COOPERATION 373 



most progressive members of the community. The manager 

 should be the best man obtainable, regardless of the expense up 

 to the limit of the association. An inefficient, poorly paid manager 

 will do more harm and cost more in the end than a good man well 

 paid and satisfied. The manager should have a broad view of the 

 apple markets of the world and should be businesslike, keen, alert, 

 forceful, and resourceful. 



Relation of members to cooperation. The members should stand 

 back of their officers, and particularly their manager, to the last 

 man. This is very important if success is to be obtained. Each 

 member should attend meetings and feel that the time to speak 

 out is at the meetings and not afterwards. 



Advertising. It is highly important that as soon as possible 

 after organizing, a plan of systematic advertising be inaugurated. 

 It is less expensive and more effective to advertise one unit, such 

 as an organization, than to advertise a dozen or more individuals 

 in a locality. The fruit has definite brand marks, probably not 

 more than two or three for apples, although there may be several 

 varieties for each brand. By advertising a particular brand, it soon 

 becomes fixed on the market, and if the apples are of high grade, 

 both dealers and consumers look for this particular brand when 

 buying. This habit is especially noticeable in the case of various 

 breakfast foods and other well-advertised products. The con- 

 sumers are educated by systematic advertising to demand the par- 

 ticular brand. Apples may be as successfully brought before the 

 public if organized, systematic advertising, backed up by quality, 

 is undertaken. 



Growers' and shippers' organizations. Organized primarily to 

 obtain high prices in sales and low prices in purchases, the 

 growers' and shippers' organizations formed in many places are 

 working satisfactorily. 



Spraying materials, such as copper sulphate, lime, sulphur, Paris 

 green, arsenate of lead, and Black Leaf 40, all may be obtained at 

 a lower price if the individuals of a community lump their orders 

 in a local organization. A large order always demands a lower 

 price, and the freight charges per hundredweight are less on a 

 car lot than on individual orders. Spraying rigs, hose, baskets, 

 boxes, barrels, ladders, labels, house foodstuffs, feed for stock, and 



