1 68 COOPERATIVE MARKETING 



upon the market at any season. Instead of a periodic lux- 

 ury citrus fruits have become a staple article of food during 

 the entire year. This result has been accomplished largely 

 by the continual emphasis which the exchange system had 

 laid on crops of good fruit with permanent keeping qual- 

 ities. In all of these efforts to increase consumption the 

 exchange has been working along sound economic prin- 

 ciples. It realizes that a large and steady consumption is 

 impossible unless good fruit is offered to the purchaser; 

 it further realizes that the most benefit will come to the 

 industry through large sales at moderate prices, and does 

 not deceive itself with the illusory hope of permanently 

 large sales at unreasonable prices. It is aware that every 

 reduction of cost means an expansion of consumption, so 

 it not only tries to perfect its own methods of growing, 

 packing and marketing, but tries also to help jobbers and 

 retailers reduce their costs. 



