46 STATE HORTICULTURAL SOCIETY. 



As an example of the former, I have in mind the case of one of the 

 largest apple growers in a certain eastern state. This man went to a 

 large city of the state and arranged to put an exhibit of his fruit in one 

 of the windows of a large downtown store. In the center of his exhibit 

 two barrels were tipped over with the apples pouring out in a graceful 

 pile. On either side of the barrels were boxes and baskets of various 

 sizes filled with the delicious looking fruit. In the background were 

 photographs of orchard scenes together with advertising placards. It 

 was a simple but very effective display, and as a result of it the grower 

 received over five hundred inquiries about the price of his fruit. Of 

 course the renting of the window space was expensive but the results 

 more than repaid him for the cost. 



To show you what can bo accomplished by the small grower thru 

 advertising I will mention the case of an orchardist near a small western 

 town who had several hundred barrels of Jonathan apples for sale. The 

 general market was dull but it occurred to him that there might be a 

 demand for his apples if he could only get them before the people in an 

 attractive manner. Ho talked tho matter over with the local grocer 

 and secured permission to put an exhibit in his window. He then filled 

 small uniform baskets with his apples and arranged them attractively 

 in the window. The apples looked so inviting that anyone who liked 

 apples could not get by without going inside and buying a basket. The 

 result was that the grower sold his crop at a much better price than he 

 ordinarily would have received — simply because of advertising. 



Now, lest 3"ou think that this advertising is applicable to apples alone, 

 I will endeavor to prove to you that any fruit can be successfully and 

 profitabl}^ advertised. 



As you may or may not know, previous to this j^ear no attempt had 

 ever been made to advertise deciduous fruits. Skeptics had alwaj^s said 

 that any attempt at advertising these fruits was useless as the season 

 is too short. 



Nevertheless this season a live and enterprising association in the 

 west, The California Pear Growers' Association, threw precedent to the 

 winds and tried it. They chose two eastern cities for their oxperimout! — 

 Philadelphia and Boston. In these two cities they secured the use of 

 four thousand store windows. In their advertising displays they used 

 banners, pictures, placards, and an abundanco of delicious looking 

 Bartlett pears. 



What were the results? Did it pay? Judge for yourself. Here is the 

 data. Of all of the pear markets in the United States Philadelphia and 

 Boston were the onl}' two to show any gain in sales over the previous 

 year. These two not only showed mere gains but they showed very 

 substantial gains as the figures show that Philadelphia gained 102%, 

 and Boston 130%! This advertising campaign sold 24,000,000 addi- 

 tional pears in one month' These two cities absorbed 204 additional 

 cars over the previous season's record. These figures certainly provr 

 that advertising can be effectivel.v used in the sale of deciduous fruits. 



As a result of this successful venture, the plum growers, the cherry 

 growers, and the peach growers of California are awakened to the possi- 

 bilities of good advertising. This is shown by the fact that the Pear 

 Growers' Association has received many inquiries about their campaign, 

 and I believe the time will soon come when everv eastern citv will be 



