lifornia grows and shells
a lot of black walnuts, but they don't have a black walnut flavor. The
flavor is gone. Where it went, I don't know. But there isn't any black
walnut flavor in California blacks. [A different species, _Juglans
hindsi_--Ed.]

So some unscrupulous people buy California blacks and mix them with
Eastern black walnuts. Then they can't call them Eastern blacks. They
are just black walnut kernels. But black walnut kernels that are 100 per
cent Eastern black walnut kernels should be the standard of black
walnuts through the country.

Now, Tom has told you something about the process of shelling. I am just
going on to say that the average sheller gets about 10 to 11.7 pounds of
black walnut kernels to the hundred pounds. So you can realize there
again what a problem he has.

Well, the marketing of black walnuts is the selling of black walnuts in
the shell or shelled. We have very little demand in the Chicago markets
for in-the-shell black walnuts. I probably sell, oh, maybe 5,000 pounds
a year on South Water Market, and they go out to the various stores, and
they, in turn, sell them to the homes that like to crack black walnuts
instead of buying the kernels.

The American public buy with their eyes. Consequently, the packaging of
black walnut kernels or the packaging of any merchandise is very
important. I made a statement this morning that has always been
interesting to me. You know, Chicago is the biggest candy center in the
world, and we do a lot of experimenting with candy. Now, your industry
is tied very closely to candy, because a lot of the black walnuts,
hickory nuts, and the like, go into the making of candy. But to prove my
point, a number of times friends of mine who are interested in the sale
of merchandise have taken quality candy and packed it in a common box,
and they have taken an inferior quality of candy and packed it in a
fancy box and set it on the floor and put the same price on both
products. The American public, remember, buys with their eyes. So they
buy something that is well dressed and they buy that inferior product,
twice or three times as fast as they would that quality product in the
common box.

I am bringing this out to illustrate a point. _Well packaged
merchandise, sightly merchandise, always pays._ Quality to you people
who actually crack black walnuts in your homes is something that will
pay dividends. Separate your big kernels. Offer them to the public and
they