Summary and Conclusions 



The major apple producing regions of the United States considered in 

 this study were the Far West, Mid-West, Mid-South Altantic and 

 New England. Short-run year-to-year apple production has fluctuated in 

 the same general direction in all four regions. However, long-run apple 

 production from 1934 to 1953 has not moved in the same direction. Since 

 1934, New England apple production has been increasing while production 

 in the other three regions has been declining. 



Apple prices received by New Hampshire growers are part of the 

 structure of prices in New England which in turn bears a definite and 

 fairly stable relationship to United States prices. 



Change in the demand for apples usually comes about because of: a 

 change in the price ratio of apples and other substitutable fruits, and 

 changes in consumer tastes, income, fixed commitments, and / or increased 

 knowledge. 



Since two distinct situations may bring about a change in the demand 

 for apples, it is of considerable importance to know which has occurred 

 when formulating marketing policies. If the change in demand was brought 

 about by a change in the relative prices, then a readjustment of the price 

 ratio would undoubtedly cause the consumer to shift back to his or her 

 original purchasing pattern. If the change in demand, however, was brought 

 about by a change in tastes, income, and so on, adjustment of the price 

 ratio would probably not bring about the desired goal. Thus, it may be 

 necessary to supplement a change in the price ratio with other appropriate 

 methods of influencing demand to obtain the desired objectives. 



The per capita consumption of fresh apples in the United States has 

 been declining since 1930. The per capita consumption of processed apples, 

 on the other hand, has shown a rather slight increase. Since 1948, per 

 capita consumption of fresh apples has leveled off at approximately 25 

 pounds per person. However, the increased consumption of processed 

 apples was not large enough to compensate for the decrease in fresh con- 

 sumption. 



Competition by Varieties and Time of Shipment 



In order to evaluate the competitive position of one region relative to others, 

 it is necessary to identify the competing regions or states within the regions. 

 Knowledge of the competitors makes it possible to observe the behavior 

 of producers in these areas and as a result adjust accordingly. The major 

 varieties grown in New England are Macintosh and Baldwin apples. The 

 other areas where a considerable amount of Macintosh are grown are New- 

 York and Michigan. Baldwins are primarily grown in New York, and 

 smaller quantities of Baldwins are also raised in Ohio and Michigan. 



In the Boston market the states shipping at the same time as New Eng- 

 land growers are Virginia and Washington. New York, New Jersey, and 

 Oregon apples generally come into Boston after New England shipments 

 have dwinclled. In the New York City market the major direct competitors 

 of New England apples are New York, New Jersey, Virginia, and Penn- 

 sylvania. Oregon and Washington reach their respective peaks after New 

 England shipments of apples have subsided. It should be noticed that New 

 England growers faced different competitors in each of the two markets 



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