apples which once held the leading 
place in the fruit business, have now 
dropped to second place. 
Even in 1935 apples still held first 
place, with 38.6 lbs. against 31 lbs. 
for oranges. But the 1938-39 report 
showed oranges 38.7 lbs. and apples 
32.5 lbs., and since then the orange 
gain, though slight has continued. 
The whole trend has been slow but 
sure. Showing that the effective ad- 
vertising done for oranges by both 
the California and Florida growers 
has had its effect, not suddenly or 
dramatically, but none-the-less surely. 
The ranking of fresh fruit in national 
consumption, now stands: Oranges 
38.7 lbs. per person; apples 32.5; 
grapes 20.7; bananas 20; grapefruit 
15.8; peaches 10.9; pears 6.9; straw- 
berries 3.4; pineapples 1 lb. 
It is well to remember that the 
Citrus Commissions are made up of 
experienced growers. The Florida 
commission was created by law in 
1935. The California cooperative has 
long been an outstanding example 
of successful joint action. Florida 
collects 1 cent per box for sales made 
of oranges, 3 cents for grapefruit, 
5 cents for tangerines, making a 
yearly total for that state alone of 
$800,000.00. With this they con- 
duct research as to health value and 
uses of the fruit, send out grocery 
service men, distribute posters, run 
effective publication advertising and 
use the radio. They do an effective 
job. 
So it seems that the apple growers 
are in a spot where they are going to 
have to get busy, and attempt to 
slowly regain the lost ground. They 
should remember that apples have to 
be SOLD, just as any other products 
do. Consumers do not have to have 
apples,—I mean by that, it is possible 
to get along without them. But apples 
are a splendid fruit, or they would 
not for so many years have held first 
place in fruit sales. People naturally 
like them. Now strong measures 
must be taken to remind all people 
of the fine quality of apples, of their 
(Continued on Page 14) 

PLANNING 
' SERVICE 
Free To 
Fruit Growers 
If you intend to plant a new 
crchard area next spring or 
this fall, perhaps the Ilgen- 
fritz Orchard Planning Depart- 
ment can be of service to 
you, in assisting to work out 
the arrangement of planting 
and the selection of varieties. 
This work can be undertaken 
during the present season, 
so that plans will be worked 
out well in advance. 
Our experts will gladly ad- 
vise you, without charge. 
Send us a rough diagram of 
the area, soil description, ele- 
vation, erosion problems if 
any, and type of fruits de- 
sired. Our suggestions will 
include selection of varieties 
for proper cross-pollination 
and of fruits best suited to 
your locality. 
Inquiries may be sent to: 
ORCHARD 
PLANNING 
DEPARTMENT 
I. E. ILGENFRITZ’ SONS CO. 
The Monroe Nursery 
MONROE, MICHIGAN 
