anaheim-gazette 1939-10-26

Anaheim, Calif., Oct. 26, 1939 CAL-JUICES Every citrus grower wishes to feel that he is affiliated that takes progress in its stride — not wildly new thing which comes along, but after calm considerative action on what seems good. For 33 years the Distributors has grown with the citrus industry itself its services to meet new demands of efficient grower can best be served by change, then that markets are developed as production demands, new added when — but only when — needed. Every packing association of the Mutual Orange Dist Distributors has grown with the citrus industry its services to meet new demands of efficient grower can best be served by change, then that markets are developed as production demands, new added when — but only when — needed. Every packing association of the Mutual Orange Dist of this same combination of STABILITY and PROGRE modern, and the workers are skilled. Managers experienced men who know how to pack out "consisted in the markets. Directors are representatives of the growers who characterize the California citrus ind Our Field Represent Mutu ANAHEIM GAZETTE Cal-Juices, Inc., less than two years of age, has taken its place as one of the vital factors in the life of Anaheim because of the important place it occupies in the citrus industry. It occupies a large building on North Olive street and employs a large staff of workmen steadily. President of the board of directors this year is J. W. Crill of Garden Grove, and the general manager is Harry W. Pierce. Cal-Juices, Inc., produces Real Gold-pure orange juice, Real Gold orange and lemon concentrates, Lark dairy orange, and numbers of other products. The plant was in the beginning, planned for canning pure orange-juice only, but later it developed that there was a heavier demand for and more profit in the concentrates; so this activity became the major factor. The concentrates are of various strengths, ranging from 5 to 1 up to 50 to 1. The concentrates may be made early in the season, since the fruit must reach its maximum sweetness before the pure juice should be canned. The market for concentrates does not open, however until several months after the product has been manufactured so the distribution of one season's run of concentrate does not actually take place until about the beginning of the following season. The pure juice market is somewhat different inasmuch as pure juice is consumed 12 months out of the year. So popular was Real Gold orange juice, the brand name... Above is shown the front of the new plant of Cal-Juices, Inc., constructed last year at a cost of approximately $250,000, located at 1460 North Olive street, Anaheim. The building at the left houses the main offices of the Mutual Orange Distributors at Redlands. The Mutual Orange Distributors is the parent organization of Cal-Juices, Inc., and it is from this office that most of the affairs of the MOD are carried on, including direction of sales activities for Cal-Juices. Cal-Juices, Inc., produces Real Gold pure orange juice, Real Gold orange and lemon concentrates, Lark dairy orange, and numbers of other products. The cooperative is grower-owned and grower-operated. Its products were sold in 32 states and four foreign markets last year, with the five leading markets in volume being Illinois, Missouri, New York, California and France. Mutual Orange Distributors, of which Cal-Juices, Inc., is a subsidiary, was organized in 1906 as a cooperative Citrus marketing organization, and for 33 years has been one of the vital and constructive factors in the California citrus industry. From a few nouses in the Redlands district—and its number one house, the Redlands Mutual Orange association, is still an active member—the organization has grown slowly but firmly into every major producing district of California and Arizona. Its sales network now covers the world with 153 agents and special representatives in the United States and with its sales connections in the British Isles, on the European continent, and throughout the Orient and Far East. ABILITY and PROGRESS At he is affiliated with an organization — not wildly grasping at each later calm consideration, taking defor 33 years the Mutual Orange business itself, always extends of efficient distribution. If the change then that change is made; new demands, new departments are needed. Mutual Orange Distributors is a model to market effectively today, a sales cothe largest cities alone but must spread markets, and throughout the world. Reaveloped a sales force of more than 175 of the world, actively engaged in selling and grapefruit to the best advantage for Mutual Orange Distributors has the deenough to provide for its member-groand at the same time small enough to and to maintain the feeling of unity Representative Can Tell You Advantage of Me Mutual Orange Distributors [A CALIFORNIA COOPERATIVE] BRUCE McDANIEL, General Manager REDLANDS, CALIFORNIA Juices, Inc., is Vital to Anaheim As Important Part of Citrus Industry department, and, when the sales department uncovers a potential market for an item, the lant management endeavors to prepare a product and a package that will fit that market. The small, consumer's package of concentrate is an example. It was an eight-ounce package which makes 48 ounces of orangeade. It is proving very popular and is finding a ready market. Realizing that it is one thing to create a market for a product and another thing to retain that market in face of competition, the plant management stresses high quality and quality uniformity in its operations; for only by giving the public consistent quality can the markets uncovered by the sales department be retained permanently. Much credit in this connection must be given to Charley Simons, chief chemist. Another feature, according to Manager Pierce, is the fact that the canned products do not enter direct competition with fresh fruit. When the plant is running at full capacity, which is only for a few months in the year, around 100 persons are employed. Most of these are growers affiliated with the Mutual Orange Distributors, or members of growers' families. A ready market was found immediately for the cow and poultry feeds made from the pulp and rinds of the fruit. Experiments are underway to find a use for the relatively small quantities of dust removed from the feed after it leaves the dehydrator and is transferred to the sacking room. Squatters Occupied Garden Grove Area The Stearns Rancho company owned thousands of acres of land here in the early days, its property extending from the mountains to the sea. Squatters Occupied Garden Grove Area The Stearns Rancho company owned thousands of acres of land here in the early days, its property extending from the mountains to the sea. An area lying between Garden Grove and the ocean was known as Gospel Swamp, being densely wooded with willows. A class of people known as "squatters" took up a large area there. In the eighties the late Robert Northam came here from San Francisco as agent for the company. One of his duties was to dispossess the squatters and for several years he had a tough job on his hands. He finally cleared out the gang and the vast greeage was subdivided and sold to non-fide settlers. Normally about 1,500,000 persons are employed by the railroads in the United States. Progress Today, a sales concern must not concentrate on but must spread its distribution into secondary markets around the world. Realizing this, the MOD has demore than 175 direct representatives in all parts engaged in selling PURE GOLD oranges, lemons, best advantage for its growers. Authors have the distinct advantage of being large members-growers a complete selling service; small enough to eliminate duplication of effort,eling of unity among the growers; packing as- engaged in selling PURE GOLD oranges, lemons test advantage for its growers. utors has the distinct advantage of being large its member-growers a complete selling service; small enough to eliminate duplication of effort, eling of unity among the growers; packing asing organizations which is essential to the sucnterprise. the Grower" is the basis of all its operations and ss. age of Membership mutual orange distributors CALIFORNIA PURE GOLD