90 



ANNUAL REPORT 1920 AND 1921 



of limbs) in the matured or maturing trees. This is a very desirable state of 

 affairs, as the writer feels assured that this is very detrimental to the fruiting 

 tendency of the tree; not so much from the bearing surface removed, but due 

 to the inhibitory action of the growing tips being removed from the older portion 

 of the limbs, and allowing them to rush into rank growth instead of fruiting 

 naturally. This growth then has to harden up and regain a normal tendency 

 before fruiting, many months thus being lost. A bearing tree, which has been 

 properly developed, should only require the removal of limbs crossing out of 

 their place in the tree, the removal of dead wood and the lifting of the skirts 

 sufficiently to just clear the ground. This is advisable as fruit resting on the 

 ground will either blanch or bruise, rendering it of poor grade for the market. 



If it is necessary to prune an orchard of large trees which have never had 

 any care, the best time will be immediately after all danger of heavy frost is 

 over, as in many places they will be thrown open to the sun, and this will give them 

 time to cover themselves before intensely hot weather sets in. In handling trees in 

 this condition do not be afraid to remove all misplaced branches, but avoid 

 heading in so far as possible. Keep all dead wood removed. Keep all rank 

 sucker types of growth removed. 



The ideal tree of bearing age should have a well formed and symmetrically 

 developed structural framework. The foliage should be like an umbrella, the 

 center being hollow, admitting light and air for the proper development of fruit. 

 While the limbs will droop to the ground, it should be out and down from above 

 and not the limbs coming from the trunk close to the ground. 



The proper time for any minor pruning is at the time one sees the need of 

 it; for heavy and thorough treatment, either late in the Fall or early in the 

 Spring. 



In conclusion, it should be borne in mind that most varieties of avocados 

 are destined to make large trees; trees more closely approximating a walnut 

 in size than a citrus tree. The course pursued should be governed by this fact. 



ADVERTISING AND PUBLICITY IN THEIR RELATION TO 

 THE AVOCADO INDUSTRY 



J. C. KNOLLIN 



Many members of the Avocado Association may feel that it is not yet time 

 to give serious thought to publicity and advertising. I realized when my sub- 

 ject was assigned that I would have to give a sort of "futurist" talk. However, 

 I feel that the necessity for publicity and advertising will be upon the avocado 

 industry before we realize it. 



It is not too early to give serious thought to these questions. 



I will venture to say that not one of ten thousand persons east of the Rocky 

 Mountains knows the taste of an avocado nor even knows the name, or what 

 it stands for. We must realize what a prejudice, therefore, is to be overcome 

 when production reaches the point where there are not enough consumers. 



The public must be educated in advance. We should, figuratively speak- 

 ing, have the consumer's mouth watering for the avocado before we are produc- 

 ing more than we can sell. And I am sure most of the members will agree that 

 it is better to have greater production and lower prices with consequently increased 

 consumption,than to continue under present conditions, with the fruit selling at a 

 price which makes it almost prohibitive to the average consumer. 



