MARKETING 



67 



about 1/4 i^ch wide, and 3 to 5 inches in length, made of a 

 paper that does not pack down, are desirable. The exact 

 quantity of oiled paper used seems less important than to 

 have a bit of the paper in contact with every apple. 



Modified Atmosphere Storage. At the close of this chap- 

 ter under General Information the possibilities of a modified 

 atmosphere storage, particularly for apples and pears, are 

 presented. The term "modified atmosphere" simply means 

 that the proportions of oxygen and carbon dioxide are changed 

 from those existing in the normal atmosphere in such a man- 

 ner as to reduce life processes of the fruit and extend its 

 period of keeping in a desirable condition. The term "gas 

 storage'^ is sometimes applied. Considerable work in this 

 field has been done in England. Both the California Experi- 

 ment Station and the New York State College of Agriculture 

 at Cornell University have conducted investigations in this 

 country and the findings to date are presented. The possi- 

 bilities in the process, especially for Mcintosh apples, as stud- 

 ied at Cornell, and pears, as studied both in England and 

 California, seem very promising. 



Developments in this field and their commercial implica- 

 tions should be watched with close attention. 



5. Marketing. The grower is in a real sense attacking his 

 marketing problem when he is growing his fruit. The market- 

 ing problem is first of all a production problem. Until some- 

 thing is produced that someone wants there can be no market- 

 ing problem. Thus the first and the most essential factor is 

 to grow superior fruit. It must then be picked carefully, 

 graded according to rigid standards, and packed in a manner 

 acceptable to the consuming public. 



Procedure: 



(a) Consider ways in which apples may be sold. 

 (6) Consider functions performed in marketing. 



(c) Study various marketing agencies. 



(d) Secure shipping point inspection. 



