ACTUAL RESULTS IN CALIFORNIA 167 



deliver the articles and often extend credit to the buyer. 

 These things the retailer does. 



That each of these series of functions can be carried on 

 more cheaply when many products are handled than when 

 all the machinery has to be supported by one commodity 

 is obvious. But the question arises: Have jobbers and 

 retailers always worked out the most efficient and least 

 expensive methods for conducting their operations? With 

 great business acumen the Exchange turns its attention to 

 this question instead of trying to eliminate the middlemen. 

 Even though there has been considerable ill advised agita- 

 tion among the members to adopt the direct selling chimera, 

 the Exchange has calmly pursued its sound policy of con- 

 fining its efforts to enabling the jobbers and retailers to 

 reduce their costs and risk and thus handle citrus fruits 

 on a narrower margin. &cchangg,,j^yjerJising accelerates 

 the tm3ioyer._of its brands, thereby reducing the risk of 

 4eterioration. Jobbers are furnished with powerful selling 

 arguments in the shape of attractive, reliable fruit. Re- 

 tailers are helped to increase their sales by furnishing them 

 with window display material, by supplying them with 

 citrus arguments, and by showing them how to arrange 

 their fruit in a manner that will please customers." This 

 cooperation of the Exchange with the secondary distribu- 

 tors is an innovation in the field of fruit and produce 

 marketing. Such a procedure would be utterly incon- 

 ceivable for an unorganized industry. 



Fourth, the season for marketing as well as the territory 

 is materially extended. Although it is true that the great 

 bulk of the crop is moved from December to June inclusive, 

 California oranges and lemons may nevertheless be found 



^^ California Fruit Growers Exchange : Report of the General Man- 

 ager, 1914-15; cf. also Reprint, the California Fruit Growers Ex- 

 change, by G. Harold Powell. 



