Broadcasting Telecasting (Jan-Mar 1956)

River water and supplements irrigation channels. It's the second highest dam in the state. The great man-made water reserves have a major by-product: electric power. Like the water canals, little strands of copper stretch across the big open spaces to bring pulsing vitality to industry, farm and home. There are two great periods of growth for Fresno. The first, just after the turn of the century, was based on the grape and raisin industry, still a great economic influence locally although not first in dollar value of crop. The second period has been since World War II with farm crop diversification and growth of manufacture. There is yet a third big economic factor, petroleum. In the area around Coalinga to the southwest, Fresno County produces $100 million in oil and gas. Other minerals abound but are not widely exploited. "Peel me a grape" may be a joke, but grapes are no laughing matter at Fresno. In the fall all eyes watch the sky and follow every migrant cloud. Filling station owners, store keepers and businessmen scan the horizon with the farmer, for all know that rain could damage a big raisin crop and tear a hole in everyone's money pocket. Generally speaking, though, farming is no big gamble with the elements in this region. The climate and weather are predictable during the 292-day growing season to within a few percentage points. But it's the percentage point of a good shower that can drench tons of raisins drying in the fields and send armies of men racing to cover them. The grape, like many other commercial fruits of California, arrived with the Franciscan padres who planted and irrigated around their 18th century missions. Fresno became the raisin center of the world because of a drought in 1873, Sun Maid sales executive Howard R. Staples recalls. According to local folk-lore, the muscat grapes dried on the vines that year and the growers had a product they couldn't sell. But one grower packed them and shipped them to a grocer friend in San Francisco who learned a ship had docked from Peru so he put them in his window under a sign, "Peruvian delicacies." They sold at a profit, the story goes, and the raisin industry was born. Fresno's grape crop was valued at about $50 million last year, several million off from previous years, but still a substantial income factor in any market. Raisins account for half of the world's dried fruits and all raisins produced in the U. S., about half of the world's supply, come from the San Joaquin Valley. Sun-Maid is operated by some 3,500 grower-members. They in turn are big employers because of the extensive hand operations involved in their industry. Grape pickers and handlers are among the highest-paid farm workers in the area because of the care and skill required. They are workers who eat, wear, drive, smoke and wash with products sold in Fresno retail outlets. Fruits and nuts, other than grapes, poured $26.2 million into farmer incomes at last count. Almonds, pecans and walnuts topped $800,000 while the bigger money crops included figs ($2.7 million), nectarines ($2.2 million), olives ($800,000), peaches ($10 million), plums and prunes ($4 million), bush berries and strawberries ($1.3 million), citrus fruits ($3.4 million). Truck crops added another $7 million while field crops (with barley topping $41.5 million) totaled almost $50 million. Cotton and cotton seed comprise a major economic factor all alone. $75.6 million. Some 20,000 rich Fresno County acres grow 3.6 million crates of canteloupes valued at $9.1 million. Crenshaws, honeydews, persians and watermelons boost the melon revenue another million dollars. Not content with reaping riches from the agricultural products themselves, Fresno farmers raise substantial seed crops so other farmers can plant and harvest with profit too. Certified field crop seeds (topped by alfalfa) returned almost $4.9 million according to official 1954 figures, while common field and vegetable seeds added another million. Timber production is substantial, running FRIANT DAM: Joaquin Valley. The world's fourth largest, it supplies water and power for the San A newer dam, Pine Flat, is in operation just east of Fresno. about 60 million board feet with potential of 82 million continuous production. Livestock returned more than $38 million while poultry, with turkeys a major item, brought over $20.5 million. Local turkey farmers have found new prosperity in a national market for ovenready quick frozen birds and gobbled up $6.7 million at last count while local processors received additional millions for their services. The California Turkey Federation, which headquarters at Fresno, estimates California turkey growers now have an annual income of some $50 million. With agricultural production so tremendous in food lines, it is no wonder food processors and freezers are the major industry at Fresno whose annual payroll spills more than $20 million into local households. The second major field is transportation equipment with annual payroll of about $4 million. North American Aviation is the biggest firm, having a major service center here for jet interceptors and other aircraft. Its payroll is $10.5 million annually. Other major industrial groups include wood products, machinery and fabricated metals, printing and publishing. In a recent three-year period alone, industry at Fresno spent more than $71 million for new plants and expansion. Building permits, according to latest official figures, totaled $22.1 million in the city of Fresno and another $17.3 million in the county. City of Fresno Post Office receipts were almost $2.3 million, bank debits nearly $2.4 billion. MERCED Driving a good hour northwest from Fresno on U. S. 99 you will find another important central California trading center, Merced. Typical of other smaller San Joaquin Valley markets, Merced may not be big in population but it is wealthy in production of farm products and processing and freezing industries. Agricultural returns rose from $23.1 million in 1940 to $117.6 million in 1950, then eased off to about $95 million. In the six year period from 1947 to 1953, total factory payrolls jumped 68% to $5.2 million. County seat for Merced County, Merced is a chief gateway for a million free-spending tourists who visit Yosemite National Park each year in Mariposa County to the East. Merced city population jumped 51% from 1940 to 1950 and rose another 17% from that time to Sept. 1952 when a special census showed about 17,500 persons. County population in the 1950 census showed almost 70,000, a jump of 48.5% over 1940. Merced County includes 1,995 square miles ranging from the western Coast Range to Mariposa County in the lower Sierra Nevada foothills. Most of Merced County is rich central alluvial plain, enjoying warm climate and long growing season, but heavy irrigation is necessary. At the northern end of the cotton belt, Merced County still has about a $10 million cotton crop. Dairying runs double that figure. Other money crops include alfalfa, barley, tomatoes and melons, various fruits. The nursery industry has displayed unusual growth, from scarcely $200,000 in 1940 to Page 116 • January 30, 1956 Broadcasting Telecasting