200 MODERN FRUIT MARKETING 
the cost of distributing the fruit to the consumer be- 
cause of the greater efficiency in handling the market- 
ing at selling end. There is no longer any question but 
what cooperative fruit-selling associations are a desir- 
able institution and in many places an absolute necessity. 
All of the fruit growers on the Pacific Coast will say 
that were it not for their methods of standardizing the 
packages and being able to guarantee these to the 
Eastern buyers, they would never have been able to 
develop the fruit industry on the Pacific Coast. While 
the organizations have not always proved a financial suc- 
cess this was to be expected, because they represented a 
new industry and the methods and details of manipula- 
tion had to be gradually worked out to fit the needs of 
each different locality. 
The benefits of cooperation in fruit selling can be 
more or less definitely summed up under the following 
heads: (1) They enable the small grower to ship in car- 
lots. (2) They distribute the crop to prevent congestion 
upon the market. (3) They have enabled growers to 
establish standard brands. (4) They have made possible 
better business methods in handling the produce. (5) 
They make possible the use of less important varieties of 
fruits. (6) They allow better equipment for handling 
the crop. (7) They give an incentive for better care of 
the orchard. (8) They make a better market stability. 
There are also, as might be expected, a few difficulties 
in the workings of the cooperative organizations. Some 
of these are more theoretical than practical, but still there 
is a more or less well-founded objection to the fruit- 
selling organizations. One objection usually advanced is 
that independent growers get the benefit. That is, people 
