iplj 



BETTER FRUIT 



Page 25 



To be successful a co-operative asso- 

 ciation must sustain and develop the 

 individuality and initiative of the dif- 

 ferent localities in which it operates. 

 The units of the organization must 

 therefore apply to a locality in which 

 the soils, the climate and other condi- 

 tions produce a similar grade of prod- 

 uct. If the products vary widely in 

 color, texture, form or in other charac- 

 ter, on account of the conditions under 

 which they are grown, the producers 

 cannot be held together because the 

 grades cannot be made similar. The 

 attempt to have a single organization 

 cover a wide territory is therefore 

 likely to fail. No amalgamation of the 

 farmers of different localities in a com- 

 mon organization has ever been suc- 

 cessful. On the other hand, the orange 

 growers of one locality, or of similar 

 parts of a locality which produce sim- 

 ilar grades of fruit, may organize to 

 prepare their products for market un- 

 der distinct local brands. Those of 

 another may do the same thing, and a 

 large number of local units may be 

 formed as long as the unit embraces 

 a produce of similar grade and charac- 

 ter. Then as a matter of economy and 

 efTiciency these local units may feder- 

 ate and create a central agency through 

 which they handle their common prob- 

 lems. But each local unit preserves its 

 local character and develops its local 

 pride and reputation by selling its 

 product under a brand that is the ex- 

 clusive property of the local associa- 

 tion. In addition to its local brand it 

 may also add a brand of the central 

 agency in order to give it greater sell- 

 ing power in all parts of the country; 

 but no local unit should use the brand 

 of a central agency exclusively without 

 using its own brand at the same time. 



The outcome of a co-operative or- 

 ganization formed to handle the grow- 

 ers' product will succeed or fall on 

 the skill and integrity with which the 

 product is harvested, handled, graded 

 and packed. The limits of this dis- 

 cussion will not permit this part of the 

 subject to be handled in detail. A few 

 fundamental principles, however, can 

 be stated: 



1. In the average association, the in- 

 dividual grower does not possess suffi- 

 cient skill to harvest, handle, grade or 

 pack his product carefully, uniformly 

 or attractively enough to permit the 

 association to establish a standard of 

 quality, and therefore acquire a repu- 

 tation for its brands or grades. A uni- 

 form standard of quality in the brands 

 shipped by an association is funda- 

 mental to success. This seems like a 

 self-evident axiom, but the fact is that 

 this is the rock on which many co- 

 operative organizations have been 

 dashed to destruction. Poor handling 

 in harvesting, improper handling in 

 prei)aring the product for sale, careless 

 or dishonest grading, or lack of skill 

 and knowledge in grading and i)ack- 

 ing, — these are connnon rather than un- 

 usual conditions in the protluct of 

 many co-operative associations where 

 the handling of the product is con- 

 trolled by the individual members. 

 The output of an association, therefore. 



E^IU 



rming Machinej^ 





Like the Horse's Hoof 



The patented ToeHold drive wheels grip the soil without 

 packing it, and give the flat backward pressure that enab'es 

 the ToeHold to deliver maximum power at the draw-bar. 



The ToeHold is low, narrow and light, weighs 8400 lbs. with- 

 out extensions or shields; 10,000 lbs. fully equipped. Height with 

 limb shieldsis5ft.3in.andwithextensionsitisonly 8ft. 6in. wide. 



It is designed especially for orchardand vineyard cultivation, 

 but is equally good for plowing, hauling and other power jobs. 



All parts are protected from dirt. An airclarifier keeps dust 

 out of carbureter. The ToeHold is made on the coast, and 

 used everywhere. It burns gasoline. 



Ask for ToeHold catalog F 33 , a complete description. 



We have good stationary engines, too. The Rumely-Falk burns kerosene, 

 and stove-tops, and the Rumely-Olds burns gasoUne. Both are leaders. 

 Every Rumely machine is backed by Rumely service — 49 branches 

 and 11,000 dealers. Supplies and parts without delay. 



RUMELY LINES 



Kerosene Tractors Engine Gang Plows Gasolin" Engines Cream Separator 



Gasoline Tractors Threshing Machines Oil Engines Com Machines 



Steam Engines Clover Hullers B aling Presses Lighting Plants 



Chicago 



RUMELY PRODUCTS COMPANY 



(Incorpcri^tei-.) 



Illinois 



You Men Who Ship-Listen! 



Do you know how much money you could 

 save in one year if you would sell your OWn 

 products through the BLUE BOOK, with 

 the assistance of the Produce Reporter Co.? 



We Will Help You Figure It Out 



Write us frankly just what your situation is, and we 

 will tell you exactly how we can help you — we will 

 tell you what it will mean to you to be a member 

 of this organization, and to have, right on your own 

 desk, the latest BLUE BOOK with its mass of 

 valuable information. 



THE PRODUCE REPORTER CO. 



NEW YORK 



Fruit Trade Building 



"7"//t' h'ntit litlj /*ioJliit Man's Htst /■'rwrij' 



CHICAGO 



Bell Telephone Building 



WHKN WRITTNU AUVEkTISKRS MF.NTION BETTER FRUIT 



