2^ 



section threefold. After we have reached that degree, 

 there is the opportunity of applying such information as 

 Professor Chenoweth will give you this afternoon for de- 

 veloping an increased consumption on the part of the public 

 so that they will know the value of the product which you 

 are placing 1)efore them rather than placing your products 

 there without the benefit of information and advertising 

 such things. The people will continue to eat the small 

 amount of the frui+, as they are doing today, but the possi- 

 bilities for developing that line I note are to be brought out 

 in another talk here this afternoon. 



There are plenty of problems confronting the growers 

 here in the East, but no greater than the problems which 

 confronted those who faced the same conditions in the West 

 just a few years back. 



In looking over the development, in the study of market 

 conditions and the development of organization work, we 

 find it was only 11 years ago that the California Fruit Grow- 

 ers Exchange was organized. Since that time we have 

 noticed there has been a great increase in the number of 

 orange trees planted, and also in the consumption of oranges 

 in all parts of the United States. When that exchange be- 

 gan operation in California, the business was considered so 

 terribly on the toboggan that it was hopeless. In the 10 

 years of their existence they have increased the output of 

 oranges by 71 percent, during which period the population 

 of the country increased only 21 percent; but the people 

 who were producing oranges out there 10 years ago were 

 confident of the fact that the people of the country were 

 over supplied with oranges at that time. Nevertheless, 

 they have ])oomed and boosted their business until todaj" 

 there has been that great development and forward move 

 ment. 



In only five or six years time in the development of the 

 Florida Citrous Growers' Exchange, there has been a trans- 

 formation in the planting of orange trees in Florida until 

 today there is more than 100 percent increase, I am told, in 



