28 BULLETIN 1237, U. S. DEPARTMENT OF AGRICULTURE. 
believed should be forwarded during that particular week for the best 
distribution of the total crop. On consultation with the district- 
exchange managers, shippers may be urged to increase or reduce their 
shipments, in order to distribute the shipments of each variety more 
satisfactorily over its full marketing period. 
In actual practice many other factors will influence shipments, 
such as weather conditions in California, the maturity of the fruit, the 
car supply, and available labor. Plans must be revised from week 
to week and from day to day, as the reports received from the 
markets show changes in the demand or in the supplies of competitive 
fruits. 
THE TRAFFIC DEPARTMENT. 
The traffic department of the exchange advises the shippers regard- 
ing shipping conditions, freight rates, routes, car supply, embargoes, 
and such other general matters as affect the transportation of their 
products. A statement of the best routes to various markets is sent 
to each association and these are revised as conditions change. The 
traffic department schedules each shipment for the information of the 
sales department, indicating on the manifest of each car the day on 
which it is due to arrive at its destination. 
During periods of car shortage, the traffic department takes active 
steps to insure their pro rata share of the available cars to the exchange 
shippers. This department checks all freight bills received from the 
railroads, and files a claim for the amount when an overcharge has 
been made. 
Claims for loss and damage to shipments en route arising from the 
negligence of the railroads are an important feature, forming 80 to 90 
per cent of all claims filed. Loss and damage claims have amounted 
to approximately $500,000 annually for the last five years. In 
perishable shipments, individual claims of this nature are relatively 
large and form a troublesome item. It is often difficult to fix responsi- 
bility for damage in transit, and a system of careful inspections at 
destination is required to protect the shipper. The policy of the 
exchange is to cooperate with the railroads to prevent claims and to 
present only such claims as are clearly justified. 
THE ADVERTISING DEPARTMENT. 
The apparent overproduction at the time the exchange was organ- 
ized was met (1) by better methods of distribution and (2) by the 
creation of dependable merchantable qualities in the product through 
the establishment of standard grades and improvement in handling 
practices. By 1907, annual shipments through the exchange had 
increased to over 6,000,000 boxes, and totaled over 10,500.000 boxes 
four years later. It was necessary that further steps be taken to 
enlarge the market for California citrus fruit. 
Advertising was begun in 1907 with an appropriation of $6,000 
for a newspaper campaign in Iowa. The results of this campaign 
were closely watched and all indications pointed to tin 4 possibility of 
greatly increasing consumption through advertising. An appropri- 
ation of $26,000 was made the following year, and some display 
material was used. 
The advertising appropriation has been increased to approximately 
$800,000 annually at, the present time, which is about 0.8 per cent 
of the delivered value of the fruit. The advertising campaign has 
