Imperial Valley Press

Publicity Given Lettuce Crop by Coast Newspaper

"Lettuce Every Day In the Year" is the heading of a rotogravure page in last Sunday's edition of the Long Beach Press-Telegram which is devoted to photographs and descriptions of Imperial Valley lettuce, furnished the paper by the El Centro Chamber of Commerce. Taking the reader through the process of lettuce picking and packing, the pictures show a field at picking time, field boxes being transported to the packing sheds, a "close up" of a large head, final inspection and crated ready for shipment. All of these photographs are from the Hetzel Studio and give the reader a clear idea of the quantity and quality of Imperial Valley lettuce.

In addition to describing the methods of thinning, picking, packing and grading, the article tells of acreage planted and ends with the following statement: "Imperial Valley, once in the category of 'the land God forgot', is now the garden of winter-growing vegetables and its annual yield of lettuce, sometimes referred to as 'cabbage with a college education' amounts to more than $10,000,000."

Homer K. Johnston, editor of the rotogravure section of the Press-Telegram, has written that he will be glad to use similar articles from other sections.