Page u BETTER FRUIT 



D ~C r T"' T" 1 "C 1 "D T-7 T5 T T T T an( ^ should result in a short time in 



stimulating every effort toward a gen- 



Published^Monthly ^j betterment of con ditionS. 



Better Fruit Publishing Company 



406 Lumber Exchange Building 



Portland. Oregon Shipping by Water 



W. H. WALTON Editor „^ IT ^ „ 



jerrold owen Associate Editor A LTHOUGH recent statements 



C. I. MOODY Advertising Manager /» 



EDWIN c. WILLIAMS Il made by authorities in the railroad 



San Francisco Representative, Hobart Bldg. 



■ ■ world to the effect that freight rates 



STATE ASSOCIATE EDITORS . , , j . __ 



____ " ^ t V ti . ,. . should come down as greater economy 



OREGON — C. I. Lewis. Horticulturist. & 



\vashingtc>\ D, \ i.. Meiander, Ento. \ n t ] 10 operation of the roads develop 



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



man. are encouraging to the fruitgrower who 



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



mologist; E. B. House, Irrigation Expert, State must Ship his product acrOSS the COn- 

 Agricultural College, Fort Collins. , , n , . . ., 



ARIZONA— F. J. Crider, Horticulturist, Tuscon. tinent to find a market, the success in 



MONTANA— H. Thornber, Victor. , . „ .. , . , , , 



CALIFORNIA— C. W. Woodworth. Entomolo- shipping fruit by water through the 



gist. Berkeley; W. H. Volck, Entomologist. r, _ /-* i • i 



Watsonville; Leon D. Batchelor, Horticulturist! Panama Canal is much more encourag- 



indiana-h. s. Jackson, Pathologist, Lafayette. in g- I* is more encouraging because 

 ; ~ ■ ; ; this mode of transportation at a reduced 



All Communications should be addressed and * 



Remittances made payable to rate can be taken advantage of in the 



BETTER FRUIT PUBLISHING COMPANY ., ., . .. . 



Subscription Price: near, rather than in the remote future, 



In the United States, $1.00 per year in advance. {■_ f, u j4. shinments to the Atlantic spa- 



Canada and Foreign, including postage, $2.00, lor Irul[ *>"'pmenr.S to tne Atlantic Sea 



payable in American exchange. hoar( J and for export 

 Advertising Rates on Application. r 



== And this is what the Pacific North- 



Financing the Grower west fruit S rower needs, and needs now 



T,,___ . . .i . -ii — a relief from transcontinental freight 



HERE is one point that will great- e 



rates that are so high that Eastern 

 ly help in making the coming sea- , . , 



' , „ . . , apple growers during the past season 



son in the Northwest fruit industry sue- 



, , , , . , were able to self a barrel of apples at a 



cessful and that is for bankers and other , *, , 



, ... profit for what it cost the Northwest 



financial agencies to lend their utmost 



grower to produce and ship. v\ hile it is 

 assistance to the grower. As in many , , , , , 



„ , ., quite probable that the two steamship 



other lines of business at the present r 



' . , . . , fines that have announced that they will 



time the fruitgrower needs financial as- 



... , , . . .. handle large shipments of apples 



sistance and it is only by receiving it 



, , , ,, through the canal this year will do so 



that he can produce the maximum re- * 



„ . ,, . . . ,. largely for export, still the establish- 



sults in the way of producing the great- 



• , . , . , , » ■.. .. . ment of these water routes from the 



est volume of high-grade fruit. Jt is 



., , , , ,, i . .. Pacific Northwest is the opening: wedge 



necessary that he be enabled to continue ° ° 



,. , , , . that must lead to coast to coast ship- 



to practice the best methods in crop r 



... , ., , . . , ,, , ments. At any rate the handling of a 



production, despite the fact that uncer- , , „ 



. . . , . , . , large volume of the export box apple 



tainty and unrest are reported to be ° rr 



,, . , , . trade from the Northwest at a reduced 



causing the grower to take a somewhat 



.... . ... .... rate by steamship lines will be a big 



pessimistic view of the situation. ,» 



factor in making it possible for many 

 With reports of greatly reduced crops ,. .. . , 



' r growers to sell their product on a mar- 



owing to' frost damage, in most of the . P ~. 



° s ' gin of prom, 



fruit growing sections of the country, 



... ,, . . ,., n .„ XT ., These all water routes, therefore, 



with the exception of the Pacific North- 



. .i ., , r -. , , should be supported by being given all 



west, the outlook for a profitable season rr • 8 e 



• ., , ,. . , , the tonnage that they can handle in 



in the latter region appears to be ex- ° J 



j. i j T?- • i -i order that the service may become as 



ceedingly good. Financial assistance, ' 



.if'.,,.., . , xtended as possible, 



therefore in helping the grower to take r 



advantage of producing and placing 



on the market one of the largest and 



best crops ever shipped out of the 



Northwest should not be lacking. 



The close co-operation of the financial 



institutions of the Northwest in this 



respect will inspire a confidence that 



the fruit growing industry greatly needs 



May, 1921 



latest and most efficient ways of doing 

 business or of engaging in some special 

 industry, as well as to bring to the at- 

 tention of the reader the particular 

 article which the advertiser has to offer 

 the public. 



In fact, the advertisement of today 

 is a story — a sales story devoid of the 

 extravagant and unreliable statements 

 which so often characterized the mer- 

 chant's or manufacturer's appeal for 

 business through the printed page in 

 the past. In its place we have as a rule 

 a plain statement or sales argument 

 from the advertiser in presenting his 

 wares to the public. Along with this is 

 the fact that local and national associa- 

 tions of advertisers are just as anxious 

 to see that nothing but advertising that 

 bears the stamp of genuineness is 

 placed before the public and they act as 

 a safeguard against unscrupulous ad- 

 vertisers. 



The advertising in Better Fruit em- 

 bodies the best and most reliable that 

 can be presented to its readers and we 

 are satisfied that they will find its per- 

 usal both interesting and profitable. 



Our Advertising 



WE BELIEVE that the advertising 

 in Better Fruit should be just as 

 interesting to our readers as the articles 

 and news matter. Mlodern advertising 

 is educative. It is written nowadays to 

 keep the reading public posted on the 



The Outlook 



THE INCREASE in freight rates. 

 high production costs, a general 

 curtailment in buying and the deflation 

 program all had their influence in 

 making the past season for deciduous 

 fruits in the Northwest from being as 

 profitable as preceding seasons. 



Indications now are that the coming 

 season should be much more favorable. 

 So far weather conditions have been 

 admirable in the Pacific Northwest for 

 a good crop of all fruits, while produc- 

 ing costs along most lines show a ten- 

 dency to come down. The outlook for 

 improved business conditions in the 

 near future are promising as well as the 

 probability of a widening of the export 

 trade for all American fruits. 



Co-operative and other agencies for 

 handling the Northwest fruit crop are 

 getting in line on a much more settled 

 basis than seemed possible a few weeks 

 ago, so that expectations now lead to 

 the belief that the coming year should 

 show a successful outcome for the fruit 

 industry generally. 



