200 
AMERICAN POMQRQGICAE SOCIETY 
and to make its production staple is to increase its consumption, decrease 
the risk and cost of handling, and in this instance it forms a proper basis 
for advertising. 
Just a word on these points. The retailer and wholesaler today who 
handle apples buy them in the dark, so to speak. On Mcvnday they may 
prove to be good, on Tuesday fair and all the rest of the week very poor. 
The waste in many instances from decayed windfalls in the center of barrels, 
of cider apples and diseased stock is great. The retailer, therefore feels that 
he is forced to put his selling price high enough to protect himself against 
any emergency and keep it there. Do away with this uncertainty; give him 
a standard pack — a staple product — and he can afford to handle it on a small 
margin because he knows that he can depend upon the reliability of the 
commodity, and moreover we will then be in a position to consistently in- 
sist that apples be handled on a less margin. 
Now as to advertising: The commodity which you advertise must 
square with your promises, and when it does, there is no greater power 
under the sun. Advertising has changed the map of commerce. It has 
established financial empires and crowned “captains of industry.” It has 
created demand along a thousand lines and "stimulated industry the world 
around. In the Sulzer Act we have every requirement necessary to a scien- 
tific campaign. In the Standard Grade we have something definite and capa- 
ble of identification. No man can be misled. It is a specific brand and 
when he buys a barrel with that brand upon it, he knows that he will get 
what he pays for. Standard Grades can be advertised in good faith with 
the full assurance that they will make good no matter where they are 
bought, from one end of the country to the other and across the sea. 
We have the greatest power and the most favorable circumstances ever 
granted to an agricultural product. Think of it — a Standard Grade for apples 
established by the United States Government and on which can rest that 
powerful lever, publicity! Are we blind? Has reason departed? Is common 
sense no more? Can we do nothing but complain when the door of oppor- 
tunity stands wide open before us? Give me the power and I would pack 
every good apple in the barrel territory of the United States under the 
Sulzer Act; I would advertise those grades and I would guarantee to double 
and triple consumption at a fair price. The square deal, plus publicity, is 
the keystone to the arch and without it no great or lasting success can be 
achieved. 
So much for the barrel states. On behalf of the box states, a bill is alsio 
about to be introduced standardizing the box and allowing the word “Stand- 
ard” to be branded upon it providing the contents within are well grown 
specimens, of good color for the variety, free from insect injury, disease, etc. 
This bill will also require the name and address of the packer, the place 
where the fruit was grown and the number of apples to be branded on the 
outside of the box. 
We need, however, to take a further step and establish at least three 
absolute and compulsory essentials which will go far toward making ef- 
fective the conditional essentials, we have mentioned. 
