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cooperative citrus-fruit marketing agency. 27 
shippers, and with the salesmen and brokers who represent the 
exchange in the various markets. The lemon sales department in 
the same way handles the sales of lemons, and stands in the same 
relation to the shippers and the market salesmen as does the orange 
sales department. Each department is in charge of a sales agent. 
PERSONNEL. 
The personnel of the direct sales facilities of the exchange consists 
of the orange sales agent and the lemon sales agent in the Los Angeles 
office with their assistants, 6 division managers in the larger markets 
with their office staff and assistants, and 46 additional district agents. 
This makes a total of 52 sales offices in the markets of the United 
States and Canada under the direction of men exclusively in the 
employ of the exchange, June, 1923. 
The division managers have supervision of the personnel of the 
the district agencies in their territory, but in so far as its relations with 
the exchange are concerned each district office is an independent unit. 
The division manager, however, is the key man in his territory, and 
is consulted as to the general sales policy, the opening of additional 
district offices, changes in the staff, and similar questions. 
In addition to these salaried agents, the exchange deals directly 
with brokers in 8 markets of considerable size and has brokerage 
representation in 25 of the smaller cities, with whom it deals through 
the district agent in the territory. 
SALES METHODS. 
The keynote of the exchange sales policy is the equable distribu- 
tion of supplies. This means not only that every carlot market in 
the country shall be supplied with that quantity of oranges and 
lemons which it can consume from day to day or from week to week, 
but also that the entire crop shall be distributed over the shipping sea- 
son in such a manner as to satisfy consumer demand and to avoid an 
oversupply at one period and shortages at other times. The total 
supply is fixed by natural conditions, and can not be increased or 
decreased by any of the agencies engaged in production or marketing. 
Given a definite supply, therefore, the sales problems consist in 
distributing this supply throughout the season and over the market 
territory in such a way as to meet the maximum demand at all times. 
Previous to the beginning of the season, the sales agent and general 
manager of the exchange visit each of the division offices in the east- 
ern markets. A conference lasting two or three da}~s is held with 
the division manager and the district agents in the territory. At 
this conference the results of the previous season are reviewed and 
plans are formed and facilities arranged for handling the new crop. 
After the season is under way, the sales department of the exchange 
obtains each week from each district-exchange manager and each 
direct shipper an estimate of shipments for the week following. On 
the same day each market sales office reports the probable number of 
cars it can use for shipment during the following week. The sales 
department has in mind also the general distribution scheme, as out- 
lined from estimates of the total crop. It may develop that estimated 
shipments are greater or less than the number of cars which it is 
