New-York tribune., 1906-08-19
TEAS REAL VALUE.
WHO SHOULD INTERPRET.
Retailer Can Further Tea Education
and Reap Bounte0us HarUest.

In the last number the matter discussed-tea's
economic value TO this country-was introduced 70
pave the way for that which will be here presented
the relation OF the retailer to the tea trade and
the public. and the splendid opportunity offered
him therein TO his country. his custom and
his pocket. As he is just as much well-wisher OF
his country as any other man. and Just as ready
70 render It more substantial aid II called upon 4.
IS waste of argument 60 point out 90 the retailer
that while he is helping his pocket by the sp-
pcation-tO his business-of proper business orinci
pies he IS aiding this United States the best
possible advantage the ''open door, I'm the Far
East. for which IL has fought end, in fact is yet
fighting. by passing through Il manufactures
for only through taking the Oriental's staples win
he be led 20 take ours-tO the extent that will
rich the American people, among them the retailers
own customers
He is the sands Of the seashore-in num-
ber-to the importers and distributors and Il IS
he only who directly in contact with the
people. the consumers. Neither TO Uncle Sam, who
protects the latter against substitution and aduIter
alton. nor 20 the able first hands, here. is the
way open 20 a dissemination of the knowledge OF
tea necessary TO its increase in popularity; these
purveyOrs- Of realms domestic and jealous guard
fails OF the welfare thereof. The retailer indeed,
comes not only in direct, but in daily contact with
there, and often as confidently relied upon
tEori5y and a valued counsellor on questions COM
missariat- Il he rightfulIy gains. and conscien-
@AOooAJ a
knowing and selling good teas. IT will bring 20,
and retain for. him good. steady and permanent
trade in all he handles
The question arises How shall he earn this reul-
tatiOn! lt is easy to understand that he cannot
90 so by ignorantIy estimating the worth OF teas
equally pIain that deTiSe sed tS n IG5 [ne and y s
figures far above their actual value. simply be-
cause he has innOcentIy paid far TOO rnIIch FOR
them win not help him TO attain the desired end
d e sn9ulG NO I'd set aSout acquiring the expert nowl
select goods that. though offered az a generous
that there's many a scrupuOusly honest retailer
ity considered. although if reckonsd agafRss their
cost to him. the figures would be NOT uareasona Be
Another thing: the most far-sseine and expert
PTacuce or giving premiums. Those that do not
oIun{y stignatze it as unfair dealing describe IL
no dealer can afford 20 give Something for moth
ing g whatever value is in the premium must
then they say, as the customer Is or later
stocked up with premiums, and as the tea-as tea
elsewhere In other words. premium giving does
not build up the permanent custom or goodwill
fall to commend itself TO the business man as an
expedient, even IL the moral view OF the practice
But there's point more worth the retailers con-
SderatlOn than any OF these one to which attention
articles: He can better afford 20 keep good than
cheap teas for. he will discover II he will make
just as muchand ph more e M Sim eRcn ana Sae4 e
he will. he will then be in position do pro-
value of his trade-by holdingt..
Having gotten good tea. et'hr1-if his customers
trouble her: ''I VIII give you a cup Of my
tea so that you may satisfy yourself as TO its
Tending her amour prOpre. he can manage in maxi
ing the infusion 20 let her see how Il should be
cup qualities and how these are determined Whe5 t
she takes IL home she will Know how to herself