Chapter

“The Damndest Railroading You Ever Heard Of”

Richard J. Orsi

in Sunset Limited

Published by University of California Press

Published in print May 2005 | ISBN: 9780520200197
Published online March 2012 | e-ISBN: 9780520940864 | DOI: http://dx.doi.org/10.1525/california/9780520200197.003.0012
“The Damndest Railroading You Ever Heard Of”

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This chapter examines the marketing activities of the Southern Pacific Company. The first section pinpoints the marketing problems that affected the Southern Pacific Company. The second section of the chapter takes a look at the role played by the Southern Pacific in the formation of farm cooperatives, and as an advertiser of the produce of California and the western regions. Their support for the farm cooperatives from the 1880s to the 1920s is considered. The discussion then shifts to the Southern Pacific's first long-term marketing relationship with the California Fruit Growers' Exchange and the creation of the Pacific Fruit Express. The “Cantaloupe Deal” and some notable Southern Pacific practices are discussed as well.

Keywords: marketing activities; marketing problems; farm cooperatives; advertiser; marketing relationship; Fruit Growers' Exchange; Pacific Fruit Express; Cantaloupe Deal; notable practices

Chapter.  11933 words.  Illustrated.

Subjects: History of the Americas

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