SELLING AGENCIES 171 
men are interested only in doing business and thus ob- 
tain their commission for the sale of the fruit. They have 
no vital connection with the producing end, and they 
are not acquainted with the problems which confront the 
grower. Also, the individuals who can work their per- 
sonality’ into something of importance are very rare. 
A few instances only can be mentioned where fruit is 
concerned. 
On the other hand, the organizations which have be- 
come of importance are numerous. The reason for this 
is obvious: That no one individual grower can produce 
large enough quantities or varieties of fruit to attract 
attention of a very wide market. Hence, his brand, 
which may be excellent, cannot be known over a very 
wide area. Exchanges handle sufficient quantities of 
fruit to make impressions on large markets and can af- 
ford to advertise so the consumer will know and under- 
stand their brand. In this way the individuality of the 
brand or grade of fruit becomes the important thing, 
rather than of the person who is growing or producing 
the fruit. 
Making an outlet for surplus is perhaps the most im- 
portant of the three advantages. There is no question 
in most producers’ minds but that he gets the best 
results if he can sell his fruit at home, but in many 
cases the home market is limited. Hence, the only re- 
sort left is to ship to the commission houses. These will 
gladly handle his surplus and get out of it what they 
can. 
The disadvantages of commission houses are purely 
questions of business and may be enumerated under the 
following head: (1) Honesty of the commission men. 
