Imperial Valley press., 1924-02-26
PALMER HERE IN
CAMPAIGN FUND
FOR PUBLICITY
Hopes to Raise $4,000
For Advertising I. V.
CantaIOupes

Following up the success of the
$4,000 Imperial Valley cantaloupo
sales and publicity campaign which
was carried ON last season, c. n.
Palmer Of the Western Fruit job
bers association Of America, has
been spending week here work.
ing ON similar fund for this
year s crop.
According to Mr.. Palmer, it is be-
licvcd that 9 sum of from $4,000
to $4,000 will be raised for this
years fund. Last season, the first
time any such attempt had been
made in Imperial Valley, $4,000
was subscribed by cantaloupe ship
per& and growers, and $4,000 more
by eastern jobbers, making q total
Of $4,000.
For the benefit of these who
naay not be familiar With the fund
raised last year and its method Of
use, it is stated that this advertis
ing campaign is simply an attempt
on the part of Imperial Valley ship
pers to stimulate the demand for
local cantaloupcs 81 markets east
of the Rocky mountains.
Through the medium OF the local
newspapers i'll various market cen
tcrs such as Chicago, st. Louis, New
York, Boston, Philadelphia and 4
number of others, &s well rs by
advertising in street cars and other
publicity, the merits Of the Imperial
Valley cantaloupes are set before
the public, and the name made fam
iliar to the buying public.
Fine Quality Necessary
In addition to this, the ]Obbers
and commission men, who last year
we're large contributors to the fund
hooS for the 1mpcfiai Valley prod
uct to the retail trade.
Emphasizing forcibly the neces'
sity Of high quality shipments, Mr..
Palmer stated that PUBLICITY on a
large scale would be Of little value
un'oss backed by fine product OF
uniform standard. That the sugar
content should be high and 10 me-
Ions shipped which DO not come up
to the rating was his belief.
The disadvantage Of growers
fairly scrambling 10 get tho frs:
few express shipments into eastern
market was commented upon by VI :
Palmer. When the first cantploupes
.ell at $lS to $50 III New York Cit2
it is liable to more or less democrat
i2c the market for the early freigh;
shipments. The building up of .
steady supply Of high grade h:elons
which are really ready for consImn
ZION is far more advantageous 70
Arowers in general that obtaining
!. top-notch price in a few cases o.
an inferior produc. because OF it'
! novelty.
| That the general publicity com
| ing from the cantaloupe advertlg
ing campaign is of great value K
Imperial VALLEY was also pointed
cut bv Mr.. Palmer, who told 0.
the interest shown by the many
questions asked. Mr.. Palmer stated
shat he had told people all over the
east about the Salton Sea and Other
unuSutl Ittl ultS ol ON! tScNA' So
! den.
Other Campaigns Planned
Districts other than Imperial VA
| lev are also going into such publici
ty campaigLs for increasing tn
sales Of their products. The docidi
Gus fruit growers around Sacramen
to plan Il million dollar campaigl
this year. The apple growers o
the northwest and the prune grow
crs of Idaho have already starte'
similar campaigns.
The Western Fruit Jobbers Asso
oiation makes no profit from thi
publicity campaign planned for I'm
perial Valley. Some Of the large
shippers here arc members of tn
association, which is 6 eooperativ'
organization dealing with all prob
lens of the fruit and vegetable
trade, boosting the produce bushes
by working for increased consump
| ton and other problems which con
front the business of supplying a,
! important part of the diet OF th'
nation.