42 BULLETIN 1237, U. S. DEPARTMENT OF AGRICULTURE. 
To overcome this obstacle, the exchange began the manufacture 
of a fountain juice extractor. The customer sees the drink made 
before him from fresh fruit and the display of the extractor and 
the fruit that accompanies it stimulates the demand for lemonade 
and orangeade. The dealers' objections are overcome because the 
machine enables the dispenser to prepare fruit drinks quickly and 
without the untidiness of the old method. The exchange manufac- 
tures and sells these machines at cost in order to stimulate the 
demand for orangeade and lemonade made from fresh fruit. 
More than 5,200 extractors were sold during the first nine months 
of operation, up to October, 1922. Some fountains use as much as 
eight boxes of citrus fruit a day. It is estimated from present re- 
cords that all extractors sold will use on the average at least a box 
of citrus fruit each week throughout the year. At this rate, the 5,000 
machines already in use will create a yearly market for 650 carloads. 
Practically all of this demand is a net addition to the consumption 
of citrus fruit. Previous to the development of the exchange extrac- 
tor, nearly all fruit drinks sold at soda fountains were made from 
synthetic flavoring materials. 
Such activities necessarily influence for the better all packing and 
marketing practices of the exchange. The quality of the product 
and the manner in which it is handled are gradually made to con- 
form to customers' demands, in so far as an agricultural product can 
be brought into arbitrary conformity. All departments of the ex- 
change, the field department particularly, district and association 
managers, and individual growers are influenced in their activities 
by the results of retail and consumer studies. 
National advertising of "Sunkist" oranges and lemons is the most 
widely known method of increasing the consumption of these fruits. 
Advertising may create a preference, but can not maintain it if other 
factors are neglected. The activities described in the above para- 
graphs must be carried on at the same time. 
The success with which consumer demand has been stimulated to 
absorb constantly increasing shipments of California oranges and 
lemons can be attributed almost solely to the activities of the organ- 
ized growers. It is idle to consider advertising an unorganized agri- 
cultural product. 
EXTENSION OF THE MARkETING SEASON. 
Since the organization of the exchange oranges have been shipped 
from California every month of the year. Formerly the shipping; 
season was from December to May or June. A marketing period 12 
months long has resulted from heavy planting of the Valencia orange, 
which at the time the exchange was organized was of little commer- 
cial importance. 
The development of commercial plantings of Valencia oranges after 
the organization of the exchange has added much strength to the 
cooperative marketing system, because (1) the output of the indus- 
try has been doubled without marketing conflicts, and (2) the ex- 
change has been enabled to keep its sales and office force employed 
throughout the year. Furthermore, oranges can be held on the trees 
for three or four months after reaching maturity, and sound, "dark- 
