ipll 



BETTER FRUIT 



Page 8p 



California Fruit Growers' Exchange. The whole 

 industry has been standardized as to grade and 

 pack. In all of these things we in the Northwest 

 are, with certain exceptions, woefully lacking. 

 There are a few well organized local associations, 

 and these few have reaped in success the full 

 measure of their careful labors, but to a great 

 degree our industry is unorganized, and tremen- 

 dous losses in values obtained for our products 

 are the inevitable yearly harvest of our negli- 

 gence. These losses are not altogether due to 

 lack of marketing facilities either. They are 

 frequently due to careless or ignorant grading 

 and packing, and to the unfortunate lack of a 

 uniform standard of grade under which the fruit 

 could be accurately and intelligently described 

 to the absent buyer. 



There is, then, need of clear vision. Let us 

 not become hysterical, our vision clouded and our 

 mind obsessed with the idea that the marketing 

 organization will become the panacea for all our 

 ills. Let us look our weaknesses squarely in the 

 face and build from the ground up. Let us organ- 

 ize every important local district thoroughly, 

 standardize the grade and pack of the entire 

 Northwest, maintain our grades as we maintain 

 our religion, and provide the necessary facilities 

 for placing ourselves in a position whereby we 

 can control the markets, rather than have the 

 markets control us. While it is true that values 

 are based on the immutable law of supply and 

 demand, it is also true that by regulation of the 

 supply the demand can be stimulated and con- 

 trolled, thereby avoiding wild fluctuations, and 

 maintaing the market on an even keel which 

 induces free consumption at the maximum con- 

 sistent value. 



The answer is found very largely in the pro- 

 vision of adequate cold storage facilities at all 

 of the principal shipping points in the Northwest. 

 The exchange cannot too strongly emphasize the 

 value and immediate need of these facilities. 

 Every year witnesses on an increasing scale the 

 sorry spectacle of hundreds of cars of Northwest- 

 ern fruits rushed into the Eastern markets at 

 a time when the markets are glutted and sacri- 

 ficed needlessly all because of lack of facilities 

 for holding the fruit back at this end of the 

 line, where it can be held at minimum expense, 

 and feeding the markets as fast, and only as fast, 

 as they can take it at correct values. All of 

 these and many other provisions must be made 

 before the issue rests wholly on the marketing 

 organization. 



This does not mean that great good cannot be 

 accomplished even under present conditions by 

 adequate marketing facilities. On the other hand, 

 there is a regrettable lack of facilities in this 



direction which the Northwestern Fruit Exchange 

 seeks to correct. The exchange does not claim 

 to have attained perfection. It does not claim 

 to be able to accomplish the impossible, but it 



feels necessarily encouraged at the result of this, 

 its first season's operations. 



From the very beginning it perceived the impor- 

 tance of avoiding the large Eastern centers in 



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