CALIFORNIA AVOCADO ASSOCIATION 



91 



The spirit of the times in co-operative marketing is to increase consump- 

 tion and demand rather than to decrease production. Consumption and demand 

 are increased by pubHcity and advertising. 



1. PUBLICITY 



(a) Possibilities for Individual Work- 



What can the individual member of the Association do at once to place 

 and keep the avocado in the "lime-light"? Such suggestions as I may make will 

 seem unimportant perhaps when measured by individual effort. But when mul- 

 tiplied by three or four hundred, individual work assumes great importance. 

 Therefore, let each of us resolve immediately to do something that will adver- 

 tise and make better known the avocado. 



First, let us THINK avocados; think of ways and means to tell the world 

 about the wonderful qualities of this fruit. By thinking in terms of the avocado, 

 we shall find new opportunities to advertise it. 



Second, let us TALK avocados. Whenever we have an opportunty let us 

 mention this delicious fruit to our friends; urge them to try it; tell them of our 

 belief in its future. Every bit of avocado gossip that we start will spread and 

 grow until it becomes a potent force. 



Third, let us WRITE avocados. Write to the folks back home; write to 

 the editors of the newspapers. Whenever we write to a friend or business asso- 

 ciate let us devise ways and means to include a good word for the avocado. 



Fourth, let us DREAM avocados. Many persons laugh at dreamers, but 

 we must remember that it is the dreamer whose dreams have come true that hsis 

 made history and brought about most of the world's progress. Therefore, let 

 us dream of the time when the avocado will be planted upon thousands more of 

 California's fertile acres; when the fruit will be shipped East by the train-load, 

 and when untold wealth will jingle in the growers' pockets. 



(b) Possibilities for Association Work. 



What can the Association officially do NOW by way of giving publicity 

 to the avocado? 



Perhaps it is not too soon to establish a committee or fund for the purpose 

 of getting the avocado into print. I believe it would pay the Association well 

 to set aside a sum of money sufficient to employ a trained agricultural writer to 

 prepare avocado articles, even though for the present, he gave only part of his 

 time to this work. 



Such a writer could secure a great deal of space for articles and photo- 

 graphs, not only in the local and eastern farm papers, but also in the National 

 magazines, especially the women's magazines, such as the Woman's Home Com- 

 panion, Ladies Home Journal, Pictorial Review and others. Perhaps no 

 more effective means could be adopted of getting the avocado before the future 

 consumer than by the effective use of illustrated articles in these women's 

 magazines. 



Such articles should emphasize the fact that the avocado is the principal 

 article of diet in other countries. Also they should tell of the many delicious 

 ways of serving the food. No doubt many other magazines would welcome 

 also properly prepared articles, telling merely of the accomplishments of the 

 Association and the prospects for future development of the industry. 



