THE GREAT NEED FOR APPLE ADVERTISING. 201 



reason if these fruits are wiped before they are packed great care 

 must be used to avoid abrasion of the skin the slightest scratch or 

 puncture is sufficient to allow the fungus to gain entrance. 



The urgent necessity for the greatest care to avoid injury in pre- 

 paring fruit for storage or shipment cannot be too strongly emphasized. 

 This is the foundation upon which rests the successful marketing of 

 fruits intended for immediate consumption or for storage. 



Influence of Prcmpi Cooling. 



As has been mentioned above, a fruit is a living organism, during 

 the normal growth and development of which certain physiological 

 and chemical changes take place within the fruit itself. These changes 

 constitute ripening, as the term is ordinarily interpreted. Up to a 

 certain point flavor and quality improve and the fruit is considered as 

 ripe. After this point is reached there is a gradual decline, and death 

 and deterioration take place. Flavor and quality are lost, and if the 

 process continues the fruit breaks dov.-u pnysiologically or is di^stroyed 

 by decay or fermentation. It has been further shown that when the 

 fruit is removed from the parent tree or plant these life and death pro- 

 cesses are materially hastened while the fuit remains at relatively high 

 temperature. A reduction of temperature retards these vital pro- 

 cesses — they go on very slowly in storage; if they were entirely 

 stopped the fruit would soon die and break down physiologically — 

 and gives the fruit a longer term of life. The promptness with 

 which the cooling is done has a material influence upon the length of 

 time the fruit will remain in good con^iuion. The Bureau of Plant 

 Industry Investigations have demonstrated that apples placed in 

 storage and cooled promptly hold in good condition from one to three 

 months longer than the same varieties delayed ten days or two weeks, 

 if the temperature is rather high. This point is therefore of the utmots 

 importance, especially with a variety like the Jonathan, which ripens 

 in the early part of the season while the weather is warm. 



(Part of paper delivered before annual meeting Ontario Fruit 

 Growers' Association, Toronto, Canada.) 



THE GHE.\T NEED FOIl APPLE ADVERTISTXG. 



By H. F. Davidson, President, North Pacific Fruit Distributors. 



Of all the lines of American industries open to exploitation, and 

 demanding the highest skill and capability, and requiring the maximum 

 amount of persistent energy, the advertising of the apple the great 

 American fruit, the king of all fruits, certainly stands at the head of 

 the list. 



The opportunity for successfully advertising apples is a big one, 

 and I believe the Apple Advertisers of America, through tlieir efficient 

 manager, :\Ir. U. Grant Border, have struck the keynote to the situation, 

 and that The Apple World, will carry the right message forth, and that 



