508 TwENTY-PlKST BlENNIAL EtEPOET 



by increasing the consumption in the U. S. and Canada. They did 

 this by systematic advertising. You cannot find a village or hamlet 

 in the country but what is well supplied with citrus fruit and at a 

 reasonable price. The retailers are not making the money per box 

 that they once did off of oranges, but where a few years ago they 

 sold one box they are now selling ten. The principal reasons for this 

 is the advertising done by the growers and by their strong organiza- 

 tions, compelling the retailer to handle the fruit on a reasonable 

 margin of profit. 



The fruit growers, especially in the northwest, are now beginning 

 a systematic advertising campaign in the newspapers and magazines. 

 This year all apples sold through the North Pacific Fruit Dis- 

 tributors were taxed one cent per box for advertising. 



A year or so ago, the head of the Domestic Science Department 

 of the Washington State College published a pamphlet giving 209 

 ways for serving apples. This is distributed free of charge by some 

 fruit growers' associations. 



While something has been done in the way of advertising, yet 

 the campaign has only begun. You can hardly pick up a paper or 

 magazine without reading an advertisement of the Sun Kist Orange 

 of California. It is up to the apple growers to bring the apple just 

 as prominently before the people. The great mass of the consuming 

 public hardly know one variety from another. They only know 

 that one apple is red and another is yellow. They know IJtLle about 

 what season a certain variety is at its prime or what apples are best 

 suited for cooking or for eating. 



Many apples shipped from the northwest this year have a notice 

 in the box stating when the fruit is at its best and whether it is 

 better as a dessert or cooking apple. We must continue the publicity 

 and educational campaign and this is one thing, at any rate, that the 

 northwest fruit grower is not alone concerned in. It is of interest 

 to fruit growers throughout the entire country. It is something 

 that dealers and growers over the United States and Canada can 

 co-operate in. Another thing that we hope to accomplish by this ad- 

 vertising campaign, and through better market facilities, is to so 

 control the output as to in some way induce the retail merchants to 

 push apples and be willing to accept a fair margin of profit. 



You will find the grocery store windows full of oranges that you 

 can buy almost, if not quite, as cheaply as apples, and yet fruit 

 growers all over the country complain this season that there was no 

 money in raising apples. The retailer does not push the sale of 

 apples and when he does sell them he wants to make from 100 to 

 200% profit. A few days ago I went into a store in Columbia to buy 

 some apples and saw some Washington Ben Davis packed in boxes. 

 They were not a very good grade but thiiy were wrapped and well 

 packed. I asked the price of them. "Two for a nickel." These 



