TWENTY-NINTH FRUIT-GROWERS' CONVENTION. 



227 



to the amount of almost $300,000, which sold a very inferior cigar to 

 the extent of one million each day; and scores of other industries, too 

 numerous to mention, illustrate the necessity of good advertising. 



The human race are creatures of habit, and, therefore, very suscep- 

 tible to suggestion. Why do the Eastern people use imported olive oil? 

 More generally because their ancestors have done so before there was a 

 California product, and because the present generation has not been 

 educated to the fact that California olive oil exists at all. 



For the same reason thousands of people associate raisins with 

 Thanksgiving and Christmas puddings, and look upon oranges as an 

 expensive luxury and an unnecessary article of diet; but when the 

 reading public is brought to realize the fact that these products are 

 more wholesome and cheaper than any other food, they will be used in 

 great quantities. 



Suppose that every time you read your dail/ paper, each time you 

 rode on the street car or looked at a billboard, you should see some- 

 thing like this: 



There were some very foolish people living in a village out East, 

 Who every day imagined they were having a great feast. 

 They had meat and chops and oysters served with every meal, 

 Then they blamed the hydrant water for every pain they'd feel. 



But now the physician has bought the groceries, 



And all the people keep well, 

 And the change that has come to this village 



Is most incredible to tell. 

 They are listless and dull no longer 



From eating indigestible food; 

 And yet they do not lack variety, 



And everything they eat is good. 



It was California fruits that did the work — 



Will also do the same for you. 

 Keep this in mind when buying, 



And you will find these words are true : 

 Breakfast, dinner, and supper— 



Every meal you should eat this fruit, 

 Of infinite variety, yet wholesome, 



Each palate will find something to suit. 



If properly advertised, there is absolutely no reason for there being 

 an overproduction of anything so universally necessary as the products 

 under discussion. Judicious, systematic, and effective advertising will 

 sell every pound of marketable fruit which your State can produce. 

 Let me illustrate how this is done : The housewife discovers, by seeing 

 your advertisement, that prunes, for instance, are much cheaper and 

 she has been in the habit of preparing, and when she goes to the 

 more wholesome and easier to prepare than a great many things which 

 grocery, she not only asks for prunes, but insists on buying the par- 

 ticular brand which she has seen advertised. When the groceryman 



