CALIFORNIA AVOCADO ASSOCIATION 



49 



this development will be more rapidly ascertained by securing and utilizing ade- 

 quate individual tree records than by any other m«ans with which I am familiar. 

 PROPAGATION OF SUPERIOR VARIETIES 

 The selection of varieties for commercial planting will depend upon many 

 considerations amongst which the following may be mentioned. These conditions 

 are not stated in the order of their relative importance but rather in the way they 

 occur to the writer. 



( 1 ) Quantity of fruit. Other things being equal a regular heavy produc- 

 tion of fruit is of primary importance. 



(2) Season of ripening. While I do not know that any one season is 

 better than another for the marketing of avocados at the present time yet it seems 

 likely that such will eventually prove to be the case. My reason for believing 

 this is based upon experience with other crops. For example, the California 

 grapefruit crops can only be marketed successfully in the East by avoiding compe- 

 tition with the Florida crop and by keeping out of the market largely during the 

 cantaloupe season. As with the grapefruit, California avocados are bound to 

 compete with the Florida avocados and are also likely to compete at some season 

 with other crops used for the same purpose. 



(3) The size of fruits. The best commercial size of avocados has not 

 been determined so far as I know. Up to this time the larger sized individual 

 fruits seem to bring the most money. With other crops such as oranges, grape- 

 fruit, lemons, and potatoes the medium sized fruits seem to be the most valuable 

 for conmiercial marketing. Extremely large as well as very small fruits in these 

 crops are likely to be discounted in the market if offered in any considerable 

 quantity. With the avocado, however, some factors may be involved which will 

 prove that the avocado is an exception to this rule. However, it seems likely that 

 when commercial crops of avocados are produced in large quantities the fruits 

 of medium size will prove to be the most easily sold. If so this consideration 

 should be given careful thought by those preparing to set out commercial orchards. 



(4) The appearance of the fruits. The outside or external appearance, 

 as well as the inside of the fruit are important considerations in r~' .eting most 

 food products. A distinctive appearance of the fruit should be < iluable char- 

 acteristic of an avocado variety. The navel is a valuable factor in marketing 

 the Washington navel orange crop. The bright red color of the fruits of several 

 apple and peach varieties is an invaluable asset in marketing these crops. It may 

 be that a striking and distinctive appearance of avocado fruits may prove to be 

 an important factor in establishing and maintaining a market for such fruits! ' 



(5) Eating quality. It has often occurred to me that the food value of 

 the avocado has not been fully emphasized from the standpoint of marketing 

 the fruits. I do not know of anyone having questioned the food value of this 

 fruit, but the facts, as to its high food value, are not generally known. But food 

 value alone does not as a rule market the crops. People usually buy fruit because 

 they like to eat it, although I think that there is an increasing consideration of 

 food values since the war. In other words, fruit usually sells because of its eating 

 quality. Fortunately the avocado combines both eating quality and food value. 

 Personally, I eat avocados because I like them, crave them, and if available I 

 would eat them regularly. On the other hand I liked them and purchased them 

 whenever possible long before I knew that they had any food value. 



(6) Shipping quality. Different avocado varieties produce fruit having 

 different texture of rind and flesh. Some are better adapted for packing and 

 shipping to market than others. If a variety of avocados is grown for the pur-- 



