♦ ♦ 
Old Deals * + ♦ New 
and Square 
^ I N 1818 Joseph Breck started to sell seeds to the people of New 
f England. Life in those days was simple. Business transactions 
/ were largely between individuals as they met. Telephone orders 
were even less dreamed of then than television orders are now expected. 
The modern mail-order business was unborn. Typewriters were un¬ 
known and bills were made out by hand. 
But business was profitable. People bought of merchants whom 
they recognized as reliable. The basic law of supply and demand 
ruled. Square Dealing was the order of the day. Contracts were con¬ 
tracts. Sixteen ounces—no more and no less—made a pound. A dollar 
was hard earned, but it was a hundred-cent dollar, and it was yours, all 
yours, when you got it. 
Today Joseph Breck’s great-grandson is President of the Company, 
and his great-great-grandson is taking an increasingly active part in 
the conduct of the business, which is, possibly, fortyfold greater than 
it was one hundred years ago. 
The simple, but in the essentials, abundant life of those days differed 
vastly from the complex, yet so-called “abundant life” of today. Square 
Dealing nevertheless needs still to be the same, and it is with Breck’s. 
Follow the fortunes of this Breck Seed Business. Born as the War of 
1812 began to be a memory, it grew steadily through the years, be¬ 
coming more and more of a New England institution in the fields of 
horticulture and agriculture. The Civil War was lived through and the 
Spanish War, as well, each being followed by disturbed business con¬ 
ditions—actual depressions, in fact, but, in the language of the day, 
termed “panics.” In 1921, following the tremendous World War, a 
financial orgy began. A “new era” was constantly referred to. Yester¬ 
day’s happenings were forgotten. Tomorrow’s were ignored. Dreams 
of ease and luxury o’erspread the land. We are now in “the day after,” 
or the New Deal. We cannot believe that this in any way supersedes 
the Square Deal. 
We firmly believe in the Yankee spirit for America. People yet 
prefer honest merchants, from whom they can buy honest merchandise 
at honest prices. As specialists in seeds and horticultural merchandise, 
with a three-generation-perfected service of supply, we yet continue 
the Square Deal methods. 
The law of supply and demand will, in the long run, continue to 
control commodity prices, for water still refuses to run uphill! ! ! 
Joseph Breck 
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 15-minute 
educational radio broadcast each 
Sunday evening at 7.30 P. M. from 
station WEEI, Boston. All who lis¬ 
ten in on these weekly radio broad¬ 
casts are considered members of 
‘'Breck’s Radio Garden Club,” which 
recently celebrated its 450th con¬ 
secutive weekly Club meeting. 
EMPLOYMENT REGISTRY 
Through this department we sup¬ 
ply superintendents, gardeners, 
general farm and garden help, dairy¬ 
men, poultrymen, and greenskeepers. 
We always have in our files the. 
names of reliable men who are seek¬ 
ing positions. Many of these men 
are personally known to our repre¬ 
sentatives. This service is free of 
any obligation or charge to either 
party. 
Joseph Breck & Sons 
LUTHER A. BRECK, President and Treasurer 
RUSSELL O. GARDNER, Seed Department Manager 
HAROLD S. ROSS, Vice-President and Secretary 
NEW ENGLAND’S LARGEST SEED MERCHANTS 
ESTABLISHED 1818 
FARQUHAR BRANCH STORE: 
8 5 Franklin Street 
MAIN STORE and GENERAL OFFICES: 
85 State Street, Boston, Mass. 
Telephone connecting all Departments: HUBbard 1662 
, « < 
COPYRIGHT 1936, BY JOSEPH BRECK AND SONS 
WAREHOUSES: 
15-24 Lewis Wharf 
