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BETTER FRUIT 



Page 7 



EVERY SfflPPER 



Should aim to retain his identity and 

 build up his business year by year, by 

 shipping exactly what he quotes, and by 

 confining his business relations to reliable 

 dealers. 



No shipper can safely rely entirely 

 upon his individual knowledge of his 

 distant customers' "business methods" — 

 it is necessary to know how such cus- 

 tomers have treated other shippers. The 

 Produce Reporter's Credit Book ("Blue 

 Book") and the Weekly Credit Sheets, 

 and Special Reports keep Members fully 

 posted up to the minute. 



Again, no shipper is so well equipped 

 that he can get as good results when 

 shipments are "refused," or complaints 

 made, as he can through the Adjusting 

 Department of the Produce Reporter. 



Finally, Members of this organization 

 do not lose their identity — do not turn 

 their marketing over to others, perhaps a 

 thousand miles away— but do their own 

 business — the doors of opportunity are left 

 open for the expansion and permanent 

 development of their business through 

 their own enterprise and ability. 



No matter how reliable the party who 

 wishes to do your business for you (and 

 there are many — though perhaps more 

 who are not), carefully consider the 

 future — what is there in their "System" 

 FOR YOU? 



Send for pamphlet, "Four Ways to 

 Market Your Crop." Tell us, how many 

 cars, what, and when (approximately) 

 you will be ready to ship. 



Produce Reporter Company 



34 SO. CLARK STREET 

 CHICAGO 



Reference: Telephones 

 First National Bank of Chicago Randolph 3412 



3413 



Gibson Fruit Company 



(Not Inc.) 



WHOLESALE COMMISSION 

 SHIPPERS' MARKETING AGENTS 

 FRUIT AND PRODUCE 



Our own Cold Storage Plant on premises 

 Codes: Capacity 200 Cars 



Modern Economy 131 South Water Street 

 Revised Economy CHICAGO 

 Revised Citrus 



Selling Apples 



Science and an Art 



It would by no means be stretching the truth to 

 declare that an elaborate treatise easily could be written 

 wherein ample proofs could be cited to prove that 

 there is a science as well as an art involved in the 

 successful selling of Western Box Apples, as well as 

 Western Fruits generally. 



Why? 



As a science we know it takes years of experience 

 to gain the exact knowledge of varieties, keeping 

 qualities, trade preferences, etc., to say nothing of the 

 "eternal vigilance" regarding market conditions from 

 season to season — aye, from day to day — in order to 

 reach even a fair success in the way of keeping values 

 and prices on speaking terms. 



As an art, the business involves every requirement 

 that goes to make "every man an artist in his way." 

 Your apple man to be worth while must amass a variety 

 of essentially technical detail that goes to make the 

 finished salesman, for finished salesmanship is now 

 conceded to call for talent of the highest order. We 

 mean talent, not "oxaline." 



Yet withal, the matter of selling Western Box 

 Apples and other Western Fruits is a decidedly prac- 

 tical matter. It is largely a proposition to convert the 

 fruits into as much of the "coin of the realm" as 

 possible, and do this with certainty and dispatch. 



For the past several years we've handled thousands 

 of cars of these fruits annually, and we take pardonable 

 pride in our record for RESULTS. 



Correspondence solicited. 



Gibson Fruit Company 



CHICAGO 



WHEN WRITING ADVERTISERS MENTION BETTER FRUIT 



