THE MONTHLY BL'LLETIN. 423 



by all shippers was over forty-five and one half (45,565) thousand 

 carloads. 



The exchange paid to the growers an average of $1.71 per box, or 

 a grand total of $19,246,757.00. We wish Dr. Powell had segregated 

 the lemons and oranges as it would seem fairer to the lemons, and 

 would give fuller information regarding the citrus industry. The 

 money secured was nearly thirty million dollars ($29,434,402.40), which 

 was never exceeded but once. This shows that the total crop sold for 

 nearly fifty million dollars. 



The entire cost of the exchange, maintaining its seventy sales agents, 

 the admirable office force, unexampled daily report of markets, all 

 expenses of whatsoever kind, amounts to but 1.6 per cent of the gross 

 sales. In addition to this, .6 of 1 per cent is spent in advertising. This 

 has proved of enormous value. The total expense is but 2.2 per cent of 

 the gross sales. Is this not a rcord of economy? 



The growers have received hundreds of thousands of dollars on rebates 

 for over charges and damage in shipping, as also refund by the lemon 

 growers, which could not have been received except for cooperative 

 organization. 



The value of advertising lias been demonstrated by the exchange. In 

 ten years the population has increased 31 per cent. The consumption 

 of California oranges has jumped 74.6 per cent. The "Sunkist Brand" 

 is now the favorite in all American markets. 



The increase in production and amount of fruit marketed staggers 

 belief. Yet through the admirable management of the exchange no 

 market has been glutted, no considerable loss sustained. Great as has 

 been the increase in production, yet greater has been the demand for 

 consumption. Tliis has been the proud achievement of this organiza- 

 tion. 



The total losses of this thirty million dollar business have been 

 but $350.00. Do you say farmers can not do business ? 



The Fruit Growers' Supply Company, an attache of the exchange, 

 has done a three and one third million dollar business at a very slight 

 cost and to the very great saving of its members. This great asset is 

 confined to members of the exchange. 



The legal department of the exchange has wrought splendidly and 

 secured great advantage for the growers. Such service could not exist 

 except for the organization. 



A new department under a field organizer has been formed the past 

 year. This is educatory in function and under such a competent 

 manager as B. B. Pratt must add not a little to the efficiency of the 

 exchange. 



The value of such organization is proved in the fact that in the face 

 of the terrible frost disaster of 1912 and the general business depression, 

 yet the cash received for citrus fruit the past year was never exceeded 

 but once in the history of the State. 



Dr. Powell gives wise and timely suggestions as to the future. In- 

 creased production and severe competition call for maximum effort to 

 increase quality of fruit, to secure thorough standardization, to promote 

 widest and wisest distribution, and to use the agency of advertising to 



