LUTHER BURBANK 



are not necessarily the most desirable for food 

 purposes. 



CONSUMERS MUST BE EDUCATED 



Yet the fault does not lie exclusively 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 understood 

 or appreciated. 



I have found that it is just as difficult to adapt 

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

 fruit to the people. 



New varieties that at first are condemned, may 

 be accepted later as standards, and become prac- 

 tically the only ones grown. The same law seems 

 to hold true with fruits as with new ideas and 

 new inventions in general; often these are at first 

 condemned, but if possessing genuine merit they 

 are finally recognized and appreciated. 



I have met this experience in the introduction 

 of nearly all the new fruits that I have produced. 



It was ten years after the Burbank plum was 

 introduced before people generally discovered 

 that it was a valuable fruit. Now it is planted 

 more widely than any plum on the globe, and 

 thrives in almost all regions where plums can be 

 grown. 



The excellent properties of the Wickson plum, 



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