KIKTY FIltST ANNTTAI. KKPORT. 123 



Standards are essential to the large scale handling of any product. 

 Contracts cannot bo made sufficiently definite nor can they be enforced 

 properly without them. The producer and distributor will not be able 

 to describe with sufficient accuracy what he is selling or the purchaser 

 and consumer to know certainly the character of what he is buying 

 without them. 



Standards must necessarily not be too complex where the grower him- 

 self must apply them. On the other hand they must be of sufficient 

 accuracy to convey with precision a description of the product. Suc- 

 cessful marketing depends upon suitable standards honestly applied 

 throughout the course of travel of the product from the producer to the 

 consumer. 



Advertising — that great csscMitial to marketing — is efficiently possible 

 only where there are large quantities of standard products with respect 

 to which the consumer can be educated. The importance of this particu- 

 lar point is recognized by all of the great marketing and distributing 

 organizations. The best illustration in part is that of the California 

 Fruit Growers' Exchange, which distributes no less than 30,000 carloads 

 of citrus fruit per year and has had, in recent years, an advertising ap- 

 propriation ranging from about $300,000 to $600,000 per year. Our 

 own company, which handled practically 36,000 carloads of all kinds of 

 fruits and vegetables during 1920, has begun an advertising program 

 that will extend over a period of years, planned with a view to giving 

 all producers who employ our marketing services and who conform with 

 our growing and packing requirements the benefit of our advertised 

 brands. 



For pictorial and advertising effect, we have selected the name ''BLUE 

 GOOSE," with the figure of a goose, to be applied to the higher qualities 

 of all of the fruits and vegetables that we handle. This name and sym- 

 bol will be popularized as rapidly as possible, and by living up to the 

 high standard we have set for quality, we believe that, as has proven 

 to be the case with respect to the Skookum apples of the Northwest, 

 the Sunkist oranges of California and the Sealdsweet oranges and grape- 

 fruit of Florida, that this name, with an advertising campaign behind 

 it, will add real value to every producer's product that is marketed 

 under it. 



Standardization of products is an endless subject. On one occasion I 

 held twenty-two hearings in a single month in as many different cities in 

 the United States on the question of standardization of wheat grades 

 alone. What I have said I think will bring home to you the essentiality 

 of standards, if the slogan— THE PRODUCER MUST BE INSURED 

 THE RIGHT PROPORTION OF THE PRICE THE CONSUMER 

 PAYS FOR THE PRODI^CT— that has been adopted by my organiza- 

 tion is to be fulfilled. 



3 OF CONTAINERS. 



It seems unnecessary to dilate at an}- great length regarding the im- 

 portance of the standardization of containers. 



The illustration I hold in my hand shows, better than anything I can 

 say, the paramount necessity for the standardization of containers. At 

 the present time there are currently on the market seventy-four different 

 sizes of hampers, twenty baskets of the usual bushel shape type repre- 



