FRUIT AMD VEGETABLE 



ARKETIN 



a g^ ^ if ^-^' 



'By A. B. Leeper 



THE methods of selling and 

 distributing fruits and vege- 

 tables have changed rapidly in 

 recent years. Some of the causes 

 of these changes are : 



I. Improvements in means of 



transportation. 

 1. Increased use of fruits and 

 vegetables in the daily diet 

 of most people. 



for sale and distribution have been organized. 

 The Illinois Fruit Growers Exchange, 

 which IS a central sales agency, was organ- 

 ised in 1921. This organization has con- 

 tined Its efforts principally toward the 

 development of standardized products and 

 to the establishment of brands, together 

 with the sale and distribution of carlots 

 of fruits and vegetables for its members. 



During the past year, the Illinois Fruit 

 Growers Exchange and its member associa- 



ILLINOIS Brand Ptachts Crown hy Memt*ri 0/ iht Illinois 

 Fruit Crou9i» Exchangt art Ou Best tn iht World. 



Here is one of the Many Cooperative Road- 

 Siit Markets where Illinois Crown Fruit and 

 ' I Vegetables were sold last year. 



r 



3. Changed living conditions in the 



;( modern city home. 

 4^Availability of fresh fruits and vegetables sup- 



« plied from every section of the country at all 

 times of the year. ! 



5^ The development of chain stores. 



j Two General Groups 



IN' actual practice the marketing of fruits and vegetables is 

 divided into two general groups. One of these groups consists 

 of gnowers who sell these products locally. The other group of 

 growers depend upon selling their crops in distant markets. The- 

 group that produces crops to sell locally has three principal meth- 

 ods of selling, namely. 



1. jSclling on the farm where the crop is produced: 



2. Selling in nearby markets. 



3. [Selling near the place of production in roadside markets. 



Viry little has been done in cooperative selling by these grow- 

 ers wiho produce only for local trade. Several of the Farm Bureaus 

 have established central markets where the members cooperate 

 in pajymg the overhead expenses. The growers bring their prod- 

 ucts ito these markets on certain days and generally sell directly 

 to thje consumers. 



Illinois Fruit Growers Exchange 



IT is with the group of growers who produce fruit and vegetable 

 ccops to sell in distant markets that cooperative organizations 



Exhibit Illinois Apples at State Horticultural 

 Meeting. 



A. D. Leeper. Director Fruit and 



Vegetable Marketing for the I. 



A. A. 



tions sold approximately 1000 cars of fruits and vege- 

 tables. Of this number 67 5 straight carload lots were 

 sold through the central office at Centralia. The others 



were sold to trucks which came to the packing sheds or were shipped in len- 



than-carlots by freight and express. 



Roadside Market Chain 



THE increased use of trucks and the completion of the Illinois hard road 

 system have developed a factor in marketing of fruits and vegetable 

 that was unforeseen a few years ago. In 1928 a group of growers, desirin{ 

 to tjke advantage of this new method of transportation, organized the Illinois 

 Growers' Marketing Association, to sell cooperatively through a system of 

 roadside markets. The plan is for growers of fruits and vegetables in one 

 section of the state to cooperate with growers in other sections who groit 

 commodities that are not produced locally, and sell their products by way of 

 the roadside markets. 



Given Trial Last Year 



THIS plan was given a trial last year. A number of markets were estab- 

 lished in the central and northern parts of the state to aid the groweri 

 of tree fruits in Vther sections to dispose of their products. The sales of 

 some of these markets were satisfactory. On others they were not. The 

 experience indicates that if this type of marketing is to succeed, local growers 

 where the markets are established must cooperate and support them. It it 

 contemplated that this system of marketing will be continued and extended 

 during the coming year. Care will be taken in selecting sites and markets 

 will be established only where local growers are willing to cooperate in fur- 

 nishing a supply of home-grown products for sale. The extent of expansion 

 will depend upon the demand of growers for this form of marketing. 



It is also part of the I. A. A. program for the coming year to further 

 increase the membership of the Exchange in sections where fruits and vege- 

 tables are grown for carlot shipment. This will be done with a view of 

 developing a stronger central organization so chat if the Federal Farm Board 

 desires to recommend the organization of a national association for the dis- 

 tribution of fruits and vegetables, lllinnis will be in a position to cooperate 

 in the larger movement. 



