Page 



10 



BETTER FRUIT 



Sc[^tcuihcr 



WE WILL SAVE YOU MONEY ON YOUR 



Fruit Case Labels 



Quality Guaranteed. 

 Write for Prices and Samples. 



THE SIMPSON & DOELLER CO. 



E. SHELLEY MORGAN, Northwestern Manager 



1423-24 Northwestern Bank Building 

 PORTLAND. OREGON 



We have a fine line of new stock Apple Box Labels. Samples on application. 



^^'hen the Siilzer bill was befort- the 

 House of Representatives, the lnlern;i- 

 tional Apple Shippers' Association pre- 

 pared a pamphlet in support of the bill, 

 in which they submitted among many 

 other figures, the following tables: 



TABL1-; XII— BARRELED APPLE EXPORTS, 

 UNITED .STATES AND CANADA 



Five-Year Period United Slates 



1882-1887 2,.354,256 



1887-1892 3,115,107 



1892-1897 .3,904,224 



1897-1902 2,8r)9,628 



19112-1907 8,1.34.552 



1907-1912 4,310,474 



Canada 

 585,277 

 1,480,106 

 2,578,255 

 2,450,101 

 4,353,103 

 5,048,305 



TABLE XIII— PERCENTAGES OF EXCESS, 

 U. S. AND CANADIAN EXPORTS 



1882-1887, U. S. excess over Canada 300% 



1887-1892, U. S. excess over Canada 110% 



1892-1897. V. S. excess over Canada 51% 



1897-1902, U. S. excess over Canada 10% 



1892-1907, U. S. excess over Canada 87% 



1907-1912, Canada's excess over U. S 14% 



This pamphlet of the Shippers' Asso- 

 ciation laid the Canadian gains largely 

 to the Canadian Fruit Market Act, 

 which had at this time been in effect 

 some years. 



A grading law has been in effect 

 during the present season (1914) in 

 New York State, and although it is too 

 early to pass final judgment upon this 

 it is certain that the first year's practice 

 of the law has not been either an un- 

 c|ualified success or an untiualifled 

 failure. The season was not one for 

 fair trial, but decidedly one for a 

 severe trial. There were many com- 

 plaints, but these came mainly from 

 the smaller growers, who claimed to be 

 unable to pack inside the law without 

 unjustifiable expense, and these grow- 

 ers asked for lower grades and for 

 wider limits in the higher grades. It 

 appears that the law is not stiictly en- 

 forceable and not being in the "agricul- 

 tural code." Further, the law was 

 hardly followed out to the letter dur- 

 ing this year. The writer inspected 

 several sample bari'els of .Standard-A 

 Baldwins during December, t!)14, on 

 the New York Central pier. New York 

 City, which needed much leeway be- 

 fore strictly falling under the specifi- 

 cations. The present |)lans are to go 

 on under this law, and it would appear 

 that giading will continue in New York 

 State, but there are many difliculties 

 to be overcome. There has been con- 

 siderable agitation in New England in 

 regard to apple grading. New England 

 will have every disadvantage and will 

 lack many of the advantages of New 



York in putting through a grading 

 measure. F^ruit is even more scattered 

 in New England than in New York 

 State, and there is much less of it. 



deal. Other agencies have done nuich; 

 growers and dealers. Steinhardt & 

 Kelley, fruit dealers of New York City, 

 have had during this (1914-101.'i) season 

 very catchy advertisements in the New 

 York City subway and elevated cars, 

 with the "Eat an .\pple" slogan over 

 the name and attractive picture of the 

 ".Skookum" apple, the particular North- 

 west brand that they are pushing tliis 

 year. This advertising has value, and 

 all apple men should support it. There 

 is some danger of waste in the cross 

 advertising of competing brands of 

 boxed aijples, etc., but in general the 

 more said about ajjples the less the pub- 

 lic will think about oranges. Any 

 means of causing more intelligent use 

 of apples is also productive advertising. 

 The following table is an example of 

 this; intelligent seasonal consumption 

 of apples means satisfaction and future 

 purpose: 



TABLE XIV— SEASONAL FITNESS OF APPLE VARIETIES 

 [W. S. Thornber, Lewiston, Idaho, in "Better Fruit" for April, 1914] 



Variety 

 Yellow Transparent. 



Duchess 



Mcintosh Red 



Wealthy 



Winter Banana 



Delicious 



Jonatlian 



Grimes Golden 



Stayman 



Spitzenberg 



While Pearniain . 

 Rome Beauty . . . . 

 Yellow Newtown. 



Winesap 



Wagener 



Arkansas Rlack.. 

 Ben Davis 



Dessert 



Good 



Excellent 



Poor 



Excellent 



Good 



Excellent 



Poor 



Excellent 



Good 



Excellent 



Good 



Excellent 



Good 



Excellent 



Poor 



Excellent 



Poor 



Excellent 



Good 



Excellent 



Poor 



Excellent 



Poor 



Excellent 



Good 



Excellent 



Good 



Excellent 



Poor 



Good 



Poor 



Poor 



Poor 



Poor 



Sauce 



Excellent 



Good 



Excellent 



Good 



Excellent 



Good 



Excellent 



Excellent 



Poor 



Poor 



Good 



Poor 



Excellent 



Good 



Excellent 



Good 



Excellent 



Good 



Excellent 



Excellent 



Good 



Poor 



Excellent 



Good 



Excellent 



Excellent 



Excellent 



Excellent 



Excellent 



Good 



Excellent 



Poor 



Good 



Poor 



Baking 



Poor 



Poor 



Poor 



Good 



Good 



Poor 



Excellent 



Good 



Poor 



Poor 



Poor 



Poor 



Good 



Poor 



Good 



Poor 



Good 



Poor 



Excellent 



Good 



Good 



Excellent 



Excellent 



Good 



Excellent 



Good 



Good 



Good 



Excellent 



Poor 



Excellent 



Good 



Good 



Poor 



The International Apple Shippers' 

 Association (Rochester) and in the last 

 year or so the Apple Advertisers of 

 America (Baltimore) have done a very 

 considerable work in advertising 

 apples, and they are vigorously jmr- 

 suing plans for the future. The ship- 

 pers distributed a great number of 

 booklets on apple recipes several years 

 ago, and they have just lately put on 

 its feet the slogan, "Eat an apple a 

 day — keep the doctor away." Mr. 

 Phillips, secretary of the Shippers' 

 Association, has shown the writer a 

 large book of newspaper clippings on 

 "Apple Day," 1914. The Shi])pers gave 

 a cup to the cil.\ holding the best 

 demonstrations, etc. (won this year by 

 very enthusiastic Cincinnati), and the 

 results of this Apple Day were fell all 

 over the country. The Apple Adver- 

 tisers work in harmony with the Ship- 

 pers, and though much newer, the 

 former organization has done a great 



Advertising can hardly create a 

 want, but it can disclose a desire and 

 thereby create a demand. "Sunkist" 

 for oranges is a model for the results 

 attainable for efforts toward a brand, 

 and this has meant thousands of dollars 

 in receipts and many more thousands 

 in prestige to the California Fruitgrow- 

 ers' Exchange. 



There can be no c|uestion but that 

 apples compete decidedly with every 

 other fruit on the market, literally 

 from mangoes to hickory nuts. In a 

 previous chapter we have traced the 

 historx- of the ai)ple industry from the 

 days when it did not even com|)ete with 

 the Mediterranean trade through the 

 period when the apple was practically 

 the only widely consumed orchard 

 fruit. The first California shipment 

 was made in 1807, but only in the last 

 twenty years have oranges been keenly 

 marketed up to the limit of consmnp- 

 Continued on page 26 



