CALIFORNIA AVOCADO ASSOCIATION 



23. 



of some of the best teachers and investigators from its staff. It is impossible 

 for the institution to meet the situation. It can only do so with the continued 

 support of associations of this sort. This association can do material good to 

 itself and to the state by manifesting its continued support for the University. 



Reasons for the Ultimate Success of Avocado Culture 



There are some outstanding reasons why the avocado was bound to become 

 a commercial success. The first one lies in the interest which is today as never 

 before being shown everywhere among consumers and the general public in new 

 and strange fruits. This is the result of cumulative publicity. There was a 

 time when you could interest the American consumer only in the standard fruits 

 to which he was accustomed. At the present time however, he is interested in 

 new things and willing to try them. This is of immense value to a new fruit 

 industry. 



Then we come to a second outstanding reason, which is the marked excel- 

 lence of the product. The avocado has no rival in nutritive quality and is ready 

 to serve when ripe without any treatment or curing. When one considers the 

 olive, its nearest competitor, which must be run thru a complex series of processes 

 before being edible and yet which, since 1 900 has reached the volume of business 

 that the olive industry today enjoys, one can see what a big advantage the 

 avocado has in this regard. 



Then too, we must face the fact that the fruit is one that can be placed 

 on the table all the year round. That is to say, there are varieties that mature 

 all the year round and a supply can be kept coming to the markets continuously. 



Last, but not the least reason is that the fruit ripens and bears sufficiently 

 well in this state to make it possible commercially to put it on the market at a 

 price which will absolutely defy competition when it comes to the nutritive value. 



Problems Still to be Solved 



There are problems confronting the industry with which it must engage itself 

 if it continues to remain commercial. And I am pleased to see the way in 

 which the Association is anticipating these problems. In the citrus industry 

 the deterioration of varieties and maintenance of desirable varieties has played 

 a very important part in the profits derived by growers. The question of bud 

 selection and the maintenance of the best strains and varieties in the avocado is 

 an important one and I have been very much pleased to see the Avocado Asso- 

 ciation organize a bud selection department so that its members may profit by 

 the use of the best buds only. 



Another problem is that of the standardization and marketing of the 

 product. As soon as large quantities come on the market, which will be in a 

 short time, then will come the necessity for rigid grading, careful handling and 

 intelligent marketing. It is going to mean work, but when one recognizes the 

 immense power of consumer publicity to extend and increase volume of business, 

 one can see that the avocado faces a very bright future — in fact, there isn't 

 any question about its future. 



Again I want to congratulate this Association on the remarkable strides 

 which the avocado industry has made and also to congratulate the avocado on 

 having the Association behind it. 



