Missouri State Board of Horticulture. 385 



It was in recognition of this fact, and the great need by 

 fruit shipping interests of marketing facilities better than those 

 then available, that measures were undertaken in 1910 to create 

 a central, country-wide selling agency with a corps of trained 

 salesmen located in all the important consuming centers that 

 might be utilized jointly by noncompetitive co-operative asso- 

 ciations and exchanges of good standing that would ship their 

 products in consecutive season periods throughout the year. 



This concentration of selling effort by important shipping 

 factors variously located from Florida to Oregon was to make 

 possible the year round operation of a thoroughly organized 

 selling force under the expense to the independent association 

 only as actually used. 



This plan contemplated the operation of the forces at the 

 marketing end under the direction of the independent association 

 manager during his respective shipping season in the execution 

 of sales orders and acquiring authentic information of markets 

 to facilitate cash selling and distribution. 



It was thus the North American Fruit Exchange, referred 

 to as an exchange of exchanges, was organized by horticultural 

 interests of Florida, West Virginia, New York and Oregon and 

 incorporated in January, 1911. 



The exchange's board of directors include Messrs. R. H. 

 Parsons, president of the Rogue River Fruit & Produce Asso- 

 ciation, Medford, Ore.; W. F. Gwin, general manager of the 

 Northwestern Fruit Exchange, Portland, Ore.; Wm. Campbell, 

 secretary and manager of the Virginias' Fruit Exchange, Charles- 

 town, W. Va.; L. S. Tenny, general manager of the Florida 

 Citrus League, Jacksonville Fla., and E. P. Porcher, manager 

 of the Indian River and Lake Worth Fruit Association, Cocoa, 

 Fla. 



This central sales organization operates district offices in 

 all important markets, and from its general offices at New 

 York and Chicago constantly supervises the activities of this 

 force, which is under directions of the affiliated shipping asso- 

 ciations. 



Presently the exchange's facilities constitute the marketing 

 medium of organized shipping interests of Washington, Oregon, 

 Idaho, Colorado, Arizona, Texas, Louisiana, Tennessee, Illinois, 

 Michigan, New York, New Jersey, Maryland, Delaware, West 

 Virginia, Georgia and Florida. 



The many economic advantages to be derived from com- 



