Page 1 6 



BETTER FRUIT 



HOOD RIVER, OREGON 



Official Organ of The Northwest Fruit Growers" AssoiMation 

 A Monthly Illustrated Magazine Published in the 

 Interest of Modern Fruit Growing and Marketing 



All Communications Slinuld Be Addressed and Remittances 

 Made Payable to 



Better Fruit Publishing Company 



E. H. SHEPARP, Editor and Publisher 

 H. E. VAN I>EMAN. Contributing Editor 



STATE ASSOCIATE EDITORS 

 OREGON 



O. I. Lewis, Horticulturist Corvallis 



H. S. Jackson, Pathologist CoiTallis 



H. F. Wilson. Entomologist Corvallis 



WASHINGTON 



Iir. A. L. Melander, Entomologist Pullman 



O, M. Morris. Horticulturist Pullman 



COLORADO 



C. P. Gillette. Director and Entomologist Fort Collins 



E B. H»use, Chief of Department of Civil and Irrigation 



Engineering. State Agricultural College Fort CoUins 



E. P. Taylor, Horticulturist Grand Junction 



IDAHO 



W. H. Wicks, Horticulturist Moscow 



W. S. Thornber, Horticulturist Lewlston 



UTAH 



Dr. E. D. Ball, Director and Entomologist Logan 



Leon D. Batchelor, Horticulturist Logan 



MONTANA 



O. B. Whipple. Horticulturist Bozemau 



CALIFORNIA 



C. W. Woodworth. Entomologist Berkeley 



W. H. Volck. Entomologist Watsonville 



BRITISH COLUMBIA 

 R. M. Winslow, Provincial Horticulturist Victoria 



SUBSCRIPTION PRICE: 



In the United States, $1.00 per year In advance 



Canada and foreign, including postage, $1.50 



ADVERTISING RATES ON APPLICATION 



Entered as second-class matter December 27, 1906. at the 



PostntlU-e at Hood Itivpr, Oregon, under Act 



of Cont-nss of Mnrch 3. 1879. 



"Better Fruit," Past, Present and 



Future. — Nine years ago, I, E. H. Shep- 

 ard, editor and sole publisher of "Retter 

 Fruit," on account of the progrcssive- 

 ness of horticulture, conceived the idea 

 that the fruit grower, particulaii.v in 

 the Northwest, wanted a different kind 

 of paper from any that was being |)ub- 

 lished. Therefore, after a great deal of 

 thoueht and study, 1 planned the policy 

 of "Retter Fruit" along original lines 

 and published the first number in July, 

 190(). 



My idea was that the fruit grower 

 wanted practical information about 

 every featuie of the business. 1 be- 

 lieved that in order to convey this 

 information in an effective way that it 

 would be necessary to illustrate many 

 features in different articles; I believed 

 that the fruit grower wanted a high 

 class publication in every respect ; I be- 

 lieved that he wanted it In attractive 

 form, printed on good paper, hand- 

 somely illustrated, and I believed that 

 it could be rendered additionally at- 

 tractive by running the front cover 

 pages without advertising. In the first 

 issue I outlined what the policy of 

 "Retter Fruit" would be and have con- 

 sistently stuck to that policy, varying 

 it slightly to meet changing conditions. 

 The articles have been valuable, in- 

 structive, scientific and practical. They 

 have been handsomely illustrated with 

 the best engraving that could be done; 

 the paper has been sixty-pound book 

 stock, with cover pages of eighty-pound 

 stock; the piinting typographically has 

 been artistic; the advertising has been 

 clean; the articles advertised are prac- 

 tically all those which the fruit grower 

 uses or consumes, either directly or 

 indirectly, in his business. 



BETTER FRUIT 



It was evident from the hrst that 

 "Retter Fruit" was the kind of publica- 

 tion that the fruit grower wanted. It is 

 with some pride that I feel ju.stified in 

 ■saying that "Retter Fruit" has been a 

 success. Ry that I mean it has been 

 appreciated by the fruit grower and 

 produced results for the advertiser. I 

 say "appreciated" because the fruit 

 growers have subscribed generously 

 and continuously. The subscription list 

 has increased in a moderate way, regu- 

 larly; the advertising has continued 

 steady. I believe "Retter Fruit" has 

 carried regularly in each number for 

 nearly nine years more pages of adver- 

 tising than any other similar publica- 

 tlon,"so therefore I think I am justified 

 in saying "Retter Fruit" has met with 

 success. I believe it was been a success 

 inasmuch as I have achieved something 

 that has bettered the fruit industry and 

 helped the fruit grower. I have worked 

 faithfully and energetically for ten 

 years in accomplishing this achieve- 

 ment. 



"Retter Fruit" has been more than 

 successful. It has been progressive; it 

 has always taken the initiative and in 

 many instances has anticipated the 

 conditions and necessities of the fruit 

 industry. It is with considerable satis- 

 faction that I call attention to a few of 

 the vital factors which "Retter Fruit" 

 has advocated in advance, as necessary 

 in connection with the fruit industry. 

 In 1912 I realized that a greater con- 

 sumption of apples was going to be 

 necessary in order to sell the increased 

 quantities that would be produced on 

 the increasing acreage which was being 

 set. Therefore in October, 1912, "Retter 

 Fruit" published a special edition called 

 "The Educational Cooking Edition— 2(19 

 Ways of Serving Apples as Dessert." 

 While this edition commanded a great 

 deal of attention and much interest, the 

 idea really did not take root and was 

 not utilized in an extensive way by the 

 fruit industry until in 1913 when the 

 International Apple Shippers' Associa- 

 tion published a booklet entitled, "197 

 Ways of Serving the Apjile as Dessert," 

 of which over half a million copies 

 were sold. In 1914 the Oregon-Wash- 

 ington Railioad & Navigation Company 

 published a booklet of "l.'iO Recipes for 

 Serving the Apple," employing a special 

 demonstrator to travel throughout the 

 country to show the people how to cook 

 apples. In 1913-14 a demonstration in 

 cooking apples was given at the Na- 

 tional Apple Show at Spokane. 



In 1912, realizing in advance that 

 many of our lower grades would not 

 .justify Eastern freight shipments and 

 that much fruit would go to waste dur- 

 ing the period when the markets were 

 glutted, it was very clear to me that it 

 would be necessary for the Northwest 

 to give attention to by-inoducts, so in 

 May, 1913, I published a special edition 

 of "Retter I'ruif" devoted to by-prod- 

 ucts, with another in April, 1914. The 

 trustees of the National Apple Show at 

 Spokane were quick to catch the im- 

 portance of this suggestion as a future 

 need for the industry and in 1913 called 

 a conference which resulted in a com- 



Jainiarx 



MUSTONIA 



Will Save Your Trees 



Use this Powerful Insecticide 

 For Blight, Rust, Scale, 

 Scab,Codlin Moth and 

 All Aphis 



BACTERIA 



To the number of about 1-00 species 

 stand ready to attack your orchards; 

 some of them may be busy already, 

 working day and nisht and costing 

 you hundreds of dollars. MUSTONIA 

 will destroy them and prevent them 

 coming again. 

 PLANT LICE 



Especially on apple trees, aphis are 

 very destructive. MUSTONIA will 

 remove the apple aphis, Eyuropean 

 grain aphis and the clover aphis, and 

 keep your trees clean and free from 

 rust, scale and scab. 

 BLIGHT 



Birds, bees and insects carry blight 

 from tree to tree. Prevent its rav- 

 ages with MUSTONIA. 

 Spray with MUSTONIA three to four 

 times a year and your trees will be 

 healthy and vigorous. Get your order in 

 early for spring delivery. Write for lit- 

 erature on spraying and tree ijlanting. 



E. LEECH, F. R. H. S. 



Manufacturer 

 STEVENSVILLE, MONTANA 



mittee being appointed which did splen- 

 did work in this line of development. 

 Another conference was called in 1914 

 and a new committee has been named 

 for the year 191,'), which will endeavor 

 to furnish all the necessary informa- 

 tion about by-products facilities. They 

 will also assist in forming a marketing 

 organization for the disposal of prod- 

 ucts at satisfactory prices. 



In 1909, realizing the exorbitant retail 

 price of apples was a menace to con- 

 sumption, I began a crusade against 

 exorbitant retail profits. I, like every 

 other reformer, was much criticized, 

 and it took almost five years for this 

 idea to sink in and take root. Rut again 

 the anticipation of "Retter Fruit" was 

 realized, although it took five years to 

 do if, and today every fruit grower is 

 up in arms against the exorbitant retail 

 prices at which apples are sold. Per- 

 haps more significant than this is the 

 fact that the International Apple Ship- 

 pers' Association have advocated that 

 every dealer use his influence to induce 

 retailers to sell apples at a reasonable 

 profit and so help increase consump- 

 tion. 



In 1904, over ten years ago, the editor 

 of "Retter F'ruit" conceived the neces- 

 sity of fruit growers' associations in 

 order to assemble the products, prop- 

 erly load them to meet the requirements 

 of the trade, and distribute them over 

 the United States. My addresses at the 

 dilferent horticultural meetings were 

 listened to. but at first there was little 

 indication that any result would follow. 

 In fact, I do not think I would be de- 

 parting much from the truth if I were 

 to say that these addresses at that time 

 were considered (|uite idealistic, and in 

 reality a .joke, but in ten years the idea 

 as urged by the editor of "Retter Fruit" 

 in reference to associations in the 

 Northwest is so generally admitted to 



