66 STATE HORTICULTURAL SOCIETY. 



Our problem is, first, to maintain tlie quality of the product; second, 

 to encourage consumers to be satisfied with a more economical service; 

 third, to create the consiumer demand ; fourth, to teach the trade better 

 business methods. Consumer demand is probably the most important. 

 It means absolute satisfaction on every purchase. If the consumer is 

 satisfied with the price and quality of Michigan apples so that there 

 is a real consiumer demand, believe me, the trade will handle them. 



DISCUSSION. 



Question: Do the grocers advance any money? 



Answer: Yes. 



Question: What security does the Exchange give for this money? 



Answer: The banks have realized that the prosperity of the coun- 

 try in which they did business, hinges very directly on the fruit industry 

 and for that reason they have been willing to advance money when 

 necessfary. In some instances, the banks have now gone their limit. 



Quetion : Do you think that the opening of the Panama Canal will 

 cheapen the fruit? 



Answer: It may, though that is a question. However, it is bet- 

 ter to consign a car by rail and then as you fill the orders through 

 your telegraph service, the fruit can be routed as seems best to reach 

 any particular point. We ship six cars every week to London or Liver- 

 pool. 



A Voice: We have heard a good deal about the elimination of the 

 middle-man — more than any other one thing. We would be happy if 

 the middleman could be cut out. It has occurred to me for a good 

 while, however, that it Avould be impossible to go on and do business 

 and eliminate the middle-man. for reasons that can easily be under- 

 stood by those who are brought in contact with this question. 



Answer: That was their cry out there in California, but it has been 

 demonstrated that through the agency of the direct selling proposition 

 as carried out by the plan adopted by the California people, the fruit of 

 that slate has found its way into every nook and corner of the United 

 States; and this is necessary in order to dispose of the immense crop 

 that is raised there. When the demand is greater than the supply, there 

 is no question about the trade handling your stuff. Advertising and 

 putting up just the very highest grade of fruit is what is creating this 

 demand and enabling the western fruit growers to realize so much more 

 than you do here for your fruit. 



