COOPERATIVE CITRUS-FRUIT MARKETING AGENCY. 29 
centered around the "Sunkist" trade-mark of the exchange. Color 
advertisements stressing the delicious and healthful qualities of Sun- 
kist oranges , and the varied uses of Sunkist lemons appear regularly 
in prominent, magazines. 
All the chief mediums of advertising are employed in varying degrees, 
as seems best to accomplish the objectives of the exchange, (1) to 
increase the total consumption of oranges and lemons; (2) to stimu- 
late a consumer and trade preference for the Sunkist brand of oranges 
and lemons; and (3) to reduce the cost of distribution by promoting 
with the trade, better displays, more rapid turnover of supplies, rea- 
sonable margins, and better merchandising generally. 
• Magazines, newpapers, posters, street-car advertising, and display 
material are used throughout the year to broadcast reasons and 
reminders for the greater use of oranges and lemons. Personal work 
is carried on with the retailers to enlist their cooperation and to supple- 
ment the general advertising program. 
Personal contact with the retailer is made through " dealer service 
men 1 ' who call on retail grocers and fruit stores, distribute advertis- 
ing matter and arrange displays of their fruit. These men cooperate 
with the retailers in promoting special sales in various cities. The 
"dealer service" activities of the exchange are based on a careful 
study of methods of retailing citrus fruit on a gross margin not exceed- 
ing 25 per cent. The retailers are shown that a reasonable margin of 
rMxfit on each transaction has a stimulating effect upon sales, and 
results in increasing their total net profits through volume combined 
with rapid turnover. 
THE FIELD DEPARTMENT. 
The field department of the exchange is organized principally for 
the purpose of handling problems that arise in the production and 
harvesting and packing of the fruit. The work of the department 
is carried on under four bureaus, the first of which is concerned with 
the improvement of handling practices and maintenance of the 
standard of the "Sunkist" and "Red Ball" grades. 1S (See also appen- 
dix: Grade Specifications, p. 64.) 
The "Sunkist" and "Red Ball" trade-marks are the property of 
the exchange; therefore the central organization is able to specify 
that only fruit of a certain quality can be shipped under these trade- 
marks. This standard is maintained by a force of inspectors under 
the direction of the field manager. The policy of the field depart- 
ment is to cooperate in all instances with the association managers, 
because with their cooperation grade standards can be maintained 
without much difficulty. During the shipping season, inspectors of 
the field department visit each exchange packing house practically 
every day. 
In brief, the primary work of the field department is the improve- 
ment of all practices related to the harvesting, grading, and packing 
of the fruit with a view to giving the trade and consumers standard- 
ized, dependable products. 
The field department also maintains a pest-control bureau and a 
research laboratory. The research laboratory investigates citrus by- 
products and by-product processes and machinery believed to be of 
value. 
18 " Red Ball " is a trade-mark used on the "choice ' grades of oranges and lemons, while " Sunkist ' ' 
can be used only for "extra choice " or higher grades. 
