The Lakeland evening telegram. (Lakeland, Fla.) 1911-1922, 1922-04-18
AS Others See 1t
ADVERTISING DUB RESOURCES

In his swing around the circle Roger w. Babson
takes particular notice that if the state of Cali
fornia has anything to sell it is advertised from
one end of the country to the other. Mr.. Babson
truthfully says Advertising has been the great
factor in the prosperity of the South Pacific state
The people of California believe in advertising.
They have organized associations to sell the diff
ferent products and every fruit grower and vege.
table raiser in the state is assessed a certain sum,
and they all pay their pro rata
Often we read items in the Florida state press
OF the superiority of our oranges, of our grape
fruit and everything else we raise over that of
the California product. But do not tell the
outside world that it is so. The Florida Citrus
Exchange is using lot of space with northern
and midwestern publications and outside of that
organization with the exception of few indi-
vidual cities nothing is being done.
IF we have been taught to eat California rails.
ms and California nuts it is because they are adj
vertised in all OF the best publications"
Louisiana raises the finest rice in the world but
they never have educated the masses that such
is a fact. Patrons of grocery stores in buying
rice do not know where it comes from and neither
do they ask
Down in the Ridge country of Florida the finest
orange in the world is raised and is sold for high
prices. But when it gets into the hands of the
retail fruit dealer CT groceryman, does that in.
divdual advertise the fruit as Ridge Grown Or.
anges?
He does not.
In his advertisements in the local paper they
are advertised Indian River Valencia Or.
anged" and sell fer so cents per dozen on the
Chicago and New York markets
Some thirty years ago a campaign was insti-
tuted in Florida and aided by the commission
merchants Of scme OF the big cities of the North
for the exploiting of the name Indian River Or.
ange5," and their superiority over the russets
there was no plan feasible in those days in re-
moving the dull scake from the oranges grown
in the sand) was well known, that oranges
grown in the neighbOrhood of Ocala DeIand and
other spots many miles from the Indian river
were marked Genuine Indian River Oranges"
These Indian River oranges were grown in the
hammock west Of ROckledge and Cocoa and as
they were all br!ghti they commanded higher
price in the markets of New York Chicago. Gin.
cinnati and other large cities. Attempt at that
time was made to gain name for the oranges
grown in the hammocks west OF New SMYRNA
Port Orange and Daytona but the growers did
not take to it, prelerring to label their boxes I'm
dian Rivers and let it go at that
lady writing from Chicago SAYS that she Is
lover Of the Valencia orange and calling at
large fruit store asked for them and was told they
We're genuine Indiana River Valencia oranges"
glance al the box in which they were shipped
revealed the fact they shipped by the Citrus
Exchange from Lake Wales, and on account of
the reputation gained by advertising years ago
By the Indian River Fruit Growers Association
these fruit dealers prefer to call them that.
They are called Indian River" simply because
the orange growers at Lake Wales Lake Hami
ton, Ssbring Frost Proof Haines City, Winter
Haven and other points will nos band together
and tell the world Of a superior orange they are
shipping TO northern and western points,
H. Florida wants recognition of her manv re-
sources and advantages she must advertise to the
outside world that we have them The people
must be educated. If the Florida grown fruits
and vegetables are superior to those of California
it is up to our citizens to tell the outside world
about it,
Printers ink. literally applied, always pays,