1911 



GLEANINGS IN BEE CULTURE 



147 



true! Science has augmented the word pic- 

 ture with that of the camera wherewith we 

 are able to stand at work handUng bee-*, ex- 

 tracting and packing our honey in the full 

 gaze of the astonished and admiring public 

 should we but choose to enter the field of 

 national advertising. The leading maga- 

 zines offer possibilities not found elsewhere 

 in reaching the right class of people; and 

 when bee-keepers once awake to their possi- 

 bilities of advertising and act, the glucose 

 trust will have received the hardest blow of 

 its history. 



A few bee-keepers and honey-dealers have 

 openly contended that honey could not be 

 sokl at an advance over the present prices. 

 "The people would not eat it,"' they say, 

 "because it is con'^idered a luxury," which 

 statement alone is sufhcient proof that an 

 advertising campaign is necessary to edu- 

 cate people in demanding honey as a daily 

 ration and a luxury as well. On the other 

 hand, we need not increase the price to the 

 consumer. They are paying now in the 

 cities an average of 20 to 25 cts. per pound for 

 extracted honey, and we can market it for 

 less by direct means. Some are complain- 

 ing because the honey jobber buys low-priced 

 honey and sells low-priced bottled goods. 

 Bee-keepers often produce a high-grade ar- 

 ticle, which, through lack of a knowledge 

 of advertising, they are unable to market at 

 any thing but a low price. If a man fails 

 in the quantity of production he has done 

 no injury to his neighbor; but if he fails to 

 make a proper sale he has injured the mar- 

 ket to a certain extent for his brother bee- 

 keeper. The question is, will it not pay us 

 to employ the assistance of an expert to 

 help the producer out in the work with 

 which he is entirely unfamiliar? If we get 

 this class of beekeepers into the association, 

 thereby controlling the supply, and at the 

 same time creating a greater demand, we 

 shall force both wholesale and retail prices 

 to a proper level with other commodities. 



Did you ever stop to think that the Ameri- 

 can people have shown by their actions dur- 

 ing the past years that they are more than 

 widing to pay for the increased cost due to 

 advertising if the advertiser will only give 

 them reliable quality, purity, and service? 

 Practically every manufacturer under the 

 sun has taken advantage of the plan, and 

 is growing rich thereby — excepting the bee- 

 keeper — and he hasn't waked up yet. 



The plan I have in mind is a broad one, 

 requiring the support of and benefiting the 

 bee-keepers all over the United States. A 

 central office should be located in one or two 

 of the largest cities in the country for the 

 purpose of getting out advertising matter 

 and pulling orders from the inquiries receiv- 

 ed. The central office should be under the 

 control of an expert advertising man, and 

 an expert bee and honey man for reasons 

 obvious to all. Sales would be made from 

 the office, and orders shipped direct from 

 the member's apiary, treating all members 

 in equity. A schedule of prices should be 

 in force for retail grocer, jobbing and whole- 



sale trade, and for manufacturers' grades of 

 honey for the various locations. 



A SYSTEM TO SECURE UNIFORM QUALITY. 



One necessity is that we offer only a uni- 

 formly high grade of honey. Without this 

 requirement we should only waste our money 

 in advertising. I would suggest that we use 

 our registered trademark of quality, and 

 that each member be required to furnish the 

 association with a large sample of each 

 grade; also that every member be held le- 

 gally responsible to furnish honey which is 

 equal to the sample in every respect. No 

 doubt there would be better ways which 

 others will think of to accomplish the end 

 sought, without objection on the part of the 

 member. 



Quality in honey is characterized, as all 

 are aware, by many other factors than the 

 source from which it was gathered. The new 

 system should demand an article of proper 

 body or specific gravity — one which is well 

 strained, and with flavor, color, and cleanli- 

 ness all taken into consideration. Lastly, 

 the cases would have to be nailed properly 

 before shipping, and a uniform system of 

 straining and settling adopted. I believe 

 that extensive producers are already realiz- 

 ing as never before the utility of having 

 large storage-tanks for use in extracting 

 time; for not only can a more uniform and 

 cleaner grade of honey be produced, but a 

 material saving of labor be effected by their 

 use. 



As different localities have acquired dif- 

 ferent tastes for honeys it would be neces- 

 sary for the central offices to be intimately 

 acquainted with these conditions through- 

 out the country, so that white honey would 

 be offered to those accustomed to the taste 

 of such, and the stronger amber honey plac- 

 ed where it is preferred. 



The association would have to be reim- 

 bursed by some definite system — perhaps 

 by levying a certain percentage on the sell- 

 ing price, which would be the approximate 

 increase over the ordinary net wholesale 

 price, and which would be the appropriation 

 for advertising and managing expenses. 



As all advertising of this nature depends 

 on long continuance for the fullness of its 

 results, it is reasonable to suppose that the 

 first year would not be as profitable as the 

 succeeding years. A provision would be 

 necessary that the members aid the associ- 

 ation by making private sale of any balance 

 which the association failed to dispose of in 

 due time. Bee-keepers who are capable of 

 intelligent marketing should also be encour- 

 aged in assisting the association by making 

 independent sales whenever possible to do 

 so at the association jorices. There should 

 also be a provision to return to the members 

 in annual dividends all excess of the appro- 

 priation above selling expenses. The ob- 

 ject should be, not so much to appropriate 

 enough advertising to sell all of the honey 

 in the country as to take care of the honey 

 which is now sold at a sacrifice, and also to 

 build up an enormous demand for our prod- 

 uct at an advance of the present prices. If 



