In the City of Bagdad lived

Hakeem the Wise One, and many

people went to him for counsel, which he gave freely

to all, asking nothing in return.

There came to him a young man who had spent

much but got little, and said: "Tell me, Wise One, what

shall I do to receive the most for that which I spend?"

Hakeem answered, "A thing that is bought or sold

has no value unless it contains that which cannot be

bought or sold. Look for the "Priceless Ingredient".

"But what is this Priceless Ingredient?" asked the

young man.

Spoke then the Wise One: "My son, the Priceless

Ingredient of every product in the market-place is the

honour and integrity of him who makes it.

Consider his name before you buy."

From a document by E.R. Squibb & Sons Pty. Ltd. Circa 1960