128 COOPERATIVE MARKETING 



fruit they obviously must have some agency in touch with 

 market conditions to advise them what sizes and varieties 

 to ship, when and in what amounts to ship, and where to 

 bill the cars. For this advice they look to their district 

 exchange, taking the view that they can get these services 

 performed and secure this information more cheaply and 

 more efficiently through the district exchange than by at- 

 tempting to furnish them for themselves. Since the cost 

 of the district exchange averages slightly less than one cent 

 a box, very little additional marketing efficiency need be 

 contributed to more than recoup this expense. But slightly 

 better judgment in distribution or the times of shipment 

 may add lo cents to the price of each box sold, and the 

 believers in the district exchange system are convinced that 

 the exchange costs immensely less than it adds to the re- 

 turns of the associations. 



A brief quotation from an annual report of one of the 

 district exchanges which stands for a strong policy on the 

 part of the exchange, that is, for a large delegation of 

 power by the packing associations, may throw this whole 

 controversy into sharper light: 



The . . . Fruit Exchange is your Selling Agency to 

 which you look for advice as to the Time and Place of 

 shipment and whom you hold responsible for your financial 

 returns. 



As you do this you should give them correct estimates of 

 your crop, deliver the fruit in good condition, well graded, 

 and in such sizes and volume and at such times as they de- 

 sire it. You cannot pick undesirable small off-sizes when 

 there is no demand for them, nor ask them to market your 

 crop at a time when conditions are unfavorable, and still 

 hold them responsible for the financial returns. 



It is the aim and duty of the Management to sell your 

 crop for the most money that can be obtained for it. To 

 do this they must have accurate data as to the amount of 

 fruit to go forward and have it properly picked, packed, 



