the author, is sie rn about to make drive.

OUT at the golf course tie other day, a man who had
 just gone around in 112 inquired of his caddie:
 "Well, how do you like my game?"
 And the caddie rep ied:
 "I suppose, sir, it is all right, but I still prefer golf."


between a kumquat orange and
the lime.

 SOURCE OF SUPPLY
 Opie Read tells this one:
 A Kentucky negro woman called on
the judge, addressing him thus:
 "Jedge, theys locked up my husband
 in de pen'tentshary; locked da worth-
 less, no count. nigger up fer just steal-
 ing a ham. Ah wants you to git him
 out, jedge."
 "But," said the judge, "if he Is
 worthless and no account, you don't
 want him, do you?"
 "Nosar, jedge, ah don't wants him,
 but ah does wants another ham."

 OR MAYBE A LITTLE LIMESTONE
 A spinster school teacher from Bos-
 ton, in Florida for the first time, was
 being shown about Howey-in-the-
 Hills. The guide pointed out a lime
 tree, about the only one here, and
 called the school teacher's attention
 to it.
 "Oh, a lime tree!" she gushed.
 "Isn't that cute-and will we have
 fresh lima beans for dinner?"


HOWEY FRUIT

'MIGHTY FINE'

BUYER SAYS


Recent Shipments Include
 Grapefruit and Oranges
 for London

P REMIUM prices are be-
 ing paid for the present
 crop of Howey-in-the-
Hills quality fruit.
 At this moment two car-
lots of grapefruit gathered from
Howey groves are on the way to
London, there to be distributed by
one of the British chain store or-
ganizations.
 Buyers at Buffalo, Washington,
New York City, Boston, Pittsburgh
and Philadelphia are clamoring
for Howey grown grapefruit and
Howey grown oranges.
 Howey Pack Praised
 "Our dock-man," writes Victor
L. Zorn Co., Inc., New York, "in-
sists that of all the brands from
Florida and elsewhere coming in-
to this market there is no brand
which shows more uniform sizing,
or any higher pack. This Howey-
in-the-Hills fruit is so good that
we are getting repeat orders and
after all it is the repeat orders
which is responsible for the suc-
cess of any business. We wish to
compliment you on the mighty fine
pack you continue to turn out."
 Fred Brennisen, president of
Fred Brennisen & Son, Buffalo,
commission merchants, writes:
 "We had a man in our
 store today who when he saw
 your fruit told us that he had
 visited your groves and that
 it was really worth' $100 just
 for the privilege of going
 through your groves and see-
 ing your wonderful plantation
 and the writer hopes to have
 the pleasure of seeing your
 place."
 "Processing" Discontinued
 Mr. Brennisen urges regular
shipments to his company of
Howey grapefruit, and Howey _
oranges, the first grade going to
the trade under the "Howey",
while the second grade, regarded
by buyers as superior to many so-
called first grade fruit, is known
as the "Alps" brand.
 Recent shipments of Pineapple
 oranges grown at Howey-in-the-
 Hills have brought especially at-
 tractive prices.
 C. C. Street, in charge of W. J.
 Howey Company fruit sales, ex-
 plains:
 "This company has definitely
 decided to discontinue all further
 processing of our grapefruit and
 oranges. Contrary to advices
 which were in circulation during


JUICE REMARK

OF CALIFORNIAN

IS CHALLENGED

Howey Secret Process Suc-
 cessfully Preserves
 Fruit Products

 [ |E JUST doesn't know
 H -what he's talking
 about," is the chal-
 lenge thrown to Dr. E. M.
 Chace, senior chemist U. S.
 Department of Agriculture, Los
 Angeles, California, by E. M. Con-
 rad, superintendent of the Howey
 juice plant.
 Mr. Conrad, after years of ex-
 perimentation, has evolved a pro-
 cess hermetically sealing in cans
 pure grapefruit juice and orange
 juice.
 Dr. Chace's Assertion Attacked
 Dr. Chace, in an article in the
 January issue of the "Florida
 Grower," under the heading,
 "Florida's Citrus By-Product Sit-
 uation," asserts:
 "The hope of all manufacturers
 of orange by-products is to pre-
 pare juice which can be kept over
 a period of- nine months or morte
 and still retain the essential char-
 acteristics of freshly. prepared
 juice. As yet no one has fully
 demonstrated that this can be
 done."
 Modern Juice Plant in Operation
 Mr. Conrad resents this conclu-
 sion on the part of the California
 professor and points to the fact
 that the W. J. Howey modernly
 equipped fruit juice plant with its
 capacity of 4,000 to 5,000 gallons
 of pure fruit juices every 24 hours
 as proof of the inaccuracy of Dr.
 Chace's assumption.
 Mr. Conrad has perfected a pro-
 cess whereby the pure fruit juices
 are extracted and placed in vacu-
 um sealed cans, neither sugar or
 any other ingredient being added
 to the juice, which retains its
 flavor and health-giving vitamins
 over long periods of time.
 Blindfold Test Proposed
 "If Dr. Chac-e thinks we have
 not put real juice with a real fla-
 vor in cans, I would like to blind-
 fold him, give him a glass of our
 canned orange or grapefruit juice
 and another glass of the fresh
 fruit juice and challenge him to
 tell the difference. We repeated-
 ly have successfully carried on this
 experiment."

 NEW FRUIT DEVELOPED
 A new citrus fruit, the limequat,
 has been developed at Eustis,
 Lake county, near Howey-in-the-
 Hills. Walter T. Swingle, plant
 expert of the United States de-
 partment of agriculture, has de-
 veloped this fruit which is a cross


Yum, Yum, Juicy Fruit!


"Oranges held by a peach" would be a
good caption. The luscious Pine-
 apple oranges shown on the above
 stem are typical of Howey grown
 quality fruit. Miss Helen Buck, who
 holds the cluster, is in charge of the
 information desk at the Howey ex-
 ecutive offices.


I - -


the early part of the shipping sea-
son, we have experienced consid-
erable misfortune in regard to
shipments of processed fruit."
 All Pineapple and Parson Brown
oranges from Howey groves have
been shipped to the market. Grape-
fifi-ff--6rfWs being- fmoved- antris ---
will be followed by Valencia
oranges.

 Lake county, home of Howey-in-the-
Hills, has in ten years' time, become
a foremost citrus center, being ex-
ceeded in the number of grapefruit
and orange trees by two counties only,
Polk and Orange.


i _A f _AW 44 X A r


I

 TRIBUNEE


THE 'H OW:


FEBRUARY, -1930


Three