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Wisconsin State Cranberry Growers Association / Thirty-eighth annual proceedings of the Wisconsin State Cranberry Growers' Association. Thirty-eighth convention, Pavilion, near Nekoosa, Wisconsin, August 12, 1924. Thirty-eighth annual meeting, Wisconsin Rapids, Wisconsin, January 13, 1925

Macklin, Theodore
Co-operative marketing,   pp. 7-13 PDF (1.7 MB)

Page 7

We have with us Prof. Macklin of the Department of Agricultural
Economics of the University of Wisconsin. We have been trying to
get Prof. Macklin for the last three years. He is the outstanding
leader of knowledge and information on cooperative movements in
this state, and is well known all over the country. He is going to talk
to us on cooperative marketing from various standpoints. We are
going to hear from him this morning, and from Dr. Fracker after
dinner, and we are ready to hear from Prof. Macklin at this time.
I want to talk on the subject of co-operative marketing, because it
is a very important topic to all of us. I am at a loss, because instead
of talking to a new club I am trying to say a few words to one of the
most experienced clubs. We have been studying this club diligently
to see what co-operation can do. Nevertheless, I want to touch on
that subject.
The cranberry organization is one of the most outstanding cases of
cooperative systems in this country. Ten years ago they were talk-
ing and saying "Look at the cranberry monopoly." At the present
time they say there is no such thing as an agricultural monopoly.
One year they can hardly meet the demand; and if the demand is
not good, by advertising work the market can be improved; also by
salesmanship. God gives ul the crop, with our own endeavors. If it
is large, we can improve the demand. If it is a poor crop, there is
no use wasting effort on improving the demand; it is already adequate.
I want to try and prove to the negative and positive sides that a
co-operative marketing organization has a real and vital place for
marketing particularly an agricultural specialty. No one can get up
and preach that you can do for wheat and live stock what you can do
for cheese, walnuts, cranberries, or Eastern Shore potatoes, because
of the unusual character of some of these specialties. We can't do
for the common product what we can do for the special and high-class
product. Let's break this subject into parts, and come logically at it.
In Wisconsin, you people are the greatest single case of co-operative
marketing. Wisconsin originated the cranberry exchange. You have
been blessed with small numbers of intelligent people who have gotten
together with real sportsmanship, and have picked brainpower in
your officers and management, which has enabled you to put across
one of the country's most noted examples of co-operative marketing.
I want to give you a glance at some other organizations to make
national advertising, as well as co-operation famous. Here are a
few of the companies that have built up this movement. The Califor-
nia Fruit Growers started in 1893. Your organization, in its present

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