- ^ - 



only part of the story . V«liat the fruit grcvrer does for himself is the main effort . 

 The effort~of grovrer organizations, trade associations and public agencies is 

 supplemental and aimed at doing those things that grov/ers as individuals cg nnct do 

 for themselves . 



No probable amount of promotion can be expected to overcome consuiner resis- 

 tance to apples that are out of condition, damaged by bruising, priced out of 

 competition, deceptively packed, or not readily accessible to the consumer. 

 Quality, pack and distribution remain in the hands of the individual grower. These 

 ordinary, run-of-the-mill activities are of prime importance in the movement of a 

 crop. They are the unspectacular matters cf good marketing practice that require 

 constant attention to detail and personal supervision of the orchardist. A good 

 job of g etting the apples to the consumer is as necessary as getting the consiomer 

 to the appl es. Grov/ers can nullify the efforts of those working in their interest 

 or take advantage of their activities to improve the results of their marketing 

 program. It would seem ijnnecessary to make these statements, but observation in 

 the years immediately past suggests the necessity and importance of emphasising 

 the individual grower's part in the marketing program, in the face of a larger 

 than usual crop, 



■«■ ■;;- -;;- •«■ -k- -;;■ -x- ■«■ ■js> Vr -;s- ■?(■ 



The following area distribution of average U. S. apple storage holdings 

 (Dec. 1) may be of help ncvj- in interpreting the U. S. Apple Crop estimates and 

 later in comparing U. S. apple storage holdings. 



Average 19Uii-ii8 Cold Storage Holdings, by Producing Areas, December 1 



NEY ENGLAND - six states 



MIDDLE ATLANTIC - N.Y., N.J., Penn. 



SOUTH ATUNTIC - Del., Md., Va. W. Va., N,C. 



EAST NORTH CENTRAL - Ohio, Ind., 111., Mich., Wis, 



PACIFIC - Vv'ash., Ore., Gal. 



CTHER 13 apple producing states 



Total 



Apple crop estimates for the U. S. will be available this week end. The 

 size of the U. S. crop and its distribution by producing areas are very iiTiportant 

 in the grower's kit of facts, used by him, to shape his marketing program. The 

 following table gives size of U. S. crops in recent years. 



