48 LUTHER BURBANK 



found in any market; better in quality, aroma, 

 and sweetness. The average consumer is never 

 permitted to see them, or to experience their 

 lusciousness. They are eliminated from the 

 growers' list of fruits, because they do not meet 

 the demands of the shipper and the dealer. 



The consumer usually obtains the best that 

 the producer, the shipper, and the dealer can 

 furnish, under the conditions with which they 

 have to contend; the fault is not theirs, but that 

 of modern civilization. 



All this is mentioned merely to show that 

 varieties, the production of which is useful and 

 profitable, are not necessarily the most desirable 

 for food purposes. 



Consumers Must Be Educated 



Yet the fault does not lie exclusivley with the 

 dealers. When a new fruit is first introduced it 

 is difficult for the people to become adapted or 

 accustomed to it, if it possesses new and strange 

 peculiarities and qualities that are not under- 

 stood or appreciated. 



I have found that it is fully as difficult to 

 adapt the people to a new fruit as it is to adapt 

 a new fruit to the real wants of the people. 



New varieties that at first are condemned, 

 may be accepted later as standards, and become 



