196 MODERN FRUIT MARKETING 
each year for advertising and have found that it pays 
to advertise fruit, as well as a pure food manufacturer 
finds that it pays to advertise his particular food. The 
business of advertising is as important to the fruit- 
selling business as it is in manufacturing. In almost 
every paper and magazine of consequence will be found 
advertised the brands of oranges or the sun-cured raisins 
grown on the Pacific Coast. The Southern states grow- 
ing quantities of vegetables or fruit have also resorted to 
various means of advertising. The Eastern states have 
done this only in a limited way, but are gradually com- 
ing to realize the importance of this branch of the in- 
dustry. 
Selling Department of exchanges is probably the most 
important division of the work. Selling agents have to 
be stationed in the larger cities of the East and, in 
some cases, in the foreign markets as well. Each one 
of these agents is advised of the contents of each ware- 
house in the local organization; how much fruit there 
is to be disposed of; about what time it should be placed 
on the market; and where prices are pre-determined by 
the management of the exchange, these are also given to 
the sales agents. The larger exchanges have their own 
salaried agents in the field. Some of the smaller ex- 
changes cooperate with the larger ones, making use of 
the information and knowledge of their organization. 
In still other cases some of them sell altogether through 
subsidiary organizations which handle only that part of 
the work. The methods of selling will be taken up in 
detail later. 
Purchasing Department.—The last department which 
the exchanges have subdivided themselves into is what 
