1 64 COOPERATIVE MARKETING 



markedly in price or will be abandoned altogether. This 

 thought was in mind when in Chapter I the statement was 

 made that elaborate frost fighting apparatus is not likely 

 to be a permanent feature of the citrus industry. There 

 is sufficient land in California which does not require a 

 special costly protective service amply to supply the demand 

 for citrus fruits. 



From this review of the vast increase in the production 

 of citrus fruits, of how it comes about and how it is going 

 to continue for some time at least, it should be apparent 

 that finding a market for these augmented supplies has 

 been and is a difficult matter. Since it is the chief duty 

 of the California Fruit Growers Exchange to furnish a 

 market for the fruit of its members it had to devise some 

 means of enlarging the market. As already noted, one 

 of these methods is through advertising. The advertising 

 campaign until recently was directed from the Chicago 

 office of the Exchange. The advertising department de- 

 votes its attention to telling the public of the beneficial 

 effects of using oranges and lemons and to showing how 

 these fruits may be used in new and attractive ways. 



To gain any benefit from advertising for itself as dis- 

 tinguished from the industry in general the publicity cam- 

 paign must be focussed on its own output. The Exchange 

 has accomplished this by adopting two general brands, 

 "Sunkist" and "Red Ball," and by directing attention to 

 them. In its advertising the Exchange fully recognizes 

 that any permanent results must be based on the quality 

 of the advertised article, and it emphasizes the reliability 

 of its fruit. Moreover, it makes good this guarantee of 

 reliability. Therefore jobbers, retailers and buyers learn 

 that any fruit in the "Sunkist" wrapper can be accepted 

 with entire confidence, and this brand comes to command 

 a premium on the market. 



