74 



ANNUAL REPORT 1920 AND 1921 



In collecting facts for this paper I obtained the views of sixteen of the 

 largest growers of avocado fruits as to their idea of a marketing organization. 

 Their replies, with one exception, were in favor of a marketing organization. 

 Eleven were in favor of the co-operative plan, four did not commit themselves 

 and one was against it. The argument advanced by the one who was not in 

 favor of a marketing organization was that the condition of the industry at this 

 time did not require it as was the case when the California Fruit Growers' Ex- 

 change was organized. The growers of citrus products were producing large 

 quantities of citrus fruits and were getting nothing for it and the situation 

 demanded a radical change. 



Let us admit for argument that the situation at present is not to be compared 

 with the situation facing the citrus growers, at the time their organization was 

 formed, but their situation was the result of an evoluton from the conditions 

 which are similar to the avocado growers' now ; that is, the demand was equal to 

 the supply in the start but had gradually fallen behind. Also the methods of 

 distribution had become inefficient. That is just the situation which the avocado 

 growers should not allow to take place before they form an organization which 

 they know will be of benefit to them for all future time. It will take at least one 

 or two seasons of actual experience before the organization is in smooth running 

 order. By that time it looks as if the situation will be such that the growers 

 would rise en masse and demand that this method be adopted, if it is not started 

 now. 



It is unreasonable to expect all growers to look after the marketing of the 

 product as well as the production of it. In fact, it is impossible for them to do 

 so. Past experience has proven that. 



Right here I would like to quote one of the arguments used by a grower 

 who is in favor of the co-operative method. He says: 



*'No member can logically object, but should loyally support it, for one 

 of the constitutional purposes of the California Avocado Association is the mar- 

 keting of the avocado. Second, the grower of the fruit, especially the expensive 

 avocado, cannot conveniently attend to the distribution any more than can the 

 chef act as salesman in the dining room or engage in tray service. He 

 must entrust even his finest creations into the hands of others for distribution, 

 even though the usually nimble waiter should some time accidentally empty it 

 down the front of some diaphanous gown or saturate a swallowtail. So any 

 organization we can form may make mistakes, but in the main the service will 

 be a boon to the comprehensive avocado grower." 



The replies received from a number of the growers indicate they are under 

 the impression that the facilities of the Calfornia Fruit Growers' Exchange 

 could be used by the avocado growers for the distribution of their fruit, when 

 eastern shipments become a necessity. I am unable to state how this opinion 

 became so universal in the minds of the growers, but presume it was because so 

 many citrus growers are also avocado growers and that their influence could be 

 brought to bear to secure such an outlet for the avocado. 



It is questionable whether the Exchange's facihties are best for the handling 

 of avocados as their selling force has been trained to handle citrus fruits inclusive 

 and are not familiar with the avocado. I understand the Avocado Association 

 has made some effort along the line of affiliation with the California Fruit 

 Growers' Exchange, but I believe there have been no results secured. The men 

 who are prominent in the California Fruit Growers' Exchange are very willing 



