Page 26 



BETTER FRUIT 



June 



"The store where 

 I do my trading" 



'"THROUGHOUT the West-go where 

 A you may — big town, small town, cross- 

 roads store — there you will find Ghirar- 

 delli's. 



This West- wide distribution has been made 

 necessary by demand— z. demand for a de- 

 licious, sustaining food-beverage; a demand 

 that is met by Ghirardelli's, and by this alone. 



Result? Today Ghirardelli's Ground 

 Chocolate is in daily use in more homes 

 in the West than all other brands combined. 



As a beverage it is beneficial; as an aid in 

 baking and cooking it is invaluable. 



Be sure to ask for it — at "the store where 

 you do your trading." 



In X A lb.,1 lb. and 3 lb. cans; a 



tablespoonful — one cent's ivortn — 



makes a cup. 



D. GHIRARDELLI CO. 



San Francisco 



Ghirardellr 



':-'■'■■ ' ■ ■ "■■. ■""•-"."-.'■ ■ ■--'.."-. ;'■■ 



Ground 

 Chocolate 



~tTgi 



JT3-1LII HI. 1 1| 1 ~^" t [Jt^*~- 



AND COCOA , 



tion, 50 per cent; selling, 60 per cent; 

 advertising, 2 per cent, which shows an 

 unbalanced, top-heavy structure. 



We should avoid starting the season 

 with prices so excessively high that 

 they must decline and show the dealer 

 a loss. We should practice free selling 

 early in the season, always remember- 

 ing that the purchaser who buys and 

 makes a fair profit comes back for 

 more. Allowing that we have 15,000 

 cars of late-keeping varieties, we are 

 doing the industry an injury in selling 

 the first thousand cars at high prices 

 and the balance on a declining market. 

 We should reverse the situation, care- 

 fully feel our way step by step and start 

 where we can advance the market and 

 work on an advancing market. 



We should begin right now to launch 

 a well-balanced advertising or educa- 

 tional campaign. No single organiza- 



tion or district can do this by itself. 

 It must be done collectively, and it can 

 be done because, as I have said earlier, 

 the problem is before us and we must 

 solve it. None but a coward would 

 shrink from it. A sum sufficient to 

 properly carry through an advertising 

 campaign to a successful result can be 

 collected, wisely and honestly used. In 

 taking this great forward step this 

 coming season, a board of governing 

 trustees should be formed to be com- 

 posed of one trustee from each partici- 

 pating district, each man to be of the 

 character and quality that will inspire 

 perfect confidence, and this board to 

 select a qualified man to handle the 

 campaign from the best located East- 

 ern point. This is not to be done for 

 one season, but for every season, in- 

 creasing the appropriation each year. 



You have probably been asking your- 

 self a number of times in reading this 

 article \vh;il salt mackerel has to do 

 with apples. In one sense it may have 

 nothing; in another sense a great deal. 

 We have all known about salt mackerel 

 ever since we can remember about any- 

 thing and on the face of it it would 

 seem sheerest folly to an intelligent 

 American business man to advertise it, 

 but it is being done on a very large' 

 scale in the Hast. No name is signed to 

 the advertisement. It simply opens the 

 way for people to purchase and use 

 more of this food. 



I recently made inquiry at one of the 

 large wholesale fish houses as to who 

 was paying for this advertising cam- 

 paign. The reply was, the wholesale 

 dealer and producer of salt mackerel. 

 I further inquired if satisfactory results 

 were being obtained and the answer 

 came back, they certainly were. Now, 

 salt mackerel is not an article gov- 

 erned by weather or other conditions 

 that surround the production of apples, 

 but the mackerel people saw that if 

 they could educate the people to use 

 more salt mackerel they could keep 

 larger fishing fleets employed, keep 

 their packing houses running to capac- 

 ity and their selling force as well. 



If advertising (educating) will put 

 the salt mackerel business on a paying 

 basis, there is yet hope for the North- 

 western apple grower if action is taken 

 instead of living in hope. 



Mark Twain Would Have Bought Them 

 Were the lovable Mark Twain alive 

 today, he would doubtless be in the 

 first-line trenches of the home re- 

 trenchers, for Mark was thrifty and the 

 government's Thrift Stamps and War 

 Savings Stamps offer would have ap- 

 pealed to him mightily. Mark Twain 

 had many financial reverses in his life- 

 time, largely because of bad invest- 

 ments, but his thrift and happy dispo- 

 sition pulled him out of the box every 

 time, and he squared up with the world 

 and accumulated a "stake" before he 

 passed on "over there" to make heaven 

 the happier for his coming. 



Talking one day to his friend, Will- 

 iam Dean Howells on the vicissitudes 

 of the humorist's earlier days, Mark 

 Twain said: "My difficulties taught me 

 some thrift, but I never knew whether 

 it was wiser to spend my last nickel for 

 a cigar to smoke or for an apple to 

 devour." "I am astounded," replied 

 Mr. Howells, "that a person of so little 

 decision should meet with so much 

 worldy success. " Mark nodded wisely. 

 "Indecision about spending money," he 

 said, "is worthy of cultivation. When 

 I couldn't decide what to buy with my 

 last nickel I kept it, and so became 

 rich." So Mark Twain, because of his 

 love of country and his thrifty nature, 

 would have been a generous purchaser 

 of Uncle Sam's Thrift Stamps. 



Thrift and War Saviings Stamps and 

 Liberty Bonds are the answer. Are you 

 answering? 



To make you grange meetings and 

 farmers' institutes thoroughly patriotic, 

 heat the hall with wood instead of coal. 



