19^5 



BETTER FRUIT 



Page 2Q 



of fruit sold at auction is increasing at 

 tlic expense of the demand for box 

 apples. 



It is because the sales managers of 

 the different associations and compan- 

 ies of the Northwest realize that the 

 demand for the box apple nmst be in- 

 creased that they listen attentively to 

 the arguments in favor of the system- 

 atic use of the great public clearing 

 houses for fruit that have been estab- 

 lished by the auction companies. Many 

 of the growers appear to be under the 

 delusion that because they are produc- 

 ing a package of great merit the demand 

 and price should be satisfactory. 



In order to sell, the box apple must 

 have salesmen. Is it not better to have 

 hundreds of salesmen who get their 

 supplies on an equal basis from the 

 auction, than to have a fewer number 

 who must buy from their larger rivals'? 



There is great advertising value to be 

 gained from placing a high-class pack- 

 age before all the trade of the city each 

 morning. A prominent ofTicial of the 

 California Fruit Growers' Exchange 

 told me in New York: "There is no 

 doubt among the California Exchange 

 olficials but that auction selling forces 

 consumption." 



My investigations in different cities 

 sustain the belief that the apple grow- 

 ers, as the volume of apples produced 

 in the Northwest increases, will find it 

 necessary and highly profitable to fol- 

 low in the footsteps of the shippers of 

 California and Florida. The outlets 

 controlled by the apple jobbers at pres- 

 ent are too small. The great problem 

 for the apple growers to solve is, "How 

 to Finance their Business?" When that 

 is solved, they can use the auction to 

 advantage. 



According to the figures given me by 

 the Boston Produce Exchange, ten more 

 cars of Northwestern apples were con- 

 sumed in Boston five years ago than 

 during the year closing with June 1, 

 1915. On the other hand, the reports of 

 the California Fruit Distributors, the 

 California Fruit Growers' Exchange, 

 and the Florida Citrus Exchange show 

 that during the same period there has 

 been a tremendous increase in the con- 

 sumption of the fruits sold at auction 

 in Boston. 



There are over 1,200 cut rate stores in 

 Philadelphia, as well as great numbers 

 in Pittsburgh and other cities. These 

 stores that are endeavoring to reduce 

 the cost of living by avoiding paying 

 unnecessary profits to the middlemen, 

 feature the fruit that they can buy di- 

 rect from the auction. 



In New York last fall, inability to find 

 an outlet for inferior .lonathans that 

 glutted the market sent apple prices to 

 rock bottom. Until late in the spring 

 the apple market did not recover from 

 the depression caused by the Jonathans. 

 If all of these had been fed into the 

 auctions, hundreds of peddlers and 

 small Jobbers would have aided in their 

 distribution. New York people would 

 have taken to eating apples. The rate 

 of consumption established would have 

 resulted in the rebound of prices. These 

 Jonathan apples, instead, were disposed 

 of through the slow and tedious method 



"BLUE RIBBON" 



(EXTRA RAISJCY) 



"RED RIBBON" 



(RArslCY) 



Quality Brands of Yakima Fruits 



\\'e specialize in mixed cars of 



BERRIES AND CHERRIES 



and will also have straight and mixed cars of the earliest Apricots, 



Prunes, Pears and Peaches grown in the Yakima Valley. 



Write or wire for information. 



Yakima County Horticultural Union 



FRED EBERLE, Manager 



NORTH YAKIMA, WASHINGTON 



ENCYCLOPEDIA OF muMS 

 PRACTICAL HORTICULTURE 



The only complete, thorough manual of fruit growing published— 

 covering every teature— plautliig, pruning, cultivating, spraying, dis- 

 eases, harvesting, etc., as used and approved by Northwest fruitgrowers. 

 Contains valuable statistics. All reading matter arranged conveniently 

 for reference and indexed. 



It tells how to do the things that every fruit grower must do who 

 ia growing fruit as a business. 



THREE LARGE VOLUMES HANDSOMELY BOUND 



Write lor circulars containing full descriptive matter and prices. 



ENCYCLOPEDIA OF PRACTICAL HORTICULTURE, Zlt^i^LuiZ"^^::^^. 



D. Crossley & Sons 



ESTABLISHED 1878 



Apples for New York and Export 



CALIFORNIA, OREGON, WASHINGTON, IDAHO AND 

 FLORIDA FRUITS 



Apples handled in all European markets at private sale. Checks 

 mailed from our New York office same day apples are sold on the 

 other side. We are not agents; WE ARE SELLERS. We make a 

 specialty of handling APPLES, PEARS AND PRUNES on the New 

 York and foreign markets. Correspondence solicited. 



200 to 204 Franklin Street, New York 



NEW YORK 



LIVERPOOL 



LONDON 



GLASGOW 



WHEN WRITING ADVERTISERS MENTION BETTER FRL'IT 



