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BETTER FRUIT 



March 



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 for Outdoor Workers 



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Every pair of U. S. "Protected" rubber boots bears the 

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Wear U. S. "Protected" rubber footwear and be practical. 



U. S. "Protected" rubber footwear comes in all 

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United States Rubber Company 



New York 



home, the apple and the prune do not 

 find as many enthusiastic supporters as 

 eitlier should. While sales methods 

 have been improved, so far as the pro- 

 ducer is concerned, in the retail trade 

 crude methods still exist and the effec- 

 tive advertising done annually is con- 

 fined to a small part of the active trade. 

 From one end of the Northwest to the 

 other, apple window displays this sea- 

 son have been inferior, and in many 

 cases the grades offered consumers have 

 been irregular. In other words, the local 

 market is being neglected or queered, 

 as the case might be, and so far as I 

 know there is little constructive plan- 

 ning for the development of future 

 trade through increased consumption of 

 Northwestern fruits. 



In the Eastern centers, as well as in 

 Portland, Seattle, San Francisco and 

 other cities, the grocery and supply bus- 

 iness is passing into the hands of men 

 of foreign birth, a trend which means 

 more or less hard luck to the producer. 

 Greeks, Turks, Hebrews and Italians are 

 close buyers and cunning sellers, and 

 their control of the fresh fruit business 

 in this country must necessarily mean a 

 breaking down of grades and prices. 

 Following the war, this condition does 

 not appear attractive to me, yet it may 

 not be as far-reaching in its effects as at 

 first would appear. 



The entrance of a large foreign popu- 

 lation into the fresh fruit marketing 

 game adds importance to the off-grade 

 stock and undesirable sizes. With mar- 

 ket conditions regulated from the bot- 

 tom up, instead of from the top down, 

 prices are likely to be depressed, and 

 grades lowered, either consciously or 

 unconsciously. With grades broken 

 down the Northwestern apple will have 

 trouble, as it will be driven into close 

 competition with barrel stock in East- 

 ern centers. Strict regulation of grades, 

 perhaps by the Federal government, 

 might prove an effective way of keep- 

 ing conditions from becoming worse in 

 this respect. 



Fruit producers and fruit dealers 

 should take advantage of the ground 

 gained through the effect of the war on 

 the diet of the peoples of the world. 

 Not alone did the American people 

 learn that fruit and vegetables should 

 occupy a more important place in the 

 diet, but everywhere lessons of con- 

 servation and thrift were learned. The 

 values of food commodities have been 

 studied as never before. The good work 

 should be kept up, not alone for the 

 financial consideration, but also from 

 the angle of better health and the de- 

 velopment of the diversified resources 

 of the country. 



To bring about increased use of fruits 

 is one of the chief problems before the 

 producers of the Northwest. To send 

 apples to the four corners of the earth 

 would be the height of ambition. To 

 give apples and other Northwestern 

 fruits a permanent place of importance 

 in the diet of our own people, and to 

 thus place horticulture on a new and 

 higher plane, would be an achievement 

 worth while for every man and woman 

 who claims Oregon, Washington or 

 Idaho as home. 



WHEN WRITING ADVERTISERS MENTION BETTER FRUIT 



