SPECIAL FRUIT ORGANIZATIONS 245 
for the fruit. A little booklet was printed entitled ‘‘197 
Ways to Prepare the Apple,’’ and sent into the homes 
of the consumers. At first these were distributed among 
the families of the larger cities. An effort is now being 
made to place one of these books in the home of every 
family in the United States. Nearly 100,000 copies have 
already been sent out. 
Some of the fruit exchanges and selling organizations 
are doing the same thing with other kinds of fruit. The 
California Fruit Exchange has a booklet on numerous 
ways to serve oranges and lemons. The Hawaiian Pine- 
apple Company has a pamphlet giving 100 ways of using 
the pineapple. Armour & Company have a booklet 
giving many recipes for using their grape juice. And 
so on, all with the idea of keeping their particular goods 
fresh in the minds of the consumer. And results have 
amply justified this method of advertising. And what 
is still more important from the standpoint of the sales- 
men is the fact that the quantity sold is increasing from 
year to year. 
Apple Advertisers of America.— Advertising the 
apple developed so rapidly that it soon outgrew the com- 
mittee appointed by the International Apple Shippers’ 
Association and a special organization was formed. This 
took shape as the ‘‘Apple Advertisers of America.’’ The 
members of the advertising committee became officers of 
the organization and regional vice-presidents and mem- 
bers of an advisory board were appointed representing 
every important apple section in the United States. 
Then following the incorporation of the advertising as- 
sociation appeared an official organ in the shape of a 
monthly publication known as the Apple World. 
