THE CANADIAN HORTICULTURIST 



December, 191 4. 



"Johnny-on-thc-Spot," on ftkids or on 

 truck, will take care of all your chores — 

 punipinx, wparadnK cresni. pulping, 

 rhurniuic, wuiiidk. ft*' 



Slop waiting your ttine and energy in 

 unelens drudgery. Let "Johnny-on-tbe- 

 Spot" do' it — one of the famous Cil.^OQ 

 "Goes Like Sixty " Line — n hii'h quality 

 engine »t a low price WHITK I'OH 

 CATALOaUK AND FULL PARflCU- 

 LARS. ALL SIZIS. 



Gilson Manufacturing Co. 



Lifnitcd 



10 York St., Guclph, Ontario 



Apple Advertising Campaign Commended 



D. Johason, Dominion Fruit Commissioner, Ottawa 



XMAS PRICES 



FOR 



FRUIT AND 



VEGETABLES 



At this Christmas season our 

 good facilities will enable us to 

 get you top prices for your Fruit, 

 Vegetables and General Produce. 

 We have a large connection on the 

 Toronto market as well as branch 

 warehouses at Sudbury, North Bay, 

 Cobalt, Cochrane and Porcupine. 

 Competent men are in charge at 

 each point. Our branches form a 

 ready outlet in time of congestion 

 on the Toronto market. We never 

 have to sacrifice your interests. 







REFERENCES 



Canadian Bank of Commerce { Market 

 Branch) and Commercial Agencies. 



Send lor Shipping Stamp 



H. PETERS 



88 Front St. E., TORONTO, On^. 



IN watching this season's operation, it 

 has been driven home to me more and 

 more that for the great bulk of apples 

 there is too great an expense from the 

 orchard to the consumer. I do not for 

 one moment wish to criticize the reason- 

 able middleman or insinuate that there is 

 not a place for well packed apples in boxes 

 and barrels. Well packed fruit cannot be 

 too much encouraged and will receive all 

 possible assistance from the Dominion De- 

 partment of .Agriculture, but Canada is not 

 consuming the amount of apples that she 

 should. Not one-quarter of the fruit is 

 being consumed in our cities that would be 

 consumed were it not for the expense of 

 placing it in the hands of the consumer. 



Tlie fact that .so many inquiries were re- 

 ceived is also a good indication that the 

 public are giving attention to apples. In 

 Washington I was told by a large associa- 

 tion that by the expenditure of ten cents 

 a box in advertising on a certain number 

 of carloads of apples they increased the 

 net price twenty-five cents a box, or in 

 other words, an expenditure of ten cents 

 brought them in thirty-five cents. 



We know what has been accomplished by 

 advertising in western land booms which 

 have attracted attention from all parts of 

 the world, filling the country with an indus- 

 trious population and increasing land 

 values two or three hundred per cent. We 

 also know what advertising has done in 

 increasing the consump- 

 tion of bananas and 

 oranges in Canada. It 

 is an alarming fact that 

 while apples have not in- 

 creased in consumption, 

 yet the imports of these 

 fruits have increased in 

 value from $1,891,539 in 

 1903 to $6,525,518 in 1913, 

 or an increase of 326 per 

 cent, in the last 10 years. 

 In view of these facts, 

 I think the time has ar- 

 rived for the Canadian 

 apple growers to proclaim 

 to the world through the 

 medium of advertising, 

 the value of their product. 

 And, while we would not 

 advocate the adoption of 

 all the methods by which 

 advertising has increased 

 the price of certain com- 

 modities, yet the principle 

 of advertising is right, 

 and could be followed with 

 equal advantage to pro- 

 ducer and consumer ; and 

 Sample Adv "liiement* Used by the Dominion Government in its I believe that if the van- 

 Recent Apple Advertising Campaign. ous associations had this 



year set apart five 



The well-to-do people will always buy 

 apples in barrels and boxes, but the work- 

 ing people cannot afford to do this. They 

 may buy a barrel or a box, but they will 

 not be able to eat the quantity that they 

 desire. I believe that 50 per cent, of the 

 population of our cities are scarcely touch- 

 ing apples at all, and those who are using 

 them are not eating half as many as they 

 should. 



The Government undertook an advertis- 

 ing campaign this fall to try and attract 

 the attention of the masses to apples. This 

 campaign was carried on for seven weeks, 

 and at an expenditure of something over 

 $12,000. The result has been that some- 

 thing like 36,000 letters of inquiry have 

 been received asking where apples can be 

 got, and how they should be served. Of 

 course, it is impossible for the Government 

 to advertise any particular grade of apples 

 or any particular price. If the growers 

 themselves had reinforced the campaign by 

 advertisements as to the price and quality 

 of apples which they could offer, it would 

 have assisted tremendously in the market- 

 ing of the crop. As it is, we are advised 

 by wholesale and retail dealers all over 

 Canada that the demand was greatly in- 

 creased by the effort s put forth in that way. 



•Extract from an address delivered at the re- 

 COTt anntial convention in Toronto of the Ontario 

 Fruit Growers Association. ^"..aim 



or ten cents a barrel for advertising pur- 

 poses they would have brought their names 

 prominently before the public and have 

 secured for themselves a good reward for 

 the expenditure. In addition to the home 

 market, there are also the great fields of 

 Europe to be exploited, South .America. 

 Australia, and South Africa, in which a 

 vigorous commercial and advertising cam- 

 paign would bring an enormous increase 

 in the consumption of our fruit. 



I am heartily In favor of the widespread 

 movement for bringing into action up-to- 

 date publicity methods for increasing the 

 sale and consumption of the apple. Wide- 

 awake business has long passed the stage 

 when a doubt existed as to the value of ad- 

 vertising, but fruit growers, as a class, have 

 somewhat lagged behind the van of pro- 

 gress. Growers and shippers everywhere are 

 beginning to wake up to the error of their 

 ways, and to join hands for the long pull, 

 the strong pull together, that should result 

 in making the excellencies of the King of 

 Fruits known throughout the length and 

 breadth of the continent — J. Forsyth Smith, 

 British Columbia Market Commissioner, 

 Victoria, B. C. 



Fruit spurs are easily recognized by their 

 short scraggy appearance on the branches. 

 Leave them intact. 



