Payette enterprise. (Payette, Canyon Co., Idaho) 1909-1935, 1923-12-13

men brokers and dealers who have
an entirely different viewpoint from
mat OF the grower organization. Thus
thls plan could not be expected
y 10 adequately meet a marketing
problem such as existed this past
season. Prune marketing organiza-
lion requires a most experienced and
intensive sales service during the
snort harvest and marketing season
/ put for the remaining ten months Of
the year has no need for sales SER
wee and the carrying of high class
talent over the dull period is an
economic waste which many associa-
lions have sought to overcome. A
very definite and unmistakable
change toward a larger form of CO.
operation and federation has been
developed in the following program:
Second: Over 60 cooperative grow
er commodity organizations, ship
ping fruits in their seasons and veg
etables in their season have individ-
ually tried to solve the problem of
mar keting their own crops independ-
entity. Many of these organizations
have in the past employed CONNER
cial marketing agencies. They
have tried the direct-to-the-b buyer
method of selling They have tried
the use of brokers. They have en-
ployed sales managers and expected
these men to perform the work of a
selling organizations and they have
all had the experience that has told
them that such methods were made |
quate; that they do not fully pres
tect the grower nor is It possible to
get commercial marketing agencies, |
commission houses and brokers to |
get the grower viewpoint and take
the same interest in selling and
thinly distributing his crop that the
grower requires. Therefore, over
60 of these organizations have final
ly federated their selling through a
central sales arrangements and have
formed their own national, coopera=l
tive, grower-owned, non-profit SELF
ing organization known as the Fed
Grated Growers No commercial in
terests can have any part in the man
angement or operation of this or
ganization. 1t is the growers own
selling service from start to- finish.
1t is operated without profit for the
joint benefit of each grower organi-
cation and the cost is prorated over
the whole membership each accord
ing to. the amount of business done.
Thus the grower has his own salari-
ed representative in each of a large
number of division sales offices To-
Gated in the principal cities of the
country, and always from the grow
ers' interest standpoint, new mar
kets are opened up small markets
are cultivated and even in towns in
which straight carlots have not
been formerly sold, it has been pos
sible to get group of buyers to club
together and order straight cars, thus
obtaining supply of fruit or vege-
tables direct from the organized
growers to the place where the car
is consumed. The more this small
town business is increased the
more relief is afforded to the
large markets and the over-supply is
spread thinly so as to avoid break
ing the price levels of the big con-
Stunning centers. 1t is the last straw
that breaks the camel's back. A
market that can normally consume
10 cars day will suffer a slump if it
is forced to take IL or Is cars day
and this slump in price affects not
only the local market, but. the sur
rounding smaller ones as Well.
The fact that by centralized mar
keting and judicious advertising
Florida grapefruit and California
oranges have found profitable
market under largely increased pro-
ducton is good evidence that over
production is not the real cause of
the large markets being Full of +
Prunes".
A larger demand should be Gre
ated for Northwestern prunes by a
planned advertising cam
paign, covering those markets where
such an increased demand could be
created. The expenditure of the ad-
vertising fund should be under the
direction of the sales organization,
in order to avoid wasteful expert
ments, and secure the best results {;
from the use of the money, in CO.
ordination with the sales program.
Yours very truly, Il
FRUITLAND FRUIT ASSN.