FLORIDA STATE HORTICULTURAL SOCIETY 
131 
This “See-It-Made” way of serving 
pure fresh juice is the method they are 
urging for eastern fountains this year. 
The work is in charge of a Fresh Fruits 
Drink Department. It takes by this 
method only eleven seconds to prepare 
the fresh drink, brimful of ice and sweet¬ 
ened with pure sugar. The price has been 
raised from five, to ten cents and the size 
of the glass increased from six to ten 
ounces. Their reports indicate that busi¬ 
ness under the new method will be both 
popular and profitable. 
That they are alive to the gravity of 
the situation in this western State, the 
following editorial from the California 
Citrograph will show. 
“Orange drinks have appeared by the 
hundreds since prohibition. Either the 
public has developed a tremendous thirst 
for orange colored concoctions or the 
bottlers think they have. Unfortunately 
many of the preparations contain no or¬ 
ange juice and are lacking in organic salts 
and acids and the. vitamines which give 
the great health value to citrus fruits. In 
most instances they are made of sweet¬ 
ened carbonated water, flavored with oil 
extracts from orange peel, artificially col¬ 
ored and combined with a base of citric 
acid. It has recently come to the atten¬ 
tion of the Bureau of Chemistry that in 
some instances mothers, misled by the la¬ 
bels, are feeding these Take’ orange 
drinks to infants under the impression 
they were giving orange juice as recom¬ 
mended by physicians. The best way,' 
says the Literary Digest, ‘is to buy the 
fruit and squeeze out the juice.’ ” 
In California the employees, salesmen 
and growers are urged to order orange¬ 
ade or lemonade and insist on getting a 
drink from the fresh fruit. For if you 
will allow another quotation: “It 
does not take a majority to establish a 
preference. Any merchant knows that 
only a few of his customers specify 
brands. The others don’t specify any¬ 
thing. So he carries the goods preferred 
by the discriminating few with the assur¬ 
ance that these goods will satisfy the less 
particular.” 
The very life of our industry in Flor¬ 
ida depends on increased consumption of 
fruit at a profitable price. Demanding 
limeades and orangeades is a sure way to 
increase fruit consumption enormously in 
our own State. 
The California product is advertised 
tremendously. Every point is stressed 
and dwelt upon. Its defects are declared 
to be virtues. Even the thick skin is held 
up to the buying public as a virtue. Why ? 
Because it will easily peel. California 
does not hesitate to advertise “Sunkist” 
orange juice. They push it not only 
throughout the East but also at home. 
Yet we all know that the Florida product 
is without a rival in the quantity and fla¬ 
vor of the juice it contains. The. Florida 
orange is literally bursting with the de¬ 
licious fluid, so full indeed, that it cannot 
be cut without overflowing. Drinking 
the juice is a privilege, an aid to health 
for the invalid, a tonic for the weak, and 
a pleasure, and delight for the robust and 
healthy. 
In order to forecast more accurately 
the results of an “orange week” repre¬ 
sentative soft drink dispensers were vis¬ 
ited in person from Tampa to Daytona 
and down the East Coast. A list of ques- 
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