36 



1916 ANNUAL REPORT 



things such as meats, etc., it is very evident to us that fruits are becom- 

 ing more and more a staple in all parts of the country and with all 

 classes of people. This is not a fad, I think, but a thing that is coming 

 to stay. This is true with our different fruits; and with your fruit — the 

 avocado — which is almost a staple food. It will be true when the time 

 comes that you can place your product before the consumer at a price 

 he can afford to pay. Create an appetite for the avocado, as you may 

 have to do — although such was not my experience — and you will find a 

 wonderful outlet for the production of an article of which you can be 

 proud and which will be of lasting good to the American people. 



I don't know that I have anything further to add. I assure you it 

 ii^ a great pleasure to speak to you and to see that so many good people 

 are interested in the preduction of the avocado. 



DISCUSSION 



Chairman: There has been considerable discussion on the matter ot 

 values of the avocado fruit, and some criticism as to the selling price. 

 We feel that this should be taken up and some expression given by the 

 Association. 



Mr. J. T. Whedon: Has there been any action in regard to the kind 

 of box to ship in and whether every individual should look after his own 

 market or do this through the Association? 



All of our other crops, such as walnuts, lemons, and oranges, are 

 handled through associations. Marketing was tried individually and 

 proved a failure. Co-operative marketing has brought success, and it 

 seems to me that we have started in on the right line and should have 

 some one looking after this part of our business. 



Chairman: The Association has attempted to prepare itself to do 

 that very work. Getting the proper package and proper trade-mark will 

 be two of the first things to be taken up. Of course, the market has been 

 such up to date that there has been no call for the aid of the Association. 

 The small, thin-skinned varieties that are not classified in any shape, we 

 cannot expect to market except in a general way. 



Mrs. McKay: How is the Association going to handle it? By a com- 

 mittee? In what way would they bring the work to a head? 



Chairman: That would be a matter for the consideration of the 

 Board of Directors. I should judge that when we have sufficient ship- 

 ments, w^e will have a committee of the actual shippers to decide on these 

 points. 



Mrs. McKay: I should like to know if it would be in order to 

 appoint a committee to find out how to use the avocado and have several 

 women assist the University in its research on the avocado. 



Chairman: I think that is a good suggestion. 



Mrs. McKay: It seems to me a woman could devise new sugges- 

 tions for using them. 



Chairman: Last year we did give this matter consideration to some 

 extent. We had some experiments conducted and issued a card giving 

 a number of recipes that seemed to be especially good. We have these 

 cards or folders at the office of the Association where they may be had 

 on application. 



