The Caldwell tribune. [volume] (Caldwell, Idaho Territory [Idaho]) 1883-1928, 1922-01-13
THINKS IDAHO
SHOULD BOOST
APP Ii SALES
Nanpa Producer Feels
Advertising Will Help
Market Fine for Boxed
Fruit.
By P. ]. GRAY.

By p. J. GRAY.
The Pacific Northwest the past
year lost one of its best opportunities
in passing up an advertising cam
paign for the northwest boxed ap-
pies. The East, with its light apple
crop, offered the West an oportuni-
ty to introduce for the first time, its
product into many markets 1t also
offered to the apple growers of the
Northwest chance to make new
friends for the northwest boxed apple.
An attempt was made to start an
advertising campaign, but the move
ment was too late in the season. It
| is being felt more and more by those
who are handling the northwest box
ed apples, that an advertising cam
paign would be of great value to US.
| We feel that perhaps we have taken
a wrong position as regards the adj
vertisement of our apples in the past,
when we have advertised first the
!, brand, second the northwest apple,
and third, apples. We would make
more progress if we first advertise APP.
Iples, sending out advertisements and
) publicity which would result in tre-
mendous increase in consumption.
Second, educating the American pub
lie that the Northwest boxed apple is
the finest apple offered the American
trade and third, let each organization,
association or private handler adver-
tise his own brand if he chooses.
There are several fundamentals
(which should dwell on the increase of
1.-THE consumption of apples. First, the
-lAmerican people must be sold to the
idea that apples are food, that they
lare an economical food, that they are
not a luxury. While the old saying
= "an apple day keeps the doctor
away is we'll enough, we should not
n base Our entire campaign on that pro-
position but in educating the public
u that for the amount of money they in
- vest, they obtain in apples, one of the
most palatable and nutritious foods.
We should educate the. American
public to a knowledge of the varie-
rs ties which the Northwest produces,
DC and the season for these varieties. We
sn1 should encourage wider use Of APP
&c pies through new methods of using
", them Articles should be prepared
rst for the trade papers, certain weekly
p- newspapers and daily papers, the Sum
M day papers, for speciality magazines
MI such as women's magazines, hospital
ate papers, grocers' papers and SO on
ms These magazines and papers viii
OF gladly use properly prepared mater
lial, and tremendous amount OF ma
ans terial could be sent out to the genera
'ed American public which would un
on. doubtedly result in greatly increas
ent ed consumption of this fruit.
-. That it pays to advertise and to fin'
-. new uses for fruits is perhaps inel
illustrated in the recent results oh
tanned by the Associated Raisin Grow
.u ers of California when they introdus
,. ed the little red cent package OF Su
- Maid raisins on July 18th last. U
to October 10, the sales of this Ii
tie package alone had amounted
"a three hundred and thirty one millio
60. packages, equal to 100000 cases,
49, tonnage equal to over 10000 tons, ar
ION value of sixteen and half millic
sec. dollars.
The 1t meant more than just the me
very selling of this huge tonnage of raisir
first 1t meant the heavy consumption
rasins at season of the year win
for normally we do not eat any raisir
last 1t meant that the old raisin crop W
, in cleaned up so that there was not
Dur big carry over, and it means ne
The outlet for continued production.
rons is interesting to note however ii
.ddie the Associated Raisin Growers n
ound only advertised and placed this pae
win age on the market, but in connect
oho- with the same sent out large amor
of publicity all over this nation, a
@ be they have pretty we'll sold the A
nent. erican people to the idea of eati
two rasins as a CONNECTION, and to the v
and ue of the iron which they conta
nores Numerous other examples could
have cited. We have just as good an
!, the portunity here in the northwest.
the A meeting will be called in Pc
game land or some other point, someti
------------------ :