_. PaperShell Pecans/
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ereen

MAY 29 1918

Paper Shell Pecans

HE horticulturist of the Keystone Pecan Co., standing half way
up in the long front row of our bearing pecan orchard. As far
as the eye can see, stretch row after row of fine big pecan trees, many
of which have borne over 200 pounds of pecans in a single season.
What better evidence could you wish of the adaptability of soil
and climate to Pecan growing?

All illustrations of pecan trees in this book were made from photographs taken on our
plantation of nearly 3000 acres in Calhoun County, Georgia.

“The pecan is a nut of immense economic value. The pecan furnishes
practically a balanced ration. It is a highly concentrated and highly nutritious
food. Compared with round steak, it contains one-twelfth as much water,
two-thirds as much protein, from four to six times as much fat and has
between three and four times as great fuel value.

Pecans contain most of the elements essential to the building of
the frame and body tissues. The food value of pecans 1s rapidly becoming
generally recognized and it will not be long before the pecan will be extensively
used not only as a substitute for certain classes of food, such as meats, but also
a substitute for food of all classes.”

—United States Congressional Record, Jan. 12, 1917.

Table of Contents

PAGE
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(CONGRESSIONAL) RECORD — PEGAIN) SLUACTS§e-teeoh-tetsge-feierstr ie etsy :
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IcESS AINTMAT) FIDESH—=NLOREY PEGAINIVIBAUeeraeierrsiieieietse es eieiieersientenasietere SulOu ns
Wisy, America Must Ear ess ANTMAD JRCESE.. oe ac cies select cieie terete 7
Nur Mnat (Gives: Bar Ann Ait: NEEDED! PRODEENG 20 cyls se ele ctsteuslserveteletnetalstete 8
Nom Mira SuPERTOR! TO! AUNIEND AIS MENG Ein sietelerereleyeerelelceslercieicie Naisie neil teleicleie eisai ieietens 9
INUTS VERSUS! IBEBESTER ION severe crete tore, cae cle cred eke reu atste teats ee ay aerate 10
lalloyaanoy IMUNicdog IeNoYo)0) IDO NAMITUIGo oo sbonbedoagucopadeacbaodcoundgdassbaano4ccK II
WENDY, sDINtESeAS) WiCGH J HOOD MPERBAGRE Ease ea seh recite cei eerie 12
Tue FINER THE Nut THE GREATER THE DEMAND............. i AO} ily AE AS, 2
HE PECAN—THE YEAR-ROUND) NUM terol aeracie meetin steht cieetener ree 15, 20
Wirtar IiSaTtHEsPAPER! SHELL eeECAIN I: sere ce eernieiictiaiticn either ire tit 16, 18
Tue Harpiest or Att Nut Tr 17
IfESS “PAPER SHELL) PECANS: aa. n0.-<asloannmrewen Terie tne OG e Eee eee 19
HEss (PECANS Prease Atm WHO HAT TDHBMi gsc es cises sce eee ee 2 O ee ae,
Tons or Hess PECAN 23
25
Maximum Foop VALUE IN CONDENSED FORM..........204..0.0200000ceeeerees 27
A Test WuicH Proves THE Best PECANS CHEAPEST..................28, 29, 30
THE Bic PropLemM—EstasLtisHinc Morr ORCHARD UNITS...........0..+2:0+-3- 3I
DHE VPRACTICAT “ANSWER—THE UNIT Gen ANneme eee eter rerteeene eee neene 34
EE ONiTy PPAN) E-XPLATNED:capesotemietcn reno een ee Cee: een sts Sy Sy
BACH ACRE-Unir INCREASES IN VALUE $100.A YEAR............++-0.+s0e ese. 38
UNITS HuEry -PArD tin) GASE OR MDEATIE Sere pRee aera ienericeiren ieee 37
JgUNEIs, NGusien) (Oo (Olrerssusiy WINGS, 6 Geolnan doooue@aussudeudsnmanpospuspee 39, 40
Our investors. “Arm Over Hin! VWORTDL aes ae ee ane eae ee nennn CenEe eet 41
Vou eARE INVIGED TO! WASTE REDE EVAN DAIION) mre oleae eerie rate ene 41
A LETTER From ONE Wuo VisITED Our PLANTATION......-..-.--0:+s+ 44, 45
ANS IDEAT AS OUGHERN ELOME=;c:s atic tenn. ne tee en ene eee eee 2, 43
INVESTIGATE THE COMPANY AND ITS OFFICERS.........-....--.-.+--:+s 46 to 53
No INVESTMENT COULD BESS ARER 006 to ss-clehiale Sine fe, 1158 oO en ee OGTR 54, 55
Wit" SHOULD INVESTS. cst sca on sete ene incre eee eee 55, 50

Copyright, 1918
By ELAM G. HESS
Issued April, 1918

“Pecan production is destined to become one of the most important lines of orchard
development in the United States.”

—Congressional Record of the United States, page 1101, Vol. 54.
q p
© A 4900

Foreword

Food is the need of the day—of every day.
Food is the need of the future.

From the beginning of the world food production has been the most
important of the activities of man—but food production has frequently taken
uneconomic channels. Eyen before the war in Europe started, the tendency
toward changing standards in food production was marked.

In the Saturday Evening Post, November 29, 1913, on page 56, we read:
“Tree crops is the next big thing in farming, says J. Russell Smith, after
an 18,000 mile journey through the nut-growing countries.”

The man who is alert to changing food standards, who realizes how
largely the cattle herds of the world have been depleted, who has learned how
long it will be after the war is over before they can be built up, will see in this
condition an opportunity paralleled only in a small way by the noted investment
opportunities of the past.

About a hundred years ago the railroad offered an investment opportunity
which the Vanderbilts were wise enough to see——and to seize. You know that
the Vanderbilt wealth has lasted through generations—increasing year by year.

About fifty years ago there was a similar opportunity offered in steel—
demanded by the rapidly growing industries. The name of Carnegie heads
the list of the famous “thousand steel millionaires’ —made rich by foresight.

Forty years ago electricity offered its opportunities to Edison—and to
many others who have become extremely wealthy because they combined
courage with foresight.

Marvelous as have been the fortunes in railroads, in steel and in electric-
ity, we are to-day, says the Luther Burbank Society in its book, “Give the Boy
a Chance,” “facing an opportunity four hundred times bigger than the rail-
road opportunity was a hundred years ago, eight hundred times bigger than
electricity offered at its inception, fifteen hundred times bigger than the steel
opportunity which Mr. Carnegie found—because agriculture is just by these
amounts bigger than those other industries.”

From land—the most permanent basis of wealth—immense fortunes of
to-day and to-morrow are being drawn. America is beginning to see a new
vision, its agriculture is taking a newer, more profitable form.

What is the Biggest Future in Agriculture? \Vhen James J. Hill

staked his all in apples and received in return a profit estimated at ten million
dollars—he was merely a pioneer in the new type of farming.

+ The Story of the Paper Shell Pecan.

Yet the pecan comes into bearing as early as the apple orchard
and remains in bearing twice as long, Bulletin No. 41, of the
Alabama Department of Agriculture.

It is particularly significant that the strongest advocates of tree
agriculture are those familiar with conditions in nut growing coun-
tries. Consider that fact in connection with this statement of Luther
Burbank, the Edison of Agriculture: “Paper Shell Pecans of the
improved varieties are the most delicious, as well as the most
nutritious nuts in the world. They are higher in food value than
any other nuts, either native or foreign.”

In the Country Gentleman, August 14, 1915, we read: “The
tree that yields a pound or two of nuts at five years of age is
counted upon for twenty to fifty pounds by the tenth year, and
after that the yield grows beyond anything known in fruit trees,
because the Pecan at maturity is a forest giant.”

In the face of such facts, is it not wise to consider carefully
the interesting facts on Paper Shell Pecans found within?

ELAM G. HESS,

Manheim, Lancaster, County, Pa.,
Keystone Pecan Plantation, ; President of Keystone Pecan Company,
Calhoun County, Georgia. Member of National Nut Growers Association.

Pecans of the second class
bring $12,500 a carload. As a re-
sult of the superior merit of this
class of pecans and the limited
extent to which they are grown,
they are now netting the growers
in certain districts a value per
volume of product ranking them
among the highest priced horticul-
tural products grown on a large
scale in this country. Carloads
weighing 36,000 pounds each were
recently (Oct., 1916) shipped from
the Albany district of southwest
Georgia to Chicago brokers at 35c.
a pound or $12,500 a car. These
prices were for pecans of the sec-
ond class, the firsts bringing still
higher prices—United States Con-
gressional Record, Vol. 54, No. 22.

Thos. F. Miller, of Allentown,
Pa., under one of the trees in our
large pecan orchard.

It is such nut trees as this that
Dr. Kellogg, head of the famous
Battle Creek Sanitarium, calls ‘the
most efficient means of converting
sunshine into foodstuffs.”

Keystone Pecan Company, Manhewn, Pa. 5

Right Foods---The Increasing Demand

No matter what may happen, the demand for nourishing foods
is sure to grow so long as the population increases. Railroads, steel,
electricity—all are recent developments, none of them indispensable
to mankind. But existence itself depends on nourishing foods.

“Then,” you say, “no business should be surer than that of
supplying food to the growing population of America.”

Correct, provided you supply the right food.

For food standards are changing. Prove that fact, if you
will, by the figures of the U. S. Census Bureau for the years 1900
and IQIo.

During that period the population of the United States in-
creased from 75,091,575 to 91,972,266—an increase of virtually
22 3/10 per cent. Therefore, the production of any foodstuffs
should increase by the same percentage during that period to pro-
vide for the same consumption per capita.

Has the consumption of beef increased during that period?
Apparently not—tor there were 8.7 per cent. less cattle on the farms
in 1910 than in 1900. Nor was there any material increase in im-
ports. The price of beef increased in that period—but not so
greatly as many other prices. For the value of all cattle on Ameri-
can farms increased only 1.6 per cent. between 1900 and 1910—
an increase only one-fourteenth as great as the increase in population,

There was a loss of 7.4 per cent. in the number of swine on
American farms and a decrease of 14.7 per cent. in the number of
sheep—the inevitable result of which loss while population was
increasing to the extent of 22 3/10 per cent. was an increase in
price per pound in pork, ham, bacon, mutton, etc., which automatic-
ally cut off a large part of the demand.

President Wilson in urging the necessity for close study of the
food problem pointed out the fact that there had been a loss of 29
pounds of animal flesh per capita per year. With such a record
for a pre-war period, the present and the future outlook is even
more serious.

Why Spend Millions for Imported Nuts?

“We are annually importing between 60,000,000 and 70,000,000 pounds of nuts
at a cost of between $12,000,000 and $13,000,000, while we export nuts worth
less than a half million dollars. JVhy should we spend millions of dollars each
year in buying nuts from foreign countries, when we can grow the pecan, the equal
of any other nut, either native or foreign, in unlimited quantities ?”—Congres-
sional Record of the United States, Vol. 54, No. 27.

Food
Standards
are Changing

Less beef,
less pork,
more
nut-meat

A loss of

29 pounds
per capita
on animal

flesh

Nut con-
sumption
increases 15
times as
greatlyas
population

The public
forced to cut
down on an-
imal flesh

6 The Story of the Paper Shell Pecan.

Poultry Gains Fail to Equal Increase of Population

Poultry was the only exception among meats to the history of
diminishing supply, increased prices and diminishing demand. Yet
the gain in the number of all fowls on American farms was only
17 per cent., while the population was increasing 22 3/10 per cent. ;
while the American production of nut foods was increasing 55.7
per cent. in the same period without beginning to meet the demand.

Though the increase in value of the American nut crop was
128.1 per cent., still the increase in consumption required an increase
in imports so great that in 1910 America was supplying only one-
fourth of the nuts it was eating; while in 1900 it supplied half.

1900, nuts raised in America, value $1,949,031; imported, $3,484,651. 1910,
nuts raised in America, value $4,447,674; imported, $13,246,742. Total nut con-
sumptin in U. S. for 1900, $5,434,582; in 1910, $17,694,416. Nut consumption in
1910 nearly 350% of 1900; increase in population 22 3/10%. Nut consumption,
therefore, increased over 15 times as greatly as the population increased.

This increasing consumption of nuts has even continued with added force
since 1910, despite the derangement of the world’s shipping which has affected
many products adversely. In the American Nut Journal we read that in 1917
America imported nuts to the value of $32,805,014—a figure nearly two and a half
times as great as the importations of I9I0.

Even the man, or the woman, who has learned by experience
that nut meat is the healthiest form of real meat value is astonished
when he or she takes these authentic figures of the United States
Census Agricultural reports and import statistics to learn how many
of the thinking people among his fellow countrymen have proved
their belief in the same facts. And the man who has looked upon
nuts as a holiday diet alone suddenly awakens to the fact that the
statement, “nut meat is the real meat,” is backed by a public
consumption nearly three and a half times as great in 1910 as
in 1900; an increase fifteen times as great as population made.

Higher education in food values has led people to realize the
necessity for different and more varied diet—and this educational
development has been facilitated also by economic conditions.

As population increases, land becomes more valuable. As land
becomes more valuable—intensive farming is practiced. Grazing
becomes virtually impossible under such conditions; and despite
all the efforts of the Department of Agriculture experts, cattle rais-
ing 1s pushed farther and farther from the larger centers of popu-
lation. Increased transportation and costs of refrigeration mean
increased meat prices—even the importation of large quantities of
South American beef between 1910 and 1914, for instance, failed
to keep meat at a low enough price where it could constitute the
large food element which it once was on the American table.

Keystone Pecan Company, Manheim, Pa. /

Why America Must Eat Less Animal Flesh

The call of the United States Food Administration for meat-
less days, for porkless days and for every day a fat saving day,
is teaching a lesson that America will never forget.

Food experts have for years emphasized the fact that Ameri-
cans eat too much animal flesh. Physical Culture says:

“About forty per cent, of our American bill of fare is of animal origin. In
England the percentage is but twenty per cent. of the total food, in Continental
Europe it is less, and in Japan it is not more than five per cent.” Yet the Japanese
have astounded the world in every test of endurance.

“The American soldier is eating 100 per cent. too much meat,” says the world
famous Dr. Wiley; while Dr. Gordon J. Saxon, director of the laboratory for
cancer of the Oncologic Hospital, Philadelphia, was quoted by the Philadelphia
North American as ascribing the wonderful resistive powers of the French soldiers
to the fact that they lived on a meagre supply of high protein foods, like animal
flesh, and were given an abundance of fats and carbohydrates. He lays stress on
the excessive cost of our American diet with its high “animal intake,’ and this
is also emphasized by the booklet, “War Economy in Food,” issued by the U. S.
Food Administration, which characterizes animal flesh as the most expensive
of staple foods in proportion to food value.

As a people Americans are just learning that the cause of most
of their bodily ailments is the securing of fat by eating animal flesh.
As the Literary Digest well says in its March oth, 1918, issue:

“Fats are chiefly valuable as fuel for the body.
sumed and turned to energy, fats are also readily stored away by the body, along-

But in addition to being con-

side muscle and bone; as a reserve in times of illness or physical exertion.
Chief among the functions of protein is its importance as a builder of bodily
tissues. It is structural. The part it plays is like that of iron in a locomotive.”
Once built, the body, like the locomotive, needs only sufficient
building material (Protein) to rebuild wornout portions; but it
needs motive material (fat) in far greater proportion. Yet the
high animal flesh diet, which was the American custom, puts into
the system a far greater amount of protein than is needed and
too little fat.
sluggishness, intestinal derangements, auto-intoxication and_ flesh-

borne diseases are the inevitable result.

The system cannot absorb this excess protein, and

“Fat is fuel for Fighters,” says the U. S. Food Administra-
tion. It urges civilians to avoid waste of fats because fats are
necessary to those who must withstand extremes of climate, stand in
water soaked trenches and indulge in extreme physical activity.

As Good Health for March, 1918, points out, “Fats are fuel
foods! The daily requirement is two to four ounces.”

There is a way to get this required quantity of fat without the
excessive protein intake which is the inevitable result of our high
animal flesh diet. By following this plan America can multiply
its industrial efficiency, and benefit the physical welfare of all.

Americans
use twice as
much animal
flesh as

any European
nation

Excessive in
cost, wasteful
and the

cause of
illness

Fat is needed.
Securing it
through eat-
ing animal
flesh, is the
source of
trouble

Fat is
essential to
withstand
exposure

Two to four
ounces
daily are
needed

Nut produc-
tion destined
to exceed
animal
industry

Pecans
supply the
proper ratio
of fat and
protein

The public is
changing
from animal
fats

8 The Story of the Paper Shell Pecan.

Nut Meat Gives Fat and all Needed Protein

As Dr. Kellogg points out in his speech to the National Nut
Growers Association, at Biloxi, Mississippi, Nature emphasizes the
necessity of fuel foods and the need for less protein and albumen.
And because of the growing knowledge of food values he adds:

“To nuts, then, we must look for the future sustenance of the race. 4
Half a century hence the nut crop will far exceed in volume and in value our
present animal industry.”

He emphasizes the fact that all experiments have proved that “Nut protein
ts the best of all sources upon which the body may draw for its supplies of tissue
building material,” while at another point he adds, “On account of their high fat
content they are the most highly concentrated of all natural foods.’ At great
length, he compares the ease of assimilation of nut fats with those of the other
source of fat, and concludes, “nut fats are far more digestible than animal fats.”

Necessity is the mother of invention. If America had utilized
in the past its full opportunities to grow pecans—the best of all nuts
in high fat content with the perfect ratio of protein—we could ship
to our soldiers abroad the nourishment most needed in most con-
densed form, protected from all contamination and free from all
putrefactive bacteria. It would require approximately a tenth of
the cargo space and would need no refrigeration. It would require
no cooking; could be munched on the march, and would be assimi-
lated more readily than animal fats and proteins.

It requires but a glance at any newspaper or magazine to
realize that vegetable fats are taking the place of animal fats—
and that the source of virtually all the new products along this line
is nut oil, the peanut and the cocoanut being the largest sources
of supply to date.

In our 1915 Pecan Book we quoted Prof. H. Harold Hume,

State Horticulturist of Florida, Glen St. Mary, Fla., as saying:

“According to analysis, the Pecan is richer in fat than any other nuts,—7o
per cent. of kernel is fat. The Pecan may at some time be in requisition as a
source of oil—an oil which would doubtless be useful for salad purposes—but it
is never likely to be converted into oil until the present prices of nuts are greatly
reduced.”

Since then pecan prices have had a decided tendency to increase
because the demand is growing more rapidly than the supply; and
the chances of the pecan being used for oil are more remote than
ever. Yet one of the great reasons for the increase in demand is
increasing public knowledge of the pecan and its wonderful food
lor the pecan is proved richer in fat than any other nut,
with the right proportion of easily assimilated protein, and free
from any irritating membrane such as makes some nuts difficult of
digestion by those who have stomachs.

value.

Keystone Pecan Company, Manheim, Pa. 9

Nut Meat is Superior to Animal Flesh

Nut meat is not a substitute for animal flesh, but is Nature’s
food product for supplying fats and proteins, superior in every way
to animal flesh. As Dr. Kellogg, head of the famous Battle Creek
Sanitarium, said:

“Nuts are rich in fat and protein. On account of their high fat content they
are the most highly concentrated of all natural foods. A pound of nuts contains
un an average more than 3,000 calories or food units, double the amount supplied
by grains, fow times as much as average meats and ten times as much as average
fruits or vegetables.”

For example, according to Jafh’s table, ten different kinds of our
common nuts contain on an average 20.7% of protein, 53% of fat,
and 18% of carbohydrate. Among all nuts the pecan has the largest
percentage of fat and the best balanced proportion of protein—12%
protein, 70% fat, and 18% carbohydrate.

Meat (round steaks) gives 19.8% of protein and 15.6% of fat,
with no carbohydrate. A pound of average nuts contains the
equivalent of a pound of beefsteak and, in addition, nearly half
a pound of butter and a third of a loaf of bread. A nut is, in
fact, a sort of vegetable meat. Its composition is much the same
as that of fat meat, only it is in much more concentrated form.

There can be no doubt that the nut is a highly concentrated
food. The next question naturally is, can the body utilize the
energy stored in nuts as readily as that supplied by meat products.

The notion that nuts are difficult of digestion has really no
foundation in fact. The idea is probably the natural outgrowth of
the custom of eating nuts at the close of a meal when an abundance,
more likely a superabundance, of highly nutritious foods has already
been eaten, and the equally injurious custom of eating nuts be-
tween meals. Neglect of thorough mastication must also be men-
tioned as a possible cause of indigestion following the use of nuts.

“The fat of nuts exists in a finely divided state, and in chewing

of nuts a fine emulsion is produced so that nuts enter the stomach
in a form best adapted for prompt digestion,” says Dr. Kellogg.

The Pecan Makes More Progress than Other Nuts Made in Centuries

“With practically no improvement as a result of culture and breeding, but
taken directly from nature, many of the wild pecans afford an exceedingly de-
sirable product. Unconscious, and, therefore, unsystematic selection and planting
of pecan seed about dooryards during a period of less than 200 years has de-
veloped varieties of such desirable quality that the pecans most successfully
compete with other species, like the almond and the walnut which have been
under cultivation for many centuries.”—Congressional Record for January, 1917.

Nut Meat
is readily di-
gestible

Animal flesh
supplies too
much protein
for bodily
needs

Nuts supply
perfect pro-
teins more
abundantly
than any other
vegetable
food

Nuts clean,
sweet and
pure--do not
deteriorate
like flesh

10 The Story of the Paper Shell Pecan.

A portion of our bearing pecan orchard, with a few orchard owners in the foreground.
Reading from left to right: Dr. M. W. Brunner, Thos. F. Miller, E. G. Hess, Mrs.
C. J. Balliet, C. M. Rood, Dr. C. J. Balliet and Mrs. L. B. Clark

Nuts versus Beetsteak

“Beefsteak has become a fetish with many people; but the experiments of
Chittenden and others have demonstrated that the amount of protein needed by
the body daily is so small that it is scarcely possible to arrange a bill of fare to
include flesh foods without making the protein intake excessive. This is because
the ordinary foodstuffs other than meat contain a sufficient amount of protein to
meet the needs of the body. Nuts present their protein in combination with so
large a proportion of easily digestible fat that there 1s comparatively little danger
of getting an excess.”

In face of vanishing supply of animal flesh it is most comforting to know that
meats of all sorts may be safely replaced by nuts not only without loss, but with
a decided gain.”

Among the other advantages of nuts over animal flesh which
Dr. Kellogg cites are the freedom from waste products such as
uric acid, urea, carmine, ete., which cause so many human ills.

Nuts are clean, sweet and aseptic, free from putrefactive bac-
teria; while ordinary flesh foods contain three to thirty million
putrefactive bacteria per ounce.

Nuts are free from trichinee, tape worm and parasites, and
from the possibility of carrying specific disease which is always
present with animal flesh. “Nuts,” says Dr. Kellogg, “are in good
health when gathered and remain so till eaten.”

Keystone Pecan Company, Manheim, Pa. sia

How to Make Food Plentiful

The leading editorial in Good Health for March, 1918, em-
phasizes the fact that “the cattle and pigs are eating up our food-
stuffs.” Milo Hastings lays stress on the same point in “The Ex-
travagance of Meat,” published in Physical Culture, and quoted
widely by leading periodicals.

Even before the war in Europe had so greatly reduced the
world’s population of cattle and pigs the food supply problem was
impossible of solution for the future unless a severe reduction in the
American consumption of animal flesh compensated for the con-
stantly decreasing cattle range. Dr. Kellogg in an address at
Biloxi, October, 1917, said that the officials of the United States
Department of Agriculture foresaw this condition and the increas-
ing prices for animal flesh over twenty years ago. Since then the
increase of our human population and the decrease of our animal
population has so greatly exceeded their estimated figures that the
question, “Is meat imperative to complete nutrition?” has be-
come an imminent one.

Animal flesh supplies protein and fat. \We have shown on page
8 how nuts supply the necessary fat and protein. Dr. Kellogg em-
phasizes the fact that nuts supply proteins of such a character that
they render complete the proteins of cereals and vegetable foods.

“This discovery is one of the highest importance since it
opens a door of escape for the race from the threatened extinc-
tion by starvation at some future period, perhaps not so very
remote,” adds Dr. Kellogg.

e

“From an economic standpoint, the rearing of animals for food is a monstrous
extravagance. According to Professor Henry, Dean of the Agricultural Depart-
ment of the University of Wisconsin, and author of an authoritative work on
foods and feeding, one hundred pounds of food fed to a steer produces less than
three pounds of food in the form of flesh. In other words, we must feed the
steer thirty-three pounds of corn in order to get back one pound of food in the
form of steak. Such an extravagant waste can be tolerated only so long as it is
possible to produce a large excess of foodstuffs. It is stated, as a matter of fact,
that at the present time scarcely more than ten per cent. of the corn raised in the
United States is directly consumed by human beings. A large part of it is wasted
in feeding to animals. This economic loss has been long known to practical
men, but it has been regarded as unavoidable since meat has been supposed to be
absolutely essential as an article of food.”

“In view of these facts it is most interesting to know that in
nuts, the most neglected of all well known food products, we find
the assurance of an ample and complete food supply for all future
time, even though necessity should compel the total abandonment
of all our present forms of animal industry.”

The Story of the Paper Shell Pecan.

A panoramic view in our large orchards showing about half the length of one side which is not illustrated in the

other pictures. Can you, looking forward fifteen years or more, see in this a picture of your own pecan unit-
trees sturdy and healthy, their branches thickly covered with pecans, filling out under the summer sun ?
The soil is the same, the climate the same, results should be better with the finer varieties planted

3,000,000
calories per
acre from
nuts; only
150,000
from beef

Pecans
make an
even better
showing

Nuts as a
substitute
for milk

and eggs

Twenty Times as Much Food Per Acre

Consider what it would mean if America could take its many
million acres of pasturage and get from each twenty times the food
value! Of course, no thinking man would claim that every acre of
pasturage is available for nut raising; but where the change can be
made, that gain is possible.

As Dr. Kellogg points out, it takes two acres two years to produce a steer
weighing 600 pounds; an average of 150 pounds per year per acre. The same
acre planted to walnut trees would, he states, produce 100 pounds per tree per
year for the first twenty years; which means 4,000 pounds of nuts from an acre
of 40 trees. The food value of the 150 pounds of steer cannot exceed 150,000
calories or food units; while the nut meat from the same acre equals 3,000,000
calories in food value. As Dr. Kellogg concludes, “Twenty times as much food
from the nut trees as from the fattened steer, and food of the same general char-
acter, but of superior quality.”

Yet these comparisons are based upon walnuts, in which the
yield per acre averages lower than on paper shell pecans and on
which the food value is not so concentrated. As Dr. Kellogg
previously pointed out:

“4 pound of pecans is worth more in nutritive value than two pounds of
pork chops, three pounds of salmon, two and a half pounds of turkey or five
pounds of veal.”

While the price of nuts is by some considered high, Dr. Kel-
logge directs attention to the fact that “even at present prices the
choicest varieties of nuts are cheaper than meats if equivalent
food values are compared.”

Experiments by Dr. Hoobler, Detroit and at Battle Creek Sani-
tarium, prove that nuts “Possess such superior qualities as supple-
mentary or accessory food that they are able to replace not only
meats, but even eggs and milk,” reports Dr. Kellogg.

Keystone Pecan Company, Manheim, Pa. 13

Nut Meat The Real Meat

It must be remembered that the period in which the use of nut
meat grew over fifteen times as quickly as the population increased
was before the war conditions made every man consider food
values more carefully. Right up till 1914, the year in which the
war in Europe started, there was a steady increase each year in the
production of nuts and the import of nuts, yet prices kept soaring
on all the better varieties because the greatly increasing supply failed
to keep pace with the increase in demand.

Though the importation of nuts in 1910 had been valued at
over thirteen million dollars, and this was nearly four times as great
as in 1900—it kept increasing until in 1917 it amounted to nearly
thirty-three million dollars. The importation of nuts in 1917 was
nearly ten times as great as imports for 1900, yet these imports and
the increasing American production failed to meet the demand.

These figures, from U. S. Government reports, show that any
one who assumes that nuts are a holiday luxury is entirely wrong.
The Pecan, for instance, which is native to America, keeps for a
year or more in any moderately cool place without losing any of
its flavor or food value, because Nature put an air-tight shell
around the pecan meat—which in the finer grades of paper shell
pecans has been developed to a point of perfection not even
approached by the best man-made containers.

That public demand for pecan nuts is increasing is proved by
the increase of prices on even the commonest sorts of fifty per
cent. and more between 1900 and 1910.

When J. C. Cooper wrote in The Country Gentleman for May
I, 1915, that “The demand for walnuts is growing much faster than
the supply. We do not produce in America more than twenty per
cent. of what we consume, and it will take fifty to a hundred years,
with all the encouragement of the nut experts, to raise enough
walnuts to supply the home demand,” he states a condition which
applies with manifold greater force to the consumption of Pecan
nuts. It is true that the California production of Walnuts doubled
during ten years, while the importation trebled—yet in spite of this
five-fold production English Walnuts constantly increased in price.

England Likes Hess Pecans

In Gardening, Illustrated, a prominent weekly published in London, England,
we read: “The shells of the Hess Paper Shell Pecans are thin and easily broken
and the body of the nut in this variety is larger, fuller and better flavored than
is usual with pecans. The pecan may rightly be regarded as a food of very
highest value. It contains 70 per cent. of fat. Its texture is delicate, and it can
be digested easily. * * * The demand for the paper shell pecan is constantly
increasing and is well in front of the supply.’

Nut imported
1917, nearly
ten times as
great as in
1900

Pecan
nut-meat

a year-round
necessity

Increased
demand is for
finer nuts

Paper Shell
Pecans
meet every
need

14 The Story of the Paper Shell Pecan.

The Finer the Nut— The Greater the Demand

It is true that in Walnuts a condition has come about as in
other nuts—that the increasing demand is for the finer, higher
priced grades. What are the points of superiority that have led to
this great increase in public demand? Why are old established
black walnut trees less valuable as profit producers than English
Walnut trees only a quarter as old and producing only a fraction
of the quantity of nuts?

First—Thinness of shell and ability to get out the kernels
whole.

Second—Superior flavor and food value.

Third— Attractiveness in appearance of the nut and of the nut-
meat when removed.

Fourth—Ease of keeping nuts for longer periods and using
them readily.

Now compare the Hess Paper Shell Pecans with the English
Walnut on every one of these four points of public demand.

It is contained in a shell so thin that it is easily broken in the
hands without the use of nut crackers. The partitions between the
kernels average as thin as in the English Walnut, and the average
person will, in less time, remove more whole kernels of the Paper
Shell Pecan than of any other nut.

As to flavor and food value, let such experts as Luther Bur-
bank answer. (See Foreword, page 4.) Remember that his an-
swer is certainly unbiased, for he is a patriotic native of California
where America’s largest crop of Walnuts is produced—and that
State produces no quantity of paper shell pecans.

As to attractiveness in appearance, of both the nut and the nut
meat, you and your friends are the best judges. People who know
both nuts have already handed in their verdict favorable to the
paper shell pecan. In addition, the pecan has been endowed by
nature with a shell which is air-tight—and therefore keeps many
times as long without losing its fine flavor or becoming dry and
tough.

“The Most Prized of all Nuts for Domestic Uses ”’

In Bulletin, No. 30, of the Department of Agriculture, Washington, D. C.,
we read regarding Pecans: “In the course of time, however, as they are more
widely grown, they will become the most prized of all the nuts for domestic use,
and it is probable that when the supply is large they will be preferred abroad to
the best Persian nuts.”

on

Keystone Pecan Company, Manheim, Pa. l

In the Company’s Packing Room
One shipment of Pecans, boxed, ready to send out

The Pecan The Year-round Nut

The pecan is the one nut suitable for eating the year round.
And the present tendency is toward the year-round use of nuts.

Another reason why the finer pecans are surer to maintain their
high prices than any other nuts is found in the fact that Walnuts of
the finest grades are being raised in quantities in California, Oregon,
Washington and other States, and in England, France, Italy and
South American countries—while the territory in which the paper
shell pecan attains its highest state of perfection is confined to a
4o-mile radius in southwestern Georgia, embracing Calhoun and
Dougherty Counties,

Is it any wonder that the State Entomologist of Georgia, Mr.
E. Lee Worsham, whose name is virtually always included as one
ot “the three big men in his line of endeavor,” wrote: “In my
opinion the pecan growers of South Georgia have the finest
horticultural proposition in the United States.”

From the President of the Albany, Ga., Chamber of Commerce, J. A. Davis,
we hear: “The strongest evidence of my belief in the future of this wonderful
development is that I have just planted a grove of one hundred acres. I know
of no agricultural or horticultural industry which, with proper attention, holds
promise of returns half so large as the pecan in Southwest Georgia Both our
soil and our climate are peculiarly adapted for the production of the finest nuts
in most abundant yield. These nuts are the size and quality which make them
absolutely the finest nut on the market. They will always command a fancy price

because the supply will never equal the demand.”

Can be
raised at best
in a 40-mile
radius

Wild Pecan--
a staple food
among
Indians

16 The Story of the Paper Shell Pecan.

“What is the Paper Shell Pecan ?”

Mention Pecan to any one who has tasted the improved paper
shell variety and they will assume that you are talking of paper shell
pecans. For the person who cracks and eats paper shell pecans
feels it almost a sacrilege to call the common wild pecan a pecan.
Yet there are thousands of Americans who have never tasted paper
shell pecans, and who think of pecans only as wild pecans, grown

largely in Texas.

Pecans are divided in three general but radically different

classes, as the descriptions and cuts below indicate.

The ordinary wild pecan is native to America. The earliest
French explorers found that one of the staple foods of the Indians
was this palatable nut which grew in the forests
of the south, and in that portion of Mexico ad-
joining the Gulf States. Pecan trees in Texas

and Louisiana have been found which were

over five hundred and seven hundred years old

—which were still yielding large crops of nuts.
Like the oak, no one ever knew a Pecan tree to die of old age.

There are in the Southern States wild pecan trees of which the

records go back to the first civilization on this continent.

The pecan tree is so symmetrical and beautiful that it is called
“The Queen Shade Tree of Many a Southern Home.” Its fruitage
is so prolific that it is said to be “‘one of the most astonishing food

engines in all nature, yielding literally barrels of nuts.”

“Your Pecan is Superior to Our Walnut,” says Burbank Display.

In the American Nut Journal, May, 1915, we read: “LuTrHer BuRBANK is
credited with the following statement regarding the pecan tree: If I were
young again I would go South and devote my life to propagating new species of
the pecan. Walnut culture is the leading horticultural product in California,
makes more money for us and makes it easier than anything else, and your
pecan is superior to our walnut. The longevity of the pecan orchard and its im-
mense earning power make it one of the most profitable and permanent of

agricultural investments.”

Keystone Pecan Company, Manheim, Pa. V7,

The Hardiest of all Nut Trees

The reason for this long life is that the pecan is the hardiest of ;

all nut trees—free from all ordinary tree pests and diseases because
it is of the hickory group, and the longest lived member of that
group. The lack of surface moisture—the great enemy of most
trees—is not a disadvantage to the pecan, for it has a remarkably
long tap root which goes down so deeply into the ground that it
draws moisture from the sub-soil. Since the blooming period is late
in Spring, the buds are not injured by frost.

The wild pecan has been a popular nut, rivaling, because of its
superior flavor, such other nuts as the walnut, chestnut, shell-bark,
hickory-nut, ete. This popularity was secured despite its many
drawbacks—for the shell of the wild pecan is hard and the partition
walls between the kernels thick and bitter. There was too little
meat and too much difficulty getting it—but the experts saw in the
great demand for pecans, despite these disadvantages, the promise
of rich reward for improving the pecan.

The seedling pecan is the next step toward pecan perfection.
Larger than the wild pecan, and thinner shelled, it equals or sur-
passes it in flavor, depending upon the variety of seedling under
consideration. Selling at an average price of 35 to 45 cents
per pound, which is double the cost of the wild
pecan, it has so much more meat and it is much
more accessible, that it is always a better pay-
ing purchase for the housewife. So justly
popular has the seedling pecan become that the
discriminating dealer and the distriminating
housewife will have nothing to do with the
inferior, thick-shelled pecan, which is brightly
tinted and polished to disguise the inferiority.

Surprised at the Size of Kernel—and Flavor

“T have received the 22-ounce box of Hess Pecans which I ordered from
you a few days ago.

“T am well pleased with the nuts. They are certainly worth the price, and
then some. On opening the nuts, I was surprised at the remarkable size of the
kernels within, and of their delicious, sweet, nutty flavor. Your Pecans are par
excellent. They have, no doubt, a very high food value, and I intend in the
future to omit meats from my diet and substitute your Pecan instead. J/t is
remarked by eminent physicians that much of the cancer that is prevalent nowa-
days is due to the excessive consumption of meats, and that the only remedy is
for pegple to give up the eating of meats and use nuts instead.

“T expect to favor you with additional orders in the future.”

J. P. F., Roanoke, Va.

Pecan trees
fear no
drought

Seedling
superior to
wild grown
Pecan

The
paper-shell
Pecan—the
Queen of all
nuts

Quality
unequalled
but supply
is limited

18 The Story of the Paper Shell Pecan.

The Paper Shell Pecan

Had the work of the experts not gone any further than estab-
lishing the improved Pecan Seedlings, it would have justified all their
efforts—for the pecan seedling bore justifiable comparison with any
other nut on the market in food value and accessibility; until the
Paper Shell Pecan was developed from budded trees.

The Paper Shell Pecan has an air-tight shell so thin that it is
easily broken in one hand by a gentle pressure. The kernel is large,
easily removed and of flavor so much finer that any observing person
can distinguish it from any other pecan by taste alone.

Instead of a bitter partition wall which imbeds itself in the
nut when it is cracked, as in the wild pecan, the paper shell pecan
has a thin, tissue-like membrane which is easily removed.

With the paper shell pecan a larger portion of the total weight
of the nut is meat than with any other nut, with the possible ex-
ception of the finest almond. And this meat of the paper shell pecan
contains seventy per cent. fat, while that of the almond contains but
fifty-four per cent.

The paper shell pecan is the Queen of all nuts.

It has no equal from the standpoint of size, appearance, acces-
sibility of meat, size of kernel, and fine flavor. The only disadvant-
age is the limited supply—for there is but a small territory in which
soil conditions and climate are right. The walnut is raised in
England, France, Italy and in large quantities in the three Pacific
coast states, and in smaller quantities elsewhere. The paper shell
pecan seems to flourish best within a forty-mile radius in Georgia,
embracing Calhoun and Dougherty Counties. Of the half million
budded pecan trees in the world, two hundred and forty thousand,
or practically half, are in this
forty-mile radius. Were complete
records of yield accessible, it
would be seen that this half of the
budded trees has produced far
more than their portion of the

croj ).

The State Entomologist of Georgia, Mr. E. L. Worsham, writes: “The
Pecan Industry has developed beyond the point where it matters not what you
or I believe. It is a success. Results are being produced of wide interest and of
permanent character, and the industry in the Albany district in the hands of
competent men has wonderful potentialities. The hundreds of thousands of
dollars invested by shrewd business men in Commercial Pecan properties, after
personal investigation, argues that the development being recorded in the Albany

district is meritorious.”

Keystone Pecan Company, Manheim, Pa. 19

Hess Paper Shell Pecans

It is never difficult to convince any one who has tasted the Hess
Paper Shell Pecan, and compared it with the other pecans, why
these pecans should be selling for eighty cents to $1.25 per pound
and up when the wild pecans are selling at twenty to thirty-five
cents per pound. The only difficulty is that not one person in a
thousand has ever tasted the improved Paper Shell Pecan, because
the supply is so small compared to the demand.

As Luther Burbank, admittedly the foremost horticulturist in
America, has well expressed it, “We have now one Pecan where
we ought to have a million to create a market. The demand for
them is constantly increasing, and the price is advancing each
year, for the demand is many times greater than the supply.”

The Hess Paper Shell Pecans are selected varieties of the
Paper Shell Pecan, grown and developed in the Pecan Belt of
Georgia by expert horticulturists. These experts, who have made
Pecan Culture their life work, succeeded after expensive experimen-
tation in developing the Hess Selected Varieties from the finest
varieties which were accepted as standards of high quality by the
National Nut Growers’ Association, such as the Schley, Stuart.

These varieties are naturally hardy, rapid growers, which will
live for centuries because of their resistance to fungi, destructive
insects, cold and drought. The Hess Selected Varieties combine
with these advantages a purity of strain which assures uniformly
superior pecans.

Note the color plate on cover, photographed from average nuts
of the improved Hess Selected Varieties of Paper Shell Pecans.
The large size of the nuts, the thinness of the shell, the almost entire
elimination of the center partition, the finer flavor and the greater
food value put these nuts in a class by themselves for quality. Do
not take our word for their superior quality. Note what others say
about Hess Paper Shell Pecans on the pages following:

“Cover a County with Trees,” to Supply Demand

“Your shipment of Hess Pecans reached my house yesterday, so we had some
of them with our coffee at dinner, and I take pleasure in confirming all you claim
regarding the size and quality of these nuts. They are certainly superb, and a
revelation of what specializing may accomplish in that line.

Now what you want to do is to cover with such nut trees a whole county
in the most favorable part of the South for the purpose, so as to give the people
an ample supply and I will guarantee they won’t go far for any other nuts.”

L. F. S., Ridgewood, N. J.

The finest
varieties of
paper shell
pecans

From

a world-
famous food
expert

Tested many
varieties—
Hess best

Fill the
shell better—
firmer flayor

Their beauty
makes one
enjoy them

From the
editor of a
famous
health
publication

20 The Story of the Paper Shell Pecan.

Hess Pecans Always Please Those Who Test Them

Mr. Elam G. Hess, Pres.,
Keystone Pecan Co.,

The Battle Creek Sanitarium,
Battle Creek, Michigan,
Manheim, Pa. January 18, ro18.
Hess Pecans are the finest nuts I ever saw. What a blessing to the world it
will be when these fine products of the vegetable kingdom come to be better
appreciated by the public. J. H. Kettoce.

Toledo, Ohio, March 5, 1917.

I never ate such lovely and nutritious nuts in all my life, and want them for

my own special use. Enter my order for $10 worth of the finest grade from the
IQT7 crop. Dr. H. W.

Winnetaka, Ill., Dec. 9, 1916.
The ten pound package of pecans arrived promptly and in perfect condition.
I take pleasure in stating that I have eaten many of the best varieties of paper
shell pecans, but Hess Pecans are superior in quality and flavor to any I have
ever before tasted. M. S.

Ottawa, Canada, Jan. 2, 1917.

I have always been fond of nuts, and taken great interest in them, but never
before have I seen nuts that approached the Hess Pecans for completely filling
the shell. I have given samples to 20 or so of my friends and they describe the
difference in flavor between the wild hard shell variety and these is like the
difference between chalk and cheese. I can only describe them as beyond all
comparison with any other nut on the market in digestibility, flavor and ease
of opening.

St. Louis, Missouri, Feb. 8, 1917.
A person
I am glad

I have never seen any nuts half so fine nor tasted any so delicious.
could readily subsist on nuts of this quality without any flesh food.
of the opportunity to know this wonder nut, and am sorry you have no more

Mrs, M. W.

for sale.

Frankford, Phila., Pa., Jan. 7, 1917.
We sampled the Hess Pecans on New Year’s Day. Friends visiting us
were surprised that they could be opened by hand pressure. They praised these
paper shells without stint; they are rich in flavor and their sweetness cannot be
duplicated. Their beauty is enough to make you enjoy them. There was not
a faulty meat in any of these paper shell pecans. Cie

Washington, D. C., Mar. 7, 1917.
Before your Hess Paper Shell Pecans came I had bought pecans at sixty
cents a pound from one of our leading grocers and thought them fine till yours
In size, flavor and thin shell Hess Pecans were far superior and here-
I let nuts take the place of meat in
Miss A. A.

came.

after I shall know where to get my supply.

my menu and feel greatly benefited by the change.
New York City, Dec. 27, 1916.

It is not strange that Hess Pecans are so much appreciated; they are so good

I ate a dozen at my supper and feel that could everyone eat them every
Dr. Ermer Lee (Editor Health Culture).
ere Battle Creek, Mich.

In my opinion these Hess Paper Shell Pecans are the finest I have ever

Gis:

to eat.
one would be benefited.

seen or eaten.

Keystone Pecan Company, Manheim,. Pa. 21

Montreal, Dec. 31, 1916.
Received your check and letter. I am not surprised your supply of Hess
Pecans ran so far short of demand that you had to return my money, for they
are so much appreciated here that I could send you many orders from neighbors
if you could fill them. shall hope to get some of next season’s supply. A, L.

Orlando, Fla., Jan. 17, 1918.
Please send me a 12 0z. box of your Paper Shell Pecans. Enclosed is $1
money order. I feel skeptical about them, as I have yet to see a large nut well
filled out and also not woody. Dr. J. M.
Jan. 26, 1918.
The box of Hess Pecans just arrived and they are certainly the best ever.
They are A-1 in every respect. I enclose my check for first payment on ——
units, each to have 20 trees—budded or grafted pecans that bear nuts like
sample sent me. Dr. J. M.

A Few Typical, Recent Cases of Re-orders

F. B., Los Angeles, California (in the heart of the finest walnut district),
ordered 22 oz. box for $2, Feb. 13th, 1917. March 11th, 1917, wrote: “They are
unquestionably the very best I ever ate, and I am wondering if you have more
to offer, and, if so, the price in bulk.” Aug. 2, 1917, order booked for Fall, 1917,
delivery, 50 pounds Hess Paper Shell Pecans.

Nov. 27, 1917, sent check for $50 in payment of 50 pounds.

February 26th, 1918, sent his third re-order for 50 lbs. of Hess Paper Shell
Pecans for delivery, Fall, ro18, for $50.

Order received, Dec. 11, 1917, from Dr. M. B., Wabash, Ind., for $1 box of
Hess Paper Shell Pecans.

Jan. 8, 1918, “Enclosed find check for $5 for which ship pecans like the 12
oz. box recently sent me. They are the finest I ever ate.”

Jan. 24, 1918, sent check for $10 for more nuts.

Feb. 9, 1918, bought orchard units to assure supply and to have a home in
the South.

Noy. 23rd, to17, Mrs. K. B., Monrovia, California, purchased $1 sample box
of Hess Pecans.

Jan. 9, 1917, sent $2 for more and asked price on 5 pounds. “They were very
fine. Are quite a treat.”

Dec. 3, 1917, E. B., Reading, Pa., ordered 12 oz. sample Hess Pecans, $1.
Dec. 7, 1917, he wrote, “Enclosed find check for $10 for which send to Ibs.
Hess Paper Shell Pecans.”

Mrs. M. B., Elmira, New York, after comparing various grades of Pecans,
wrote: “Put me down for 10 lbs. of Hess Paper Shell Pecans, to be delivered
in the Autumn of 1916. There is a very great difference between these and
seedling. Check for $10. Nov. 17, 1916, for the ten pound carton was followed
with urgent request for five pounds more February 10, 1917, as “they are a
necessity in my household.” Mrs. B. has bought Hess Pecans through three
successive seasons; an endorsement in itself from one who knows pecans.

J. C., Seattle, Washington, wrote Jan. 20, 1917: “The size, quality, and
flavor are all of the very highest. They are richness itself. Regarding food
value, I question if there is any nut on earth equal to it. I wish I had a barrel
of them. You ought to plant at least 10,000 acres. Will you notify me when
you harvest your next crop.” April oth, 1917, ordered 10 Ibs. more for Fall,
1917, delivery, saying, “They are the very best on earth.”

Sorry
supply is
exhausted

Skeptical
but they
convinced
him

Buying in
50 pound
lots

16 pounds
in less than
3 months

“Wish
IThada
barrel”’

A few more
commenda-
tions from
many
received

Re-orders
and the
cash—prove
superiority

ja) The Story of the Paper Shell Pecan.

The Highest Priced Pecans Yet Demand
Exceeds Supply

A high official of the city of New Yerk wrote: “Such pecans never were
seen before in our neighborhood. They are all you advertised them to be. I sent
a box on to my daughter in Boston.”

From a Philadelphian who “knows nuts,” we heard: “The Hess Pecans,
which terminated our Xmas Dinner, were highly appreciated. Being a lover of
Pecans, I must say that Hess Pecans are far superior to any other Pecan | ever
tasted; especially the Paper Shell kind found great favor among my guests.”

From another, whose husband is at the head of a publication which enjoys
national prestige as an exponent of the finest nuts and other foods by mail order,
we received the following letter, along with the second order: “Enclosed find
check for $2.00 for which send me a 22 oz. package of your Hess Pecans.
Kindly ship these at once as we wish them for Thanksgiving.”

Why take more time with detailed copies of letters from
customers ordering and re-ordering Hess Paper Shell Pecans. Is
not the fact that re-orders were received in itself the best evidence of
superior quality when it is considered that the selling price of most
of these shipments was $2.00 for 22 ounces, or about the rate of
$1.50 per pound?

The man whose wife
wrote the last letter ques-
tioned whether any one
would pay this price—tfor
an addition of fifty per
cent. of the price of the
average paper shell pecan
was too much, in his opin-
ion. He questioned the
price before he sampled
the nuts and noticed how
much they were preferred
in his own home and
among his friends. After
that the price was forgot-
ten and the recollection of
superior quality led him
to re-order, just as it did
many others.

L. B. Coddington, a unit holder
and director in the company, stand-
ing by a pecan tree of 1915 planting.
Photo taken October, 1917.

Keystone Pecan Company, Manheim, -Pa. 23

Tons of Hess Pecans Have Been Sold by Us

Shipments have been made to every State in the Union,
throughout Canada, to various countries of South America, the
3ermudas and Porto Rico, to England, South Africa and India, to
Australia, New Zealand, ete.

Though our fine Gift Boxes have enjoyed a remarkable sale
during the Holiday Season, our business is by no means limited to
that period. Orders for large quantities are received throughout
the year from individuals for use in their homes—and in many
cases we have been compelled to refund money because our increas-
ing supply was exhausted earlier each year.

Some purchasers of Hess Pecans have re-ordered twelve times
in a single winter—while many others who first bought the dollar
box have ordered in large quantities up to 50 pounds rather than be
compelled to re-order so frequently.

For the past couple years we have had to confine our sales
almost entirely to mail orders, because the supply has failed to in-
crease quickly enough to meet the demand. But in 1914 we made
a test in one American city of only 51,000 population (based on
the rg10 census) through one wholesale grocery firm. Paper shell
pecans had not been previously known in this section, their sales-
men said that it was absurd to attempt to market a 12 0z. box of
Hess Pecans at the retail price of $1.00. Yet even in the poorer
sections grocers re-ordered and re-ordered till our available supply
was exhausted—the demand created by the nuts themselves
astonished all concerned.

The city in which this test was made was not our home town.
It does not stand above the average in per capita wealth—nor is
there any evidence to show that the people of this city are more
likely to be interested in pecans than any average American. To
make such a test in a large city like New York was impossible—
for the entire yield of our entire plantation, planted twenty trees
to the acre, could not supply a week’s demand there, if New York
bought pecans in the same proportion as the city cited above. (See
note below. )

We must take immediate action to increase the quantity
of pecans offered for sale. Even with the wonderful increase in
yield each year from established orchards, we cannot fill half as
large a percentage of the demand as we did two years ago.

The Country Gentleman, of September 109, 1914, says: “Tyler is a Texas
town with about 12,000 people who eat a carload of pecans every year. If New
York ate Pecans at the same rate, it would consume our whole crop.” (This
refers to all the world’s crops combined.)

Sold all
over the
world

New York
City can
consume
the World’s

supply

A country-
wide
movement
toward nut-
meat as the
“true meat,”’

By religious,
ethical and
hygienic
organizations

24 The Story of the Paper Shell Pecan.

Why This Phenomenal Demand for Finer Pecans?

How can this remarkable demand for the finest grade pecans
—despite the higher price—be accounted for?

There are many reasons.

This demand for perfect pecans parallels an increased demand
for nuts of all sorts—pecans in particular.

As any well informed person knows, there is strongly in evi-
dence all over the world a movement toward nut meat as the true
meat.

Some have joined in this for religious reasons, some for ethical
reasons, others purely from dietetic or hygienic considerations—
and many others because of increasing knowledge of food values.

The Seventh Day Adventists will refer you to the twenty-
ninth verse of the first chapter of Genesis, which reads, “And God
said, Behold, I have given you every herb bearing seed, which is
upon the face of all the earth, and every tree in the which is the
fruit of a tree yielding seed; to you it shall be for meat.” They
veason that according to this passage “true meat’? grows on trees,
and in this belief they are joined by many others for ethical, dietetic
and hygienic reasons.

The Millennium Guild, which has a small but active membership
of thinking people in Boston, is typical of these ethical movements
which have assumed great importance in parts of Europe. While
they base their preference for nut meat on ethical rather than relig-
ious grounds, the members of these organizations simply abhor the
idea of eating the carcass of any animal.

Everywhere in America there are large numbers of people
organized and unorganized, who will not eat the flesh of any animal
for dietetic or hygienic reasons.

Physical Culture restaurants, where nut meats are substituted
for animal flesh, are increasing in number in every large city.

In sanitaria of all sorts there is a tendency to minimize the
use of animal meat or do away with it entirely. In one system of
forty sanitaria, there are practically no drugs used because the pa-
tients are put on a perfected diet system in which nuts are sub-
stituted for animal flesh.

Hess Pecans are Rich in Nutriment

“They are certainly very fine nuts, and I am very glad to know about them.
As to their food value, I have no doubt they are rich in nutriment.
A. G. D., Brookline, Mass.

on

Keystone Pecan Company, Manheim, Pa. 2

Nuts Meet the Demand for Uncooked Foods

Many physicians who specialize in diseases of the intestinal
tract are advising the use of uncooked foods. Dr. Kellogg, in his
book, Colon Hygiene, sums up one strong argument in simple, non-
technical language when he says on page 223: “Raw food resists
the destructive changes which are produced by bacteria, while
cooked food makes no such resistance.”

Nut meat is practically the only source of both protein and fat,
in large proportions, which it is safe to eat uncooked. This state-
ment is readily proved on high authority. In the Congressional
Record for January 6, 1917, we read: “Nuts occupy a unique posi-
tion in the list of important food products, in that, with the possi-
ble exception of a few other fruits, in the raw condition they
alone afford a fairly complete and balanced food for human
beings.”

It is because of such increasing public recognition of the great
and varied advantages of nut meat over animal flesh that you find
nut importations in 1917 nearly ten times as great in value as those
in 1900; while the consumption of animal flesh has failed to keep
pace with the increase in population.

Possibly you will find this increase in the consumption of nut
meats even more surprising when you consider that there was prac-
tically twenty per cent. less butter sold from America’s farms in
1909 than in 1899, according to U. S. Census figures. In other
words, the consumption of butter, which is the principal table article
competing with nuts in fatty content, was falling off to four-fifths
during practically the same period while the consumption of nut
meat was increasing so rapidly.

Perfected pecan nuts contain more protein than beefsteak, and
almost as much fat as butter. Isn’t it only natural that people
should want their nourishment and fat in this concentrated form—
hermetically sealed and kept pure by mature? Is there any such
assurance of purity and cleanliness on butter—or on beefsteak ?

Place a Hess Pecan on a hat-pin, light the nut-meat and
notice that it burns like a candle because it is seventy per
cent. fat.

“At this age (eight to ten years) the best parts of the orchards under the
most favorable conditions and in favorable years will not infrequently produce
from twelve to fifteen pounds per tree. The average number of trees per acre of
the orchards already planted is twenty. Twenty trees per acre, each averaging
twelve pounds, yield two hundred and forty pounds per acre.” Speech of Con-
gressman Frank Park, Jan. 6, 1917, as reported in the Congressional Record.

The most
perfect
uncooked
food

Less
butter-fat
demanded--
more nut-fat

The Pecan

is the
concentrated
form of
nourishment

26 The Story of the Paper Shell Pecan.

Pecans for Sundaes and Candies, Etc.

The young women of America, who have changed so largely
from soda water and ice cream to nut sundaes, may not realize that
they are getting increased nourishment—hbut that is the case. That
this is no small element in the consumption of pecans is evidenced
by the fact that one druggist alone uses 1,500 pounds of crushed

pecan meat per year for nut sundaes—while hundreds might prob-
ably use as many if the true figures were known.

Nut candies are in such great demand that the best confection-
ers are astonished. Unfortunately for them, certain nuts become
unfit for use in summer and the confectioner must fall back on the
homely peanut, which falls short in food value, or use the pecan—
the finest of nuts, which nature has furnished in an air-tight shell,
which assures satisfaction the year round. ‘The confectioners of
New Orleans—a hot weather city—long since learned their lesson
and that city is almost as much noted for its pralines—a pecan nut
confection — as

4

for its wonderful
fete, the Mardi
Gras.

Pralines were
too good to be
confined to New
Orleans alone.
Along the board-
walk in Atlantic
City and other
watering places;
and at the finer
confectionary

shops On aare : ;
Enos. H. Hess, Second Vice-President; Jos. A. Philips, Director,

aroer Cited —
larger cities, they and some stockholders of the Keystone Pecan Plantation

are in good de-

mand. ‘There is no other way to make acceptable pralines except
by using pecan nuts—the finest pralines require that the nuts be
whole, which, in turn, indicates another need for paper shell pecans.

“‘A Greater Future Than Any Nut Raised in this Country ”’

“Tt is not many years since these delicious nuts, the Paper Shell Pecans,
were first introduced to the people of the North, and wherever they have gone
they have met with instant and cordial favor. The Paper Shell Pecan has a
greater future than any other nut raised in this country. It is a most delicious
nut.” Geo, K. Holmes, United States Bureau of Statistics, Washington, D. C.

Keystone Pecan Company, Manheim, Pa. oi

Maximum Food Values—in Condensed Form

One remarkable fact about the improved paper shell pecan is
that it is at the same time richer in protein and fat than other nuts;
vet is more digestible. People who say, “I cannot eat nuts because
I suffer from indigestion,” are surprised to hear of Pecans being
prescribed by physicians—until they try the paper shell pecan them-
selves and find that it agrees even with the invalid. Unlike other
nuts which contain less fat—it can be eaten in quantity without salt,
without any ill effect. This is probably due to the fact that the
improved pecan contains an oil which seems to possess many of the
lubricating and healing qualities which are found in olive oil.

The digestibility of Pecan fat is an established fact—pecans
are used largely at such scientifically conducted sanitaria as those at
Battle Creek as a substitute for meat and corrective diet in trouble-
some cases of intestinal derangement.

Consider the many fortunes made in olive oil—then remember
that even if scientific research should show that pecan oil is not
so beneficial as olive oil, the pecan has many manifest advantages
in its more appetizing form, assurance of cleanliness and purity, etc.,
which make its future promising.

No authority has ever questioned the nutritive value of the
pecan. Even the wild pecan, which is far inferior in nutritive quali-
ties to the paper shell pecan, has met with the highest recommenda-
tions from eminent authorities. But the fact that this nutriment
was locked up within a hard shell, separated by a partition so strong
and bitter that it was seldom possible to get out a satisfactory kernel,
kept the wild pecan from enjoying the wide popularity it desired.
The introduction of the improved seedling and paper shell varieties
not only led to an interest in these improved varieties, but caused
such an increased demand for all pecans that prices rose on even the
poorest wild pecans. But the public found that the cheapest
pecans are the dearest in the end—and the demand for pecans
has increased most rapidly on those grades from which the
largest kernels, containing the utmost in nutritive value, could
be removed whole.

From one of the largest nut-tree nurserymen in the world: “The demand
for Pecans of all descriptions is increasing faster than the supply. * * * The
large Pecans that we raise bring from 50 cents per pound up to $1.25. We do not
think that the price will ever drop a great deal, though a great income can be
had even at 25 cents per pound or even lower if trees are ten or more years of
age. If ene had $1,000 to invest they would be satisfied with 7%, which is $70,
yet five or six trees will bring in this income. There are no diseases or insects
that are bad on the Pecan, nothing like as bad as with the Apple, Peach, etc.,
nothing that is anywhere near ruinous. Pecan trees are naturally a wild tree
and therefore very hardy.”

Greater
digestibility

Convenient,
condensed
nutriment

More value
for every
dollar spent

A Test
which shows
why

28 The Story of the Paper Shell Pecan.

A Test Which Proves the Best Pecans
Cheapest in the End

The willingness of the general public to pay the maximum price
tor Hess Paper Shell Pecans can be attributed only to the fact that
this improved variety of Paper Shell Pecans gives more in return for
every dollar invested. You can prove this to your own satisfaction
by comparison with any other pecans at any price.

There are five representative classes of pecans which should be
considered in any test; below is a report on a test made of equal
weights of all five grades. We have stated opposite each the retail
average selling price generally secured for that grade pecan, although
on Hess varieties we have secured higher prices by our improved
merchandising.

First. Common wild pecans sell at about 25c. per pound.

Second. Common seedlings sell at about 30c. per pound.

Third. Hess Selected Seedlings, at an average price 40c.

Fourth. Common Paper Shell Pecans retail at an average of
about 75c. per pound.

Fifth. Hess Paper Shell selling at $1.00 per pound and up.

The results of a careful comparison of these five grades, using
an equal weight of each, disclosed the following facts :

A—Before Cracking.—Though size of the nut whole counts
for but little in judging pecans, as compared to the quantity and
quality of the meat within the shell; those making the test were in-
terested to note that average Hess Paper Shell Pecans were ex-
ceeded in size only by a few of the largest pecans in class four—
other varieties of paper shell pecans later found to have large shells
only partially filled with meat, or with many kernels shrivelled.

It was noted that the brightest looking nuts proved in the end
to be the poorest quality—for the cheapest wild pecans are dipped in
varnish to make them look attractive.

B—Opening Process.—The Hess Paper Shell was found to
open more readily in the hand without nut crackers, than did the
other classes of nuts when nut crackers were used. When the frag-
ments of shell were compared it was easy to see why—superior thin-
ness of shell distinguishes Hess Paper Shell Pecans.

The meat in the Hess Paper Shell Pecans filled the shells com-
pletely, while large air spaces were noted in many other varities.

““Why are They So Different ?”” Sun Ripened

“You cannot say too much for the Hess Pecans. I am delighted with them.
They are by far the most delicious nuts I have ever eaten. I am quite interested
to know how you grow them and why they are so different from other Pecans.
I have eaten Pecans from near Evansville and Mount Vernon, but the ones
you sent are far superior in flavor and thinness of shell.”

G. H. H., Ravenna, Ohio.

Keystone Pecan Company, Manheim, Pa. 28)

C—Separating Meat From Shell.—When the various lots of
nuts were carefully opened, in separate piles, a careful comparison
was made of the meat and shells in each pile.

The number of whole kernels was counted—no other pecan
had four-fifths as many whole kernels as were found among the
Hess Paper Shell Pecans. The common wild pecan and the common
seedling had such hard shells that the meat was practically all broken
to small fragments in opening the shells. No detailed comparison
was necessary between these crumbs of nut meat, mixed with shell
and pith, and the whole kernels or half kernels of the Hess Paper
Shell Pecans.

D—The Pith Test.—In the Hess Paper Shell and the fourth
variety—which costs nearly as much per pound—there was prac-
tically no pith—the partition taking the form of a thin membrane
which was easily removed instead of the thick, bitter wall of
the two cheaper pecans.

E—tThe Final Test.—When the nut meat, which was in ap-
petizing or edible form, was separated from the shells and partitions
in each case, it was found that for table use the Hess Paper Shell
gave the greatest weight of nutmeat for every dollar invested
in the nuts, carriage and opening costs included. The common
paper shell variety which cost nearly as much as the Hess Paper
Shell was a poor second, followed closely by the Hess Improved
Seedlings, while the two cheap grades were in the end the most
costly investment—hecause they yielded so small a quantity of satis-
factory nut meat for each dollar invested.

This is also confirmed by many other tests, which show that
even including small particles of nut meat, which are far trom
appetizing in form, the wild pecan and the common seedling yield
less than four pounds to each ten pounds of nuts; the Hess Seedling
Pecan and the common paper shell about five pounds to each ten
pounds, and the Hess Paper Shell Pecan about six and three-quarters
pounds of meat to each ten pounds of nuts.

With such superiority proven for Hess Paper Shell Pecans, it is
no longer a question whether the public will pay the higher price.
The question becomes rather, “Can the public afford to pay less for
any other nut, and get less value for every cent paid?”

“‘ The Finest Flavored Pecans Ever Tasted ”’

“The box of Hess Pecans came all right and we find them all that your
advertisement represents them to be. They are good size and nearly meat—
almost no shell. Very nutritious and of a flavor far exceeding the ordinary
Pecan. Our friends, without exception, pronounce them the finest flavored Pecans
they ever tasted.’ E. B. P., Melrose, Mass.

The most
meat per
dollar from
the highest
priced nuts

The best
investment
for the
housewife—
and for you

30 The Story of the Paper Shell Pecan.

That the public measures Pecan values rightly is proven by the
remarkable success of our sales on Hess Paper Shell Pecans in the
past. Our only problem now is to meet the demand for the highest
grade paper shell pecans which is by far the best investment for the
purchaser,

It is simply marvelous how hungry the world is for these fine
tasting Pecans, and it will be hungry for many years to come be-
cause the increase in supply does not keep pace with the rapidly in-
creasing demands for high quality Pecans. The present problem,
therefore, is to produce more fine Pecans by planting more Pecan
tree

yn

The center circular cut shows ten pecan nuts in one cluster, of which seven can be seen in
cut. Photographed in 1913 by Mr. B. L. Johnson, Allentown.

At the left, Mr. Geo.
Holloway, a unit holder,
standing at a tree on our plan-
tation which bore pecans the
fourth year. Photographed
Aug. 17, 1916. Budded 1912.

At the right, Mrs. Thos.
F. Miller and Mr. L. B. Cod-
dington standing by one of
the trees in Mrs. Miller’s unit
planted 1914. Photographed
October 1917.

Pecan Tree Nature’s Most Powerful Food Producer

The Country Gentleman, in an article on Pecans, published the following:
“The nut is nutritious, very nutritious, and we already have numerous instances
of one good big tree making more human food than the best acre of blue grass int
all Kentucky. Plainly, the tree-nut method beats the grass-meat method of feed-

ing man. Tree crops are to be the agriculture of the future.”

Keystone Pecan Company, Manheim, Pa. 31

The Big Problem—Establishing More Orchard Units

Like all tree crops of value, pecans do not bear the first couple
of years after planting. It is during this period before bearing
begins that care and attention are necessary—once well established,
the Pecan is hardy as an oak.

We have in our nurseries many budded trees of the proven
valuable Hess varieties on two or three years’ root, waiting to be
set out in orchard units—average size being three to five feet high.

We own 2,873 acres of fertile land in Calhoun County, Georgia
—which has been examined by experts of highest standing and ap-
proved by such men as the government expert as of the rare char-
acter of soil necessary to produce finest paper shell pecans.

Corroborating these opinions is the fact that we have right on
this property many pecan trees, bearing nuts in large quantities, de-
spite the fact that they were planted thirty trees to the acre some
twenty years ago. Now only twenty Hess Paper Shell Pecan Trees
are being planted to the acre, because of their vigorous growth.
These trees will undoubtedly increase in size and in annual yield
every year till they are forty years old—and bear their maximum
crop for a century or more.

The Keystone Pecan Company was organized and incorporated
for the purpose of planting its property with Paper Shell Pecans on
a co-operative and profit-sharing basis. That is, of the 2,873 acres,
1,800 acres will be sold to investors, the investor buying as few or
as many acres as he desires. The company plants the property to
Paper Shell Pecans of standard varieties, twenty trees to each acre
unit. It cultivates and cares for the trees and the land for a period
of five years, and the total charge for land, clearing, furnishing
trees, planting, cultivating, care, etc., is $300.00 per acre, payable in
easy payments. After the five year period the company shares with
the unit holder in the profits from the nuts as explained on page 33.
Our unit plan is considered by conservative investors as the safest,
most equitable and most profitable plan to plant our large Pecan
plantation in the shortest possible time.

“The pecan industry is a husky infant with almost boundless possibilities.
We are building an industry which for generations should yield its bountiful
crop of delicious food and bring millions of dollars to our citizens.”

Congressional Record of United States, page 1478, Vol. 54.

More
orchards
a vital
necessity

Co-operative
and profit-
sharing
system

A Corner of the Nursery

in which our young trees are grown. In the distance, our seedling
orchard which is bearing profitable crops. (Above
photo taken May 1912.)

Two years later in the same Nursery Corner

One of our orchard-unit holders, inspecting the nurseries in 1914. Note

the size to which the two-year-old trees have grown.

Dr. and Mrs. Balliet, of Lehighton, Pa., inspecting some of their
thirty units on our plantation, May 18, 1916.

Keystone Pecan Company, Manheim, Pa. 33

We Sell You the Land and Farm it For You

Under this attractive plan the company agrees to sell to in-
vestors land up to 1,800 acres out of this plantation. The interest
of the company and its obligation to the investor does not
cease with the sale of the land, for the company binds itself to
plant, and is planting, not less than the full 1,800 acres of land with
Paper Shell Pecans of the finest standard varieties—the Hess Paper
Shell Pecans—twenty trees to the acre.

The company further obligates itself to do all the cultivating
necessary—caring for the young trees and the land for a period of
five years, replacing at its own expense all damaged trees, and
guaranteeing that at the end of the five years all trees will be in
a healthy, thrifty condition. All this is done without expense to
the buyer. The profits from any nuts grown during this period
will be paid to the Unit Orchard owner after deducting 12% per
cent. commission for gathering and marketing.

After the expiration of the five-year period, the company is
to continue to operate the property on the most profitable basis,
fertilizing and farming the land, cultivating and pruning the trees,
as well as gathering and marketing the pecans, and will receive for
this service 124 per cent. of the profits; 87% per cent. being paid
to the Unit Orchard owners. Under the agreement and plans as
outlined there should be enormous profits.

As the expense of developing will be distributed over a period
of five years, the Company has arranged to sell the Orchard Units
on small monthly payments, thus placing a golden opportunity
within the reach of the investor of moderate means and giving him
a chance to make his savings and surplus work for him as effectively
as though he had a large amount of capital.

You become absolute owner of the acre of land in your orchard
unit. The land is cleared from trees and stumps, the Pecan trees
are planted, cultivated and cared for as a whole on a large scale.
This is co-operation under a system that relieves you of every worry
and which makes for economy and large profits.

One of the Best Possible Investments
“We also wish to express our confidence in the Pecan industry. We believe
it to be one of the best possible investments. This locality (The Albany District)
is especially favorable as to soil and climate conditions necessary to the best

results.” S. B. Brown, President Exchange Bank, Albany, Georgia.

All trees that
die replaced
without
charge

Crops
marketed
Jor you

Sold on easy
monthly
payments

You own
the land

Expert
supervision,
at lower cost
than hired
help, by our
plan

Co-operative
marketing
assures
higher
profits

Live at home,
raise Pecans
in Georgia

4 The Story of the Paper Shell Pecan.

The Practical Answer — the Unit Plan.

There are many people who know of the great successes made
in Pecan growing in this district, who would be glad to buy five, ten
or twenty acres of our Pecan Plantation. The land in itself would
undoubtedly be a good investment, because cases are on record show-
ing increase of double and treble value on land which did not have
a bearing orchard. But this would not be of any great advantage
in solving the problem of supplying more of the finest pecans unless
the purchaser had the knowledge, skill and time to bring his trees
to the bearing point.

Even assuming that he could bring the trees to the bearing
point, his ability to market his product advantageously could not
possibly equal that of a co-operative group of orchardists, who have
the most skilled supervision service and the advantages regarding
marketing which come from collective effort.

With several carloads to ship instead of a few barrels, the
large orchardist is in a position to command the very lowest rate
and to reach the market in just the right season.

Ask any member of the Citrus Fruit Exchange whether he has
made more money since he joined those organizations than he did
before, and he will tell you an interesting story which cannot fail
to convince you of the advantage of collective marketing. Yet
oranges and grape fruit, the products of the members of those ex-
changes, are perishable in such a short time that the benefits derived
are small compared with those gained by co-operative marketing of
the Hess Paper Shell Pecans.

There are other advantages of collective effort which exceed
even the advantages in marketing. Among them is the advantage
of skilled supervision at minimum cost. The professional or busi-
ness man can live in the North, enjoying the income which his
specialized efforts assure, yet be growing his pecan orchard in the
South under the supervision of expert pecan horticulturists, whom
he could not possibly afford to retain for a plantation of less than
a thousand acres and with labor costs minimized as a result of such
skillful management.

He need not lose one hour from his regular business to super-
vise the gathering and marketing of his crop of pecans. While he
makes money at his own business, his orchard unit also makes
money for him without sacrificing his time. Yet he is assured
every advantage of co-operative marketing; he knows that Hess
Pecans are known from the Atlantic to the Pacific, and that the
demand constantly exceeds the supply.

Keystone Pecan Company, Manheim,-Pa. 35

Our Plantation is Divided into One-Acre Units

Each acre is plotted off on the plan of our property and indi-
cated with an Orchard Unit number.

In each of these units twenty trees are planted.

The purchaser of an Orchard Unit secures absolute owner-
ship of his land, but the entire plantation is operated as a whole.
This plan enables us to clear the land, plant, cultivate and care for
the young trees at a fraction of the cost which would be necessary
if the units were operated separately.

Judge the economies effected by our plan of co-operative man-
agement by the fact that our charge for clearing the acre unit,
planting the twenty budded pecan trees, replacing any tliat fail to
thrive not for one year only, but for five years, and cultivating and
caring for your trees for five years is only $300, while the aver-
age selling price of a good acre unit, with pecan trees four or
five years old, is $600.

Why can we develop and sell you a unit worth $600 for $300?

The cost of land, cost of clearing, cost of setting trees and
developing a small orchard is of such magnitude as to be almost
prohibitive to any person with a small income. Under the Orchard
Unit Plan this cost is reduced owing to the scope of the undertak-
ing. Machinery and stock that would cost an average of $300 an
acre for a ten-acre orchard costs only $20 an acre for a 1,000 acre
tract, the cost of an orchardist and the operating expense being in
the same proportion. A small orchard managed on a small scale
cannot produce pecans within fifty per cent. as cheaply as if that
small orchard is a Unit under large plantation management.

The company gains also by the natural increase in value of the
1,073 acres of fertile pecan growing land which it is planting for
itself—and which it holds as pecan orchards under the same condi-
tions which apply on any unit in the eighteen hundred being sold.
All are on an equal basis—co-operative effort in growing and
marketing is assured by our enormous interest in the investment
made by us in our own units.

"One of the Safest Industries’”—“The Profit is O. K.”

“The Pecan industry is in its infancy, but is being developed very rapidly
in this immediate section. It is considered one of the safest industries in South
Georgia, and the profit is O. K. once you get the trees in good bearing condition.”
L. J. Cooper, President First National Bank, Waycross, Georgia.

A $600
orchard unit
for $300

Possible
only under
our plan

36 The Story of the Paper Shell Pecan.

One of Our Units, Ready
to be Cleared

In this picture Mr. Geo. Walker
is shown at the left; in the
center is the Sales Manager of
the Pecan Company, Thos. F.
Miller, and to the right, M. G.
Esbenshade, Ist Vice-President.

Center left, Dr. M. W. Brunner, Lebanon, Pa., a unit owner,
looking at a young pecan tree on his own unit of the Keystone Pecan
Plantation.

At bottom left, F. H. Miller, a prominent manufacturer of Hagers-
town, Md., at a tree planted in the 1917 season. This photo taken
March 8, 1917. To note development see leaf growth on the tree
on June 21, 1917, as shown at right. The men in these two pic-
tures are of equal height.

Keystone Pecan Company, Manhein,-Pa. sift

$10 Down Per Unit, $5 Per Month

Each Orchard Unit will cost $300 under the following condi-
tions: $ro down when application is made for the Orchard Unit,
and $5 per month per Unit until it is paid in full. No interest is
charged on deferred payments. Should one prefer to pay cash for
one’s Orchard Unit, a discount of ten per cent. will be allowed on

the amount of cash paid, and the deed will be delivered at once.

Upon receipt of an application, together with the first payment,
an Orchard contract will be prepared and executed and forwarded.
Upon the completion of the payments, the deed will be delivered.

As the selling price to-day of a perfect four- or five-year-old
orchard is $600 per acre, based on actual sales, one can readily see
that since our compensation is only 12% per cent. of the profits,
we must have unbounded faith in the Unit System and its applica-
tion to orchards as well as being absolutely sure that Pecan Orchards
in this locality will be highly profitable. We have the required
faith and we know the profits are sure or we would not make this
offer.

Photographs of the property showing the progress of the
trees on the plantation will be forwarded to each unit holder
each year during the development period, later the Company
will issue an annual crop report.

Remember that the three hundred dollars cover every expense
of developing your unit to bearing age.

The contract of sale plainly states that the purchaser may after
the first five years locate his home on his units and look after his
own trees, managing his property entirely independent of the com-
pany. But we believe that our management and our methods of
marketing will prove so economical, efficient and satisfactory that
the unit owners will always want the company to manage their
units and harvest and market their pecans for them.

If any unit holder, who is paying for his unit on the $5 per
month basis, and shall have made promptly, upon the date called
for by contract, eight or more monthly payments in addition to the
initial payment of $10 should die before his payments of $300 per
unit are completed, the company will upon proof of death (suicide
excepted) furnish to his estate a deed to his unit or units and all
further payments on the same shall cease. This protects the family
or estate of the unit holder who meets his monthly payments
promptly against all possibility of loss due to his death.

A discount of

10% for full

cash payment

Units full paid
in case of
death

38 The Story of the Paper Shell Pecan.

Each Unit Increases in Value $100 Per Year

Remember that according to the most authentic information
your orchard unit increases in value each year at the rate of $100
per annum; while you make your payments at the rate of only $65
the first year and only $60 each year thereafter.

From the minute the purchaser puts down the first $r1o the
contract of sale protects him—his is the opportunity to gain from
the increase under the value of these units and to reap the profits
from the constantly increasing crops of pecans, as soon as the trees
begin to bear.

Pecan Orchards Sell At $1000 Per Acre

As closely as can be figured out a pecan orchard unit which
is well established should sell at $1,000 or thereabouts. This figure
is based upon actual sales of or offers for pecan orchards, most of
which were planted with seedlings or varieties which are not so
profitable as the finest grade paper shell pecans.

From Waycross, Ga., we hear from A. C. Snedecker:

“T do not know of any bearing or near-bearing groves for sale
here or elsewhere. A four-acre grove thirteen years old, and not
especially desirable, was sold at auction a few weeks ago to settle an
estate, for $4,050.00.”

The Atlanta Constitution (one of the foremost newspapers
in America) on January 27, 1910, published an offer of $80,000
for a pecan grove of eighty acres, which the owner, Mrs. Ramsey,
declined, as she would not know how to so profitably and safely
invest such a large amount elsewhere.

The Americus Times Recorder reports that Mrs. C. W.
Gunnels, of Terrell, Ga., only a few miles from the Keystone Pecan
Company's property, refused a cash offer of $20,000 for her grove
of eleven or twelve acres, or very nearly $2,000 per acre. Most
of these trees were seedlings, with but a few budded trees—yet Mrs.
Gunnels says she has an assured income from her pecan trees and
knows that the trees will produce even larger crops as they grow
older.

An Attorney, of Albany, Ga., was authorized to pay $5,000
for five acres of Mobile top-worked trees. This offer—S1,o00 an
was refused.

acre

An Increase in Value of $100 Per Year Per Acre.

Mr. E. B. Adams, Secretary of the Albany, Ga., Chamber of Commerce,

writes: “Each season the Pecan groves enhance in value, it being agreed by emi-
nent Pecan authorities that properly cared for Pecan groves increase $100 an
acre in value each year.”

This is an investment where your principal increases and your income gets
larger as the years roll by.

Keystone Pecan Company, Manheim, Pa. 39

There is good reason why $1,000 an acre is considered so low a
selling price by the average owner of a bearing orchard that it 1s
only in rare instances that sales are consummated.

A thousand dollars at interest yields at most $60 or $70 per year, while on con.
servative figures an orchard unit, which costs you only $300 under our co-operative
plan, should yield the seventh year, $64; the eighth year, $88; the ninth year, $168;
che tenth year, $346.60; the fifteenth year, $1,000, and the twentieth year, $1,800.

The table below shows a conservative estimate of the probable
yield of an acre orchard unit. We have made an exhaustive re-
search and have based all our statements upon the most accurate
and reliable information that we could possibly secure.

Average Yield of Orchard Units

Per tree based on Average Yield
average records of per tree Average Income Income
varieties developed Nuts at 40c. a lb. per tree per Unit
4th year a few nuts
Sth year 2 to 3 lbs. 2% lbs. 1.00 20.00
6th year 4 to 5 Ibs. 4% lbs. 1.80 36.00
7th year 7 to 9 lbs. 8 lbs. 3.20 64.00
8th year 10 to 12 lbs. 11 lbs. 4.40 88.00
9th year 18 to 25 lbs. 21 Ibs. 8.40 168.00
10th year 37 to 50 lbs. 43 4ilbs. 17.33 346.60
15th year 100 to 150 lbs. 125 lbs. 50.00 1000.00
20th year 150 to 300 lbs. 225 lbs. 90.00 1800.00

Possibly the figures in the table astound you. You think there
is some mistake in them—because it is almost unbelievable that in
less than ten years the aggregate sales from the unit should bring an
income as great as your original investment, so that in effect you
own your unit and get the subsequent returns without any of your
money being invested.

At the end of ten years your $300 investment has yielded you,
on the basis of the above conservative table, $722.60. This means
an average of over $72 per year for every year since your first pay-
ment of $10 was made—or over $144 per annum for every one of
the five bearing years. This last figure is equivalent to the
interest on $2,400 at 6 per cent.

These figures are astounding. Yet good authorities prove our
table most moderate in its figures of yield. Note these records:

K. Powell reports 465 pounds of Pecans from one tree in its twenty-second
year. O. Lindsay reports 638 pounds of Pecans from one tree in its twenty-first
year. J. B. McLean reports 900 pounds of Pecans from one tree, age approxi-
mately 4o years. J. B. Wight secured 7797 pounds of Pecans by 1912 from a
tree planted in 1892. The Country Gentleman reports the sales of one season’s
crop from this tree as yielding $150.

H. A. Halbert, Coleman, Texas, says: “I consider the Paper Shell Pecan
industry the safest, most profitable and lasting of all the industries that spring
out of mother earth. I never had a Paper Shell Pecan tree yield me more than
$253.25 in one year, and never less than $10 per tree after the native trees have
been budded five years to Paper Shell Pecans.”

$722.60
income at the
end of ten
years

Good author-
ities prove
our estimate
moderate

Yields re-
ported twice
to eight times
as great as
our table

Our table

based on 40c.

per pound
market
average SOc.

40 The Story of the Paper Shell Pecan.

Results Should Far Exceed Our Figures

Further evidence that our figures of yield are most moderate
is given by the following reports from the Albany Herald, the
largest newspaper of the pecan growing district:

One orchard in the district shows a sale of over 1,000 pounds of pecans at
50c. to $1.00 a pound, from 7 acres of trees 7 years after planting.

H. W. Jackson reports a yield of 50 lbs. per tree when 7 years old, of 35 to
100 Ibs. when 8 years old.

J. R. Pinson reports a yield of 685 pounds from 246 trees in the fifth year.

R. P. Jackson states that his 249 pecan trees yielded 1056 pounds the fifth
year—an average of 4!4 pounds per tree, while our table shows 2%.

Theo. Bechtel reports a yield of 30 lbs. of pecans the 7th year, and of 100
pounds in the tenth year, which latter crop sold for $60, His yield for the tenth
year is more than double the figures in our table.

W. T. Jackson reports that one tree gave 11 pounds the 4th year, and 41 lbs.
the fifth year; while his average per tree for his trees is 6 pounds the 4th year, 13
pounds per tree the 5th year; 28 pounds the 6th and 53 pounds the 7th.

Surely such statements, showing yields twice to eight times as
ereat as our tables, prove our table of yields extremely conservative.

This is also true of the selling price. We have indicated a sell-
ing price of 4oc. a pound, while past experience indicates that 50c.
has been the average for various mixed grades and less desirable
varieties not commanding so large a retail price as the Hess varieties.

We are intentionally conservative. We want the investor in
one, five or more of our orchard units to be agreeably surprised that
the yield is greater and the price per pound higher than our table
shows. Our interests and those of our investors are identical—
selling a unit at our low sale price benefits us little unless the return
which is secured from the gathering and sale of nuts is satisfactory.

Why do We Sell Orchard Units ?

We can answer that in a few words.

To raise money for development purposes.

To make it possible for us to meet the demand which already
exists for the finest paper shell pecans. We want to plant our
2,873 acre plantation to paper shell pecans as quickly as possible in
order that we may share in the profits from selling car loads of
pecans instead of tons. Every recent year we had to return the
money received with orders for pecans because our supply was
exhausted early. Some of our customers have already asked us to
reserve paper shell pecans out of the coming crop to be delivered
next holiday season. We have no doubt that even when our entire
acreage is in bearing that we will be as short of supplying the rapidly
increasing demand as we are now.

Keystone Pecan Company, Manheim, -Pa., 41

In one part of
the bearing pe-
can orchard on
the Keystone
Plantation. At
right, horticul-
turist; center,
plantation
manager; at
left, Herbert
Marsh, Cal-
gary. (See his
letter page 44.)
Even with the
foliage off, it is
impossible to
see to the ends
of the long
rows of bearing
trees.

Our Investors are found All Over the World

Far-sighted people, who, after thorough investigation, have
invested in Pecan Orchard Units under our co-operative plan, are
tound not only in every section of the United States, but in Canada
and in many foreign countries.

You will find them from Sandford, Maine, on the East to Oakland and
Lompoe, California, on the West; from Miami, Florida, and El Paso, Texas, on
the South, to Montreal and Calgary, Canada, on the North. In New York,
Boston, Philadelphia, Baltimore, Washington, Pittsburgh, Toledo, Detroit, Chi-
cago, St. Louis, New Orleans and other large cities you will find those who are
providing for the future by putting their money in Keystone Pecan Orchard Units.

The strongest believers in our co-operative orchard proposition
are keen business people, with ability to get at the facts, who have
visited the plantation themselves, and have seen for themselves our
bearing pecan orchards, our nursery, our planted units, their in-
tensive care and cultivation. On their return many have bought
additional units—or recommended the investment to their friends.
The progress made is so evident that it becomes our best argument.

Prospective investors and owners of orchard units are welcome
any time at the plantation in order that they may see for themselves
just what progress has been made and is being made. It is necessary
that we shall have undisputed control of the orchard during the first
five years—the only period when close cultivation is required—in
order that we may make good on our guarantee and turn over to you
a successful orchard at the end of that period. But we shall be glad
to have you establish a bungalow or cottage on the ground at any
time afterward.

Investiga-
tions on the
grounds
prove our
statements
conservative

We are glad
to have you
visit the
plantation

Where
winter does
not consume
what the
summer
produces

Fishing and
hunting
aplenty

42 The Story of the Paper Shell Pecan.

An Ideal Southern Home

Practically every thought-
ful man looks forward to the
time when he may have a
home where the winter rigors
of the Northern climate shall
not sap his vitality. No one
need apologize for this long-
ing—or consider it a sign of
lack of vigor or backbone.

For the tendency toward
establishing homes in_ the
South is not based alone on
this desire for an agreeable,
equable climate. It is founded
on sound economic principles.

In the North, the winter
consumes the food which the

summer produces. In the
fertile sections of Southern

The plantation house of the Keystone Pecan
Co. From left to right: Elam G. Hess, presi-
dent of the Co.; M. G. Esbenshade, First Vice properly planned makes the
President; Thos. F. Miller, Sales Manager. whole year productive. You

Georgia a succession of crops

can accomplish more in one year than in several years in the North.
Vegetation is so rapid that in two years a home is surrounded by a
growth of trees, flowers, shrubbery and growing crops which it
would require five years to develop in a cooler, Northern clime.

While the people of many Northern cities are chilled to the
marrow in Winter, and swelter under the heat and humidity of
Summer, the Government statistics show a surprisingly slight varia-
tion between Winter and Summer in Southern Georgia. Here there
is no enervating humidity compared to that found in the Northern
and Central Atlantic States.

Here is the ideal home—‘“where the sun shines bright, and the
meadow’s in bloom’’—where good fishing and hunting abound—
where the call of the “Bob White” is heard from September to
Marech—where the outdoor life is the natural, healthful life the
year round,

Not A Crop Missed for Fifteen to Twenty Years.

U.S. Bulletin, page 319, in speaking of the Mantura Pecan, says:
“Up to 1907 it has not missed a crop for 15 to 20 years, the crop for the
previous ten years having averaged too pounds, and for several years 150 to 275

pounds.”

Keystone Pecan Company, Manheim, Pa. 43

Here with the fine southern town of Albany only a short dis-
tance away, with fine roads extending roundabout in all directions,
you may live on a typical plantation.

While Nature, soil and sun combine to produce profitable
crops on che Pecan trees which have been turned over to you a
bearing orchard, you may fish, boat or swim on the beautiful Lake
Marcelia—a twenty-five acre lake right on our plantation. The
water for this lake originates in Crystal Springs, the banks of the
lake are devoid of swamps and are surrounded by beautiful groves
of live oak, covered with the beautiful Spanish Moss—an air plant
which, like other parasitic growths, cannot grow on the pecan tree.

We expect eventually to erect a club house or hotel on the
banks of this lake where unit owners may be accommodated should
they wish to spend their vacation here enjoying the delightful
climate of Southern Georgia during the cold winter season of the
north, enjoying hunting and fishing.

>

When you live amid such surroundings

you really live.

The country all about is so attractive that many a man in the
North would be glad to pay $300 for an acre on which to build a
southern home. If he planted on that acre only enough pecan trees
to yield an average income of $18 per year, he would have six per
cent. interest from his money. One tree should yield more than
$19 per year, on an average, from the fifth to the twentieth
year. Why be satisfied with a single tree when there is room for
twenty trees and a small bungalow on your acre?

One of our unit holders, Mr. N. H. Warschburger, Canton, Ohio, (in the foreground) admired

so greatly the beauties of Lake Marcelia that he suggested that it he reserved for a villa site.

Fine town
nearby

A southern
home-site

44

This wagon con-
tains about five
hundred dollars
worth of dormant
pecan trees. Trans-
planting is now in
full swing; thous-
ands of holes are
dug, ready for
these budded and
grafted trees of the
finest varieties of

pecans.

The Story of the Paper Shell Pecan.

Letter from Herbert Marsh, Calgary, Canada, Feb. 9th, 1918, after a visit to our plantation in midwinter

When my pecan trees get this size they will shelter

me against want while I live in the balmy south. So
large is this old, bearing orchard of the Keystone Pecan
Co. that it took till lunch time to traverse it and take

our photographs.

My Dear Mr. Hess:

Now that I am back in Calgary, I feel
that the least I can do is to put briefly in
writing, my impressions of your Georgia Plan-
tation.

I must admit that before I went down
to see that plantation, | was mentally from
Missouri. Before I originally invested in a
Keystone Pecan Orchard I investigated the
matter from every angle I could think of. I[
doubt whether any man who invested with
you investigated more thoroughly than I did.

But my friends kept reminding me that
it is a long way from Calgary to Georgia.
“Have you seen it for yourself?” they asked.

Now I can say “Yes, I saw it all, and
it all looks so good that if I had ten times as
much money as | have, I would carry fifteen
or twenty times my present acreage.’

Of course, it was a welcome surprise to
find Albany such a fine, hustling town; with
a climate all through this locality so mild that
within four days after I left Calgary, where
the temperature was 25 degrees below zero, I
was going around without a coat or hat much
of the time on the plantation. Oh, for a home
in the Sunny South, on the shores of the beau-
tiful Lake Marcelia!

But to have such a home requires money.
And after what I saw I know that my grow-
ing pecan trees will earn me the money. I
KNOW this now. Because I have seen so
many big, bearing pecan trees right on your
plantation, have examined the soil here and in
various units on all parts of the plantation.

Never before have I seen such soil. A
man could scrape a hole deep as his knee by

Keystone Pecan Company, Manheim, Pa. 45

the use of his shoe alone, and all through find it a black, rich
loam of the kind that holds moisture.

Yet the thousands of holes dug ready for the planting of
small trees showed, in every case I examined, the same clay
bottom and rich subsoil to which the deep descending pecan
roots are so adaptable.

I was astounded to see how deeply the pecan roots, but
that tap root which it sends down so far underground is good
assurance against drought and storms alike.

After looking over the bearing orchards throughout this
district ; after noting your ideal location, your more even char-
acter of soil; your wonderful precision in planting which
makes cultivation so easy, I am convinced that I am most
fortunate to have become an investor in a Keystone Pecan
Orchard.

I have made notations on the pictures taken January 25,
and I trust you will feel free to use

1918—during my visit
these or my letter in your correspondence,
Very truly yours, Herbert Mars.

Below, the sales manager, plan-
tation manager and horticulturist
of the Keystone Pecan Co. in
the young orchards.

Above, Mr. Marsh and
Mr. Hess alongside a four
year tree, which is about
twelve feet high and finely
formed.

Why your
investment
is secure

46 The Story of the Paper Shell Pecan.

Investigate the Company — and its Officers

Because the most conservative statement of yield from our
pecan units sounds too good to be true, we have found that it was
necessary to urge prospective purchasers to investigate every phase
of the company.

For this reason, the men who have invested most largely are
always the men most capable of getting at the real facts—and act-
ing on their own knowledge, lawyers, bank officials, doctors, den-
tists, ministers, school-teachers, business-managers, merchants,
bookkeepers and others of the most intelligent classes are becoming
owners of one, five, ten and fifty unit orchards because their in-
vestigation has shown:

First. That the Company is financially. strong—a $150,000
corporation, which received its charter in 1911 from the Superior
Court of Georgia. Subsequent to the incorporation, the Company
purchased what its officers believed to be the finest plantation in Cal-
houn County for its growth and development of Paper Shell
Pecans. The plantation consists of 2,873 acres of land, which is
being gradually developed and planted in Pecan Orchards. From
the date of the purchase the Company has expended large sums of
money annually upon the development of the property and each
passing year sees a greater expenditure upon property development
and permanent property improvement. Latest approved methods
are sought and applied; and notwithstanding all this, the entire
plantation is subject to a lien of only twenty-three thousand dollars,
or almost exactly eight dollars per acre. For the purpose of safe-
guarding the unit owners a special trustee was appointed whose duty
it is to see that the company’s receipts from orchard sales are ap-
propriated to the development of the orchards sold, the planting of
new orchards and the reduction of the lien until the same shall have
been extinguished entirely. This result will be achieved before the
Company shall have conveyed one-half of its orchards,—a unique
record among modern business concerns. The Trustee plan was
specially devised for the protection of Unit buyers, and we know of
no Company that has devised a safer plan. It is the production of
the most careful consideration given in the interest of the Unit
buyer. \When you are safe, we are safe also.

Second. That the orchards are under capable supervision.
The active officers of the Company were close students of pecan
growing for years previous to IQITT.

such as hoof and mouth disease. The pecan is of the hickory family. It defies
drought and frost. Yet Pecan meat is growing in popularity, while the produc-
tion of animal flesh fails to keep pace with the population.”

Keystone Pecan Company, Manheim, Pa. 47

Realizing the fact that the making of profits depends in part
on the skill of the orchardist, the Company employed as Superintend-
ent of Orchards an educated, practical horticulturist, having a large
pecan grove of his own, where he earned a reputation as an orchard-
ist that secured him: highest recommendation of well known authori-
ties. The fact that such a man accepted the position with the
Keystone Pecan Company is a tribute to the possibilities of this
plantation, for he is too ardent a lover of pecans and regards his
reputation too highly to engage in an orchard proposition where
there is the least element of chance.

For a plantation manager they chose a man who knows every
inch of the property, and who has demonstrated exceptional ability
in handling the problem in all its phases.

Third. That the Company has the character of soil, the
kind of budded trees, and the shipping facilities needed to fill
the demand for better grade pecans which come from all over
America and abroad. The immediate district in which our plan-
tation is located is the natural home of the pecan.

Fourth. That this Company had recently proved by actual
sales, made from advertising, that these finer grade pecans could
be sold to the retail trade at prices fifty per cent. higher than most
pecan growers secure for their finest product—because of superior
quality of the nuts and superior methods of merchandising.

Fifth. The Company has demonstrated also that its manage-
ment is capable and efficient. Every one is interested heartily in
the success of the orchards. All are men of unquestioned honor
and ability; as inquiry in their home cities will prove. They are,
as the following pages show, men old enough and experienced
enough to capably manage the business, yet young enough to retain
their business capacity and vigor for many years to come.

The freight
station on
our planta-
tion which
enables us to
ship prompt-
ly and econ-
omically over
the Georgia
Central Rail-
road.

48 The Story of the Paper Shell Pecan.

ELAM G. HESS

Elam G, Hess, President of the Keystone Pecan Co., is a resident of Man-
heim, Lancaster Co., Pa., and is well and favorably known, not only throughout
Lancaster County, but in many parts of America. Mr. Hess, who is forty-one
years of age, worked on his father’s farm in Lancaster County until he was
eighteen years of age. He taught public school for five years, prepared for col-
lege at Perkiomen Seminary, graduating in 1902, and in 1906 graduated from
Gettysburg College. He had acted as a traveling salesman during his summer
vacations for Underwood & Underwood, New York, and had built such a reputa-
tion for fair dealing among the best class of trade that he was appointed field
manager, along with Mr. Thomas F. Miller. After serving in this capacity for
two years, he was sent to England to represent the same company.

In his travels he was impressed with the opportunities which existed for
finer grade pecan nuts, and began to make an exhaustive study of their produc-
tion and their selling possibilities—one result of which has been the formation
of the Keystone Pecan Company.

Mz. Hess devotes his entire time to the success of the Company, and is
an acknowledged authority on pecan nuts, their growth and their marketing.

Reference: Keystone National Bank, Manheim, Pa.

A. S. Perry, Secretary of the National Nut Growers Association,

writes under date of February 2, 1918, to Mr. Hess: “I have noted with a great deal of
pleasure your full page ad. in the January number of Physical Culture.

“Such publicity is certain to be of great benefit to the entire industry, and I cannot resist
the impulse to write you and thank you for it.

“While | have never seen your place, yet | am familiar with the soil and other conditions
in Calhoun County, and do not know of a better pecan country.

“A. S. Perry, Sec’y.”

Keystone Pecan Company, Manheim, Pa.

49

M. G. ESBENSHADE

Enos H. Hess

Second Vice-President of the Keystone Pecan Co.

lives on the farm on which he was reared—
R. F. D. No. 3, Lancaster, Pa. He is 48 years
of age. He is noted as a truck farmer, selling
his own products to Lancaster City consumers
at famous Lancaster Markets, which he attends
twice a week.

Formerly a director of the Ideal Cocoa
Company, Lititz, Pa.

Reference: Farmers’ Trust Co., Lancaster
Pa

M. G. Esbenshade

First Vice-President of the Keystone Pecan Co.

lives on the farm in Lancaster Co. on which
he spent his boyhood days. (R. F. D. No. 3.)
He is noted throughout the county and beyond
as a successful grower of tobacco and potatoes.
He is 43 years of age, a graduate of Lancaster
Business College, a director of the Farmers’
Association of Lancaster County, one of the
founders of the Agricultural Trust Co. of Lan-
caster, of which he is a director.

In his extensive travels throughout the
United States he has visited nearly every State.
Mr. Esbenshade has received valuable first
hand information on the growing and market-
ing of large food crops—especially nuts. In
1895 he traveled widely in Florida, paying
special attention to orange and citrus fruit
eroves and pineapple fields, and in 1897 he
worked with the large growers of wheat in
Dakota and California and in the apple or-
chards of Colorado. In 1905 he made another
trip south, studying the groves along the Gulf
Coast in which wild and seedling pecans were
raised, since which time he has made several
trips throughout the south with special refer-
ence to Paper Shell Pecans.

Reference: The
pany of Lancaster,

Agricultural Trust Com-

Pa.

ENOS H. HESS

50 The Story of the Paper Shell Pecan.

F. G. Young

Secretary and Treasurer of the Keystone Pecan Co.

is a dealer in real estate and real estate invest-
ment securities with offices in the Woolworth
Building, Lancaster, Pa. After thoroughly in-
vestigating the possibilities of nut culture, and
especially pecan nut culture in southwest
Georgia, and the constantly increasing demand
for nut meat, became connected with the Key-
stone Pecan Company.

A native of Indiana, where he engaged suc-
cessfully with the Blickensderfer Mfg. Co.
with offices in Indianapolis, and subsequently
at Cleveland, Ohio.

He has resided in Lancaster for about twelve
years, and is known as, a highly successful
salesman.

Reference: Union Trust Co., Lancaster, Pa.

F. G. YOUNG

Joseph Seitz

Director of the Keystone Pecan Co.

is a native of Lancaster Co., residing at Mount-
ville, Pa., formerly a farmer, now a dealer in
leaf tobacco.

Reference: Northern National Bank, of Lan-
caster, Pa.

JOSEPH SEITZ

Keystone Pecan Company, Manheim, Pa.

on
paar

M. G. Hess

Director of the Keystone Pecan Co.

is 53 years of age. He resides at Manheim,
Pa., and was for about twenty years cashier
of the Keystone National Bank of Manheim.
He is now Treasurer and General Manager
of the Manheim Mfg. and Belting Co—a highly
successful business. :

Reference: Manheim National Bank.

M. G. HESS

Willis G. Kendig

Director of the Keystone Pecan Co.

is the well known corporation lawyer of Lancaster. He is widely known as a lawyer of keen

discrimination regarding commercial enterprises, and the fact that he and so many associates

from the richest agricultural county in the United States place their money in this Georgia

pecan orchard is evidence of its worth. Mr. Kendig is 43 years of ag

of Salunga, Pa., who also enjoyed a most excellent reputation in his f
Reference: Fulton National Bank

; the son of a doctor

eld.

€
1

Joseph A. Phillips

Director of the Keystone Pecan Co.

Mayor of Mercersburg, Franklin County, Pa.,
age 58. He has been a seed merchant for
twenty-seven years, doing a broad business, for
which the first twenty-three years of his life—
spent on the farm—has well fitted him,

Reference: First National Bank of Mercers-
burg.

JOSEPH A. PHILLIPS

on
bo

The Story of the Paper Shell Pecan.

B. L. Johnson

Director of the Keystone Pecan Co.

resides in Allentown, Pa., and is Sales Mana-
ger for that district—embracing important
counties in Pennsylvania and New Jersey—for
the Burroughs Adding Machine Company, a
$16,500,000 corporation, which is known all
over the world. Mr. Johnson is known
throughout the Allentown district as a self-
made man, who has at an early age held posi-
tions of trust and responsibility because of his
earnest and efficient work and his remarkable
business judgment.

Reference: Penn Counties Trust Co.

B. L. JOHNSON

Dr. J. S. Swartzwelder

Director of the Ke

is a prominent physician of Mercersburg, also
territory as a conservative man.

L. B. CODDINGTON

ystone Pecan Co.

a Bank Director, and is well known in nearby

L. B. Coddington

Director of the Keystone Pecan Co.

is a resident of Murray Hill, New Jersey,
where he has been successfully engaged in the
Wholesale Rose Growing Industry for twenty-
three years. The cut flowers from his green-
houses are sold wholesale in’ New York City
and Brooklyn and nearby towns He is a noted
floriculturist, and one of the largest rose grow-
ers in the United States.

Reference: Summit Trust Co., Summit N. J.

or
&

Keystone Pecan Company, Manheim, Pa.

Thos. F. Miller

Sales Manager of the Keystone Pecan Co.

is 44 years of age. A graduate of State Normal School
and also of Lebanon Valley College, and taught public
school three years: He has had long, successful ex-
perience in selling, and was sixteen years in the em-
ploy of Underwood & Underwood, and was associated
with Elam G. Hess, President of the Company, as
Field Manager, appointing and drilling hundreds of suc-
cessful salesmen for their Travel System. He resides in
Allentown, Pa.; member of the Chamber of Commerce,
of Allentown, and is favorably known as a man of
high ability and good reputation. Note his letter below.

Reference: Merchants National Bank.

THOS. F. MILLER

Thos. F. Miller

950 Jackson Street, Allentown, Pa.

Allentown, Pa., May 24, 1915.
Eram G, Hess, Pres. Keystone Pecan Co.,
Manheim, Pa.
Dear Mr. Hes
Your communication asking me to write a letter stating “How I became interested in Paper
Shell Pecan culture and in the Keystone Pecan Company” received

My interest in this new industry and my ambition to some day own a pecan orchard dates
back before the Keystone Pecan Co. was in existence. My study of this improved nut, its
food value, the whole world to supply, its advantages over other tree crops, in harvesting,
packing, shipping, not perishable, besides the long life of the trees and the small expense of
up-keep after the fifth year, and the wonderful yield satished me that it was the safest and
most profitable industry I know.

When you conceived and formed the Keystone Pecan Company with its co-operative plan
I saw my opportunity and invested and purchased Units. Having been in business with you for
so many years and knowing your capacity to plan big business and your ability to carry your
plans to perfection, also the other members of the company being known as clean, honest and
progressive business men, gave me explicit confidence.

When you wanted me to become sales manager I decided to visit the plantation. In Oc-
tober, 1913, in company with some of my friends, I made my first visit. We were delighted
beyond expression with everything. Competent management which seemed to be working out
a perfect system. The trees and tons of pecans and acres of vigorous thrifty young trees was
evidence enough to convince anyone that this is the soil and climate where pecans do their
best. My friends with me invested, and to my knowledge every one who has visited the plan-
tation since has invested as much as their circumstances would pernuit. Some have assumed
heavy obligation so that they and their family would be provided with a permanent and in-
creasing income through life and possibly a century or more thereafter. We feel that we must
work hard now to support our units for a short time, but later they will work for us and sup-
port us. The enthusiasm of those who have been on the plantation and investigated and know
the men back of it, and who have invested their own money, is the stronge
of the merit of the proposition Yours sincere

THOS. F. MILLER:

t kind of evidence

Productive
land—yielding
needed

food of
highest value

54 The Story of the Paper Shell Pecan.

Another View of Lake Marcelia, giving a better idea of its twenty-five acre expanse of clear,
limpid water fed by crystal springs.

No Investment Could be Safer

Think it over. Let your own judgment decide. Ask yourself
these questions in regard to any investment you have under con-
sideration.

What is the security back of my investment? In the Key-
stone Pecan Co. there is an acre of land which becomes yours on the
vayment of $300. Remember this—you own the acre of land itself.

Land is the safeguard of this safe investment. Land can-
1ot burn up, cannot be stolen; land cannot be wiped out by panics.
The biggest trusts base their bond issues and their mortgages on
and—yet the manufacturing plants which are built on that land
may, due to panic, fail to produce enough to pay interest on the

bonds or mortgages. Many of the largest industrial companies have
suspended or decreased dividends since the European War started—
yet nature continues to provide foodstuffs and man still needs
to eat them.

Productive land is the best of land investments. Tree crops
are the profitable crops, which make land most productive. Note
that the Country Gentleman tells of single trees making more human
food than a whole acre of Kentucky blue grass.

Orders Twelve Pounds — Wants Prices on Larger Quantities
“Have also received the box of Hess Pecans, which I find satisfactory as
illustrated in every respect. Kindly send me a 12 pound carton of same variety.
\lso kindly give me your prices on larger quantities.” A. B., Portland, Oregon

ot

Keystone Pecan Company, Manheim, Pa. 5

The pecan is the surest of profitable crops—because after
the first five years, during which we assume all the risks, the pecan
requires practically no attention. Gathering the nuts and selling
them represents the bulk of the effort required after the first five
years.

You cannot be deceived on this score—hecause we bind our-
selves by contract to do this work for 12% per cent. of the profits.
Would we deceive curselves—could we afford to take any chances
if we did not know that the pecan is as hardy a tree as the hickory
or oak, and a surer profit payer than any other crop of any sort ?

We could not give such a guarantee on a fruit tree—for every
farmer knows that apples and peaches are subject to many perils
of frost, storm, blight, borer, and of loss in shipment. Pecans are
hardier than hickory nuts, they cannot be shaken off the tree till
ripe. Citrus fruits—like oranges and grape fruit—are liable to
frost, and spoil so quickly that it is impossible to hold them long
before marketing. Paper Shell Pecans can be held a year without
losing their delicious flavor and nutritive value; for nature has
provided them with a perfect container (shell) which shuts out
impurities and prevents deterioration.

There can be no glut of fine pecans—because they can be raised
only in limited territory, they have the whole world for a market
and the whole year for a selling season. As the famous Luther
Burbank well says (see page 19) : “We have now one pecan where
we ought to have a million to create a market.”

An assured increasing market for perfected pecans, at an ex-
cellent profit, is back of every dollar you invest here.

Who Should Invest in Pecan Orchards ?

To provide an income for later years, “He must,” says the
American Fruit and Nut Journal, “look to a business that will in-
crease in value and returns. The improved Pecan orchard fulfills
all these requirements. It is safe, pays little at the beginning, but
increases its income gradually, and when ten or fifteen years old
will yield ten times more than the same money would in almost
any other business.”

“On many articles of food, from meats to fruits, the cost of loss in trans-
portation eats the heart out of the profits. Pecans require no refrigeration; kept
in any cool, dry place without loss or deterioration, can be shipped all over the
world—fear no competition from abroad for they are grown only in the most
limited districts in America.”

The young
man

The man of
middle-age
and above

Husbands
and parents

Business and
professional
people — all
men or
women with
foresight

56 The Story of the Paper Shell Pecan.

Who Should Invest in Keystone Pecan Orchards ?

(Continued from page 55.)

To provide now while his earning power is at its greatest, for
those years when his energy begins to ebb—let him plant his money
where it grows. As ]. B. Wight said before the American
Pomological Society: “‘Plant a pecan grove, and when you are old, it
It will lighten your burdens while

a ek

will support you.” *
here, and when you are gone your children and your children’s chil-
dren will rise up and call you blessed.”

To provide an annuity for their wives and families, which will
exceed in annual return any equal investment for the purpose and
which will yield a growing income each year. No father wants to
look forward and see the home broken up for lack of income, the
wite deprived of comfort and the children deprived of education—
because he put off till the morrow, which never comes, this invest-
ment for their protection.

Business and professional incomes vary greatly. There should
be some provision for the years of reduced earning power—when
conditions beyond your control cut to a mere fraction the satis-
factory income of last year. Because pecan orchards have their
foundation in land, because Nature yields her crops abundantly de-
spite wars and panics, because the demand for Hess Pecans, which
we have proved within, was not affected by the hard times in the
winter of 1914-15, you know that here is a dependable source of
income. ‘The period of uncertainty on pecans is the first five years
—when we assume the risk!

“For want and age save while you may,
No morning sun shines the whole day,”

Are you saving for the “rainy day?”
and insist on a fair answer.

says Ben Franklin.
yourself that question
Accept no excuses—excuses will not provide for you and your

loved ones in years to come.

Don’t say, “Tl begin to invest when I get a larger income.”
If your income were reduced a tenth to-day—you would manage
to live on the balance. Put that tenth now where it will protect you
against ‘‘the slings and arrows of outrageous fortune.”

Orchard Unit Applications are Enclosed for Your Convenience.

Select which you may desire, full cash payment or deferred payments.

Keystone Pecan Company

Northern Office

Southern Office, on our Plantation
Woolworth Building, Lancaster, Pa.

Calhoun County, Georgia
President's Office
Manheim, Lancaster County, Pa.

Please mail all Applications and Checks to Keystone Pecan Company, Manheim, Lancaster County, Pennsylvania

DEFERRED PAYMENT

Pecan Orchard Unit Application

To ELAM G. HESS, Pres.

Keystone Pecan Co. ste ea eee MOE ma LOM
Manheim, Pa.
Thereby apply foo... Orchard Units of the Keystone Pecan Company,
How Many

situate in Calhoun County, Georgia, and I agree to pay for the same at the rate of
Three Hundred Dollars ($300) per Unit, as follows:

A CN a Mme eLearn My Dollars accompanying this application, the receipt whereof
($10 for a unit desired)

ts hereby acknoWledged by the Company, and c-e.co--000.0.--- eevee Dollars per

(35 per month per sen)
month, payable on the first of each and ebery month until the entire purchase price is
paid, at Which time I am to receibe a Warranty Deed in fee simple for the Units pur-
chased. It is understood that each Unit shall be planted to twenty (20) Paper Shell
Pecan Trees of the standard varieties. If my payments are made promply on the
first day of each month, the Company hereby agrees that my Units shall become full
paid in case of my death, as fully explained on the reberse side of this application.

Signed ceseceerce pre oa SOS CRRRECEELS Beemer scper ee aes :

Application accepted for the Company by
Street and No. 20

City and State.

wees pal Paipalistend ewe EN EWN /NISISEUBNI AF WENANEN ENDS ARENINENANE NENA NZ MININIRANZNINOAANALENENENESE NACA NTNENENANINEN OOS RI ADNANENIRINENLVENEULINISI CISDAU ST UO Xs str eooe

CASH PAYMENT — 10% DISCOUNT

Pecan Orchard Unit Application

To ELAM G. HESS, Pres.

Keystone Pecan Co. , 191
Manheim, Pa.
I hereby apply for = wu Orchard Units of the Keystone Pecan Company
iow Many

situate in Calhoun County, Georgia, and I agree to pay for the same at the rate of
Three Hundred Dollars ($300) per Unit, on the following understanding:

That accompanying this application I shall make remittance of $270 per Unit and
shall recetbe full paid receipt and deed for Unit, the Company allowing ten per cent.
for cash With application.

Signed ...

Application accepted for the Company by Steet eat as
eet and No.

Se ee 2 : _ City and State

Units. Full Paid in Case of Death

If any unit-holder, who is paying for his unit on the
$5.00 per month basis and shall have made promptly
upon the date called for by contract, eight or more
monthly payments in addition to the initial payment of
$10.00, should die before his payments of $300.00 per
unit are completed, the company will upon proof of
death (suicide excepted) furnish to his estate a deed to
his unit or units and all further payments on the same
shall cease. This protects the family or estate of the
unit-holder who meets his monthly payments promptly,
against all possibility of loss due to his death.

LIBRARY OF CONGRE

SS