632 ANNUAL REPORT OF THE Off. Doc. 



twenty-five per cent, poorer than llie face." In dealing with the first 

 statement, we must probe deeper into the reasons underlying this 

 rndoubted fact. Why do the dealei-s demand overfaced packages? 

 Can we find any reason other than tlie hoi)e that it may enable them 

 to sell it for better fruil than it is? What other possible gain might 

 there be? On the other hand, does the grower gain anything? He 

 has gone to the labor and trouble of sorting out a half bushel of 

 the very finest from three bushels. The barrel is judged and priced 

 according to the other two and one-half bushels. Thus he loses the 

 difference between ordinary No. I's and apples that are good enough 

 for box packing or for barreling for the finest of trade, plus the 

 extra labor. As to the other point, ordinary apples packed straight 

 would be discounted fifteen to twenty-five per cent, below the face 

 value. This is true of the open market under ordinary method. 

 The diificulty can be met by observing two factors. First, grow 

 good fruit. A letter from a New York producer includes this sen- 

 tence: "I think it would be inexcusable in a farmer who sprays 

 thoroughly, cultivates, trims, and fertilizes, to put out anything but 

 good apples." If the producer follows the methods that have been 

 so widely preached and so successfully practiced, he will be able to 

 pack barrels that are as good from head to head as are the ordinary 

 facers and packers of the ordinary grower. As stated before, if 

 sold through the ordinary channels in the ordinary way, the package 

 v.-ill be discounted fifteen to twenty-five per cent, from the face, and 

 the other fellow will come out just as well. That we may avoid 

 this difficulty, we must observe our second factor, namely, to be sure 

 that there is an adequate distinguishing mark. A catchy label is 

 effective; it inspires confidence. The prospective buyer feels that if 

 the producer thinks enough of his product to put it up well, and 

 mark it well, it must be better than the average. A guarantee is of 

 especial value. If the label does no more than attract attention, it 

 does much. Some months ago, I stood upon a railroad platform, 

 waiting for a train. My attention fell upon a box of celery that was 

 different from anything I had seen before. It was about half the 

 size of an ordinary crate, and the end was printed with a neat legend. 

 I took the address, and when I was engaged in preparing an exhibit 

 on marketing methods a few weeks later, I sent for a crate of this 

 same celery, confident that the quality would be there. I was not 

 disappointed. You may be sure that a grower does not care to put 

 his name upon a product that is not good. 



Of course, one must choose well his selling agent, and must 

 use sound business judgment in his dealing. Good produce well 

 packed will not bring results if dumped on the market, and the 

 grower who will ship to any Tom, Dick or Harry who presents a 

 big card and wears a checkbook in his pocket, must expect to be 

 swindled. 



Before we leave this subject of facing, let us look at it in an- 

 other light. Suppose you enter a store with the idea of purchasing 

 a half dozen shirts. A box is placed before you, and you examine 

 the upper garment, finding it to be about what you want. Is it at 

 all probable that you would purchase the box without examining 

 all the others? The only circumstance under which you might do 

 this would be that you know the dealer and have full confidence in 



