The Daily Missoulian. [volume] (Missoula, Mont.) 1904-1961, 1913-02-09
Continued From Page Three.)

iI'il o6S
my for life, but have made of him,
too, a co-operator. In conjunction
with this campaign, if the advertising
appropriation permitted. it would he
well to hav a couple of Well trained
girl demonstrators. who could be
dressed in costume to represent the
western girl. perhaps in cowgirl os-
tune. Merely walking along the
street would set the whole town buzz
zing. Have them take baskets of
sample apples and go from house to
house in the better sections Of the
city, get interviews with the house
wives. leave a little cook book, filled
with recipes and also with some need
ed educational matter on varieties,
have her sample an apple of the sort
we are selling, and then take her or
der on her nearest grocer for a box
or two. 1t would also be entirely
feasible to arrange with the Sperry &
Hutchinson syndicate or some other
of h trading stamp or coupon ex-
changes, to accept our copyrighted
wrappers as one coupon or a frac-
s''i"i >'op'A WIN
United Cigar store pon Sunny
Monday soap and a host of other
premium coupons. This would at
tach a premium feature to our brand,
and give us all the advantage of an
organized premium department with
out having actually to establish such
a department. Any mar whose wife
soap wrappers and posters him
for cigar coupons knows how strong
an appeal they are to the children
n Women and to men as well. The
desire to get something for nothing
being human, is just as strong with
the prosperous classes as with the
If his plan We're carefully
worked out, and properly executed,
result would almost inevitably be:
the thorough establishment on the
markets so worked of the given brand
a steady repeat business for car
loads from the wholesale dealers
throughout the fall season. Later on,
when fall varieties were exhausted,
ad could be run on interme-
date mid-Winter varieties. Another
most important feature of this cam
paign would be the badly needed edu-
cation of the the retailer
and the wholesaler as to the correct
of varieties, and in a short
we could abolish such absurdi-
as Arkansas Blacks and Ganos
on the fruit stands in October
INC November, to sicken and disgust
nsum and kill the demand,
while Jonathans and Grimes Golden
are being ignorantly held in storage.
Educating the Consumer.
So, by this plan, the also
Will have beer educated by us, whose
business it is to educate him, and it
will have been done right. The eff
'ect would be lasting. AS we will have
a friend Of the consumer
cO-Operator.
This, gentlemen, is my idea of CO.
operation. Corporation that is in
constructive, not destruc-
Destroy the abuses as We find
them; yes. But let us be sure we
nave found them first, or we may
destroy something that is inherently
valuable, and only needs a little SYM
cooperation to contribute to
our needs.
The progressive methods that I
have proposed will cost money. as
But spread out over a large
of business, with growers CO.
operating and supporting, the per
package cost would not be high. Three
per box would do a very great
deal; five cents per box would do
more, and in my Judgment would re-
turn in increased profits many fold.
our industry has reached q point
where such methods are not an ex-
.ravagance. not a luxury, but a ne
We have got to spend mon
~ to make money.
And finally, in conclusion, it Ia
be a violation of the proprieties
If this occasion if l illustrate the
principles which I have but crudely
by referring to the institu-
ion with which | am Connected-the
Northwestern Fruit exchange. Or
at the beginning Of the ship
ping season of 1910, the exchange has
expended $l5O,00O in the development /
If a system Of merchandising, spe-
adapted to northwestern
We firmly believe in the prin-
OF /. o. D. SAFE, loF many Ndilu
"easons. First, it is the accepted and
proven system by a great majority Of
he successful fruit industrials. The
Fruit company sells $4,000
,ars of bananas annually IN an f. o. b.
basis strictly. The California Nege-
able union. American Cranberry eX-
change, and scores of others, the most
successful in their severa fields, all
operate on this principle. We con-
end that the fruit is worth more f.
b. shipping point, than at any other
worth more intrinsically; /
more as an article of merchan-
1ise for the merchant wanting it for
immediate sale. worth a good deal
more to the merchant wanting it for
purposes. 1t would therefore
seem that the shipping point is The
Dlace where it would be most desir-
able for the grower to have his mar
let established AT that point we can
absolutely guarantee, if we are care
enough, that the fruit is strictly
We cannot do that-ab-
,o1,,talN-Oa hours after If has left |