201 



sumer. The great difficulty with the house-wife is that she 

 does not know and has no way of finding out. It needs 

 ])ublicity and there are very few individual groAvers who 

 jiroduee enough stuff to pay them to advertise to inform 

 the consumer what is in the market. There are two Asso- 

 ciations that have tried it; Mr. Atwood, of New York, who 

 is a man of very large means, has a verj^ large grape fruit 

 grove outside of Tampa, and his production this year is very 

 large, and he decided that he would carry on a campaign 

 of National publicity for his grape fruit, and he told a friend 

 of mine that he had found it paid him, there was a demand 

 tor his grape fruit and he would sell it at much more money 

 than enough to pay the cost of advertising, but to do that is 

 only possible because he had a very large amount of fruit. 



It is the same way with these Sun Kist oranges and this 

 i'ruit campaign from Florida. It costs a vast amount of 

 money for the consumer to be informed what is being offered 

 and directed what to buy. and the average producer, no 

 matter how large, is miable to do that. Another point, the 

 average consumer to-day does this, they will take an inter- 

 tst in any new scheme of selling for a very short time, but 

 what they want to do is to save labor. The average house- 

 keeper to-day telephones the grocer what she wants. The 

 idea is that she doesn't want to bother, and if you get her 

 interest aroused by some campaign, she will start for a few 

 days and keep it up and be all interested, but by the end of 

 three or four weeks it dies down. A\'e tried that in New 

 York two or three years ago, and it became quite the thing 

 to do, to come up there and huy. There were automobiles 

 around this market in the morning and everyone was talk- 

 ing it over. We had an arrangement whereby w^hen they 

 arrived a boy followed them and carried everything back to 

 their barrel. Avhich was shipped home for a quarter. For a 

 while it was the thing to do, go up in the morning, and 

 everybody was there, and then people got tired of it and 

 gradually it petered out. 



MR. JENKS: There is another phase of the idea of the 



