i82 COOPERATIVE MARKETING 



But the so-called independent shipper has little scientific 

 control over his marketing. He may decide to ship a car 

 to a certain market, but he does not know how many other 

 shippers may decide the same day to bill cars to the same 

 market. Neither can he keep in very close touch with his 

 car while it is rolling, or handle diversions very skillfully. 

 Almost literally he sends his product out into the world 

 with the naive hope that it will be treated with forbearance 

 and consideration. 



Within the exchange system there is absolutely no at- 

 tempt to stifle competition, divide marketing territory or 

 gain other advantages through underhand methods. All 

 of the fruit grown by the members must be sold, and the 

 sole purpose of the entire cooperative system is simply to 

 distribute it in such a manner that it will bring the most 

 money to the growers. But marketing policy is controlled 

 not by one central body, but by seventeen district exchanges,- 

 117 local associations and fourteen contract shippers, who 

 represent 8,000 growers. Every local and every district 

 manager is trying to build up the reputation of his own 

 organization, and is trying to secure his own advantage 

 in all markets, although by so doing he may be involving 

 some fellow manager in difficulty or loss. Prices are not 

 fixed in any manner except by the demands of the market. 

 Each car sells on its own merits, and there is no attempt 

 to secure a uniform price for all brands of the same grade 

 from different houses. 



The price is a resultant of the quantity of fruit on any 

 particular market and the attractiveness of that fruit. At 

 one time poor fruit may sell for more than good fruit does 

 at another, but at any specified time on a given market cars 

 command prices according to quality. Thus superiority 

 is encouraged and inferiority is penalized, for shippers 

 whose output is known to be of high quality and good 



