ipi6 



BETTER FRUIT 



Page 9 



with greater regularity. Now the spec- 

 ulative handling of the lemon is a 

 distinct drawback to its widest dis- 

 tribulion. 



General Considerations 



Wc have touched only the high spots 

 in the investigation of the cost of dis- 

 tributing the citrus fruit crop. The 

 California citrus industry is vitally in- 

 terested in the problems of the .jobber 

 and the retailer. The industry realizes 

 the economic necessity of each in the 

 distribution of its product to the Ameri- 

 can consumer. The industry can thrive 

 only when the consumer demand keeps 

 pace with the increase in production. 

 The jobber and retailer can thrive only 

 when there is an active consumer de- 

 mand. The problem of the industry, 

 therefore, is to produce oranges and 

 lemons of good quality, because no 

 food industry can permanently prosper 

 except on a basis of quality. The sec- 

 ond problem lies in co-operating with 

 the jobber, the retailer and with every 

 effective factor of publicity in creating 

 an increasing consumer demand. The 

 third lies in developing the most 

 effective merchandising methods where- 

 by the consumer demand may be 

 quickly filled and stimulated. The job- 

 ber and retailer must of necessifj* be 

 vitally interested in the same problems, 

 because they thrive only when the con- 

 sumer is an active buyer and when the 

 producer has a high-grade product to 

 sell. Xo more than the producer can 

 the jobber or retailer live unless he 

 makes a fair profit, nor can he develop 

 the best kind of merchandising unless 

 his profits are commensurate with his 

 efforts. 



The industry is interested with the 

 jobber and retailer in the most perfect 

 system of distribution that can be 

 devised so that the entire crop can be 

 handled on an orderly merchandising 

 basis from the producer to the con- 

 sumer. At the present time there is a 

 lack of systematic distribution because 

 producers as a whole are inadequately 

 organized. 



Whenever prices are low and the in- 

 vestment of the producer is jeoj^ardized, 

 then the ghost of the jobber and other 

 distributing agencies stalks the earth. 

 The ignorant man and the demagogue 

 alike then demand that the American 

 system of distribution be revolution- 

 ized: that somebody be eliminated: that 

 the products of the soil be distributed 

 more directly and economically to the 

 consumer. That the system of handling 

 farm products is wasteful and costly no 

 student of distribution can overlook. 

 The farmer is unorganized, excei)t in 

 industries like the California citrus in- 

 dustry. His products are not standard- 

 ized. Tlie distribution, unless organ- 

 ized, is speculative and chaotic. The 

 jobbers are often unorganized; the 

 retail trade as a whole is as little 

 organized as the average agricultural 

 industry. 



Through organizations like the Na- 

 tional League of Conmiission Jler- 

 chants, the Western Fruit .lobbers' 

 Association of America, the National 

 Wholesale Grocers' Association, the 



SELLING MADE EASY 



The Labels Have Attracted His Attention 



RESILT"=MAIL ORDER 



Label Users Increase Sales 

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ROCHESTER, N. Y. 



National Retail Crocers" Association 

 and state and local organizations, there 

 should gradually develop a better 

 mutual understanding of the questions 

 of the producer, the jobber, the retailer 

 and the consumer, and a more effective 

 co-operation in solving their common 

 problems. The American consumer 

 holds the key that unlocks each of 



these problems. It is our purpose to 

 define the citrus problem as clearly as 

 we see it and to co-operate with the 

 jobber and retailer in the development 

 of the most eflicient merchandising 

 methods in giving the widest possible 

 distribution to oranges and lemons in 

 response to an increasing consumer 

 demand. 



Developing the By-Products Industry 



By Paul H. Weyrauch, Walla Walla, Washington 



THE development of the by-products 

 industry in this great Northwest is 

 still in its infancy, and yearly enormous 

 quantities of various fruits and vege- 

 tables are going to waste. How to pre- 

 vent, or take care of this waste, is the 

 question of the hour, and the problem 

 is one that is deserving of the greatest 

 consideration by all those interested in 

 the future of the Northwest. The con- 

 version of this waste or raw material 

 into any one of the finished by-pro- 

 ducts, such as canned fruits, vegetables, 

 dried fruits, jams, jellies, preserves or 

 syrups, requires considerable technical 

 knowledge and a great deal of practical 

 experience. There are in the North- 

 west few men who possess the tech- 

 nical knowledge required, and who 

 have also had the practical experience 

 which is indispensable. This is one of 

 the reasons why so many of our can- 

 ning and other by-products plants have 

 failed to make good. Another and even 

 more important reason for these fail- 

 ures is the lack of cooperation. Owing 

 to the lack of cooperation there has 

 lieen in many instances a dujdication of 

 plants of a similar nature within a lim- 

 ited territory. This is particularly tiue 

 as far as vinegar factories are con- 

 cerned. The consumption of sweet cider 

 and of vinegar is naturally limited, and 

 owing to its bulky nature vinegar can 

 only be shipped comparatively short 

 distances, yet we have more vinegar 

 and cider i)Iants in proportion than we 

 have evaporators and canneries. 



The solution of this problem is coo])- 

 eration by the growers within each 

 fruit-growing district in the Northwest, 

 and in turn cooperation by all the dis- 



tricts comprising the Northwest. This 

 cooperation once established will make 

 it possible to care for the greater por- 

 tion of the raw material now going to 

 waste. It will be possible under such 

 cooperation to secure for this territory 

 the services of the very best processors 

 or cannery men, experts on jams, jel- 

 lies, preserves and syrups, and experts 

 in the drying or evaporating of fruits. 

 With such experts working under the 

 direction of a central board, it would 

 soon be possible to recommend to each 

 district a line of procedure according to 

 its needs, as well as one that would 

 meet all the conditions of the entire 

 Northwest. 



By close cooperation within each dis- 

 trict it would be comparatively easy to 

 raise sullicient capital to put up the 

 proper kind of a plant, be it cannery, 

 evaporator or vinegar plant. Since ex- 

 pert advice would always be available, 

 the mistakes made in the erection of 

 these plants in the past would be easily 

 avoided. It would also be impossible 

 for a pi'omoter to foist ui)on an unsus- 

 pecting public an impractical lot of ma- 

 chinery, as has been done in so many 

 instances in the past. There are, of 

 course, in the Northwest a number of 

 successful by-products i)lants that are 



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