FRUIT NOTES - February 1953 

 ^EW MGIAtro APPLE INSTITUTE CO^IFERENCE ON RETAIL SELLING 



Hard fightinp, aggressive selling ideas were shot mth machine-gun rapidJLv 

 d^to a SsSsion'of rftail selling of apples, as successful f --^f ^^^^^ ^^°"' 

 six states told about their operations, at a conference called by the New lork, 

 New England Apple Institute in Springfield, liassachusetts, on February 2, iy,.J. 



Otto V/allingford of Maine; Ralph Adams, Hew York; Donald ^'^^Cloud, 

 New Hampshire; Harold Rogers, and Robert Josephy, Connecticut; ^^^^5^^f JfJ^^^^^^. 

 George Smith, Rhode Island; Hamilton Lincoln, Dorrence Green, and Elmer Fitzgerald 

 of Massachusetts, were called upon from a group of iil persons attending the 

 conference. 



New cider equipment at the v^allingfoixi Orchard in Auburn, Maine, _ is setting 

 the pace for clean refrigerated cider prepared in stainless steel equipment. 

 Three thousand cars cane to the mill opening and bought cider. 



Ralph Adams has a mixed fruit and vegetable stand in Poughkeepsie, New York. 

 Seventy-five per cent of his income is from roadside selling. Five thousand ears 

 of sTfeet corn sold in one day indicates his operation. 



Donald McCloud stated that he is careful to build his repeat trade. 

 "Transient trade will not make a business." 



Dorrence Green stated the opinion of the group, that ample parking space is^^ 

 absolutely a necessity. "People vdll not stop if they cannot park off the roaa. 



Harold Rogers stressed the idea of confidence of people in the stand operator 

 and his products. "Clerks in a roadside stand must be good salesmen. He values 

 his Cadillac as well as his "Big Four" trade. 



Hamilton Lincoln stressed the use of seasonal decorations in his sales room. 



Elmer Fitzgerald stressed bruisG-free apples as a necessity to a healthy 

 industry. 



Bill Doe, Stacy Gay, Edvrard Hartley, Jesse Rice, vYalker Cheney, A. Hushenke, 

 Henry P. Kendall, and' Ben Drew were among the Massachusetts growers present. 



It was an enthusiastic aggressive sales meeting that would have done credit 

 to a group of sales managers as indeed they were. 



John Chandler requested suggestions for the use of the Institute in assisting 

 the retail selling part of the industry. The development and sale to growers oi 

 attractive point-of-sale-helps were strongly suggested in addition to the raaio, 

 television, and publj.city work now carried on. 



John Chandler stated that the promotion possibilities of aggressive growers 

 in retail selling were of immense value to the industrj''. 



George Moore of First National Stores stated that the retail selling of appL-.; 

 was a logical method of supplementing sales in a grocery store. "Apples should ue 

 sold everyi.vhere." 



— F. E. Cole 



