Page 22 



BETTER FRUIT 



( )ctober 



Q THE COOP OUDQE VISITS ABwy HEAC QUARTERS. ) 



{ COLONEL. HOVV l_ 

 f IS YOUR REGIMENT 

 j TO ■ DAY 7 — 



| FINE. GENERAL BUT you KNOW THE BOys l„ , 

 ..RANKS ARE WANTING W-B CUT-THAT REAL 

 TOBACCO CHEW 



c 



nthe] 



tEALT 



GOOD TOBACCO 

 *— |THE SOLDIER 

 I COMFORTE 



OIS 1 



YVfHEN you trim your outfit down to military 

 * " bedrock, W-B Gut Chewing scores a bull's- 

 eye. A soldier gets more from his pouch of W-B 

 than from a bulky ordinary plug—rich leaf plump 

 full of sap, all tobacco satisfaction, every shred 

 of it. And the water-proof pouch keeps it clean 

 and fresh in the pocket of his khaki. 



Made by V/EYMAN-BRUTON COMPANY, 1107 Eroadway, New YoA City 



The modem 

 fireside 



PERFECTION 



OIL HEATER 



WHEN WRITING ADVERTISERS MENTION BETTER FRUIT 



II will co-operate with the railroads 

 in securing the most efficient types of 

 cars anil an adequate supply in order 

 I hat our perishables may be more 

 safely, widely and economically dis- 

 tributed; it will encourage the storage 

 of seasonable perishable products, 

 such as apples, because the Food Ad- 

 ministration recognizes the vitally 

 necessary place which storage plays 

 in the preservation of perishable foods 

 and in equalizing their distribution 

 throughout the year; it will encourage 

 the development of the most desirable 

 terminal facilities in order that the 

 cost of inadequate distributing facili- 

 ties may not unnecessarily burden the 

 producer and the consumer; and it 

 will promote those fundamental prin- 

 ciples of merchandising by the whole- 

 sale and retail trade which results in 

 a wide distribution, an increased busi- 

 ness, quick sales at a reasonable profit 

 per turn over and a continuous supply 

 of fresh, appetizing food for the con- 

 sumer. 



The encouragement of a greater con- 

 sumption of perishable foods presents 

 an unusual opportunity to those who 

 are engaged in the growing and dis- 

 tributing of perishable products, and 

 by enlarging the perishable food busi- 

 ness the war food problem for our 

 Allies and for America can be more 

 easily solved. We are, therefore, firm 

 in the conviction that there will be a 

 mutual co-operation and a mutual un- 

 derstanding of the aims of the Food 

 Administration and of the perishable 

 industries, the aim being to increase 

 their consumption, eliminate the waste 

 from bad handling, distribute them as 

 directly as possible from the producer 

 to the consumer at the least possible 

 cost to both, with a reasonable com- 

 pensation for the distributing services. 

 To capitalize this unusual opportunity 

 for self-interest, by unnecessary spec- 

 ulation, by storage beyond the reason- 

 able requirements of the merchant for 

 the purpose of distributing a seasonal 

 surplus over the year; to restrict the 

 supply that should be liberated from 

 week to week; or to enhance or di- 

 minish the price or to exact excessive 

 prices; to limit the facilities for stor- 

 ing; to attempt to monopolize; to wil- 

 fully destroy a perishable for the pur- 

 pose of enhancing the price or re- 

 stricting the trade supply or wilfully 

 to permit preventable deterioration — 

 these practices should make a mer- 

 chant an outcast among his business 

 associates, because the man who cap- 

 italizes patriotism for his personal 

 ends cannot be trusted to uphold the 

 interests of America and her Allies 

 wherever his personal interest is in- 

 volved. 



I would, therefore, confidently ex- 

 pect that such organizations as the 

 International Apple Shippers' Associa- 

 tion, the National League of Commis- 

 sion Merchants, the Western Fruit Job- 

 bers' Association and other regional or 

 national trade organizations will stand 

 shoulder to shoulder with the Food 

 Administration in creating a patriotic 

 sentiment among their members that 

 will automatically regulate and con- 



