ACTUAL' RESULTS IN CALIFORNIA i6i 



wrapped in tissue, curtains are often added to the highest 

 grades, and the lithographic work on the labels is the finest 

 obtainable. The best test of the truth of these remarks 

 is an actual comparison of the citrus boxes bearing "Cali- 

 fornia Fruit Growers Exchange" on the side with the boxes 

 of Florida or Italian houses. After such a comparison 

 there will be little doubt as to which will appeal most 

 strongly to the trade. In fact, it is a common observation 

 that were it not for California's attractive pack and her 

 marvellous selling organization her oranges could not com- 

 pete with those of other sections. 



V'' Another object set forth in the agreement is "to increase 

 the consurnptipn ol citrus fruit by developing new markets 

 anSHto aid in supplying all the people with good fruit at 

 a reas onable price." Furthermore, expenses are permitted 

 to be incurred for "proper and judicious advertising." The 

 exchange system has adopted four general policies for en- 

 larging the demand for citrus fruits. First, a campaign 

 ^f^jiational-advertising is a recognized part of the year's 

 business, and its cost is assessed equally upon all boxes 

 shipped, along with the selling charges. 



Before proceeding to the methods employed the question 

 should be answered, Why is any advertising at all neces- 

 sary? For the answer we must turn to the statistics of 

 citrus production. From 1894-95, the year before the 

 Southern California Fruit Exchange began operations, to 

 1913-14 shipments of citrus fruits from California in- 

 creased more than 580 per cent, while the population of 

 the United States increased by only some 56 or 57 per cent. 

 In addition, shipments from Florida and other places have 

 grown almost as rapidly. And this rapid expansion shows 

 no signs of abating. According to figures prepared in 191 5 

 by the field department of the California Fruit Growers 

 Exchange, some 85,cxxj acres of citrus fruits are yet to 



