July 20. 1922 



The Florists^ Review 



"Do it right or not at all"— JOHN DAVEY 



strated to us his ability and qualifica- 

 tions, he is entrusted with the handling 

 of operations — then and only then. 



Every man in the Davey organization 

 is a trained man — Davey trained. If a 

 man should apply to us for employment 

 and say that he Is an expert and under- 

 stands all phases of the work — recom- 

 mends himself highly — we say to him, 

 if we should happen to need men, "All 

 right, you may start in at the bottom 

 and show us." Very few of them ever 

 come and we are just as well satisfied. 

 Our experience has shown us that not 

 more than one in ten of these so-called 

 tree men from the outside is the right 

 kind of man. None of them are real ex- 

 perts when they come to us. All of them 

 have many things to unlearn. 



The Davey Research Department does 



the experimenting — the client's trees 



are never experimented upon 



In addition to all these other things, we 

 maintain a Research Department in 

 charge of scientists of practical expe- 

 rience. It is their duty to work out every 

 scientific and practical problem of Tree 

 Surgery, as fast as possible. They have 

 done wonderful work. They gather data 

 from every available source, particularly 

 from the experience of the Davey or- 

 ganization, in addition to original experi- 

 ments. Kvery experiment is conducted 

 in Kent by our Research Department and 

 never on the trees of a client. 



For instance, our Research Department 

 has worked out a list of "forbidden 

 trees," those which experience has 

 demonstrated are not worth complete 

 treatment or do not respond properly to 

 treatment. On these trees our experts 

 are permitted to do only first-aid work. 



A national organization that carries 



with it an assured protection 



to tree owners 



There is no other national organization 

 in our field. There are, of course, many 

 local imitators. It is an unfortunate fact 

 that there are mighty few good ones 

 among them. We would be happy if they 

 were all good and well qualified. But 

 who will supervise them? Who will 

 train them? Who will provide the dis- 

 cipline that will hold them to high- 

 quality service? Who will pass judg- 

 ment on the results of their work? ' 



There are quite a number, who have 

 never had any contact with the Davey 

 organization, who claim falsely that 

 they are Davey men. There are some, 

 unfortunately, whom we have been ob- 

 liged to let go for obvious faults, who 

 attempt to capitalize on the prestige of 

 the Davey name, to our detriment and 



to that of the profession we have built 

 up and have endeavored to honor. 



The unseen things that make quality are 



only possible because of large volume . 



In the Davey organization it is the un- 

 seen things (rigid selection of men, 

 practical and thorough training, super- 

 vision of chief expert and local represen- 

 tatives, resident school, research depart- 

 ment, standardization 'of methods and 

 organization discipline) that make real 

 quality and lasting merit. On a business 

 of nearly three-quarters of a million dol- 

 lars in 1920, we spent three times as 

 much on these unseen things which 

 make quality as we made in profit. In 

 spite of the depression, we did a busi- 

 ness of almost six hundred thousand in 



JOHN DAVEY 

 Father of Tree Surgerv. 

 John Davey gave to the 

 world the science of 

 Tree Surgery. Before 

 the publication of his 

 flrst book, the original 

 "Tree Doctor," not 

 even the Idea of the 

 scientific treatment of 

 trees existed. John 

 Davey created the term 

 "Tree Surgery." Every 

 fundamental principle 

 of It was the product 

 of his genius and love. 

 Every Improvement 

 and refinement has 

 been worked out In the organization which he 

 brought into being and Inspired. But the greatest 

 contribution which John Davey has made to the 

 world, has been to translate Into popular form 

 the fact that the tree Is a living, breathing organism, 



MARTIN L. DAVEY 



Oeneral Manaoer, who 

 made of a father's dream 

 a business realUy and 

 built the Davey organi- 

 zation. 



"And yet the tree lives 

 —It breathes. It has a 

 real circulation. The 

 tree digests Its food and 

 assimilates It. It has 

 sexual processes that 

 are Just as real and 

 beautiful as In any 

 other form of life. It 

 has the power to adapt 

 Itself to Its environ- 

 ment. To be sure, it 

 lacks Intelligence and a nervous system and the 

 power of locomotion. But In all the other elemental 

 processes the tree functions Just as truly as man 

 himself." 



"This question of reforestation Is of monu- 

 mental Importance. America can not continue 

 to exist as a virile, forward-moving Nation unless 

 we protect what we have and start to build up 

 that which we have so ruthlessly destroyed. We 

 can not afford to be a Nation of vandals much 

 longer. America must reforest, or America must 

 drink the bitter dregs of national decline and 

 Impotoncy." — Excerpts from a speech in Congress, 

 March 3. 1921, by Martin L. Davey, of Ohio. 



1921 and spent four times as much on 

 these hidden things that make quality 

 as our profit amounted to. The business 

 of the Davey Company is now running at 

 the rate of one million dollars for 1922. 

 Davey methods have been stand- 

 ardized. Davey work is the same in Bos- 

 ton as It Is in Chicago, the same in 

 New York as in Kansas City, the same in 

 Montreal as in New Orleans. Davey ex- 

 perts are of uniformly high type, all 

 thoroughly trained, all carefully selected 

 and developed. And best of all is or- 

 ganization discipline that requires and 

 maintains a constant high standard 

 down to the smallest details of work and 

 service. 



A tree- man may fool the public 



but he cannot fool us 



It has seemed to me that the greatest 

 thing the Davey organization does for 

 Its clients, over and above all these 

 other things, is that of relieving the 

 client of all worry and responsibility in 

 the selection of the men who are to 

 treat his priceless trees. A tree-man 

 may fool the public, most of whom know 

 little about trees. But he cannot fool us. 

 A man must be right in every sense of 

 the word or he cannot go very far In 

 the Davey organization. 



We, who know Tree Surgery values, 

 select the men to whom this work of 

 very great importance is to be en- 

 trusted. We know they are right and 

 worthy of your confidence and our con- 

 fidence or we would not send them to 

 you. They come to you with our seal of 

 approval. 



They carry with them the most price- 

 less possession we have — our reputation. 

 We are as jealous of that reputation as 

 a good woman is of her good name. Busi- 

 ness and professional success are merely 

 results. The causes are behind the 

 scenes. And that is the reason for this 

 little story of the Davey organization. 



THE DAVEY TREE EXPERT CO.. Inc., 

 2007 Elm Street, Kent, Ohio. 



Hranch offices -iVitli telephone connections : \cu' 

 York, Astor Trust Bldg., Fifth Ave. and ^zd 

 St.; Boston, Massachusetts Trust Bldg.; Phila- 

 delphia, Land Title Bldg.; Baltimore, American 

 Bldg.; Pittsburgh, 331 Fourth Az'c.; Buffalo, 

 1 10 Franklin St.; Cleveland, Hippodrome Bldg.; 

 Detroit, General Motors Bldg.; Cincinnati, Mer- 

 cantile Library Bldg.; Chicago, Westminster 

 Bldg.; St. Louis. Central National Bank Bldg.; 

 Kansas City, Scarritt Bldg.; Montreal, 252 

 Laugauchiterc, West. 



Davey Tree SurgreoiiB are near you — if 

 you live between Boston and Kansas 

 City. They are easily avaUa1>l« and 

 handle operations of any size, largre or 

 small. Write or wire Kent, Ohio, or 

 nearest office. 



DAVEY TREE SURGEONS 



Every real Davey Tree Surgeon Is in the employ of The Davey Tree Expert Co., Inc., and the public is cau- 

 tioned against those falsely representing themselves. .In agreement made zvith the Davey Company and not 

 <cith an individual is certain evidence of genuineness. Protect yourself from impostors. If anyone solicits 

 the care of your trees zvho is not directly in our employ, and claims to be a Dairy man, zvrite Headquarters 

 for his record. Save yourself from loss and your trees from harm. 



