New Ideas

GOODS & SERVICES

Juice by Sea. Sale of fresh Florida orange juice in Northern states will get a boost from Fruit Industries Inc., which has solved the high cost of refrigerated land transport with S.S. Tropicana, a vacuum-sealed stainless-steel tanker. The ship can carry 1,500,000 gal. (the juice of 70 million oranges) on a 56-hour run from Cocoa, Fla. to Long Island, where the juice is put in cartons for sale in twelve states and Canada. Company spends only $15,000 per tanker trip v. $265,000 if the juice came by land.

Solid Gold Skyscraper. Reynolds Metal Co. is supplying gold-colored aluminum to brighten the facade of a 34-story office building now rising in Manhattan. Reynolds produced the color by an electrolytic process which covers aluminum with a gold-impregnated hard aluminum-oxide skin.

Radio Carts. Tait's Southdale Super Valu supermarket in Minneapolis has installed 25 portable radios on shopping carts so customers can hear favorite programs while they shop. Bob Tait, president of the store, got the idea after buying a $29.50 battery radio for his daughter's bicycle, is now dickering with a maker for 75 transistor sets specially designed for supermarket listening.

Portable Electric Typewriter. Smith-Corona put on sale the first production models of its new 18-lb. portable electric typewriter. Convenient for travelers, the portable is also aimed at bringing the uniform printing-press quality of costlier full-size electric models within reach of small business and professional men. Price: $197.50.

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