- 8 - 



Massachusetts producers are located in a consuming area - a state with 

 22,163 food stores doing h92 million dollars annual business even in pre-war 

 (1939). Sales in 19U8 were estimated at three times this pre-war figure v/ith 90!^ 

 of the stores. 



The 6I4 dollar question is on the table face up I Hovj can local growers take 

 advantage of the fact that they are producing apples VJITHIN a consuming area. 



To what extent and how can the usual channels of distribution be used to 

 advantage? Hovr can growers work with men in these channels in order to get a 

 satisfactory distribution? How must these channels be supplemented so that 

 thousands of people vfho would buy apples will buy them? 



How can a situation where people and apples are in the same area be used to 

 increase the return to apple growers?. 



This IviAJOR PROBLE?: of DISTRIBUTION must be faced by the local apple industry 

 with all the resources at its conmiand . Lots of people, good apples and a return 

 lower than cost, just does not make sense i 



The echo of that question " I'lTiere can I get apples like these " keeps returning. 

 The major problem of getting the apples to these people lies on top of a high 

 stack of apples. It must be solved to get a satisfactory return. 





As if to punctuate the statement that the low price of apples on Faneuil Hall 

 Market was not caused by excessive supplies, the supply of apples on the Faneuil 

 Hall Market last vreek dropped to 3/h of the week before at no increase in price. 



iHHHHKHHHHHKHKKHKHf 



The supply of "deciduous fruit" on the Boston Market for the week ending 

 September 17: ( carlot equivalent basis ) 76 carlot of apples, 98 carlot of melons, 

 31 1/2 carlot of pears, 30 carlot of peaches, 10 carlot of fresh prunes, 8 carlot 

 of bananas, U l/2 carlot of plums, 3 l/2 carlot of blueberries, 3 carlot of mixed 

 berries (strawberries mostly), 1 carlot of figs. And arrival carlots on track at 

 the start of the week amounted to 389 carlots. Only 76 carlots of apples! 



-;H,S;-JHHHHKKi-;(-iKvSHHHHf 



For the last month arrivals of shipped-in deciduous fruits at Boston have 

 decreased substantially. The prices of seasonal items have been in a dov.Tiward 

 trend i Apples are not alone in the present price situation. 



The time for INCREASED SALES EFFORT for apples is nowj 



6. ORDERLY MRKETING - RATE OF MOVHvIEKT - VWAT DO THEY MEAN? (August 22, 19149) 



The object of orderly marketing is the greatest possible return, not 

 only for the present but also for a period of years. It might also be added not 

 only for a week but for the season. It is the return for the season that must pay 

 the bills of growing the crop, maintaining the farm and a year's living. 



Orderly marketing covers handling, method of sale, distribution and promotion, 

 and suggests care in laying out a program as well as courage in carrying it out. 



