14 BULLETIN 1109, U. S. DEPARTMENT OF AGRICULTURE. 
The pooling system established on Cape Cod was different from 
that in New Jersey. In Massachusetts only one pool exists for each 
principal variety for the season. The grower is required to ship his 
berries whenever he is told to do so, and receives the average price of 
the season obtained on the fruit shipped. If he is required to hold 
his berries longer than a stated time, he is paid premiums to reim- 
burse him for the normal shrinkage of the berries while in his posses- 
sion, this premium becoming greater the longer the berries are held. 
The amount of the premium is decided by the members at the begin- 
ning of each season. 
In New Jersey the seasonal pool does not exist. There they have 
weekly pools and the grower may ship in any week he chooses. The 
difference in the pooling systems of the two companies is caused 
primarily by the preponderance of small shippers in New Jersey who 
want to choose their own time for selling. Owing to their small 
individual crops, they can store their berries for some time without 
inconvenience. The pooling system in Wisconsin follows very closely 
that of Cape Cod and includes only one pool a year. 
Without question the grading and pooling systems instituted by 
the exchange have contributed in a large measure to the success of the 
undertaking. 
ADVERTISING. 
The good will of the consuming public is a valuable asset in any 
attempt to increase the consumption of a specific commodity. If the 
cranberry growers were to receive the cost of production for their 
fruit it was necessary that consumption be increased. Hence the ex- 
change turned to advertising as a means of creating a favorable atti- 
tude in the minds of the public toward the cranberry as a food prod- 
uct. It should be emphasized that by means of improved grading 
and packing, which resulted in a higher quality of fruit reaching the 
consumer, the associations had already gone a long way in cultivating 
the good will of the consumer. Had not the associations raised their 
quality to a high standard through careful grading and packing, it is 
doubtful whether advertising could have been carried on successfully, 
since it is generally agreed that effective advertising of a food com- 
modity requires uniform quality. For instance, when the consumer 
is induced by advertising to use a certain commodity of pleasing 
quality, the effect of the advertising is lost as soon as the quality 
becomes displeasing. If the public asks repeatedly for a certain 
branded article it is because the quality represented by the brand has 
proved satisfactory in the past. Hence it is of the highest importance 
that quality be consistently maintained. It does not follow that only 
high quality can be advertised with success. The consumer and the 
trade must know, however, that they are receiving the same quality 
under a given brand that they have received in the past under the same 
