CONSUMPTION 109 



Not YOUR peaches, or MY peaches, or ANY INDIVIDUAL BRAND 

 of peaches, but " PEACHES." Let the housewives of the United States 

 know that never before has such an opportunity existed to buy at a 

 low price the most superb quality and grade of fruit. Peaches for 

 breakfast, peaches for dinner, peaches for supper. Peaches canned, 

 peaches preserved, peaches brandied, peaches pickled. 



It is astounding what a comparatively small amount of money, 

 judiciously expended, in the big city dailies, street car cards, bill- 

 boards, and other media will do. 



This is not an advertising talk. I hold no brief for the newspapers, 

 for the street cars, or any other advertising proposition, but I do hold 

 a very deep interest in the welfare of the peach industry; and that 

 there is a probable crisis at hand, every well-informed fruit man 

 knows. ONE CENT, spent in the right direction to increase the con- 

 suming demand, will return to the grower FIVE, TEN, or TWENTY 

 cents in cold cash, through better returns. 



It is not the main crop that breaks the market, it is the surplus 

 above normal requirements. An advertising campaign of reasonable 

 proportions would stimulate sufficient increased demand to take care 

 of that surplus that breaks the market, and sustain the whole market 

 on a fair price level. 



There are plenty of good peach salesmen, whether they be com- 

 mission merchants, fruit distributors, or brokers, it matters not. This 

 is no recommendation that you use any particular sales channel. Use 

 whatever connection you have found to be satisfactory in the past. 

 This presentation of facts has nothing to do with the marketing 

 problem, other than to center the attention of the peach producers 

 throughout the country on the fact that they are overlooking one of 

 the most vital necessities in their business. It has a bearing not only 

 on this year's crop but on every crop. 



Am I right or am I wrong ? I should like to have an expression 

 by wire and mail from every progressive fruit producer or shipper who 

 is interested in taking up this matter for definite and immediate action. 

 This movement should be non-partisan, and should recognize every 

 legitimate factor in the business. All should pull together. Every 

 large consuming center should be developed to its maximum consum- 

 ing capacity, to take care of the crops of peaches now hanging on the 

 trees in Michigan, New York state, Ohio, Virginia, West Virginia, 

 Maryland, New Jersey, Connecticut, Arkansas, Missouri, Colorado, 

 and the West. 



