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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 84

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84           Fniy-FIRST ANNUAL REPORT or
asked by the seller, and when the cost of carrying the risk of
delivery is concerned, the seller if equipped with any sort of
traffic assistance, is well paid for his eAxtra hazard. If a hail
storm had to come to Sturgeon Bay, we are glad that it came this
year, not only because apples were cheap, but because in seasons
of scarcity we would probably not have dug up the business that
developed. As a result, "Wisconsin Apples for Wisconsin" is no
unworked slogan for us; we believe in it because it means money
id our pockets.
Another problem of marketing that has received little attention
in Wisconsin is the provision for cold storage. We have said,
as one of the talking points for our varieties, that we did not
require storage, and that on this account these expensive additions
to our equipment were unnecessary. I am consequently aware
that my advocacy of reasonable cold storage facilities at the point
of origin of our Wisconsin apples will meet with considerable
objection. I am not proposing the methods by which such stor-
ages can be built, nor am I saying that they should be owned by
growers or be public warehouses. I think they should be located
close to the shipping point, and wherever possible in connection
with a growers' packing station. To be commercially profitable
they must of course be supplied with cheese or other products
in sufficient volume to make the charge on apples reasonable.
They cannot be erected at a profit in this state primarily for
apples. But why cold storage for fall varieties? you may ask.
It is a good question indeed. The answer is not found at the
shipping point, but in the consumer's cellar, or in the retailer's
store. Our Wisconsin apples I believe it is conceded are juicier
and softer than those of the Pacific coast. They are on that
account poorer keepers, and less adaptable to long hauls, and
long holding. Weather conditions at picking time frequently
induce the maxim of shrinkage and decay before shipment occurs.
Delays in packing, sometimes inevitable in the hauling of a large
crop, are serious interferences with keeping quality. -Often the
market conditions make a delay of a few days before shipment
almost a necessity. Shortage of cars, inability to get refriger-
ators for special orders, temporary market slumps all act to pre-
vent prompt shipment. I know it is said that apples should not
stand at all before packing. With this sentiment I thoroughly
agree. Neither should fruit remain in barrels any appreciable

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