Page 42 



NEAT AND ATTRACTIVE 



THE MODERN WAY of marketing 

 goods is the "trade-mark" and the 

 package way. The trade-mark is essen- 

 tially nothing more or less than an 

 identification, so that if you like the 

 goods you can purchase them a second 

 and a third time, and thereafter, and 

 know you are getting the same brand. 



The package serves not only as a 

 carrier of the trade-mark and the con- 

 tainer for the goods, but it is the buyers' 

 protection, as it insures cleanliness and 

 sanitary packing. 



The commonest things of every-day 

 consumption are now being sold in 

 packages. 



The farmers formerly brought butter 

 to town in crocks and traded it for gro- 



ceries. Now it is put up in the creamery 

 in squares, wrapped in parchment paper 

 and sold under a trade-mark. 



The qualitj^ is uniform and a demand 

 grows for certain brands. Is there any- 

 one who will say the dairying industry 

 is not in a better condition today than 

 before the introduction of the trade-mark 

 and package idea which revolutionized 

 the butter business? 



The mannfacturer or packer of a trade- 

 mark package must keep the quality of 

 his brand up to the mark, else he will 

 fall behind in the race. He must improve 

 it if he can, else his competitor will out- 

 distance him. Such rivalry is desirable 

 and gives the consumer the best value for 

 his money. 



The manufacturer or packer of a trade- 

 marked brand of merchandise can create 

 a demand for his commodity by adver- 

 tising it to the consumer, and the dealer 

 cannot stop handling it at will. Just as 

 long as he keeps up the demand he is 

 sure of a sale. 



His safety lies in maintaining the 

 quality of his brand, and he will know 

 that it reaches the consumer as it leaves 

 the factory or packing house — without 

 being tampered with — without becoming 

 contaminated by handling with unclean 

 hands. 



Twenty-five years ago who would 

 have said the humble codfish would ever 

 be sold in a neat little package with a 

 trade-mark? Who would have expected 

 to buy cube sugar in a lithographed car- 

 ton; milk or cream in a tin; rice in a 

 box; cream cheese in a tinfoil, trade- 

 marked package, or a little wooden box 

 with a label? 



BETTER FRUIT 

 PACKAGES SELL GOODS 



The pig, but a few years ago, yielded 

 ham and bacon and lard and sausage. 

 Today he yields a score or more of 

 articles, sold under trade-marks, in car- 

 tons, tin and glass. 



The packer or grower of apples uses 

 the modern way and puts up his fruit in 

 a package which bears his own trade- 

 mark, and which keeps the apples in 

 good condition and makes it convenient 

 for the buyer to carry the package home. 



Pack your apples in "Rulofson's Cor- 

 rugated Cardboard Boxes." 



Many a person would carry home a 

 box of fruit who would not carry a paper 

 bag. The bag is inconvenient to carry. 

 The thought of the bag leaves the fruit 

 unsold. In a neat box the inducement 

 to buy is increased. If the fruit is good 

 and some is wanted the buyer knows 

 what brand to ask for. For further 

 information concerning this package 

 write to A. C. Rulofson Company, 

 Monadnock Building, San Francisco. 



[Editor's Note. — The editor saw this 

 package for the first time at the Spokane 

 National Apple Show in 1909, and was 

 so impressed with it that he secured 

 some photographs, from which he had 

 cuts made, publishing a special article 

 about this corrugated box for packing 

 fruit, which was illustrated on page 48 

 of the July edition, 1910. Most of the 

 subscribers of "Better Fruit" know that 

 the editor was reared in the fruit busi- 

 ness in California, and has been engaged 

 in the fruit business in Hood River Val- 

 ley for eight years, being manager of 

 the Hood River Fruit Growers' Union 

 for six years and of the Apple Growers' 

 Union for three years, and continually 

 a director of same, consequently has had 

 a splendid opportunity for studying the 

 marketing problem of the fruit business, 

 and during these several years has inter- 

 viewed and discussed the marketing 

 problem with probably several hundred 

 Eastern dealers. The editor was so 

 impressed with the value of this package 

 that in his address before the Western 

 Fruit Jobbers' Association at Sacra- 

 mento, California, the following extract 

 was included: "Gentlemen — If you want 

 to do more business you must endeavor 

 to increase consumption, and, I think, by 

 creating a sale for apples by the box will 

 assist in doing it. Some package should 

 be perfected not only for apples and 

 oranges, but for other fruits that would 

 contain a small quantity neatly done up 

 and ready for the purchaser. I believe 

 we need, and should have, a package that 

 would hold a dozen apples, a dozen 

 oranges or a dozen of some other fruit, 

 and such packages should be made of a 

 size and shape so that six, eight or ten 

 might be put in an ordinary sized case. 

 Mr. A. C. Rulofson, Monadnock Build- 

 ing, San Francisco, has invented a small 

 package which bids fair to be an impor- 

 tant factor for increasing the retail sale 

 of apples. The paper bag is a very 

 inconvenient package in which to carry 

 home a dozen apples, particularly if you 

 get into a crowded street car and hang 



May 



on to the strap. You know the bag will 

 burst and, therefore, you won't buy the 

 dozen apples. The package made by Mr. 

 Rulofson is composed of corrugated 

 paper, holds a dozen apples and is sup- 

 plied with a small, neat wooden handle 

 similar to the ones used on shawl straps. 

 It is a very convenient package and one 

 which the retail fruit dealer can have 

 ready for immediate delivery, and one 

 that will not go to pieces, and the cus- 

 tomer can conveniently carry it in the 

 crowded street car or anywhere else." 



There were several hundred fruit deal- 

 ers present at this meeting, and the 

 editor conversed with a large number 

 afterwards who enthusiastically indorsed 

 the suggestion. It is needless to say 

 that the wholesale and retail fruit dealer 

 will welcome with open arms such a 

 package. The consumer, who is carry- 

 ing his fruit in a paper or basket will 

 probably be more enthusiastic than any- 

 one else. The customer wants just this 

 kind of a package, and just such a pack- 

 age is necessary to increase sales. Grow- 

 ers know how to grow good fruit. The 

 marketing of it is a problem with the 

 fruit grower today, and any package that 

 will help increase sales should be 

 adopted. It is the duty of every fruit 

 grower to do everything in his power to 

 help increase sales for his own good. 

 It is believed by those who have seen 

 this package that it would be an assist- 

 ance in doing it and, therefore, every 

 fruit grower should order a moderate 

 sized quantity of them for this season 

 and watch closely the result, which it 

 is believed without any doubt will be a 

 great factor in increasing consumption.] 



