ACTUAL RESULTS IN CALIFORNIA 165 



It should be distinctly understood that the California 

 Fruit Growers Exchange and not the local associations 

 owns the Sunkist and Red Ball brands. The central ex- 

 change, while owning no fruit, allows member associations 

 to add the Sunkist or Red Ball trademark to the wrappers 

 in which fruit that comes up to a specified standard is 

 packed. For seeing to it that associations live up to the 

 grading requirements, the field department of the central 

 exchange is responsible. The privilege of using the Sun- 

 kist brand is another inducement to growers and associa- 

 tions to improve the quality of their fruit so as to have as 

 large a percentage as possible of their total shipments ad- 

 mitted to the advertised brands. For the expense of ad- 

 vertising is assessed as a flat rate against all boxes sold, 

 hence houses with poor fruit receive less benefit than their 

 more efficient competitors. During recent years the Ex- 

 change has spent annually some $200,000 in advertising, 

 but this only amounts, when distributed, to one and one- 

 half or two cents a box. 



A second method employed for increasing the consump- 

 tion of citrus fruits is opening up ne w m arkets. There 

 are numerous towns and villages that are potential con- 

 sumers of citrus fruits, but they cannot absorb carload 

 lots. Under the old methods the demand of the smaller 

 places was not supplied, for the California shipper was 

 compelled to send his cars to a very limited number of the 

 larger markets where there would be the most assurance 

 of disposing of his commodity. Under the exchange sys- 

 tem small consignments are furnished to the trade of any 

 town as the demand occurs, the half car, or whatever 

 amount is required, being supplied through the nearest 

 agent of the exchange. At present 2,500 car lot jobbers, 

 who employ 7,500 travelling salesmen, buy the fruit from 

 the growers' agents, divide the cars and reship wherever 



