Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1928-11-10
TEXAS DAILY PRESS LEAGUE
Foreign Advertising Representativs.
Advertising Grapefruit

ne FLORIDA Citrus Fruit Growers Exchange has
''soed that notwithstanding the Florida vrapefrut
crop though slightly larger than last wear. consti-
only approximately one-third of the Florida
Aius iruit crop, the organization will not curtail its
siApeitult advertising. To aid in marketing the
neaVy crop Of oranges, the advertising budget for that
commodity will be increased.
rloridas grapefruit advertising campaign. which
e' under way several years ago. hsa proved an i'm
portant factor in popularizing the fruit, Florida ship
rfs assert. The large crop Of two years ago was
marketed at a fair profit. as VISA also the smaller
crop last season. This year the grapefruit production
viii be approximately half a million boxes in excess
OF last season, but due TO the rapid increase in the
domestic and foreign demand. the crop is expected to
Oreak all records as a profit producer for the growers.
The Florida growers realize that to curtail THAR
advertising at this time would react to their disad-
vantage N marketing the heavy production Of future
years. Through publicity and advertising they have
gradually established the demand and a market, and
that market will. fail as soon as advertising Is dis
continued. The California orange and grape growers
nave proved this fact to their own satisfaction. Be
heving their fruit well established on the national
markets, their advertising was reduced, and was fol-
lowed BY a corresponding reduction in sales. One ex-
perience was sufficient and since that time they have
adopted n consistent policy and through their adver-
Using have maintained CALIFORNIA; wares before the
American consumers.
The grapefruit is still classed among the new"
fruits in many parts Of the North and East. In fact,
less than ten years ago there were many sections II
the country where it was practically unknwon. To in
troduce and popularize the fruit a systematic adver-
Using campaign was necessary. Florida has expended
large sums for this purpose, but it IS obvious that the
advertising campaign must be expanded to assure
profitable markets for the heavy production OF he
Grande Valley. The consumers must be educated
relative to proper preparation Of the fruit; ITS supe-
riority must Be emphasized, and the one way to lc-
complish this is through the medium Of well directed
publicity and advertising.
Up TO the present Florida has borne the brunt 81
the advertising campaigns. Advertising Of Valley
grapefruit has not been general, being confined most
~ to a few trade papers. However, in five or six
years the Lower Rio Grande Valley will pc on an al
most equal footing with Florida in production Of grape
fruit, and systematic national advertising will be neces-
sary "a establish and maintain markets for the Valley
product.
The chaotic marketing situation in the Valley here
tofore has prevented any concerted action toward pop
ularizing Valley grapefruit through advertising. But
aas production increases, both the marketing and ai-
~vertising situations must be improved If the growers
are "a. derive reasonable profits. As usual IN such
cases, they will probably wait until dire necessity
drives them to concerted action, and it is extremely I'M
fortunate they can not be organized now while pro-
du-tion IL still comparatively small and be united and
prepared to meet the problems with which they event.
ually will sc confronted.