



















oday, after an extended period of ‘com- 
romise buying’’ in many lines of mer- 
handise, the buying public is again look- 
ing for quality and sound value. Here at 
the California Nursery Company we be- 
ieve this demand is a fair one. When you 
lace an order with us, you are right when 
lou expect us to return full value for your 
money. We recognize and cheerfully ac- 
ept the responsibility. 
Actually, the willingness to stand be- 
ind our goods and services is as old as 
this oldest of western nurseries. Our foun- 
ders had one main objective: to supply the 
est quality possible in both new and 
standard varieties, at prices consistent 
with honest value. John Rock, who estab- 
lished the California Nursery Company in 
1865, was known widely and favorably as 
a man who took good care of his custom- 
ers. So too, were my grandfather and my 
father, during the many years of their nur- 
sery operations. Naturally, our organiza- 
tion has endeavored to continue the tradi- 
tion. As I write this, the fourth generation 
of our family is fast approaching young 
manhood, learning that full value means 
not only the best merchandise we can 
grow, but the best service we can give as 
well. 
"In the case of nursery stock more often 
than with other kinds of goods, the buyer 
's unable to determine fully the grade and 
quality of his purchase. He is, to a great 
degree, dependent upon the integrity, ex- 
perience and reputation of the nursery- 
man. It is not always possible, at the time 
of buying, to ascertain if the plant ma- 
terial is true to name or true to color. Er- 
‘ors occur, even though a nurseryman has 
the most honest intentions, when routines 
of labelling and handling from field to 
salesyard are imperfect, or when a retail 
nursery must depend on labelling by a 
wholesaler. In this very important pro- 
cedure the California Nursery Company 
has a distinct advantage, for we grow by 
far the greater percentage of all the. ma 
terials we sell, and exercise unusual care 
to maintain proper identification at every 
step. Correct identification is one of the 
several reasons why we say “it pays to 
buy direct from the grower.” 
We realize, also, that to properly serve 
you it is necessary that everyone in our 
organization, from field to office to sales- 
yard, shall do his job well—and as a 
member of the “team.’’ During the past 
year, acting upon suggestions from mem- 
bers of our staff, a substantial amount of 
progress has been made to expedite the 
flow of work and improve our customer 
service. Please feel free to write, tele- 
phone or visit us whenever you have any 
suggestions to offer. You may be sure 
your comments will be welcome as well 
as will your questions about gardening 
problems. 
To all of our friends—here at home, in 
distant states, and in foreign countries, 
especially to our loyal customers in Latin 
America; and to clients of our Landscape 
Organization, may I say that full value 
and complete satisfaction is the custom- 
er’s reasonable right, and the first tenet 
of our business operation. 

i bch) 
PRESIDENT 
[2] 
me delicate compli- 
Mientary tones of the 
orious new PEACE 
se make it an ideal 
bject for arrange- 
ments. 

82nd YEAR 
he Finest New Rose 
f the Decade... 
PEACE 
(Plant Patent No. 591) 
AACE. R52. (Mme. A. Meilland.) Plant Patent 
o. 591. Pictured above. Offered last fall for the 
st time, this is the only rose to win the 1946 
ll-America Rose Selections Award. One mar- 
1 of this rose is the range of colors through 
hich it passes, from opening yellow buds, 
ith edges picoted cerise, to glorious five-inch 
ooms of alabaster-white. Each petal is edged 
ith pink that seems to deepen as the flowers 
owly open. Though the bloom is unusually 
rge, its effect is that of a delicate and almost 
hereal loveliness. The large individual petals 
radually open, a few at a time, around a high- 
ointed center heart of tawny yellow. 
The vigorous plant is as superior as the 
loom, with clean, holly-like glossy foliage. 
lowers borne singly on strong straight stems, 
re unusually long lasting. For best results, the 
artially-opened buds should be cut when pink 
egins to show in the margin of the petals. 
looms are produced in succession throughout 
e season. A single plant shows, at one time, 
looms in various stages of opening and chang- 
g colors—canary yellow, pale gold, cream, 
ory and alabaster-white; cerise, soft rose, 
pple-blossom pink and finally, a soft pink- 
vender. 
The pink suffusion in ‘'Peace” is accentuated 
warm weather and in warm climates, but not 
pronounced in cooler areas. The rose is beau- 
ul everywhere. We can recommend “Peace” 
r all rose-growing sections without feserva- 
n. $2.50 each, 3 for $6.25. 



