Finding a Market. 463 



to determine the especial types and brands of fruit 

 which the consumers in that market require. It is 

 generally true that the fruit-grower raises whatever 

 comes handy, and sells it if he can. It would be 

 better business to determine what the market is 

 likely to demand, and then to grow the article that 

 is wanted. The essence of modern trade is the 

 specialization of business and the individualizing of 

 the consumer. The person who has much fruit of 

 good quality to sell should begin to look up his 

 markets some weeks in advance of the market sea- 

 son ; and he will ordinarily do well to sell some- 

 what by sample. Regulation packages, with his ac- 

 customed grade of fruit, may be sent here and there 

 to dealers and consumers, to represent the product 

 which he has for sale. Much of the success of 

 this type of" marketing depends upon the quantity 

 which the grower can provide. Dealers ordinarily 

 demand that the grower furnish them with stated 

 quantities of stated varieties ; and if the grower 

 cannot do this he may be unable to hold his cus- 

 tomer, and must simply meet the vagaries of an 

 incidental trade. The grower or shipper should 

 notify his dealer in advance as to the amount 

 and quality of fruit which will be likely to reach 

 him at any given time. The dealer is then able 

 to inform his customers and to find an outlet for 

 the product. It should be remarked that this 

 matter of finding a market is a perennial enter- 

 prise ; that is, it is one which must be renewed 

 every year, for the market of one year may not 



