File:Cranberries; - the national cranberry magazine (1958) (20518160839).jpg

Title: Cranberries; : the national cranberry magazine
Identifier: cranberriesnatio5860port (find matches)
Year: 1936 (1930s)
Authors:
Subjects: Cranberries
Publisher: Portland, CT (etc. ) : Taylor Pub. Co. (etc. )
Contributing Library: UMass Amherst Libraries
Digitizing Sponsor: UMass Amherst Libraries

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tions, the personnel could not be replaced with comparitive experi- ence and know-how at present pay in management jobs. "At the present NCA is not overstaffed," lie said. Basic problem of the cranberry- industry, he said, is that not onoug'h people in America eat cranberry sauce the year-round. Competition with other foods is constant and unrelenting. Other industries have overcome this com- ))etition. "We can and we will," lie added. Pertinently, he said, NCA has been having a very bad "downer," but, "I am quite confident that the bottom has been reached. Our progress may be painful, our pro- gress may be slow, but progress we have and will have." NCA now has 2,149 holders of common stock, 1,425 holders of preferred shares and 1,323 market- ing agreements: that is cranberry growers participating. NCA hand- les approximately 75 percent of the total ci'anberry crop. These were figures presented by John P. Har- riott, assistant treasurer. Harri- ott continued that the association's financial condition continues to im- prove. Dun and Bradstreet rating has been changed from Aa to lA. Treasurer Alden C. Brett assert- ed, "Your co-operative is in good financial condtion. There is nothing wrong but what a good dose oC sales will fix." Flegal told of advertising plans for sale of the 1958 crop. He said t.ji important part of the nationaj sales campaign was to use ths "heavy artillery" on television. He p-ive a preview of 60 second and 20 second spots on this media They were flashed on a screen for the NCA audience. They empha- sized that cranberry sauce is the natural mate for meats of all kind, and are addressed to the "old man of the home." These will be heard over 20 television spots in Ameri- ca's 20 major markets after Labor Day. The catchy jingles empha- size, in some of the spots that vitamin C content of cranberry cocktail is greater than that of frozen orange juice. The sales compaign is intended to induce the greater use of cranberry cock- tail as a breakfast juice. There are to be full-page Fall ads in leading magazines and ad- vertisements are now being in- serted in New England news- papers. He said he sincerely be- lieved an exceptionally good ad- vertising campaign had been prepared. "We believe our cam- paign is basically sound and giv- en time to prove itself will sell Ocean Spray the year around." Flegal's address was received with much optimism by NCA
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Russell Makeoeace (left) presenting plaque honoring Retired President Marcus L. Urann, (right). (CRANBERRIES Photo) members. Meeting was conducted by Pi'es- ident Frank P. Crandon and Mr. Stevens. Crandon said in his wel- coming address, "As I stand before you today, I can look every one of you in the eye and truthfully say we have made considerable progress, and we are in a much more stable condition than in 1956." He also said there was no intent on the part of management to limit discussion as had been charged in the past. There was lengthy debate on Uie proposal to sell, lease or dis- pose of the Coquille plant. A final vote was to leave this to the action of the board of directors. On the matter of the immediate dissolution of the Cranberry Credit Corp., it was voted after a long discussion led by Atty. Robert Briggs, Plymouth, that this be left to the board of directors to ac- complish this as soon as reason- ably possible. Other reports were by director of research. Dr. Lawrence E. Proesch, director of marketing. A telegram from U. S. Secretary of Agriculture Ezra Taft Benson was read. In this he said he had watched with interest the efforts of the cooperative to improve the position of cranberry growers through the development of mark- Eleven

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