Imperial Valley press., 1914-05-27

services of experienced distributors
with national experience, not only IN
marketing cantaloupes, but every
/ other kind of perishable fruits and
produce. This experience and the ac-
quaintance of the trade in general is
most valuable asset. During the
season of 1912 and 1918 the produc-
tion was quite heavy, but with broad
! policy of distribution, with wise con-
troll of shipments and with other safe
and sane business precautions, the de
! both years turned out highly success
full FOR the growers and, considering
the large production, they expressed
themselves generally as being well
satisfied A feeling of confidence i'll
the distributors and confidence in the
successful outcome for 1914 is now
expressed by the growers on every
hand.
! The Western Cantaloupe Exchange,
J the we'll known organization of a
number of the big distributors, that
has in the past labored SO earnestly
TO support the great cantaloupe in
dustry and put it on solid founda
ton, is working just as hard now fro
the 'lpbuilding of the industry as ever
before, and this is being done not
+ hcA fho 4l,nt
new marketing men in the field. In
passing, however, it may be stated
that these new distributors are ex-
perienced; they know the game, they
have been successful and they no
doubt will recognize the common in
terest that will lead to a wise mar
keting policy all around.
Fo1' the harmonious feeling here ex-
isting, for the universal good to all,
the Western Cantaloupe Exchange i,
entitled to due credit. On the other
hand, what may be called as mat
ter of comparison, Independent ship
pers are working just as hard to
promote the interest of the deal and
they all have just one great idea as
to their goal-that is, to scientifically
pick, pack and deliver through the
dealer and jobber California's biggest
and best cantaloupe crop, and finally
place it in the hands of the consumer
in such a manner that when he eats
the first few melons he will want more
and more and more. The aim is, a
expressed by the distributors, to han
die the deal in such a way as to af-
ford a reasonable and satisfactory
profit to all those who may be called
upon to help in the marketing, at the
same time handing the cantaloupeS
to the consumer at popular figure
that the masses, as well as the rich,
can afford
Hundreds of thousands of dollars
and a whole years labor every sea-
son is invested in the great canta-
loupe crop and all the growers and
shippers seriously desire to build up
their individual regulations by the
quality of their individual brands. 1t
is, therefore, safe to say that the Cali
fornia Cantaloupe Distributors having
under control large portion of the
acreage, Will S. Fawcett, Arekelian
Bros, Edward P. Leahy and others
are investing their time, money and
future regulations on their individual
brands and individual efforts. Brands
of the members of the Western Can
taloupe Exchange are we'll known and
well established.
The acreage that was put under pa
per caps is somewhat earlier than
the balance Of the crop, but this will
make the distribution easier and viii
extend the shipping season over
longer period.
Efforts will be made by all the
members of the Western Cantaloupe
Exchange, the California Cantaloupe
Distributors, Will S. Fawcett and 9th
ers to supply the market in a way
to prevent gluts, protecting the grow
CT, as well as the jobber and deal
ers.
1t is believed now that the crop
may not be as heavy as at first es-
timated, but, of course, much depends
upon weather conditions from now on.
Cool nights have retarded maturity
to limited extent.
The trade is evidently getting ready
for the big deal as the distributors
already report that orders on file are
heavy Of course these early orders
cannot be filled in all instances imme-
diately, so that the distributors will
follow the policy of taking care of
the business on basis of first come
first served.
Hot Weather Cnods