Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1927-10-09
Advertising Necessary

Winter vegetable production in the Lower Rio
Grande Valley is q highly specialized industry, and
like other industries Of that class advertising Is neees-
ssry to create markets and promote sales.
Each year additional acreage is brought under
cultivation in the Valley. Shipments Of vegetables
have increased in ten years from less than 1900 cars
annually to over $4,000 cars last year, and the 1857
shipments would have been increased at least rs per
cent had the markets been favorable.
The Valley is engaged in quantity production. and
"a producing without organized effort to establish and
maintain markets. No other highly specialized in
dustry producing in quantities could even hope to exist
under such conditions.
Winter vegetable production in the Valley row
runs from 100000 to 81, 100000 annually. The Val
ley has sufficient acreage to increase this to 100000
900 il markets can be obtained. Through efforts OF
shippers the Valleys markets have in recent years bean
extended sufficient TO assimilate most Of the produc-
tion, but Il il obvious that IL the Valley IL to secure
markets which will consume the immense quantity the
acreage Of this section can produce, the efforts OF the
shippers alone will not be sufficient. Organization Of
the growers. improvement Of the pack and orderly mar
keting Of the Valleys products will prove a very ma
tsrial aid, but the Valley can never attain maximum
production and profits until the people Of the large
consuming centers have been interested In the Valley
and it's products through the medium Of advertising.
Expansion in all the principal industries Of the
United States in recent years may be directly at
tributed 10 advertising campaigns intelligently coa-
Quoted. Advertising has become the greatest force IN
modern merchandising. 1t has made daily necessities
of former Injuries; il has created and guilt up new in
dustries; and what it has accomplished for the steel,
cereal or tooth paste industries 1t will accomplish for
the winter vegetable industry Of the Lower Rio Grande
Valley.
The Valley last year shipped its vegetables into a
Of the as states Of the Union, but it Is safe TO say that
not s per cent Of the consumers who bought those
vegetables knew they came from the Lower Rio Grande
Valley Of Texas.
Retail dealers report that when the customer does
express a choice he generally calls for California vege-
tables, because they have been more widely adver-
tised, and that only a small percentage of the Gus
toners know that winter vegetables are grown IN Tex
ms. Advertising would reverse this condition. IL
would bring the Valley TO the attention OF the mil
lions Of consumers who are potential customers. II
would impress upon them that the Valley can and
does produce the finest winter vegetables. An adver-
Using campaign would probably be met by more ex-
tensive advertising on the part Of the California and
Florida organizations, but this would result in a more
general demand for winter vegetables and a eonse-
cuent enlargement of the markets.
In a few months the peak of the 1926-27 shipping
peason will be reached. If the markets are good the
Valley will prosper. Manifestly, it is to the interest Of
the Valley to stimulate those markets, and a we'll d.
rected advertising campaign should return big profits.