132 
FLORIDA STATE HORTICULTURAL SOCIETY 
tions were prepared to which the follow¬ 
ing is a summary of the answers. 
Average price necessary for the pure 
juice drink in large glasses will be eleven 
cents with war tax included. 
With the exception of those stores hav¬ 
ing a rush period it is better to extract 
the juice separately for each order in 
sight of the consumer. 
With two exceptions (one at Tampa 
and another at Mt. Dora), no attempt 
has been made to advertise pure juice 
drinks on an extensive scale. These two 
stores have had wonderful results. 
The demand for so-called orange 
drinks has been great or small in propor¬ 
tion to the attempt made to push the pure 
juice. In other words, where the pure 
drink has been pushed, the demand for 
artificially prepared stuff has materially 
lessened and disappeared entirely. 
The motor-driven juice extractors have 
proven very satisfactory in those stands 
where the rush hour is not heavy and yet 
of sufficient volume to create a need for 
a faster method than the glass hand press. 
The glass hand press has been satisfac¬ 
tory in small towns having good trades 
but no rush hours of any volume. 
In those stands having heavy rush 
hours, the electric driven extractor seems 
to be too slow. These places need a re¬ 
serve supply of juice from which to draw. 
In the larger towns a delivery service of 
the fresh juice, to such stands may be ad¬ 
visable, though the California result of 
eleven seconds per glass certainly de¬ 
serves consideration. 
One stand from Tampa reports that 
they have had wonderful success with 
the motor-driven extractor, paying for 
their machine in less than a month of ac¬ 
tual use. Their price for an exceptionally 
well prepared product is fifteen cents. 
While many of the men feel that forty 
to fifty dollars is too high a price for a 
machine for juice-extracting purposes, 
not a one was found who was not deeply 
interested in the juice business and who 
was not heartily in favor of pushing in¬ 
creased consumption campaigns. 
Sources of fruit supply varied accord¬ 
ing to locality. This means that in larger 
towns fluctuations in price are to be ex¬ 
pected, depending on distance from pack¬ 
ing houses, available groves, etc. One 
man with a nearby source of supply esti¬ 
mated total cost of drink including over¬ 
head, at four and one half cents per glass. 
The method of squeezing juice out in 
advance and holding same in large glass 
containers has been tried repeatedly and 
invariably brought poor results and fail¬ 
ure of the attempt in the end. 
With the exceptions mentioned above 
the only attempt to advertise orange 
drinks have been by local editorials in 
the press and by the Florida Citrus Ex¬ 
change. There is no question that these 
attempts, small as they have been, have 
brought results. 
With one store in a small town, esti¬ 
mating a box and a half daily average for 
a four-months season, a very conservative 
estimate will give us a total consumption 
throughout South Florida of close to 400 
cars of fruit, in drinks alone, to say noth¬ 
ing of the advertising value of such work 
and the. additional fruit that will be sold 
to tourists for home consumption. 
The thoughts left with you herein are 
not new. They have been advanced be- 
