Finding a Market. 463 
to determine the especial types and brands of fruit 
which the consumers in that market require. It is 
generally true that the fruit-grower raises whatever 
comes handy, and sells it if he can. It would be 
better business to determine what the market is 
likely to demand, and then to grow the article that 
is wanted. The essence of modern trade is the 
specialization of business and the individualizing of 
the consumer. The person who has much fruit of 
good quality to sell should begin to look up _ his 
markets some weeks in advance of the market sea- 
son; and he will ordinarily do well to sell some- 
what by sample. Regulation packages, with his ac- 
eustomed grade of fruit, may be sent here and there 
to dealers and consumers, to represent the product 
which he has for sale. Much of the success of 
this type of marketing depends upon the quantity 
which the grower ean provide. Dealers ordinarily 
demand that the grower furnish them with stated 
quantities of stated varieties; and if the grower 
cannot do this he may be unable to hold his cus- 
tomer, and must simply meet the vagaries of an 
incidental trade. The grower or shipper should 
notify his dealer in advance as to the amount 
and quality of fruit which will be likely to reach 
him at any given time. The dealer is then able 
to inform his customers and to find an outlet for 
the product. It should be remarked that this 
matter of finding a market is a perennial enter- 
prise; that is, it is one which must be renewed 
every year, for the market of one year may not 
