86 MODERN FRUIT MARKETING 



The third consideration is of more importance than 

 the others in so far as commercial fruit growing is con- 

 cerned. The term "over-supply," as here used, refers 

 not necessarily to the amount of fruit produced but 

 to the quantity that is offered for consumption at any 

 one time. 



The terms "over-supply" and "over-production" are 

 often used synonymously, but incorrectly so. There may 

 be very much more fruit offered for sale than the people 

 want at any one time and yet far from a real over- 

 production. "We may say, in fact, that over-production 

 rarely, if ever, occurs, but over-supply is a very fre- 

 quent market condition. 



Most fruits ripen rapidly, and are grown over such a 

 large area that it makes an enormous quantity that must 

 be sold at one time. If all of this is rushed to the 

 large markets, there will soon be offered for sale more 

 fruit than can be consumed. If, on the other hand, some 

 well-organized plan is in vogue by which the over-supply 

 may be stored, then this can be spread over a much 

 longer time and hence an over-supply avoided. 



The prolonging of the period in which fruit can be 

 kept in good condition adds to its commercial value. 

 It gives the consumer a wider range to choose from, and 

 allows the use of fresh fruit the year around. Many 

 perishable fruits which normally would never reach the 

 northern markets are now possible because of the length- 

 ening of the keeping time by the use of cold storage. 



Requirements of Fruit for Storage. In order to store 

 fruit to the best advantage, certain requirements are 

 necessary: (1) Good fruit. (2) Proper handling. (3) 

 A control of the temperature. (4) A proper humidity 



