332 THE APPLE 



trade who has given thought to the matter recognizes the necessity 

 for action. Now is the time to plan and execute. A broad plan is 

 essential, but, above all, hearty cooperation will be needed to carry 

 the scheme to success. 



Methods of attracting attention. A good method for attracting 

 attention would be a reproduction of a standard box of apples. 



Labels are another factor to be considered. A standard label for 

 eating apples should be used, and a different one for the best cook- 

 ing varieties. In addition, each box or package should contain a 

 card or have a label, giving the variety of the apple, its color, its 

 quality, its value for cooking or eating, and the period during which 

 it is at its best for consumption. In this way the housewife may 

 be able to learn just what to ask for when ordering at the store, and 

 by the label she would know what she was receiving. 



An advertising scheme already introduced is that of publishing 

 a small book containing 209 ways of serving apples. Copies of this 

 booklet are given free to each purchaser, or one is inserted in each 

 box of apples. The educational value of these books is enormous. 

 Where issued, consumption would naturally increase. 



Apple shows, fairs, land shows, and other exhibitions offer oppor- 

 tunities for advertising the apple. Electric signs in the large cities, 

 editorial paragraphs and articles in the newspapers, setting forth 

 the value of the apple as a food and as a dietetic aid to better health, 

 advertisements and articles in the many high-class journals or maga- 

 zines, especially those which reach the greatest number of women, 

 all are means that should be used. The advertisements in current 

 publications could be small, but they should be educational, giving 

 the names of the best apples, a good description of each, the place 

 where grown, the rating as to quality for eating, and the time at 

 which they are best eaten. Lists should also be given of the apples 

 specially adapted for baking and other cooking purposes. Perhaps 

 all these ideas should not be included in one article, but all are 

 important and should be emphasized in due course. 



