June, 1916. 



Freight Shipments Must Be Protected 



was on the floor of another store so 

 that the two examples did not occur 

 in the same establishment. Although 

 the honey was of about the same 

 quality, the more attractive package 

 sold for fifty cents more per case than 

 the other. Someone had bought in- 

 ferior cases and had probably saved a 

 few cents in the price but it cost two 

 cents per pound in the selling price of 

 the honey. The producer who must 

 sell in a distant market should in- 

 sist on the best possible quality in 

 shipping cases, and before placing an 

 order for supplies should know that 

 the quality is O. K. 



In this establishment the writer was 

 shown a model shipment of comb 

 honey. The grading was remarkably 

 uniform, the sections were perfectly 

 cleaned and the cases as clean and 

 white as one could wish. This honey 

 was selling at the highest price the 

 market would afford. Possibly the 

 curiosity of the reader may be arous- 

 ed as was that of the writer to know 

 where this honey came from. The 

 only thing that worked against it 

 was the fact that it was western 

 honey and western honey has the re- 

 putation of granulating in the combs 

 more easily than eastern honey and 

 the buyers are somewhat partial to 

 eastern honey on that account. This 

 honey, however, was so nicely put up 

 that its appearance insured a good 

 sale. When asked where it came from 

 the dealer replied, "Why that comes 

 from Frank Rauchfuss of the Colorado 

 Honey Producers." It thus became 

 apparent that the advantage which 

 this organization has gained in east- 

 ern markets is the result of the care 

 used in grading and packing their 

 product before it leaves their hands. 



ATTRACTING THE CONSUMER. 



After noting the great advantage 

 that attractive packages had in whole- 

 sale sales the writer was more inter- 

 ested than ever in the retail package. 

 Retail stores were visited in the best 

 part of Chicago where the rents paid 

 for space would make most of us gasp. 



American l^ee JoarnS] 



Those stores sell to higli class trade 

 iiiid ttiey are as neat and clean as a 

 parlor. The first one visited offered 

 "Airline" honey. When asked if they 

 handled no other kind they replied 

 I hat they did not. The writer then 

 cmiuired whether it was because the 

 public insisted on "Airline, owing to 

 its advertising, that they handled no 

 other. The reply was that it was be- 

 cause of the clean packages in which 

 it was offered. The salesman then 

 showed the comb honey in clean, 

 tight cartons, and the extracted jars 

 wrapped in oil paper. There was no 

 dri[) and every separate section or jar 

 was as nice and clean as any other 

 line which they had on their shelves. 

 The public asked for "Airline" honey 

 because of its advertising, but most 

 buyers would as readily accept any 

 other if equally attractive. This 

 dealer handled "Airline" honey be- 

 cause it was clean and saved him 

 the annoyance of dirty packages. 

 The reason was clear enough and we 

 went out to find a store that handled 

 something else. We found it but a 

 few doors away and the honey was 

 the only sticky package that we found 

 in that store. The extracted honey 

 packages were sealed in the ordinary 

 way and nearly every one showed a 

 slight drip down one side. This little 



189 





5 GflLS. 



V,^;:;':...,...:,.„ji^:-r". 



HONEY 



« 



streak of honey would catch all the 

 dust and thus it soon became any- 

 thing but attractive. The label was 

 printed in only one color so that al- 

 together there was no comparison in 

 the appearance of the brands. Had 

 the writer been in search of honey for 

 his own table it is easy to guess which 

 he would buy if he knew nothing of 

 either producer. Further more he 

 left the store with the feeling that he 

 had learned some lessons which he 

 could utilize to good advantage in 

 marketing his own honey crop. One 

 does not have to look far to see that 

 money spent in putting up our pro- 

 duct in the most attractive package 

 will come back several times over 

 when we sell the crop. 



PACKAGE MUST FIT THE TRADE. 



This brings us to another consider- 

 ation; the kind of package in which 

 to ship. This depends altogether on 

 the trade to which the honey is to be 

 sold. If to a buyer who will sell it 

 again under his own trade name it 

 should have no mark of any kind ex- 

 cepting the net weight which the law 

 requires. If on the other hand it is 

 to be sold through some regular 

 channel which recognizes the pro- 

 ducer's trademark as an asset it 



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USE STANDARD PACKAGES AND HAVE THEM CLEAN AND NEAT 



