"-^AEKETI]S3"G AXD DISTEIBUTIOaST OF WESTERN MUSKMELONS. 19 



to an oversup]3lied market, but to the unmerchantable quahty of 

 the goods. The figiu'cs presented are founded, first, on returns 

 secm-ed m 1915; second, on the quahty of goods sold m each market; 

 and, finally, on the opinion of dealers of long experience whose knowl- 

 edge of conditions extends over many seasons. It is believed that 

 these figiu'es are the most nearly accui'ate which have been worked 

 out. The estimates of consuming capacities of southern markets 

 are based only on conditions prevaihng in the early part of the season 

 before local competition commenced. 



It is possible that consuming capacities in succeeding years may be 

 a trifle larger, as it must be remembered that during the Imperial 

 VaUey season in 1915 market conditions were not favorable to the 

 consumption of muskmelons. The largest crop on record was moved 

 in a season beginning nine days later than in 1914, when the next 

 largest crop was moved. The weather in the eastern markets during 

 this period was the coldest and rainiest known for many years. The 

 only favorable feature was the unusually poor quality of the bulk 

 of southern melons which came on the market in competition with 

 Imperial VaUey stock in July. 



By referring to Table Ait may be seen that receipts in most markets 

 frequently have surpassed the estimated consuming capacity, and 

 the result was necessarily a net loss to the grower. This may be 

 avoided to some extent by efficient distribution, but there have been 

 times each season when, due to extremely heavy shipments, practi- 

 caU}'- aU the available markets of the United States have been over- 

 supplied. 



The chart shown in figure 1 represents graphically the daily ship- 

 ments of 1913, 1914, and 1915. The heavy line drawn across the 

 page at 148 cars represents the estimated maximum daily profitaUe 

 consuming capacity of the United States. When the movement 

 exceeds this number of cars, growers should restrict their shipments 

 or be prepared to stand a loss, since muskmelons can not be stored 

 successfully. It will be seen that at various times in the past three 

 years the total shipments have amounted to more than the total 

 estimated consuming capacity of the entire United States. 



It must not be imagined, however, that the estimates contained in 

 this bulletin represent the ultimate consuming capacity of the indi- 

 vidual markets in any case or of the United States as a whole. Much 

 opportunity exists to broaden market outlets and to develop the 

 consuming capacity of the mark<its now in use. Table 7 lists 

 the total quantities of Imperial VaUey melons consumed by the 

 various markets in the United States in 1914 and 1915. A study of 

 this tabl<5 shows that some 20 new markets that had never before 

 reff'ivcd f-arloads received direct shipments of muskmelons in the 



