Wauwatosa news. [volume] (Wauwatosa, Wis.) 1900-1948, 1904-01-09
TEA OF cEYLoN.
Popularity of the Island Shrub DHe
Merit and Adyarfising


Before Ceylon tea was sold ia s,s
great extent in this country the ten H.,
was used game from Japan ana Chm
and was known as tea" No one borr
cred his head where it came from. ~.
tea growers and importers never cars
4 thought 10 a tea from any other CON.
Try. They We're probably aware thar
small quantity of tea was coming in fro,.
the Island OF Ceylon, but 5hey paid No.
attention TO it,
Meanwhile the tea growers Of Cevle,,
were not idle. They started in ia MI
vertise "Caylon tea" without any mas.
or brand The entire output of the =
iaml was controlled by ore company. ana
several concerns in this country began T.,
put up Ceylon tea under various bron5s
such as -Salada,' ''Tetley's," "Wbit.
Rose and many Others, some OF which
We're also advertised. often appearing adj.
Joining the larger advertisements o-
"Ceylon teas" The more concerns "
put az and advertise special brands fbs
more pleased was the Ceyl0n tea com.
hiration.
For the past ten years this plan ba.
been kept mp. and a liberal advertiser.
campaign maintained daily newSDanar,
being used principally. The result has
been that in that time the ronsumption
of Ceylon tea in the United States hs,
increased from $4,000 pounds to 25O00
600 pounds.
And what have the Japan and China
tea interests been doing all this time,
Simply nothing. but sitting idly by ami
watching the tea industry in their own
country dwindling away, and this ia
spite Of the fact that they had it within
their power to prevent CeYlon tea fror,
ever having any great sale in this coun.
try.
The latter article did not depend upo,
superiority of quality for its large sale
To have worked along those lines would
have been an uphill came, for too lnuri
space would have been wasted in irving
to convert tea drinkers to a new taStf.
They worked on different lines Not
suggestion that there was any difference
in taste. They featured the price of
Ceyl0n tea. and that made the hit. Al
ways 10 some extent Il luxury tea had
never been regarded as low in price. a>
tea drinkers felt il should he. But here
comes Ceylon. costing much less, ana
when the thrifty housekeeper bought II
probably il did taste little different
but not enough to amount to anytbinr
alongside of the low price Besides /,
is probably a matter of fact that once
the taste for Ceylon is acquired it /,
lasting.
Three facts made it possible for thn
Japan and China tea people to kill off
their East Indian competitors: First. tba
high price the public had always paid
for the Japan and China product was
strong argument in favor of its quality
and that whatever was offered mt les>
price could be nothing but substitute,
for real tea; second, because Japan ana
China are the tea that was always used
and because there never had been any
other real tea; and. third, because The
Island Of Ceylon and adjoining territory
is the birthplace of the bubonic plague
and the source from which springs every
outbreak of that awful disease, the mos
deadly plague known to mankind.
Who could not but see that Ceylou
teas could have made little progress In
this country il their efforts had been
combatted with any kind of concentrated
effort by their competitors, who had tba
field practically to themselves? There is
still time to do something if the latter
will only wake EDUCATIONAL ADVERTISE