22 FRUIT HARVESTING, STORING, MARKETING 



preference goes to the unfittest. This matter is of such 

 fundamental importance that, of itself, it is capable of 

 overcoming all the theoretical advantages of coopera- 

 tive organization enumerated above. 



Cooperation has been successful in some cases; but 

 the writer does not know of any conspicuous instance 

 of such success, nor of any continuously successful 

 organization on any scale. 



VI. THE HOME MARKET 



To reach the general fruit market one has to grow 

 the varieties which the market demands. In supply- 

 ing the home trade one may cultivate the market to 

 take what he has to offer. This difference sometimes 

 amounts to a great deal. One may be able in this way 

 to lead his customers to buy those things which he can 

 produce most easily and profitably. 



For the most part, the greatest success in the home 

 market is reached when the fruit handled is of the 

 highest possible quality. A few customers who will 

 take an extra select grade at a fancy price are better 

 than many customers who are satisfied with a second- 

 rate fruit, but who will not pay more than the green- 

 grocer's price. 



Fruit should be supplied regularly to personal 

 customers in the home market. Buying fruit is merely 

 a habit in many families, and the habit is most readily 

 noticeable by its absence in the majority of households. 

 If the fruit wagon stops every Tuesday and Saturday, 

 or even once a week, the mere regularity of the visit 

 presently begins to sell some goods. 



Fruit should also be supplied continuously through 



