LABELS ON EGG CASES 91 



sary have the design copyrighted or registered, or later, some un- 

 scrupulous fellow may try to take advantage of an established 

 publicity. 



Reputation. — At first a trade-mark has very little significance, 

 but as soon as a farm gains a reputation for straightforward deal- 

 ings and a uniform quality in its products, its trade will look for 

 some means of identification, and will insist upon having the 

 goods of known reliability, even if it has to pay more for them. 

 A well-known duck breeder, who makes a specialty of market 

 ducks of prime quality, inserts a neatly printed tin tag in the 

 web of the foot of each duck. Patrons of high-priced hotels and 

 cafes where these ducks are served, have come to recognize that 

 this tag, which is not unlike the tin tags inserted in plug tobacco, 

 stands for quality, and the proprietors of these places, realizing 

 the importance of the name, see to it that the tag is left in the foot 

 when the duck is cooked and served. 



The egg case is another advertising medium that should not 

 be overlooked. If gift crates are used, those of light material 

 that are not to be returned to the shipper, the poultryman should 

 have a stencil made, giving the farm's name and address, and 

 apply it to each side of the crate before it is packed. Another 

 method is to paste an attractive label or sticker on the ends of 

 the crates, similar to those seen on orange crates. They are not 

 expensive to have printed, and while they require a little trouble 

 gluing them on, the benefits to be derived therefrom will more 

 than compensate for the time expended. It is a job that can be 

 done on rainy days or at odd moments, and need not intrude 

 itself upon routine work. 



If returnable crates are employed, and these are desirable for 

 certain classes of trade, they should be painted a serviceable 

 color, and neatly lettered with the farm's name and addres^*' 

 In addition to this, it may be desirable to include the farm's 

 specialty, such as: Day-Old Sterile White Eggs, or Selected 

 Farm Eggs. 



The proprietors of many high class stores like to offer their 

 eggs for sale in the original carriers, and will take particular 



