New Iberia enterprise and independent observer. (New Iberia, La.) 1902-1944, 1920-10-02

boosting OF rice as means Vi III
creasing its consumption, the
Southern Pacific lines viii, eff
fective October 1st, 1920. desig-
nate Tuesday and Friday Of each
week as Rice Day" on all their
dining ears operating over their
entire system. Special cards viii
be attached to their standard
menus calling attention to the
value of rice as nourishing arti-
Gle of food, mentioning the days
Of each week this cereal will be
featred. This card will also GER
tain suggestions relative to va
rious dishes.
1t will be recalled that one
day of each week in the past was
designated as Rice Day" but i'll
view of the necessity of immed-
lately increasing the consumption
of rice, the management of those
lines have decided to double their
efforts by featuring rice on two
days of each week.
1t will be plainly apparent to
all that the action Of this pro-
gressive line will be the most ex-
cellent means of effectively plac-
ing the merits properly before a
great many people scattered over
a wide part of the country.
Those who have tasted rice when
properly cooked and in true
Southern style are bound to real
ize that it is a nutritious, healthy
and tasteful article of food. With |
this realization, the thought is
readily carried home by those
who have partaken thereof.
As far back as 1912, Mr.. Joseph |
Lallande, General Freight of the
Southern Pacific Lines, with head.
quarters at New Orleans, deliv-.
cred the following address be-
fore the meeting of the Southern
Rice Growers Association in Beau
mont, Texas in that year when
the Association was then in its III
fancy:
An Old Contract.
~ believe you will agree with
me absolutely that this matter
of advertising is Of the utmost i'm
portance to every man who culti-
Yates an acre Of rice. That great
cereal has not taken its proper
place among the articles of food
in this country, and it is up to the
rice growers to exert every pos
sible effort to bring about an i'm
provement in this condition.
note in the form Of contract you
obligate yourself to expend an
amount at least equivalent to two
cents per sack for the purpose of
widening the market and increas-
ing the consumption. If you will !
permit a suggestion, l will say
that this should be at least five
cents per sack. even if it becomes
necessary for the association TO
charge a greater commission for
marketing the rice, and with the
amount so obtained, which. no
doubt will be added to from other
sources, advertise rice as nu-I
tritious healthy and tasteful arti-
Gle Of good.
Advertised ADVERTISED
Advertise in the newspapers,
advertise on billboards, advertise
through circulars and handbills,
make alliances with the jobbers in
the large cities whereby they will
push the sale Of rice and also with
the retailers, whereby they will
display rice conspicuously in
their stores and have bargain
day" for the sale of the cereal at
regular intervals. I believe that
every sack of clean rice that is
put up should contain circular
or hand bill outlining briefly some
of the most essential qualities of
rice as an everyday article of !
food.
A Prophecy.
Many cereals and cereal pro-
ducts for inferior to rice have
heen placed on the market and 9
disposed of in large quantities, If