July 13, 1922 



The Florists' Review 



27 



day. Just as his wife is turning to go 

 in, a greengrocer's boy delivers a 'con- 

 tainer' full of vegetables, among which 

 is a bag of English tomatoes. Seeing 

 the tomatoes, she remembers that they 

 used to bo called Move apples' when she 

 was a little girl and wishes that they 

 had some magical power which might 

 rekindle her husband's (as she fears) 

 dying love. And her wish is gratified. 

 Then the scene changes and from out of 

 a fine range of glasshouses comes a 

 dainty Cupid with bow and arrows — 

 wife at home receives one; 'hubby' 

 passing a fruiterer's one also. Trans- 

 formation. 'Hubby' led through house 

 after house of tomatoes, all agrowing 

 and ablowing, planting, stringing, stak- 

 ing and tying all being viewed, on to 

 the packing sheds, incidentally showing 

 the British Glasshouse Marketing As- 

 sociation 's neat containers, name nice 

 and clear. Wife, also walking around 

 the Lea Valley Eesearch Station, Ches- 

 hunt Laboratory, etc., noticing the care 

 taken to produce clean fruit, also shown 

 a very fine panoramic view of what 

 looks very much like Rochf ord 's famous 

 nurseries. On these two wander, never 

 meeting of course, and finally 'come to' 

 — she in the kitchen and he outside the 

 shop. He remembers that he omitted 

 to give his wife the customary 'good- 

 bye,' and decides to take her some 

 English tomatoes as a peace offering. 

 He accordingly purchases a 'box' and 

 returns home with them. She hears his 

 footsteps and runs to the door to meet 

 him. He explains his return and hands 

 her his gift, whereat she is quite satis- 

 fied, and he rectifies his omission as the 

 scene fades out. Such is the outline of 

 this film, which should help to make the 

 tomato magic, not only from the con- 

 sumer's point of view, but the pro- 

 ducer's, and give impetus to the slogan: 

 * There's money in glass.' " 



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ESTABLISHING CREDIT. 



(Conoluded from page'.'O.) 



scope. It has to do with earnings. 

 From earnings come the ability to pay, 

 and upon the earning power of an indi- 

 vidual or firm depends the success or 

 failure of the business. 



Do not stop with the individual; let 

 the local or community interests be 

 combined. By this I mean that a spirit 

 of cooperation and harmony should pre- 

 vail among the fraternity; let them 

 practice one with the other the prin- 

 ciples of good will and brotherly love, 

 live and let live. The florists are as 

 necessary and are as vital to the com- 

 munity as any other tradesman, and 

 their pay-rolls go to feed hungry mouths, 

 build happy homes, do their bit in keep- 

 ing the wheels of progress turning. 



Much good is now being accomplished 

 by local organizations in studying local 

 problems. In a cooperative way they 

 are acquainting the public with facts 

 and figures; as a result, the public is 

 fast awakening to the realization that 

 the florist is on the map to stay. This 

 confidence in our industry will become 

 contagious. It will reach the banker, 

 the wholesaler and the supply house. 



I can assure you that these facts, 

 when intelligently given, will enable 

 your banker to pass immediate judg- 

 ment, to give you yes or no for an an- 

 swer. After having been granted 

 credit, guard it as you would your own 

 life. Credit is a good name; a good 

 name is better to be chosen than great 

 riches. Watch your step. Meanwhile 



WHO'S WHO SJS^ AND WHY 





SIMEON FIELD LEONARD. 



A GENUINE "I Will" Chicago man is S. F. Leonard, who founded the Leonard 

 Seed Co., in the mid-west metropolis. In Chicago he was born September 4, 

 1852; here he attended the public schools; here in IS?;! he sold for the Chicago 

 Screw Co.; here from 1881 to 1884 he was a salesman for Vaughan's Seed Store 

 and here in 1884 he started out for himself in a small way in the old Haymarket, 

 issuing his first catalogue in 1888, the start of his mail order business. Now the 

 Leonard Seed Co. is one of the largest and most highly regarded wholesale houses 

 in the trade. Mr. Leonard, a practical seedsman and grower, has to his credit seed 

 strains of many of our improved types of vegetables; he is often designated as 

 the pioneer of the onion set industry of Chicago. Noted for his foresight and judg- 

 ment, he has been active in many civic movements and institutions, such as the 

 Market Trust & Savings Bank, the Chicago Association of Commerce and the 

 Union League Club. He has been a prominent figure in the American Seed Trade 

 Association, of which he was elected vice-president at Chicago, June 23. 



watch your overhead, cut your corners, 

 make personal sacrifices of time and 

 thought to your business. In so doing, 

 you will become more and more a part 

 of it. It will be more vitally interest- 

 ing to you and you can come to the end 

 of your journey with the consolation of 

 having tried to do your best or, as the 

 Texas cowboy would say, "you have 

 done vour durndest." 



TO WHICH WILL WE APOLOGIZE? 



I wish to thank you very much for 

 the prominence you gave to my article 

 on "Growing Seed in' California," the 

 paper which I read before the conven- 

 tion of the American Seed Trade As- 

 sociation, in Chicago, last month. 



The article by George J. Ball, on 



"Sweet Pea P^elds in California," in 

 the same issue, that of June 29, was 

 interesting. It caused us just a little 

 amusement, over the halftone appear- 

 ing on page 15. You have the names 

 of Dr. Franklin and Frank Cuthbertson 

 transposed; the serious-looking gentle- 

 man with the cigar in his mouth hap- 

 pens to be Dr. Franklin. However, the 

 picture is a good one and we trust was 

 enjoyed by your readers. 



Lester L. Morse. 



Chittenango, N. Y.— A. R. Ellis has 

 purchased property on the Seneca turn- 

 pike for the purpose of increasing his 

 range of glass. With the additions, Mr. 

 Ellis will have more than 7,000 feet of 

 glass. 



