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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 88


88           FIFTY-FIRST ANNUAL REPORT oF
crops it must go for the figures which an overstocked market will
pay. The commission man who buys that grade of goods is not
deceived by it. He pays what he thinks it is worth. The only
man who is fooled by such a pack is the grower who thinks that
he is taking the short road to success. I do not deny that at times
it may be possible to get as much or more money, when the cost
of the packing and selling is concerned, for the medium value
goods, than can be netted from the high quality -product, but that
/ will not often occur after a brand has made its own high reputa-
tion. There is only one field in the apple business of today in
which the competition is not so strong as to wipe out most of the
profits. That is the field of the high quality product. The con-
sumers of this country will-begeni to consume apples freely when
they can get good ones all of the time. If the housewife is
charged an exorbitant price for poor apples, she is willing to
forego the pleasure of getting good ones at about the same figure.
For some reason the retailer differentiates very little between
the prices he charges for good and fair grades. The only way to
bring apples into consumption is to bring both the consumer and
the retailer to a realization of the possibilities of well packed
apples. This requires a selling system that will include the re-
tailer in its educational program, and such a system cannot be
built up about a poor product. Whether the apples are to be
used for cooking or desert purposes, the same rule applies. A
rigid standard of grading as regards blemishes and bruises and
a standard for color proper for the purpose for which the product
is intended, is the only road to progress in the apple business.
After all, the apple problems we have been meeting have been
largely local. Until the fruit is in the package and on its way
to market the broader relations of marketing do not begin to
operate. In Wisconsin we have allowed the handling of our
apples to be entirely local, and while the volume of commercial
shipments from the different commercial sections has been small
at best, the time is fast approaching when our products will meet
each other in the same commission streets.. The acreage of
bearing orchards is rapidly increasing, and the next few years
will see the yield quadrupled. Wise forethought would have us
prepare now for the time when we shall need to know each other
better. If there are any problems of general importance to the
apple men of the state, we had better look to their solution. I


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