From February 9 to 23 j the average price was just a little over $2,00 and 

 again settled back to 01.82 in early Ilarch, On March 15, the average price rose 

 to $2,25 and held at about that point through ,the first of April, 



In retrospect it can be seen that the price rose in the very eai-ly v/eeks of 

 the storage season to a point nearly as high as it was at the close of the normal 

 storage period. 



Prospects - 1956 - 57 



A somewhat less than average crop in New England, in the Eastern United States 

 and possibly in the Western United States together with good buying povrer on the 

 part of consumer, sets the stage for a price level, at the start of the season, 

 somewhat higher than average. Close estimates of the crop are not available as 

 this is being written (June 5)« Cold injury is reported but the effect in terms 

 of actual crop is not knovnft. 



Current reports indicate a Mcintosh crop in l&ssachusetts about 25^ to kO% 

 less than the bloom indicated might liave been possible, 



A crop of 1/3 less means that the fixed costs on a bushel will be at least 

 65 cents more per box than average. 



Every possible effort •vTill have to be made to grow and harvest as many first- 

 class apples as possible in order to increase total sales and reduce unit costs. 



Unusually careful and aggressive marketing vri.ll need to be carried out to 

 secure necessary returns. This is not a year ivhen a return over costs can be 

 taken for granted, 



F, E, Cole 



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