240 
AMERICAN POMOEOGICAE SOCIETY 
this system of direct sales to the fruit business generally. I believe that 
it will continue to be necessary to have buyers and sellers between the pro- 
ducer and the consumer and that they are entitled to fair profits. It is un- 
questionable I think, that there has been an unnecessary multiplication of 
middlemen in some lines of business and that a large part of the difference be- 
tween the price paid by the consumer and that received by the producer may 
be attributed to unnecessarily expensive retail methods. This has been a re- 
sult of the growth of the retail system which has largely been shaped to meet 
the demands of consumers. Co-operative selling associations may there- 
fore give attention to the improvement of marketing methods generally, in- 
cluding the elimination of such middlemen as may be found to be unneces- 
sary. This view is in harmony with the views of some of the leading men 
in the co-operative movement. Thus Lord Grey, the British Secretary of 
State for Foreign Affairs, who opened the first congress of the International 
Co-operative Alliance in London in 1895, speaking at the ninth session of the 
Congress in August last, said: 
“Co-operation means the elimination of every unnecessary middleman. 
* * * The principle of co-operation requires that the services of every 
necessary middleman shall be adequately and honorably remunerated, but 
it also requires that every unnecessary toll taken from an article on its 
way from the producer to the consumer shall be removed.” 
In this address Lord Grey clearly recognized the impracticability of any 
general system of direct dealings between the producer and the consumer. 
Coj-operative associations of fruit growers can be helpful, not only in 
the distribution of the crop, but in many other ways. They may influence 
their members to grow the same varieties and to adopt and live up to a high 
standard of grading and packing which will give the products of their local- 
ities a valuable reputation among buyers. When any association has built 
up a reputation for the excellence of its products and for uniformity of 
grading and packing its name or trade-mark will be an asset of value to 
every member of the association. Another advantage that may be attained 
through the organization of local associations, especially among growers 
whose individual production is not large, is through the consolidation of 
the products of a number of shipments into carload lots to) be shipped by 
the association. 
A field in which co-operative associations can be of great value is in the 
broadening of markets. It would generally be impracticable for an individ- 
ual producer to look up localities in which the kind of fruit that he grows 
is not handled and induce dealers to take it up. Work of this kind can be 
done most effectively through associations. The same is true of advertising 
in its various forms. I have no doubt, for instance, that the market for apples 
could be substantially broadened by literature calling attention to the value 
of this fruit as a wholesome article of diet. This literature, I believe, should 
emphasize the excellent keeping qualities of most varieties of apples, giv- 
ing advice as to proper storage methods and should give information as to 
the many ways in which apples can be eaten giving directions for the 
preparation of the large variety of dishes in which apples can be used. The 
public should also be informed as to the seasons in which the different 
