their mutual problems, helps to cement the association together. Everywhere in California co-operative advertising has been a big factor in protecting the enormous investments in orchards and vineyards, and in upbuilding rural life. Take the raisin industry, for exam. ple. Before the day of advertising the spirit of the raisin grower was at a low ebb; the mortgage worried him, the women folks could not afford good clothes, the children could not attend high school and the grocery bill was over-due. Vineyard property at that time was worth from $150 to $300 an acre. But advertising helped change all this. Today California vineyards are selling at from $750 to $1250 an acre. When you do something to help a man, when you make it possible for his wife to be dressed better and his children to be better educated, and you enable him to shake off the collectors that snap at his heels, you are pretty likely to make a friend of him. And the California farmer is a big friend of co-operative advertising. ADVERTISING. Some Views of Members Concerning It. (Copy) THE CALEXICO NATIONAL BANK Calexico, California. Mr. C. E. Millspaugh, Gen. Mgr., California Honey Producers' Co-operative Exchange: With reference to the matter of advertising, I wish to say that I have given this considerable thought for some time and am strongly of the opinion that a little money spent at this time on advertising our honey and particularly the package honey, will go a a long way in maintaining satisfactory prices and prove of lasting benefit to the beekeepers. Due to the unsatisfactory conditions of the sugar market, it will be comparatively easy now to attract the public's attention to such a cheap and wholesome substitute as honey. Many who have never tasted honey before will learn to cat and like it. When hearing of advertising one naturally thinks of newspaper and magazine publicity, but as this is rather expensive, I have come to consider the field agent and demonstrator a more effective and less costly medium of inter esting the grocers, jobbers and general public in honey. Even one man alone visiting the principal cities and calling on the trade which handles our honey can do a large amount of good, by talking honey to the trade, distributing attractive signs, cooking recipes, and even arranging attractive exhibitions of our package honey. Nothing like this in honey has ever been done before and I cannot help but feel that the public will be interested and that particularly the honey in small cans will prove to be a big boost to honey sales. Very truly yours, WM. GUNTERMAN. California Honey Producers Co-op. Exchange, Los Angeles, California. I think we bee men and members of the Exchange, especially, should get together and advertise honey. The problem of the bee men two years ago was to organize in securing a fair price for our products. (That, thanks to our unity, has been accomplished.) And our next duty, as it appears to me, is to create and maintain a larger market for the increased production which is already on its way. I believe, however, in starting small and feeling our way as we go. At present our product is sold to bottlers and jobbers of limited capacity. I believe it would be profitable to put a few men on the road interesting wholesale grocers and big and small retail concerns, and also working up new business in sections where honey is not used extensively. When honey is mentioned to the av erage housewife or head of the family, that person immediately conjures up an old familiar scene of the last generation. This picture is the process of squeezing honey and pollen and bee brood through a flannel sock to get a little discolored syrup called honey. Of course the process is completely changed now, but we must tell them why and how in a convincing manner. The consumer should also be reminded of the food value of honey, its absolute purity, cleanliness, delicious flavor, and also that it is the natural sweet in nature, gathered by the dainty bee, stored in wax-tight cells and put up in new white cans, and that its production is limited and non-mechanical. These factors make honey an exceptional article. Let's commercialize these business assets and make them work for us. As members of this Exchange and working as a unit we can advertise honey effectively. Right now there is practically no advertising of honey, thus eliminating competition and assuring us of results. I would favor the establishing of certain brands of high quality and religiously maintaining that quality and presenting its merits to the public in a series of fair and consistent adver tisements. Hoping to hear more of this in the future, I am Sincerely yours, SAM P. NEALEY. (Copy) Riverside, California, Sept. 1, 1920. C. E. Millspaugh, Gen. Mgr., California Honey Producers' Co-op Exchange: The last number of the "Co-operator' has been read with much interest, as it now appears to be the policy of the new manager to keep his associates informed on all vital matters with the small space available at his command, and not to hold us in the dark, as we have been during the past year, which no doubt caused a great deal of criticism. The matter relating to advertising and packing our own brands appeals to me very strongly, as I see the possibility thereby of keeping and holding a steady market and a more direct line with the distributors and not with the brokers. The price of honey can be stabilized, and the idea of honey being classified as a luxury will be changed through the one operation, for the moment we can put honey into a staple food class we will double the demand and not be subject to the information, or lack of information, at the command of our honey brokerage system. The broker's business has of necessity been one of building up anew each year simply because they have not been able to carry out the brand idea on a large scale, and we producers have paid for all this new work year after year. They are of necessity always in the air and we producers have been the cushion when the drop came. I am fully aware that the first cost of building up the brands will seem to fall on us rather heavily, but when spread over a series of years, I an more than willing to see the market established for our honey and not continue the old-fashioned way of taking what is offered for the crop, for I believe another cent per pound will put "SUNNI HUNNI" on the world's market and not be subject to call with no buyers. We must use our organization not only for gathering the crop, but equally as well for disposing of it. With best wishes, I beg to remain, SOME DIFFERENCE. A "farmer," they say, is one who makes money on the farm and sinks it in the market, while an "agriculturist'' is one who reverses the process. A real New Yorker" is one who is born in the country and goes to New York in order to make money enough to go back to the country: Works the Other Way.-Consider the old system of selling; most of the products had to be pushed" by the wholesaler onto the shelves of the retailer-often unrecptive. He in turn had to use persuasion to get these goods into the hands of the consumer. A vast amount of effort was wasted in pushing these articles and still is. Advertising, if well done, reverses the process. The customer reads of the article, his interest is aroused and he asks for it. The sale is made. T. C. Tucker, of Almond Growers. ASSOCIATION SUES. News From the Locals. San Diego, the oldest county in California, has surpassed itself this year with a large crop of extra fine honey which is bringing high prices. The estimated production of honey for San Diego for this season is 100 cars of 40,000 pounds each, a total of 4,000,000 pounds of honey.-California Development Board Bulletin.' The Bulletin's reporter is seeing double. The Exchange controls probably 80 per cent of San Diego county's crop, which at last estimates were put at about 50 cars of 300 cases each. Even at this figure it is a whale of a crop, and San Diego beekeepers are to be congratulated. The various local exchanges have turned into the State Exchange to date (Sept. 7th) 37,500 cases of extracted honey, exactly 125 cars of 300 cases each. A large proportion of the crop of the northern part of the state is still unmade or in the hands of the produc ers. This clipping from Los Angeles Chamber of Commerce Bulletin: "The man who takes no part in affairs of civic and business advancement, is stealing a ride on the chariot of progress his standing as a citizen fails to measure up with those who achieve for the community." Note: This might also well apply to the beekeeper who believes in cooperative marketing," but prefers to let the other fellow hold the umbrella and shield him from the storm, rather than being a working unit in doing his part in constructive work for the beekeeping industry. Santa Ana, Sept. 4.-Mrs. Olive Krug of Los Angeles, it is alleged, sold the crop off her 11-acre orange ranch at Placentia last season in violation of her agreement with the packing association there, and as a result was made defendant here today in a suit to collect $1190, filed by the Placentia Mutual Orange Association. The association by-laws provide a fine of 50 cents per box for all fruit sold outside the association, and the complaint alleges Mrs. Krug sold 2380 boxes in this manner after having signed the association agreement.-Daily paper. In a discussion of the "sugar work" of the U. S. Bureau of Standards, "Facts About Sugar'' says: "The sugar industry is the world's oldest scientifically conducted industry, but in spite of this fact there has never been a set of standard specifications and definitions for the various grades of refined sugar. As a result, both the consuming public and the honest manufacturer have suffered. The dishonest manufacturer has taken advantage wherever he saw fit to substitute an inferior product for that which the purchaser would like to have obtained. With a portion of the small appropriation which Congres made available for sugar work last year the bureau set about the difficult task of preparing scientific standards and specifications for refined sugars. At the present time there are more than 40 such sugars on the market in this country alone. The amount of work involved in this task is very great, and a number of difficult research problems in connection therewith require solution. The California Peach Growers expect to sell fully one-half of their crop this year in package form. U. OF C. COURSE IN BEEKEEPING. The University of California, Berkeley, has established a correspondence course in beekeeping. The course is No. 15, and the following is a copy of the details required of each student, as taken from their circular No. 113: COURSE 15-BEEKEEPING. C. W. Woodworth, Professor of Entomology. 14 lessons. Required of each student: (1) To have a swarm of bees with which to work; (2) to be in a position to study the bees during the daytime and carry on some experiments; also to study California honey plants. Those unable to meet the requirements should not apply for the course. The course consists of fourteen lessons, two preliminary ones and one for each month of the year, thus requiring at least twelve months' time for completion. 1. Honey plants. 2. Starting in beekeeping. Jan. Bee diseases, experi ments with disinfectants. Feb. Hive temperature, feeding. March. Flight of bees, life history. April. Queen rearing. May. Brood rearing. June. Grading honey. July. Propolis, pollen ventilation. August. Flow, insects, beeswax. Sept. Preparation for winter, feeding. Oct. Bee hunting, structure of the bee. Nov. Food preference, food consump tion, structure of the bee. Dec. Feeding bees, anatomy. They also have established a course entitled "Apiarian Management," called course No. 42, which as its name implies, deals with the management of bees for profit upon a commercial basis and consists of 15 assignments covering the following topics: 1. Introductory: Profits in Bee Husbandry. 2. Bee Pasturage: Choosing a Location. 3. Equipment of Apiaries. 4. Varieties, Habits and Control of Bees. 5. Winter and Spring Management. 6. Swarm control. 7. Management for Extracted Honey. 8. Comb Honey Production. 9. Marketing Honey. 10. Renewing Stock: Records. 11. Queen Rearing. 12. Making Increase. Performance 13. Wax and Other By-products. 14. Bee Diseases and Control Measures. 15. Larger Issues: Increasing Profits. Correspondence instruction in agriculture is free, except for an enrollment fee of $2.00 for each course taken, and upon receipt of the enrollment card, to gether with the fee, the student is forwarded the first lessons. After thoroughly mastering its contents, the stu dent prepares answers to the set of questions which accompanied the les son. These are sent into the Division of Agricultural Education for correction and comment. Meanwhile the student prepares in a similar manner the second lesson. The corrected answers to lesson one are then returned with lesson three, and so the course proceeds. If the student has any questions to ask, these are placed on a separate sheet and sent in with the lesson. The asking of questions is encouraged, and the instructor is always ready to give information in his possession. This opportunity certainly looks like an excellent one that many should avail themselves of, in not only improving and increasing their knowledge of beekeeping and its management, but also in interesting those that have never had any experience in it. With the proper interest manifested it should prove most helpful to the beekeeping industry of the state. Address, Division of Entomology, University of California, Berkeley, Cal. INDIAN BEEKEEPER WINS. Ami Golsh of the Rincon Indian reservation country, twenty miles north of Escondido, is probably the largest pro ducer of honey in San Diego county the present season, the yield from his 900 stands aggregating thirty-two tons, from the sale of which he expects to get in the neighborhod of $10,000. Golsh started the season with 500 stands. The crop is being marketed through the California Honey Producers' Exchange. -Exchange. All Interested.-All the food-producing sections of our country are becoming interested in co-operative methods of production and distribution. Eleven state presidents of Farm Bureaus, headed by J. R. Howard, the national president, have been in the state the past few weeks, studying conditions. California is recognized as the leader in cooperative effort. Because some buyer offers you a higher price for your crop than the present market indicates, don't take it for granted that he will make his offer a firm one, and by all means don't forget what he offered you before the Association was formed. His purpose is to undermine the Association and prevent its holding together long enough to attain our objective of a stabilized market and freedom from speculative buyers.-Ex. Frequent letters to the Exchange from Arizona beekeepers urge the expansion of our charter so that they can be taken into the Exchange. They fully appreciate the disadvantages they labor under in having to deal solely with brokers. A Los Angeles broker recently sold а car of light-amber alfalfa honey from Arizona at 132 cents. The Exchange is selling the same grade at 172 cents. Some beekeeper was pinched hard. What he lost would have paid the Exchange membership all the rest of his natural life. No wonder they are anxious to affiliate with us! The Exchange steadily maintains the prices established in June, viz; 171⁄2 to 20 cents per pound, according to the grade of honey. Through the dull season just passed the sales of honey in bulk have been light but satisfactory, while package honey Well, it reminds us of Henry Ford. Some one asked him if he was getting out a new model of his car. 'Not so you could notice it," replied he; "not while we are 200,000 behind orders for the present model." Contemplating the defenselessness of the individual farmer to meet the organized buyers of his product and the distributors of the things the farmer buys, I hold that farmers should not only be permitted but encouraged to join in cooperative association to reap the just measure of reward merited by their arduous toil.-Warren G. Harding. |