132 



TWENTY-EIGHTH FRUIT-GROWERS' CONVENTION. 



to more than thirty cents. His neighbors called him " bughouse," but 

 they now read books from his free library and take their recreation in 

 public parks he has made possible. 



There are a dozen or more propositions lying around loose in the 

 State of California that have as much merit as either one of Mr. Post's 

 articles. All these propositions need is a good swift " Post" push, 



California as a fruit producer is already advertised to the world, yet I 

 want to put the question: Do you gentlemen think that if the Armours, 

 or Mr. Post, or John Wanamaker, or Marshal Field, or the Cream of 

 Wheat people were in the fruit business in California they would go 

 along from year to year running their canneries without trying to create 

 a special demand for their particular brand? Would not these gentle- 

 men as soon as the season for canned fruits opened in the fall, begin a 

 systematic campaign for their particular product in the journals that 

 would reach the women of the world? Would not any one of these 

 masters of commerce put up a good article of canned fruit, advertise it 

 extensively, and have nerve enough to ask a price for it that would pay 

 a handsome profit? Would they not have faith enough in advertising 

 to know that the money so invested would secure to them the larger 

 profit which they seek? 



You do not find these gentlemen doing business on a pig-iron basis, 

 and why should California products be degraded to that level? 



Put out a good article, whether it is fruit, nuts, celery, or wine; give 

 it a good name; give it a handsome label or package; put a progressive 

 management and an alert salesman behind it; charge a good price for 

 it; advertise it to the world, and you have got a success. 



Heinz's pickles are no better than half a hundred obscure brands that 

 might be picked up, but the advertising of fifty-seven varieties has made 

 the Heinz people rich beyond their wildest dreams. What has been 

 done in Pittsburg can be done in California. 



Why does Mr. Snider hold the catsup business of America in the 

 palm of his hand? We can raise better tomatoes and just as cheaply 

 right here on this Coast as can be raised in Cincinnati, and we can raise 

 them every month in the } r ear. 



As I see it, there is almost no limit to what can be done with and 

 through the proper advertising of California products, especially Cali- 

 fornia fruit products, but it must be done on a business basis. If you 

 are going to let the Eastern grocer scoop your evaporated fruits out of 

 boxes sitting around on his floor, you might as well stop advertising 

 that evaporated fruit before you begin. 



There is only one way to do it and that is the right way. An adver- 

 tised article must be put up in an attractive package of a size and at a 

 price which will be most convenient to the consumer. The moment you 

 leave the slightest opportunity for a merchant to substitute some other 



