iou Can Lead a Horse toWater 
T O UNDERSTAND the parallel between this well-known saying and 
the attitude of the present-day buying public it must be realized that 
seed merchants year after year send out increasingly beautiful catalogs 
offering the finest possible strains of seeds, bulbs, and plants, and the best 
quality of allied merchandise. Furthermore, many seedsmen, like ourselves, 
operate conveniently located seed-stores for the comfort and convenience 
of flower-lovers and other horticulturally inclined people. In these stores 
staffs of trained men are maintained, who are ever ready and willing to 
advise the experienced or inexperienced in regard to problems which may 
be either highly technical or exceedingly simple. 
In brief, the long-established and reliable seedsmen of this country do 
everything possible to serve their garden-loving clientele. But what then? 
Just as the horse, since the beginning, has had his attention drawn to 
something else when led up to the drinking-trough, so the hurly-burly of 
modern life distracts the public mind from the purchase of garden re¬ 
quisites early enough before planting-time and from entirely reliable sources. 
Such procrastination in seed- and plant-buying all too often results in the 
hasty and thoughtless purchase of inferior and unpedigreed stock, not only 
late in the season but from some temporary “garden department,” or other 
dubious source. The purchase of horticultural merchandise that has neither 
pride of ancestry nor hope of posterity is obviously an unwise investment. 
On the other hand, to buy seeds, bulbs, plants, and other horticultural 
merchandise where integrity lies back of every article, where records of 
lineage are kept, where adjustments, if needed, are cheerfully made, where, 
year in and year out, information and service departments are maintained, 
is sane, sound, and safe. 
but— 
what then? 
As New England’s oldest and largest seed and nursery establishment we maintain for our customers— 
1. Two large and beautifully appointed retail seed-stores. 
These are located at the Boston addresses given below. 
2. Extensive warehouses. Also in Metropolitan Boston, 
and easy of access, and at all times well stocked with 
seasonable merchandise. 
3. Nurseries and a fully equipped branch seed-store in 
Lexington, Mass. Here we offer a wide variety of trees, 
shrubs, and plants for landscape and home-planting. 
4. Service Departments. These include landscape and 
garden service as well as a complete Parts Department 
which supplies a multiplicity of parts for numberless new 
and old machines. 
5. Quarantine Records. This data regarding Quarantine 
Regulations eliminates embarrassment and disappoint¬ 
ment to customers in the shipment of seed and plants. 
6. Employment Registry. Through this department we 
supply superintendents, gardeners, general farm and 
garden help, dairymen, poultrymen, and greenskeepers. 
We always have in our files the names of reliable men 
who are seeking positions. Many of these men are 
personally known to our representatives. This service 
is free of any obligation or charge to either party. 
7. Weekly Radio Talks. For the pleasure of the garden- 
minded public, and as a means of furthering horticultural 
interest in New England, we give a 20-minute educational 
radio broadcast each Sunday evening at 7.30 p.m. from 
station WEE I, Boston. All who listen in on these weekly 
radio broadcasts are considered members of “Breck’s 
Radio Garden Club” which recently celebrated its 
400th consecutive weekly Club meeting. 
Joseph Breck & Sons 
LUTHER A. BRECK, President and Treasurer HAROLD S. ROSS, Vice-President and Secretary 
PETRUS J. VAN BAARDA, Nursery Manager RUSSELL O. GARDNER, Seed Department Manager 
NEW ENGLAND'S LARGEST SEED MERCHANTS • ESTABLISHED 1818 
FARQUHAR BRANCH STORE: MAIN STORE and GENERAL OFFICES: 
85 Franklin Street 85 State Street, Boston, Mass. 
Telephone connecting all Departments: HVBbard 1662 
NURSERIES: Massachusetts Avenue, Lexington, Mass. Telephone, LEXington 1700 
COPYRIGHT 1935, BY JOSEPH BRECK AND SONS 
WAREHOUSES: 
15-24 Lewis Wharf 
