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434 MINNESOTA STATE HORTICULTURAL SOCIETY. 



petite for strong drink. You will have better citizens in your state 

 if you will make them larger consumers of fruit. 



California has done more in a business way to advertise its 

 products than any other state. By organization and the co-operative 

 expenditure of vast sums they have created a demand for oranges 

 and other po]mlar fruits that was not thought possible a few years 

 ago. People are eating more oranges because they have been got 

 in line, but it would not 1)e exaggeration to say that teu'ti'mes the 

 quantity could be consumed if an effort was made in an advertising 

 direction to anywhere near the extent that some other lines of busi- 

 ness are mailing. Take for exam])le. health or cereal foods. Any 

 one with a Hour mill at hand anrl a pile of sawdust can start an 

 advertising proposition along health food lines and sell it by the train 

 load. It is being done — if not out of sawdust out of something that 

 costs but little more — and it is very good stuff' too, most of it at 

 any rate. If you have any doubts about this, make a little inquiry, 

 and I am sure you may satisfy yourself. 



A much more sensible thing to advertise is the product of the 

 orchard, the vine, the bush or plant. True, it is seasonable, but it 

 should be handled with that end in view. Things are advertised 

 that are seasonable. For example, seeds and many another thing that 

 you buy for use on your farm. It is the intensive farming idea that 

 is the order of the day. The range is giving place to the ranch, 

 and the ranch is being divided up into small farms. 



More and better product is the object of this society, I take it ; 

 but what is the use of producing more and better fruit if you cannot 

 sell it for a better price and cannot make more out of it. There is 

 no use hiding your light under a bushel. How many of you have 

 acquainted your neighbors, even, of what you are producin-^? More 

 than that, you must reach beyond your neighborhood and become 

 a business man in the broader sense of the word if you expect to 

 attain a commanding position. Make your knowledge of fruit grow- 

 ing shine forth wherever your fruit or name goes. Don't let the 

 other fellow dictate terms, make your own terms. Create the de- 

 mand by a judicious system of advertising, and you can dictate 

 terms. If you are simply a producer, nothing more, the commission 

 man tells you what he will do with you, and he generally '\ioes you." 



Advertising in local newspapers or in the papers that are best 

 suited for your particular purpose, I recommend most heartily, but 

 it will not be complete unless you follow it up with attractive and 

 well prepared auxiliary literature. A good circular or l)Ooklet with 

 good stationery are necessary helps. When you receive an inquiry 

 in response to your advertising, you should make it your positive 



