It seemed that the time had come.  After years of service with the FRUIT DISPATCH SERVICE, a division of United Fruit Company and the forerunner of Chiquita Banana, Gilbert Watson Palmer decided to form his own produce brokerage business. And why not?  The economy was booming, brokerage rates were ten cents per one-hundred pounds for potatoes, and ice-bunkered rail cars from California meant better conditioned produce for the Memphis market.  The future never looked better, that beautiful spring of 1929.

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