Imperial Valley press., 1912-05-04
DELTA IMPLEMENT COMPANY

.
Without tools of industry and trade
man would still be in primitive state.
Especially is this true regarding agri-
culture, the most important Of all i'll
dustres, the backbone OF the great
commonwealth, the mainstay Of all
lines of business, the nucleus and
foundation OF all prosperity. 1t is
fitting, then. to pay the highest trib-
ute to the inventive genius who
evolved the modern farming inpb4-
ments, making the tilling Of the soil
and gathering Of crops on large scale
commercially profitable, and the indus
try OF husbandry an ideal pleasur
rather than arduous labor.
1t is quite fitting that Mr.. Frank
Reading, president of the Delta I'M
plement Company, who has made
life study Of the adaptabilitY of agri-
, cultural implements and methods OF
farming in certain sections and unde"
certain conditions, with special atten.
tion to the needs of the Imperial val
ley, should term the tools of farm in
dustry the keys to the valleys prog
ress." No more appropriate name
could have been given them, no phrase
in the English language could more
clearly define the meaning if "imple'
ments" when applied to the Imperial
valley. Each implement performs the
function of a key to a certain kind OF
lock The soil of the Imperial valley
is a vast store house of nature with
a myriad of safety deposit boxes.
certain set of keys is necessary TO
reach the treasure, and these keys are
the implements and accessories OF
the farming industry. Mr.. Reading
has performed great service to the
valley and contributed an untold
amount of progre 5siveneSs to this fer
tile region through his resourcefulne5s
and dissemination of knowledge, ac-
quired by studious observation and
practical experience, among the farm
ers OF this county.
The successful Implement dealer
must first thoroughly understand farm
ing and all its vicissitudes, must be
an expert in the analysis OF soil and
climate to determine what products
are best suited TO each particular dis
trict, must he an agricultural ecOno-
mis- and comprehend the extent 20
which all the natural resources may
lie developed to the highest degree
and made the most profitable at the
/ least expense in cash and labor Mr..
Reading has demonstrated hat he
/ measures up to the top rung OF all
these requirements, and, setting 4
high standard for himself eXlcts The
same close application to business and
study of farming from all Of the en-
/ Moves in the four stores Of 'he com.
paly. situated in the most favorabl7
agricultural districts of the Imperial
valley.
/ The Delta Implement Company can
| not be called 4 pioneer house III the
valley, but when the first sore Wa
established in FL Centre, little more
| than three years ago. it was under {"
management we'll ripened and sea-
| soned in the implement business. The
| industrious farmers who constitute
the bulk of the Imperial valley prog
resSiYes were not long i'll learning
that the Delta Implement Company
carried superior stock of all KINDS
OF implements and vehicles, also that
the house was an institute OF learning,
where experts had selected the tools
best suited for farming the silt deposit
of the Colorado.
The admirable policy adopted by
the company resulted in such wide
spread publicity throughout the valley
and the patronage extended so rap
idlv over districts not convenient to
Ell Centre. that to accommodate the
farmers and place stocks of the de-
sired implements 1T their vCrs doors,
stores We're established IN CaleXico,
Holtville and Brawley. The company
! lakes a specially of handling the
| JnlN,
baker and Thompson vehicles, Oliver
plcws, Emerson disc ploWs, New
! Standard mowers, Emerson aHlla
rakes, Superior buck rakes and stack
ers, Iron Age Cultivators and garden
tools. Superior drills. Royal road grad
ers. De Laval cream separatOrs. r. NJ.
gasoline engines and pumps. in TACT,
everything of quality needed on the
| farm to grow crops, harvest them ana
prepare them for the market
An idea of the immense amount OF
business transacted by this flrm may
be gained from the fact that Soo,-
600 stock of goods is carried III the
Ell Centro store alone, which, com,
| Dactlv stored, covers a floor space OF
675O square feet. TO say nothing OF
warehouses for overflow. The stocks
carried in the other stores are CORE
spondingly large.
The success of this firm can justly
he attributed to Mr.. Reading, whose
affable manner, courteous ueatneh'
of all patrons, square dealing and non
esty of purpose together with his
broad knowledge of the implement
business, has placed him foremost
among the prominent men OF the val
! ley.
Mr.. Bryant Mathews. vice-president
of the company, is also president OF
the Mathews Implement Company OF
Los Angeles. one of the largest houses
of the kind in California.
Mr.. A. A. Epler, secretary oi the
company, has been with the firm two
wears, but is an experienced lmple,
ment dealer. And so the personnel OF
the company and its employees runs all
along the line. all students of farming,
constantly anDlying themselves TO FUR