Suggestions for Increasing the Consumption of 
Citrus Fruits 
C. D. Kime, Orlando 
It is human nature for us to seize upon 
a mole-hill, if you will pardon the abuse 
of the simile., and declare it the “moun¬ 
tain” that bars our path to success and 
higher prices. But calmer consideration 
makes us see that it is the multiplicity of 
“mole-hills” in our way that causes the 
trouble. One we can label exorbitant 
freight rates, another production costs, 
another cost of raw materials and sup¬ 
plies, and yet another lack of advertising 
to create a demand for our product. All 
of them are important, all of them big 
problems but none of them are the insur¬ 
mountable obstacle we are prone to think 
them to be. 
Florida is no longer a collection of in¬ 
dividuals; it is a unity, a State. We are 
big enough to attack our problems to¬ 
gether. And what is more to the point 
we are so big in this year of 1921 that 
with the co-operation of the available 
agencies, there is not one of our prob¬ 
lems that cannot be solved. Let us for¬ 
get, for a few moments, ourselves, the 
individual, and think in terms of Florida 
the State. Let us attack our problems ac¬ 
cording to the old fable of the wagoner. 
This man was driving a very heavy load 
along a muddy way. At last he came to 
a part of the road so deep in mud his 
wagon mired to the hubs. Every pull 
of the horses sank it deeper and deeper. 
So the wagoner threw down his whip and 
knelt and prayed to “Hercules, the 
Strong,” “O, Hercules, help me in this, 
my hour of distress.” But Hercules ap¬ 
peared to him and said: “Tut, tut, man, 
don’t sprawl there. Get up, put your 
shoulder to the wheel.” 
Self help often comes along unexpected 
channels. I beg leave to submit for your 
approval and action the following propo¬ 
sition. 
FLORIDA ORANGE WEEK 
Let us have a real, big, full sized or¬ 
ange week , for the State of Florida. 
Let us plan this week to open our win¬ 
ter season of 1921-22. 
Let us usher in this week with a proc¬ 
lamation declaring the first annual “or¬ 
ange week” for the State of Florida, 
said proclamation to be duly signed and 
sealed by our Governor. Have this proc¬ 
lamation backed up by similar manifes¬ 
toes from the mayors of all towns within 
the State. Then let us secure the active 
co-operation of Chambers of Commerce, 
commercial bodies, newspapers, Rotari- 
ans, business houses, both local and State¬ 
wide, county commissioners, the Florida 
Citrus Exchange, fruit shipping compa- 
