1918 



AMERICAN BEE JOURNAL 



15 



Eat more Cranberry Pie 





Ask your Grocer for^Eatmor" Berries 



AN EFFECTIVE ADVERTISEMENT FOR CRANBERRIES 



Sales Company and the Growers' 

 Cranberry Company of New Jersey. 



A federation of the three State or- 

 ganizations was immediately engi- 

 neered, under the name of the Na- 

 tional Fruit Exchange. This Ex- 

 change was re-organized in 1911 as 

 the American Cranberry Exchange, 

 whose purposes are stated as '"the 

 securing of higher standards of grade 

 and pack and direct shipments from 

 the grower to the jobber also for the 

 purpose of advertising, selling and 

 distributing at actual expense, Cape 

 Cod, New Jersey and Wisconsin cran- 

 berries." 



A word about the State organiza- 

 tion with which the writer happens to 

 be most familiar may be of interest 

 here. The Massachusetts organiza- 

 tion was formed in 1907 for the pur- 

 pose of increasing "the sale and use 

 of cranberries, to reach a wider mar- 

 ket for the same, to improve the 

 packing of cranberries, which * * 

 shall be maintained to the standard 

 * * * so that purchasers may rely 

 on the quality of the same." The 

 original capital stock was $5,000 in 

 ten-dollar shares; voting is by the 

 one-man, one-vote rule, and no hon- 

 est grower is excluded from member- 

 ship. Each member agrees to sell 

 his entire crop to the association and 

 not to withdraw during the harvest- 

 ing and selling season. 



Try Advertising 



Up until this past year the Ex- 

 change had made rapid progress in 

 all of its aims except that of adver- 

 tising, and had secured a membership 

 all told of about 1,000 growers in the 

 three States. Last fall, with every- 

 thing ship-shape and an experience 

 with badly glutted markets during 

 several years past, it was determined 

 to put consumer advertising to the 

 test as a remedy for cranberry over- 

 production. 



An assessment of 7 cents per barrel 

 secured $25,000 with which to put on 

 a trial campaign in a single city. Gen- 

 eral Manager C. M. Chaney, of the 

 Exchange's central office in New 

 York, is authority for the statement 

 that it was no easy matter to secure 

 the growers' consent to this cam- 

 paign. They argued that cranberries 

 are only cranberries and that their 

 competitors would benefit as much as 



they did. The campaign was finally 

 undertaken with the definite under- 

 standing that in the city where it was 

 tried consumption must be quite 

 measurably increased by the adver- 

 tising or there would be no second 

 attempt. 



Chicago was selected, because it 

 has long been a primary market for 

 cranberries from all three producing 

 territories and because one of the 

 Exchange's two sales offices is in Chi- 

 cago. The campaign followed much 

 the same ideas which have been used 

 in advertising fruits. Posters and 

 painted signs, street car cards and 

 newspaper space were used, supple- 

 mented with recipe folders in colors, 

 window display material for grocers, 

 and cards for restaurants. The two 

 primary appeals were to appetite, 

 with inviting illustrations in natural 

 colors, and to household pride and 

 economy through the advertising of 

 new and appetizing ways in which 

 cranberries can be used, as for gar- 

 nishing steaks and chops, as well as 

 turkey and chicken, for cranberry ice, 

 blanc-mange, tapioca, jelly roll, etc. 



The campaign was a pronounced 

 success. The volume of business done 

 by Chicago retail stores increased 76 

 per cent, and sales of carload lots by 

 the Exchange in Chicago, in the first 

 few months, had increased 5 to 7 per 

 cent. In addition to this immediate 

 result it is figured that due to the 

 educational work done and the book- 

 lets distributed, Chicago will continue 

 for years, even in the absence of ad- 

 ditional advertising, to consume more 

 cranberries per capita than in the 

 past. 



However, the campaign is to be 

 continued steadily. A short crop this 

 season prevented immediate expan- 

 sion, but an appropriation of $50,000 

 has been voted to be used as soon as 

 the supply warrants. 



The brand-name used, "Eatmor 

 Cranberries," is affixed at present 

 only to the barrels. But the Ex- 

 change has under consideration a 

 plan for packing in pound packages 

 which will bear the trade-name and 

 more closely identify it with the 

 product. 



As one campaign after another is 

 tried and succeeds, the mystery in ex- 

 ploiting successfully various food 

 products is gradually disappearing. 



A good brand-name, appetizing il- 

 lustrations, new recipes that tempt 

 the ambitious housewife, and a suf- 

 ficient volume of publicity to impress 

 both consumers and retailers — in 

 practically every case proves a simple 

 success formula. 



Now that producers in so widely 

 separated territories have success- 

 fully combined and successfully ap- 

 plied the formula, it would seem as if 

 the last doubt has been swept away 

 that it could be beneficially applied in 

 the honey industry. 



Chicago, 111. 



Bees in the Far North 



By F. Dundas Todd. 



ON page 335 of the October issue 

 you say "On the Western Con- 

 tinent there are probably no 

 bees kept as far north as the latitude 

 of Kazan, which is a trifle north of 

 the 55th degree." 



British Columbia comes pretty 

 close, as this summer I shipped a nu- 

 cleus to the Rev. Father Allard, at 

 Ft. St. James, on Stuart Lake, which 

 is just a trifle south of the same de- 

 gree of latitude. Stuart Lake is on 

 longitude 120 degrees W. Ft. St. 

 James is on the S. E. corner and is 

 located about 100 miles N. W. of Ft. 

 George, which is probably on your 

 map. Ft. George is on the Fraser 

 River just where it takes its big turn 

 from the east. Quite a number of 

 rivers join it near that point; one, 

 the Nechacko, being helped by a river 

 from Stuart Lake. 



Father Allard writes : "George, my 

 beeman, entertains no doubt whatever 

 of succeeding with bees. When he 

 left he told me had we had those bees 

 in the early season we could have 

 gotten a hundred pounds of honey." 

 (A three-frame nucleus arrived at Ft. 

 St. James on June 25.) "And I wish 

 you were here to taste it. It's grand!" 



This region along the Grand Trunk 

 Pacific is, from a beeman's stand- 

 point, a most interesting one. On 

 the map you will find Aldermere. 

 Close by, say ten miles away, is 

 Smithers, a division point. I shipped 

 bees there, which also did well. This 

 town, you will notice, is still further 

 north than Ft. St. James. 



From Hazelton to Ft. George is 

 about 300 miles. North and south of 

 the railroad, for at least ten miles 

 each way, there is a solid mass of 

 fireweed in the fall, while in fall and 

 and early summer there are all kinds 

 of wild fruits in bloom. On the face 

 of it, we have a beeman's paradise of 

 about 6,000 to 10,000 square miles area, 

 which is just being tapped. I dream 

 that this Bulkeley Valley will some 

 day become the biggest and most 

 productive honey section of the 

 North American continent. The flavor 

 of our B. C. honey is exquisite. 

 I wish you could visit this western 

 coast some summer, for I know you 

 would enjoy it. The scenery is won- 

 derful and from a bee standpoint 

 most fascinating. 



We in British Columbia, I think, 

 can claim the most northerly record 

 on this continent and we assuredly 



