April, 1921 



and now is suffering from inferior 

 packing house work. 



The question of retail prices for our 

 apples deserves serious consideration 

 and careful analysis, followed by con- 

 certed action. 



As a rule the jobber or wholesaler has 

 played fair as regards profits and dis- 

 tribution, but the retailer, almost to a 

 man, has not used good business judg- 

 ment in his handlings of boxed apples- 

 Usually his attitude has been to sell one 

 box at a very big profit rather than five 

 boxes at a reasonably fair profit and 

 consequently the grower and consumer 

 have suffered. 



We are partly to blame for this in 

 starting our selling season at too high 

 prices. The public is led to believe we 

 are charging too much and they natur- 

 ally rebel and go on a buying strike. As 

 a consequence we suffer throughout the 

 season. 



A notable example of the success of 

 the opposite method is shown this very 

 season with cranberries. The manager 

 of the American Cranberry Exchange 

 controlling a large percentage of all 

 cranberries grown in the United States 

 clearly saw the mistake others were 

 making and pointed out to his grower 

 the wisdom of the Exchange opening 

 prices at $8.50 per barrel instead of 

 $10.00, the price the growers wanted, 

 with the result that the trade and pub- 

 lic took hold readily, enabling price ad- 

 vances to be made continuously through- 

 out the season. They remained for a 

 long time at $12 to $15 per barrel and 

 finished at $21 and $25 per barrel and 

 this in the face of a big crop and no- 

 toriously dull times. 



The public should be told and retold 

 throughout the season all about our ap- 

 ples, perhaps not mentioning any par- 

 ticular brand, but featuring the best 

 brands, varieties, sizes, uses, etc. Par- 

 ticular stress should be placed upon the 

 proper season for different varieties. 



We should dro plocal sectional jeal- 

 ousies and work in harmony for the good 

 of all concerned. The press would be 

 glad to help if given an opportunity. 



We need the help and cooperation 

 of the legitimate jobber and distributor 

 more now than ever and they need us- 

 We should gladly meet them more than 

 half way, always remembering that no 

 transaction is a complete success until 

 all legitimate factors make a fair and 

 equitable profit commensurate with the 

 service performed. 



The progressive dealer would wel- 

 come with great satisfaction the stand- 

 ardization of our grading, packing and 

 selling methods. 



It is sadly to be regretted that no 

 more definite steps have been taken 

 along the lines of coordinating the acti- 

 vities of the different highly developed 

 aple growing sections of the Northwest. 



BETTER FRUIT 



Page 17 



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