HOW WE CAN GET THE CONSUMERS TO EAT MORE APPLES lOl 



to all, and of deep elucidation, and I do not hope to give you anything 



new upon it. 



To the apple grower, it is a most pertinent question, and I may 

 say, like a great many others, more easily asked than answered. 

 Had this question been propounded to me, I would have answered it 

 promptly by saying I didn't know. Given my choice, I would have 

 selected this for the foundation of a short article, but like a good 

 soldier, will obey the order of your secretary, as far as I may 

 be able. 



An apple grower in Washington once said he could grow and pre- 

 pare for market, a box of choice apples for one dollar, but when the 

 same box of apples cost the consumer in Chicago three dollars, he 

 thought there was something radically wr-ong in the methods, used 

 In reaching the ultimate consumer. When all is said, the final aim 

 of the producer of any article for sale is to reach the consumer as 

 directly and with the least expense possible. The up-to-date mer- 

 chant who desires to stimulate a demand for his merchandise usually 

 proceeds by skillful methods to make an attractive a'isplay, and also 

 invoke the aid of the newspaper to help him in his undertaking. I 

 would also call your attention to the great amount of money spent 

 by the selling end of the orange growers contigent in advertising. I 

 am not conscious of having my appetite for oranges quickened to any 

 appreciable extent but it goes without the saying they felt the results 

 obtained were at least partially commensurate with the expense, else 

 they would have ceased. 



The Italian street fruit vender clearly shows by his actions that 

 he recognizes the utility of an attractive display; he also accentuates 

 the natural attractiveness of the fruit, by proceeding with a deftness 

 only acquired with long practice, to spit upon the apple and then 

 vigorously polishing it upon the sleeve of his immaculate coat. But 

 perhaps this is a digression. 



I once heard a story wherein a "Down and Outer" tried to rell 

 "What he termed an insect exterminator promising his purchaser a 

 full demonstration, showing it's) effectiveness. This remedy con- 

 sisted of particles of decayed wood pulverized and put up in attractive 

 packages and his instructions were first catch the bug, grasping it 

 firmly by the throat, choking it until it opens its mouth, when a 

 liberal dose of the specific crammed down its throat would effect the 

 demise of the afore-mentioned insect. I do not wish to be understood 

 as one who indorses the above method when trying to stimulate the 

 consumption of apples in fact after studying the matter a little, I am 

 Inclined of the opinion, that it is fraught with more or less personal 

 danger to the party applying the method, and would suggest when 

 trying the plan, that good judgment should be used in the selection 

 of the victim. 



Mr. Lincoln, once said, "The Lord must have loved the common 



