The Ordway new era., 1914-05-29
Keep the Quality Up
BY Lee @. Seibert

Auc iOiioWIuk diSiSiC w uoW "
build q reputation as cantaloupt
district IL taken from the Brawley
News published In the Imperial Val
ley OF CALIFORNIA;:
While the cantaloupe industry 10 the
Imperial Valley dates back ten year,
or more. previous to the season OF
1908 IL was merely an infant. At the
close of the 1907 season, when the
growers received final settlement fol
their harvest, the net results realized
exceeded even the widest dreams.
Cantaloupes had won for the Valley
not only fame. but, apparently opened
To all corners who cared TO till the
soil an opportunity to become rich by
planting merely single crop and
thereafter to retire.
The result Is well remem bered.
Hundreds of inexperienced persons
decided to take advantage OF the pre-.
cious opportunity; the acreage ran
into thousands. Lack OF experience
on the part of the producers resulted
10 a melon or questionable quality,
10 fact the quality was unquestiOnably
poor. The crop was advertised and
given publicity In u modest way and
placed upon the market, but all ef-
forts to move 1t fell short OF success
The outcome Is matter OF general
knowledge. The reason for this reci-
tai Of the history Of cantalOupe grow.
ing 10 the Valley is to call attention to
the fact that the 1908 crop was mostly
grown by inexperienced growers and
the quality OF the melons was poor.
Following that season the growing
OF cantaloupes fell to the more expe-
rienced; the 'speculator OF 1908 quit in
disgust, aud each year thereafter saw
a marked improvement 10 The quality
OF the Imperial Valley cantaloupe and
an increase Ia, production. The sea-
sons OF 1909. 1910 and 1911 were, on an
average. good seasons so far as net re-
turns were concerned. But with the
production increasing each year, even
though the quality improved In pro-
portion. the question Of marketing
this increased production under con-
ditions then existing was a serious
problem, happily solved through the
efforts Of Mr.. HOvley.
The distributors then operating
were induced to cooperate for the
purpose Of arriving at an equitable
distribution. This plan was carried
out during 1912 and 1918 with salts
factory results. 10 fact, previous to
the inception OF the marketing plan.
nobody thought'it possible that $500
cars Of csntaloupes could be disposed
of 10 As days and realize profit to
the growers. Now 1t is conceded by
distributors that had the cantaloupes
shipped been all Gf good, uniform
quality working as they did, the re-
suits would have been better, their
work easier and the prospects for the
1914 crop very much brighter. Why ?
Simply because every melon sold that
gave satisfaction would have won for
the Imperial Valley cantaloupe GUS
toner.
Articles lately published In the
News advocate the Inauguration Of a
campaign of publicity by the distrib-
uters 10 an endeavor to bring before
the multitude the merits Of our can't
aloupes. This scheme Is a logical so
luton OF the problem of increasing
the consumption of melons. But 1t
must be kept 10 mind that to derive
genuine and permanent benefit from
such campaign there must tirst be
secured the cooperation OF the grow.
ers in supplying melons which can be
relied upon to verify the statements
concerning merit and quality which
the advertisements make.
Without such backing the money
the advertising will cost will be worse
than misspeht. II the consumer, re-
lying upon the published statements.
buys Imperial Valley melons and he
finds they do not measure up to the
standard which the advertising has
set he will not only forever feel that he
has been cheated, but will take every
possible opportunity to disparage the
Imperial Valley product, and the Gu
mulative effect will be that the pub
licity campaign will have gained for
our cantaloupes a reputation that 1t
will be hard to overcome.
While the distributors have their
inspectors and use all precautions in
their endeavor to ship only the best
melons, the growers must not depend
entirely upon the inspectors judg-
meDt.
Each grower should personally act
as his. own inspector, make certain
that only good, well-netted, fully su.
CARED melons Of uniform size, are per-
mitted to enter the crates, and take q
pride and interest in trying to estab.
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