"The Finest Fruit we have 
ever had in our store" 
Says proprietor of Red and 
White Store in Anaheim, Calif. 
Read His Letter 
Anaheim, California 
Knott’s Berry Place, July 25, 1935 
Buena Park, Calif. 
(lentlemen: 
We wish you to know how pleased we 
are with the Boysenberries we have 
handled this year from your place. When 
you called our attention to them at the 
beginning of the season, we were rather 
hesitant about starting to use them be¬ 
cause they were priced so much higher 
than other varieties of berries. And as 
you will remember, the first day we took 
only one-half crate, and as these sold 
readily, the next day we sent for a crate. 
The following day it was two crates, and 
so on until we were using as many as 
five crates per day. 
Our business has built up on Boysen¬ 
berries right along through the season 
and, when we could get all we wanted, it 
has been hard to sell other kinds of ber¬ 
ries although they were much cheaper. 
Very truly yours, 
(RED & WHITE STOREl 
(Signed) Mostyn Koehler. 
Suggestions for Roadside Selling 
Make the place neat, attractive, simple 
and keep it clean. Do your advertising 
along the road, making the signs large 
enough to be easily read, and spaced so 
that the motorists reads one immedi¬ 
ately after the other. The fewer words 
on each sign the better. Make them 
plain and neat but not fancy. 
Never allow tobacco, candy or soft 
drink salesmen to plaster up your place 
with their signs, even though you may 
handle these items as a side line. 
When your customers stop give them 
the same quick, efficient service they are 
used to in the best stores in the city. 
Wrap the packages securely and neatly 
and never use old newspaper. 
Try to be sure that the customer will 
be as well pleased with the purchase 
when it is used as when it is bought. 
For instance — if you have some fine 
looking, but very ripe fruit, which you 
know will not keep, price it on its merits 
and tell the customer, so that it can be 
used at once. The customer appreciates 
this honesty and thoughtfulness and 
comes back, and, sends others. 
Never forget that your object in run¬ 
ning a retail market is to get higher 
prices than if your crops were sold 
wholesale; so never try to retail at, el¬ 
even very close, to wholesale prices. 
Should your customer remark that she 
can buy just as cheaply in the city, you 
can remind her that you are giving the 
same retail service that she gets in the 
city and much fresher and better quality 
fruit. 
Have a specialty — some variety that 
you can excell in. This will identify 
your place and make people talk about 
it, and this is what makes you known 
and brings your customers. 
Be pleasant and friendly, and put your 
customer’s interests ahead of your own. 
This does not mean that you are to sell 
quality products cheap, for that would 
simply put you out of business. 
Use as much thought in marketing your Berries as in 
growing them — That is where your money is made 
Although our nursery and berry fields 
are located 22 miles from Zios Angeles, 
and several miles from any other cities, 
we have built up an excellent business 
in our restaurant department, featuring 
chicken dinners and fresh berry pies 
(we freeze the berries for fresh berry 
pies throughout the year.) Between 
January 1 and December 1, 1938, when 
this catalog went to press, we served 
249,434 dinners. 
This department is managed by Mrs. 
Knott and our daughters, and is men¬ 
tioned here to call to your attention the 
possibilities of marketing in other forms 
than the usual wholesale way. Mrs. 
Knott started just a few years ago with 
5 tables in a 20x20 room, adjoining our 
berry market, and now can seat 400 
people at a time, and often serves 2400 
dinners on Sunday between 12 noon and 
9 F.M. 
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