91 



As to the second factor, may not the farmer produce a 

 high grade product? Who or what will dispute his right 

 except the limitations he himself imposes? Naught but his 

 own ambition, judgment and enterprise determine the pro- 

 duct. Even frost and drouth are amenable to his foresight 

 and tenacity. No manufacturer ever had more complete 

 control of his product. Yet the fact is that the manufactur- 

 er standardizes and inspects his product, rejecting the in- 

 ferior; while the farmer bunches the lot or slips in an 

 occasional specimen below par, believing he can get by, 

 reaping first prices for second grade quality. Such have 

 not yet grasped the subtle influence of advertising. Just 

 such things as finding a few small apples in the middle of 

 the barrel advertise the grower unfavorably and decide th-. 

 buyer to purchase elsewhere next time. Any reputable 

 manufacturing concern never thinks of sending out a pro- 

 duct below the standard sold. It would not dare to and in 

 the aggregate, millions of dollars are spent by them standing 

 back of their goods and guaranteeing to be as recommended. 

 The fruit grower has the same po.ssibilities in manufacture 

 and grading completely under his control, just as much so 

 as a manufacturer who makes cream separators. It would 

 seem that it is only ordinary horse sense which tells us that 

 if other business enterprises cannot succeed by selling pro- 

 ducts below standard, the fruit grower should not try it. 

 Experience is a good but expensive school. Manufacturers 

 k-arn their lessons quickly, but judging from the fruit often 

 found on the markets bearing No. 1 brand, it appears some 

 fruit growers will never learn their lesson. These are fa- 

 miliar facts to all, but if you please, we are looking at them 

 from a new angle — that of advertising. 



Regarding the third factor of reasonable price, I believe 

 the farmer is at no disadvantage when compared with the 

 ordinary manufacturer who advertises so liberally. As a 

 matter of fact, I think the average farmer sells his product 

 at a lower or more reasonable price than the manufacturer 

 does his. This for various reasons. One is that the manu- 



