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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 87


WISCONSIN STATE HORTICULTURAL SocIETY         87
Much attention has been given to the box for years in this
Society. Many of you remember the joint debate that we had on
the subject between Mr. Kern and Mr. Palmer. The question
is still under debate, and will continue to be as long as these
packages exist. The Colorado face and fill pack has some ad-
vocates in Wisconsin. Our good friend Mr. Jones of the Mar-
keting Division feels that a consumer's size package, which can
be sold at a price that will induce consumption, ought to be in-
creasingly popular in this state. A face and fill box pack meets
this requirement. My own feeling is that we have not yet ex-
hausted the possibilities of the barrel. But I do feel that we
ought to give the sized and wrapped box a thorough trial on
McIntosh, wherever good color is secured, and even the early fall
Dudley offers bqx possibilities. There is a time during seasons,
just before the Jonathans make their appearance from southern
Illinois, when the market is bare of good eating apples. This
year about the only thing in evidence during this time was the
California Gravenstein, and this variety brought as high prices
as four dollars and a half to five dollars on commission men's
sales to retailers. Our Dudley handled in iced cars would arrive
in better condition than the Gravensteins, and if packed with
equal skill, could without question bring similar prices. The
Dudley has a texture and appearance, coupled with good size that
should lend itself to this method of marketing. I can see our
Secretary shaking his head at this suggestion, but he can have
his turn later.
It is on the rigidity with which we should insist on grading
standards that some of the bitterest fights are waged. We have
in our own central packing house association just such battles.
The good men of both opinions find more difficulty in getting
together on this point than on any other. In western New York
it is the rock upon which almost hopeless disagreement is break-
ing. -Whether we shall pack at a minimum of cost, and thereby
ship a grade which will compete on a par with the potato grading
methods used in many other places; or whether we shall set out
to make a name for ourselves which will be a foundation for
good selling methods, is the point at issue. Little salesmanship
can be applied to an ordinary mediocre quality article. No pre-
mium over the general markets can be obtained for it. No con-
sumer's demand can be built up about it, and in years of bountiful


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