58 COOPERATIVE MARKETING 



of the Southern California Fruit Exchange. It is almost 

 invariably to the California Fruit Growers Exchange that 

 people refer when they talk about the California system 

 of marketing. With the ground cleared by this review of 

 the business necessities which induced the growers to co- 

 operate and by the sketch of the various methods of or- 

 ganization attempted before they worked out what appears 

 to be a permanent form of cooperation, we may proceed to 

 an analysis of the structure of the exchange system. 



