128 



TWENTY-EIGHTH FRUIT-GROWERS' CONVENTION. 



of cured fruits and a bill showing the price that was paid. The lady 

 in the case recently reached Vacaville, and with her were one pound of 

 cured peaches, one pound of apricots, and one pound of pears, all grown 

 and cured in California. For the three pounds of fruit the lady paid 

 5 shillings and 6 pence, or $1.32, an average of 44 cents a pound. An 

 examination of the fruit showed that it graded as follows: apricots, 

 fancy; pears, extra choice; and peaches, choice; the probable cost in 

 California and the price paid to the grower being not more than 5 cents 

 a pound for peaches, 6 cents a pound for pears, and 1\ cents a pound 

 for apricots. In other words, the entire three pounds probably brought 

 the grower 18-J cents, and the consumer paid $1.32 for the same article 

 in the London market; a difference of $1.13-J. Out of that s\im must 

 be paid the cost of handling, freight, etc. The freight charge is 

 relatively a small matter. There were three, or perhaps four, pairs of 

 hands through which this cured fruit passed — the packer, the Eastern 

 jobber, the London wholesaler, and the retailer. Allowing, as one may ? 

 for a liberal slice for each of these gentlemen, is there not an altogether 

 too great difference between what the grower received and what the 

 purchaser had to pay? No one, it is thought, will say "no" to this 

 inquiry. The several handlers are entitled to a fair share in the series 

 of transactions which brings the product of the orchardist to the table 

 of the consumer; but no one can countenance any such excessive profits 

 for the middlemen as is here instanced. It hurts the industry as a 

 whole, and is another point for those interested to grapple with. 



An undeniable influence in increasing the consumption of California 

 fruit products, whether in this or in a foreign country, is an intelligently- 

 conducted campaign of advertising. The efficacy of judiciously-placed 

 and well-prepared advertising is too well appreciated to need other 

 than passing mention. It is too late in the day to argue the value of 

 advertising, of itself. In these times, when a score or more of mer- 

 chants are each spending $100,000 and upward yearly and employing 

 men to conduct the department, at salaries ranging from $5,000 to 

 $12,000 annually, it were idle to waste time in an effort to convince 

 some one of the fact that "advertising pays," to prove to some benighted 

 individual that there is indeed virtue in printer's ink. 



It can be stated, however, that the general advertising of California 

 fruits will not do. There must be something specific about the work. 

 A system of brands should be introduced, and the use of them must be 

 extended, and these should be hammered, through the press and possibly 

 elsewhere, so that all shall in time become so familiar with the name or 

 design of the brand that it, and what it represents, form one picture in 

 the mind of the reader. 



As to matters of publicity, it can be said that integrity as a basis, 

 more than anything else, wins success. The advertisement may be 



