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Address "BETTER FRUIT," Hood River, Oregon 



Jtiiiiuiry 



V/Ach di.strict or c-uch .shipper, tr.\iiij> to 

 outdo every other in their nu'thods 

 of nierchandisin.s> I'luit promises the 

 simijlest, le;ist expensive iind most 

 ell'eclive plan for market development. 

 It has in it elements of strength that 

 woulil make for continuity of elTort. 

 Operations that can he financed year 

 after year must get results that are 

 easih- pointed out to the grower. Our 

 growers and husiness men could under- 

 stand Ihe plan of oju'ration, know how 

 and where and by whom their money 

 was being spent, could accurately 

 measure the results obtained and could 

 fix the responsibility for success or 

 failure upon men employed by them 

 and answerable to them. 



The new ])lan proposed does not even 

 follow the idea always heretofore ad- 

 vanced that in some way the tonnage 

 should be brought under control, and 

 an eliort made to orderly distribute it 

 in the different markets, according to 

 their size. While I believe that no 

 effort will ever succeed in properly 

 controlling and distributing the ton- 

 nage, it seems to me that through oiu' 

 plan is promised greater control of the 

 tonnage than anything yet suggested. 

 I can see no way of etpiitably distribut- 

 ing it, and marketing it orderly, until 

 markets for all of it are found and 

 methods followed that natuially direct 

 the tonnage of the various districts to 

 such markets. It seems illogical to me 

 to try to prepare the markets generally 

 for the tonnage generally of all our 

 Northwestern growers. Some have 

 proposed an all-Northwestern brand to 

 be used in the general extension of our 

 markets, and if such an arrangement 

 could be effected and the fruit of tliis 

 brand used without an\- apparent dis- 

 crimination detrimental to any of our 

 districts, or to the various varieties of 

 fruit grown in the dilTerent districts, 

 and the plan looked promising enough 

 to insure its continuation from year to 

 \iar, it might result in a great deal of 

 gootl to the industiA. However, it 

 seems to me that it would be impossil)le 

 to effect an arrangement of that kind 

 that could continue permanently. I 

 believe the elfort would shorth degen- 

 erate to a point where we would have 

 one more competing brand of fruit 

 offered in the markets. 



We are not expressing our opinion at 

 this length because we believe that any- 

 one is trying to take any advantage of 

 any body of oiu- growers. We concede 

 that the advocates of this new theory 

 of market development are just as sin- 

 cere as we are in their efTorts to pro- 

 mole better conditions generally. We 

 have formed these ideas through our 

 study and experience and submit tliem 

 for what they are worth. We will in- 

 sist that any plan submitted to the 

 growers asking for the expenditure of 

 their funds shall be carefully thou.ght 

 out and presented in a way that will 

 give them an opportunity to consider 

 its merit befi>re voting uiion it. This 

 was si)ecifically asked for in the reso- 

 lution passed at the drowers" C.oiincil, 

 and nothing with great indeiiniteness 

 alimil it will appeal to them. 



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