-2- 



A?Pi_^ COTim K 



The outstanding point in the apple outlook is tliat about the same quantity 

 of apples iirill be divided among more and more people as the years roll on, 



Apple time can be measured by tree a^e. There are U8 million more people in 

 the country now than \vhen a tree just 26 years old was planted, and another 38 

 million people are expected by the time that tree is hS years old. Three or 

 four t?irenty-acre orchards could be planted each week just to keep up with the 

 population growth. That is a population increase - potential market increase - 

 of l66^ in the life or an apple tree. This means that the potential loarket for 

 apples is greater now than at any time since the Mcintosh variety was first groi\fn 

 commercially , 



The volume of deciduous fruit produced for fresh use has held about steady 

 since World War II and therefore per capita consumption has continued to decline. 



New England apple production has held about the same in recent years (since 

 1939) in contrast to moderate or sharp declines in all other important producing 

 areas in the East. 



Much of the decreased acreage is due to the removal or abandonment of small, 

 low-yielding orchards and those virith less desirable varieties, 



Fot only has there been more people to eat apples in recent years, but con- 

 sumers have had larger incomes and consumer income is expected to set another re- 

 cord in 1957. 



Costs of factory -nade supplies v-jill continue on present or slightly higher 

 levels 3 The cost of hired labor will follcvir trends established in recent years 

 in competition with local manufacturing and service industries. 



The trend in consuraer packages will continue onward. Technical problems of 

 aople packagilng will be solved if apples are to hold their relative position on 

 produce counters of growing super markets. 



The quantity of apples from controlled atmosphere storage is expected to in- 

 crease in the next few years. Anticipated quantities pose a special problem of 

 marketing with the controlled atmosphere storage apples very likely to appear on 

 the market earlier in the season. Adjustments in selling the ordinary cold storage 

 portion of the crop will have to be made to secure maximum returns for the whole 

 crop >. 



The long term outlook for orcharding continues to be favorable for efficient 

 operations in connection with well located orchards, 



1957 will be the "on" year for apple yields in New England v/hich should cause 

 no concern in a year of record consumer income for those orchardists with a planned 

 sales program, 



F. E. Cole 



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