The Breckenridge news. (Cloverport, Ky.) 1876-1955, 1921-05-11
ADVERTISING
HELPS FARMERS
TO SELL PRODUCTS
Cooperative Packing and Mar
keting Bring Together Suffi-
Gent Supply to Fill a Steady
Demand.

IL is not so long ago that advertis-
ing of farm products was regarded
as Intellectual to increase their sale and
consumption. Advertising authorities
had learned from expericene that it
paid to advertise on a wide basis only
such articles as measured up to high
standards of quality and that could be
supplied in dependable quantities.
Farm products did not meet these re-
quirements. But with the subsequent
development of Cooperative marketing
associations and the establishment of
standard products the use of advertis-
ing in moving certain farm crops, in
increasing demand, and in obtaining
wide distribution has been tried out,
and in many instances found success
full
Other Lines Are Well Advertised.
Lucious rasin pies fruity deserts,
oranges, apples, melons, grapes, por-
trayed in myriad >colors and tints,
greet the eye upon every hand-in
magazine page and street-car poster
Masters of culinary art, famous illus
traitors, and the most expert of ad-
vertisers-all have banded together to
induce the housewife to produce the
tempting dishes displayed. The
mouths of even the most exacting
epicures are made to water.
Through loyal organization. ener-
getic craftsmanship, and judicious ad-
vertising the cranberry season during
recent years has been extended from
two months to six. The melon grow
ers of the Imperial Valley of Califor-
MIA have utilized much the same me-
thods to obtain the nationwide dis
tribution which their highly perish
able fruit now enjoys. Rocky Ford
became so we'll known for its melons
that the name is now applied to mel
ons from practically all of Colorado.
The outstanding examples of sue
cessful large-scale agricultural pro-
duction, coupled with Standardization
and advertising, are found in tn. citrus
fruit industry of Florida and Calfor-
MIA and the boxed apple industry OF
these regions have not only establish
ed nationwide distribution but they
have successfully entered the markets
of the world.
Even when conditions were such
that Nationwide advertising would
not pay, products from small areas
have been so carefully graded and
packed that when shipped and sold
under brands and labels an increased
demand for the product by name has
resulted, with consequent increase of
acreage and extension of business on
a profitable basis.
Study Conditions of Supply.
Sectional advertising has been en-
ployed at times to overcome glutted
markets or other results of overpro-
duction or faulty distribution. Con-
sumption of peaches in certain locali-
ties was stimulated in this way in 1915
potatoes in 1918 and dried beans in
1919.
The success of these campaigns has
been so great that growers every
where are becoming interested in the
creased outlets for their commodi-
ties by advertising. But before plan
ming an advertising campaign condi-
tons of supply must be carefully
studied, say marketing specialists OF
the United States Department of Ag
riculture Good advertising will "a
waken exceptions which only good
quality will satisfy. and there is little
use to create demand for an article
that can not be supplied when asked
,or
Standardization is the basis of the
most successful advertising, and
growers should carefully appraise
heir products in meeting this funda-
mental requirement. The Bureau of
Markets of the Department of Agri- |
culture has recommended standards |
or various farm products and will be
glad to assist producers with regard
o Standardization, branding, and lab
ling Recently a National Associa-
ion of State Marketing Officials was
ormed for the purpose of harmonic
ng marketing practices in the various
states. This organization is coperat-
ng with the Bureau of Markets, and
me of the problems under considera-
ion is the elimination, as far as pos
ible, of conflicting grades and con-
ainers.