Atlanta semi-weekly journal. (Atlanta, Ga.) 1898-1920, 1916-05-05
An Object Lesson in Marketing

1t is not many years since the peach-growing in
dustry i'm Georgia of negligible Importance
Today it represents investment of millions of
dollars annual profits which greatly enrich the
States current wealth, and opportunities which
are continually widening. Here We have valua
bile object lesson in expanding and diversifying
agricultural interests.
This development is due largely efficient
methods of marketing the crop. In former days
when each grower depended his individual eff
fort and resources in disposiug of his products
there were distressing wastes and losses. Great
quantities of fruit rotted in the orchards, and
hundreds of carloads were sold at bankrupt prices
Dealers at eastern points never knew what to count
on in the way of supply and the Georgia grower
could not gage the demand at distant centers As
a result markets were glutted in cities and
bare in others-a condition which in the long run
was as unfortunate for the consumer for the
producer. Furthermore. there no adequate
standards for packing and grading the fruit There
were few thoroughly responsible connections be-
tween sellers and buyers.
Into this haphazard and wasefu state of az
fairs. the establishment of the Georgia Fruit Elk
change brought order and certainty and economy
1t developed fixed and reliable connections between
sellers and buyers it evolved worthy standards of
grading and packing; it prevented both ssstion
and dearth of supply at distant points; it afforded
the grower safeguards and opportunities which his
The Exchange now has truthworthy representa-
tives in two hundred and fifty towns and cities,
comprising all the territory east the Mississippi
as far southwest as New Orleans and as far north
east Montreal, Canada. From these agents it
receives systematic reports. not only during the
shipping but months in advance Thus it
is able to calculate rather accurately what
market conditions will be in the coming summer
1t knows that although the next Georgia crop is
likely to be less in volume than in tie last two
years. prices for good fruit probably will be higher
than in 1914. On the information which far-reach-
ing facilities enables it to gather. the Exchange
bases definite plans and schedules so that it can
handle thousands of cars of peaches in manner
highly satisfactory to all interests concerned.
When similar methods are applied to the mar
keting of Georgia food products generally. there
will be need of special appeals to keep the cCt
ton acreage within reasonable bounds and to raise
more grain and vegetables and live stock AS soon
as reliable systematic relations between the pro-
ducers and the buyers of these staples are estau-
lshed Georgia will raise all the bread and meat
she consumes and will have a bounteous surplus
for export Cotton is not intrnsically more profit
able than food crops; in fact, it is less so and
taken the seasons through, is exposed to greater
uncertainties and hazards. But cotton has been
provided with market facilities whereby i'm normal
times at least it be converted readily into cash
on the other hand, there has not been until the
last year or two, anything like convenient or de-
pendable marketing system. Hence the difficulties
in converting one-crOp farmers to the principles
of diveTsifcation.
There are cheering evidences, however. that
this problem which is of vital and mutual concern
to Georgia agricultural and business interests is
now on the way to solution. Chambers of COM
merce and boards of trade are studying the sub
Ject with view to practical service. In several
parts of the State the farmers themselves have
organized cooperative associations for marketing
hogs and cattle and food products. The packing
houses already established and those in prospect
will be of ever-increasing value in affording reg
ular channels of demand for Georgia raised fond
animals. movement is now under wav for the
establishment of State Market Bureau similar in
that which is proving so helpful in Alabama Busi
ness and agricultural leaders realize the runda-
mental need of developing market facilities in each
county and for the State as a whole If Inc cnn-
structive plans and efforts already begun are
pressed duly forward the desired results soon will
follow and Georgia will enter upon new era oe
economic soundness and prosperity