10 



** People buy products that are not absolutely necessary 



because they like them 

 because they produce satisfaction 

 food products, because they are good to eat 



because they can buy them and use them at their 

 convenience and feel that they get their money's 

 worth. 



** A broken skin on an apple provides easy entrance for molds and rots. 



The flesh of an apple, behind a hole thru the skin, is an ideal place 



for many molds and rots to develop. 

 Room temperature is well suited to develop molds and rots at a rapid 

 rate. 



** An apple with a broken skin is an apple with a hole in it. 



** At room temperature, even a fresh puncture is a rotten spot in a week or ten 

 days. Such an apple is not a sales-promoting product. 



** Eaten when fresh, the stem puncture is hardly noticeable to those who handle 

 apples. To consumers it is damaged goods . 



** No amount of pooh-poohing the damage by a grower has any effect on a consumer. 

 No excuse as to why is accepted by a consumer who has paid money for good 

 apples. 



** An apple with the tag "Fancy" or "Number 1" is not an apple with a hole in 

 it. These labels do not mean "damaged goods" to a consumer. "Utility" is 

 a better classification! 



** Selling an apple with a hole in it is tampering with the most valuable asset 

 an apple grower can have - consumer confidence in the product. 



SO, apples with holes in them are of concern to growers, 



those who are concerned about consumer acceptance and net returns, that is, 



F. E. Cole 



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



AN ENCOURAGING THOUGHT 



In all of the studies made of Massachusetts apples, in packing houses, on 

 the market, in retail stores and on roadside stands, there have been very few 

 instances of apples being out of grade for insect or disease damage, russet or 

 similar type of injury. 



There have been differences of opinion in regard to color and some mis- 

 understandings in regard to shape. 



