Imperial Valley press., 1944-08-10
WHATS IN a NAME?
EDITOR FINDS ANSWER! !

A fellow back East named Gordon
Cook, editor of The elf-Scrvice
Grocer, made little experiment.
He went to dozen self-service gro
Gerry stores and in each store he
made two displays of merchandise.
In one store he set up two displays
of flour; in another of corn flakes,
in another of ham, and so on.
In each case, one display was a
brand with famous trade name
Pillsbury's Best Flour, Kellogg's
Corn Flakes, Armour's Star Ham,
etc.-and the other was a brand
that's not advertised very much but
sells at lower price.
When he came to oranges, Cook
chose a super-market with a self
service produce department.. He put
in a large table of Sunkist oranges
and right alongside it an equally
large table of oranges that looked
just the same but were not Sunkist.
He made the signs, too, as nearly
alike as possible. One said, "Sunkist
oranges. 9 for 25 cents" The other
said, California oranges, 10 for 25
cents"
Then he left the displays there one
week.
X X X
Cook reported the results in the
July 7th issue of Printers Ink mag
azine. In every case the we'll known
brand knocked the daylights out of
the other brand. The famous trade
names, in fact, sold so much more
that they returned the grocer from
two to twelve times as much actual
profit.
The display that said, "California
oranges, 10 for Is cents" sold two
boxes. The one that said, "Sunkist
oranges, 9 for Is cents" sold fifteen
boxes.
X X X
What is it that gives a famous trade
name its peculiar power to influence
the buying public? Partly, of
course, it's advertising. The adver-
tising that has been put behind the
name Sunkist since 1907 amounts to
nearly $40,000,000. But the adver-
tising could never have done it's
work if Exchange growers had not
set up and maintained a high quail
ity standard for the oranges and
lemons sold under the Sunkist name.
A house,cife goes shopping. When
she gets to the produce department,
she picks things out Difh less GER
tainty than elsewhere because fruits
and vegetables are less standardized.
But she has a favorable impression
of Sunkisf from the advertising. So
she buys the fruit. II fulfIis her es-
pecfufiOns. She remembers-g CRATE
fuliy-nnd buys it again. In time she
buys Sunkist almost ioifhout think
ing, because she finds, year in and
year out, that here's a name she can
depend on.
It's through this humble, day-to-day
process, this gradual creation of
confidence in the minds of millions,
that the name Sunkist has become
one of the great trade names of
America. It's the symbol of worth
while service consistently per-
formed. 1t is known to everyone who
can read. No name has higher
standing.
X X X
The fact that people are willing to
pay more for Sunkist quality and
dependability is one of the chief rea-
sons why year after year, Exchange
growers have enjoyed higher re-
turns. When a grower joins the
Exchange he automatically becomes
heir to all that the name Sunkist has
come to mean. If you grow high
grade citrus fruit but are not yet an
Exchange member, isn't it time you
joined the Exchange-and let your
quality fruit carry the name that
stands for quality?
You can't help but come out better
if you do.
NEXT REPORT. Perfume,
Cattle Feed, both from Citrus
Fruit! In this paper tiUo weeks
from today.
1,,&