GEOWERS' NATIONAL MARKETING AGENCY. 19 



for prices wtdch would have meant a decided loss for all those 

 interested in cranberry production. 



This view is expressed by the general manager of the American 

 Cranberry Exchange m his annual report for the season : 



When we consider that the cost of production of a perishable food that is not a 

 prime necessity — a crop which must be sold while it is sound and in season — has 

 practically no influence on the sale price, the comparative proceeds obtained for this 

 crop, notwithstanding the serious sugar shortage and the intermittent and difficult 

 transportation conditions, seem to me to prove conclusively that a great saving of 

 waste and values was secured through cooperative distribution and advertising. 



Figure 5 shows the per capita consumption, by States, of cran- 

 herries shipped through cooperative organizations. It will be 



PER CAPITA CONSUMPTION OF CRANBERRIES 

 SHIPPED THROUeH COOPERATIVE ASSOCIATIONS 



Fig. 5. — There are immense possibilities in the way of increasing the consumption of cranberries. The 

 average per capita consumption in the United States for the season 1920-21, based on the cranberries 

 shipped through the exchange, is sUghtly over one-fourth of a pound. Since the exchange handled 

 approximately 65 per cent of the total production, the total per capita consumption was less than 

 one-half pound. Surely a per capita consumption of one pound of cranberries yearly is a conservative 

 possibility. A reaUzation of this possibiUty would mean over twice the present average yearly pro- 

 duction. 



noticed that Minnesota has the highest record with a little over 0.8 

 pound per person. This low consumption rate mdicates that many 

 people, even in the States of highest per capita consumption, eat no 

 cranberries whatever. Hence the great possibilities of increasing 

 consumption is readily appreciated. Advertising is one of the 

 mediums through which this possibility may be realized. 



COOPERATION WITH THE TRADE. 



Since the association markets its product through regular whole- 

 sale and retail channels, the good will of the trade is a vital asset. 

 It must be admitted that the dealers (jobbers, retailers, and their 



