REPORT OF STATE HORTICULTURIST. 5I 



great amount of advertising. The success that has been at-, 

 tained with other articles of food, many of which are inferior 

 to the apple, leads to the beHef that the greatest success wiU 

 follow a general advertising campaign. 



Some time ago, 209 recipes, showing the different ways an 

 apple may be prepared for the table, were printed in "Bet- 

 ter Fruit," and presented in a striking degree the efificiency of 

 this fruit as compared with other sorts. The consumption 

 must be increased. To do this we must interest the consumer 

 in the apple, not only as a fruit but as a food as well. Each 

 housewife should have a copy of those recipes, so that she 

 may obtain the greatest variety and efficiency from the one 

 fruit which stands out above all others, — the apple. She must 

 learn the value of a particular brand in apples as she does m 

 flour, breakfast foods, etc., and to understand the differences 

 in varieties, some of which are of exceptional quality and 

 some of which are poor. 



A year ago, the International Apple Shippers' Association 

 appointed an Advertising Committee with U. Grant Border of 

 Baltimore, Maryland, as Chairman. The idea was to devise 

 means of raising funds for the purpose of advertising. After 

 a good' deal of investigation and conference with the leading 

 growers throughout the country, they adopted the "Stamp Plan" 

 for raising such funds. On August ist, of this year, the stamps 

 were placed in circulation and each shipper was asked to place 

 one upon each package he sent out ; a one cent stamp on a box 

 and a two cent stamp on a barrel. This seemed to be the 

 only plan whereby a shipper w'ould benefit in proportion to his 

 production. The success of the plan thus far points to an 

 income witli which a mammoth advertising campaign can be 

 conducted and it is safe to predict that the results will exceed 

 anything of the kind ever attempted, 



Apple literature has been published in thousands of papers 

 throughout the country and booklets containing "197 Ways f 

 Preparing the Apple" have been sent into thousands of con- 

 sumers' homes. Mr. Border wrote Mr. Merrill of the Auburn 

 Fruit Growers' Association that these books could be purchased 

 at ten dollars a thousand or one cent each, thus making it pos- 

 sible for grocers and fruitmen to supply them to their customers 

 at a nominal expense. Growers also could put a copy hi 



