Cleburne Times-Review (Cleburne, Tex.), Vol. [33], No. 255, Ed. 1 Monday, August 1, 1938 Page: 3 of 6
This newspaper is part of the collection entitled: Johnson County and Cleburne Area Newspapers and was provided to The Portal to Texas History by the Johnson County Historical Collective.
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Tomato Juice
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OD and AD
Sold Their
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One day AD heard that tomato juice was health- *■
fill and good to drink. He thought it would also be
convenient to handle, to sell, and to serve in the
home. 11c told OD about it. The next year both
decided to male and selTionuto Juice.
——
Tomatoes
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where many people passed. He put up a sign that
said: "AD’s big, red, ripe, juicy tomatoes.” Be-4
cause so many people saw the sign, enough people
stoppedtobuy so that he sbld all his ripe tomatoes
jr- every day. Many who bought, remembering his ~
name on the sign, came back, again and again. When
the season was ovdr, he had money in the bank.
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A D thought there must be a belter way sell
his tomatoes. He Awru’ he must tell people about
• them, but he decided be could never, sell very
many tomatoes if he talked to people one at a time.
. So he used one of the Simplest forms of Advertis-
ing. He built a stand by the side of the road
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» * OD filled baskets with his tomatoes and put
them in a wagon and drove to town. He went up
'' and down the streets looking for people who wanted
'to buy tomatoes. Some days he sold all. Some -
days he sold only j frw When tin* season was over,
he found he had made just enough to live on. *
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OD and AD owned neighboring farms.
Both decided to grow tomatoes. But when
their tomatoes were ripe, ODand AD had
different ideas as to how sthey would sell
them. This is the story’of what happened.
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[ . OD and AD
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sell his tomato juice. He took some money from the
hank and bought a shiny new press that squeezed* •
out juice easily and quickly. He put the juice in
bottles that could be tightly sealed. He had labels
printed for the bottles, reading:
AD’s Pure Tomato Juice.
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He went to the grocery stores 1t. town, where
wuiny people came every day, and asked the grocers
I \ to put a few of his bottles on their counters. Then' ,
3| he put an advertisement in newspapers read by I
-j— thousands of people. The advertisement said:
■V “Enjoy the refreshing tasteof AD’s Pure Tomato
Juice, pressed from big, red, vine-ripened 'Ibma-
toes. Good to drink,and good for you. At your
favorite grocery store.” ♦> ,
Because jo many people read about it, enough peo-
ple asked for it to rvhaiiKt tlw supply qUm||K Aw4
remembering AD’s name on the label they came
back and asked for it again. So AD bought toma-
toes from his neighbors and made more tomato
juice to supply the demand.
OD S wife squeezed tomatoes^ all day and put
the juice in bottles. OD took it to town and went
' from door to door, looking, for people who wanted
----to buy tomaTd JlllCit. In a whole day he could call
at only about 50 homes. As most people had never
— heard of tomato juice and did not know how
good it was, he sold only a few bottles each day.
it
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KDAY, AUGUST J. 1938
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What
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OD and AD
Did The
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OD and his wife decided that if they were going
to make any money, they would have to work
harder. So she got up earlier in the morning and
picked tomatoes and squeezed and bottled juice
all day. OD spent a longer day in town trying to see
mbre people in order to sell more bottles. But, even
though OD and his wife worked long and hard,
they could not make any money.
more bottles and labels, and employed more peo-
ple. AD kntw that, hccajusejm name was on every
bottle, he must always maintain the high quality *
of his product. And, because he did this, women
soon uuuted on AD’s PvKKi'F©MXTO jUI.CE/
AD already had found that the fnore he adver-
tised and the more bottles he sold, the less it cost ’
him to put up each bottle. Therefore, as his ad-
vertising was extended all over the country and
his sales increased, he reduced the price. 1’hus more
and more people could afford to enjoy tomato
juice, and. although his profit per bottle’was now
many orders that he arranged [_ very small indeed, he sold so many bottles that’'
he had a very fine business. So both AD and his . 'a
customers were benefited.
: AD now saw how true it was that the more
people he told about his tomato juice, the more he
sold. So he advertised in other cities, telling
women how good tomato juice was for their fam-
ilies to drink. He also sent salesmen to call on
grocers. He got so
to buy tomatoes from hundreds of other farmers,
built a bigger building, bought more equipment,
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people and employ hundreds more on part-time. We
pay more than half a million dollars a year to manufac-
turers of cans, bottles, labels, supplies, and equipment.
“The entire industry now sells more than twenty
million dollars worth of tomato juice a year and the
public enjoys its healthful benefits—at the lowest price
at which it ever has been sold. Yes, tomato juice was a
great idea, but that idea would have benefited very few
-without Advertising to tell the story.”
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AD tellsOD how an Idea Became an Industry-through ADVERTISING
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One dAy, years later, OD called on his old neighbor
AD. He said “It’s remarkable how your business has
grown since you got that Mea about selling tomato juice.”
“Yes,” said AD, “but even more important have been
the benefits to other people. We are now only one out
of many producers of tomato jtfice. Yet we take all the
tomatoes grown by more than a thousand farmers who
have here an assured market for/their crops.'We give
steady employment the year round to several hundred
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Bacus, Roy. Cleburne Times-Review (Cleburne, Tex.), Vol. [33], No. 255, Ed. 1 Monday, August 1, 1938, newspaper, August 1, 1938; Cleburne, Texas. (https://texashistory.unt.edu/ark:/67531/metapth1306831/m1/3/?q=%22~1~1~1~1%22~1: accessed July 16, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu.; crediting Johnson County Historical Collective.