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Old Dominion apple producers, with a current crop estimated at being slightly 'in excess of five million bushels, enough for every Virginian to consume a bushel or more, will be given an all-out advertising and promotional effort during the third annual Virginia Apple Harvest Time. E. M. Jones, President of the Virginia State Horticultural Society, and E. Blackburn Moore of Berryville, Chairman of the Virginia State Apple Commissioin, re^ centlv announced October 5 thru October 15 as the dates of the AllVirginia effort. Moore pointed out that Virginia apple advertising and promotional efforts during the past two seasons have met with success. This year, for the first time, the advertising push will be directed by a Virginia firm (Cabel-Eanes, of Richmond). The two previous efforts were managed by the Albert M. Wearstler Agency of Youngstown, Ohio, and Greenwood. * . - "The Horticultural Society realizes,” said President Jones, “that the Virginia apple producer has a real stake in selling his product to the consumer. The Virginia Apple Harvest Time Campaign, beginning next October. 5, represents the Virginia apple industry’s effort to properly discharge its responsibilities.” '*s; “There are enough apples right here in Virginia,” said R6bert J. (Bob) Rea, Mo*unt Jackson orchardist and packer who is chairman of the Advertising Committee for the State Apple Commission, “for every one of our Virginia folks to be able to buy and to consume more than a bushel apiece. If our- people can give that kind of. support to the Virginia farmer s products, all will consider it a good year.”
Two of Virginia’s bcst-lovcd varieties—Delicious and St?vjnan—will be featured during the promotion which will have the combined backing not only of the Apple Commission and the Horticultural Society, "but also the Virginia State Chamber of Commerce and the Virginia State Department of Agriculutre. ‘i “From past experience we know that the advertising and promotional efforts through newspapers, radio and television media have been successful id the highlv populated areas of Norfolk and Richmond,” Rea recalled. Jfe said that the 1953 drive found sales increasing 79% in Norfolk and 22 per cent in Richmond during the campaign, while last year’s Norfolk Harvest Time sales were up 73% in Norfolk and 23% in Richmond. Rea said that the drive would embrace several new features this year, in addition to newspaper articles spotlighting new advances
Sw VA. APPLES—Pag* 7
53.7%