98 



iil)()nl how this has increased the eonsiunption on that par- 

 ticular brand of orange. When figured out in dollars and 

 cents, advertising cost is small as compared with what the 

 loss would be, following a big crop with only ordinary d*^- 

 niand. 



There are dozens of ways to go at this advertising game. 

 New ones will suggest themselves from time to time. How- 

 ever, there is one other point I wish to emphasize especiallv 

 and that is the immense possibilities that might follow asso- 

 ciated efl'ort to finance an advertising project. For instance, 

 apple growers in the apple valley across the Connecticut 

 river, in this state, formed an association last season. Sup- 

 pose these men co-operatively undertook an advertising 

 campaign with a particular brand of apples upon Avhich they 

 are to specialize. Within two or three years the demand 

 for their goods would l)e so keen that prices would be appre- 

 ciably above normal. That this is not visionary is proved 

 by the tangible results secured by the Oxford County Bears 

 fruit growers' association in IMaine. Their associated effort 

 in creating a strong demand for goods has met with remark- 

 able success. A co-operative financing of such a project can 

 l)e approached in various ways, but the important thing is 

 to do it. This, of course, being Avith the proviso that the 

 ])roduct is high grade to begin with and will be so main- 

 tained. You see I continuallj^ come back to that same point 

 of (luality and relial)ility. It is our present weakness and 

 it is a wise man wdio knows and recognizes his weaknesses. 

 Our slogan is to have produce worth advertising; otherwise. 

 why bother? The very first lesson of horticultural adver- 

 tising is standardization, uniformity and quality. 



To epitomize the essentials that I have tried to call to 

 A'our attention, let me summarize, to wit: 



1. It is not sufficient to talk long and loud about 

 better fruit of miiform and desirable quality. We must 

 produce it. Otherwise we fail in the alpha and omega 

 of horticultural advertising. 



2. Given a product, let us standardize it, correctly 



