GROWERS NATIONAL MARKETING AGENCY, 
19 
for prices which would have meant a decided loss for all those 
interested in cranberry production. 
This view is expressed by the general manager of the American 
Cranberry Exchange in his annual report for the season: 
When we consider that the cost of production of a perishable food that is not a 
prime necessity — a crop which must be sold while it is sound and in season — has 
practically no influence on the sale price, the comparative proceeds obtained for this 
crop, notwithstanding the serious sugar shortage and the intermittent and difficult 
transportation conditions, seem to me to prove conclusively that a great saving of 
waste and values was secured through cooperative distribution and advertising. 
Figure 5 shows the per capita consumption, by States, of cran- 
berries shipped through cooperative organizations. It will be 
PER CAPITA CONSUMPTION OF CRANBERRIES 
SHIPPED THROUGH COOPERATIVE ASSOCIATIONS 
Fig. 5.— There are immense possibilities in the way of increasing the consumption of cranberries. The 
average per capita consumption in the United States for the season 1920-21, based on the cranberries 
shipped through the exchange, is slightly over one-fourth of a pound. Since the exchange handled 
approximately 65 per cent of the total production, the total per capita consumption was less than 
one-half pound. Surely a per capita consumption of one pound of cranberries yearly is a conservative 
possibility. A realization of this possibility would mean over twice the present average yearly pro- 
duction. 
noticed that Minnesota has the highest record with a little over 0.8 
pound per person. This low consumption rate indicates that many 
people, even in the States of highest per capita consumption, eat no 
cranberries whatever. Hence the great possibilities of increasing 
consumption is readily appreciated. Advertising is one of the 
mediums through which this possibility may be realized. 
COOPERATION WITH THE TRADE. 
Since the association markets its product through regular whole- 
sale and retail channels, the good will of the trade is a vital asset. 
It must be admitted that the dealers (jobbers, retailers, and their 
