MARKETING 285 



throughout this vast territory. To do this, it maintains 

 seventy-seven district offices which are in touch with twenty- 

 five hundred jobbers. These jobbers in turn deal with three 

 hundred thousand retailers and these latter furnish California 

 oranges and lemons to one hundred twenty-five million con- 

 sumers in the United States and Canada, the return value of 

 whose products in the wholesale markets is between seventy- 

 five and one hundred million dollars. 



The organization furnished supplies to its members amount- 

 ing in one year to over six million dollars. It has purchased 

 a tract of timber lands aggregating more than forty-one 

 thousand acres, which will insure a supply of lumber for box 

 shocks sufficient for the next fifty years. It maintains an 

 advertising department which has made "Sunkist" a house- 

 hold word wherever oranges and lemons are bought. It has 

 organized a by-products company which extracts citric acid 

 and other valuable by-products from worthless lemons and 

 which is now devising ways of utilizing all fruit of good quality, 

 but inferior in appearance, in such manner that the growers 

 will receive a maximum return for the product. 



In addition to these, the traffic, legal, and field departments, 

 each in its own particular province, secure benefits to the 

 growers which they could not possibly obtain for themselves. 



400. Market information. The California Fruit Grow- 

 ers' Exchange maintains, as already indicated, seventy-seven 

 sales offices throughout the United States and Canada. 

 These agents must each day collect information and trans- 

 mit it to the central office in Los Angeles, and this office 

 in turn, on the basis of this information, directs the ship- 

 ment of its fruit. A specimen telegram from one of these 

 eastern points to the central office in Los Angeles will 

 illustrate the sort of information collected each day: "Ship 

 as soon as possible 60/126s, 120/150s, 120/176s, 40/200s, 

 40/216s, 20/250s, Martha Washington Valencias, $2.75. 

 Rather coarse quality, some very green S. A. 2938. Overdue 



