Imperial Valley press., 1922-05-20
DISTRIBUTION IS
NEXT BIG PROBLEM
FOR The VALLEY
The Day F0reseen When Sane
Handling of Products VIII
Stabilize Land Values
of County
BY O. J. RENFREW,
County Development Agent

The conviction is growing that CO.
operative effort must receive favor
able and early attention by valley pro-
ducers.
Better marketing is question of
necessity not merely expediency.
Shall the farmer bring himself into
the class of other manufacturers and
manage the distribution and sale of
the things he makes or will he contin-
ue to work like the devil producing his
wares and allow other marketing fact
ors to dominate their sale7
| 1t is q major question today.
Shall we solve it or salve it
The Farm Bureau Exchange, organiz-
ed last week under most auspicious con
ditions, points the way.
This effort should not be confined to
| the marketing of grain, as it is i'm
mediately intended to do, but may be
the basic organization for a solution of
the whole crop marketing problem of
this valley. Sunkist Oranges, Diamond
Brand Walnuts, Sunmaid Raisins are
notable California brands, whose mar
keting organizations have made coop
erative methods national landmarks in
the lanes of trade, and are looked up
/ OIL GS u b1tSSlHS HuG OUlN W tlC Plo-
ducer but to the consumer also.
What they have done Imperial Val
| ley can do with her numerous soil
products.
| It is what Imperial Valley Farmers
must do some day. 1t is high time that
we act now to be ready to move along
these definite lines next year.
| 1t is unnecessary to here recount how
congested markets will be overcome by
Il wide diffusion of shipments and a
| healthier market tone maintained. The
| buyer would soon come to depend upon
certain supply of fresh and superior
products and q steady demand created
at a reasonable price, profitable alike
to buyer and seller.
| By adequate organization we would
accomplish proper grading of our pro.
ducts and standardization of quality
until our brands will have q cash value
such as it said to be of such products
as Ivory soap, for which a million dol
lars q letter in the word "Ivory' was
reported to have been offered-all on
account of the good will accumulated.
Each season would build up our rep
r utation until it its cumulative effect
would even manifest itself in stabiliz-
ing land values. 1t would make at
tractive and desirable the ownership of
lands in n region given over to such
popular productions. We have remark
able illustration of this in the citrus
belt. Very probably the grape industry
has been benefited by the same unique
Influence, and walnut growers will tell
you that they are beginning to feel q
similar benefit.
In considering this subject from the
important standpoint of advertising
Imperial Valley products it takes no
prophet to foretell the profit results
when we simplify the names and
brands of your products and coordinate
their distribution. 1t is certain that
under present methods of marketing a
| systematic and adequate advertising of
them cannot be made to pay, but that
by bringing our marketing under an as
sociation of growers, or, an Organiza-
tion of some character that will feder-
ate the interests of distributor and
| grower, or cooperative association as
indicated by the Farm Bureau Ex-
change reasonable and economical
plan of advertising can be effected.
| 1t would seem u very sensible thing
to do to call together the various dis
tributing units represented in the
field at present to review this matter
and to devise plan which will i'm
prove and, perhaps, solve many of the
pcrplexing problems. Out of such a
meeting might grow an organization
which would protect the interests of
all the present market factors and
through cooperation stabilize produc-
tion against speculative growing, hit
and miss distribution, and provide a
way to simplify the matter of brands
and work out an equitable advertising
| plan.
The writer is very decidedly Of the
opinion that we have in the personnel
of the many units now engaged in
growing and distributing of Imperial
Valley products ample brains to work
out satisfactory solution; that this
personnel consist of public spirited
men large enough in vision to handle
the subject to the profit of all con
cerned; that now is the moment when
it should receive definite action. and
that if the development department of
Imperial county can be the clearing
house on this subject that it would be
glad to undertake such a preliminary
work.