short of consumer needs. Balancing out the figures for New England, we 

 find about 600,000 bushels more than the area can consume at the 30 lbs. 

 rate . 



New York, with a population of 16.8 million and an average produc- 

 tion of 21,000,000 bushels, has 8 1/2 million more bushels than can be 

 consumed in the State. On the other hand. New Jersey needs 2 1/2 million 

 bushels more to meet the supply required at 30 lbs. per capita. There- 

 fore, the 8 state area produces about 6 1/2 million more bushels than 

 will be consumed by the population in this area. This quantity represents 

 about 20% of the average crop and we must remember that it is based on 

 the assumption that no other supplies come in from the outside. 



How big a market do we need for 6 1/2 million boxes of apples? This 

 represents about 8,200 car loads (800 bu. per), which would supply a mar- 

 ket the size of Boston for 8 months. Perhaps this partly explains why 

 we are in markets such as Miami, Tampa, Washington, D. C, Philadelphia, 

 Cleveland and other points west. 



Creating Demands for Apples 



Assuming that more apples can be consumed in New England and New 

 York, where would we expect it to occur? Before finding an answer, I 

 believe we have to re-state our over-simplified statistical finding "that 

 30 lbs. is the average per capita consumption for apples". This is not 

 a measure of demand for apples. It is simply a statistic; therefore, we 

 may assume that: 



Some people eat more than 30 lbs. per year 



Some people do not eat apples 



Some people use only apple products 



Some people know all about apples 



Some people seldom see them. 



Perhaps we can assume that farm people do consume more than city 

 people. It may be that there are far more people who know less about 

 apples today than ever before. Basing this on the facts of the popula- 

 tion explosion and the decrease in farm population, this assumption has 

 some validity. 



To increase demand for apples, it appears to me that we need to 

 reach consumers in the large urban and metropolitan areas. None of these 

 areas are in the 3 northern New England States. For instance, metropol- 

 itan Boston has more people than all of Maine, Vermont and New Hampshire 

 combined. 



Two cities, Hartford and New Britain. Conn., have more people than 

 the State of New Hampshire. 



The metropolitan area of Springfield, Chicopee and Holyoke has 

 100,000 more people than all of Vermont. 



