MARKETING AXD DISTRIBUTION" OF WESTERN MUSKMELONS. 31 
DISTRIBUTION. 
The question of distribution is fully as important in Turlock as 
elsewhere. The 1915 season was the first in which muskmelons from 
this region were shipped successfully to eastern markets in any con- 
siderable quantities. Because of the scarcity of good melons in the 
East at precisely the time when Turlock was shipping, and because 
of the lateness of the Rocky Ford season and the poor quality shipped 
therefrom, the Turlock district practically had the market to itself 
so far as muskmelons of high quality were concerned. 
As a result of these conditions, the returns were remarkably good 
and the season very successful. However, it remains an open ques- 
tion whether Turlock melons can invade the eastern markets and 
pay a profit to the growers in normal seasons, when a fair quantity 
of good local melons are available. 
Table D (in envelope at end of bulletin) has been prepared to 
show the net returns received by the growers on the different 
markets of the United States from day to day. This table covers 
practically the entire shipments of the season and contains figures 
covering approximately 1,400 cars of the total number of 1,554 cars. 
The only information available in each case was the net return to 
the shipper and the manifest of the individual cars. The manifests 
of the cars were reduced to a basis of standards by considering ponies 
equal in value to 70 per cent of a standard and by considering flats 
equal to 33 \ per cent of a standard. The total standards secured 
by such a method were divided into the net amount received by 
the distributor, and this is taken as a net return per standard. In 
each case the distributor's or association's selling charge must be 
deducted from the figures quoted in order to secure the net amount 
to the grower. Since selling charges vary, distributors' commissions 
have not been deducted. The figures quoted in each instance are 
averages; that is, the various brands appearing on one market for any 
one day were averaged together. 
This table is presented merely as a basis of comparison between 
various cities and as a record of the season's results. It should not 
be accepted as an assurance of what may be expected in other seasons 
with the same volume of shipments, as conditions in competitive areas 
were not normal in 1915. The next season may show entirely dif- 
ferent results, but the chart may be used as an index of the com- 
parative success with which different markets were used in 1915. 
COLORADO DISTRICT. 
HISTORY. 
The Arkansas Valley district of Colorado is the oldest, and for 
many years was the heaviest, western muskmelon-producing area in 
the United States. It is divided into two distinct sections, the 
