io8 AGRICULTURAL ECONOMICS 



Selection 260) Continued 



"Owing to the phenomenal growth of the citrus industry," con- 

 tinued Mr. Chase, "we must create a larger market for our fruit, 

 especially grapefruit, and we look to the transportation companies to 

 help us do it. There are thousands of acres of land in Florida good 

 only for grapefruit. If growers are unable to sell their products, this 

 land probably will be valueless. I believe the transportation com- 

 panies should cut their rates to the smallest possible profitable margin 

 so that we shall be able to put our fruit within the reach of the poor 

 man. We cannot expect to get rich by selling to the wealthy class, 

 and if the Florida grower makes money we must be able to send our 

 fruit to the markets and be able to sell it at a lower figure in order that 

 we may create a larger demand and also to dispose of all that is raised. 

 I predict that within five years the state of Florida will be shipping 

 14,000,000 boxes of grapefruit alone, and it is because of this increase 

 that we advocate a reduction of freight rates and a broadening of 

 the markets." 



b) PUBLICITY FOR THE PEACH 1 

 TO THE PEACH GROWERS OF THE UNITED STATES 



The real test of your business ability is at hand. 



If you were a manufacturer of an automobile, patent suspender 

 button, breakfast food, or any other thing that you wanted to sell 

 to the public, you would be rated as mentally incompetent if vou did 

 not let the consuming public know what you have. 



And you would let them know through a well-planned, scientific 

 advertising campaign. 



But here you are, with one of the biggest peach crops in the history 

 of the United States hanging on your trees, your investment of millions 

 of dollars in orchard property waiting for a reasonable dividend, and 

 not a thing has been done to tell the American public that peaches 

 are on the bargain counter. 



The thing to do is for every peach growers' organization, every 

 large shipper in fact every factor interested in the production and 

 marketing of peaches to authorize his sales agent to deduct i cent 

 per package from the proceeds of each car, the said i cent per package 

 to be sent to a central committee, chosen by large fruit growers' 

 organizations, and this fund judiciously expended, under the counsel 

 of such a committee, in advertising peaches. 



1 Both these readings are from The Packer, a prominent weekly newspaper of 

 the produce trade. The first is an advertisement of a large selling agency, July 23, 

 1915; the other a news story of September 3, 1915. 



