244 MODERN FRUIT MARKETING 
brands of coffee, tea, spices, etc., but fruit has been ne- 
glected. Individuals like J. H. Hale have made an envi- 
able reputation by advertising and various trade-marks 
appear from time to time, but their efforts have been 
feeble with no permanent results. 
In 1912 the International Apple Shippers’ Associa- 
tion added an advertising committee to its list and in- 
structed it to investigate the possibilities of advertising 
the apple industry. With an appropriation from the 
society and donations from individuals and organiza- 
tions, $900 was available for the initial start. It was at 
once foreseen that with an apple crop averaging about 
$100,000,000 annually and distributed over such a vast 
territory, that the task would be no easy one. It was 
also foreseen that if the advertising was to stimulate con- 
sumption that the interests of the consumers would have 
to be reached. 
How to do this and maintain funds for the work was 
a big problem. The first efforts were directed at the 
retailers. About 13,000 retailers were advised that if 
they would run a bargain counter of apples, the 
sales would greatly increase. Most retailers expect to 
make about 100% profit on the fruit they sell. The 
poster given out by the association explained that if they 
would reduce the price so as to make only the legitimate 
10 or 15% profit, that sales would increase and the total 
profit would be greater for each day. A number of the 
retailers saw the wisdom of this and tried the experiment 
with very satisfactory results. Many reported that the 
sales had increased from 5 to 50 times. 
Fruits as a Food.—The next step was to place before 
the consumer such literature as would create a desire 
