Bringing the Producer and Consumer Together.
R. S. MACKINTOSH, HORTICULTURAL SPECIALIST, AGRICULTURAL EXTENSION DIVISION, UNIVERSITY FARM, ST. PAUL.
The introduction of Mr. Producer to Mr. Consumer directly, and not by proxy, is the chief desire of the present time. The fact remains, however, that in the vast majority of cases Messrs. Proxy & Co. is brought in and breaks up the direct personal contact. The development of complex marketing means specialization and in a large degree sets it apart from production. When specialization becomes dominant, then standardization becomes necessary. Each producer is unable to keep in touch with all such movements and consequently finds it hard to keep abreast of the times. In this age of rapid transit, specialization, scientific discoveries, and the improvements resulting therefrom, seem somewhat out of place when compared with our present marketing systems. This does not mean that our marketing is entirely out of joint, but it does mean that there is something the matter or so many would not be discussing it. The consumer hears what the producer received, the producer hears what the consumer paid, and then somebody gets to thinking and talking. Discussions lead to investigations, and investigations lead to conferences. Just lately a large conference was held in Chicago, and certain plans were formulated to attempt to unravel some of the evils that exist in marketing. So much has been said that the U. S. Department of Agriculture has begun certain investigations, and we hope that the workers will find ways to solve some of the troubles in a logical and, we hope, sane way.
A year ago your committee on marketing reported that there were certain things needed, and an ideal system was suggested to correct these faults. One of the basic factors emphasized was standardization. Another committee reported on changes needed in the statutes regarding the weight of a bushel of apples. Congress has enacted a law which specifies the size of a barrel for apples. New York, Massachusetts and other states have enacted grading laws. Some states require that the fruit be free of certain insect and disease injuries. Several states have laws regulating commission men. Most states have laws which do not allow the sale of food products that are decayed. These are all steps toward the standardization that is so necessary. In other words, the several laws have been passed to correct some of the troubles which have come up when so many hands handle the products. These laws were not needed in olden times when the consumer went directly to the producer's door and there bargained for his wares.
Minnesota is a state noted for co-operative enterprises. There are over two thousand such organizations doing more than $60,000,000.00 worth of business yearly. We know full well the value of the co-operative creameries and how butter has been brought up to a high standard. As citizens, we rejoice; as horticulturists, and citizens as well, we want our products to stand high in the estimation of others. I was much pained this summer while discussing the marketing of apples with several commission men to hear them say that they did not like to take local shipments. The reason was that the goods were usually below grade, and the returns did not always please the growers. It is evident that we must improve our methods in ways which will remove this stigma. Many of the commission men try to induce good grading and packing. They like to handle "top notch" goods, for it is cheaper to handle goods that move quickly than those that are a drag and require too much handling. The Agricultural Extension Division of the College of Agriculture is organized to give help, where help is needed, along a large number of agricultural lines.
Realizing these facts, we have been trying to get the ear of the producer and consumer in an effort to get them to do certain things. On the one hand, we want to have good varieties, and to help this lectures and demonstrations are given in the care of the orchard, pruning, spraying, thinning, picking, grading, packing and marketing. On the other hand we want more people to eat Minnesota apples. It is a campaign of education and publicity.
If one wishes to sell anything, he finds that he must advertise. He must advertise so much and in so many ways that people cannot help buying his wares. There are certain widely advertised articles that you must know, whether you are interested or not. One of these runs along the highways so often that you are shaken, even against your will, into consciousness of its existence, so that you cannot get along without having one, or at least seeing one. The latest edition seems to have put on feathers in the form of a white dove of peace. May it succeed. Advertising Minnesota apples has been attempted this past year.
It was found necessary to provide a standard by which the buyer and seller could agree on apple grades. After consulting several persons, it was decided to adopt the following grades:
"A" Grade.—Hand picked, normal shape, good color (at least one-third colored), free from dirt, disease and insect injuries, and well packed. Limit of defects allowed: Not more than 10% of all kinds nor 5% of any one kind.
Prof. R. S. Mackintosh—Horticulturist connected with Extension Division, University Farm, St. Paul.
"B" Grade.—Hand picked, practically normal shape, practically free from dirt, disease and insect injuries, and properly packed. Limit of defects allowed: Not more than 15% of all nor 5% of any one kind.
Only one variety and grade should be put in a package. In the grade specifications given, normal shape refers to the general form of well-grown specimens of the variety in question. For instance: The Wealthy is regular in outline and nearly round, while the Hibernal is somewhat flat and often irregular. In like manner the color must be typical of the variety, whether green, yellow or red. Red apples usually sell better than green or yellow varieties, although the quality may be even poorer. Fruit showing insect or disease injuries cannot be classed as well grown. Grading to size is very important. This is not specified because it depends upon the variety and season. Only apples above a selected minimum size, as 2-1/2 inches, the diameter at right angles to stem, should be placed in the same package. Defects refer to apples not up to grade in size, color or shape and having bruises, punctures, disease or insect injuries.
Fancy.—For persons having extra choice fruit, a fancy grade can be used. Well-grown specimens, hand picked, of normal shape, at least two-thirds colored, free from dirt, diseases and insect injuries and properly packed. Not more than 5% of combined defects allowed, of which only 2% can be of the same kind.
Hundreds of letters were sent to persons in the state, telling them that we would maintain an information bureau or clearing house to help them in finding markets for their apples. Several growers replied, and the names of persons who were anxious to buy apples were given them. Nine farmers' clubs asked for information as to where Minnesota apples could be bought. This is a beginning, and it shows that there is need for some sort of an organization that can find out where apples are and who wants them. The intention has not been to interfere with the regular trade routes, but to give the growers information as to who wants apples. As you will notice, this does not bring the producer directly to the door of the consumer. There must be some one to act as a go-between in most cases.
It was just stated that Minnesota is a state having a very large number of co-operative business organizations. Among these are about two hundred live stock shipping associations having a very simple form of organization. A number of persons in a community, having considerable stock to ship, come together, adopt a simple set of by-laws which provide for the selection of a manager, his compensation—usually a certain percentage on the gross receipts—and a small amount for losses which may occur. No capital stock is required—only the actual living stock. The manager ships the stock at certain times, and when the returns come in deducts the amounts provided for expenses and then returns to each shipper his proportionate amount. In this way the stock is sold at the terminal yards the same day and with other stock from many sections. It is a very simple, satisfactory way of marketing.
The more I study and think of our apple situation, the more I am of the opinion that a very large part of our fruit could be marketed in a similar way. Some of our La Crescent friends ship together in carlots successfully. Why not others? This is the very best way to begin co-operation in a successful way. As Mr. Collingwood says: "Co-operation, like charity, should begin at home and be well nurtured." In other words, begin to co-operate at home in a small way and let the future large organizations take care of themselves.
To be specific, let the growers in a community meet and form a fruit-shipping association with by-laws patterned after the successful stock-shipping associations. Then the fruit should be well grown, picked in time, graded thoroughly and honestly packed and marked. Haul at once to car. The manager will take charge and ship as he thinks best. Each package must have the customary identification marks, so the manager can keep an accurate record of all transactions. If, by chance, trouble comes up, the shippers can pool their interests, and send a representative to find out the trouble. Thus they can do together what each cannot do alone. Even this does not bring the consumers directly in contact with the producers. It is, however, a step nearer.
The public auctions started in New York this season seem to have been successful, and it may mean an innovation which will improve marketing conditions in general. These auctions are held under the recently formed Department of Foods and Markets. The Department has contracted with a large auction company which advances the freight, conducts the sales, guarantees the accounts, and advances the net returns for the goods daily. The producer is able to get returns within two days. The total cost is 5% on the gross sales; 3% for the auction company and 2% for the Department of Markets for the advertising and for other overhead expenses. Posters have been issued to advertise New York State apples. As this Department has been working only for a short time, it is too early to tell whether it is a success in every way.
We earnestly ask your co-operation in trying to solve the question of marketing Minnesota apples. All interested must assist in this important subject.
World's Tallest Trees.—The tallest trees are the Australian eucalyptus, which attain a height of 480 feet.