PROCEEDINGS OF TWENTY-SIXTH FRUIT-GROWERS' CONVENTION. 25 



the tree and vine were sought by the rich to the remotest corners of the 

 earth, even at great cost; but with the vast increase in production these 

 fruits must seek markets, and not wait to be sought for. Notwith- 

 standing the superiority of California fruits over most others on the 

 globe, the vast increase in the industry in every direction causes the 

 California grower to stop and inquire what of the future; where is he 

 to find consumers, and how? The distribution of fruits is but another 

 term for marketing, and I take it the committee so regarded it in 

 assigning me the subject. Thousands of growers in California have 

 found that they can overcome all difficulties, and grow the finest fruits 

 the world has ever seen, but how to convert them into money at profit- 

 able figures is the ever present problem. From year to year they find 

 they must have more consumers. These must be created. How to do 

 this fast enough to keep pace with the increasing product is a question 

 that will tax the skill of all the growers. That every pound of fruit 

 grown in California could find a market profitable to the producer if 

 properly brought to the attention of consumers there can be no doubt. 

 1 am not prepared to admit that we have reached the limit of profitable 

 production, not to say anything about the so-called over-production. 

 What we want is an orderly distribution of our fruit into the markets we 

 have, and the education of consumers to require more of it. As I have 

 said to this Convention before, people buy things because they see them, 

 and because they are presented in an attractive form. After having 

 spent a number of days at the recent Pan-American Exposition at 

 Bufialo, I feel safe in saying that no exhibit drew more attention or 

 created greater interest than that of California fruits, both fresh and 

 cured. The beautiful display of dried and canned fruits was an 

 unfailing attraction, and I have no doubt will bring thousands of new 

 customers for these products. It will surely be so if like fruits are offered 

 in the home markets where the people can see and buy them. Some 

 method must be devised by which these cured fruits, prepared in the 

 very best manner, can be put on exhibition, and sold in every city and 

 village over the country. Thousands ©f people who seldom if ever buy 

 California raisins, prunes, and other cured or fresh fruits, would become 

 regular buyers and consumers of them if they were brought to their 

 attention in attractive form, and at prices which would net the producers 

 handsome profits. Furthermore, the people must be educated by making 

 them acquainted with the delicious and health-giving qualities of these 

 fruits. They must be brought to the notice of the house-wife, the steward, 

 or the cook, as the case may be, day after day. As to the cured fruits, 

 I would say that the plan of putting them up in small attractive pack- 

 ages ready for market is a most excellent one, provided the necessary 

 machinery for distribution of them is put in motion. And every one of 

 these small packages should be accompanied by some formulas for pre- 



