4 
QUALITY, 
PURITY 
TO DO ONE THING WELL THE SEEDMAN 
SHOULD SPECIALIZE 
IS axiomatic that as attention is divided between several objects, the care that can 
be given each of them is correspondingly lessened. This applies no less to the seed 
industry than it does to other business. Some seedsmen attempt to spread their attention 
over the production of practically every kind of vegetable seed. As he does this he finds 
that his attention is entirely absorbed by the production, and he can give no attention to 
the development of his seed. On the other hand, some seedsmen have become specialists, 
limiting their production to one type of seed, in order that part of their attention may 
be given to improvement and development work. 
A cantaloupe Reid just before seed harvest. Note how well the vines have 
stood up although the melons are mature enough for cutting. 
Seed from a Reid such as this will give you a real crop. 
Adopting this latter policy, we have centered our attention on cantaloupes, giving 
considerable time and money to the improvement of the strains of cantaloupes. That 
this system of specialization is successful is proven by the ready adoption of the new 
varieties we have introduced and by the steady increase in the volume of our business. 
Believing that we are being of some assistance to the cantaloupe growers of the 
country, we enjoy our work of selection and improvement of cantaloupe varieties. We 
are quite content to let other seed firms or farmers make improvements in varieties of 
corn or beans or tomatoes. Their work in their particular chosen fields are quite as 
valuable as the work we are doing. But none of us could be successful if we tried to 
do them all, hence each of us must specialize. 
We believe that we can safely say that no other seed house can offer you canta¬ 
loupe seed which has been given the care and attention that we give to our seed. Knowing 
the exacting demands that you will make of our seed we nevertheless can offer it to you 
with confidence. 
