the question of apple packages', there is no doubt that "a barrel 

 of apples in every cellsr" Is the answer to the market problem. 



Frost Damr.ge In Europe 



Heavy frosts over most of Europe during the week of 

 April 15-21 caused serious damage to fruit crops. Freezing tem- 

 peratures occurred in England, France, Switzerland, the Italian 

 Tyrol, and Germany. 



Damage in England is believed to be as severe as it 

 was two years ago. Smudging, though tried, was abandoned as use- 

 less. The estimated percentage loss with different crops is as 

 follows: strawberries, 100^; plums, 100,'C; cherries, 75/^; bush 

 crops, 50^; apples and pears, serious loss but extent not knovm. 



Damage on the Continent extends as fa.r south as the 

 Italian Tryol. The fruit crop is believed to have been totally 

 ruined in Switzerland with serious apple damage in northern 

 France and prune, grape, and walnut injury in c*=ntral and southern 

 sections. 



These developments may be im-oortant to gro"'ers here 

 since England and France are the lej'ding importers of American 

 apples and pears and both Switzerland and the Italian Tryol are 

 important apple exporters. L. Southwlck 



Apple Advertising 



The importance of apple advertising is brought out 

 clearly when the national set-up is considered. There are eight 

 regional groups (Pacific-Northwest fruits not considered). 

 (1) The New York-New England Apple Institute, (2) Appalachian 

 Apples, Inc., (3) National Apple Institute, [H-) Michigan State 

 Apple Institute, (R) Illinois Apple Institute, (6) Northeast 

 Kansas Apple '3-rowers Association, (7) Idaho Fruit & Vegetable 

 Advertising Association, (S) Washington State Apples. 



These organizations use largely direct advertising 

 through the mediums of newspapers, magazines and the radio and 

 often of pamphlets in cooperation with retail agencies. In- 

 direct advertising kno^"n as "publicity" is also utilized. 



L. Southwlck 



Apple Prices and Storag e Holdings 



According to the Bureau of Agricultural Economics in 

 Washington the failure of apiole prices to show some seasonal 

 rise this spring appears to be due to at least three important 

 factors: (l) Storage stocks of record size, (2) A declining 

 level of consumer purchasing po^^er since late last fall, and 

 (3) Small export demand relative to previous years of large 

 supplies. 



Cold storasre supplies of apples in the United States 

 on May 1 are indicated by the following figures taken from tlie 

 last issue of the Special Apple Market Report. 



Year Barrels Boxe s Bushels * Total Bushels 



193s 33,000 2,^31,000 3,357,000 5,7S7,000 



1937 15,000 2,253,000 1,226,000 "^,529,000 



1936 36,000 3,026,000 2,ri|-S,000 R, 432, 000 



1935 6s,ooo i,So^,ooo 1,557,000 3,565,000 



(^Includes baskets, Eastern boxes and crates. ) 



