. Better fruit. Fruit-culture. Page 6 BETTER FRUIT June and eminently practical that we com- bine, consolidate and centralize our advertising efforts. We want to adver- tise Northwestern apple, not simply Wenatchee, Hood River, Yakima or Idaho apples, but stick to the one-brand text, namely, "Northwestern ; If one district prospers, the other dis- tricts must in consequence, providing they are doing businese legitimately and up to standard methods. Califor- nia is a fair example of this method. Money has been spent freely to adver- tise California products until the magic word
. Better fruit. Fruit-culture. Page 6 BETTER FRUIT June and eminently practical that we com- bine, consolidate and centralize our advertising efforts. We want to adver- tise Northwestern apple, not simply Wenatchee, Hood River, Yakima or Idaho apples, but stick to the one-brand text, namely, "Northwestern ; If one district prospers, the other dis- tricts must in consequence, providing they are doing businese legitimately and up to standard methods. Califor- nia is a fair example of this method. Money has been spent freely to adver- tise California products until the magic word "California" whets our appetites and opens our purse strings in response to their educational work. This plan is going to meet with strenuous objections from some Western growers who do not understand Eastern conditions. The grower from the comparatively un- known district will feel that he will not participate in the benefits to be derived through advertising in proportion to his neighbor in the better-known dis- trict and the grower in the well and favorably-known district will feel that the grower in the comparatively un- known district will have the advantage over him, but that is just where they are both mistaken. As an illustration, we will take New York City, which is admittedly the largest apple market in the world. The wholesale and retail buyers here know not only the districts that produce the most perfect apples of certain varieties, but they also know the shippers, re- gardless of whether they are individual or co-operative, and their methods as well. They go way beyond this and know the individual growers who are producing either a good product or a poor product, and you may rest assured that this co-operative advertising will tend more than any other factor to bring out and establish a survival of the fittest, which, being interpreted in a broad way, means that the individual or corporation that puts the greatest effort along intelligent constructive l
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