Evening star., 1924-11-22
EASTERN APPLES
IN WIDE DEMAND
Better Advertising Methods
Prove Great Boom to
Business.
by J. C. ROYLE.

bpeclab Dlspatcn 10 1ne btAr.
NEW YORK, November 22.-The e
Pacific Coast not only told the world
but showed It the advantages Of ad-
vertising it's products and grading
and packing them attractively. The
Atlantic Coast has just begun to
learn that lesson and has absorbed
It so we'll that growers have captured
q good part Of the business Of their
instructors.
Today there is not a high-class
grocery from Fourteenth street TO
125th street in New York along
Fifth, Park, Lexington and Madison
avenues which is not featuring New
York apples, graded accurately as to
size and color and packed in car
ton holding dozen samples OF the
fruit which can be opened to show to
customers.
Eastern Apples in Demand.
For the first time, Eastern apples
are being asked for under a trade
name and the growers are only sorry
that their output was SO small they
cannot fulfill the demand. Florida is
emulatine California in grading oit-
rus fruits with excellent results and
the failure of Georgia peach growers
to make a profit from a crop unexcel-
led in size and quality, has shown
producers that they cannot go II
alone"
+ That is the reason Ralph p. Merritt
was appointed to the commission to
improve the financial condition OF
the farmers. Mr.. Merritt is head of
the California Raisin Growers and
has made a thorough success OF the
cooperative movement in his field.
But that field IL not a new one al
. \. &alx u,
the public eye. The Mormon church
instituted this movement and built
up one OF the greatest mercantile
institutions in the country through
it's means over IS years ago.
The Coop. as It Is known in the
West, has held a dominating position
during that time and has withstood
the tests OF time and changing con-
ditions. 1t Is an abbreviation of the
Zions Cooperative Mercantile Insti-
tuition. and operated a department
store when John Stewart and John
Wanamaker were still unknown.
Much to be Accomplished.
The commission appointed by Presi-
dent Coolidge has ceased delibera-
tions until fresh data from govern
mental departments is made avail
able to 1t, but the cooperative mar
keting Of farm produce has not
ceased bringing increased income and
buying power to the tillers Of the
soil. There Is still room for much
Improvement. Terminal market facil-
tiles for fresh fruit and vegetables
need wide readjustment, which many
feel can come only by Federal legis-
lation. The taxation question is also
bothering agriculturists. California
for example, paid in taxes in the last
year over s5o0,000,000, or more than
all the products of the soil Of tina,
state yielding to it's owners.
Worry Over Tax Burden.
It is estimated that about one-sev-
enth Of the income Of the country now
is diverted to tax payments. adding
cost to every food product consumed
by the people OF the country. Ac-
cording to Paul Shoup. vice president
of the Southern Pacific Railroad. taxes
are 13 times as high as they were in
1880, while States and municipalities
have mortgaged their future prosperity
for vast sums which eventually must
be paid by property owners. Land
owners. therefore. are looking to the
new commission for suggestions for
a reduction Of this burden and a den-
mite program which will enable tillers
of the soil to market their products
in an orderly way and at profit.
A. NJ. Mortensen, manager Of the
California Prune and Apricot Growers
Association, declared today there had
never been a clearer demonstration of
the value of cooperative marketing
than the present prune situation
which, by restraining dumping Of the
crop on an unready market, had opened
the possibility for growers to take
advantage of a world shortage.