March, 1916. 



American l^ae Journal 



might represent a more convenient 

 single group, while northern Illinois 

 would group in with Wisconsin. Or 

 possibly such groups would be too 

 large, and these three States could 

 form into say eight local associations 

 each having from 50 to 200 members. 

 Assuming that 60 local associations 

 should be formed, including most of 

 the progressive beekeepers of the 

 United States, these might be divided 

 into ten groups of six each, one of the 

 six being made district headquarters, 

 and each ten district exchanges could 

 send national directors to a Central 

 Exchange. 



Get-together meetings might be much 

 more rare than in the case of the or- 

 ange growers, due to greater expense, 

 but they could be held periodically, 

 and form letters could be used in lieu 

 of them for ordinary purposes. 



To get united action in this matter is 

 the greatest problem in connection 

 with the entire project, and if the 

 American Bee Journal succeedsthrough 

 this article or a series of articles, in 

 securing national interest which will 

 result in a national organization it will 

 have done probably the biggest thing 

 that has ever been done in the indus- 

 try. Personally, I think organization 

 is bound to come, sooner or later, and 

 it is certain that the beekeeper who 

 takes the lead now in his community 

 and works for organization will have a 

 strong chance for preferment when 

 national organization finally comes. It 

 may come quickly or it may require 

 years. Everything depends upon how 

 many beekeepers take hold, read the 

 signs aright, pitch in and work for it. 

 That there are already some local or- 

 ganizations is promising. It shows that 

 local organization may be expected to 

 pay its own way even before the na- 

 tional organization is effected. And it 

 may be stated as a truism that associa- 

 tion of men engaged in the same line 

 of business always pays, and pays bet- 

 ter and better as the organization be- 

 comes wider in scope. It pays even if 

 the organization is merely for social 

 purposes. But it pays best when intel- 

 ligent plans are formulated to make it 

 pay. 



It has been implied that such a na- 

 tional organization, when finally se- 

 cured, could reduce selling costs to a 

 minimum, and could secure for its 

 members the best market prices. At 

 present I understand that many bee- 

 keepers depend upon cutting prices to 

 sell their product, but that doesn't 

 mean that they wouldn't prefer the 

 best market price if they could get it. 

 Local associations would be only the 

 first step towards national organiza- 

 tions, but it would be an effective step 

 towards maintaining prices, as has 

 been proved by the experience of the 

 Colorado Honey Producers' Associa- 

 tion. Their efforts are only partially 

 successful, however, as the individual 

 beekeeper who cuts prices is right at 

 their shoulder. A national association 

 would not eliminate competition. 

 There would always be those who 

 would stay on the outside and com- 

 pete. Nor would its desire be to elimi- 

 nate competition, for it would then be- 

 gin to smack too strongly of monopoly. 

 Its sole aim would be a cooperative 

 effort to increase the public demand 

 for honey by constructive advertising 



and to watch the markets with an 

 eagle eye so as to know where supply 

 is short and demand for honey active. 

 Honey rushed to such points can 

 always secure a good price. 



Incidentallythe advertising campaign 

 would try to make the public ask, not 

 for any old kind of honey but for the 

 special brand put out by the national 

 association, a brand which would be 

 protected and which only members 

 could use. 



Now I am going to take it for granted 

 that the beekeepers, however widely 

 scattered they may be, all came origi- 

 nally from Missouri. I am going to 

 try to shozv them briefly but clearly 



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How to Use 

 Lemons 



TKr 



e Ibcis 



liter 



I Ihe 



Ihe 

 will remove even ink 



wKich lemons aid housekeeping Besides being iKe bas 

 of hundreds of cha.ming desserts and making scores o( oth. 

 (oods mote delicious and digestible, lemons setve as (oilow 



Ai a Cleanser: No.hmg will clean soiled Sandi 

 quickly than a picte of Sonkisl lemon Rub it — 

 hands and rinse olT with water 

 or fruil Hams from ihe «km 



At a Hair Wash: Dip iKe hair in a bajin of warm 

 waler Rub the ju.ce of a SonVisl lemon into the scalp 

 Rinse tViotoughly, and div wiih a -ofl towel The lemon 

 juice removes dirt and errsse, Icavmg ihc hsi. soil and glowy 



At a Swetlener for the Stomach: Squeeze the juice 

 of half a Sunkist lerrion inio a g'a" of water and dnnW be- 

 fore breakfast tor a few mornings. 



To Make Tough Meatt Tender: Most cuts of meat 

 ate immensely improved in flavor and tenderness if boiled 

 in water in which a leaspoonful of Sunkisl lemon juice is 



To Make Washing of White Clothes Easier-. Sunkisl 

 lemon luice softens water and renders washing leas difficult 

 It helps to remove dirt and grease, whitening and freshen- 

 ing white clothes- Do not use in washing colored clothes 



There are stores and scores of profitable ways to use 

 lemons and their juice The above are modem short cuts 

 which hundreds of thousands of housewives now use to 

 make the days work easier 



Try them Then ask about other uses in which lemons 

 play the labor-saving role 



California 



Smimkii 



Practically Seedless Lemons 



It 



. lo. hH book -Sunkitl S*U<t. .nd Doi 



CALIFORNIA FRUIT GROWERS EXCHANGE 



■■IMlillllltiiiBinBIIIIIIIMIIIBIBIIIill 



Kind of Advertising Used to Advertise 



Lemons in Magazines of National 



Circulation 



how the California citrus fruit growers, 

 through cooperation, have put their 

 marketing operations on an efficient 

 business basis and have secured good 

 prices. Then, when I get through with 

 that, I am going to mention one or two 

 other selling campaigns which may 

 throw a little light on the honey-pro- 

 ducers' problem. 



EXPERIENCE OF ORANGE GROWERS. 



Back in 1895 the orange situation 

 was much what the honey situation is 



today. Though at that time our na- ■ 

 tional population was over 65,000,000, 

 nearly two-thirds of what it is today, 

 the California citrus growers found it 

 difficult to sell at a fair profit an orange 

 crop which was one-ninth the size of 

 the crop they sell at a good profit to- 

 day. These figures are absolutely au- 

 thentic. The California citrus produc- 

 tion in 1895 was less than 5000 carloads, 

 whereas the normal crop today is 45,- 

 000 carloads. The orange crop has in- 

 creased 900 percent, while the popula- 

 tion has increased 50 percent, and this 

 indicates what is an actual fact, namely, 

 that the people of the United States eat 

 today seven or eight times as many or- 

 anges in a year as they did in 1895. 

 What has changed their habits, in this 

 regard ? Nothing more nor less than 

 advertising. 



In 1895 they not only sold fewer or- 

 anges per capita, but they received a 

 smaller profit per box because the spec- 

 ulators got the producers to bidding 

 against each other. The speculators 

 knew the market. The producers 

 didn't. So they had to take what they 

 could get from the speculators. 



In 1895 orange growers were every 

 year afraid of over-production. 



And lastly, in 1895 the consumer, 

 when he bought a dozen oranges didn't 

 know what he was getting until he had 

 cut them open. He had no guarantee 

 that they were juicy and sweet, and 

 quite often some of them were not. 



About that time the California Fruit 

 Growers' Exchange was formed, be- 

 cause the growers realized that some- 

 thing w^uld have to be done to develop 

 a future for their business. To say 

 that it began working miracles right 

 from the start would hardly be an ex- 

 aggeration. It studied the science of 

 selling, and soon had the marketing 

 end of the industry on a business basis. 

 It began putting agents in the various 

 market centers, and when a carload 

 was ready for shipment it knew from 

 its agents where to send it to get a 

 good price. Fear of over-production 

 soon became a thing of the past. 



During the first five years of the Ex- 

 change's operation the citrus crop in- 

 creased 255 percent, from 1900 to 1905 

 it increased 71.7 percent, from 1905 to 

 1910 it increased 10.9 percent, and from 

 1910 to 1914 it increased 48.5 percent. 

 Two hundred million dollars is now 

 invested in this industry in California. 

 It may be said that the putting out of 

 agents was a form of advertising. At 

 least it was personal salesmanship. 

 Representing the citrus growers as 

 they did, these agents did active pro- 

 motion work for oranges in their ter- 

 ritories, and it was their work in con- 

 junction with general promotion work 

 by the Exchange that marketed two 

 crates where one had been marketed 

 before, in the first few years. 



In 1902 Pres. Story, of the Exchange, 

 began agitating the question of news- 

 paper advertising as a practical method 

 of increasing consumption of exchange 

 oranges and lemons. He was finally 

 successful with his associates, and ar- 

 rivals of carloads of California oranges 

 at various markets began to be an- 

 nounced in the local newspapers. These 

 announcements grew more frequent as 

 they were seen to influence consump- 

 tion, until finally the advertising cam- 



