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ANNUAL REPORT 1920 AND 1921 



Sent out upon official Association stationery, such authentic articles undoubt- 

 edly would be received eagerly by hundreds of editors. 



Another opportunity for Association work lies in the preparation of leaflets 

 and so-called "light literature" about the avocado. No doubt it would be worth 

 while to print a large number of "stuff ers" discussing briefly avocado facts in a 

 popular vein, these to be furnished to all members for use in their correspondence. 

 Thousands of letters which carry a 2-cent stamp do not reach the maximum 

 weight and if each member would place one or two of these leaflets into selected 

 letters among his daily correspondence, it would be possible to distribute a great 

 deal of avocado literature with no expense for postage. 



A further field for Association work would be in reporting promptly to the 

 local agricultural press all developments of technical interest to fruit growers, 

 including results of experiments by individual members or by the Association's 

 committees. 



2. ADVERTISING 



Advertising does not mean always simply the purchase of space in mag- 

 azines and newspapers. We advertise the avocado when we do all the things 

 suggested under publicity. Perhaps it is a little early to consider advertising 

 in the usual sense of the word, but we can readily visualize the official announce- 

 ments of the Association as they are to appear in years to come along side of 

 those of "Sunkist" fruits, "Sun Maid Raisins," and "Sun Sweet Prunes." 



The Avocado Association has an advantage over its predecessors in having 

 the opportunity to, learn by the experience of others. The great fruit growers* 

 orgcuiizations have blazed the trail and undoubtedly the avocado growers will 

 follow in their footsteps before very long, developing also new ideas of their own. 



It is not difficult to visualize an attractive "ad," illustrating in beautiful 

 colors, a perfect avocado served in a delicious manner — a tempting picture of 

 deliciousness. There is no harm in thinking about these things. They are 

 coming very soon. 



Still looking ahead a bit we can suiticipate the discovery of certain wonderful 

 qualities in the avocado, making it perhaps a veritable "fountain of youth." The 

 raisin growers have found that the raisin is full of iron, which the patent medicine 

 manufacturers have advertised all over the world as the basis of human health 

 and happiness. 



It is an interesting coincidence that the raisin advertisers should have dis- 

 covered in this common fruit an element already so thoroughly advertised. Per- 

 haps we can find in the avocado a quality which will clear an aging face of 

 wrinkles or restore hair to the bald spot of the middle-aged man. 



Seriously, we know that the avocado possesses important medicinal prop- 

 erties. I have learned just recently of a local sanitorium in which patients have 

 been treated successfully upon a strict avocado diet. Interesting possibilities may 

 be developed along this line. 



However, there are certain forms of advertising that we can undertake 

 now, both individually and as an Association. One of these is in educating the 

 school children. They are the future consumers. Every grower who gives the 

 school child a taste of the good avocado, is laying the foundation for a future 

 demand. Let us get avocado lecturers into the school and acquaint the young- 

 sters with this wonderful fruit. 



