The Daily Missoulian. [volume] (Missoula, Mont.) 1904-1961, 1913-03-09
Continued From Page One.)

ASoiAlIidCu TIoHl L J6e oHc.J
Is V dozen per capita, or 60 bananas
each for every man, woman and child,
which, with "a popu'ation of L, 1000. 900,
would mean $500, 900, 900 bananas were.
su The estimated apple crop
Is 4O,OO0,0O barrels, figure 400 apples to
the barrel, would mean is, 900, 900, 600
apples, consequently the United States
per capita only consumed four times
as many apples as they did bananas.
me banana is only eaten in one way,
Inat rs fresh, whereas the apple is not
only eaten out of hand, but can be
served as desert for table use in over
50O ways. In addition immense GUAM
titles are used for cider and vinegar,
There is a large demand for evapo-
rated and canned apples, yet the num-
per on apples consumed is only APP
proximately four times the number of
bananas consumed. The field for the
consumption of apples fresh, cooked,
as vinegar, as cider, canned, evapo-
rated, is unlimited If we work it well.
am going to give you another rem
euy TO prevent low prices, by showing
Q now a certain field of consump-
zion can be increased. In October. 1912,
l published a special edition of Better
Fruit, entitled. Educational Cooking
Edition.; an Aid to Greater Consump-
fion and Better Health. Two Hundred
and Nine Ways of Serving the Apple"
This edition of Better Fruit com
manded more attention and created
more comment thar any other number
ever published. / sent a COPY of this
ndifinn .fn o,ypr,r /, ,-o x1a.Ia- 49,. 81.
boxed apples, accompanied by a per
sonar letter requesting him to submit
1t to his daily newspaper for review.
In many cases this vas done. Il know
this, because l have received marked
copies of many of the big dailies from
large cities giving a splendid review,
publishing in addition a moderate
number of most excellent receipts,
Perhaps one of the best flattering
m was that by the st. Louis
Globe Democrat, as you know a big
daily in a big city. In nearly all of
these reviews the editor commented
upon the value of the apple Doth as a
food and as a diet, and aid to better
health. A few days ago I received a
copy OF n of the fruit n produce
journals, exploiting this idea in the
following plan--that the international
Apple Shippers association should di-
vide itself into ten districts, and that
all members in each district should
contribute to a fund to employ some
one ITO lecture upon the value of APP
pies as a diet both fresh and cooked.
and in addition to demonstrate some
of the ariou ways of serving apples
Tor table 1ISp The ptorra tiora I
Apple Shippers association was quick
to catch the value of this suggestion,
and through their Mr.eU. Grant Bor-
der of Baltimore, Md, who is chair
man of the advertising committee,
have made arrangements to publish
the '209 ways of serving the APPLE in
booklet form, to be distributed free to
all the jobbers who will supply them
ITO retailers to be given way to each
If this field is properly
worked in a thorough and intelligent
manner, the increased consumption
that will result lis beyond human call
culation. 1t is not theoretical because
1t las been proven practical in other
lines. The Davis Fish of
Gloucester, Mass, large packers of
mackerel, Goldfish, etc, send out with
each purchase a booklet showing how
to properly cook all of the different
kinds of fish in many ways. The
great chocolate manufacturers send
individuals to the retail grocery stores
to demonstrate to the consumers how
to prepare and serve chocolate in the
most delicious manner The Shredded
Wheat Biscuit company took this
method of introducing their product
throughout the country and creating
a demand for ut. Many other manu-.
f~acturers of food products have built
up a big business by similar methods
In the apple business we are striving
for, or should strive for, the same ends
as any producer of any product or any
manufacturer of any article, which is
a greater demand and a greater con-
Il sumption. If other kinds of business
have been successful in creating a de-
lnand and a greater consumption fol
their products, we apple growers car
certainly accomplish equally satisfac.
tory results if we go at it in the righ1
way.
am satisfied it would pay every
shipping concern in the northwest tx
make arrangements for having 'th'
"209 ways of serving the apple pub
lished in booklet form, which l thinl
should be done for about 1 cent a copy
and to place one of these booklets il
every box of apples. In addition
every box of apples should contain
card or have a lebel on the box givin.
the variety of the apple, its color, it
quality, it's value as a cooking appl
and the period during which it i
prime for consumption. The publ
must be educated on the cooking DUAL
tiles of the different varieties of APP
pies. You know there Dis just as nue.
2 difference between the flavor of
baked Spitzenburg and a Ben Davi
as there is between chalk and cheese
The public does not. 1t must be edu
Gated.
Do you know how the averag
housewife orders a box of apples?
do not believe you do. I will tell yo,
Rn- naR> ----.