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Wisconsin State Horticultural Society / Annual report of the Wisconsin State Horticultural Society for the year ending July 1, 1921
Vol. LI (1921)

Goff, M. B.
Marketing of Wisconsin apples,   pp. 81-92 PDF (3.1 MB)

Page 82

our Wisconsin apples, and those do not need to be repeated in
detail now. I shall deliberately propose some ideas which will
run just as counter to the opinion of many of you here as they
do to the ideas of many of our fruit men at Sturgeon Bay.- I
want you to bring out your viewpoint in the discussion that I
hope will follow. The function of this Society as an assistant
to the successful marketing efforts of the fruit growers of the
state is a vital part of thoughts on this question. What I want
to say on this matter is largely my own viewpoint, and does not
necessarily represent such opinion as has been crystalized on the
subject in my own community.
The market for Wisconsin apples is not yet developed. Alter-
nate years .of shortage and surplus are reflected in the returns
received by the growers. Either our fall and early winter apples
meet a good demand in Milwaukee, Chicago, Minneapolis, and
the few larger cities of the state, or they do not. We have, as
growers, largely accepted the result, pocketed our winnings, or
paid our losses, as the case may have been, and waited hopefully
for another season. It takes a jolt sometimes to produce results,
other than those to which we have been accustomed. We re-
ceived just such a sudden shakeup at Sturgeon Bay the past year
in the form of a disastrous hail storm just as we were ready to
market our Wealthies. When we sat down in conference the
afternoon following this disaster, not one of our growers who
was badly affected by the storm had any hope that the crop would
find any outlet but the cider mill. That the commission trade
could not use what we had we knew all too well. What we did
was what anyone else would have done under the circumstances
-looked for new markets.
We used the bulk car, the bushel basket, the utmost care with
our sorting machine, and marketed nearly twenty cars of fruit,
that for the most part was not fit for barreling, to absolutely new
trade, the farmers and country towns of Wisconsin. We used
the cities on about a dozen cars imore, but of high grade offerings,
of better average than we have ever sold before, but the rural
communities saved our lives. Two-thirds of the population of
this state, in round numbers, lives in cities under 25,000 and rural
districts. So far most of our commercial Wisconsin crop has
gone to the centers of population where it has come in contact
with the surplus of every other growing territory in the country.

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