MARKETING 



75 



one-third of the estimated amount by October the first of the 

 crop year, the rest from time to time as the crop is sold, mak- 

 ing full payment not later than the middle of the following 

 June. Some additional support has also come through con- 

 tributions by certain state departments, cold storages, and 

 other allied businesses. Much valuable advertising is effected 

 by distributing educational literature to schools and con- 

 sumers' organizations. Chain stores, independent grocers, 

 super markets, commission men, and wholesalers do a great 

 deal to assist the institute in conducting newspaper and other 

 displays. Monthly confidential bulletins explaining the cur- 

 rent activities of the institute are sent to its members. At 

 present the promotion of better grading and packing, the 

 improvement of apple containers, and the publicizing of the 

 health values of apples are receiving chief attention. 



Since its beginning only five years ago the institute has 

 accomplished a great deal. Consumer interest and demand 

 have been stimulated; new outlets for apples have been found; 

 apples have been listed for sale cooperatively; varieties have 

 been marketed at their proper season. In the crop year of 

 1939-40, the institute performed yeoman service in the or- 

 derly marketing of a very large crop at prices which, under 

 the conditions, were very good. The institute constitutes a 

 type of service which growers should support in every apple- 

 growing section. It demonstrates that growers are not power- 

 less in the face of adverse marketing conditions, that there is 

 much which they may do for themselves. 



Table 6 and Fig. 40 list the unloads of apples in New York 

 City from 1932-1939 inclusive by rail, boat and truck in terms 

 of carloads. Not all the apples unloaded in New York City 

 are consumed there for the city serves as a distributing center 

 to smaller communities in the adjoining territory. The aver- 

 age receipts are 9966 cars, of which shipments by truck now 

 constitute about 60 percent. Of the 6570 cars received by 



