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TWENTY- EIGHTH FRUIT-GROWERS* CONVENTION. 



promotion work is a benefit rather than a menace to our fruit products' 

 and every fruit-grower should contribute generously to the work now 

 being done by commercial organizations. These public bodies, follow- 

 ing close on the heels of the great advertising work of the railroads, 

 have opened up a way> and, like the children of Israel, the fruitman 

 can now go up (or rather east) and possess the land at a much less cost 

 than it could otherwise be done for. 



There is but one California. California is a good name to conjure 

 with. California is a good brand to put on your fruit. The word Cali- 

 fornia has an actual money value; it should be counted as one of your 

 greatest assets, and protected. I wish I might dwell at length on the 

 importance of protecting that name California, but time forbids. 



You have a great educational work to do, first, with the growers; 

 second, with the packers; then with the large distributers, followed .by 

 the large dealers, the small dealers, and last but by no means least, 

 with the consumers. The advertising matter that goes to each of these 

 classes must be, of a nature to interest and instruct the person who 

 receives it. It will be readily seen that you can not send the same 

 advertising (the same information) to all. What would be beneficial to 

 the dealer would not be particularly so to the consumer, and vice versa. 

 If you will but keep in mind that advertising is information, and that 

 information and knowledge about the true condition of affairs is what 

 is wanted, you w T ill better understand why good advertising will secure 

 for you the desired end in all of your deliberations. 



Good advertising will secure for you an increased number of con- 

 sumers, a firmer market, less friction with the packer and seller, better 

 transportation rates, better transportation facilities, satisfied growers, 

 better prices; yes, and I will go further than this, advertising will route 

 cars. I imagine I hear some of you asking the question, "How is adver- 

 tising going to route cars ? " I reply by referring to that definition of 

 good advertising which I gave you a moment ago. 



California fruits possess strong talking points, and there is no excuse 

 or reason for telling any fairy tales. A prominent railroad official is 

 credited w r ith saying that you have to lie about California in order to 

 tell the truth. I certainly believe in telling the truth, and while you 

 are about it the whole truth; but I desire to impress upon you this fact, 

 that in advertising it is never wise to make a statement that may not 

 be believed by a majority of those who read it; in other words, your 

 advertisements must be credible in order to be profitable. 



The business and selling points of California fruits are good enough, 

 and the half has not yet been told. 



I have previously and at different times called attention to the paper 

 wrappers around fruit being used for advertising purposes, and I under- 

 stand that it is being done to a greater extent than heretofore. Some 



