MARKETING NEW HAMPSHIRE McIXTOSH APPLES 



15 



RETAIL DISPLAYS 



In 73 retail stores which displayed apples, citrus fruits, or both in 

 front windows in the November-March period, approximately twice 

 the display space was given to citrus fruits as to apples. (See Appen- 

 dix Table XII.) 



About half the retail stores included in this study sold Mcintosh 

 apples from the original box. and about one-sixth sold from display 

 bins or piles. The balance sold in both ways (Table 10). 



Table 10. Apple Sales from Original Boxes and from Stands 



No. records Per cent of stores 



Sales made from original box 



Sales made other than from original box 



Sales made in both wavs 



235 



100.0 



Samples were collected from lots sold in original boxes and those 

 displayed in other ways. Table 11 shows that fruit sold from the ori- 

 ginal box was in much better condition than fruit which had been re- 

 handled for display ; it was less bruised and showed on the average 

 only 58 per cent as much waste. 



Table 11. Coxditiox of Apples Displayed ix Original Boxes, 

 ox Staxds. and ix Bixs 



Per cent 



surface Per cent 



bruises waste 



Punctures 

 Number per 100 

 samples fruits 



Small bruises 

 per 100 

 fruits 



Large bruises 

 per 100 

 fruits 



In original box 52 

 Outside original 



box 63 



81 



81 



495 

 545 



110 

 178 



11.2 



6.4 

 11.1 



Consideration should be given 

 to the adoption of boxes more suit-" 

 able for display in retail stores — 

 such boxes to be returnable to the 

 grower servicing the store. Two 

 types of paper containers which ap- 

 pear satisfactory for store delivery 

 are shown in Fig. 12. One separates 

 each apple, and the other is used 

 with a wrapped pack. 



A very small per cent of Xew 

 Hampshire Mcintosh apples reaches 

 consumers in package form. In gen- 

 eral, consumer packages have been 

 rather expensive for use on a com- 

 modity such as apples. Further- 

 more, many of the packages de- 

 veloped have not displayed the 



CUWN 



Fig. 11. Average Gross Mar- 

 gin (per cext of selling price) ox 

 McIxtosh Apples Sold ix Differ- 

 kxt Types of Stores, 1940-1941 



