196 MODERN FRUIT MARKETING 



each year for advertising and have found that it pays 

 to advertise fruit, as well as a pure food manufacturer 

 finds that it pays to advertise his particular food. The 

 business of advertising is as important to the fruit- 

 selling business as it is in manufacturing. In almost 

 every paper and magazine of consequence will be found 

 advertised the brands of oranges or the sun-cured raisins 

 grown on the Pacific Coast. The Southern states grow- 

 ing quantities of vegetables or fruit have also resorted to 

 various means of advertising. The Eastern states have 

 done this only in a limited way, but are gradually com- 

 ing to realize the importance of this branch of the in- 

 dustry. 



Selling Department of exchanges is probably the most 

 important division of the work. Selling agents have to 

 be stationed in the larger cities of the East and, in 

 some cases, in the foreign markets as well. Each one 

 of these agents is advised of the contents of each ware- 

 house in the local organization; how much fruit there 

 is to be disposed of ; about what time it should be placed 

 on the market ; and where prices are pre-determined by 

 the management of the exchange, these are also given to 

 the sales agents. The larger exchanges have their own 

 salaried agents in the field. Some of the smaller ex- 

 changes cooperate with the larger ones, making use of 

 the information .and knowledge of their organization. 

 In still other cases some of them sell altogether through 

 subsidiary organizations which handle only that part of 

 the work. The methods of selling will be taken up in 

 detail later. 



Purchasing Department. The last department which 

 the exchanges have subdivided themselves into is what 



