-2- 



By the maintenance of high soil moisture level prior to the harvest season, Irriga- 

 tion during harvest can be kept to a tninimuin. This should help reduce the occur 

 rence of large, soft fruit and gray-mold rot, 



"-W, J, Lord 



I I I I I I I I I I I I I I I I 



ELEMENTS IN SUCCESSFUL MARKETING OF APPALACHIAN APPLES 



Taken from February issue — Virginia Farm Economics No. 157 



Adopted from the thesis of Robert 0. Grisso, "An Economic Analysis of the Elements 

 that Affect the Success of Marketing Apples in the Appalachian Apple Belt" Decembt 

 1958, by J,M. Johnson, Virginia Polytechnic Institute, 



Conclusions 



This study indicates some practices that producers might incorporate into 

 their operations to improve their ability to compete for satisfactory sales 

 outlets: 



(1) Rely more heavily on U.S.D.A. grading standards and discontinue use of 

 state grading standards. State grading standards that vary ixaax state to 

 state are confusing and misleading. 



(2) Put more emphasis on grading of fruit and strive to keep well within 

 tolerance rather than barely complying with the grade. 



(3) Reorganize the packing operations in order that the packs preferred by 

 the trade may be furnished, 



(4) Emphasize more strongly the marketing phase of the apple enterprise by 

 seeking out the more desirable buyers early in the season, granting them 

 the opportunity of knowing what the expected crop will be so that they 

 can adjust their operations accordingly. 



The size of the grower, his location in respect to markets, and time of 

 sale have effects on his ability to sell his apples to an advantage. However, 

 other factors, such as the reputation of the grower, the quality of fruit packed 

 and the flexibility of his operation in regard to complying with the buyers* 

 demands were also definitely factors related to success in marketing. Therefore, 

 it cannot be said that the small grower located in an area not considered to be 

 convenient to markets, or those not having storage facilities cannot stay in the 

 apple business and compete price-wise with his larger, more favorably located 

 competitor with storage facilities. These apparent handicaps may be overcome 

 by a reputation for a quality pack, advance arrangements for sales, and taking 

 full advantage of the local market for fruit. 



In our present-day dynamic economy, new ideas and technological advancements 

 are occurring almost overnight. If the Appalachian Apple Belt is to continue in 

 the competitive race. It will have to anticipate the new advances in production 

 and marketing techniques and adjust operations at a faster rate. 



— F. E. Cole 



