27 



road, by that overlapping of 1500 miles. Now, those are 

 Toughly speaking, some of the problems. Another one is 

 the line of advertising, and one I do not believe I have men- 

 tioned to you before. Yon say, "This advertising propo- 

 sition is strictly a large, organized movement and must be 

 such, "but that isn't the case. I am acquainted with grow- 

 ers who are making good on their personal advertising prop- 

 ositions, who are labeling their fruit honestly and stating 

 the character and contents of the package, and they are get- 

 ting an increased price by from five to 10 and 20 percent 

 above the average market quotations and movements of the 

 fruit in the big central sections. 



How is that done? It is done in a very simple man- 

 ner; and I might speak very briefly on those points just a 

 few words which you might carry home and apply to your 

 own business. You go on the Philadelphia market or New 

 York market and you will find Horace Koberts' apples or 

 peaches from his farms in Morristown, New Jersey, which 

 are one out of two or three of the largest farming opera- 

 tions in that garden state. They are placed on the market 

 in the ordinary basket, as is practically all the fruit coming 

 from New Jersey to the Philadelphia and New York mar- 

 kets, but distinguished by a simple blue rim. He buys his 

 supply of baskets in advance of the season and has his men 

 painting these baskets blue during off times in the winter. 



That blue-rimmed basket has meant more to him than 

 you and I can estimate in dollars and cents. The Hebrew- - 

 who is handling the great volume and bulk of the fruits and 

 produce on the market today before it reaches the hands of 

 the ultimate consumer, is too stupid in many instances to 

 remember your name and mine. He comes into the market 

 and sees these blue-rimmed baskets in the wholesale store 

 and immediately that designates or signalizes to his mind an 

 honest farmer, and he says, "That basket gave me satisfac- 

 tion the last time I bought it." Consequently, he buys that 

 basket of fruit, and is willing to pay five, ten and fifteen 

 cents more for it. 



