Page Sixteen 



BETTER FRUIT 



Publithed Uonthly 

 by 



Better Fruit Publishing Company 



Twelfth and Jeffer«on Streeti 

 PORTLAND, OREGON 



lERROLD OWEN Managing Editor 



ERNEST C. POTTS Editor 



C I MOODY Advertising Manager 



EASTERN REPRESENTATIVES 



PAUL W. & GUY P. MINNICK 



280 Madison Ave, New York City 



JNO. D. ROSS 608 Otis Bldg., Chicago 



SAN FRANCISCO REPRESENTATIVE 



EDWIN C. WILLIAMS 



Hobart Bldg., San Francisco 



STATE ASSOCIATE EDITORS 



OREGON— H. P. Barss, Plant Pathologist, Cor- 

 vallis; A. L. Lovett, Entomologist, Corvallis. 



WASHINGTON— Dr. A. L. Melander, Ento- 

 mologist; O. M. Morris, Horticulturist, Pull- 

 man. 



COLORADO— C. P. Gillette, Director and Ento- 

 mologist; E. B. House. Irrigation Expert, State 

 Agricultural College, Fort Collins. 



ARIZONA — F. J. Crider, Horticulturist, Tuscon. 



MONTANA— H. Thornber, Victor. 



CALIFORNIA— C. W. Woodworth, Entomolo- 

 gist, Berkeley; W. H. Voick, Entomologist. 

 Watsonville; Leon D. Batchelor, Horticulturist, 

 Riverside. 



INDIANA— H. S. J ackson, Pathologist, Lafayette. 



All Communications should be addressed and 



Remittances made payable to 



BETTER FRUIT PUBLISHING COMPANY 



Subscription Price: 



In the United States, $1.00 per year in advance: 



three years, $2; five years, $3. Canada and 



Foreign, including postage, $2.00, payable in 



American Exchange 



Advertising Rates on Application. 



VOL. XVI, NO. 12 



Back to Prosperity 



Slowly and painfully old Na- 

 tional Prosperity is creeping back 

 on the job. He is still wan and 

 emaciated, but seems recognizable 

 to the prophets of the country. 

 They are just about a unit in fore- 

 casting his near approach and pre- 

 paring a warm welcome for the 

 long-absent old benefactor. 



The fruit sections served by this 

 magazine have reason for optim- 

 ism. For one thing, they have 

 come through the depression in 

 much better shape than those sec- 

 tions devoted more exclusively to 

 agricultural pursuits. If mush- 

 room projects and shiftless 

 orchardists have been squeezed out 

 of the industry so much the better. 

 The conscientious and capable 

 grower fared well in 1921 and has 

 so much the better foundation on 

 which to build now than the farmer 

 and livestock grower. 



Fruit prospects of the Northwest 

 for the present season are uni- 

 formly good. Labor costs are 

 down; material prices have de- 

 clined; transportation rates have 



BETTER FRUIT 



been reduced; foreign markets are 

 strengthening; home markets have 

 cleaned up remarkably well; frost 

 visitations have worked little dam- 

 age. 



In short, the year 1922 has 

 nearly every earmark of prosperity 

 for our fruit growers. It looks like 

 a year when a little extra optimism, 

 coupled with industry, will yield 

 adequate, even generous reward. 



Prunes and Printer's Ink 



Once in a while the power of ad- 

 vertising makes itself felt in a sur- 

 prising way. Consider a recent il- 

 lustration of this. 



The Oregon Co-operative 

 Growers' Association was offered 

 an order of extensive proportions 

 for dried prunes for the English 

 trade, provided the prunes were 

 labeled as a California product. 

 The association officers were in- 

 censed at the proposal and practi- 

 cally ignored it. There was just- 

 ification for their feeling of provo- 

 cation, but that is not the point 

 under discussion here. 



In the offer to take Oregon 

 prunes masquerading under a Cali- 

 fornia label there was admission 

 that there is no disparity between 

 the two in quality. The obvious 

 point, however, is that the English 

 do not know this — that they de- 

 mand dried prunes with a "Cali- 

 fornia" label on them. 



The explanation is all summed 

 up in one word — advertising. The 

 value of advertising was learned 

 early and well in California. As- 

 tute leaders in the varied branches 

 of that state's fruit industry have 

 long been putting the power of ad- 

 ji^ertising behind their products. 

 There is nothing surprising in the 

 fact that results have made them- 

 selves felt 7,000 miles distant, 

 across the Atlantic. 



Growers of the Pacific North- 

 west still lag behind when it comes 

 to advertising their fruit and fruit 

 products. While a majority seem 

 to know that the money spent in 

 judicious exploitation of their high- 

 class products will eventually bring 

 rich returns, others are too short- 

 sighted to see or understand this. 

 Too frequently the penny-wise 



June, 1922 



views of the near-sighted growers 

 dictate the publicity policies of their 

 organizations. 



Continuous education and effort 

 by the well-informed leaders is 

 slowly bringing an awakening — an 

 appreciation of the power of adver- 

 tising. Meanwhile an occasional 

 object lesson effectively speeds the 

 waking up process. 



Fruit and Health 



In England, fruit dealers have 

 been advertising the beneficial 

 properties of oranges and pine- 

 apples for persons afflicted with the 

 influenza. 



This has resulted in no little 

 comment upon the health-giving 

 qualities of all varieties of fresh, 

 ripe fruit. Said one writer: "Every 

 fruiterer's shop window should dis- 

 play some notice drawing attention 

 in some striking manner to fruit as 

 food and medicine." 



Not long ago the National 

 Tuberculosis Association met in 

 New York. Entirely upon merit 

 and without solicitation, the associ- 

 ation adopted California figs as a 

 part of the diet recommended for 

 under-nourished children. Bread, 

 milk and figs constitute the lunch 

 recommended for such children. 



The California Peach and Fig 

 Growers lost no time in giving co- 

 operation and taking advantage of 

 the advertising benefits the action 

 of the tuberculosis association af- 

 forded. Fifteen hundred pounds 

 of dried figs were immediately 

 given, free, to the nutrition clinics. 



Over in Idaho not a season passes 

 that E. F. Stephens, dean of the 

 state's orchardists, does not give 

 several hundred boxes of apples to 

 various hospitals and the state 

 asylum. Back of this philanthropy 

 is the knowledge that good accrues 

 to the apple industry through this 

 indirect advertising of apples as a 

 health food. 



Statements that fruits are 

 Nature's own health foods are as 

 old as the hills, but this fact gives 

 no excuse for not everlastingly re- 

 peating the truth and taking fullest 

 advantage of its advertising pos- 

 sibilities. 



