149 

 PRINCIPLES GROWERS SHOULD OBSERVE 



The fundamental principles in the selling of apples are : 



1st. Planning ahead. 



2nd. Understanding the ways of marketing, who the 

 buyers are in these markets, and what these buyers want. 



3rd. Having a knowledge of salesmanship and finance 

 to handle the product. 



Planning ahead. Each grower if he wants to get the 

 most money out of his product must be planning ahead. 

 This does not mean just for next season's crop, but you have 

 got to work and plan, every week, for fifty-two weeks in 

 the year and every year. It is the net results that count. 

 The grower should all the time be looking up and learning 

 all about the buyers, markets and their conditions, become 

 acquainted with as many as possible, and plan out how he 

 can make conditions so that he can put up some good argu- 

 ments why his fruit should be sold for a good price. 



Understanding the ways of marketing. The grower 

 should thoroughly understand the various ways of market- 

 ing, — first in his local market, how many consumers are 

 there who would buy direct, to whom he can easily deliver 

 and how much will they buy, who are the retailers and how 

 much will they buy, who are the local buyers and how 

 many buyers from outside commission firms are likely to be 

 in the vicinity. Inquire from other growers how they sell 

 and to whom they sell. Second, in the outside market, 

 make the same study of who and where the large retail and 

 wholesale buyers are, and how they handle apples, the 

 varieties, the package, commission and storage rates. 



Having a knowledge of salesmanship and finance to 

 handle your product. To successfully plan ahead, look up 

 markets and hold apples in cold storage, takes money, and 

 time, which is just the same as money, — so does the studying 

 up of selling plans and the getting out of literature to ad- 

 vertise your product. Each individual grower must decide 

 according to the importance of his crop as to how much 

 planning, time and money he can put into this work. 



HOW TO GET IN TOUCH WITH THE MARKETS AND 

 , THE BUYERS 



Each grower in his local section can get in touch with 



