WHAT IS 



IN 



A SEED? 



Tl 



^WO radish seeds when com- 

 pared will look nearly 

 identical. When planted 

 and grown, the one may easily 

 produce a coarse, acrid, worthless 

 root, while the other may easily 

 produce a smooth, glossy, attrac- 

 tive and tender radish. What 

 makes the difference? The seeds 

 look alike, and the seed which pro- 

 duces the poor radish will weigh as 

 much as the other seed. 



The answer gives the reason 

 for the faith in which the customers 

 of Beckert's Seed Store hold it. 

 For forty-three years the Beckert 

 name has stood for the difference 

 between the good and the bad in seeds. For all these years, the utmost care, vigilance, 

 and thoughtfulness have been put upon the selection and the growth of the seeds we have 

 offered and which we now offer for 1921. Packed in that radish seed which produced the 

 good radish is more than a generation of skillful discrimination, in order to keep faith 

 with the customers who trust us to get them the best. The other seed is cheaper, far 

 cheaper; it is easy to get and easy to grow. We do not have such seeds; we do not want 

 such seeds, for our customers expect of us that what we provide for them shall be the 

 very best obtainable. 



Again, consider the effort put upon growing the crop from the poor seed. It is just 

 as great, the fertilizer costs just as much, the same extent of land is used, and the failure, 

 therefore, by reason of the invisible lack in the seed is the more distressing, aggravating, 

 and disastrous. 



Confidence is the basis of our appeal to our customers who stay with us and to new 

 friends we hope to make. We ask them to believe that we are ready to serve them 

 with seeds of the best obtainable quality, grown for them and handled for them with a 

 single eye of producing for them the best available crops. 



In these days of high labor cost there is an additional reason for urging quality seeds 

 upon thoughtful growers. What does it profit the grower to have saved a few cents on 

 the cost of the seeds if he has wasted many hours of expensive time toward the production 

 of the worthless crop? 



"The choicest since 1877," Beckert's seeds in 192 1 are the best we know how to 

 provide. We offer them to you with confidence. 



Telephone: 



Private Exchange Cedar 9 



Beckert's Seed Store 



