SELLING AGENCIES 171 



men are interested only in doing business and thus ob- 

 tain their commission for the sale of the fruit. They have 

 no vital connection with the producing end, and they 

 are not acquainted with the problems which confront the 

 grower. Also, the individuals who can work their per- 

 sonality into something of importance are very rare. 

 A few instances only can be mentioned where fruit is 

 concerned. 



On the other hand, the organizations which have be- 

 come of importance are numerous. The reason for this 

 is obvious : That no one individual grower can produce 

 large enough quantities or varieties of fruit to attract 

 attention of a very wide market. Hence, his brand, 

 which may be excellent, cannot be known over a very 

 wide area. Exchanges handle sufficient quantities of 

 fruit to make impressions on large markets and can af- 

 ford to advertise so the consumer will know and under- 

 stand their brand. In this way the individuality of the 

 brand or grade of fruit becomes the important thing, 

 rather than of the person who is growing or producing 

 the fruit. 



Making an outlet for surplus is perhaps the most im- 

 portant of the three advantages. There is no question 

 in most producers' minds but that he gets the best 

 results if he can sell his fruit at home, but in many 

 cases the home market is limited. Hence, the only re- 

 sort left is to ship to the commission houses. These will 

 gladly handle his surplus and get out of it what they 

 can. 



The disadvantages of commission houses are purely 

 questions of business and may be enumerated under the 

 following head: (1) Honesty of the commission men? 



