Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1925-07-28
IN OUR
VALLEY

i the United States Department of
Agriculture, publishes an interesting
item dealing with expenditures of the
California Fruit Growers Exchange for
advertising.
Says the Bulletin:
"In round figures, the California
Fruit Growers Exchange had available
100000 for advertising of the 1923-1924
citrus crop Because of the increased
production of citrus fruits in California
and Florida and because of the large
fraction of the California orange crop
which was undersize due to unfavorabie
weather. it was believed necessary to
make unusual merchandising induce
ments.
1T was important to increase the
unit Of sale. Oranges in many districts
were sold by the peck. and special sales
with special prices on odd quantities
were conducted. AS lemon shipments
were SO per cent in excess of the pre-
cedinp year, intensive sales methods
had to be employed to dispose of the
fruit in the hands of the exchange.
"An increased quantity of citrus fruit
was exported to Honlulu and the Orient,
snd the shipments to the United King
dom were three times those Of any re-
cent year"
In 1919 and 1920 the cost per box in
advertising grapefruit and oranges was
2.5 cents, the approximate assessment n
the two years being $425,000 and $515.0OO
respectively:
In 1921 and 1922 the cost per box was
35 cents per box, the total assessment
being s7sO,OOO and 100000, respective
ly.
In 1928 the cost was cents per box,
the expenditure $790.000 and in 1924 it
was AS cents per box, the expenditure
being 100000.
Here Is the outline Of the advertising
campaign; as given in the bulletin:
"The advertising campaign included
SO .0O0,O 900 copies of full color-pages in
magazines with national circulation and
175,O00,OOO insertions in daily news
papers in the United States and Canada.
"In addition, farm papers were used;
ALSO. trade papers. posters, window dis
plays. and special news articles in news
papers and magazines. More than
million especially prepared bulletins for
classroom instruction were supplied to
schools The support and cooperation OF
5000 jobbers and 100000 retailers who
handle oranges and lemons were enlist
ed During the year the exchanges IL
service men personally visited 44,0Oo
IN ad n
advice and suggestions on fruit sales,
placed in store windows 225,000 pieces OF
Sunkist and Red Ball display material
There is much for thought to Valley
citrus fruit interests in this item from
the governments Crops and Markets
Bulletin.
Heretofore production of citrus fruits
in the Valley has been little more tnah
tho demand. Production is INCREASING
and next season it is likely the valley
will have to begin investing money in
publicity to spread into wider markets
The Texas Citrus Fruit Growers Ex-
change, Of which John H. Shary is the
head. has already started the ball rolling
in this direction.
Every new consumer of Valley grape
fruit If he knows it is Valley fruit, Is
certain to be a regular customer
We are growing the fruit. We nave
the quality. We have the market taclii-
ties. Now we must make the market.
SH
The Valley had ginned $4,000 bales o.
cotton up to Saturday night. Figure the
return at $3.50 bale, including seed
and we find that since the crop mas
come on the Valley has been enriche'
to the extent of around $8,l50,0oo.
The gins are over the hill and tax
ing long strides along the home stretch
which is 10000 bales. Some figures
tove placed the crops value to the 'ai
lev at s12,0o0,O00 Others declare Il
will go to s15,O00.000.
The Valley can use the money qui''
hsndily.
Mrs Dayle L. Smith. head OF th'
Dayle L. Smith Oil company, when ma
been operating in territory west OF Mc
Allen. reports that the company ma
been offered ss,o0O,OOO for its properties
or thirteen times the investment OF th'
stockholders, according to the McAiiei
Monitor.
Which recalls the thought that noth
ing succeeds like persistency. we ea'
remember that at least five years ag'
Continued on Page Two)