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JcNii 22, 1922 



The Florists^ Review 



29 



Complete Plan of the Range of the St. Louis Rose Co., of Which Two Houses Are Now in Course of Erection. 



area there per acre is mucli smaller 

 than it is in this country. 



Robert Kift, of Philadelphia, and B. 

 Katzwinkle, of Mendota, 111., were pres- 

 ent and made pleasing remarks regard- 

 ing the organization. 



The entertainment committee, com- 

 posed of Peter Pearson, Rudolph Ells- 

 worth and Andrew Benson, received 

 commendation for the entertainment 

 provided for the evening. Eddie Kava- 

 nah, Hamilton Walton, of the Orpheum 

 circuit, and Eddie Mclntyre were 

 engaged and produced much merriment 

 for the audience. Eddie Kavanah sang 

 a number of new selections. Hamilton 

 Walton mimicked a conversation be- 

 tween an Irishman and a Chinaman 

 when the former attempted to get his 

 laundry from the latter. Mr. Walton 

 introduced many other stunts in mini 

 icry, some of them quite difficult. Ed- 

 die Mclntyre appeared in "Drafted.'' 

 Dancing was enjoyed till late in the 

 evening. 



MEETING A MARKET'S NEEDS. 



Corporate Enterprise Extends Field. 



The era of corporate enterprises hn> 

 added a new aspect to production and 

 selling in this trade as well as in others. 

 Today, those who do business with a 

 larger vision are not content merely 

 in finding a market for what they have 

 to sell; they find what the market 

 wants and then proceed to get it to 

 sell. Instances of this in the florists' 

 trade are not so generally known as are 

 those in other fields, since writers in 

 the popular magazines cite the latter, 

 while few, even in the trade, are aware 

 of the former. But the case might be 

 mentioned of a large wholesale firm in 

 one of the principal markets, which 

 found its supply of roses ample, but its 

 consignors of carnations too few; so a 

 carnation range within a few hours' 

 train ride of the market was bought, 

 so that its output would be available 

 to the firm. Another case might be 



cited, too, of a wholesale house, in an- 

 other city, which found itself in a simi- 

 lar condition and which, when none of 

 its rose consignors was willing to put 

 even part of his houses into carnations, 

 bought a range devoted to roses and 

 then changed its crop to carnations. 



Most Becent Instance. 



More recent than either of the pre- 

 ceding is the case of the St. Louis 

 Wholesale Cut Flower Co. This com- 

 pany has been expanding rapidly in St. 

 Louis since its organization a few years 

 ago. It first received particular atten- 

 tion when, in 1919, finding the building 

 then occupied too small for its busi- 

 ness, the company purchased property 

 two doors east and erected its own 

 building, one of the best adapted to 

 the florists' business in the west. Con- 

 tinuing expansion, in 1920 the men con- 

 nected with the company purchased a 

 range of glass consisting of more than 

 40,000 feet, on five acres of land, which 

 is devoted entirely to potted plants, a 

 much desired addition to the cut flowers 

 which were received from consignors. 



In January of this year the company- 

 came to the conclusion that, in order to 

 handle its local and shipping trade 

 properly, a larger supply of roses was 

 needed. In the St. Louis district this 

 item of stock has never been given 

 glass area proportionate to the demand. 

 So the directors of the company de- 

 cided to build a large range devoted en- 

 tirely to roses. 



After several months spent in in- 

 specting possible locations, one that was 

 thought among the most ideal was 

 found at Larimore Station, on the Bur- 

 lington railroad. The St. Louis Rose 

 Co. was formed, and its first act was 

 to purchase twenty-three acres of land 

 at Larimore. The officers and directors 

 of the new company are as follows: 

 President, Louis A. Hoerr; vice-presi- 

 dent, David S. Geddis; secretary and 

 treasurer, Roland M. Hoerr; directors, 

 S. H. Campbell and Paul Hranicka. 



After the company was organized 

 and the land secured, M. C. Wright, 

 head of the western organization of the 

 Lord & Burnham Co., was invited to 

 come down from Chicago to visit the 

 property and prepare plans for a mod- 

 ern rose range. "The contract was soon 

 !jigned and two houses, each sixty feet 

 seven inches wide and 400 feet long, 

 are expected to be completed and 

 ])lanted by July, so that the roses will 

 be ready to supply next season's trade. 

 As may be seen from the accompanying 

 illustration, the plan is to include in 

 the range six houses of the size men- 

 tioned. The two middle houses are be- 

 ing put up now, and it is expected that 

 two houses will be added at a time, one 

 on each size of the first pair. In this ^ 

 way a balanced lay-out will be pre- 

 served, making for economy in handling 

 and heating. The range is to be com- 

 posed of six houses of Lord & Burn- 

 ham 's most modern type of style and 

 construction. When they are completed 

 the supply of roses in the St. Louis 

 market will be enlarged and the ability 

 of the St. Louis Wholesale Cut Flower 

 C;o. to meet its customers' requirements 

 will be enhanced. 



SCRANTON, PA., CLUB TBA^VELS. 



To Bloomsburg for Meeting. 



The florists of Bloomsburg, Pa., and 

 vicinity, including Charles H. Dillon, A, 

 Underwood, J. C. Stradling and E. J. 

 LeDuc, invited the Scranton Florists' 

 Club to Bloomsburg for an outing and 

 field day June 14, at the Bloomsburg 

 Country Club. The club gladly ac- 

 cepted this kind invitation and sixty 

 motored or entrained to this, one of the 

 most delightful spots on the face of the 

 earth. William MacDonald, who haS 

 traveled extensively over our countrj, 

 including the far west, says he has 

 failed to find any view surpassing that 

 from the Bloomsburg Country Club. 

 The writer calls to mind the view from 



