8 BULLETIN 1261, U. S. DEPARTMENT OF AGRICULTURE. 
unenviable reputation for shipping fruit of poor keeping quality. 
The jobber must not only discount the decay which actually appears 
in the shipment when it arrives at market, but he must make allow- 
ance for the possibility of further loss while it is in his hands and for 
possible complaints from the customers to whom he sells it. As long 
as oranges or lemons packed under a certain brand are uncertain in 
keeping quality, he will handle them only at a discount, even in those 
instances where a particular car arrives sound. A large element of 
speculation is introduced into the transaction; and the history of the 
industry has shown that, in so far as such conditions become general, 
lower prices to the producers, higher prices to the consumers, and a 
general curtailing of distribution and consumption prevail. 
Standardized Grades. 
Of similar nature is the policy of standardized grades, which in the 
exchange system has been largely developed about the advertised 
trade-mark "Sunkist." Only fruit which grades "fancy" or 
"extra choice" can be shipped under this trade-mark, and grade 
specifications are issued for "Sunkist" fruit, which are maintained by 
frequent inspections by representatives of the field department of 
the exchange. Similarly, the "choice" grades of oranges and lemons 
are sold under the advertised trade-mark "Red Ball". "Standards", 
which are really a third grade, can not be packed under either of the 
advertised trade-marks, but must be sold under an association brand, 
or unbranded. Neither the "Sunkist" nor "Red Ball" trade-mark 
supersedes the association brands. The brands of the associations, 
although generally unknown to the consumers, have a recognized 
standing among the car-lot buyers. The "Sunkist" trade-mark 
design, therefore, is generally made a part of the brand design of the 
associations' box label, and is displayed prominently on the wraps. 
Oranges and lemons are graded with two objects in view: (1) To 
remove fruit which is mechanically injured, injured by insects, or 
damaged by frost or other means, so that its eating or keeping quality 
is adversely affected; (2) to separate fruit which varies widely in 
general appearance, texture, color, and other factors that distinguish 
the higher from the lower grades. The fruit in the third grade may be 
just as good from the consumer's standpoint, except for the factor of 
appearance, as that in the first grade. The fact remains, however, 
that a large class of consumers demand fruit which is attractive in 
appearance as well as of good quality, and are willing to pay a higher 
price for fruit of this kind. Other consumers, although they demand 
good quality, are not so particular regarding the appearance of the 
fruit; or, rather, they will sacrifice appearance for a concession in 
price. 
Efficient merchandising demands that oranges and lemons be 
graded to meet the demands of these various classes of consumers. 
Furthermore, the demands of the jobbers and retaileis, reflecting 
those of the consumers whom they serve, are frequently for a par- 
ticular grade. At any rate, fruit packed "orchard run" can not be 
handled to advantage, and such a mixed lot will probably be sold at 
the average price oi the lowest grade represented. 
The practice of grading fruit, especially citrus fruit, was established 
early in the history of the industry. Only within recent years, how- 
