CONSUMPTION 113 



five and one-half pounds. There would seem to be no reason why the 

 American consumption should not be as great, excepting that the 

 supply would not permit of this. 



FRESNO, CAL., October i, 1915. Reports generally are that the 

 raisin-advertising propaganda is producing remarkable results. The 

 bakers are taking hold of the raisin-bread idea generally, as it seems 

 to offer an opportunity for larger profits than is the case with plain 

 bread, and the consumer demand for it develops almost without 

 effort. Likewise a very large demand is building up for the Sun- 

 Maid brand package of seeded raisins, as a result of this extensive 

 advertising plan, all of which merely proves that in modern business 

 there is no force as powerful as advertising. 



CHICAGO, October 22, 1915. National Apple Day was celebrated 

 here Tuesday and the trade made a big showing. One of the features 

 used in advertising was a parade in which a string of wagons, con- 

 tributed by South Water Street merchants, passed through the 

 crowded loop district loaded up with a supply of Jonathan apples, 

 which later were given to inmates of hospitals, orphanages, old people's 

 homes, and schools. 



The carload of fruit, which was donated for the occasion by the 

 American Apple Association, contained several hundred thousand 

 apples. The parade consisted of twenty-five wagons. The horses 

 were decorated with crimson ribbons and pennants which were lettered 

 with Apple Day mottoes. On the sides and over each wagon were 

 placards informing the thousands who packed the streets that 

 "Health's Best Way" was to "Eat Apples Every Day." 



Chicagoans showed more genuine interest in aiding apple dealers 

 in their effort to popularize the fruit and help in the disposition of 

 this year's crop than was primarily expected by promoters of the day 

 and parade here. Richard J. Coyne, who was chairman of the apple 

 publicity committee, and who did most of the work to make the day 

 a success, stated that it proved a success far beyond his expectations. 

 He said that he distributed more than 25,000 red Apple Day badges 

 and everybody who got them wore them. 



Thousands of boxes and barrels, mainly for eating purposes, were 

 on sale at prevailing prices and buyers purchased freely late last week 

 and Monday. The Apple Day boom here created a special demand, 

 which was shown by .the fact that all hotels and cafes bought large 

 quantities and served them in all styles and everybody ate apples 

 in one form or another. 



