FIF^TY-FIBST ANNUAL KFJPOHT. 88 



tor. I want to thank Mr. Kelder for bringing this to our attention the 

 way he has. 



Organization, standardization, advertise and merchandise. If I do 

 anything or say anything, it is bound to be surrounding these four heads. 



No merchandise cami)aign of any size or any efficiency can be put 

 over without advertising, the consumer should be educated to the ne- 

 cessity for the use of this product. In my opinion we are a long way 

 from getting value from advertising in Michigan. Of course, when you 

 haven't got the goods to back up your publicity, your advertising falls 

 to the ground. In order to advertise Michigan apples we, must stand- 

 ardize. We have no fair standard in Michigan. 



If you will look at your Bureau of Markets report for 1921 you will 

 find 4,894 carloads of apples shipped out the state this year. 



There is the fact that we have 17 or 18 packing houses and every asso- 

 ciation manager has a different idea of what a standard A. Grade apple is. 



If a man got a barrel from one house and another from the other later, 

 he would not be satisfied with one or the other. 



In the Northwest they tell the people what they should buy to be 

 satisfied with his product. If a man wants eating apples in October 

 and November, they tell him to buy Jonathan. If he wants apples in 

 January, February or March, they recommend Winesap. They get him 

 started on Jonathans and hold his trade throughout the season. 



One place we fall down is that our varieties are not such as will carry 

 a customer through until the marketing period is over. We have special- 

 ized in Baldwins and Spies and those varieties are winter keeping stock. 

 As a matter of fact, I sat at my desk in Benton Harbor this year and 

 tried to sell Indiana, Illinois, Iowa Baldwin apples. In September 

 and October they told me that "we don't want Michigan stuff now, these 

 Jonathans coming in from the Northwest are beautiful," The Jona- 

 thans are moving, the Baldwins are not moving. :: 



One fellow in Fort Wayne, whom I have been after several times said 

 this: "Why in hell do I want Michigan apples when I can buy Jona- 

 thans?" The advertising from the Northwest has been effective. There 

 is a great demand and they are supplying that demand. People are 

 satisfied and they are gradually taking our market. 



We have been content to sell our fruit to Mr, Smith and some of the 

 other people in Chicago who store it and we have not made any attempt 

 to tell the people what we have, I do believe we have done well this 

 year, but the effect to that campaign in the Northwest is going to be felt 

 soon. I do not believe our organizations are in condition at the present 

 time to advertise and advertise effectively. There are other things we 

 can do just now that would be more effective with less money. 



It all goes back to the standardizing of our fruit. The best way would 

 be to have a rigid grading law. We can not get the rigid grading law 

 from the statutes. 



We do not have so much to fear from New York and the East, It 

 is in the Northwest and Southwest where we must meet the competition. 



The consumer sets the standard. When he shows a preference for a 

 product that is superior. When he shows that preference he has es- 

 tablished your standard for you. Better standardize by supplying the 

 consumer with what he wants when he wants it. 



