97 



stand at a strategic point to catch this trade. The sales, I 

 understand ai^proximatcd $1,CC0 for the season. AVasn't 

 that worth while? 



The west is just nicely entering upon this line of adver- 

 tising. Indications are that history is to repeat itself. Foi- 

 a decade fruit groAvers on the Pacific slope have been walk- 

 ing into eastern markets, taking the cream of trade right 

 out from under the nose of local growers. This was largely 

 through a superior product as regards standardization and 

 external appearance. Within the past two years our 

 eastern growers have been rapidly awakening to the fact 

 that two can play at that game. This accounts for our 

 rapidly improved methods of cultivation, grading and pack- 

 ing. We have not only the ability to standardize and pro- 

 duce fruit of fine external appearance, but fortunately can 

 produce the goods whose beauty is more than skin deep 

 I'hese conditions, when pv.t into effect, simply mean that the 

 eastern fruit grower will never again fear western shippers 

 as regards looks. We have all the west can produce and 

 quality in addition. For good measi^re, we are a few extra 

 thousand miles nearer the market. It is essential, however, 

 to note that the knowledge of these facts by fruit growers 

 alone is not sufficient Consumers must be told and con- 

 vinced. That is where enters horticvltur?l advertising. 



As I see it, histo'-y is to repeat itself in this same con- 

 sideration of adveitisinr. Those western brethren are now 

 walking into or.r markets Ivy d'nt of clever publicity and it 

 is up to eastern growers to wake rp and play at the same 

 game. I see nn fjocd reason why our growers must forever 

 ape thosp of <T,Q Avcst. Fr' ' "Jv v-^ li •vo some enterprise and 

 abilit..- n:-!,l , ';:■ ;aije the 1 energy to develop 



pubii .11 have seen in the markets a certain 



b' ■..;.- i•^.^-.o^K- ...%.,. i ; ,,-,•! o-.,! -■•onsumers 



i-ware by 

 .saving Ih? wrapr . d each specimen. This is simply 



adapting advcrtisin;; iuwhods to Knitici:lture, that have al- 

 ready proved a sr.cccss :'n other lines. There is no doubt 



