Richmond daily register. (Richmond, Madison County, Ky.) 1917-1978, 1921-06-14

can get the people to buy thinl
once by advertising, but quality mus
sell your goods after that. Get goot
brand name, then an inspection serv
ice, and see if we cannot increase con
sumption throughout the United
States"
Sunny California.
They picked the name Sun Maid
fornia we think We own the sun. W.
have Sun Kist," Sun Maid" "Sur
Dried" Sun Sweet" and so on. Il
really shows the effect of advertising
wager that you men don't see g
thing advertised that has the name
Sun" in it that you can't really con
meet it with California. A firm in Ore
gon had an advertisement with the
word Sun" and no matter where you
take it they think Of it as California
product. That is what they get for
using Sun in a brand.
They picked the brands and you
have probably seen the papers hun
dreds of times with a picture Of a
young girl under the Sun Maid
brand. They are really sun-made
raisins, because all the raisins out
there are sun dried.
They started in to advertise, though
not as extensively as they are doing
now, and not as cheerfully as they
are doing now-but they advertised.
The first year this association was or.
ganized it sold crop of $4,000 tons
of raisins, and in addition it sold q
crop Of over 1000 tons Of the pre-.
vious carried over crop. They sold
over 80 900 tons of raisins in the first
year at an average price of almost
31S cents a pound. For the first time
in twelve years the growers of Cali
fornia, as a whole, made a distinct
profit on the raisin industry. That
was the beginning of new day.
A MEMBER-That was 81 cents
net to the grower?
MR.. SAPIRO-No; it would be 31s
or 81 net to the grower, because we
had to take out the packing charge
and the so-called overhead. With most
of our cooperating, on a scale of S1O,-
000,0 900 a year, the overhead amounts
to per cent.-the so-called overhead
and about 1 Il per cent. for advertis-
ing; i or per cent. for plants and
depreciation and things of that ma
ture. That is the average figure.
Production Problems.
Well, the first years result on that
raisin industry was a terrible shock,
but pleasant one to the growers in
that section of California. They sud
denly went at their job in new way.
Instead of pulling up the vines they
began to plant some. Year after year
they got better prices for the raisins.
They began to crop up larger crops,
and, in spite Of larger crops, received
better prices.
They cropped up and up until they
reached 1915 and the directors-of
course they always kept a complete
count OF the new acreage coming in
in California - suddenly discovered
that instead Of a normal crop Of be-
tween 10000 and $4,000 tons. they
could count on 100000 tons or
more that year. They got scared.
They said, I'VE had better have an
other conference. We are going to
have a huge overproduction."
They called in the sales expert. He
said there is only one thing to do;
get people to eat more raisins."
I'VE knew that before We started"
they said, but howe"
He said I'VE must get new use and
get them to eat more raisins in that
way"
They said, What kind Of use can
we get for raisins?" This was in 1915,
so prohibition was not particular
question at that time.
This sales manager talked to
lot of women-more particular
Iy to the German women,
because the German women
had been used to making things out of
raisins. He found many of them
made raisin bread-pht a few raisins
in a loaf and made particularly de-
licious thing of it. He reported that
the solution of the problem was raisin
bread. They said, How are you 60
ing to do it? We don't know how to
start an industry like that, but go
to it."
Creating An Appetite.
He got III sixteen statesmen and
taught them how to make raisin
bread. Those sixteen statesmen had
to go into regular bakery and learn
how to do it. Then he sent them all
over the United States to the chief
cities. They would go to the bakers
and show the bakers how to make
raisin bread. They would go into the
bakeries and tell them, Here is what
you want to do. Take half cents
worth of raisins and cook it in loaf
of bread and then charge an extra
cent for that af6read. and tell tie
r., rs = that 's9s.