130 
FLORIDA STATE HORTICULTURAL SOCIETY 
nies, independent growers and shippers, 
hotel men, drug stores and soft drink dis¬ 
pensaries, Women’s Clubs, schools, rail¬ 
road development departments, and last 
but not least, and most important of all, 
the hearty support of every Floridian. A 
true Floridian is always with us on any 
proposition for the good of the State. 
OBJECT OF ORANGE WEEK 
First, to increase our knowledge con¬ 
cerning the use of citrus fruits at home. 
Second, to increase the consumption of 
fruit and juice throughout the whole 
State during the shipping season. 
HOW TO ACCOMPLISH THESE OBJECTS 
These objects to be accomplished by 
publicity through the press; by plac¬ 
ing of suitably colored advertising post¬ 
ers and designs in store windows, drug 
stores and fountains, in restaurants, and 
on sign boards; by using orange designs 
on letter heads, and special stamps de¬ 
signed to advertise orange uses. These 
posters should all illustrate the uses of 
orange juice, orange recipes, and the 
healthfulness of the juice as a drink. 
Let each town have an orange festival, 
with an orange “float” parade, orange 
week dances, orange week dinners by va¬ 
rious organizations and in the private 
home use the fruit daily. 
As the movement grows, and it is 
bound to grow, let us plan for an orange 
show week, and usher in the “king of 
fruits ” with a pageant, making “orange 
week,” a real event of each year. 
RESULTS THAT CAN BE ACCOMPLISHED 
Let us forecast for a moment what we 
may expect in the way of results from our 
efforts. During the winter our northern 
friends visit with us to enjoy our climate. 
The population of the larger towns of 
the State will show an increase of from 
five to forty thousand. It is not too 
much to say that for three months out 
of the year we have an increase of popula¬ 
tion in Florida of 100,000 people. In the 
land where fruit is produced by the mil¬ 
lions of boxes each season, these poten¬ 
tial consumers are actually denied the 
privilege of drinking orange juice. Good 
ripe fruit is secured with difficulty. Culls 
and drops are common. Here where 
fruit is plentiful these potential adver¬ 
tisers are neglected or are overcharged 
for a poor quality product. 
At our drug stores and soda fountains 
the fresh juice is rarely to be had. We 
are neglecting an active demand amount¬ 
ing to thousands of boxes annually, that 
is already at hand. We are neglecting the 
development of a greater demand among 
the thousands that through habit or lack 
of interest are now drinking the poorer 
syrup and acid concoctions that have lit¬ 
erally taken our market by storm. 
We are not alone in this position, as 
from the pages of the “California Cit- 
rograph,” we learn that the Fruit Grow¬ 
ers Exchange of that State is adopting 
the “See-It-Made” plan. They have in¬ 
stalled electric juice extractors in their 
experimental stands and instead of selling 
orange and lemon juice from large glass 
coolers the new way is to extract the juice 
from each orange in full view of the cus¬ 
tomer after he has ordered. 
