"An Apple a Day Keeps the Doctor Away." 
"Food Value of One Apple Equal to one Lamb 
71 
Chop, Two Slices of Bread, or One Egg. 
etc., etc." 
Stress was placed upon the effect upon the vigor and 
health of children, upon the quality of the fruit, and the 
economy of the fruit eating habit. In addition to Jona¬ 
thans such varieties as Rome Beauty, Winesaps, and Spit- 
zenbergs were featured in the daily paper advertising. 
The campaign started October 15th and was continued 
for a month. Statements from wholesalers and jobbers in¬ 
dicated that they were well pleased with the results. 
Many inquiries were received from consumers who wished to 
purchase fruit by the box and sales of box apples were 
greatly stimulated. 
"The "Skookum Brand" is a good illustration of the 
policy of national advertising participated in by both 
grower and distributor. It demonstrates, further, the 
value of a trade-mark and the importance of standardiza¬ 
tion of product and package. Many growers organizations 
today are marketing their fruit through large distribu¬ 
ters such as the American Fruit Growers, Inc., and the 
North American Fruit Exchange, and are cooperating in 
financing consistent advertising of their particular 
brand. 
