for the Association. To make the Association the success it can be 

 and will be, we must be able to show the producer an advantage in 

 belonging to the Association. As soon as this can be done every 

 poultryman will be a booster. 



Today, the Association has the power of showing directly to each 

 member a big advantage in belonging to the Association if this-power 

 is duly exercised. Give any one man on the merchants' exchange all 

 the eggs of the Association and he will make a good profit on them. 

 Every man handling eggs in San Francisco today would jump at the 

 chance of handling the Association eggs. Why? Because with such a 

 block of eggs fresh from the ranches he could fill the orders, and having 

 this definite quantity to depend upon he could organize an advertising 

 campaign that would move the goods. If any individual can take the 

 eggs of the Association and realize upon them, so can the Association. 



The Association has the freshest eggs on the San Francisco market, 

 and there is no reason why they should not be the best graded. Having 

 both the quality and the quantity, there is no reason in the world why 

 an advertising campaign could not be launched that would sell our 

 goods to the best advantage. The buying public are only waiting for 

 an opportunity to get eggs direct from the ranch, and when they can 

 be allowed to go direct to our Association and get eggs gathered twice 

 per week from the producer they will do so and will need no urging. 

 Let the other fellow handle the little dribs of eggs gathered up and held 

 by the country grocery stores, but let us give the buying public a chance 

 to get our reliable eggs direct from the ranch and we will then be 

 serving the public through both the producer and consumer. The 

 purpose of this Association is to bring the producer in closer touch with 

 the consumer, and the more directly we can deal with the consumer 

 the better for both. The Association wants to get better goods to the 

 consumer at the least cost possible, and at the same time wants to 

 protect the producer from having his produce gambled with through 

 too many hands before it gets to the consumer. The quicker the 

 produce reaches the consumer, the better quality and the cheaper. 

 Our sales system must find the very shortest road to the consumer 

 before it will have maximum results. If we put on an advertising 

 campaign educating the public as to our reason for existing, we will 

 have the full co-operation from the very first. With the block of eggs 

 already in our control we will be justified in such an advertising cam- 

 paign which will sell all our eggs and at the same time cause more 

 to be used. 



If the consumer felt sure that out of every twelve eggs ordered he 

 w r ould get twelve good fresh eggs, he would call for eggs oftener. 

 Many families forego eggs for the simple reason that the eggs have 

 passed through so many hands that they are stale. With our eggs 

 gathered in from the ranches twice per week, we have the finest oppor- 

 tunity in the world to serve the public. 



Here are some self-evident facts. We know that we must meet our 

 competitors in the buying field, in order to satisfy our members and 

 gain strength in new members. We know that we cannot do so under 

 our present sales agreement to the Merchants' Exchange. We know 

 that we will never be able to do so as long as we allow an individual or 

 a group of individuals to sell our eggs for us. We were organized for the 



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