The Hawaiian gazette. [volume] (Honolulu [Oahu, Hawaii]) 1865-1918, 1910-06-03
MEN
HOLD MEETING
Discuss Ways and Means of
Continuing Advertising
Campaign.
fFrOm Thursdays Advertiser,

Ways and means to continue the ad-
vertising propaganda for the Hawai-
ian pineapple, getting a price for it
more profitable than in previous sea-
sons, and bringing all pineapple grow
ers together into an organization for
mutual interest, were the principal
points of discussion yesterday noon at
meeting of representatives. of various
pineapple companies. No decision was
arrived at and no action taken.
The pineapple people met at
luncheon given at the Young Hotel by
Theodore Richards in honor of his
brother, Jos. Richards, who is the head
of the advertising firm in New York
which during the past two years has
handled the advertising of Hawaiian
pineapples through the principal maga.
zines and smaller publications on the
mainland.
After the luncheon Mr.. Richards
made a statement in the nature Of a
report of what had been done. He
highly complimented James Dole, presi.
dent of the Hawaiian Pineapple Com
pany, upon his handling of the matter
from the pineapple growers stand.
point, Dole having been the interme.
diary of the growers association,
and the advertising men. He also
thanked the members for the confidence
which they had shown in the manage.
ment of the advertising campaign, for
having allowed it to be conducted ac.
cording to the best Judgment of those
in charge, instead of Interfering or
hampering it with suggestions and
criticisms.
Mr.. Richards stated that the cam.
paign for two years had cost approxi-
mately $4,000, and that it was com.
mon talk among advertising men that
more general interest had been excited
throughout the United States by the
p neapple campaign and literature than
for a like amount of money had ever
been accomplished it any other adver-
tisiEg propaganda. He further stated
with all due modesty, that there were
two reasons for the success of the cam.
Iaign: The first was that the article
advertised is of the highest quality.
There are undoubtedly differences in
grades, but to the consumer the Ha.
waiian pineapple is a Hawaiian pine
apple, and when that is said it means
the best pineapple being put up any,
where IN the world.
The second reason was that the uamo
Hawaiian" was passport to public
favor in the United States IN whatever
connection it came. In fact, the peo
pie of the United States, he said. have
"A kindly feeling toward anything with
the name Hawaiian" attached to it,
When the name Il coupled with first
class product like the Hawaiian pine
apple IL forms a combination hard 70
| beat.
He further assured the association
that the consumers of pineapples are
only the fringe upon the outer edge OF
the great body of citizens who would
be consumers il they only knew what
the article is
WITH the enormous possible market 10
/ the United states for canned pineapple
the speaker argued, il only needs q
confirmation OF the publicity campaign
| 20 make d market for all tho pineapplss
that can be produced Ia Hawaii.
Touching upon the present low pFieel
OF canned pineapples, the speaker said
u is entirely ia the hands Of the pro
dueers IN Hawaii 20 hT the price at 4
hguFo wbere there viii Do a profit 10
which every producer u justly entitled
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