- 11 



PHYSICAL INJURY - broken skin and bruises - has been the chief reason 

 for low scores. 



Apples, too green and too ripe, have hurt sales. Lack of adequate sizing 

 Is also a handicap. 



LOSS OF GOOD MARKET ACCEPTANCE DUE TO PHYSICAL INJURY, LACK OF CONDITION 

 AND POOR SIZING IS PREVENTABLE . 



More care in handling is all that stands between Massachusetts growers 

 and as fine a grade and pack as put out anjrwhere. Improvement in handling is 

 vital to improved consumer pcceptance and improved net returns. This improve- 

 ment is within the reach of a determined industry .. All that is necessary is the 

 will to do it. 



F. E. Cole 



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



STORED SUPPLIES ^ 



The October 15th storage figures are known to the industry. By the time 

 this is read, the November 1st storage figures will be available. The selling 

 job is defined. 



In order to avoid "too many, too ripe, too late" at least 85% of the 

 standard storage supply should be sold by the time CA apples hit the market in 

 volume. Those who have CA apples might say 100% of standard storage apples 

 should be sold at that time. Then CA apples need to move right into consumption 

 at a steady rate in order to be sold to full advantage. 



With 15 weeks of selling between October 15 and February 15 and 14 weeks 

 of selling between February 15 and Memorial Day, the selling job is outlined by 

 weeks . 



With 702,000 bushels (Massachusetts) in standard storage on October 15, 

 a simple division by 15 means an average movement of about 47,000 bushels a 

 week from standard storage. With 473,000 bushels in CA storage, a simple 

 division by 14 means an average movement of nearly 34,000 bushels a week. As 

 all weeks do not have the same selling potential, it would seem that sales of 

 standard storage apples should approach 60,000 bushels in some weeks and CA 

 apples should approach 50,000 bushels in some weeks. 



A close watch of movement out of storage appears to be necessary if the 

 operation is to secure the greatest net returns. 



Out of storage movement is the most valuable guide as to the happy 



