^7' ■^./ • ;■ 



April 13, 1922 



The Florists^ Review 



29 



higher, but it can be run with any 

 power. ' ' 



The Brecht Co., whose refrigerators 

 are well known by florists, makes, in 

 its factories at St. Louis, the Brecht 

 Crescent refrigerating machine. Thjs 

 machine is built in capacities of from 

 one to thirty tons and is of the anhy- 

 drous ammonia type. This machine is 

 extremely simple in construction and 

 combines complete accessibility with 

 high thermal and mechanical efficiency 

 and a low operating cost. 



A Sanitary machine is in operation at 

 the store of George F. Forber, at Dav- 

 enport, la. It is a %-ton machine and 

 is automatically regulated by a thermo- 

 stat within the box. Mr. Forber says: 

 "Before we used artificial refrigeration 

 our ice bill amounted, on an average, to 

 $70 per month. The cost to operate 

 the machine, considering wear and tear, 

 is approximately $20 per month, a sav- 

 ing of $50 monthly over ice. Therefore, 

 a machine of this kind, costing $1,600, 

 will pay for itself in about two years. 

 I believe that no florist who can af- 

 ford the initial investment required for 

 a machine should be without one." 



A machine of the ammonia type is 

 made by the Triumph Ice Machine Co., 

 at Cincinnati, which has offices in other 

 principal cities of Ohio. Many sizes and 

 styles are made. The company does a 

 large export business in addition to its 

 domestic trade, probably because of the 

 simplicity of the Triumph equipment 

 and the effort devoted to that field. 



The Arctic Junior is a small machine 

 of the ammonia type adapted to flower 

 stores, made by the Arctic Ice Machine 

 Co., at Canton, O. 



Another ammonia machine in 1-ton, 

 1%-ton, 2-ton and 3-ton sizes is made 

 by the Continental Machinery Co., Chi- 

 cago. This machine is made in a self- 

 contained unit which can be moved with 

 as much ease as an icebox. This is an 

 attraction to a florist who does not own 

 the building in which his store is lo- 

 cated and apprehends the possible neces- 

 sity of removing. 



There are still other makes of ice 

 machines, but in this survey are includ- 

 ed those best adapted for and most used 

 by florists. From among them a florist 

 in any locality can choose the type 

 which seems most suited to his partic- 

 ular needs. It has been the aim in this 

 article to point out the important facts 

 about the individual makes, without 

 recommending any, so that each florist 

 will have data to enable him to fit his 

 own requirements to best advantage. 



— *^^'°^^— 



GASSER'S ANNUAL EASTER SHOW. 



The magnificent range of the J. M. 

 Gasser Co., located on Woostor road, 

 over a mile from the car service of 

 Cleveland, C, was a solid mass of vis- 

 itors from morning till night. Palm 

 Sunday, when the annual Palm Sunday 

 show was held. It was estimated that 

 over 20,000 visitors were entertained. 

 This company is Cleveland 's pride. 

 There are sixty-eight acres devoted to 

 flower growing, including 342,000 square 

 feet of glass, 125,000 rose plants, 90,000 

 carnation plants, 150,000 French and 

 Dutch bulbs, 20,000 hydrangeas, 15,000 

 cyclamens, 25,000 lilies, 10,000 begonias, 

 3,000 orchids, 7,000 maidenhair ferns, 

 500,000 gladioli, 50,000 dahlias and 300,- 

 000 miscellaneous plants. 



The writer went through with the 

 crowd, which was a steady stream. Not 

 a flower was sold or anv order taken. 



Mi'Wi 



'^gslOl^erf/^^m 



"FU»oer»^~the uhly $u>e€t thinp God ntr 

 made and forgot to put a aomflnto." 



" The Soulful Expression of the Day" 



For "her" — mother, or wife or sweetheart — Easter cannot be 

 Easter without flowers. The beauty of the rose — the purity of 

 the lily — the daintiness of the orthia — the iragrance of the s-weet 

 pea — the wholesomeness of the violet, the fragrant appeal of the 

 carnation, or the lasting beauty of potted plants can be hers if you 

 place your order early. See your florist now and make your selection. 



Now is the time to beautify home and grounds with planting of 

 bulbs, flowering shrubs, trees, vines and perennials— wnat happier 

 thought for Easter Gifts. 



Buy Them — Give Them— Enjoy Them 



Your florist has made special preparations to serve you for this occasion. HLs 

 stock is plentiful, so that your selection is assured. But visit him early. 

 Rescr\e your Easter flowers now. It is not too soon. 



'^^ Place Your Order Sow and Be Sure of Firtt Selection 'iz£^ 



S|»dal PUnti f or Eutv 



KASTVt LILies 



FoltW, Faka, lUtnon Ca 

 Ho\«h(on Comty Bwcon flgtM Wm. C BAvnlilch BitaeM Flomr Sk* 



rwm ST CHURCH 7 UACON ST MT WAAREN ST UOCKTON. MUS 



StrandFlorW 



Ul COLUMBIA RD 



S.].Gaddu4 



Cto. F. AinoU 



. WINCHESTER. MASS 



J. W. Roian 



141 SUkMERST 



Janiten A KimAji Pi«rc«Bro«. 



ARLINGTON MAS^ **.. i*- 1. t.™. fc-™. 



M.._ ,H, utaltham. mass 



TIk Ivt Florkt Hall FlorM J. FulUr 



"?.1-.!!r^M^ TAUNTON. MASS FLOMST 



lUulbRck Florat *•'•■«• C«»r».l«nM -QJiJi f. tula" 



HAVRMM, ~AT1CR.MASS_ CfFAiRBANlU 



-Havw a H«M/* 

 -Crow 5iMiM ClmJ^ 



BrookUnd Ganlcvw 



\ limNC MOODY ,a .ir* 



Hart M. RobaMi « Ci>. Robert Rodden UlMdi-WrBta 



niwiua [I.T.. Naftk Ab«.«,OB 



J R Comky 



J W. Howard 



. S30 BROADWAY 



a wwmoior JO hwiimii.ti 



H Waldadnr Haity Spm) 4 Co. 



MtAINTREC. MASS 



2aH DOCJC SOUAAC 



C&MacNair 



2 a«OAD ST, 



WHTomkraon Ou. T. laadt; * Ca. Hanrr Barrowi JohnN.Warton F. Bmwar A. 'A. Pambroka 



aiMlNOTST 177 ADAMS ST. 104 HIGH ST RIADWC. MASS. TllA T«— i St Ifa* fc..! f lit ■ i 



_™ y -^. J _ qu— c HUB ^^^^^^^^ ^^^^ ■_.!..«•■• ^ '**;i'_"*T.^! — ^-gMUT *. '^.— 



OUALITT nasT •• E^ird F. NarWrf mn WKm msai a WTMAKS '-„'.il. Siknan, Fkiriit ,^ r^-: rV"-. 



Forty-one Firms of Boston and ViciDlty Combined in This Page Advertisement. 



It is purely a means on the part of the 

 management to educate the public to 

 appreciate flowers and plants. The 

 whole place was one solid mass of 

 blooms and thousands of plants ready 

 for the Easter trade. Easter lilies, hy- 

 drangeas, carnations and roses were 

 simply excellent. 



Fred C. \V. Brown, the manager of 

 the immense institution, has everything 

 well in hand and every member of the 

 organization is ready for the big work. 

 E. Emsley, the superintendent of the 

 growing end at the greenhouses, is de- 

 .serving of great credit. 



It would seem almost impossible to 

 move such a tremendous amount of 

 stock in a week. Tlie Gasser trucks 

 will be augmented by a fleet of out- 

 side trucks and Saturday and Sunday, 

 just preceding Easter, the firm uses 

 about fifty taxicabs. 



The writer left tliis magnificent dis- 

 play on Wooster road and walked the 

 mile to the car. The road was one 

 steady flow of cars and the sidewalks 

 were full of people, all headed for the 

 Easter show. Why do not other Cleve- 

 land growers follow the example of the 

 J. M. Gasser Co.? A. T. F. 



be heard, particularly in the daily news- 

 papers. Few florists have the means 

 to buy space on such a scale, however. 

 For this reason cooperative advertise- 

 ments are rather popular in this trade. 

 A good one appeared in the Boston Sun- 

 day Herald, April 9, in which forty- 

 one florists of Boston and vicinity were 

 represented. The reproduction on this 

 page shows the advertisement and gives 

 the names of the firms participating. 



In the Boston Herald of the same 

 date Penn the Florist used a quar- 

 ter page in the rotogravure section to 

 advertise "Flowers for Easter," pic- 

 turing the various items available for 

 the occasion and giving their prices. It 

 was a most effective advertisement. 



BOSTON'S EASTER ADS. 



Nowadays, when advertising appro- 

 priations are so large, one almost has 

 to use a page advertisement if he would 



DUTY ON IMMORTELLES. 



Last week the board of general ap- 

 praisers at the port of New York sus- 

 tained a protest of M. Goldfarb, cover- 

 ing immortelles dried and dyed, which 

 had been returned for duty at sixty per 

 cent ad valorem, under paragraph 347 

 of the present tariff law. Mr. Goldfarb 

 claimed that the merchandise should 

 have been returned as cut flowers, pre- 

 served, by similitude, at twenty-five per 

 cent ad valorem under paragraph 210, 

 following treasury decision 36,390. The 

 claim of the importer was sustained and 

 the decision of the collector modified to 

 allow the lower rate of duty to be paid. 



