SPECIAL FRUIT ORGANIZATIONS 245 



for the fruit. A little booklet was printed entitled "197 

 Ways to Prepare the Apple/' and sent into the homes 

 of the consumers. At first these were distributed among 

 the families of the larger cities. An effort is now being 

 made to place one of these books in the home of every 

 family in the United States. Nearly 100,000 copies have 

 already been sent out. 



Some of the fruit exchanges and selling organizations 

 are doing the same thing with other kinds of fruit. The 

 California Fruit Exchange has a booklet on numerous 

 ways to serve oranges and lemons. The Hawaiian Pine- 

 apple Company has a pamphlet giving 100 ways of using 

 the pineapple. Armour & Company have a booklet 

 giving many recipes for using their grape juice. And 

 so on, all with the idea of keeping their particular goods 

 fresh in the minds of the consumer. And results have 

 amply justified this method of advertising. And what 

 is still more important from the standpoint of the sales- 

 men is the fact that the quantity sold is increasing from 

 year to year. 



Apple Advertisers of America. Advertising the 

 apple developed so rapidly that it soon outgrew the com- 

 mittee appointed by the International Apple Shippers' 

 Association and a special organization was formed. This 

 took shape as the * ' Apple Advertisers of America. ' ' The 

 members of the advertising committee became officers of 

 the organization and regional vice-presidents and mem- 

 bers of an advisory board were appointed representing 

 every important apple section in the United States. 

 Then following the incorporation of the advertising as- 

 sociation appeared an official organ in the shape of a 

 monthly publication known as the Apple World. 



