The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1908-05-31

accredted oniy 70 "t trusts afe r Tsua es
cnnnge is not trust. however. in
that 1t does not FIX prices. and that It's
work Is done without contemplation
OF profit for the central organization.
The packing. handling and distribu-
ton OF tho fruit is done at cost. This
method has reduced tho cost or pack
Ing and marketing from rs cents to
% cents box, despite tho greatly In
creased cost OF packing materials.
Inc annual business OF the exchange
mas grown 80 that It's net receipts are
now more than s12.oo0,o0o annually
Or course this exchange does not
handle all OF the output OF the citrus
region: Ten years ago It's shipments
were IS per cent. of the total. This
year they VIII be more than SO per
cent The larger private growers
otner cooperative associations which
take care OF the output from many
small growers. Including these. about
keted on the cooperative or direct
basis. and only 20 per cent is handled
by commission merchants. The Inn
provement OF conditions brought about
by co,operhtion. however. extends TO
the whole section. and every grower
Is benefited by the application OF pro-
gressiye economic science to the bust
ness OF selling oranges.
Progress Is never content and never
stops. The California Fruit Growers
Exchange now that II has prontu-
BILE entrance to the markets OF the
country. is engaged in efforts to I'm
prove the market by increasing the
demand for It's product. The frst at
tempt ever made by a systematic adj
vertising campaign to increase the
consumption OF a natural product of
the soil Is to be credited to this or.
ganiZation.
The experiment was tried last month
Iowa was selected as the State foI
the trial. on account OF the fact that
the oihce OF the exchange In De.
Moines covers the entire State and
does not lap over into any other State
Other Offices include two or moro
States or are limited to only u sectior
OF State.
A special train loaded with orangei
from the four thousand cooperative
orange groves OF Southern California
was dispatched from Los Angeles 10
pss Moines DAILY y neSwspanars in ese ,,s
Iowa Orange Special in half-page
advertisements paid for by the
/ change. This was supplemented by
advertisements of the local fruit deal
ers announcing special orange
week Oranges were extolled as lust
the spring tonic needed for yourself
and children. Nothing In the way OF
orange Juice. An orange with every
meal means increased appetite bet
ter digestion, a clearer brain and a
better constitution In every way.
for their medicinal properties and fol
their food value to nerve and brain.
All during the warm. enervat!ng spring
and summer weather orange. Juice IL
most cooling and refreshing"
The best skill OF the ad-writer was
employed, tho dates OF the orange
week were emphasized. and the de-
mand was made that the consumer
Fruit-Growers' Exchange was on the
box. The result was wonderful
stimulation OF the habit of orange-eat-
ing In Iowa. TIL" advertising Will ha
kept UP In smaller way for a while.
II the orange consumption In Iowa Ia
permanently increased. as the heads or
the exchange believe 1t will be. then
this advertising campaign will be en-
tended to other parts OF the country.
and will be continued indefinitely. The
theory is that people would eat more
oranges and other fruit II their at
tention were called to 1t by the same
methods which have so greatly In,
CREASED the consumption of cereal
breakfast foods
Systematic advertising of natural
product of the soil has not been tried
before. Usually the art OF the manu-
been the manufacturers money which
has paid for the publicity. If the
orange-growers, by their cooperation.
can increase the consumption by ad-
vertising. tho success of their expert
ment will be another step upward in
the march of progress.
Truly. progressive science has done
wonders for the citrus fruit section
of California The beautiful orange
groves, with their trim trees of dark
green embellshed with golden globes.
tell story OF the conquest OF the arid
desert, Of tho CONQUEST of pest and
disease. Of the triumph Of the horti-
culturist in improving natures own
product. of the humiliation Of distance
which intervenes between the grower
and the eater. In their rich beauty
Of Erono and gold these groves typify
the health and wealth of Americas
|,garden-the valleys of Southern Cali
fornia.
Haskir.)
To-morrow-The Japanese Point Of
View.