-4- 



smaller packages and this iTiust be recognized especially bj^- those catering 

 direct to consumers. (3) The package should promote the keeping quedities 

 of the apple. The 1 l/5 bushel box has done Kuch to discourage proper paci:- 

 ing and handling. (4) Thero is no sound economic excuse for putting up 

 any other than a standard, uniforn package and informatively labeling it. 

 (5) Vve should have a compulsory inf ori^iative labeling lav/ to apply to all 

 fruit entering conunercial mai-kets. (5) Individual producers would create 

 a more stable market if they v/ould strive to follov; as closely a.s possible 

 an orderly marketing program - that is, ms-rketing their crop evenly thror^gh- 

 out the marketing season. (?) The Stamp Plan now in use by the Federal 

 Surplus Marketing Administra.tion gives more promise of increasing the con- 

 sumption of apples than any so-called "oracrgGncy prograin" tried up to tho 

 present. (8) All food products e.rc more aggressiveli'' merchandised nov/ than 

 15 years ago. This should apply to apples too. (Hot too much emphasis on 

 advertising.) It is not enough to advertise applos. Advertising must bo 

 supported vdth an adcquc.to merchandising prograra. Emphasis should be plccod 

 on continuous dospl^:}^ of sound fruits in retail stores. 



Re£i_oiTal_ M^^^^.JiPPA'^MSi. 



The national apple crop in 36 states is estimated at IMjSSOjOOO 

 bushels as compared vdth 143,085,000 in 1939. 7/. ICo Piper of the Division 

 of Markets has furnished the follovdng regicns-l forecast based on the Septem- 

 ber 1 estimate. Eastern states (Nortn Atlantic and South .vLlantic groups) 

 3/i smaller than the S-jj^eor (1934-38) average production and 25/o less than 

 the 1939 crop. Commercial production in these states is placed at 51,824,000 

 bushels this season compared with 59,506,000 bushels in 1939 and the 5-year 

 averstge of 53,575,000 bushels. The North --itlantic group shov/s a 32/i reduction 

 from the crop of 1939 whereas the South Atlantic abates shov; only ll^t decline. 



In the Central states (North Central and South Central groups) the 

 indica.tGd production this season is 3/^ below the 5-year average and is 36/a 

 smaller than the production in 1939. Commercial production in these states 

 is placed at 20,308,000 bushels in 1940 compared v/ith 31,639,000 bushels in 

 1939 and the 5 year average of 20,889,000 bushels. 



Tho ■"'ostern states (Rocki' I'ountain and Pacific Coast states; have 

 a prospective crop 10^ belov/ the 5-year average but 2,4 larger than in 1939. 

 Tiie September 1 estimate of cora-iercial production totals 4-2,398,000 buslaels 

 com.pared v/ith 41,940,000 bushels in 1939 and the 5-year average of 47,239,000 

 bushels . 



Keeting e:t the Department of Agriculture Sept. 11 and 12, the xipple 

 Grov/ers' National Planning Comjnittee, representing 26 major producing States, 

 recomjnended that the Surplus Liarketing Administration of tho Department of 

 ^-agriculture offset the loss of a 10 riiillion bushel export n:iarket by estab- 

 lishing an apple purcnase prograuu primarilj'' designed to assist in the market- 

 ing of those apples normally sold in foreign m.arkets. 



Continuing the policy of the industry to strive for the elimina- 

 tion of lov/er grades of apples from the fresh fruit m,arkot, grov/er rcpro- 



