-9- 



The seven panel members made the following recommendations for making the 

 most of the coming marketing year: 



1. Grow the very best apples possible. 



2. Shop around, but buy the best cartons. 



3. If you are going to build a C.A. room, build a good one. 



4. Be choosy about the apples that go into C.A. storage. Do not wait until the 

 last minute to fill room. Put in good, firm, red apples. Spread the season. 



5. 



Cool apples fast. Load C.A. room fast. Put the apples into storage the day 

 they are picked or the very next morning. 



6. Make the packing job more efficient. Quality packs help to keep the business 

 going. If you put up quality grades, you can sell the apples. Pack and sell 

 to keep the unit price up and do not down-grade the pack to a price. Find 

 better packages for Fancy apples. Develop refrigerator containers. 



7. Do a better job of grading. Sort out the blemishes and keep froro bruising. 



8. Let's start selling as soon as we have apples to sell. Pack and then start 

 selling. Start to sell as soon as you start packing and then keep right on 

 selling. 



9. Set a realistic price on your apples and then push sales. Keep selling. Do 

 not let the stores crowd you on the price. Sell to the stores on the basis 

 of quality and service. If you sell to stores on price, you are lousing up 

 the market. Sell with courage. Get your margin. Protect the middle man's 

 price. Sell to chains at firm prices. More vociferous selling. Stop price 

 cutting. Price cuts do not always lead to more volume. 



10. Sell good, sound, firm apples while they are still good. 



11. Go looking for outlets. Better service to retailers. More training for 

 retailers in handling apples. Take care of your good customers straight 

 through the season. 



12. Give the consumer what she wants - what she will buy and take home in volume. 

 Keep customers satisfied in order to hold prices. Sell apples in better con- 

 dition. Take care of complaints. Keep good apples in front of consumers all 

 of the time. See our apples right through to the consumer. 



13. Do everything we can to have improved market facilities in Boston. It is very 

 important to us price-wise. City wholesale prices are key prices. 



14. Maintain the price on Certified Sweet Cider and sell more of it. 



15. Do the whole job of harvesting, storing and selling better. 



16. Do more advertising. 



The above list of recommendations emphasizes that good marketing is a whole 

 series of things done well. There was a wholesome, constructive and optimistic 

 attitude on the part of panel members. "Selling security into the industry" was 

 stated to be a pracitcal goal and within the reach of a determined industry, 



— F. E. Cole 



