104 
FLORIDA STATE HORTICULTURAL SOCIETY 
the conditions under which the fruits and 
vegetables were grown, and we would 
constantly keep before them facts which 
would stimulate their interest in these 
products and cause them to purchase more 
of them. Whether this kind of publicity 
would pay, I do not know. You have as 
good a right to your opinion as I to mine, 
and even better, for advertising costs 
money and you must pay the bill. 
There are two ways in which an adver¬ 
tising scheme might be financed. We 
could have a special assessment which 
each member would pay, and with this 
money carry on the publicity campaign. 
One large marketing agency has suggest¬ 
ed that each member of the league have 
the privilege of using a special mark or 
brand such as a red circle on the printed 
wrap, the individual brand being printed 
within this red circle. If this were prac¬ 
ticable it might be made use of. 
The second plan is that one made use 
of by the apple growers, namely the 
stamp idea. An attractive design is 
worked up in the form of a stamp some¬ 
what larger than a postage stamp. These 
are published in books, and are gummed 
ready to be attached. These stamps are 
sold for one cent each, or whatever price 
is determined upon, and the revenue is 
used for the advertising campaign. The 
stamps themselves are attached to the 
packages of fruit and thus identify the 
fruit with the publicity plan. There are 
many things about this last plan that ap¬ 
peal to one. It is simple, and the adver¬ 
tisements could refer to the stamp upon 
the box. Purely from the standpoint of 
finances, the assessment plan probably is 
more sure and easier. It might be possi¬ 
ble to use the stamp idea in connectior 
with the assessment plan if you so wished 
I have briefly outlined this idea of us 
ing the league as an advertising agency 
Two general plans of obtaining the nec 
essary funds for carrying this out hav« 
been suggested. There may be other anc 
better ways of doing this. Many of th< 
growers in The state are anxious tha 
something of this sort be undertaken 
Nearly all the larger marketing agencie 
have been consulted and favor the plai 
decidedly. The final decision, however 
rests with you. If you instruct us to g< 
ahead with it, we will work the detail 
of the plan out and attempt to get th 
greatest benefit possible from the mone 
spent. 
I have kept you too long already, 
was greatly impressed with the possibih 
ties of the league when I accepted th 
position of general manager. This in 
pression has been increased many time 
since I came to the state and began th 
work. Florida has great possibilities; i 
the main we are making use of these po; 
sibilities in a splendid way. In the pas 
too much energy has been wasted in figh 
ing among ourselves. But a new day hi 
dawned for us. We realize that in tl 
large majority of things that affect u 
we stand together. This league woulj 
not have been possible ten years ago. T( 
day it is organized complete without 
trace of friction or discord within it. 
doubt if there is a person here who w: 
prophesy of our future if this same spi 
it continues. 
The remainder of the session was d 
voted to the work of the Florida Gro> 
