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)
* - Vt- - tr'' _ : 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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