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h. THE BOSTON SUPPLY OF MCINTOSH (September 22, 19149) 



Mcintosh apple prices in Boston were on the low 19U2 level dui-ing 

 the last Tfeek. It is notevrorthy that Providence and New York had comparable 

 prices. The situation leading to the low price vras not confined to the Boston 

 area. 



Supply . A comparison of the receipts of apples on the Faneuil Hall Market, 

 Boston, for five weeks before and five weeks after the Labor Day week for the 

 last seven years is given in a table on the other side^ of this sheet. 



The apple receipts for 19i48, ISUh, 19it3, and 19h2 approach a normal weekly 

 supply. The abnormality of 19U7, 19h6 and 19hS is apparent. 



The 19i49 apple receipts for Labor Day week and the week following were 

 "normal" on the basis of: 



(a) the September 1 apple crop estimate for Massachusetts 



(b) average proportion of Mass. crop on Faneuil Hall Market - 26% - 



(c) average receipts for the two respective weeks — 3»S^-% and 11.03^. 

 Low prices on the Faneuil Hall Market are not the result of excessive 

 supplies . 



Demand. Market reports indicate a "fair supply - slow movement." It is 

 evident that there is insufficient demand for Mcintosh apples on the Faneuil Hall 

 Market , to clear available supplies at prevailing prices. 



There are numerous theories to explain the lack of demand. Predominant 

 among the theories are (1) consumers do not have as much "ready" money as indexes 

 of wages and income imply; (2) consumers are out of the habit of buying apples; 

 (3) some retail prices do not reflect correctly the low wholesale price; (ij.) many 

 apples are not in good condition and not attractive to consumers; (5) housewives 

 are not cooking any more than they have to. Take your choice. It may be a 

 combination of all of them. The point is what can be done about it . 



More Grow er Sales Effort. !5ore direct selling to consumers is possible. 

 Good apples then are plac;i in the consumer's hands at a good return to the grower 

 (5 to 8^ a lb.). Fresh, juicy apples constitute the best possible advertising 

 available to the industry. Newspaper ads, radio and attractive roadside displays 

 can play an important part in increasing the consumption of apples. Advertising 

 and increased sales effort, along this line, increases apple sales in retail 

 stores and the movement in all trade channels . 



Improve the quality of apples in retail stores by sorting out poorer fruit, 

 more careful handling all along the line, store deliverj"" and store service when 

 feasible, visiting retail stores to look over displays from a buyer's point of 

 view and taking steps to improve apple appeal. 



Price apples in direct sales at a reasonable margin over wholesale. 



