J. W. JONES & SON, FRANKLIN, VIRGINIA 
3 
1934 
99 
ERHAPS it is quite true to say that 1933 marked the 
low water mark in recent years for cash returns on strawberries. Surely it 
has been a number of years since profit results were so disappointing. 
A number of reasons contributed to this result: we were just emerging 
from the extreme depression following the Bank Holiday; the season was 
distressingly rainy, resulting in poor marketing quality; the opening of 
Spring was late, holding back Southern berries into an overlapping of the 
Northern sections; and lastly there was, under conditions, an over production. 
For this year we believe that conditions are quite different. No one may 
venture to guess the opening date of Spring v/eather, but we do know that 
business has greatly improved under the “New Deal;” that all probabilities 
are that we shall not have a repetition of th torrential rains that afflicted so 
many sections; and that there will not be the overproduction that marked 
1933. We feel every confidence that this year will be marked by at least, 
reasonable profits for the man who has strawberries to put on the market. 
Now let us turn our eyes to the future. We realize that undertaking 
to play the role of prophet is at best a risky undertaking. We do feel, 
however, that to the man who plants berries this Spring there is certain to 
be a reasonable profit assured. We do not see how berries can fail to bring 
a fair price in 1935. May we suggest some reasons: viz—^the low prices 
prevailing in 1933 will discourage many growers from planting, some at all, 
and all somewhat; in all growing sections that we know about berries have 
not done well, few plantings will be “carried over” for another year’s crop; 
and then we have every confidence that American buusiness is definitely 
“around the corner” and that the purchasing power of the country will 
steadily gain. This in itself is a guarantee of better prices. This does not 
mean that we are advising our friends to go heavily into the planting of 
strawberries. But we do believe that with a careful selection of soil and 
varieties, a reasonable profit may be confidently anticipated. 
We have faith in strawberries. An observation that is swiftly verging 
into fifty years gives us this faith. They do not always pay, but they do 
pay oftener than any crop we know. 
In order to help in a low production cost for all our customers, we are 
making low prices. This does not mean that the quality of the plants is not 
of the highest, for it is. In all our experience we never have grown better. 
They are produced in a warm sandy soil that gives to you all the fibrous 
roots, so necessary to a quick start in their new home. They are true-to- 
name. They are packed right. They are priced right. We can fill your 
order for a dozen or a million, and, of course we want to do it. 
If an old customer and you buy, we know we shall get your order. If 
you have not used Jones’ plants before let us have your order this year. We 
can save you money and serve you well. 
With all the good wishes of the Season, v/e are. 
Very respectfully yours. 
J. W. JONES & SON. 
