Individuals can make considerable progress in reaching these objectives, 

 particularly in local areas, but are restricted by situations which exist within 

 the industry. Even the most progressive individuals are handicapped 25(; or 50c 

 or more, year in and year out, by the situation prevailing at present in the 

 market. Success in reaching all three of these objectives requires the concerted 

 effort of a major part of the industry. A state grading law provides an oppor- 

 tunity to do something about them. 



1. Advertising and many other forms of sales promotion are essential to a 

 profitable business today. It is not enough to grow a good apple. The public 

 needs to know that they are available and where, and that apples provide some 

 very good eating. The public needs to know that apples are a good food as well. 



The base of all successful advertising in the long run, and mostly in the 

 short run, is a product with strong consumer appeal. Success is achieved when the 

 product supports the advertising and creates a buying response to the neptt adver- 

 tisement. A food product which is not completely dependable in either appearance, 

 internal quality or condition tends to kill its own advertising. Few advertisers 

 can succeed on a basis of the first purchase only and no industry can develop on 

 this basis. The packing of apples, according to known standards, can help to in- 

 crease the yield from the money spent in advertising and sales promotion. 



A grade standard and a packer's good name are twin identifications to make 

 advertising pay off. 



2. Any industry which has an insufficient number of outlets for its product, 

 has to take the price of the insufficient number of buyers where the supply is 

 greater than their needs and the game is merely one of not being under-bought by 

 anyone. An apple industry with an inadequate number of outlets cannot retain 

 price initiative. 



Outlets are developed on the basis of a dependable, money-making pack. 

 Apples packed according to a minimum standard of appearance and identified with 

 a packer's name, indicating condition and eating quality, are a better buy than 

 a pack without either or both of these identifications. 



The number of outlets may be increased by extending the selling area and 

 making the pack available to a greater number of buyers within the existing selling 

 area. Appearance and condition standards are essential in making this sale to 

 new buyers a profitable one. The buyer who tried and gave up because of appear- 

 ance or condition or lack of dependability, has to be convinced that something new 

 has been added. He then may be induced to try again. His repeated buying is 

 determined by the profit making qualities of the pack and how easy it is to buy. 



An area reputation for good apples in a good pack is of tremendous help in 

 getting new customers and reconvincing old ones that the product offers a chance 

 to make money. An area reputation can be built when a major proportion of the in- 

 dustry is together, in putting out a pack with high consumer appeal. 



Established standards, used by the entire industry, can be of substantial 

 help in developing outlets both inside and outside of the present selling area. 



