202 



widely in color, texture, form or in other character, on account 

 of the conditions under which they are grown, the producers can> 

 not 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 

 dififerent localities in a common organizaton has ever been suc- 

 cessful. On the other hand, the orange growers of one locality 

 or of similar parts of a locality which produces similar grades of 

 fruit, may organize to prepare their product for market under 

 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 product of similar grades and character. Then 

 as a matter of economy and efficiency these local units may fed- 

 erate and create a central agency through which they handle their 

 common problems. But each local unit preserves its local char- 

 acter and develops its local pride and reputation by selling its 

 products under a brand that is the exclusive property of the local 

 association. In addition to its local brand it may also add a 

 brand of the central agency in order to give it greater selling 

 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. 



H.\NDLING, GRADIXr., .\ND PACKING. 



The outcome of a cooperative organization formed to handle 

 the growers' product will succeed or fail on the skill and integrity 

 with which the product is harvested, handled, graded, and packed. 

 The limits of this discussion will not permit this part of the sub- 

 ject to be handled in detail. A few fundamental principles, how- 

 ever, can be stated : 



1. In the average association the individual grower does not 

 possess sufficient skill to harvest, handle, grade or jiack his 

 product carefully, uniformly or attractively enough to permit the 

 association to establish a standard of quality and therefore ac- 

 quire a reputation for its l^rands or grades. A uniform standard 

 of quality in the brands shipped by an association is fundamental 

 to success. This seems like an axiom, but the fact is that this is 

 the rock on which many cooperative organizations have been 

 dashed to destruction. Poor handling in harvesting, improper 

 handling in preparing the ])roduct for sale, careless or dishonest 

 grading, or lack of skill and kiKiwItdgv in grading and i)acking 

 — these are common ratlier tlian unusual conditimis in the con- 

 duct of many coojK'rative associations wlierc tlic hamlling n\ tlie 

 ])roduct is controlled by the individual members. The uulpul of 

 an association, therefore, acf|uires no stable merchamhsc value. 

 'Idle brands are not a guarantee of (|ualit\'. 



2. A reputation for uniformity in grading and i)acking can 



