ipl/ 



BETTER FRUIT 



Page 23 



trol any abuses that might creep into 

 the distributing system without the 

 necessity of regulation and control 

 through the law. If that sentiment 

 is fostered and given definite direc- 

 tion by such organizations as the In- 

 ternational Apple Shippers' Associa- 

 tion in co-operation with the Food Ad- 

 ministration, the food control problem 

 of America will be greatly simplified. 



Problem Suggested for Definite Consid- 

 eration by Apple Distributors as an 

 Aid to the War Food Problem. 



I would suggest that this organiza- 

 tion give definite consideration to the 

 following problems in handling the 

 apple crop this year: 



(1) The reduction of waste from 

 bad handling in harvesting the crop 

 and in preparing it for market in co- 

 operation with the State and Federal 

 Departments of Agriculture. 



(2) The storing of apples in the 

 quickest possible time after harvesting 

 to prevent deterioration from decay 

 and ripening. 



(3) A close co-operation with the 

 Bureau of Markets and Food Admini- 

 stration in order to effect an equitable 

 distribution of the crop both for im- 

 mediate sale and for storage purposes, 

 to prevent temporary gluts, short sup- 

 plies and fluctuating prices. 



(4) The equitable distribution of 

 the storage stocks monthly throughout 

 the year, taken as a whole, and by in- 

 dividual dealers, taking the condition 

 of the fruit and the varieties into ac- 

 count, in order to eliminate specula- 

 tion of an undesirable character. This 

 should be done in co-operation with 

 the Bureau of Markets and the Food 

 Administration. 



(5) The direct sale by the whole- 

 sale dealer to the jobber or retailer 

 and by the jobber to the retail trade 

 or by the auction mthod to the job- 

 bing or retail trade and the elimina- 

 tion of trading in storage stocks be- 

 tween dealers of the same class, ex- 

 cept for actual trade requirements, i. 

 e., the reduction of the number of 

 transfers between the producer and 

 consumer to the smallest possible num- 

 ber. 



(6) The handling of apples on 

 reasonable margins by the wholesale 

 and retail trade in order that exces- 

 sive margins may not lessen consump- 

 tion and restrict the markets; the mar- 

 gin of the wholesale and retail trade 

 to parallel their purchase price, in- 

 cluding a fair and not excessive profit. 



(7) A definite, well directed cam- 

 paign in co-operation with other trade 

 organizations and with the Food Ad- 

 ministration to establish fruit and 

 vegetable departments in the grocery 

 and special food stores throughout the 

 country, as a means of wider distribu- 

 tion. Make the campaign a definite 

 business-getting one on the basis of 

 new opportunities. From the retail 

 standpoint the opportunities are ex- 

 ceptional because the loss in the sale 

 of dry groceries can only be met by 

 pushing the sale of perishables. The 

 consumer is asking what to buy in 



Do You Want to Sell 



for Spot Cash— 

 F. 0. B. Loading Station? 



Did it ever occur to you that the Cash Buyer's salary and 

 expenses come out of you? Well, they do— you will (as a rule) get 

 a lower price than if you were to keep in touch with the markets 

 and sell direct to reliable dealers in the highest market. 



Ever figure it out? Well, you can generally get anywhere 

 from 10 to 25 cents a box more by selling direct. Watch the 

 market, and judge for yourself. Sell by wire. 



10 cents more per box on a minimum car of 630 boxes would 

 give you $63.00 more per car profit— on 10 cars $630.00— on 20 

 cars $1,260.00, and so on. 



In this year of unusually high prices, don't make the mis- 

 take of being satisfied with what may look like a high price to you 

 -GET THE LAST CENT POSSIBLE OUT OF YOUR SHIPMENTS! 



Afraid to ship direct? Why? Because you may get into the 

 hands of a Receiver who is a "kicker," "rejector," or "rebater." 



Don't let that bother you any more! Get the BLUE BOOK 

 and see who they are! There are plenty of reliable Commission 

 Merchants and Jobbers who will be glad to purchase by wire, or 

 send their buyer if you prefer, but you can't expect them to 

 pay as much when they do so. 



Want to know just how the BLUE BOOK will enable you to 

 make this additional profit? Write 



Produce Reporter Company 



CHICAGO 



Pittsburgh Perfect Cement 



CO&tCCl NSJlS are of the highest standard 



The Heads don't come off. Given Preference by Largest Pacific Coast Packers 

 MANUFACTURED EXCLUSIVELY BY 



PITTSBURGH STEEL, COMPANY, Pittsburgh. Pa. 



A. C. RULOFSON COMPANY, Pacific Coast Agents 

 359 Monadnock Building, San Francisco, California 



Power Drag Saw does theWorK of 10 Men 



IVice 



^Complete 145.£g 



One man can move machine from, cut to cut on log. Two men can 

 carry it. Cuts through 3!4 foot log in three minutes. Approxi- 

 mately 25 cords a day. 4 H. 1*. gasoline engine warranted. Steel 

 wheel cart $10.00 Send for catalogue. manufactured by 



REIERSON MACHINERY CO. 



1292 HOOD STREET. PORTLAND. OREGON 



WHEN WRITING ADVERTISERS MENTION BETTER FRUIT 



