The Texas Mesquiter. (Mesquite, Tex.), Vol. 58, No. 11, Ed. 1 Friday, August 11, 1939 Page: 4 of 10
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FRIDAY, AUGUST 11, 1939
THE TEXAS MESQUITER, MESQUITE, TEXAS
MODEL CW-279
A TOUCH Of rOUK FINGER AND
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Onyi Plastic «t f 14.95.
Tfcere It « (nenei tmr Ivtry
firpese aid Irery ferae.
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Summer's Garage
Phone :t - Mraquitr
Mrs. Alice Snyder, Charlie Snyder,
Sam Rutherford, took M. C. Snyder
to Mineral Wells Sunday. Mr.
Snyder will stay in the "Health
City" for two weeks.
Texas Needs More
Plants Like This
Mesquite Lockers
Cities and towns over the nation
are becoming more interested in
electric refrigeration. The Texas
Weekly of July 29 carried two full
' pages boasting food refrigeration
plants, particularly the Mesquite
' Frosted Food Lockers, as community
enterprises of importance. The
article, writ en by Booth Mooney,
follows:
I'KX \S N HI)Its MOItK PLANTS
1,1 h K THIS
The Quick-Frozen food business
I is not yet ten years old, and most of
j its growth has come about during
the last five years. The amount of
i frozen food packed and sold in 1934
j totaled barely 10.000,000 pounds.
I Last year the quick-frozen food pack
was estimated to be no less than
! 145,000.000 pounds, perhaps as
j much as 250,000,000 pounds, o f
i vegetables, fruit, fish, meat and
j poultry. That Is growth on an exctt-
I ing scale. And this growth means
I not only that a tremendously im-
I portant new Industry has come Into
• existence in the United States but
I also that millions of individuals are
i experiencing the healthful pleasure
of eating "fresher than fresh" foods
! throughout the year.
An offshoot of tnis industry has
reached Into Texas, although not ex-
tensively as yet. There are no more
than half a dozen quick-freeze
plants in this State, and they exist
not to produce branded foods for re-
tail sale but to provide quick-freeze
service to the general public. There
will be more of these plants. One
of the few present plants in Texas
is located at Mesquite, in Dallas
County, and the establishment
, known as Mesquite Frosted Food
Lockers provides convincing that
there is a wide field in the State
for this new service industry. Mes-
qulte's population stands only a lit-
tle above one thousand and Mes-
quite Frosted Food Lockers has
I been open only two months—but al-
ready it seems likely that the estab-
lishment's locker facilities will have
! to be enlarged before long. And
, the point Is that the same thing
j can be done in other Texas towns
that has been done in Mesquite.
Frozen foods are something new,
I having been generally introduced
only during the last decade. In the
national field are seVeral Important
concerns, which operate on a big
scale—buying, processing, quick-
freezing. packaging, and distributing
under brand names everything from
orange juice and spinach to frylng-
size poultry and lamb chops. The
business of these firms is a story In
itself, but it is not the story with
which we are concerned here. The
story here is of the way the quick-
freeze process can help the people of
Texas, farmers and townspeople
alike, to have fresh foods of a 1 1
kinds available throughout the en-
tire year. And not at Extra Fancy
prices, either.
In the first place, let it be thor-
oughly understood that quick-frozen
foods are not "cold-storage" foods.
J The two are about as different as
cco/ the attic and
yea ctol
the utkvie
Uqum!
St
Attic
Ventilation
A quiet fan out of the way in the attic
draws muggy, heat-filled air out of the
entire house; replacing it with fresh
Spring Iflden air. This effective venti-
lating system makes the whole house
livable . . . summer living becomes as
pleasant as a Spring day.
See f«r ll+ctrkml Oe«l*r «r Ceifratter
for Oefailt /Ikeit AM* Veeflfetfee
TEXAS POWER It L I • H T COMPANY
can be. Quick-frozen foods lose none
of the consistency and flavor that i-*
theirs when they are fresh; they
■ire neither leathery nor tanteless, as
cold-storage foods so often are. If
the meat or venetable or fruit was
fresh and good at the time it was
quick-frozen, then it will be fresh
and good when it Is taken out of
the refrigeration plant for consump-
tion after a period of weeks or
months. Quick-froezinK preserves
the natural flavor of the foods be-
cause it really Is quick. Speod in
freezing is imperative to prevent
the formation of large ice crystals,
which tend to form in slow freezing
and which break down the walls
of the food cells, allowiug the nat-
ural juices to leak out when the
product Is thawed. If the freezing
process is quick enough, the crystals
are kept small and harmless. Anoth-
er reason for speed In freezing Is
that it keeps foods from drying dur-
ing slow cold-storage freezing. No
especially sensitive taste is needed
to detect cold-storage food; but
quick-frozen food often seems fresh-
er than the so-called "fresh" foods
obtained at the grocery.
The plant of Mesquite Frosted
Food Lockers is not, then, merely a
commercial cold-storage plant. It Is,
on the contrary, a complete food-
handling establishment, where the
people of Mesquite and surrounding
territory can hav*e meat, fish, poul-
try, fruit, berries, and vegetables
processed, quick-frozen, and stored
safety for future use. The plan was
constructed at a cost of $20,000. It
is said to be one of the most modern
establishments of its kind west of
the Mississippi River.
The service offered by Mesquite
Frosted Food Lockers is complete
in every sense of the world. Suppose
a patron of the business has butch-
ered a beef which he wants stored
in his own locker or lockers in the
Mesquite plant. The procedure fol-
lowed would be something like this:
When the carcass is delivered to the
plant, it Is placed in the chill room,
In which the temperature is held at
approximately thirty-five degrees
Fahrenheit. The meat remains In the
chill room until the animal heat has
been completely removed, after
which it is shifted to the aging
room, where the temperature is
about the same as that of the chill
room. Proper ageing is very import-
ant for beef, and the meat is left in
the ageing room for eight days or
longer. It is then moved to the pro-
cessing room. The patron tells the
butcher how he wants the meat cut,
the size of roast, thickness of steaks,
and so on. The various cuts are
wrapped in special moisture-proof
paper, and each package Is labeled
and marked with the customer's
locker number. And then the meat
Is ready for quick-freezing.
The wrapped packages are placed
in the freezing room. In which the
temperature stands at approximate-
ly twenty degrees below zero. The
air in the freezer is changed ten
times every minute by fans. After
three hours, the time required for
freezing In the Mesquite plant, the
packages of meat are achingly cold
and as hard as so many bricks.
They are placed in the customer's
locker or lockers in the locker
room, which is lined overhead with
coils through which ammonia cir-
culates constantly, keeping the
temperature of the room between
zero and five degrees above zero.
The meat Is ready for use at any
time; the owner goes to the plant
and gets It as he needs it.
This same general procedure Is
followed in the case of other foods.
And fish, or fowl, meat or vegeta
ble. frnit or berry, the quick-frozen
foods retain their flavor and consis-
tency for months and are as fresh
when taken out and prepared for
consumption as they were when
brought to the plant.
Mesquite Frosted Food Lockers Is
locally owned, a community enter-
prise. It was established as a direct
result of the plans and work of the
Business Men's Luncheon Club of
Mesquite, members of which had
heard the Dallas County agricultural
agent explain the advantages and
possibilities of sach a business.
Fifty citizens of Mesquite, includ-
ing virtually all of the town's busi-
ness men, organized a stock com-
pany to construct the plant. N. E.
Bhands, president of the First Na-
tional Rank, heads the company,
and G. R. Porter, Mesquite druRgist,
Is secretary-treasurer. F. M. Mc-
Whorter la manager of the estab-
lishment. Mr. McWhorter visited a
number of food refrigeration plants
In various cities of the Southwest be-
fore construction of the Mesquite
plant was undertaken, and the
most modern Improvements were in-
corporated in Mesquite Frosted
Food I^ockers. The plant was built
by the Central Engineering & Sup-
ply Company of Dallas The hand-
some building In which It Is housed
was constructed for this particular
purpose.
Formal opening of Mesquite
Frosted Food Lockers was held
• June 1st, not quite two months ago.
. The cytp^ri"-U'-'e of those two months
1 has shown that the plant is filling a
real need. Its future seems assured,
and already there Is talk of ex-
panding its facilities. The locker
I room contains 300 lockers at pres-
ent. but there Is space for 110 more
: lockers, and, according to Mr.
McWhorter, the additional lockers
probably will be installed before
I long. Not only are farmers and
produce growers of the Mesquite
territory rapidly becoming acquaint-
ed with the new service available
to them, but also many townspeople, |
residents of Mesquite and of near-
by Dallas, are taking advantage of
that service. The major part of the
firm's business to date has been in
the season for full advantage to be
taken of this year's vegetable crop.
But Manager McWhorter expects
that fruits and vegetables will furn-
ish much business next Spring.
In addition to its locker service.
Mesquite Frosted Food Lockers
maintains a retail department with
a display counter for frozen foods. [
serving as an outlet for the branded
products of one of the leading
companies In this field. So far as
actual sales are concerned, this divi-
sion Is of minor importance, but Its
maintenance is considered worth-
while from the standpoint of demon-
strating the extent and possibilities
of the frozen food business.
Refrigerated locker plants of this
kind were practically unkown as
recently as four or five years ago.
but today there are several thous-
and such plants operating in at
least thirty-six States. Texas' first
plant equipped for complete service
was opened In Corslcana last Oct-
ober, and since then several other
plants have been established. But
there ought to be many more of
these establishments in Texas, and
there undoubtedly will be in a n y
more. The value of such an enter-
prise to a community Is many-sided.
It enables the people of the com-
munity to effect substantial savings
in their annual food bills and at the
same time helps them to live better.
Home-grown meat, fruit, berries,
and vegetables can be utilized to the
fullest extent, and the resident of
a town or city, as well as the far-
mer, can save money by making
purchases In bulk quantity from
growers or dealers. Reports based on
• governmental records of per capita
consumption of meat Indicate that
the family using refrigerated locker
service of the kind offered by Mes-
quite Frosted Food Lockers can
save up to one hundred dollars
annually.
Studies of refrigerated locker
plants throughout the country re-
veal that there apparently is no lim-
itation In the size of a community
or town that will support such an
establishment. If a town is the nor-
mal trading center for a rural com-
munity, it probably is a natural lo-
cation for this kind of enterprise.
There are hundreds of such towns
in Texas. Civic organizations in
those townB might well give study
to the matter of bringing this new
and Important industry to their
communities. It's a coming industry
and there is a place for it through-
out the length and breadth of Texas.
Group Join In
Safety Program
The Texas Good Roads Associa-
tion, The Texas Highway Commis-
sion and the Department of Public
Safety hare joined forces in a move-
ment designed to increase traffic
•afety and to reduce the enormous
loss of life and property resulting
from needless highway accidents,
Lowry Martin, president of the As-
sociation announced today.
The Good Roads Association has
had prepared, with the advice and
assistance of traffic experts of the
Highway Department and the De-
partment of Public Safety a series of
display advertisements that will be
released to the newspapers of
Texas. The advertisements are aim-
ed at educating the public to the re-
sponsibilities of motor vehicle ope-
ration and the dangers of careless-
ness on the streets and highways.
The advertisements will be released
to the newspapers in mat form
through the offices of the Texas
Press Association, which group has
approved and endorsed the plan.
"All Texans who take their citi-
zenship seriously have come to the
conclusion that nothing should be
left undone to make our streets and
highways safer," Mr. Martin said.
"Last year in Texas more than
1,600 persons were killed in traf-
fic accidents, approximately 600e
were permanently injured and ap-
proximately 60.000 were temporar-
ily disabled. The economic loss was
In excess of $50,000,000.00 The
usefulness of these permanently dis-
abled has been lost to the atate.
Many of them have been ruined
economically and now are a burden
on their relatives or are on charity
Traffic experts have determined
that education of the public Is one
of the most effective means known
to alleviate thin appalling condition
COTTON PICK INC
TIME!
8 oz. COTTON SACKING
aid
Men's Busy
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Frank Ellis & Son
PHONE 937F2
"SINCE . NEW HOPE
"Most of the so-called 'accidents'
are not, in fact, 'accidents.' Studies
of accident causes have convinced
those familiar with the situation
that a major portion of the traffic
mishaps, with their subsequent ser-
ious loss of life, impairment of
thousands of persons and the large
economic loss, can be avoided. It
simply is a matter of bringing home
to those who operate motor vehicles
that they have a definite respon-
sibility. not only to themselves, but
also to the general public, when
they take to the highway. Once
they realize and assume personal
responsibility for their own actions
on the streets and highways, then
more substantial progress in the
field of traffic safety will be made
in Texas.
"There are none of us who would
willingly or viciously kill or malm
a little child. Yet through thought-
lessness and carelessness on the
part of some motor vehicle opera-
tors, hundreds of children are killed
or injured annually. Many of our
finest and most valuable citizens are
brought to an untimely death in
needless traffic mishaps.
"The press of Texas has played
a prominent part in the past few
years in making Texans safety con-
scious and newspaper editors aad
publishers have given generously of
their time and space in the safety
movement. It was with the thought
of making the efforts of the news-
papers along this line more eflective
that the two official state agencies
and the Good RoadH Association
joined in this movement. The plan
was unanimously endorsed at the
recent convention of the Texas Press
Association and we have been as-
sured of heavy co-operation from
the newspaper publishers."
Wash Your Own
Clothes or we will
finish your clothes
for you.
Mesquite Washateria
and Laundry
Good Groceries
— at —
Lowest Prices
Curb Service
Hodges Food Store
Mesquite
Clean Entertainment
and
Good Lunches
ANDERSON
DOMINO PARLOR
JIM ANDERSON
Electric Wiring
Call as day or night.. We
go anywhere in this .sec-
tion.
Mesquite
Electric Shop
Levi Dean
R. E. Moore
American
Beauty Flour
Canned Goods
Staple Groceries
Reasonable Prices
ASH GROCERV
yyyyyy yyyyyyvyyyyyyyyyyyyyyyvyvyyy yyyyyyyyy yyyy yy yyyy
I
ANDERSON -CLAYTON BROS.
MORTICIANS
FUNERAL DIRECTORS AMBULANCE SERVICE
Call any of these numbers for prompt ambulance service.
MESQUITE
2
•'SERVICE ABOVE SELF"
TERRELL
216
FORNEY
0
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Bill Preston - Tel. Day or Night 7-2581
Collect
FLOWERS, Inc.
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International Harvester Company
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DALLAS, TEXAS
Invites Your Inspection Of Their
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Cook, Mrs. A. J. The Texas Mesquiter. (Mesquite, Tex.), Vol. 58, No. 11, Ed. 1 Friday, August 11, 1939, newspaper, August 11, 1939; Mesquite, Texas. (https://texashistory.unt.edu/ark:/67531/metapth406937/m1/4/?q=%22~1~1%22~1&rotate=180: accessed July 16, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu.; crediting Mesquite Public Library.