TESTIMONY OF PROMINENT WITNESSES 43 



process has been perfectly simple. Advertising has widened the 

 market. The widened market has made possible certain large- 

 scale, cooperative processes in production and marketing and a 

 standardization, whereby all possible wastes have been eliminated. 

 This has left more income to the producer of the fruit, and a smaller 

 cost for a better orange to the consumer. It has produced "sav- 

 ings," not "profits," as the cooperators term it. 



Concerning the standardizing of the product and the advertis- 

 ing of it, the manager above quoted goes on to say: 



"Primarily, the function of our advertising is to increase the consumption 

 of citrus fruits. To do this it is necessary to have a brand around which we 

 can build our advertising arguments. This brand is the consumer's protection. 

 It is his guarantee as to the quality of the fruit. In other words, we want him 

 to feel that all he needs to know about an orange or lemon is that it is "Sun- 

 kist." We must make the consumer realize that the name "Sunkist" on an 

 orange or lemon means just what the Sterling mark means on silver. Our 

 advertising will create in the minds of the consumers a public consciousness 

 of the food value of oranges and lemons. This can only be done by maintaining 

 the highest possible standard of quality, for unless an article has quality, it 

 cannot be successfully advertised. The permanent prosperity of the citrus 

 industry depends on getting a sufficient number of people to use oranges and 

 lemons, and this can most thoroughly and economically be accomplished by 

 giving the public the reasons why they should use them and suggesting to 

 them the various ways in which they can be served. Advertising is not a 

 mysterious thing. It is simply telling the people the truth about the thing 

 we have to sell and telling them through those channels in which they have 

 confidence and to which they are accustomed to look for information and 

 guidance." 



The foregoing discussion is given at some length to illustrate 

 the truth that an increase in production is good for the farmer 

 where an increase in demand keeps pace with such increase in 

 production, but that an increase in the production of staple crops, 

 where demand is stationary, is bad for the farmer. 



Testimony of Prominent Witnesses. The bonanza farm of the 

 West and Northwest is a wheat farm. It stands for specialization. 

 The small farm, on the other hand, is generally used for diversified 

 farming. In industry the trend of modern times is towards special- 

 ization. In farming there are two discernible tendencies, the one "\ 

 towards specialization on the large farm, the other towards diver- J 

 sification on the small farm. The advantages of these two are / 

 open to debate. Doubtless local conditions must be the deciding 

 factor in either case. Volume X of the Industrial Commission 

 Report quoted above, contains the following digest of testimony, 

 pro and con, on the advantages of the small farm, as given by 

 practical farmers. 7 



7 Report of Industrial Commission. Vcl. X, Washington, 1901, pp. 

 CXCVI-CXCVII. 



