^3 



The matter of grading, uniformity, neatness of package, 

 etc. are really a part of the factor already mentioned, of 

 having a high grade product to place in the market. It it 

 not necessary to review the familiar arguments of why 

 these things are important and really necessary. ^ly only 

 suggestion is that these time-worn factors be viewed from 

 this standpoint of advertising value. Otf hand, I venture 

 that the convincing argument in the high grade product 1 

 hate indicated, is equal to a full page advertisment in a 

 reputable journal, which, we will say, would cost $400 per 

 issue. Now just imagine you are paying that price when 

 you determine what your product is to be and how it will 

 reach the market and how its appearance and quality will 

 strike the consumer. 



The more I look about and the better acquainted I be- 

 come with the average way of doing things on the New 

 England farm, the more fully am I convinced that one of the 

 greatest failings of the fruit grower, and the farmer, is that 

 he does not consider the fellow on the other end. I know 

 it is the popular thing when addressing farm meetings to 

 point out the wickedness of the middleman and the foolish- 

 ness of the consumer. Without entering this big problem of 

 an unreasonable and parasitic system of distribution, I will 

 leadily agree that there are dozens of things for which the 

 farmer should not be held responsible, and which work to 

 his disadvantage as well as that of the ultimate consumer. 

 That is another problem as great, if not greater, than I know 

 of in America today. Tariff and finance are not "in it" 

 when compared with this monster we have allowed to devel- 

 op in the form of an uneconomic system of distribution. 



But this question is not to enter the present discussion. 

 The point is that the fruit grower will, if he is wise, con- 

 sider the desires of consumers. Fortunately, we find the 

 latter in a receptive state of mind as to reliable products 

 they get from the farm. They are not only willing, but 

 positively anxious to listen to any arguments fruit growers 

 can present as to the value of their product. Thus you see- 



