GROWERS NATIONAL MARKETING AGENCY. 



25 



What are the more important factors making up the demand for 

 cranberries and how can they be influenced ? Demand is influenced in 

 a large measure by weather conditions during the selhng season (cool, 

 crisp weather is conducive to increased consumption) ; the supply of 

 other fruits which may readily be purchased in place of cranberries ; 

 the supply and price of sugar — a primary consideration; the ability 

 of the consumer to purchase, as reflected by the prosperity of the 

 people in general; the good- will attitude of the trade and the public 

 toward the fruit. 



Certainly growers, neither individual nor organized, can hope to 

 exercise control over the weather conditions during the seEing season, 



CRANBERRIES 



PRODUCTION AND PRICES 



1907 - 1920 



AVERAGE PRODUCTION ALL YEARS =100 AVERAGE WEIGHTED PRICE ALL YEARS = 100 



INDEX NO. 

 150 



1 40 



130 



120 



1 10 



100 



90 



80 



70 



60 



50 



r 

 ( 

 ( 























» 







NDEX NO. 

 150 



1 40 



130 



120 



1 10 



100 



90 



80 



70 



60 



50 

 3 





















/ 



\ 

 \ 





1 



1 















/ 



\ 





/ 



\ 

 \ 





1 

 1 















/ 



\ 





/ 



/ 





\ 



1 

 1 



y 



k / 





K 







/ 



\ 



/ 



\/ 





/ 



\ 



f 



\ / 

 \ / ' 



AVER A 



ge\» 



^y 





/ 



\ 



/ 



\ 





/ 



\ 



f 



i 





/^ 



^ > 



'-- 



\ 



\ 



/ 



\ 





/ 



\ 



\ 



i\ 



^ 



/ 







\ 



V 



/ 



/ 





\ 





/ 





V 



.^ 









\ 



\ 



/ 





\ 



/ 



( 





\ 



' 











\ 



\ 



/ 





\ 



/ 

































1908 

 1909 

 1910 

 1911 

 1912 

 1913 

 1914 

 1915 

 1916 

 1917 

 1918 

 1919 



Fig. 6. — The wide fluctuation in cranberry production indicates that the cooperative associations exercise 

 little or no control over quantities produced. During the two seasons just past, the price has not 

 decreased in the same degree that production has increased. A 95 per cent crop brought a price ranging 

 from 15 to 50 per cent above the average. 



the supply of competing fruits, the price of sugar, or the prosperity 

 of the consuming public. Hence it requires no argument to point 

 out that the growers' associations have no monopolistic grasp on 

 prices by reason of their control over the factors of demand. The 

 associations do attempt to secure the good will of the dealers handling 

 their product and also the good will of the public consuming it, 

 which are worthy objects. 



The good will of the consuming public is the most valuable asset 

 the cranberry growers can possess as an aid to the successful market- 

 ing of their fruit. This good will must be secured and retained. It 

 is for this reason that an unduly high price on cranberries is a matter 



