UNIVERSITY OF CALIFORNIA 
 
 COLLEGE OF AGRICULTURE 
 
 AGRICULTURAL EXPERIMENT STATION 
 
 BERKELEY, CALIFORNIA 
 
 Marketing California Apples 
 
 E. A. STOKDYK, H. E. ERDMAN, CHARLES H. WEST and F. W. ALLEN 
 
 Distributor 
 
 TRADE CHANNELS FOR CALIFORNIA APPLES 
 
 BULLETIN 501 
 
 NOVEMBER, 1930 
 
 CONTRIBUTION FROM THE 
 GIANNINI FOUNDATION OF AGRICULTURAL ECONOMICS 
 
 UNIVERSITY OF CALIFORNIA PRINTING OFFICE 
 BERKELEY, CALIFORNIA 
 
CONTENTS 
 
 Page 
 
 Foreword 3 
 
 Summary and conclusions 3 
 
 Trade channels followed by California apples 10 
 
 Trade opinion on market preferences , 11 
 
 Variety preferences 11 
 
 Size preferences 15 
 
 Grade preferences 15 
 
 Pack preferences 17 
 
 Container preferences 17 
 
 Color preference for Newtowns 22 
 
 Opinions on packing well-striped Gravensteins separately 23 
 
 The effect of the sale of immature apples 27 
 
 Specific demand for early immature apples 31 
 
 Qualities reported in out-of-state apples not found in California apples 33 
 
 Opinions and practices with reference to the possibility of increasing the 
 
 demand for apples 36 
 
 Attitude of markets other than those covered by the detailed survey toward 
 
 California Gravensteins 46 
 
 Consumers' preferences and purchases of apples 51 
 
 Retailers' operations and practices 66 
 
 Wholesalers' and jobbers' operations and practices 72 
 
 Brokers' and distributors' operations and practices 92 
 
 Shippers' operations and practices 97 
 
 Sebastopol district 97 
 
 Watsonville district 108 
 
 Apple districts other than Sebastopol and Watsonville 116 
 
 Growers' financing and marketing problems 118 
 
 Sebastopol district 118 
 
 Watsonville district 120 
 
 Apple storage 123 
 
 Apple supplies and wholesale prices 129 
 
 Retail prices of apples 142 
 
 Acknowledgments 150 
 
MARKETING CALIFORNIA APPLES' 
 
 E. A. ST0KDYK,2 H. E. ERDMAN,3 CHARLES H. WEST.4 and 
 E. W. ALKEN5 
 
 FOREWORD 
 
 The information in this bulletin was obtained in a study under- 
 taken by the Giannini Foundation of Agricultural Economics and the 
 Division of Pomology of the University of California at the request of 
 a committee of apple growers. The principal objects of the study were 
 to gain a comprehensive view of the methods of marketing' apples, to 
 obtain information on market preferences, and to determine possibili- 
 ties for improvement. The major phase of the study was a survey of 
 principal marketing channels from producer to consumer. This sur- 
 vey included the main producing sections of California, the principal 
 distributing centers of California, and a number of large eastern cities. 
 Specific questions were asked of a representative group at each stage 
 in the marketing process. With the exception of a part of the growers' 
 survey the study was conducted by personal interview. 
 
 SUMMARY AND CONCLUSIONS 
 
 A fundamental consideration in the marketing of apples is a 
 knowledge of individual market preferences with reference to such 
 factors as variety, size, grade, and pack. This study has shown that 
 different markets have distinct preferences in these respects, although 
 most markets were found to have some preferences in common. 
 
 Variety Preferences* — In all the markets surveyed the Gravenstein 
 was named as first choice among the early eating apples available. 
 
 1 Paper No. 14, The Giannini Foundation of Agricultural Economics. 
 
 2 Associate in Agricultural Economics and Associate on the Giannini Foun- 
 dation. 
 
 3 Professor of Agricultural Economics, Agricultural Economist in the Experi- 
 ment Station and Agricultural Economist on the Giannini Foundation. 
 
 * Assistant Agricultural Economist in the Experiment Station and Assistant 
 Agricultural Economist on the Giannini Foundation. 
 
 s Associate Pomologist in the Experiment Station. 
 
 * Pomologists differ regarding the nomenclature of Esopus Spitzenburg, and 
 whether or not the green and yellow colored Newtowns are distinct varieties. In 
 this publication the most common usage was followed, Esopus Spitzenburg being 
 shortened to Spitzenburg and Newtown used to designate either Green Newtown 
 or Yellow Newtown. Green or yellow where used in connection with this variety 
 are therefore only descriptive of the color rather than a part of the name. 
 
4 University of California — Experiment Station 
 
 However, the Gravenstein is not equally in favor in all markets. 
 It is not well known by southern California consumers. Eastern 
 markets indicated a preference for the Gravenstein but competition 
 of cheap local apples or low-prieed soft fruits has excluded the Grav- 
 enstein in some years. Although this variety occupies first place as 
 an early eating apple in all markets, it loses favor in southern Cali- 
 fornia and in New York City as soon as the Jonathan appears on the 
 market. In the northern California markets, the Gravenstein with- 
 stands competition from the Jonathan remarkably well. 
 
 In California markets the Gravenstein was also named as one of 
 the preferred varieties of early cooking apples. Consumers with 
 medium and high incomes reported using the Gravenstein as a cook- 
 ing apple as often as they reported using it as an eating apple. In 
 contrast, the Gravenstein is classed almost exclusively as an eating 
 apple in eastern markets. Such varieties as Wealthy, Duchess, Trans- 
 parent, and Williams Red are used for cooking in those markets and 
 are available at relatively low prices. 
 
 Of the late varieties of eating apples, Jonathan, Winesap, New- 
 town, Spitzenburg, and Delicious are favorites in California markets. 
 Northern California named Spitzenburg, Newtown, and Winesap, 
 while southern California named Jonathan, Delicious, and Winesap 
 most frequently. Eastern markets indicated a preference for Wine- 
 sap, Delicious, Jonathan, Spitzenburg, and Mcintosh. 
 
 In California markets, Newtown, Bellflower, and Rome Beauty 
 are preferred late cooking varieties. The Bellflower is the outstand- 
 ing first choice in southern California while the Rome Beauty, which 
 is used primarily for baking, is most acceptable in northern Califor- 
 nia. In eastern markets Rhode Island Greening, Baldwin, and Rome 
 Beauty are preferred as late cooking apples. 
 
 Size Preferences. — In general, the sizes of apples ranging between 
 100 and 150 per standard apple box are most acceptable in all mar- 
 kets. However, for some varieties used primarily for baking, larger 
 sizes are preferred, and in some markets smaller sizes of Jonathans 
 are received without marked discrimination. 
 
 Size preference was reported to vary to some extent with prices. 
 If prices are low the large apples are in greater demand, while, if 
 prices are high, small apples are taken more readily. 
 
 Grade Preferences. — As a whole, northern California markets 
 required better grades of apples than southern California markets. 
 The New York market expressed decided preference for fruit of high 
 grade from the Pacific coast. Northwest 'Extra Fancy,' California 
 
Bul. 501] Marketing California Apples 5 
 
 'Fancy,' and 'U. S. No. 1' were most popular at price differentials 
 prevailing' in 1929. 
 
 Pack and Container Preferences. — In general, northern California 
 markets prefer all apples packed and wrapped in standard apple 
 boxes. Brokers, who do little business in early cooking apples, stated 
 this to be the case for all varieties of apples, whereas wholesalers and 
 jobbers stated that early cooking apples were preferred unwrapped 
 in lugs. Southern California markets lean heavily toward California 
 apples unwrapped and loose in unlidded boxes. On the other hand, 
 these markets expressed a preference for wrapped and packed apples 
 in standard apple boxes from the Northwest. In Eastern markets 
 the box is the universally accepted container for western apples, 
 including California Gravensteins and Northwest varieties. 
 
 Color Preferences. — Red apples are in general favor among con- 
 sumers, although approximately 50 per cent of those interviewed 
 reported no color preference. Green rather than yellow colored New- 
 towns are preferred in California markets. 
 
 The Effect of the Sale of Immature Apples. — Less than 40 per cent 
 of all the consumers interviewed reported purchasing early immature 
 apples. Consumers who reported purchasing- such apples for specific 
 purposes, for sauce and pies, for example, indicated that in general 
 the immaturity did not prejudice them against the purchase of the 
 same variety later in the season when it was mature. Retailers, how- 
 ever, were of the opinion that, on the whole, the sale of immature 
 apples was injurious and that it affected later sales. At the same 
 time, they felt that there is a specific demand for early immature 
 apples. 
 
 Consumers in northern California markets purchase immature 
 apples to a greater extent than do those in southern California markets. 
 Consequently there were a larger number of wholesalers and jobbers 
 in northern California markets than in those of southern California 
 who were of the opinion that the sale of immature apples did not 
 hurt later sales. It was the opinion of the wholesale trade that imma- 
 turity was more objectionable in the Gravenstein than in the Bell- 
 flower or Newtown. 
 
 Possible Premiums for Well-Striped Gravensteins Packed Sep- 
 arately. — Approximately half of the California retailers interviewed 
 reported they could pay a premium of from 25 cents to a dollar a box 
 for well-striped Gravensteins, the majority reporting approximately 
 50 cents a box. Likewise, nearly 50 per cent of the wholesalers and 
 jobbers in California markets stated that they could pay such a 
 
6 University of California — Experiment Station 
 
 premium but the majority felt that 25 cents a box was the extent of 
 the premium. Brokers were more generally of the opinion that a 
 premium could be obtained. On the eastern markets wholesalers, job- 
 bers, and brokers were almost unanimous in stating- that a premium of 
 from 25 cents to 50 cents a box could be obtained. 
 
 Nevertheless, it was the general opinion of all factors, including 
 shippers, that it would not be a profitable practice under present con- 
 ditions of production in the Gravenstein area to attempt to pack 
 well-striped Gravensteins separately. Only a small proportion of the 
 apples produced are highly colored and it was felt that packing the 
 well-striped apples separately would lower the price for the general 
 run of the pack to such an extent that the premium obtained for the 
 highly colored apples would not offset the loss from lower prices that 
 would be received for the bulk of the pack. 
 
 Storage Operations and Problems. — Storage of Gravensteins is 
 seldom practiced in California markets. Those who had stored them 
 held them for short periods, usually not longer than three to four 
 weeks. Bitter-pit was reported to be the principal problem encoun- 
 tered in the storage of this variety. 
 
 It was the concensus of opinion from retailer to shipper that it is 
 inadvisable to store Gravensteins in order to extend their marketing 
 season because Jonathans are preferred in most markets and as soon 
 as available tend to displace Gravensteins. The only conditions that 
 would make the storage of Gravensteins advisable would be an over- 
 loaded market during mid-season in heavy crop years or a late 
 Jonathan crop in the Northwest. 
 
 Bellflowers are stored by the majority of wholesalers in southern 
 California markets and by most of the shippers in the Watsonville 
 district. However, only half of the dealers in northern California 
 markets stored them, and the quantity stored by these dealers was 
 considerably less than that stored by those in southern California. 
 The length of the storage period varied from three to six months with 
 a marked tendency on the part of southern California wholesalers to 
 store longer than those in northern California. The development of 
 bitter-pit and a tendency to ripen too rapidly were the chief difficul- 
 ties encountered in the storage of Bellflowers. Most dealers reported 
 the storage of this variety as profitable. 
 
 Most of those who handled Newtowns made a practice of storing. 
 The length of the storage period was considerably longer than for 
 Bellflowers. It is a common practice to hold some Newtowns until 
 July 1. Internal browning was reported to be the chief difficulty in 
 
Bul. 501] Marketing California Apples 7 
 
 storage. Scald was stated to add to storage difficulties, but was not 
 reported troublesome except where difficulties were experienced with 
 ventilation, high temperatures, or some unusual delay in placing the 
 fruit in storage. The majority reported the storage of this variety 
 as profitable. 
 
 Market Structure. — Apples, like other fruits and vegetables, take 
 a variety of routes as they move from producer to consumer. On the 
 whole the most typical route followed by California apples is as fol- 
 lows : Producer — country packer — distributor — broker — jobber — re- 
 tailer — consumer. In eastern markets an auction, and at times also a 
 wholesaler, is found between broker and jobber. In Los Angeles a 
 wholesaler is often found at that stage. (See chart on cover page.) 
 
 There was no evidence of purposeful extra handling. When one 
 jobber, for example, bought of another, it was because he needed 
 immediately a small quantity of apples of a particular size, quality, or 
 variety to meet the needs of his trade. When jobbers bought of whole- 
 salers they did so because they could not use the full car lots offered by 
 brokers for country shippers. All dealers were found to take short- 
 cuts in these trade channels when they found it profitable, even to the 
 extent in some cases of going directly to the producer. 
 
 Quantity Per Sale. — The country packer, the distributor, and 
 the broker usually ship and sell car lots; the wholesaler commonly 
 sells 25 to 100 boxes, the jobber 5 to 10 boxes, and the retailer from 
 3 to 5 pounds. 
 
 Credit Relations. — It was found that retailers received credit from 
 wholesalers, while jobbers reported purchasing principally on a cash 
 basis, although some purchases were made on a credit basis. Whole- 
 salers often engaged in two-way financing. That is, they made cash 
 advances to country packers as well as extending credit to retailers 
 and jobbers. Brokers and distributors also extended credit in both 
 directions. Shippers financed growers to some extent by making cash 
 advances on delivery of the product but financed production opera- 
 tions directly only in a limited way. 
 
 In the Sebastopol area growers are usually free to choose the type 
 of marketing agency they favor because they do not obtain credit 
 from shippers. In that area credit service from local banks was 
 reported to be generally satisfactory. The rates of interest paid by 
 growers compare favorably with those in other agricultural sections. 
 There is no apparent credit shortage in the district. 
 
 Charges and Margins. — Between 20 and 35 per cent is the gross 
 margin considered necessary by most retailers for handling apples. 
 
8 University of California — Experiment Station 
 
 Wholesalers and jobbers attempt to obtain a margin of 15 per cent or 
 approximately 25 cents a box. If they sell on a commission basis the 
 charge for this service is usually 15 per cent. Five cents a box and 
 25 dollars a carload are the most usual selling charges of brokers while 
 distributors generally charge 7 per cent on delivered or auction sales 
 and 10 per cent on f.o.b. sales. Cooperative shippers handle apples 
 for growers' account at actual cost. 
 
 Packing charges range from 45 to 60 cents a box. The most usual 
 charge is 55 cents a box. Total charges made by the shipper for 
 packing and selling range from 55% to 67 V2 cents a box. 
 
 In eastern cities storage charges for carload lots vary from 8 to 10 
 cents a box for the first month in storage and from 5 to 6 cents a box 
 for each succeeding month. In California the rates are fixed by the 
 Railroad Commission. The rate is 9 cents a box for the first month 
 and 5 cents a box for each succeeding month, with a maximum rate 
 of 25 cents a box for the season. Cooperative storage houses operate 
 at cost. 
 
 Competition Between Fruits, and Possibilities and Suggestions for 
 Increasing the Demand for Apples. — During the Gravenstein market- 
 ing season, many species of soft fruits are available and offer severe 
 competition. For the entire apple season oranges and bananas are 
 considered the chief competitors of the apple. 
 
 There was considerable diversity of opinion as to the possibilities of 
 increasing the demand for apples. Those who felt the demand could be 
 increased thought that advertising, better packing, better sizing, better 
 grading, the use of new boxes, and the proper timing of the sale of 
 varieties would be of value. Advertising was mentioned most fre- 
 quently. It was apparent from the consumer and retailer surveys 
 that the retailer occupies an advantageous position to influence con- 
 sumer's purchases. More than 70 per cent of all consumers go in 
 person to the retail store and nearly 80 per cent of all consumers 
 merely ask for "apples" rather than for a given variety. Hence an 
 advertising campaign to be most effective should first be directed at 
 the retailer. 
 
 As a cheap form of effective advertising, shippers might place in 
 each box an attractive card suitable for display by the retailer. This 
 should feature such points as the name of the variety, its point of 
 production, its best uses, and the time of year when it is at its best. 
 
 Opinion was divided as to whether a fancy package was a selling 
 aid. There was also a diversity of opinion as to whether price con- 
 trol at shipping point would improve apple marketing. 
 
Bul. 501] Marketing California Apples 9 
 
 Growers' Attitude Toward Marketing Agencies. — The majority 
 of Sebastopol apple growers favored a cooperative marketing agency 
 of the centralized type with a federated type as second choice. 
 Approximately 65 per cent of those dealing with cooperative agencies 
 were satisfied with the service rendered, while 53 per cent of those 
 who dealt with independent agencies were satisfied. Nearly half of 
 the growers had used more than one marketing agency during the 
 past five years. 
 
 Apple Production and Wholesale Prices. — Wholesale prices of 
 California apples are closely related to the general level of apple 
 prices throughout the country. Los Angeles wholesale prices are 
 influenced to a considerable extent by supplies on that market. New 
 York auction prices for Gravensteins are influenced by several other 
 factors which outweigh in importance the quantity of Gravensteins 
 sold at auction. 
 
 Retail Prices. — The most striking characteristic of retail prices 
 of apples is their wide variation. Quality and variety and the type 
 of store in which the apples are sold all influence retail prices. Pre- 
 miums for high quality are greatest when the supply of high-quality 
 apples is limited. Fruit stores commonly offer high-quality apples 
 at lower prices than do independent or chain-store retailers. 
 
10 University of California — Experiment Station 
 
 TRADE CHANNELS FOLLOWED BY CALIFORNIA APPLES 
 
 The chart on the cover page pictures diagrammaticaHy the various 
 trade channels that were found to exist in the marketing of California 
 apples. A number of agencies are engaged in performing the various 
 marketing services. 6 At the same time, all of the agencies may or may 
 not be utilized in bringing the product from a given producer to a 
 given consumer. Likewise, some of the agencies are performing some- 
 what similar services. Furthermore, short cuts are sometimes made 
 in the marketing process which eliminate one or more agencies. For 
 instance, a shipper may sell all or a portion of his output directly to 
 a wholesaler instead of selling through a broker or through a dis- 
 tributor and a broker. However, it was found that the principal trade 
 channels followed in the marketing of California apples were those 
 represented in the chart. That is, the shipper assembled, graded, and 
 packed the apples delivered by the producer ; a broker acting for a dis- 
 tributor, or a broker acting for the shipper, sold to wholesalers in 
 car lots; the wholesalers sold less than car lots to jobbers or retailers 
 or to both; jobbers sold small lots of packages to retailers, and the 
 retailer sold to the consumer in lots of a few pounds. 7 In eastern 
 markets, similar trade channels are used except that California apples 
 are sold almost exclusively on the auction to wholesalers and jobbers. 
 
 The complicated market structure pictured on the cover chart has 
 arisen out of attempts on the part of certain dealers to offer more and 
 better marketing services and on the part of others to find short cuts, 
 all, of course, with an eye to greater profits. Thus any given shipper 
 may make connections with wholesalers in a number of cities and 
 either consign to them or exchange telegrams in order to make sales. 
 He may, however, find it more satisfactory in cost and service to 
 make connections with brokers in those cities and thus reach all avail- 
 able carlot buyers in a given market through one broker, and at a 
 minimum of expense for telegrams. 
 
 Again, a shipper may find that it takes a long time and is expen- 
 sive to build up satisfactory brokerage connections in many markets. 
 He may, therefore, find that his net profits are actually increased by 
 
 6 For a discussion of marketing services see: Macklin, Theodore. Efficient 
 marketing for agriculture. Chap. Ill to XI. Macmillan Co., New York. 1921. 
 
 7 For a detailed discussion of trade channels see: Erdman, H. E. American 
 produce markets. Chap. VI, p. 94-113. D. C. Heath & Co., Boston. 1928. 
 
Bul. 501] Marketing California Apples 11 
 
 paying a somewhat higher charge to some distributor who maintains 
 an elaborate set of brokerage connections reaching all of the large 
 markets of the country. There are a number of such distributors, 
 both private and cooperative. 
 
 Any given shipper will thus balance the advantages and disad- 
 vantages of different trade channels against his own needs and ability. 
 Likewise, various plans may be followed by other dealers. A jobber 
 in an eastern market may, for example, buy apples at auction in lots 
 of 20 boxes or more, or he may buy of a car lot receiver (pictured in 
 the chart as a wholesaler), or he may buy a carlot outright through 
 a broker. He will do the latter only if he has a, large business in 
 apples or if he has the necessary storage facilities and is adequately 
 financed. 
 
 TRADE OPINION ON MARKET PREFERENCES 
 
 Trade opinions on market preferences were obtained by personal 
 interview from 104 retailers in California cities, 116 wholesalers and 
 jobbers in California and eastern cities, 34 brokers and distributors 
 in California and eastern cities, and 37 shippers in California. Spe- 
 cific questions were asked of each person interviewed and the replies 
 were summarized as shown in tables which follow. In many cases the 
 questions were not answered or the replies were vague. Consequently, 
 only those replies were tabulated which were direct and to the point. 
 
 The tables present the opinions of the various factors in the trade 
 with reference to market preferences. In general the various factors 
 were in accord concerning the demands of their markets, but in some 
 instances there was a conflict of opinion. Where such conflict is evi- 
 dent, attention will be called to the fact in the discussion which 
 follows. However, since some readers will be interested in comparing 
 and contrasting the opinions of the various classes of dealers, the 
 data obtained are presented in tables which separate the opinions of 
 each type of dealer. 
 
 VARIETY PREFERENCES* 
 
 When stating variety preferences, dealers were asked to classify 
 apples as early eating, early cooking, late eating, and late cooking, 
 but it was difficult for most of them to do so. (See tables 4 to 7.) In 
 both northern and southern California markets, the Bellflower was 
 called an early eating apple by many and a late cooking apple by 
 
 * See footnote, page 3. 
 
12 University of California — Experiment Station 
 
 others. In southern California, in fact, the Bellflower was classed as 
 an early eating", early cooking, and late cooking apple. Likewise, the 
 Jonathan was given fourth choice as an early eating apple by the 
 northern California trade and first choice as a late eating apple by 
 the southern California trade. 
 
 It was also difficult for the trade to name varieties in order of their 
 preference. They invariably tended to name the varieties in order 
 of their seasonal appearance on the market. Hence it is felt that the 
 answers are somewhat biased by this factor, although the interviewer 
 tried to keep the correct question before them. 
 
 In California markets most dealers named the Gravenstein as 
 first choice as an early eating apple. It was considered superior to 
 such varieties as Astrachan and Skinner's Seedling. In the New 
 York market, the Gravenstein was regarded as being the only variety 
 in its season used strictly for eating out of hand. Duchess and 
 Wealthy, particularly the early Wealthy from New Jersey, Maryland 
 and Delaware, were considered of little value for eating. Both of 
 these varieties, however, as well as the Yellow Transparent and Will- 
 iams Red, were frequently mentioned as eating apples. Mcintosh 
 and Jonathan were considered very popular varieties for eating but 
 these were most often classed as late varieties. It was particularly 
 difficult to make a satisfactory distinction between early and late 
 varieties in the East because New York and other eastern markets 
 receive the same varieties from numerous sources, each section having 
 different shipping dates. 
 
 In Chicago, Cleveland, Philadelphia, and Boston markets, the 
 Gravenstein was again looked upon as the outstanding and in reality 
 the only early eating apple. Perhaps Chicago used more Duchess, 
 Wealthy, and Transparent than the other markets. Philadelphia 
 was not an important market for Gravensteins, but dealers recog- 
 nized their value. Because there are many local varieties, some classed 
 fall Jonathans as the first eating sort. Boston gave Gravenstein first 
 place, followed by Mcintosh. Later Gravensteins from New Hamp- 
 shire, Massachusetts, and Vermont compete to some extent with the 
 last of the California crop. The eastern Gravenstein possesses more 
 color than the California Gravenstein. (See table 4 for summary of 
 market preferences for early eating varieties.) 
 
 The Gravenstein was named as a cooking apple as well as an eating 
 apple in California markets. A total of eleven varieties were named 
 as early cooking apples, but Astrachans (both red and white), Graven- 
 steins, Bellflowers, and Alexanders were named most frequently. 
 
Bul. 501] Marketing California Apples 13 
 
 The dealers on eastern markets named fifteen to twenty varieties 
 of early apples used for cooking purposes. Of these, Wealthy, Codlin, 
 Twenty Ounce, and Duchess were most important in New York, while 
 Wealthy, Duchess, and Transparent, were prominent in other eastern 
 markets (table 5). Red Astrachan, Gravenstein, and Northwestern 
 Greening' were used to a limited extent in New York. 
 
 In California, the varieties preferred as late eating apples were 
 Jonathan, Winesap, Newtown, Spitzenburg and Delicious. Rome 
 Beauty and Bellflower were also mentioned several times. (See 
 table 6.) 
 
 Of the varieties of late eating apples, Winesap was generally pre- 
 ferred in the East. Jonathan, Delicious, and Spitzenburg are next 
 in importance. Mcintosh, a fall and early winter variety was in 
 special demand on the New York market, while Philadelphia and 
 Boston showed a decided partiality for the Stayman Winesap. Cleve- 
 land and Chicago gave the Jonathan first place. E. F. Dummeier 8 in 
 a study of the Chicago market reported: "The four varieties of far 
 western apples which stand out on the Chicago market are Delicious, 
 Jonathan, Winesap, and Rome Beauty. The Stayman Winesap is 
 more popular in Philadelphia, Baltimore, and Washington, than it is 
 in Chicago. The Spitzenburg sells better in comparison with other 
 varieties in several eastern cities than it does in Chicago. ' ' 
 
 California markets preferred the Newtown, Bellflower, and Rome 
 Beauty varieties as late cooking apples. The Rome Beauty was par- 
 ticularly in demand as a baking apple, although it was used to a 
 considerable extent as a late eating apple. It is worthy of note that 
 the varieties named as cooking apples are not red apples. Other 
 varieties named as late cooking apples were Winesap, Tompkins King, 
 Fall Pippin, Twenty Ounce and Rhode Island Greening. (See table 7.) 
 
 For fall and winter cooking apples, New York preferred Rhode 
 Island Greening, Baldwin, and Rome Beauty. The trade appeared to 
 have no special preference among the three varieties. Other varieties 
 of much less importance are Newtown, Twenty Ounce, York, Imperial, 
 and Stayman Winesap. The three most popular varieties listed for 
 New York were also the general favorites throughout the East. Indi- 
 vidual markets, however, showed a slight preference for each variety. 
 Boston favored Baldwin ; Cleveland, Rome Beauty ; and Philadelphia 
 Rome Beauty and Stayman Winesap. 
 
 s Dummeier, E. F. Marketing of Pacific Coast fruits in Chicago, p. 232. 
 Unpublished thesis, University of Chicago. 1926. 
 
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 Ange 
 
 meda, 
 
 11 
 
 
 
 
 
 ^ 
 
 1 
 
 J 
 
 3 C 
 
 
 
Bul. 501] Marketing California Apples 15 
 
 SIZE PREFERENCES 
 
 In California, the range in preferred sizes for all varieties of 
 apples was from 100 's to 150 's. However, the size requirements 
 varied somewhat for different varieties. For Jonathan the range was 
 113 's and 150 's, Delicious 88 's and 125 's, Spitzenburg 100 's to 125 's, 
 Winesap 113 's to 150 's, Newtown 100 's to 150 's, and Kome Beauty 
 72 's to 96 's. For general culinary uses, sizes 113 to 138 were in 
 greatest demand while for baking 100 's and larger sizes were desired. 
 Somewhat larger sizes were preferred in southern California mar- 
 kets than in northern California markets. However, toward the end 
 of the season the preference was for the smaller sizes in the preferred 
 range in southern California. For instance, in the early part of the 
 Jonathan season, the preferred sizes ran from 100 's to 138 's, while 
 in the latter part of the season 125 's to 150 's were preferred. Never- 
 theless, sizes most in demand ranged between 113 's and 138 's. 
 
 Several dealers reported that size requirements varied with the 
 price. If prices were low the larger apples were in greater demand 
 while if prices were high the smaller apples were taken more readily. 
 
 New York also showed a preference for the sizes between 100 's and 
 150 's for general trade. Other eastern markets preferred the 113 's 
 to 138 's inclusive, with Chicago using some 150 's. The statements of 
 wholesalers, jobbers, brokers, and distributors with reference to size 
 preferences agreed closely with the statements made by retailers as 
 to the size of apples they handled (table 1). 
 
 GRADE PREFERENCES 
 
 Grade preferences varied widely among varieties and markets. 
 Price and time of the year were also said to influence grade prefer- 
 ences. For example, when apple prices were low, or late in the sea- 
 son when apples come out of storage, the preference was for 'Extra 
 Fancy,' while with prices high, or early in the season, the preference 
 was for ' Fancy. ' 
 
 As a whole the northern California markets required a better 
 grade of apple than did those in southern California. This was par- 
 ticularly true of the San Francisco market. The Sacramento and 
 Stockton markets did not, however, require as good a grade as the 
 San Francisco market, these markets reporting that approximately 
 75 per cent 'C grade is demanded and 25 per cent 'Fancy.' 
 
16 
 
 University of California — Experiment Station 
 
 The 'Unclassified' grade 9 was acceptable in Los Angeles for early 
 varieties. For early cooking varieties this usually meant orchard 
 run with culls out. In San Francisco, however, the 'Fancy' grade 
 was in greatest demand even for early varieties. Late apples of 
 'Fancy' and 'Extra Fancy' grades were preferred in most California 
 markets, but Los Angeles accepted large quantities of the 'Combi- 
 nation' grade. 
 
 In New York, Northwest 'Extra Fancy,' California 'Fancy,' and 
 'U. S. No. 1' were most popular. 10 The above grades were also in 
 greatest demand on other eastern markets surveyed with the excep- 
 
 TABLE 2 
 Grades of Apples Handled by Retailers in California 
 
 
 Extra fancy 
 
 Fancy 
 
 C grade 
 
 Combination 
 
 Number of 
 
 Area 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 dealers 
 reporting 
 
 
 1 
 
 2* 
 
 3 
 
 4*- 
 
 5 
 
 6* 
 
 7 
 
 8* 
 
 9 
 
 
 32 
 1 
 
 26 
 
 3 
 2 
 
 31 
 
 5 
 
 57 
 
 14 
 
 20 
 
 84 
 15 
 45 
 
 19 
 
 5 
 
 82 
 75 
 98 
 
 86 
 
 50 
 
 24 
 5 
 
 9 
 
 3 
 
 7 
 
 24 
 25 
 20 
 
 14 
 
 70 
 
 11 
 
 10 
 
 1 
 
 
 
 11 
 
 
 22 
 
 5 
 
 
 102 
 
 
 20 
 
 
 46 
 
 Alameda, Berkeley, 
 
 22 
 
 Stockton and Sacra- 
 
 10 
 
 
 
 *The items in columns 2, 4, 6, and 8 will not total 100 because several retailers stated they carried more 
 than one grade. 
 
 tion of Cleveland. This market recognized high quality but paid little 
 more for it than for a good second grade. Here California 'Fancy' 
 and Northwest 'Fancy' sold well. Eastern varieties of the 'U. S. 
 No. 1' grade were in greatest demand with 'Combination' grade a 
 second choice. 
 
 The statements made by the trade concerning grade preferences 
 appear to conflict with the data obtained from retailers on the grades 
 of apples handled by them (table 2). That is, more retailers reported 
 that they handled 'Extra Fancy' than the wholesale trades' statements 
 would indicate. This may be explained by the fact that retailers 
 often handle several grades but the bulk of their business is in one 
 or two grades. 
 
 o After August 15, 1929, the ' Unclassified ' grade was replaced by the 'Combi- 
 nation' grade. 
 
 10 Very little eastern fruit grades 'U. S. Fancy.' 
 
Bul. 501] 
 
 Marketing California Apples 
 
 17 
 
 PACK PREFERENCES 
 Northern California markets, particularly the San Francisco mar- 
 ket, preferred to have apples packed and wrapped, while the Los An- 
 geles market preferred California varieties loose in unlidded boxes 
 and Northwest apples packed and wrapped. Eastern markets 
 demanded packed and wrapped apples from California and the North- 
 west but accepted local apples loose. 
 
 CONTAINER PREFERENCES 
 
 Container preferences varied with markets and variety of apples. 
 
 Early cooking apples were sold in lugs in San Francisco and unlidded 
 
 boxes in Los Angeles. The latter market also accepted early eating, 
 
 late cooking, and late eating apples in these containers. Aside from 
 
 TABLE 3 
 
 Type of Container Preferred and Opinions Concerning Small Containers as 
 
 Reported by Retailers in California 
 
 
 Reporting a preference for 
 
 Opinions as to whether apples 
 
 could be sold advantageously 
 
 in original containersif packed 
 
 in smaller packages 
 
 Area 
 
 Boxes 
 
 Lugs 
 
 No 
 preference 
 
 Total 
 replies 
 
 Could 
 
 Could not 
 
 Total 
 replies 
 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Num- 
 ber 
 
 Per 
 
 cent 
 
 Num- 
 ber 
 
 Per 
 
 cent 
 
 Num- 
 ber 
 
 
 81 
 15 
 48 
 
 8 
 
 10 
 
 79 
 83 
 98 
 
 36 
 
 77 
 
 5 
 
 
 1 
 
 3 
 
 5 
 
 2 
 
 14 
 
 8 
 
 16 
 3 
 
 
 11 
 
 2 
 
 16 
 17 
 
 
 50 
 
 15 
 
 102 
 
 18 
 49 
 
 22 
 
 13 
 
 26 
 
 7 
 7 
 
 8 
 
 4 
 
 28 
 29 
 19 
 
 35 
 
 36 
 
 68 
 17 
 29 
 
 15 
 
 7 
 
 72 
 71 
 81 
 
 65 
 
 64 
 
 94 
 
 
 24 
 
 
 36 
 
 Alameda, Berkeley, and 
 
 23 
 
 Stockton and Sacra- 
 
 11 
 
 
 
 early cooking apples, the San Francisco market demanded that apples 
 be in standard apple boxes. Eastern markets desired that western 
 apples arrive in standard apple boxes, although bushel baskets and 
 barrels were acceptable containers for eastern apples. In Philadel- 
 phia and Cleveland % bushel baskets were becoming popular. Boston 
 received a considerable proportion of its early cooking apples in a 
 local bushel lug box. 
 
 As is shown in table 3, the majority of California retailers sup- 
 ported the opinion of the rest of the trade by stating that they pre- 
 ferred to buy apples in boxes, those in Los Angeles indicating a 
 preference for the unlidded box. 
 
18 
 
 University of California — Experiment Station 
 
 TABLE 4 
 
 Market Preferences for Early Eating Apples 
 (In order named most frequently) 
 
 Item 
 
 Markets 
 
 All Cali- 
 fornia 
 
 Northern 
 California 
 
 Southern 
 California 
 
 New York 
 
 All Eastern 
 
 As reported by wholesalers and jobbers 
 
 Variety 
 
 Gravenstein 
 
 Jonathan 
 
 Bellflower 
 
 Gravenstein 
 
 Jonathan 
 
 Bellflower 
 
 Gravenstein 
 Skinner's Seed- 
 ling 
 
 Gravenstein 
 
 Wealthy 
 
 Duchess 
 
 Gravenstein 
 
 Size 
 
 100-150 
 88-125 
 113-150 
 
 100-150 
 113-150 
 100-138 
 
 100-150 
 88-125 
 
 100-150 
 80- 96 
 
 113-150 
 
 Grade 
 
 Fancy 
 Unclassified 
 C grade 
 
 Fancy 
 C grade 
 Extra Fancy 
 
 Unclassified 
 Fancy 
 C grade 
 
 N.W.ExtraFancy 
 Calif. Fancy 
 U. S. No. 1 
 
 Calif. Fancy 
 N. W. Fancy 
 U. S. No. 1 
 
 Pack 
 
 Unwrapped 
 
 Wrapped 
 
 Both 
 
 Unwrapped 
 
 Wrapped 
 
 Both 
 
 Unwrapped 
 
 Wrapped 
 
 Wrapped 
 
 Container 
 
 Boxes 
 Lugs 
 Both 
 
 Boxes 
 
 Lugs 
 
 Both 
 
 Boxes 
 
 Lugs 
 
 Both 
 
 Boxes 
 Bushel basket 
 
 Boxes 
 Bushel basket 
 
 As reported by brokers and distributors 
 
 Variety 
 
 Gravenstein 
 Jonathan 
 Skinner's Seed- 
 ling 
 
 Gravenstein 
 
 Astrachan 
 
 Jonathan 
 
 Gravenstein 
 Skinner's Seed- 
 ling 
 Jonathan 
 
 Gravenstein 
 
 Wealthy 
 
 Duchess 
 
 Gravenstein 
 
 Wealthy 
 
 Duchess 
 
 Size 
 
 100-150 
 88-125 
 
 100-150 
 
 100-150 
 88-125 
 
 113-150 
 
 113-138 
 
 Grade 
 
 Fancy 
 Unclassified 
 C grade 
 
 Fancy 
 C grade 
 Extra fancy 
 
 Unclassified 
 Fancy 
 
 Fancy 
 
 U. S. No. 1 
 
 Fancy 
 
 U. S. No. 1 
 
 Pack 
 
 Unwrapped 
 
 Wrapped 
 
 Both 
 
 Wrapped 
 
 Unwrapped 
 
 Both 
 
 Unwrapped 
 
 Wrapped 
 
 Wrapped 
 
 Container 
 
 Boxes 
 Lugs 
 Baskets 
 
 Boxes 
 Lugs 
 
 Boxes 
 Baskets 
 
 Boxes 
 
 Boxes 
 
 Seventy-two per cent of the retailers were of the opinion that 
 apples could not be sold advantageously in original packages even if 
 they were packed in small containers (table 3). In the poorer districts 
 retailers were emphatic in their statements that they could not sell 
 
Bul. 501] Marketing California Apples 
 
 TABLE 5 
 
 Market Preferences for Early Cooking Apples 
 (In order named most frequently) 
 
 19 
 
 Item 
 
 Markets 
 
 All Cali- 
 fornia 
 
 Northern 
 California 
 
 Southern 
 California 
 
 New York 
 
 All Eastern 
 
 As reported by wholesalers and jobbers 
 
 
 Astrachan 
 
 Astrachan 
 
 Astrachan 
 
 Wealthy 
 
 Wealthy 
 
 Variety 
 
 Gravenstein 
 
 Alexander 
 
 Bellflower 
 
 Codlin 
 
 Duchess 
 
 
 Alexander 
 
 Gravenstein 
 
 Gravenstein 
 
 Twenty Ounce 
 Duchess 
 
 Transparent 
 
 
 100-150 
 
 100-150 
 
 100-150 
 
 113-138 
 
 113-138 
 
 Size 
 
 88-125 
 
 113-125 
 
 88-125 
 
 88-104 
 
 88-100 
 
 
 113-125 
 
 80-113 
 
 
 150 
 
 
 
 Fancy 
 
 Fancy 
 
 Unclassified 
 
 U. S. No. 1 
 
 U. S. No. 1 
 
 Grade 
 
 Unclassified 
 
 C grade 
 
 Fancy 
 
 Commercial 
 
 Commercial 
 
 
 C grade 
 
 
 C grade 
 
 
 
 
 Unwrapped 
 
 Unwrapped 
 
 Unwrapped 
 
 Unwrapped 
 
 Unwrapped 
 
 Pack 
 
 
 Wrapped 
 Both 
 
 
 
 
 
 Boxes 
 
 Lugs 
 
 Boxes 
 
 Bushel baskets 
 
 Bushel baskets 
 
 Container 
 
 Lugs 
 
 Boxes 
 
 Lugs 
 
 
 Y% bushel baskets 
 
 
 Both 
 
 Both 
 
 Both 
 
 
 Lugs 
 
 
 
 As reported by brokers and distributors 
 
 
 Variety 
 
 Bellflower 
 
 Gravenstein 
 
 Astrachan 
 
 Gravenstein 
 
 Astrachan 
 
 Alexander 
 
 Bellflower 
 Astrachan 
 Gravenstein 
 
 Wealthy 
 Duchess 
 Williams Red 
 
 Wealthy 
 Duchess 
 Transparent 
 
 Size 
 
 100-150 
 88-125 
 
 100150 
 
 100-150 
 88-125 
 
 100-125 
 80-100 
 
 100-125 
 80-100 
 
 Grade 
 
 Fancy 
 Unclassified 
 C grade 
 
 Fancy 
 C grade 
 
 Unclassified 
 Fancy 
 
 U. S. No. 1 
 Commercial 
 
 U. S. No. 1 
 Commercial 
 
 Pack 
 
 Unwrapped 
 
 Wrapped 
 
 Both 
 
 Wrapped 
 
 Unwrapped 
 
 Both 
 
 Unwrapped 
 
 Unwrapped 
 
 Unwrapped 
 
 Container 
 
 Boxes 
 Lugs 
 Both 
 
 Boxes 
 Lugs 
 Both 
 
 Boxes 
 
 Bushel baskets 
 
 Bushel baskets 
 Bushel lugs 
 
 in original packages, while in the higher income districts a larger 
 number reported that they could sell to advantage in small packages. 
 Some said that the holiday trade would be more likely to accept 
 original packages. 
 
20 University of California — Experiment Station 
 
 TABLE 6 
 
 Market Preferences for Late Eating Apples 
 (In order named most frequently) 
 
 Item 
 
 Markets 
 
 All Cali- 
 fornia 
 
 Northern 
 California 
 
 Southern 
 California 
 
 New York 
 
 All Eastern 
 
 As reported by wholesalers and jobbers 
 
 
 Jonathan 
 
 Spitzenburg 
 
 Jonathan 
 
 Winesap 
 
 Winesap 
 
 Variety 
 
 Winesap 
 
 Newtown 
 
 Delicious 
 
 Delicious and 
 
 Jonathan 
 
 
 Newtown 
 
 Winesap 
 
 Winesap 
 
 Jonathan 
 Spitzenburg 
 
 Delicious 
 
 
 
 
 
 Mcintosh 
 
 
 
 100-150 
 
 100-150 
 
 100-150 
 
 100-138 
 
 113-138 
 
 Size 
 
 113-150 
 
 113-150 
 
 113-150 
 
 88- 96 
 
 138-150 
 
 
 88-125 
 
 125-150 
 
 88-125 
 
 150 
 
 
 
 Fancy 
 
 Fancy 
 
 Extra fancy 
 
 Extra fancy 
 
 Extra fancy 
 
 Grade 
 
 Extra fancy 
 
 Extra fancy 
 
 Fancy 
 
 Fancy 
 
 Fancy 
 
 
 C grade 
 
 C grade 
 
 Combination 
 
 
 
 
 Wrapped 
 
 Wrapped 
 
 Both 
 
 Wrapped 
 
 Wrapped 
 
 Pack 
 
 Both 
 
 Unwrapped 
 
 Wrapped 
 
 Unwrapped 
 
 Unwrapped 
 
 
 Unwrapped 
 
 Both 
 
 Unwrapped 
 
 
 
 
 Boxes 
 
 Boxes 
 
 Boxes 
 
 Boxes 
 
 Boxes 
 
 Container 
 
 Lugs 
 
 Both 
 
 Baskets 
 
 Baskets 
 
 Baskets 
 
 
 Baskets 
 
 Lugs 
 
 
 Barrels 
 
 Barrels 
 
 As reported by brokers and distributors 
 
 
 Spitzenburg 
 
 Spitzenburg 
 
 Jonathan 
 
 Winesap and 
 
 Winesap 
 
 Variety 
 
 Winesap 
 
 Winesap 
 
 Delicious 
 
 Delicious 
 
 Jonathan 
 
 
 Jonathan 
 
 Newtown 
 
 Winesap 
 
 Jonathan 
 Mcintosh 
 
 Delicious 
 
 
 100-150 
 
 100-150 
 
 113-150 
 
 113-150 
 
 113-150 
 
 Size 
 
 113-150 
 100-113 
 
 
 100-113 
 80-125 
 
 80-100 
 
 80-100 
 
 
 Fancy 
 
 Fancy 
 
 Extra fancy 
 
 Extra fancy 
 
 Extra fancy 
 
 Grade 
 
 Extra fancy 
 
 Extra fancy 
 
 Fancy 
 
 Fancy 
 
 Fancy 
 
 
 Combination 
 
 C grade 
 
 Combination 
 
 U. S. Fancy and 
 U. S. No. 1 
 
 U. S. Fancy and 
 U. S. No. 1 
 
 
 Both 
 
 Both 
 
 Both 
 
 Wrapped 
 
 Wrapped 
 
 Pack 
 
 Wrapped 
 
 Wrapped 
 
 Wrapped 
 
 Unwrapped 
 
 Unwrapped 
 
 
 Unwrapped 
 
 Unwrapped 
 
 Unwrapped 
 
 
 
 
 Boxes 
 
 Boxes 
 
 Boxes 
 
 Boxes 
 
 Boxes 
 
 Container 
 
 Baskets 
 
 
 Baskets 
 
 Baskets 
 Barrels 
 
 Baskets 
 Barrels 
 
Bul. 501] Marketing California Apples 
 
 TABLE 7 
 
 Market Preferences for Late Cooking Apples 
 (In order named most frequently) 
 
 21 
 
 Item 
 
 Markets 
 
 All Cali- 
 fornia 
 
 Northern 
 California 
 
 Southern 
 California 
 
 New York 
 
 All Eastern 
 
 As reported by wholesalers and jobbers 
 
 
 Newtown 
 
 Newtown 
 
 Bellflower 
 
 R. I. Greening 
 
 R. I. Greening 
 
 Variety 
 
 Bellflower 
 
 Rome Beauty 
 
 Newtown 
 
 Baldwin 
 
 Baldwin 
 
 
 Rome Beauty 
 
 Bellflower 
 
 Rome Beauty 
 
 Rome Beauty 
 
 Rome Beauty 
 
 
 100-150 
 
 100-150 
 
 100-150 
 
 88-138 
 
 88-138 
 
 Size 
 
 72-100 
 
 64-80 
 
 72-100 
 
 72-88 
 
 
 
 64- 80 
 
 113-150 
 
 
 150 
 
 
 
 Fancy 
 
 Fancy 
 
 Combination 
 
 Extra fancy (W)* 
 
 Extra fancy (W) 
 
 Grade 
 
 Extra fancy 
 
 C grade 
 
 Fancy 
 
 U. S. No. 1(E) t 
 
 U. S. No. 1 (E) 
 
 
 C grade 
 
 Extra fancy 
 
 Extra fancy 
 
 Fancy (W) 
 U. S. Combina- 
 tion (E) 
 
 Fancy (W) 
 
 
 Wrapped 
 
 Wrapped 
 
 Unwrapped 
 
 Both 
 
 Both 
 
 Pack 
 
 Both 
 
 Both 
 
 Both 
 
 
 
 
 Unwrapped 
 
 Unwrapped 
 
 Wrapped 
 
 
 
 
 Boxes 
 
 Boxes 
 
 Boxes 
 
 Boxes (W) 
 
 Boxes (W) 
 
 Container 
 
 Both 
 Lugs 
 
 Both 
 
 Lugs 
 
 
 Baskets (E) 
 
 Baskets (E) 
 
 As reported by brokers and distributors 
 
 Variety 
 
 Newtown 
 Bellflower 
 Rome Beauty 
 
 Rome Beauty 
 
 Newtown 
 
 Bellflower 
 
 Bellflower 
 Newtown 
 Rome Beauty 
 
 R. I. Greening 
 Baldwin 
 Rome Beauty 
 
 Rome Beauty 
 
 Baldwin 
 
 Winesap 
 
 Size 
 
 100-150 
 72-100 
 72- 88 
 
 72- 88 
 100-150 
 
 100-150 
 72-100 
 
 100-125 
 72-100 
 
 100-125 
 72-100 
 
 Grade 
 
 Fancy 
 
 Combination 
 Extra fancy 
 
 Fancy 
 Extra fancy 
 Combination 
 
 Combination 
 Fancy 
 Extra fancy 
 
 Extra fancy 
 U. S. No. 1 
 Fancy 
 
 Extra fancy 
 U. S. No. 1 
 Fancy 
 
 Pack 
 
 Wrapped 
 
 Both 
 
 Unwrapped 
 
 Wrapped 
 
 Unwrapped 
 
 Both 
 
 Wrapped 
 
 Wrapped (W) 
 Unwrapped (E) 
 
 Wrapped (W) 
 Unwrapped (E) 
 
 Container 
 
 Boxes 
 
 Boxes 
 
 Boxes 
 
 Boxes 
 
 Baskets 
 
 Barrels 
 
 Boxes 
 
 Baskets 
 
 Barrels 
 
 *(W) Western apples. 
 |(E) Eastern apples. 
 
22 
 
 University of California — Experiment Station 
 
 A retail survey in Pennsylvania 11 brought out the fact that some 
 retailers had repacked apples and sold them in peck packages. Their 
 margin of profit was low but the volume sold made this practice 
 profitable. 
 
 TABLE 8 
 
 Color Preference for Newtowns in 1 California Markets as Reported by 
 Wholesalers and Jobbers 
 
 Markets 
 
 Reporting 
 
 preference for 
 
 green color 
 
 Reporting 
 preference for 
 yellow color 
 
 Reporting a 
 demand for both 
 yellow and green 
 
 Total 
 
 replies 
 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 
 32 
 15 
 17 
 
 77 
 68 
 85 
 
 3 
 2 
 1 
 
 7 
 9 
 5 
 
 7 
 5 
 2 
 
 16 
 23 
 10 
 
 42 
 22 
 20 
 
 100 
 
 Northern California 
 
 100 
 
 Southern California 
 
 100 
 
 
 
 COLOR PREFERENCE FOR NEWTOWNS IN CALIFORNIA MARKETS 
 
 Per cen+ of replies 
 20 40 60 
 
 eo 
 
 Preference 
 
 Fig. 1. — In California markets the preference is usually for green colored 
 Newtowns and this is especially the case in southern California. (Data from 
 table 8.) 
 
 COLOR PREFERENCE FOR NEWTOWNS 
 
 Watsonville growers and shippers are particularly interested in 
 trade preferences for color of the Newtown variety. In reply to a 
 question with reference to color, California wholesalers and jobbers 
 reported a decided preference for a green Newtown (table 8 and 
 fig. 1). Some dealers stated that the trade wanted a yellow-colored 
 Newtown late in the season, but all dealers reported a preference for 
 a green Newtown for storage. 
 
 ii Hanemann, H. A. Merchandizing apples in Pennsylvania cities. (Mimeo.) 
 p. 6. Pennsylvania Bur. Markets. March, 1927. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 23 
 
 Brokers were in general agreement with wholesalers and jobbers 
 as to color preference. Compare tables 8 and 9. For export, how- 
 ever, California brokers stated that the Hamburg market prefers a 
 yellow Newtown while other markets want a green Newtown. 
 
 TABLE 9 
 
 Color Preference for Newtowns in California Markets as Eeported by 
 Brokers and Distributors 
 
 Markets 
 
 Reporting 
 
 preference for 
 
 green color 
 
 Reporting 
 preference for 
 yellow color 
 
 Reporting a 
 demand for both 
 yellow and green 
 
 Total replies 
 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 
 13 
 5 
 
 8 
 
 86 
 83 
 89 
 
 1 
 
 1 
 
 7 
 
 11 
 
 
 
 7 
 
 17 
 
 
 15 
 6 
 9 
 
 100 
 
 
 100 
 
 
 100 
 
 
 
 OPINIONS ON PACKING WELL-STRIPED GRAVENSTEINS 
 SEPARATELY 
 
 California markets differed in their answers to the question of 
 whether or not the trade would pay more for well-striped Graven- 
 steins packed separately. Northern California wholesalers stated 
 more frequently that they would pay more. Likewise, brokers were 
 more generally of the opinion that a higher price could be obtained 
 than were wholesalers and retailers. (See tables 11 and 12.) The 
 premium they could pay ranged from 15 cents to a dollar a box. 
 Southern California dealers, as is evident from tables 10, 11, and 12, 
 were generally of the opinion that they could not pay more for sep- 
 arate packing of the well-striped Gravensteins, and those who did, 
 indicated that they could pay a smaller premium than the northern 
 California dealers reported. However, most dealers expressed doubt 
 as to whether this would be profitable from the standpoint of the 
 shipper. They felt that packing the fancy well-striped apples sep- 
 arately would rob the other grades to such an extent that they would 
 sell for less, resulting in a total smaller return to the grower. Ship- 
 pers concurred in this opinion. 
 
 It was the general opinion of the trade on all of the eastern mar- 
 kets that well-striped Gravensteins would bring a premium of from 
 25 to 50 cents a box more than those without stripe. Only 10 per 
 cent of those interviewed stated they would not pay at least 15 
 
24 
 
 University of California — Experiment Station 
 
 
 
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Bul. 501] 
 
 Marketing California Apples 
 
 25 
 
 TABLE 11 
 
 Wholesalers ' and Jobbers ' Opinions as to Premiums for Well-striped 
 
 Gravensteins 
 
 
 Would your trade pay more for well striped 
 Gravensteins packed separately? 
 
 
 Markets 
 
 Yes 
 
 No 
 
 Total replies 
 
 How much more? 
 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 
 
 21 
 14 
 7 
 26 
 55 
 
 53 
 64 
 39 
 81 
 90 
 
 19 
 8 
 
 11 
 6 
 6 
 
 47 
 36 
 61 
 19 
 10 
 
 40 
 22 
 18 
 32 
 61 
 
 100 
 100 
 100 
 100 
 100 
 
 10 cents to $1.00 a box, mostly 
 25 cents. 
 
 15 cents to $1.00 a box, mostly 
 25 cents. 
 
 10 cents to 35 cents a box, 
 mostly 25 cents. 
 
 15 cents to $1.00 a box, mostly 
 25 to 50 cents. 
 
 Northern California 
 Southern California 
 New York 
 
 
 
 ally 25 to 50 cents, mostly 25 
 cents. 
 
 TABLE 12 
 
 Brokers ' and Distributors' Opinions as to Premiums for Well-striped 
 
 Gravensteins 
 
 
 Would your trade pay more for fancy well 
 striped Gravenstein's packed separately? 
 
 
 Markets 
 
 Yes 
 
 No 
 
 Total replies 
 
 How much more? 
 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 
 All California 
 
 13 
 
 7 
 
 6 
 
 6 
 10 
 
 77 
 
 78 
 
 75 
 
 86 
 91 
 
 4 
 2 
 
 2 
 
 1 
 1 
 
 23 
 
 22 
 
 25 
 
 14 
 9 
 
 17 
 
 9 
 
 8 
 
 7 
 11 
 
 100 
 
 100 
 
 100 
 
 100 
 100 
 
 10 to 50 cents per box, mostly 
 25 cents. 
 
 10 to 50 cents per box, mostly 
 25 cents. 
 
 25 to 50 cents per box, mostly 
 25 cents 
 
 Northern California 
 Southern California 
 
 
 
 
 
26 
 
 University of California — Experiment Station 
 
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 New York 
 
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Bul. 501] Marketing California Apples 27 
 
 cents a box more, and several would pay from 75 cents to a dollar 
 more. Some of the better informed eastern dealers felt, however, as 
 did California dealers, that to take the striped apples away from the 
 general run of the pack would be a mistake, because not enough of 
 the fruit would come to this color requirement to offset the lower 
 price which would be paid for the larger proportion of the crop. 
 
 THE EFFECT OF THE SALE OF IMMATURE APPLES 
 
 One of the questions concerning which apple growers desired 
 specific information was the effect of the sale of immature apples. As 
 was noted in the consumer survey, information was obtained on this 
 point from them. In interviewing the various factors in the trade, 
 the question of immaturity and its effect on the market was discussed 
 from several angles. First, the general question, "What is your 
 opinion as to the sale of immature Gravensteins, Newtowns, Bell- 
 flowers, and other varieties?" was asked. The second question was, 
 ' l Is there a specific demand for early apples even if they are' imma- 
 ture V 9 The third question was, "Will the sale of immature Graven- 
 steins, Newtowns, Bellflowers, and other varieties hurt later sales?" 
 
 The general opinion of the trade in California markets was that it 
 is a bad practice to sell immature apples. Some dealers felt that it was 
 satisfactory under some circumstances, but the majority felt that it 
 was detrimental. By several it was held to be absolutely suicidal for 
 shippers to sell green fruit, yet a few insisted that buyers knew what 
 their trade demanded. Those who gave a qualified opinion expressed 
 the belief that there was a demand for immature apples for cooking, 
 particularly early in the summer when other apples were not on the 
 market. (See tables 13, 14, and 15.) Several brokers who sold apples 
 for export, stated that early in the season there was a demand for 
 green fruit and that it was not injurious to the market to supply 
 this demand. 
 
 In reply to the question concerning the effect of the sale of imma- 
 ture Newtowns there was a tendency for the trade to confuse green 
 color with immaturity. This no doubt accounts for the relatively 
 large number who felt that the sale of immature Newtowns was 
 satisfactory. 
 
 New York dealers were rather evenly divided in their opinion as 
 to the effect of the sale of immature apples. Jobbers felt that Grav- 
 ensteins had little competition and that early varieties would sell 
 regardless of quality. A few stated that eating apples should be 
 
28 
 
 University of California — Experiment Station 
 
 mature but that cooking- sorts might be immature. Large receivers 
 were practically unanimous in stating that not only immature Grav- 
 ensteins but that immature fruit of all kinds and varieties should be 
 left at home. Over two-thirds of the dealers interviewed were of this 
 opinion. Some were very emphatic in their replies, a few of which 
 were: "A shame to sell them." "Wrong." "Shouldn't be permit- 
 ted." "Should be kept at home until fit to ship." "Kills off the con- 
 sumer." "Should have good color." 
 
 As was noted above, some exporters reported that immature apples 
 were satisfactory for export. It is important, however, to keep in 
 
 TABLE 14 
 
 Brokers ' and Distributors ' Opinions as to the Effect of the Sale of 
 
 Immature Fruit 
 
 
 Gravenstein 
 
 Newtown 
 
 Bellflower 
 
 Other varieties 
 
 Markets 
 
 Bad 
 
 0. K. 
 
 Mixed 
 
 Bad 
 
 O. K. 
 
 Mixed 
 
 Bad 
 
 0. K. 
 
 Mixed 
 
 Bad 
 
 O. K. 
 
 Mixed 
 
 All California 
 
 Northern California 
 
 Southern California 
 
 13 
 
 6 
 7 
 4 
 9 
 
 IE* 
 
 IE 
 
 
 
 
 
 
 
 3 
 
 2 
 2 
 2 
 
 11 
 5 
 6 
 
 
 
 1 
 
 1 
 
 
 
 2E 
 
 2E 
 
 
 
 
 
 
 
 12 
 5 
 
 7 
 
 
 
 2E 
 
 2E 
 
 
 
 
 
 
 
 2 
 
 2 
 
 
 
 11 
 5 
 6 
 4 
 9 
 
 2E 
 
 2E 
 
 
 
 
 
 
 
 2 
 
 2 
 2 
 
 
 2 
 
 
 
 *E indicates sale of immature fruit satisfactory for export. 
 
 mind the country in which the apples are sold. The report of the 
 Fruit Trades' Federations 12 of Great Britain on National Advertising 
 and Trade Propaganda contains the following statement with refer- 
 ence to immaturity: "Apple advertising during the past two years 
 has been our most difficult problem. No effort has been spared to 
 offset and overcome the unfortunate and damaging prejudice that 
 was created in 1926. [Referring to the spray residue publicity.] 
 Furthermore, the difficulties have been enhanced by the fact that 
 large quantities of immature and unattractive apples have been 
 thrown on the market causing further unpopularity to this fruit." 
 The factor of immaturity on English markets was also reported by 
 Edwin Smith 13 in a summary of the apple export situation for 1928- 
 1929: "The Newtown did not have a satisfactory year in any of the 
 European markets. Beginning with the California Newtown which 
 arrived in September (in an entirely immature state) prices were sat- 
 
 12 The Fruit Trades' Federations. A report on national advertising and trade 
 propaganda. New Bridge Street London, E. C. 4. p. 23. Undated. 
 
 is Smith, Edwin. Foreign news on apples. Bur. Agr. Econ., U. S. Dept. Agr. 
 Mimeo. pp. 3-6. August 2, 1929. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 29 
 
 TABLE 15 
 
 Sebastopol Shippers' Opinions as to the Effect of the Sale of Immature 
 
 Gravenstein Apples 
 
 Shipper 
 
 Statement regarding sale of 
 immature fruit 
 
 Opinion as to whether the 
 
 sale of immature fruit hurt 
 
 later sales 
 
 Opinion as to whether there 
 was a specific demand for early- 
 apples even though immature 
 
 A bad practice to pack and 
 ship. O. K. for Bay cities. 
 
 Some markets demand green 
 apples, but it hurts later sales. 
 
 O. K. if sold "unclassified" as 
 cooking apples and unwrap- 
 ped. 
 
 O. K. if loose and unwrapped 
 for cooking. 
 
 Don't believe in it as a general 
 practice. O. K. for loose ap- 
 ples. 
 
 Very detrimental; should not 
 be done even on loose apples 
 
 O. K. Same buyers come back 
 each year. 
 
 O. K. Early sales bring a good 
 price. 
 
 Bad on domestic sales. O. K. to 
 Orient, they want a green 
 apple. 
 
 No statement. 
 
 Opposed to it; has not shipped 
 green fruit, and will not. 
 
 O. K. when sold as a cooking 
 apple. 
 
 Yes, hurts the name of the 
 Gravenstein. 
 
 Yes, would be O. K. if apples 
 were labeled "cooking." 
 
 Yes, green packed apples hurt 
 later sales because an eating 
 apple is expected. 
 
 O. K. for local markets but not 
 for shipment. 
 
 Yes on eastern markets; No on 
 local markets. 
 
 Yes, exporter says green apples 
 kill the English market. 
 
 No. 
 
 Not in a position to state. Feels 
 it is overemphasized. 
 
 Yes on domestic markets. 
 
 Yes. 
 
 Yes. 
 
 Yes. 
 
 Yes, locally. O. K. on f. o. b. 
 sales. 
 
 Yes, but should be branded 
 as such. 
 
 Yes for cooking. 
 
 Yes 
 
 Yes, for sauce and pies. 
 
 Very little. Better to leave 
 this demand unsupplied 
 than to ship green. 
 
 Yes, Oreint, Hawaii, and 
 Central America want im- 
 mature apples; can't sell 
 them ripe apples. 
 
 Yes. 
 
 Yes, particularly for export. 
 
 Yes, but very small; there is 
 a demand for 20 cars but 
 not 200. 
 
 Little, what little demand 
 there is does more harm 
 than good. 
 
 Yes. 
 
 isfaetory for a few weeks but the eating quality was such as to check 
 consumption to such an extent that very low prices followed during 
 October and November. No doubt these inferior Newtowns injured 
 the consumer demand for all Newtowns." 
 
30 University of California — Experiment Station 
 
 This same report states further: "A few green apples may be 
 absorbed by the British markets without causing' any observable harm 
 to the business. Early in the season small quantities can be used for 
 cooking purposes and may command attractive prices. The exporta- 
 tion of immature apples has been greatly overdone, however, 
 
 and last season offered a striking example of the bad influence which 
 immature apples may have on a market. ' ' 
 
 Shippers' opinions as to the sale of immature Gravensteins varied 
 widely. (See table 15.) Some were strongly opposed to the prac- 
 tice and stated that they refused to sell immature apples. Others 
 felt that there was a demand for immature fruit and that buyers 
 knew what they were buying. The majority opinion was, however, 
 that the sale of immature fruit was a permissible practice if the apples 
 were not packed and wrapped but were sold loose as cooking apples. 
 
 For export shipment there was a distinct difference of opinion. 
 No doubt this is due to the fact that one shipper sells for export to 
 one country and another to another. Shippers who sell for export 
 to the Orient state that the demand is for an immature apple. This 
 statement was substantiated by Professor J. Lossing Buck of the Uni- 
 versity of Nanking in a conference with one of the authors. "The 
 Chinese," he said, "like crisp fruits. They serve American apples 
 at feasts. These are quartered and served with toothpicks stuck in 
 them." On the other hand, European markets are reported to prefer 
 mature apples and the shipment of immature fruit demoralizes the 
 market. 
 
 For domestic shipment to eastern markets most shippers felt that 
 it was a bad practice to wrap and pack immature fruit. The eastern 
 trade, it was asserted, expects an eating apple in a packed box, conse- 
 quently the shipment of green fruit destroys confidence in the prod- 
 uct. The majority favored the sale of immature fruit when packed 
 loose for nearby markets for cooking purposes. 
 
 Watsonville shippers were divided in their opinions as to the 
 effect of the sale of immature fruit. (See table 16.) Although the 
 recorded opinions show as much variation as those of Sebastopol 
 shippers the interviews on this subject showed the interest more pro- 
 nounced in the Sebastopol district. 
 
 The majority opinion was that it was a bad practice to sell imma- 
 ture apples on the domestic market, but that it was permissible if the 
 fruit went to export, particularly to the Orient. Most shippers felt 
 that there was a demand for early apples even though they were imma- 
 ture, but the majority reported this demand as limited. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 31 
 
 TABLE 16 
 Watsonville Shippers ' Opinions as to the Sale of Immature Fruit 
 
 
 
 Opinion as to whether the 
 
 Opinion as to whether there 
 
 Shipper 
 
 Statement regarding the sale of 
 
 sale of immature fruit hurts 
 
 is a specific demand for early 
 
 
 immature fruit 
 
 later sales 
 
 apples even though immature 
 
 1 
 
 Satisfactory for export. 
 
 0. K. for export; hurts sales lo- 
 cally. 
 
 Yes. 
 
 2 
 
 0. K. only for export to China. 
 
 Yes. 
 
 Yes for some varieties, but 
 demand limited. 
 
 3 
 
 Opposed to it. Only 0. K. for 
 
 
 
 
 cooking apples. 
 
 Yes. 
 
 Yes. 
 
 4 
 
 A mistake to sell immature 
 
 
 
 
 fruit. 
 
 Yes. 
 
 Yes but limited. 
 
 5 
 
 Bad practice. 
 
 Yes. 
 
 Yes for pies. 
 
 6 
 
 O. K. to sell immature. 
 
 No. 
 
 Yes. 
 
 7 
 
 Should not be done except for 
 
 
 
 
 export. 
 
 Yes. 
 
 Yes for cooking. 
 
 8 
 
 Should not be done. 
 
 Yes. 
 
 Yes but it is abused. 
 
 9 
 
 O.K. 
 
 No. 
 
 Yes. 
 
 10 
 
 A bad practice. 
 
 Yes. 
 
 Yes but limited. 
 
 11 
 
 Opposed to it. 
 
 Yes. 
 
 Yes. 
 
 12 
 
 Should not be done. 
 
 Yes. 
 
 Yes but won't sell them. 
 
 13 
 
 Should not be done. 
 
 Yes. 
 
 Yes but limited. 
 
 14 
 15 
 
 Satisfactory for Oriental trade. 
 
 Yes on domestic markets. 
 
 
 16 
 
 Should be fairly mature before 
 
 
 
 17 
 
 sold. 
 
 Yes. 
 
 
 18 
 
 A bad practice. 
 
 Yes. 
 
 Yes 
 
 19 
 
 O. K. for export; some demand 
 
 
 
 
 domestically. 
 
 No on Newtown; yes on Bell- 
 
 
 
 
 flower. 
 
 Yes. 
 
 20 
 
 O. K. for export; a bad practice 
 
 
 
 
 on domestic market. 
 
 Yes. 
 
 Yes 
 
 SPECIFIC DEMAND FOR EARLY IMMATURE APPLES 
 
 In spite of the fact that the majority of the wholesale trade felt 
 that the sale of immature apples was a bad practice, they indicated 
 that there was a specific demand for early apples even though they 
 were immature. (See tables 17 and 18.) Many stated, however, that 
 this demand was limited : ' ' The market will take a few cars and then 
 the demand stops." Again, others reported that the demand for 
 early apples was for cooking apples. 
 
 Eastern dealers were practically unanimous in stating that there 
 is a demand for early applet even though they are immature. In 
 most instances, however, the answer of ''Yes" was followed by such 
 statements as: "For a limited quantity." "But kills the market — 
 consumers won't buy any more for several weeks." "If a short sup- 
 ply." "If Winesaps are not held over in any quantity." "Can fool 
 
32 
 
 University of California — Experiment Station 
 
 the public but once. " " Customers want something new but they are 
 disappointed." " Trade soon lays off." "Probably for cooking." 
 "We have to have some of the first." "But buyers lose money." 
 1 ' People expect them to be sour and of poor quality. ' ' 
 
 TABLE 17 
 
 Wholesalers ' and Jobbers' Opinions as to the Demand for Early Apples 
 
 Even Though Immature 
 
 
 Is there a specific demand? 
 
 Markets 
 
 Yes 
 
 No 
 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 
 32 
 18 
 14 
 33 
 62 
 
 80 
 86 
 74 
 97 
 95 
 
 8 
 3 
 5 
 
 1 
 3 
 
 20 
 
 
 14 
 
 
 26 
 
 New York 
 
 3 
 
 All eastern 
 
 5 
 
 
 
 TABLE 18 
 
 Brokers' and Distributors ' Opinions as to the Demand for Early Apples 
 
 Even Though Immature 
 
 
 
 
 Is there a specific demand? 
 
 
 
 Markets 
 
 Yes 
 
 No 
 
 Qualified 
 
 Total 
 
 replies 
 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 
 10 
 3 
 
 7 
 7 
 12 
 
 53 
 50 
 54 
 
 78 
 86 
 
 2 
 1 
 
 1 
 1 
 
 10 
 17 
 8 
 11 
 
 7 
 
 7 
 2 
 5 
 1 
 1 
 
 37 
 33 
 38 
 11 
 
 7 
 
 19 
 6 
 
 13 
 9 
 
 14 
 
 100 
 
 
 100 
 
 Southern California 
 
 100 
 
 
 100 
 
 
 100 
 
 
 
 Every shipper expressed the opinion that there was some demand 
 for immature apples. The majority opinion was, however, that this 
 demand is decidedly limited and soon oversupplied (table 15). As 
 one shipper expressed it, "There is a demand for 20 cars but not 
 200." Nevertheless, some felt that the demand was so slight that for 
 the benefit of the later market it would be best to leave this demand 
 go unsupplied. 
 
 Mr. H. A. Weinland, Farm Advisor of Sonoma County, felt that 
 if a method could be devised for branding each apple "cooking 
 apple," it would lessen the complaint on the sale of immature fruit. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 33 
 
 The majority of the retailers reported that there is a specific 
 demand for early apples even though they are not fully mature. (See 
 table 19.) This demand for early apples was said to be primarily 
 for cooking purposes, consequently, retailers did not believe that the 
 sale of immature apples hurt later sales. Several retailers placed 
 cards with their apple displays calling attention to the fact that the 
 apples were cooking apples. This would seem to be a practice that 
 
 TABLE 19 
 Eetailers' Opinions Concerning the Demand for Early Apples 
 
 
 Yes 
 
 No 
 
 Total 
 
 replies 
 
 Question 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Is there a specific demand for early im- 
 
 89 
 16 
 46 
 
 88 
 16 
 42 
 
 12 
 82 
 63 
 
 12 
 
 84 
 58 
 
 101 
 98 
 109 
 
 100 
 
 Does the sale of immature apples hurt 
 
 100 
 
 Is there a specific demand for Graven- 
 
 100 
 
 
 
 should be encouraged. There was said to be a demand for an early 
 eating apple, but it must be mature. 
 
 In reply to the question as to whether there is a specific consum- 
 ers' demand for Gravenstein apples, approximately half of the retail- 
 ers reported that there is, although several qualified their statements 
 by pointing out that it is the only eating apple on the market at the 
 time. (See table 19.) 
 
 QUALITIES REPORTED IN OUT-OF-STATE APPLES NOT FOUND IN 
 
 CALIFORNIA APPLES 
 
 Grading, packing, color, and appearance were most frequently 
 mentioned by California wholesalers as being the desirable qualities 
 found in out-of-state apples that were not found in California apples. 
 (See table 20.) Northern California dealers reported that it was a 
 matter of variety as well. The southern California dealers did not 
 analyze this question as the northern dealers did but reported that 
 everything was better. However, when a specific suggestion was made, 
 it was that the grading in the out-of-state apple was better. Some 
 reported that the out-of-state apple must be better graded and packed 
 
34 
 
 University of California — Experiment Station 
 
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Bul. 501] 
 
 Marketing California Apples 
 
 35 
 
 to offset the advantage in competition that California apples had in 
 the matter of freight rates. 
 
 Perhaps it is inadvisable to compare California Gravensteins with 
 other varieties of packed apples. The Gravenstein, being a yellow 
 and red streaked variety, could not be expected to have the same 
 
 TABLE 21 
 
 Qualities in Out-of- State Apples Not Found in California Apples as 
 Reported by Brokers 
 
 Markets 
 
 Northern California.. 
 Southern California 
 New York 
 
 Number reporting desirable qualities in out-of-state apples 
 
 Grad- 
 ing 
 
 Pack- 
 ing 
 
 Color 
 
 Wrap- 
 ping 
 
 Uni- 
 formity 
 
 Appear- 
 ance 
 
 Vari- 
 ety 
 
 Flavor 
 
 6 
 
 All sta 
 
 1 
 
 6 
 
 ted to b 
 
 
 
 4 
 
 e better 
 
 4 
 
 
 
 
 3 
 
 
 2 
 
 2 
 
 4 
 
 
 2 
 
 
 Total 
 replies 
 
 TABLE 22 
 
 Retailers' Attitude Toward Present California Apple Packs 
 
 
 Reporting 
 
 Objections to present pack 
 
 Area 
 
 Satisfied 
 with 
 
 present 
 pack 
 
 Not satis- 
 fied with 
 present 
 pack 
 
 Total 
 replies 
 
 Pack- 
 ing 
 
 Grad- 
 ing 
 
 Siz- 
 ing 
 
 Oth- 
 ers* 
 
 Total 
 re- 
 plies 
 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Num- 
 ber 
 
 Num- 
 ber 
 
 Num- 
 ber 
 
 Num- 
 ber 
 
 
 69 
 21 
 22 
 
 19 
 
 7 
 
 73 
 95 
 56 
 
 83 
 70 
 
 25 
 
 1 
 
 17 
 
 4 
 3 
 
 27 
 
 5 
 
 44 
 
 17 
 30 
 
 94 
 22 
 39 
 
 23 
 10 
 
 100 
 100 
 100 
 
 100 
 100 
 
 7 
 1 
 4 
 
 1 
 1 
 
 21 
 
 1 
 
 15 
 
 2 
 3 
 
 5 
 
 1 
 4 
 
 
 
 
 8 
 
 41 
 
 
 3 
 
 
 6 
 
 2 
 
 
 29 
 
 Alameda, Berkeley, and Oak- 
 
 5 
 
 Stockton and Sacramento 
 
 4 
 
 ♦"Other objections" included bruising and internal browning. 
 
 degree of color as Northwest Jonathans, Winesaps, etc., and this dif- 
 ference in color stands out as the greatest difference between Califor- 
 nia apples (as the eastern trade knows them) and those from the 
 Northwest. Other than color, however, it was generally believed that 
 the Northwest practiced better and closer grading (three grades as 
 compared with two from California) and that the fruit was more 
 uniform and of better appearance. In one or two instances the opin- 
 ion was expressed that California Gravensteins did not always come 
 up to the grade marked on the box. 
 
36 University of California — Experiment Station 
 
 The majority of retailers stated that they were satisfied with pres- 
 ent California, apple packs; less than 30 per cent for the state as a 
 whole made complaints (table 22). However, in the Los Angeles 
 market, nearly half of the retailers objected to present packs. Their 
 most frequent complaint was that the apples were not properly 
 graded. In contrast, only 5 per cent of the dealers in the San Fran- 
 cisco market were dissatisfied with the California pack. The reason 
 for the difference between the two markets is, no doubt, that most of 
 the California apples sent to southern California markets were loose 
 in boxes, while those sent to northern California markets were mostly 
 packed and wrapped. 
 
 It should be noted, however, that retailers expressed the >r >inion 
 that California apples were better graded and had a bette r 
 ance in 1929 than in previous years. 
 
 OPINIONS AND PRACTICES WITH REFERENCE TO THE POSSIBILITY 
 OF INCREASING THE DEMAND FOR APPLES 
 
 Northern California dealers were almost unanimous in their opin- 
 ion that the demand for apples could be increased, while southern 
 California dealers were about evenly divided in their opinion (table 
 23). Several opinions as to how the demand could be increased were 
 stated. Advertising and lower prices were given most frequently. A 
 better pack was mentioned by several. (See table 23.) 
 
 One suggestion that warrants attention was "the proper timing 
 of the sale of varieties. ' ' Although it was given as a means of increas- 
 ing demand by only one wholesale dealer, it was apparent in inter- 
 views with retailers that the proper timing of -the sale of varieties is 
 important in the consumption of apples. It was also apparent that 
 the wholesaler could influence the purchases of retailers. In New 
 York the number of dealers who believed the demand for apples can 
 be increased and those who expressed some doubt were about equal. 
 Some were of the opinion that the demand could not be increased. 
 Among those who felt that the demand could be increased the major- 
 ity favored advertising*. Other suggestions were : lower price, better 
 pack, better distribution, better quality, and the control of bitter-pit. 
 In advertising it was felt that the public should be educated as to the 
 value of varieties, quality, and general dates of ripening. Seasonal 
 advertising, in local papers and national magazines, window displays, 
 and the radio were suggested. Those who favored lower prices 
 
Bul. 501] 
 
 Marketing California Apples 
 
 37 
 
 
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38 University of California — Experiment Station 
 
 emphasized "something which could be offered at a bargain." They 
 wished to appeal to a price trade. One dealer felt that the demand 
 might be increased through more export orders. 
 
 Advertising Practices. — Apple dealers, as is shown in table 23, 
 reported doing little advertising. Those who did so reported that 
 they contributed to advertising campaigns such as National Apple 
 Week and that they sent circulars to their trade. Most apple dealers 
 had posters in their place of business calling attention to brands of 
 apples. However, this can hardly be considered as advertising. 
 
 The results obtained by those who advertised were reported as 
 'fair' and ' marked.' One exporter reported that his firm supported 
 the 'Eat More Fruit' campaign of the Fruit Trades' Federations of 
 Great Britain. The results of this campaign were reported as highly 
 successful. The methods used and the type of advertising are 
 described in a most interesting and comprehensive report issued by 
 the Fruit Trades' Federations. 14 This report is worthy of consid- 
 eration on the part of those who intend to advertise fruits. 
 
 New York dealers likewise do little advertising of apples with the 
 aim of influencing the consumer. A review of the trade papers such 
 as The Packer shows that advertisements are directed toward the 
 trade rather than the consumer. 
 
 Approximately 40 per cent of the retailers reported that they 
 advertise apples (table 24). The medium was either the daily news- 
 paper or special hand bills distributed to homes in the vicinity of the 
 store. Those who advertised in this manner stated that it results in 
 a fair to marked increase in sales. Whenever a special bargain was 
 offered the results were marked. As a whole, chain stores advertised 
 to a considerable extent and featured apples when prices were low. 
 
 All but two of the retailers interviewed displayed apples. The 
 most common method of display was on stands or benches. In the 
 Los Angeles market the stores carrying fruits, seldom have window 
 front displays. Here apples are piled in the form of pyramids on 
 benches which make a unique and attractive display. In northern 
 California a majority of retailers used window displays as well as 
 benches. Two displayed the apples on the sales counter. (See table 24.) 
 
 It was the unanimous opinion of retailers that displays were effec- 
 tive in increasing sales. Hannemann 15 reported this to be true in 
 
 i* Fruit Trades' Federation. A report on National advertising and trade 
 propaganda. 31 p. Fruit Trades' Federation, New Bridge Street, London, E. C. 
 Not dated. 
 
 is Hannemann, H. A. Merchandizing apples in Pennsylvania, {mimeo.) p. 4. 
 Pennsylvania Dept. Agr. Bur. Markets. March, 1927. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 39 
 
 Pennsylvania cities. Sherman 16 believes that retail displays are the 
 most effective method of increasing sales of fruits and vegetables and 
 goes so far as to state that as a rule advertising of these products is 
 a useless expenditure. It should, however, be pointed out in this 
 connection that 14 per cent of the California consumers interviewed 
 do not go to the store but order by telephone. Obviously, store dis- 
 plays alone will not reach them. Nevertheless, an advertising cam- 
 
 TABLE 24 
 
 Advertising and Displays of Apples by Retailers 
 
 
 Reporting 
 
 
 
 Method of display 
 
 
 Area 
 
 Advertising 
 apples 
 
 Not 
 
 advertising 
 
 apples 
 
 Total 
 replies 
 
 In windows 
 
 On benches 
 
 On counters 
 
 Total 
 re-, 
 plies 
 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 
 1 
 
 2 
 
 3 
 
 4 
 
 5 
 
 6 
 
 7 
 
 8* 
 
 9 
 
 10* 
 
 11 
 
 12* 
 
 13 
 
 All California. 
 
 San Francisco 
 
 Los Angeles 
 
 Alameda, Ber- 
 keley, and 
 Oakland 
 
 Stockton and 
 Sacramento... 
 
 37 
 
 3 
 
 21 
 
 6 
 
 7 
 
 39 
 16 
 
 47 
 
 30 
 64 
 
 59 
 16 
 25 
 
 14 
 4 
 
 61 
 84 
 53 
 
 70 
 36 
 
 96 
 19 
 46 
 
 20 
 11 
 
 100 
 100 
 100 
 
 100 
 100 
 
 28 
 14 
 
 
 8 
 6 
 
 29 
 64 
 
 
 53 
 75 
 
 72 
 13 
 50 
 
 7 
 2 
 
 76 
 59 
 100 
 
 47 
 25 
 
 2 
 1 
 
 
 1 
 
 
 2 
 5 
 
 
 7' 
 
 
 95 
 22 
 50 
 
 15 
 
 8 
 
 ♦Items in columns 8, 10, and 12 will not in all cases total 100 because several retailers reported displaying 
 apples in more than one place. 
 
 paign may well be directed at the retailer to encourage and assist him 
 in making effective displays. The records of two attempts in Great 
 Britain to advertise fruits and vegetables are worthy of attention. 
 The British Glasshouse Produce Marketing Association reported : 17 
 
 After a year's experience it was realized that propaganda amongst retailers 
 was needed and four travelling representatives were appointed. 
 
 The first year's working in connection with the Fruit Trades Federation 
 1 ' Eat More Fruit Campaign ' ' indicated that some organization amongst retailers 
 was necessary if the full effect of propaganda was to be obtained and, as a result 
 the Retailers' Propaganda Association was formed. 
 
 Competition Between Varieties. — California wholesale dealers were 
 almost unanimous in their opinion that high or low prices of one 
 
 is Sherman, W. A. Merchandising fruits and vegetables, p. 356-373. A. W. 
 Shaw Co., Chicago. 1923. 
 
 17 Anonymous. Report on fruit marketing in England and Wales. Min. Agr» 
 and Fisheries, Economic Series 15:115. His Majesty's Stationery Office, London. 
 1927. 
 
40 
 
 University of California — Experiment Station 
 
 variety affected the demand and prices of other varieties. Most deal- 
 ers illustrated this with varieties that were of the same utility. That 
 is, a variety that was classed as a dessert apple if high in price would 
 be affected by other dessert apples which were low in price. Few 
 expressed an opinion as to whether substitution of cooking" varieties 
 would take place if dessert apples were too high. (See table 25.) 
 
 New York dealers were about equally divided as to the effect of 
 prices of given varieties on the prices of other varieties. Those who 
 believed that price would have no influence on demand, stated that 
 customers called for a given variety regardless of price and that the 
 
 TABLE 25 
 
 Wholesalers ' and Jobbers ' Opinions with Eeference to Competition Among 
 
 Varieties of Apples 
 
 Markets 
 
 Opinions as to whether high or low 
 
 prices of given varieties of apples 
 
 affect the demand for and prices of 
 
 other varieties 
 
 
 Yes 
 
 No 
 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 All California 
 
 44 
 19 
 25 
 14 
 
 95 
 90 
 100 
 48 
 
 2 
 2 
 
 15 
 
 5 
 
 Northern California 
 
 10 
 
 Southern California 
 
 
 
 New York 
 
 52 
 
 
 
 demand was for well-known standard varieties. Others stated that 
 lower prices of nearby apples do not affect demand for boxed Graven- 
 steins to any great extent. Others felt that the demand for given 
 varieties shifts at certain price levels. Still others qualified their 
 statements, reporting that some customers substitute varieties while 
 others do not. 
 
 Opinions as to Competition Between Fruits. — Oranges and bana- 
 nas, as is shown in tables 26 and 27, were reported by California deal- 
 ers as the fruits which offered the greatest competition for apples. 
 The fact that these three fruits are available during the greater part 
 of the year accounts, no doubt, for this competition. 
 
 In California, all fruits in season were usually reported to give 
 some competition to apples but most dealers did not feel that this 
 competition is as severe as in the case of oranges and bananas. One 
 dealer stated emphatically that a tariff is needed on bananas to 
 increase apple sales. New York dealers listed oranges, pears, and 
 
Bul. 501] 
 
 Marketing California Apples 
 
 41 
 
 peaches as the greatest competitors of apples. Other competitors of 
 considerable importance were grapefruit, grapes, and cantaloupes. 
 A few dealers felt that if a customer desired apples he would purchase 
 nothing else, hence there was no competition. Those listing canta- 
 loupes, grapefruit, and berries felt that these fruits compete with 
 apples as a breakfast dish. During the summer season pears and 
 peaches were seen on the fruit stands in the largest quantities. Grapes 
 and bananas probably follow a close second. There seems little doubt 
 that oranges offer the greatest competition for winter apples. It is 
 rather striking that only five of the wholesalers interviewed in New 
 York listed bananas as competitors of apples. 
 
 WHOLESALERS > AND JOBBERS ' OPINIONS AS TO WHICH FRUITS 
 OFFER THE GREATEST COMPETITION FOR APPLES 
 
 Percentage number of times mentioned 
 o 20 40 6o eo too 
 
 1 1 1 1 1 1 1 
 
 Oranges 68 1 
 
 
 
 
 63 IHBHHMHHHHHI 
 
 
 
 
 Pears IT AMU 
 
 
 
 
 
 
 
 Peaches 15 1 
 
 
 
 
 
 Other fruits 36 ■■■■■■■ 
 
 
 Fig. 2. — California wholesalers and jobbers consider oranges and bananas the 
 most important competitors of apples. (Data from table 26.) 
 
 The observations of wholesalers and jobbers on the competition 
 between fruits check closely with consumers' statements. Critch- 
 field's 18 study of consumers' preference for canned peaches indicates 
 that the housewife serves apples, bananas, and oranges more fre- 
 quently than other fruits. Fig. 3 adapted from his study illustrates 
 the relative importance of various fruits in the diet. A comparison 
 of figures 2 and 3 shows that the opinions of wholesalers and jobbers 
 as to competition between fruits were in close agreement with con- 
 sumers' choice of fruits. 
 
 Opinions as to How Apple Marketing May be Improved. — From 
 the answers to the question as to how apple marketing could be 
 improved it was evident that only a few dealers had given this serious 
 consideration. The most usual reply was better grading and packing 
 (tables 28 and 29). In southern California a frequent suggestion 
 was "new boxes." A suggestion made by one dealer in a northern 
 
 is Oritchfield, B. H. Problems involved in the marketing of California canned 
 peaches, p. 41. California Canning Peach Growers, San Francisco. 1929. 
 
42 
 
 University of California — Experiment Station 
 
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Bul. 501] 
 
 Marketing California Apples 
 
 43 
 
 California market was that cars be precooled before shipment. In 
 view of the danger of the development of bitter-pit in California 
 apples this suggestion warrants attention. 
 
 Brokers 
 
 TABLE 27 
 
 and Distributors ' Opinions as to Which Fruits Offer the 
 Greatest Competition for Apples 
 
 (Expressed as number and percentage of dealers reporting competition from each 
 
 fruit mentioned.) 
 
 
 Oranges 
 
 Bananas 
 
 Peaches 
 
 Pears 
 
 All fruits 
 
 Total 
 replies 
 
 Markets 
 
 Num- 
 ber 
 
 Per 
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 Num- 
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 63 
 
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 67 
 
 
 
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 53 
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 83 
 
 19 
 
 Northern California 
 
 10 
 
 
 9 
 
 
 6 
 
 
 
 *Columns 2, 4, 6, 8, and 10 will not total 100 owing to the fact that several mentioned more than one 
 fruit as a competitor of the apple. 
 
 FRUITS MOST FREQUENTLY SERVED BY CONSUMERS 
 
 | Fits.* Preference 1 l^.Z'^.3'^ f^-gfe i- ericas 1 
 
 Per cent of replies 
 20 AO 60 eo too 
 
 Per- cent of replies 
 O ZO AO 60 eo POO 
 
 Apples 30.8 
 Bananas 285 
 Oranges »4.8 
 Peaches 13.9 
 Grapes 3B 
 Berries 3.7 
 Grapefruit 2 A 
 Pears 1.4 
 Melons A 
 Plums .2 
 Pineapple X 
 
 P 
 
 Fig. 3. — Apples, bananas, oranges, and peaches in the order named are the 
 fruits most frequently served by consumers. (Figure adapted from: Critchfield, 
 B. H. Problems involved in the marketing of California canning peaches. Pam- 
 phlet published by California Canning Peach Growers, fig. 24, p. 41. 1929.^ 
 
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 In answer to the question "Does a fancy package help sell?" 37 
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Bul. 501] 
 
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46 University of California — Experiment Station 
 
 (See table 28.) However, in answering this question most dealers 
 qualified their answer by stating that the factor of prime importance 
 was the quality of the fruit. Those dealers who had handled apples 
 packed in boxes with linings of fancy paper and colored cleats were, 
 however, definite in their statements that the fancy package helped 
 to sell. 
 
 In reply to the question as to the value of fancy packages as an 
 aid to selling, New York dealers were about equally divided in their 
 opinion. Dealers in other eastern markets were practically unani- 
 mous in stating that a fancy package did not help to sell — that buyers 
 are looking for quality in the product. 
 
 The wholesale trade was asked whether price control at shipping 
 point would improve apple marketing. The question referred to the 
 practice of making uniform price quotations in a shipping district 
 rather than to an attempt to hold prices at an arbitrarily fixed level. 
 However, some dealers interpreted it to mean price fixing or the nam- 
 ing of a price which was out-of-line with market conditions. The 
 opinions of wholesalers and jobbers in California were 22 yes, and 
 15 no, and 7 qualified or doubtful (table 28). Most of those who 
 said that it would not aid, felt that it could not be done. Several 
 stated that it would be satisfactory if opening prices were not too 
 high. They suggested a low opening price and then a raising of 
 prices later rather than too high an opening price which would have 
 to be lowered to encourage consumption. 
 
 Eastern dealers were skeptical of price control and practically 
 unanimous against such a policy. Price control was interpreted as 
 price fixing. 
 
 ATTITUDE OF MARKETS OTHER THAN THOSE COVERED BY THE 
 DETAILED SURVEY TOWARD CALIFORNIA GRAVENSTEINS 
 
 Through the courtesy and cooperation of Mr. H. R. Tolley, then 
 Assistant Chief of the Bureau of Agricultural Economics, a survey 
 was made of several of the principal cities in the United States to 
 determine the attitude of these markets to California Gravensteins. 
 The representatives of the Bureau interviewed the wholesale trade 
 and reported its opinions on several specific questions. The replies 
 are tabulated in table 30. 
 
 As will be noted from table 30, the various markets presented 
 considerable contrast in their attitude toward Gravensteins. Some 
 reported that the quality and condition was satisfactory while others 
 
Bul. 501] 
 
 Marketing California Apples 
 
 47 
 
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 Marketing California Apples 
 
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Bul. 501] Marketing California Apples 51 
 
 had. objections. The principal objections were lack of color, imma- 
 turity (although one market complained that the apples were too 
 mature), bitter-pit, and slack pack. 
 
 Many of the markets were not favorable toward the Gravenstein 
 owing- to its high price in comparison with other apples. It was 
 recognized as a high-quality dessert apple but local apples were sold, 
 it was stated, at lower prices. 
 
 Other fruits competed with the California Gravenstein most se- 
 verely in southern markets, It is worthy of note that the northern 
 markets were in general more favorable to the Gravensteins than 
 southern markets. It has often been stated that the apple is a cool- 
 weather fruit. This survey tends to bear this out. 
 
 All markets reported that it would be folly to store the Graven- 
 stein to lengthen its marketing season. Competition from other varie- 
 ties was too severe to make storage feasible. Several instances of 
 dealers losing money by holding Gravensteins too long in 1929 were 
 cited. 
 
 The majority opinion was that the demand for Gravensteins was 
 very limited. Most cities reported that it would not be possible to 
 expand consumption unless prices were materially lowered or local 
 apple crops were failures. 
 
 CONSUMERS' PREFERENCES AND PURCHASES OF APPLES 
 
 The data in the survey of consumers' preferences and purchases 
 of apples were obtained through personal interview with 649 con- 
 sumers. A list of 21 questions covering the information desired was 
 asked of each person. 
 
 The area covered in the survey comprised selected districts in the 
 city of Los Angeles and in the cities of San Francisco, Oakland, and 
 Berkeley. The selected districts were chosen in conference with rep- 
 resentatives of various organizations. An effort was made to select 
 districts which were typical for those persons having a low, medium, 
 and high income. 
 
 Two separate surveys were made, the first during the months of 
 July and August when the early varieties of apples were on the mar- 
 ket, and the second during the months of October and November when 
 several of the late varieties were available. The first survey included 
 344 consumers and the second 305. The data obtained in the two 
 surveys are combined in this report, but mention will be made of 
 differences where they occur. As a whole, the surveys were in close 
 
52 
 
 University of California — Experiment Station 
 
 agreement. Slight differences were considered immaterial because 
 these may have been due to variations in the presentation of questions 
 by the interviewer. 
 
 Qualities Desired in Apples. — The quality most desired was that 
 of "flavor" or "taste." More than 40 per cent stated that they 
 bought apples for their "taste." (See table 31.) Some demanded a 
 juicy apple, others a sweet apple, and a third group a tart apple. The 
 
 TABLE 31 
 
 Reasons Given by Consumers for Purchasing Apples and Qualities Desired 
 
 in Apples 
 
 
 All California 
 
 Northern California 
 
 Southern California 
 
 Reasons for purchasing apples 
 and qualities desired 
 
 Number 
 
 Per Cent 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 
 1 
 
 2* 
 
 8 
 
 4* 
 
 5 
 
 6* 
 
 Taste 
 
 272 
 
 145 
 
 15 
 
 105 
 
 29 
 
 28 
 
 34 
 
 40 
 
 6 
 
 13 
 
 12 
 
 54 
 
 19 
 
 80 
 
 42 
 
 22.4 
 2 3 
 
 16.2 
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 6.2 
 9 
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 19 
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 2 9 
 
 12.3 
 
 148 
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 5 
 44 
 29 
 22 
 33 
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 6 
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 8 
 
 12 
 17 
 40 
 
 42 .7 
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 9.8 
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 124 
 
 43 
 
 10 
 
 61 
 
 
 
 6 
 
 1 
 
 6 
 
 41 
 
 
 14 2 
 
 
 3 3 
 
 Suitable for both cooking and eating 
 
 20 2 
 
 
 
 2 
 
 
 3 
 
 Habit 
 
 2.0 
 
 Color 
 
 
 
 1 
 4 
 
 42 
 
 2 
 
 40 
 
 3 
 
 
 13 
 
 
 13 9 
 
 
 0.6 
 
 
 13 2 
 
 
 
 
 649 
 
 
 347 
 
 
 302 
 
 
 
 
 *Columns 2, 4, and 6 total more than 100 per cent owing to the fact that several named more than one 
 desired quality. 
 
 **Other reasons include "takes what's recommended," "knows them," "thin skin," "family's prefer- 
 ence," "quality." 
 
 majority merely indicated that the apple must have "flavor." Next in 
 order of importance was ' ' good cooking quality. ' ' Approximately 20 
 per cent reported this characteristic as essential. Other qualities 
 looked for were "keeping" quality, "firmness," "color," and "ap- 
 pearance." 
 
 This is in general agreement with a similar study conducted by 
 Myrtle Sunselman in Chicago. Dummeier 19 summarizes her study: 
 "In a house-to-house canvass made in Chicago representatives of 250 
 families were asked what varieties of eating apples they preferred 
 
 19 Dummeier, E. F. Marketing of Pacific Coast fruits in Chicago. Unpub- 
 lished thesis in the Department of Political Economy, University of Chicago, 
 p. 234. 1926. 
 
Bul. 501] Marketing California Apples 53 
 
 and why. Answers were secured from 182 persons. Of these 182 
 persons, 96 (53 per cent) gave as their reason for preferring- the 
 apple named that it was juicy, 40 (22 per cent) it was firm and 
 crisp, 25 (14 per cent) that it was tart and spicy, and only 3 (2 per 
 cent) named color as the reason for their choice. " Critchfield 20 in 
 a recent study of consumers ' preferences for canned peaches states : 
 "In order of frequency of mention the reasons given by housewives 
 were: flavor, sweetness, size, uniformity, price, color, freedom from 
 blemishes, and workmanship.' ' 
 
 It is apparent from these various studies that "flavor" or "taste" 
 are of prime consideration in the purchase of fruits. 
 
 Variety Preferences. — The California consumer found it difficult 
 to classify variety preferences, owing to lack of knowledge of 
 varieties. 
 
 French 21 reported a similar experience in a study of consumer 
 demand for apples in New York City. In northern California New- 
 towns 22 and Gravensteins were mentioned more often than others as 
 preferred apples. Both varieties were named as eating and as cook- 
 ing apples, the Newtown being mentioned more often as a cooking 
 apple and the Gravenstein about equally as an eating apple and a 
 cooking apple. (See table 31 and fig. 4.) In the first survey men- 
 tioned on page 51 the Gravenstein was named more frequently as a 
 preferred variety. This is no doubt due to the fact that the Graven- 
 stein was on the market at that time, whereas when the second survey 
 was conducted it was no longer available. However, consumers with 
 high and medium incomes more frequently classed the Gravenstein 
 as a cooking apple while those with a low income favored it slightly 
 as an eating apple. The Spitzenburg came next in importance. The 
 Bellflower was mentioned by 31 per cent and the Jonathan by 26 
 per cent of the consumers in the northern district. The Bellflower 
 was considered about equally as an eating and as a cooking apple, 
 while the Jonathan was classed almost exclusively as an eating apple. 
 (See tables 32 and 33.) 
 
 In southern California, Newtown, Gravenstein, and Spitzenburg 
 were seldom named as preferred varieties, whereas the Bellflower and 
 
 20 Critchfield, B. H. Problems involved in the marketing of California canned 
 peaches, p. 10-11. California Canning Peach Growers, San Francisco. 1929. 
 
 2i French, E. E. Consumer demand for apples in New York City. Bur. Agr. 
 Econ. Typed report, p. 8. July, 1927. 
 
 22 The consumer called Newtowns, ' l Pippins, ' ' but in accordance with the 
 classification of the American Pomological Society they are referred to as New- 
 towns in this report. 
 
54 
 
 University of California^-Experiment Station 
 
 Jonathan were reported frequently. Thus there was a decided con- 
 trast between the two California districts. In the southern district 
 the Bellflower was considered chiefly as a cooking apple and the 
 Jonathan as an eating apple. 
 
 TABLE 32 
 
 Consumers' Preference for Varieties by Districts 
 
 
 All California 
 
 Northern California 
 
 Southern California 
 
 Variety 
 
 Mentioned 
 
 as eating 
 
 apple 
 
 Mentioned 
 
 as cooking 
 
 apple 
 
 Mentioned 
 
 as eating 
 
 apple 
 
 Mentioned 
 
 as cooking 
 
 apple 
 
 Mentioned 
 
 as eating 
 
 apple 
 
 Mentioned 
 
 as cooking 
 
 apple 
 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 
 1 
 
 2* 
 
 S 
 258 
 
 4* 
 
 5 
 
 6* • 
 
 7 
 
 8* 
 
 .9 
 
 10* 
 
 11 
 
 12* 
 
 Newtown 
 
 197 
 
 30 
 
 40 
 
 193 
 
 56 
 
 234 
 
 68 
 
 4 
 
 1 
 
 24 
 
 8 
 
 Gravenstein 
 
 151 
 
 23 
 
 151 
 
 23 
 
 146 
 
 42 
 
 143 
 
 41 
 
 5 
 
 2 
 
 8 
 
 3 
 
 Spitzenburg.. 
 
 132 
 
 20 
 
 37 
 
 6 
 
 130 
 
 37 
 
 37 
 
 11 
 
 2 
 
 1 
 
 
 
 
 
 Bellflower 
 
 169 
 
 26 
 
 239 
 
 45 
 
 107 
 
 31 
 
 91 
 
 27 
 
 62 
 
 21 
 
 198 
 
 66 
 
 Jonathan 
 
 292 
 
 45 
 
 56 
 
 9 
 
 95 
 
 26 
 
 27 
 
 8 
 
 197 
 
 65 
 
 29 
 
 10 
 
 Others 
 
 136 
 
 21 
 
 31 
 
 5 
 
 55 
 
 17 
 
 20 
 
 6 
 
 77 
 
 26 
 
 11 
 
 4 
 
 Number of Interviews 
 
 649 
 
 
 649 
 
 
 347 
 
 
 347 
 
 
 302 
 
 
 302 
 
 
 "Columns 2, 4, 6, 8, 10, and 12 will not total 100 per cent, because several indicated a preference for 
 more than one variety. 
 
 CONSUMERS ' PREFERENCE FOR VARIETIES OF APPLES BY 
 
 DISTRICTS 
 
 Fig. 4. — The Gravenstein and Newtown are preferred both as eating arid cook- 
 ing apples in northern California, while the Jonathan is preferred for 4 eating and 
 the Bellflower for cooking in southern California. (Data from table 32.) 
 
Bul. 501] 
 
 Marketing California Apples 
 
 55 
 
 TABLE 33 
 
 Consumers' Preferences for Varieties by Income Groups 
 
 
 
 Income groups 
 
 Varieties 
 
 All 
 
 Low 
 
 Medium 
 
 High 
 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 
 1 
 
 2* 
 
 3 
 
 i> 
 
 5 
 
 6* 
 
 7 
 
 8* 
 
 s 
 
 "5 
 
 < 
 
 a 
 
 OS 
 
 W 
 
 Newtown 
 
 Gravenstein .... 
 Spitzenburg.. 
 
 Bellflower 
 
 Jonathan 
 
 Others... 
 
 197 
 151 
 132 
 169 
 292 
 136 
 
 30 
 23 
 20 
 26 
 45 
 21 
 
 79 
 51 
 37 
 60 
 89 
 23 
 
 33 
 25 
 18 
 29 
 43 
 11 
 
 71 
 49 
 49 
 66 
 101 
 54 
 
 31 
 21 
 21 
 29 
 45 
 23 
 
 47 
 51 
 46 
 43 
 47 
 59 
 
 22 
 24 
 22 
 20 
 99 
 28 
 
 
 
 
 I 
 
 "S 
 
 a 
 ««! 
 
 o 
 
 o 
 
 o 
 
 Newtown 
 
 Gravenstein. . 
 Spitzenburg... 
 
 Bellflower 
 
 Jonathan 
 
 258 
 151 
 37 
 289 
 56 
 31 
 
 40 
 
 23 
 
 6 
 
 45 
 
 9 
 
 5 
 
 80 
 39 
 12 
 103 
 19 
 6 
 
 38 
 19 
 6 
 50 
 9 
 3 
 
 103 
 58 
 10 
 83 
 18 
 11 
 
 45 
 25 
 
 4 
 
 38 
 
 8 
 
 5 
 
 75 
 54 
 15 
 98 
 19 
 14 
 
 36 
 26 
 
 7 
 
 47 
 
 9 
 
 7 
 
 
 
 Na 
 
 mber of inter- 
 
 649 
 
 
 203 
 
 
 231 
 
 
 210 
 
 
 
 
 "Columns 2, 4, 6, and 8 do not add to 100 because some consumers mentioned more than one variety. 
 
 CONSUMERS' PREFERENCE FOR VARIETIES OF APPLES BY INCOME 
 
 GROUPS 
 
 Variety 
 
 Looj Income Groups I Medium Income Group I Hiqh Income Groupj 
 Per cent Per cen+ Per cent 
 
 O 2Q AO 60 8Q O ZO 40 60 BO O gO 4Q 60 6Q IOO 
 
 Fig. 5. — The high income group has a distinct preference for the Jonathan 
 as an eating apple. (Data from table 33.) 
 
 
56 
 
 University of California — Experiment Station 
 
 Size Preferences. — Nearly 50 per cent of the consumers stated a 
 definite preference for medium-sized apples (table 34). Only 2 per 
 cent preferred small sizes, while approximately 13 per cent preferred 
 large apples. The remainder reported that size was not a factor 
 influencing their purchases. 
 
 Color Preferences. — The red apple led in color preference, although 
 not to the extent one might expect. Forty-two per cent reported red 
 
 TABLE 34 
 Consumers ' Size Preferences 
 
 
 Preferred size 
 
 Consumers' replies 
 
 
 Number 
 
 Per cent 
 
 Small 
 
 11 
 
 328 
 
 96 
 
 227 
 
 17 
 
 
 50 7 
 
 
 14 8 
 
 No preference 
 
 35.0 
 
 
 
 
 649 
 
 
 
 
 
 TABLE 35 
 Consumers ' Color Preference 
 
 
 Consumers' replies 
 
 Preferred color 
 
 Number 
 
 Per cent 
 
 Red 
 
 272 
 
 7 
 
 40 
 
 330 
 
 42 
 
 Yellow 
 
 1 
 
 Green : 
 
 6.2 
 
 No preference 
 
 50.8 
 
 
 
 Number of interviews 
 
 649 
 
 
 
 
 as the preferred color, 1 per cent yellow, 6 per cent green, while 50 
 per cent stated they had no preference (table 35). The most frequent 
 qualifying statement, when any was given, was that red apples were 
 bought for the children. French 28 reported that consumers thought 
 red color indicated good eating quality and associated green color 
 with cooking quality. 
 
 Knowledge of Brands. — Only 18 per cent of the consumers inter- 
 viewed had a knowledge of apple brands (table 36). "Hood River" 
 wjis named almost exclusively. The brands ' ' Wolverne, ' ' "Skoo- 
 
 23 French, E. R. Consumer demand for apples in New York City. Bur. Agr. 
 Econ. Typed report, pp. 9 and 10. July, 1927. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 57 
 
 kum," and " Rogue River" were each reported once. The New York 
 study 24 was in close agreement with these results where it was found 
 that only 15 per cent of the consumers could recall the names of 
 apple brands. In a study conducted in Chicago by Myrtle Sunselman 
 
 TABLE 36 
 
 Consumers' Knowledge of Apple Brands 
 
 
 All California 
 
 Northern California 
 
 Southern California 
 
 Brands named by the consumer 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 
 114 
 3 
 1 
 1 
 
 530 
 
 17 5 
 4 
 1 
 1 
 
 81.9 
 
 106 
 3 
 
 1 
 
 
 
 237 
 
 30.6 
 0.8 
 
 3 
 
 68.3 
 
 8 
 
 
 1 
 
 293 
 
 2.7 
 
 "Skookum" 
 
 
 
 "Rogue River" 
 
 
 
 "Wolverne" 
 
 0.3 
 
 None 
 
 97 
 
 
 
 Total 
 
 649 
 
 100 
 
 347 
 
 100.0 
 
 302 
 
 100 
 
 
 
 TABLE 37 
 
 Consumers ' Practices in Buying Early Immature Apples 
 
 
 Income group 
 
 
 All 
 
 Low 
 
 Medium 
 
 High 
 
 
 Num- 
 ber 
 
 Per 
 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Not purchasing early immature 
 
 400 
 249 
 148 
 
 61.7 
 38.3 
 22.8 
 
 141 
 67 
 34 
 
 67.8 
 32 2 
 16.3 
 
 144 
 87 
 53 
 
 62 3 
 37.7 
 23 
 
 115 
 95 
 61 
 
 54.8 
 
 Purchasing early immature apples 
 Purchasing for a definite reason* 
 
 45 2 
 290 
 
 Number of replies 
 
 649 
 
 
 208 
 
 
 231 
 
 
 210 
 
 
 "Indicates that a specific reason such as "for cooking," "for jelly," etc., was given for buying and 
 not merely because they were available. 
 
 and reported by Dummeier 25 it was stated that of the entire 250 per- 
 sons not one was able to name a. single brand. 
 
 Early Apple Purchases. — The number of consumers who reported 
 purchasing early immature apples was less than 40 per cent, although 
 it was considerably greater in northern than in southern California. 
 In table 37 it is shown, however, that in both districts a greater num- 
 
 24 French, E. E. Consumer demand for apples in New York City. Bur. Agr. 
 Econ. Typed report, pp. 9-10. July, 1927. 
 
 25 Dummeier, E. F. Marketing of Pacific Coast fruits in Chicago. Unpub- 
 lished Thesis in the Department of Political Economy, University of Chicago, 
 p. 241. 1926. 
 
58 
 
 University of California — Experiment Station 
 
 ber of families with high incomes purchased early immature apples 
 than did those in the other income groups. The proportion of persons 
 who bought early apples for a definite reason, i.e., for cooking or 
 jelly-making as contrasted with persons who merely bought because 
 they were available, was greater in the northern district and in the 
 higher income groups. 
 
 Purchases of early Gravensteins were likewise more frequent in 
 northern California than in southern California. However, the 
 income status showed little effect upon the quantity purchased. 
 
 In reply to a specific question as to whether the immaturity of 
 early Gravensteins influenced consumers against making purchases 
 
 TABLE 38 
 Effect of the Purchase of Immature Gravensteins on Later Purchasers 
 
 
 
 
 Those who purchased 
 early Gravensteins 
 
 Those who 
 
 
 Consuming District 
 
 Total 
 
 Later purchases 
 
 not affected 
 by immaturity 
 
 Later purchases 
 affected by 
 immaturity 
 
 did not purchase 
 
 early 
 
 Gravensteins 
 
 Total 
 replies 
 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 
 cent 
 
 
 
 267 
 
 220 
 
 47 
 
 41 
 63 
 16 
 
 250 
 
 204 
 
 46 
 
 94 
 93 
 98 
 
 17 
 
 16 
 
 1 
 
 6 
 
 7 
 2 
 
 382 
 127 
 255 
 
 59 
 37 
 84 
 
 649 
 
 
 347 
 
 
 302 
 
 
 
 of the same variety when it was mature, only 6 per cent reported that 
 it did (table 38). It must be remembered, however, that table 38 
 shows that only 41 per cent of the consumers reported purchasing 
 early Gravensteins. Perhaps the 59 per cent who did not purchase 
 early Gravensteins were prejudiced against them. No doubt this is 
 true because as will be shown in table 45, the most important use made 
 of apples is for eating out of hand. Thus it is apparent that the 
 demand for early immature apples is rather limited. 
 
 It was interesting to note that in the first survey, which was made 
 while the Gravenstein was on the market, a greater percentage of the 
 consumers reported that they were influenced against making' addi- 
 tional purchases of Gravensteins because of their immaturity than 
 in the second survey, when the Gravenstein was not available. 
 
 Purchases of Processed Apples. — California consumers used pro- 
 cessed apples to a very limited extent. Only 4.2 per cent reported 
 
Bul. 501] 
 
 Marketing California Apples 
 
 59 
 
 that they purchased dried apples and 3.5 per cent canned apples 
 (table 39). 
 
 Dried apples were bought to a greater extent by the groups with 
 low and medium incomes than by those with high incomes. Canned 
 apples were purchased most frequently by the low income group. 
 However, the purchase of canned or dried apples may vary to a con- 
 siderable extent by geographical areas. Critchfield, 26 for example, 
 reports that 20.4 per cent of the housewives in eastern cities used 
 dried apples. 
 
 TABLE 39 
 Consumers ' Purchases of Processed Apples 
 
 Income groups 
 
 
 All 
 
 Low 
 
 Medium 
 
 High 
 
 Process 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Dried 
 
 27 
 23 
 
 4 2 
 3 5 
 
 10 
 12 
 
 4.8 
 5.8 
 
 13 
 
 7 
 
 5.6 
 3 
 
 4 
 4 
 
 19 
 
 
 1 9 
 
 
 
 Number of inter- 
 
 649 
 
 
 203 
 
 
 231 
 
 
 210 
 
 
 
 
 Method of Purchase. — The consumers' procedure in purchasing 
 foodstuffs showed marked variance among the different income groups. 
 Table 40 and fig. 6 show that as the income increased there was a con- 
 stant increase in the number who ordered by telephone and a steady 
 decrease in the number who purchased at the store or from the wagon 
 dealer. Where one person in 100 made his purchases by telephone 
 in the low income group, there were 11 in the medium income group, 
 and 26 in the high income group who bought in this manner. Like- 
 wise, there was a relatively larger percentage of deliveries made to 
 the homes of the higher income group. 
 
 The method of purchase assumes considerable importance when 
 advertising is contemplated. This will be brought out more fully in 
 connection with the survey of retailers' operations and practices. (See 
 pages 66-67.) 
 
 Quantity Purchased. — It was not possible to determine by inquiry 
 the quantity of apples that was usually purchased by the three income 
 groups. Practices of individual consumers varied to such an extent 
 from time to time that it was difficult to name the quantity usually 
 
 26 Critchfield, B. H. Problems involved in the marketing of California canned 
 peaches. California Canning Peach Grower, pp. 10-11. San Francisco. 1929. 
 
60 
 
 University of California — Experiment Station 
 
 
 
 
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Bul. 501] 
 
 Marketing California Apples 
 
 61 
 
 purchased. The purchases were usually "25 cents worth" or less. 
 The actual quantity was seldom mentioned. It was found, however, 
 from a special study, that 90 per cent of all price quotations were on 
 the basis of 25 cents or less. This price was for quantities ranging' 
 from 1 to 6 pounds, usually 2 to 4 pounds. Therefore, whenever the 
 
 CONSUMERS' METHOD OF PURCHASE BY INCOME GROUP 
 
 High 
 
 20 AO 60 80 IOO 
 
 Per cent of replies 
 Low Medium 
 
 Method of ° 2 ° 4 ° sp so o 20 40 60 ao 
 purchase 
 
 At stored 
 
 Usuallq 
 telephone ' 
 
 Sometimes 
 telephone ° 
 
 From 
 wagon I- 3 
 
 Fig. 6. — Most consumers purchase apples at the store, tout those in the high 
 income groups buy frequently by telephone. (Data from table 40.) 
 
 . 
 
 -444— r 
 
 ^■■HB 
 
 
 
 
 1 + 
 
 
 J. 
 
 i 
 
 
 41 
 
 ■ 
 
 
 ■ 
 
 10 ■ 
 
 ' 
 
 
 TABLE 41 
 
 Quantity of Apples per Purchase 
 
 
 
 Income 
 
 groups 
 
 
 Quantity 
 
 All 
 
 Low 
 
 Medium 
 
 High 
 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 l^to 5 pounds 
 
 6 to 10 pounds 
 
 Box 
 
 418 
 85 
 71 
 
 73 
 15 
 12 
 
 145 
 25 
 16 
 
 78 
 13 
 9 
 
 130 
 19 
 25 
 
 77 
 10 
 13 
 
 123 
 41 
 30 
 
 64 
 21 
 15 
 
 
 
 Total replies.. 
 
 574 
 
 
 186 
 
 
 194 
 
 
 194 
 
 
 consumer stated that his purchase amounted to a quantity worth 25 
 cents or less, it was assumed that he bought from 1 to 5 pounds. 
 Likewise, whenever his purchase was from 25 cents to 50 cents worth, 
 it was assumed that the quantity was 6 to 10 pounds. On the basis 
 of these assumptions for the replies made in terms of price table 41 
 was constructed. 
 
 Here it will be seen that a quantity ranging between 1 and 5 
 pounds was the usual size of purchase. It is to be noted further that 
 the larger quantities were among consumers with the higher incomes. 
 
62 
 
 University of California — Experiment Station 
 
 Time of Day When Apples Are Eaten. — An adequate analysis 
 of the uses made of apples in the home requires far more detailed 
 study than was made in this survey. The data here presented may be 
 
 TABLE 42 
 Time of Day Apples Are Eaten, by Districts 
 
 
 All California 
 
 Northern California 
 
 Southern California 
 
 Time of day apples are eaten 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 
 1 
 
 2* 
 
 3 
 
 4* 
 
 5 
 
 6* 
 
 Morning 
 
 77 
 45 
 
 206 
 35 
 15 
 
 279 
 60 
 
 11 8 
 6 9 
 
 31.7 
 5 4 
 
 2.3 
 
 42 8 
 
 9 2 
 
 42 
 25 
 72 
 21 
 13 
 178 
 29 
 
 12.0 
 7.1 
 
 20 6 
 6 
 3 7 
 
 50 8 
 8.3 
 
 35 
 
 20 
 134 
 
 14 
 
 2 
 
 101 
 
 31 
 
 11 6 
 
 Noon 
 
 6.6 
 
 Night 
 
 44.4 
 
 
 4.6 
 
 
 0.7 
 
 
 33 5 
 
 
 10.3 
 
 
 
 
 649 
 
 
 350 
 
 
 303 
 
 
 
 
 'Columns 2, 4, and 6 will not total 100 because several mentioned more than one time of day. 
 
 TABLE 43 
 
 Time of Day Apples Are Eaten, by Income Groups 
 
 
 Income group 
 
 Time of day 
 
 All classes 
 
 Low 
 
 Medium 
 
 High 
 
 apples are eaten 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 Number 
 
 Per cent 
 
 
 1 
 
 2* 
 
 3 
 
 4* 
 
 5 
 
 6* 
 
 7 
 
 8* 
 
 
 77 
 45 
 
 206 
 35 
 15 
 
 279 
 60 
 
 11.8 
 6.9 
 
 31 7 
 5 4 
 2 3 
 
 42.8 
 9.2 
 
 28 
 
 14 
 
 55 
 
 1 
 
 4 
 
 113 
 
 14 
 
 13 5 
 
 6.7 
 26.4 
 
 5 
 
 19 
 54.4 
 
 6.7 
 
 28 
 16 
 69 
 17 
 7 
 89 
 30 
 
 12 
 
 6.8 
 29.4 
 7.3 
 3 
 38 
 12 8 
 
 21 
 15 
 
 82 
 17 
 4 
 
 77 
 16 
 
 10 
 
 
 7 1 
 
 Night.... 
 
 39 1 
 
 
 8 1 
 
 Between meals 
 
 1.9 
 36 7 
 
 
 7 6 
 
 
 
 Total number of 
 
 649 
 
 
 208 
 
 
 234 
 
 
 210 
 
 
 
 
 "Columns 2, 4, 6, and 8 will not total 100 because several mentioned more than one time of day. 
 
 suggestive for further studies. However, tables 42 and 43 show that 
 regardless of income standing, approximately 12 per cent of the con- 
 sumers used apples in the morning. It is of interest to note that 
 southern California consumers mentioned using apples at night more 
 often than those in the northern district. Again, apples were not 
 
Bul. 501] Marketing California Apples 63 
 
 eaten at night as frequently by the lower income groups as by the 
 higher income groups. Compared with 26 per cent who ate apples 
 at night in the low income group and 39 per cent in the medium 
 income group, there were nearly 40 per cent in the high income 
 group. 
 
 Uses Made of Apples. — The most popular use for apples, irre- 
 spective of district or income class, was for eating out of hand (tables 
 44 and 45 and fig. 7). Consumers in the southern district reported 
 eating relatively more apples in this way than those in the northern 
 district and those in the low income group ate apples out of hand to 
 a greater extent than those in other income groups. The difference 
 between districts may be partially explained by the fact, as shown in 
 tables 42 and 43, that more apples are eaten at night; and the differ- 
 ence between income groups by the fact that the low income group 
 reported eating apples "any time" to a greater extent than other 
 groups. 
 
 In order to summarize the data on the uses made of apples, weights 
 were assigned to the importance of the use by giving first importance 
 a weight of 4 points, second importance a. weight of 3 points, third 
 importance a weight of 2 points and fourth importance a weight of 
 1 point ; then the weights were tabulated in table 45. Here it is again 
 apparent that the most important use made of apples is for eating 
 out of hand. 
 
 Use for sauce was next in importance. There was a tendency for 
 those in the high income group and in the northern district to use 
 apples for this purpose to a greater extent than those in other groups, 
 but the difference was not marked. This variation may be partly 
 accounted for by the fact that the groups which used apples to the 
 greatest extent for sauce reported using apples at meals more often 
 than did those in other groups. It is worthy of note that consumers 
 were consistent in their answers to questions concerning apples. In 
 table 31 it was shown that taste and cooking quality were the most 
 desired characteristics. Here it is shown that eating out of hand and 
 sauce are the most important use made of apples. 
 
 Third in "use" importance for almost all income groups and dis- 
 tricts was baking. (See tables 44 and 45, and fig. 7.) Only one excep- 
 tion to this general statement was ascertained. The low income group 
 in northern California reported using apples for pies to a slightly 
 greater extent than for baking. However, the difference in the 
 weighted relative importance is not marked (table 45). 
 
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Bul. 501] 
 
 Marketing California Apples 
 
 65 
 
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66 
 
 University of California — Experiment Station 
 
 The use of apples for pies was more important than for salads in 
 all income groups and districts. Their use for the latter was relatively 
 unimportant. Here may be an opportunity for expanding the con- 
 sumption of apples. 
 
 The data obtained in this study on the uses of apples are in close 
 agreement with those reported in New York 27 study of consumers' 
 uses of apples. There it was shown that 57.6 per cent of the apples 
 consumed were eaten out of hand, 15.7 per cent used for sauce, 12.8 
 per cent for baking, 10.9 per cent for pies, and 3.0 per cent for salads. 
 
 EELATIVE IMPORTANCE OF USES MADE OF APPLES IN CALIFORNA 
 Use Weighted relative importance 
 
 O IOO ZOO 300 400 
 
 Eaten out 
 of hand 308 
 
 Sauce 
 
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 Fig. 7. — The most important uses of apples are eating out of hand, as sauce, 
 and for baking. Apples for eating out of hand are more important in southern 
 California than in northern California. (Data from table 45.) 
 
 RETAILERS' OPERATIONS AND PRACTICES 
 
 Interviews with 104 retailers in California cities form the basis of 
 the data presented in this part of the survey. Specific questions were 
 asked of each retailer and the replies are summarized in the tables 
 and figures which follow. 
 
 Demand for Apples as Reported by the Retailer. — Retailers re- 
 ported that most consumers merely asked for apples suitable for 
 cooking or eating purposes rather than by variety or by region of 
 origin (table 46). However, in the case of varieties which have a long 
 marketing season, such as the Jonathan, Winesap, Belhiower, and 
 Newtown, a considerable number of consumers asked for these varie- 
 ties when making their purchases. 
 
 Retailers' Purchases. — Most retailers bought their entire supplies 
 of apples at the wholesale markets, but in Stockton and Sacramento 
 several reported that they purchased from growers who delivered to 
 their stores. Only one stated that he bought to a considerable extent 
 from a wagon jobber. It is known that in many of the smaller towns, 
 not covered in this survey, apples are purchased directly from grow- 
 ers as in St ockton and Sacramento. 
 
 27 French, E. R. Consumer demand for apples in New York City. Bur. Agr. 
 .Leon. Typed report, p. 30. July, 1927. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 67 
 
 TABLE 46 
 
 How Consumers Ask for Apples as Eeported by Betailers in California 
 
 
 Merely for apples 
 
 By variety 
 
 By region of origin 
 
 Retailers' estimate 
 
 Number of 
 retailers 
 
 Per 
 cent 
 
 Number of 
 retailers 
 
 Per 
 cent 
 
 Number of 
 retailers 
 
 Per 
 cent 
 
 "Most consumers" 
 
 81 
 14 
 9 
 
 
 78 
 13 
 9 
 
 
 13 
 37 
 32 
 10 
 
 14 
 40 
 35 
 11 
 
 2 
 6 
 
 36 
 49 
 
 2 
 
 
 6 
 
 
 39 
 
 None 
 
 53 
 
 
 
 Total replies 
 
 104 
 
 100 
 
 92 
 
 100 
 
 93 
 
 100 
 
 
 
 In the Los Angeles market there are several jobbers who specialize 
 in supplying the retail trade in nearby cities. They take orders, buy 
 in the wholesale market, and truck the produce to the retailer. These 
 jobbers purchase their supplies between 8 :00 and 9 :00 p.m. and 
 deliver to the retailer in the early morning. 
 
 Approximately one-third of the retailers reported that they 
 bought apples in lots of from 1 to 5 boxes (table 47), another third 
 purchased from 6 to 10 boxes at one time, and the remainder took 
 from 11 to 100 boxes. In the San Francisco market the usual size of 
 purchase was from 6 to 10 boxes, while in the Los Angeles market 1 to 
 5 boxes was the prevailing quantity. Only a few of the larger retailers 
 bought as many as 50 to 100 boxes at a time ; such purchasers could 
 obtain their supplies from wholesalers at the same price as jobbers. 
 Retail stores which were operated in chain systems reported that 
 their management frequently bought in carload lots. 
 
 Size of Sale. — " Twenty-five cents worth" was the most common 
 size of sale at retail in California markets. In San Francisco, how- 
 ever, eating apples were sold almost exclusively by the dozen. In the 
 East Bay region the better grades of eating apples were sold by the 
 dozen while poorer grades of eating apples and cooking apples were 
 sold by the pound. 
 
 When sold by the pound, the size of sale ranged between 3 and 6 
 pounds per sale, depending upon the quality of the apples and 
 whether a " special" was carried in apples on a particular day. Like- 
 wise, the size of sale varied with the general price level. Even when 
 sold by the pound, the size of sale centered around the 25-cent quo- 
 tation. (See discussion under "Retail Prices of Apples," pages 
 146-147.) 
 
68 
 
 University of California — Experiment Station 
 
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Bul. 501] 
 
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 69 
 
 
 
 
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Bul. 501] 
 
 Marketing California Apples 
 
 71 
 
 Retailers who reported selling by the box were few. The box was 
 sold only to a limited extent near the holidays. Most retailers stated 
 that they sold large quantities cheaper than small quantities. How- 
 ever, this did not appear to encourage buying because few consumers 
 have satisfactory storage facilities to hold large quantities. 
 
 Gross Margin of Profit Considered Necessary in Handling Apples. 
 — Between 20 and 35 per cent of sale prices was the gross margin 
 considered necessary by most retailers for handling apples. (See 
 table 48.) In Los Angeles the reported margin tended to be some- 
 
 TABLE 50 
 Ketailers' Dealings in Processed Apples 
 
 
 Dried apples 
 
 Canned apples 
 
 Area 
 
 Handling 
 dried 
 apples 
 
 Not 
 
 handling 
 
 dried 
 
 apples 
 
 Total 
 replies 
 
 Handling 
 canned 
 apples 
 
 Not 
 
 handling 
 
 canned 
 
 apples 
 
 Total 
 replies 
 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 
 10 
 
 1 
 4 
 
 1 
 
 4 
 
 10 
 4 
 13 
 
 5 
 
 31 
 
 78 
 23 
 27 
 
 19 
 
 9 
 
 77 
 96 
 87 
 
 95 
 
 69 
 
 88 
 24 
 31 
 
 20 
 
 13 
 
 87 
 100 
 100 
 
 100 
 
 100 
 
 13 
 
 
 6 
 
 1 
 6 
 
 13 
 
 14 
 
 5 
 
 46 
 
 68 
 25 
 36 
 
 20 
 
 7 
 
 67 
 100 
 86 
 
 95 
 
 54 
 
 101 
 25 
 42 
 
 21 
 
 13 
 
 100 
 
 
 100 
 
 
 100 
 
 Alameda, Berkeley, and 
 
 100 
 
 Stockton and Sacra- 
 mento 
 
 100 
 
 what higher than in other California markets, several small dealers 
 stating that between 35 and 45 per cent was the necessary margin. 
 
 All retailers expressed the opinion that handling apples was profit- 
 able. Some qualified their opinions by excepting the handling of early 
 local apples and those that had been held in storage for a long time. 
 
 Amount of Apples Which Spoil and Causes of Spoilage. — The 
 quantity of apples lost through spoiling was not considered excessive 
 by retailers. Only 11 per cent of the dealers reported losing more 
 than 10 per cent of the early apples they handled while 47 per cent 
 reported less than 10 per cent loss. With late apples, losses ran some- 
 what higher. Between 10 and 15 per cent was the usual amount of 
 spoilage reported. The heaviest losses were with apples that had been 
 stored for a long period. (See table 49.) 
 
 "Storage breakdown" and decay were reported as the principal 
 causes of loss in late apples, while bruising and shriveling were of 
 most importance with early apples. Shriveling was reported most 
 
72 
 
 University of California — Experiment Station 
 
 frequently in southern California on early immature apples, and bit- 
 ter-pit in northern markets. 
 
 Dealings in Processed Apples. — Only 10 per cent of the retailers 
 handled dried apples (table 50). These were located in trade terri- 
 tory comprised of low income groups. There was a tendency as well 
 for dealers located in smaller cities to handle dried apples to a greater 
 extent than did those in the larger cities. Canned apples were car- 
 ried by 13 per cent of the dealers. Those dealers who catered to a 
 restaurant trade handled the gallon can. In the smaller cities canned 
 apples were on the shelves more frequently than in the larger cities, 
 and as in the case of dried apples, they were carried by the dealers in 
 low income districts. 
 
 .Apple butter was sold by a number of retailers. These reported 
 that the No. 1 and No. 2 cans were the best sellers. 
 
 WHOLESALERS' AND JOBBERS' OPERATIONS AND PRACTICES 
 
 Relation of Apples to Other Products Handled by Wholesalers 
 and Jobbers. — For those dealers who handled apples in California, 
 markets the apple business was a substantial part. In southern Cali- 
 fornia there was a tendency for those who dealt in apples to make it 
 a bigger part of their business than the northern California dealers. 
 
 TABLE 51 
 
 Per Gent of Wholesaler's and Jobber's Business in Apples, Fruits as a 
 Whole, and Vegetables 
 
 Markets 
 
 Per cent in apples 
 
 Per cent in fruits 
 as a whole 
 
 Per cent in 
 vegetables 
 
 Northern California 
 
 20 to 40, mostly 25 . 
 
 25 to 75, mostly 50 
 
 25 to 75, mostly 50. 
 
 Southern California 
 
 10 to 95, mostly 30 
 
 10 to 100, mostly 50 
 
 10 to 90, mostly 50. 
 
 All California 
 
 10 to 95, mostly 25 to 30 
 7 to 75, mostly 20 to 50 
 
 10 to 100, mostly 50 
 
 10 to 90, mostly 50. 
 
 New York 
 
 20 to 100, mostly 50 to 100 
 
 to 75, mostly under 50. 
 
 
 The usual division of business between fruits and vegetables was 
 about half and half. In New York, the importance of apples as com- 
 pared with other products handled varied from only 7 per cent to as 
 high as 75 per cent. The majority reported their apple business 
 constituted from 20 to 50 per cent. Most dealers interviewed handled 
 a greater volume of fruits than vegetables, seven out of thirty-three 
 handling no vegetables at all. (See table 51.) It is well known, 
 however, that some dealers handle vegetables exclusively. These were 
 not interviewed, hence the data on proportion of business in fruits 
 and vegetables apply only to those engaged in handling fruits only 
 or fruits and vegetables in combination. 
 
Bul. 501] Marketing California Apples 73 
 
 Quantity of Apples Handled from Various Producing Sections. — 
 The quantity of apples handled by dealers from the principal pro- 
 ducing- sections was reported to vary from year to year. It also 
 varied greatly between dealers. Southern California dealers handled 
 a much larger quantity of apples from Watsonville than northern 
 California dealers (table 52). This was due to the fact that Los 
 Angeles was a good market for Bellflowers while the San Francisco 
 market was not greatly interested in them. Furthermore, the Los 
 Angeles market used larger quantities of the Watsonville Newtowns 
 than the San Francisco market. It was also noted that southern 
 California markets handled more apples from other California pro- 
 ducing sections than did the northern California markets. Again, 
 southern California markets used apples from Idaho and Utah to a 
 much greater extent than the northern California markets. 
 
 The matter of freight rates evidently plays an important part in 
 the sources from which the northern and southern California mar- 
 kets secure their apples. According to the Bureau of Railway Eco- 
 nomics 28 the following rates obtained : 
 
 To To 
 
 Los Angeles San Francisco 
 
 From Cents per 100 lbs. Cents per 100 lbs. 
 
 Milton, Oregon 100% 65 
 
 Provo, Utah 79 
 
 Underwood, Washington 52% 
 
 Wenatchee, Washington 106 79 
 
 Yakima, Washington 106 
 
 Fruitland, Idaho 98 98 
 
 Twin Falls, Idaho 95 
 
 Watsonville, California 35% 16 
 
 Here it will be noted that the southern California markets are 
 served most advantageously with late apples from Watsonville, Utah, 
 and Idaho. On the other hand, it will be noted that the Northwest 
 has an advantage in freight rates into San Francisco over the Utah 
 and Idaho shipping points. 
 
 The importance of the freight rate structure in determining the 
 receipts from Utah was brought out by Thomas and Cardon 29 in their 
 study of the apple industry of Utah. These workers quoting Homer 
 A. Harris, then market reporter for the United States Bureau of Agri- 
 cultural Economics, state: "Receipts of Jonathans from Utah are 
 
 28 Commodity prices in their relation to transportation costs. Bur. of Kailway 
 Economics. Bul. 34:28. Washington, D. C. Feb. 1929. 
 
 29 Thomas, Preston W., and P. V. Cardon. An economic study of the apple 
 industry of Utah. Utah Agr. Exp. Sta. Bul. 208:38, 1928. 
 
74 
 
 Univeksity of California — Experiment Station 
 
 heavy on account of favorable freight rates from that state as com- 
 pared with Idaho, Oregon, or Washington. ' ' 
 
 The quantity of apples handled by New York dealers and the few 
 who were interviewed in other eastern markets is exceedingly variable. 
 Some dealers handled only a small part of a car while others handled 
 up to 50 cars of early apples and several hundred or even a thousand 
 cars of late apples. The quantity of California Gravensteins handled 
 constitutes a very small percentage of all apples purchased. Dealers 
 buying only a car or less of Gravensteins may handle several hundred 
 cars of Northwest apples. Some of these, particularly in Philadel- 
 phia and Boston, handled several hundred cars of barreled apples, 
 mostly from Virginia. 
 
 TABLE 52 
 
 Quantity of Apples Handled from Various Producing Sections by 
 Wholesalers .and Jobbers 
 
 District of 
 origin 
 
 Northern California 
 markets 
 
 Southern California 
 markets 
 
 New York 
 markets 
 
 All eastern 
 markets 
 
 
 Number of carloads handled by wholesalers and jobbers 
 
 
 
 2 to 50, mostly 10 
 
 fX to 50, 
 
 \ mostly 1-5 
 
 \i to 50, 
 
 
 3 to 200, mostly 25 
 
 10 to 600, mostly 75 
 
 mostly 1-5 
 
 
 2 to 40, mostly 5 to 10 
 
 3 to 150, mostly 15 
 
 
 
 
 3 to 150, mostly 10 
 
 
 
 
 3 to 20, mostly 10 
 
 
 5 to 1,200 
 
 5 to 1,200 
 
 
 1 to 25, mostly 10 
 
 4 to 25, mostly 10 
 
 
 Utah 
 
 (Only one dealer) 15 to 25 
 
 
 4 to 25, mostly 10 
 
 
 
 Other 
 
 
 
 2 to 1,000 
 
 2 to 1,000 
 
 
 
 
 
 Total 
 
 5 to 300, mostly 100 
 
 50 to 825, mostly 150 
 
 5 to 2,200 
 
 5 to 2,200 
 
 
 
 
 Method of Purchase. — The diagram on the cover page shows that 
 wholesalers and jobbers have an opportunity to make their purchases 
 from or through various agencies. Southern California dealers re- 
 ported buying a larger portion of their apples through brokers than 
 did northern California dealers. This applied particularly to the 
 purchase of California apples. Northern California markets are 
 located near the two principal producing sections; consequently con- 
 tacts with shippers and growers are more easily made. Again, 
 considerable quantities of apples were trucked to the northern 
 California markets from the producing sections. 
 
 The purchase of apples from growers or country packers was con- 
 fined largely to state shipments. In all California markets, most of 
 the apples coming from points out-of-state were purchased through 
 
Bul. 501] 
 
 Marketing California Apples 
 
 75 
 
 brokers. Some of the wholesalers, however, owned or had interests in 
 orchards both in and outside of the state and obtained their supplies 
 in this manner. (See table 53 and fig. 8.) Some dealers who do 
 strictly a jobbing business purchased their supplies from wholesalers. 
 Occasionally, a wholesaler bought from another wholesaler in the 
 event he wanted to fill a special order. 
 
 Most eastern wholesalers and jobbers reported buying California 
 apples at auction. It is estimated that about 90 per cent of all west- 
 ern apples sold at eastern markets move through the auctions, A few 
 
 WHOLESALERS' AND JOBBERS' OPERATIONS IN CALIFORNIA 
 
 MARKETS 
 
 A 
 t 
 
 3 
 
 m 
 
 i 
 
 
 
 1 
 
 Pur 
 
 Though 
 Broker 
 
 89 
 
 cha 
 
 ses 
 
 
 5ales 
 
 
 
 1 ndcpcndcnt 
 Peta.lers 
 
 87 £ 
 
 
 
 
 
 
 p 
 
 
 
 
 
 
 Cr, al n I 
 Srorcs = 
 
 70 (o 
 
 Wholesalers 
 
 and 
 
 J obbers 
 
 From 
 Growar- 
 
 52 
 
 
 
 
 
 
 
 
 Jobbers E 
 90 Ifl 
 
 
 
 
 
 
 T 
 
 Cou^r 4 
 
 Packer 
 
 40 
 
 
 
 
 
 62 X 
 
 
 
 
 
 2 
 
 
 
 
 Froilsrand. + 
 
 60 
 
 
 
 
 
 Wholcialcr, 
 
 1 1 
 
 
 
 
 
 
 
 u 
 
 
 
 
 
 Ho+cl« i. 
 
 t?e5+<3"ron+* 0. 
 
 36 
 
 
 
 
 
 Fig. 8. — California wholesalers and jobbers most frequently reported either 
 that they purchased through brokers or directly from growers. Most of them 
 reported sales to jobbers, to independent retailers, to chain stores, and to hucksters. 
 (Data from tables 53 and 58.) 
 
 dealers reported buying at private sale through brokers although some 
 of the larger firms made contracts with large growers and with pack- 
 ers. Time did not permit obtaining data on this point in markets 
 other than New York, but several large dealers interviewed in Phila- 
 delphia and Boston had representatives in the field making contracts 
 with growers in the nearby states. It appears, therefore, that a con- 
 siderable percentage of the eastern apple crop is purchased from the 
 grower or packer. 
 
 Some of the wholesale houses did some of their own packing at 
 country points. However, this is not the usual practice. 
 
 Size of Purchase. — The usual size of purchase reported by dealers 
 in California was the carload. Those doing a jobbing business only, 
 bought from 25 to 100 boxes at a time, usually 100 boxes. On trucked- 
 in lots the size of purchase varied with the capacity of the truck. 
 
76 
 
 University of California — Experiment Station 
 
 
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Bul. 501] 
 
 Marketing California Apples 
 
 77 
 
 TABLE 54 
 
 Portion of Carload of Apples Bought by Each Dealer at Auction in New 
 York City, August 26, 1929* 
 
 Dealer No. 
 
 Number of 
 
 boxes 
 purchased 
 
 Per cent of 
 carload 
 
 1 
 
 251 
 60 
 60 
 57 
 51 
 40 
 37 
 33 
 28 
 26 
 24 
 20 
 20 
 20 
 12 
 11 
 5 
 
 33 3 
 
 2 
 
 8.0 
 
 3 
 
 8.0 
 
 4 
 
 7.5 
 
 5 
 
 7.0 
 
 6 
 
 5.3 
 
 7 
 
 5 
 
 8 
 
 4.3 
 
 9 
 
 4.0 
 
 10 
 
 3.5 
 
 11 
 
 3 2 
 
 12 
 
 2.7 
 
 13 
 
 2.7 
 
 14 
 
 2.7 
 
 15 
 
 1.6 
 
 16 
 
 1.5 
 
 17 
 
 7 
 
 
 
 Total 
 
 755 
 
 100 
 
 
 
 "From Records of Brown and Seccomb Auction Company, New York City on P. F. E. car No. 26828. 
 
 PORTIONS OF CAR P. F. E. 26828 BOUGHT BY EACH DEALER AT 
 AUCTION AUGUST 26, 1929, NEW YORK 
 
 250 
 225 
 200 
 175 
 
 gl50 
 
 13 125 
 
 100 
 
 r l "2 
 I Dealer Boxes 
 
 Fig. 9. — A car of apples is split up among a number of dealers, the majority of 
 whom buy less than 50 boxes each. (Data from table 54.) 
 
78 
 
 University of California — Experiment Station 
 
 The majority of purchases by the larger New York dealers were 
 either 100 box lots or carloads, the former applying more to earlier 
 varieties and the latter to the fall and winter sorts. Some buyers 
 speculated and their purchases on a given day ranged from only a 
 few boxes to 15,000 boxes. Others stated that the size of their purchase 
 varied according to the price. 
 
 Auction sale records during August show that, aside from a few 
 large buyers who may purchase several hundred boxes at once, most 
 buyers purchased from 20 to 60 boxes of Gravensteins at a time 
 (table 54 and fig. 9). One buyer may take several lots of 20 boxes 
 each. (Buyers wishing less than 20 boxes can obtain them at the 
 auction only by purchasing broken lots. ) 
 
 TABLE 55 
 Terms of Purchase Reported by Wholesalers and Jobbers 
 
 Markets 
 
 Number 
 
 reporting 
 
 cash 
 
 Number 
 
 reporting 
 
 "usual terms" 
 
 Reporting credit 
 
 
 Number 
 
 Time 
 
 
 43 
 
 19 
 
 24 
 
 5 
 
 4 
 3 
 1 
 2 
 
 10 
 4 
 6 
 6 
 
 7 to 30 days. 
 
 
 7 to 30 days. 
 
 
 
 
 10 to 60 days. 
 
 
 
 Terms of Purchase. — The terms of purchase reported by dealers 
 in California was usually cash (table 55). Several reported payment 
 in 7 to 30 days. A few reported that the terms of purchase were 
 ''usual terms" which meant purchase on an f.o.b. basis, subject to 
 inspection upon arrival. In the majority of cases on carlot purchases, 
 dealers reported payment of sight draft attached to bill of lading. 
 
 Auction terms in the East are 10 days, and this is the way in which 
 the majority of purchases are made. Small jobbers buying from 
 larger dealers are usually given a week's credit. A few can buy only 
 for cash. Larger firms buying at country points usually purchased 
 on a cash f.o.b. basis with sight draft attached to bill of lading. 
 
 Wholesalers' Relations With Country Packers. — Contracting with 
 the country packer is not a general practice on the part of California 
 wholesalers. Only 11 out of 46 interviewed reported that they made 
 contracts. The usual practice was to purchase supplies near the time 
 they are used. In the case of storage operations, however, purchases 
 were made in advance and here the contract was more frequently 
 employed. 
 
Bul. 501] Marketing California Apples 79 
 
 Few dealers in New York reported contracting with country 
 packers. 
 
 The practice of making advances to country packers was more 
 common among dealers in northern California than in southern Cali- 
 fornia. Yet, even in northern California less than half the dealers 
 interviewed reported making advances. It was evident, however, 
 that dealers were reticent about giving information with reference to 
 financing, and many answered in an evasive manner. It is quite 
 likely, therefore, that a larger number make advances than the direct 
 replies indicate. This was indicated by several who said that as a 
 practice they did not make advances but occasionally did make 
 advances in special circumstances. 
 
 Few data were obtained in the eastern markets on the practice of 
 financing country shippers, but two-thirds of those interviewed stated 
 they did not make advances to packers. Those dealers who reported 
 making advances to country packers usually stated that they made 
 advances every year. 
 
 The usual practice in making advances to country packers was to 
 make them just prior to harvest, although some reported making 
 advances two or three months prior to it. The extent of advances to 
 country packers varied from year to year and varied greatly as 
 between dealers. The usual advance was, however, packing costs up 
 to 25 per cent of the market price of the commodity. Two dealers 
 reported making advances up to 50 and 75 per cent of the value of 
 the product. (See table 56.) 
 
 The advantage of making advances to country packers, as given 
 by wholesaler dealers in California markets, was to assure the busi- 
 ness. Those who made advances reported no disadvantages. Some 
 stated that the practice was merely one of accommodation. 
 
 Two dealers in New York reported the advantages as furnishing 
 them more business while a third stated that it gave him the apples 
 on track or in storage and he could sell when the market was up. The 
 disadvantages stated were: extra bookkeeping, trouble of collecting 
 intere r and dissatisfaction of the grower with sales in case of a 
 market decline. 
 
 Wholesalers' Charges and Margins. — Many dealers reported that 
 they did not handle apples on a commission basis. Those who did, 
 reported that their commission charges were either 10 or 15 per cent. 
 Fifteen per cent was the usual charge in northern California markets, 
 while in .southern California markets 10 and 15 per cent charges were 
 reported the same number of times. Some dealers reported that the 
 
80 
 
 University of California — Experiment Station 
 
 
 
 
 
 
 
 
 
 
 
 
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 Marketing California Apples 
 
 81 
 
 
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82 University of California — Experiment Station 
 
 commission charge varied with the quantity, smaller lots carrying the 
 higher rate. Seven to 10 per cent were the usual charges of New 
 York dealers. The New York commissions were based upon delivered 
 sales, hence the actual commission received was as large as that 
 received by California dealers. Some dealers charged 7 per cent on 
 large lots and 10 per cent on small lots. 
 
 On goods not sold on commission California dealers reported an 
 expected margin ranging from 10 to 25 per cent, the usual margin 
 being 15 per cent, Several reported on a per-box basis, the expected 
 margin in this case ranging from 10 to 25 cents a box, the usual reply 
 being 25 cents a box. (See table 57.) 
 
 The margin of profit considered necessary by New York dealers 
 varied with the class of trade to which they catered. After paying 
 cartage, which they figure at 10 or 11 cents, they hoped to make 15 
 to 20 cents a box as a minimum. Most dealers catering to a moderate- 
 priced trade expected to make 25 cents. Dealers catering to a higher- 
 class trade mark up the boxes from 35 to 75 cents. Those having the 
 higher mark-up usually go over the fruit and see that every specimen 
 is in perfect shape before it leaves their store. A large share of this 
 fruit is sold through the Gansevoort jobbing market to steamship, 
 restaurant, and hotel companies. 
 
 Sales Outlets. — California wholesale apple dealers had a variety 
 of outlets. The tabulated results (table 58) show the number of 
 dealers who reported sales to the various classes of trade. Here it is 
 apparent that aside from hotels and restaurants the wholesale trade 
 sold, in general, to all classes listed in the right-hand portion of the 
 chart on the cover page. Southern California dealers more often indi- 
 cated sales to jobbers than did the northern California dealers, prob- 
 ably because a larger number were doing a strictly wholesale business 
 than was the case in northern California. Another point of interest 
 is that a much smaller number reported selling to chain stores in the 
 southern California markets. 
 
 Dealers, as a whole, hesitated about giving definite percentages 
 on sales. Those who did indicated that the bulk of their trade was 
 with retail stores. It is worthy of note that hucksters furnished a 
 considerable outlet for jobbers. 
 
 The outlet for fruit sales for New York dealers was even more 
 varied than with the California dealers. Washington Street dealers 
 had a rather general class of trade but sell largely to jobbers, inde- 
 pendent retailers, a few hotels, and chain stores. The dealers on the 
 Gansevoort market, because of its location relatively near to the piers. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 83 
 
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84 University of California — Experiment Station 
 
 sold largely to ship lines, export institutions, and restaurants. The 
 Harlem dealers serving upper Manhattan had a general trade to 
 retailers, hucksters, and fruit stands. The dealers on the Wallabout 
 market in Brooklyn distributed relatively large quantities of fruit to 
 almost all classes except ships and export companies. The Attorney 
 Street market on the lower east side of Manhattan served hucksters 
 and push carts primarily. 
 
 Terms of Sale. — Terms of sale in most California markets were 
 usually cash or cash w T eekly. In the northern California markets 
 terms were frequently twice a month or what the trade termed 
 "steamer days." In 1927, W. L. Jackson estimated that between 20 
 and 25 per cent of the business was done on a cash basis. 30 In south- 
 ern California 10 days' credit was often extended to purchasers. 
 
 Cash sales and credit of a week or 10 days were the most common 
 terms of sale in New York. Buyers with good credit are given 30 days 
 and in a few instances longer. Auction terms are 10 days. 
 
 Discounts. — Wholesalers in California generally made discounts 
 on quantity sales. In southern California markets, jobbers are given 
 a discount in case they purchase a full line from the wholesaler but 
 are not given a discount above that given to other purchasers on 
 quantity sales if they only purchase apples. In some cases jobbers 
 reported handling on a smaller margin in their dealings with other 
 jobbers. In northern California markets most wholesalers reported 
 giving a discount to jobbers not given to other purchasers, but job- 
 bers did not make a practice of giving a discount to other jobbers 
 because this business was not large in volume. 
 
 Most wholesalers in New York give some discount for quantity 
 sales and also to jobbers. In one instance merely a 2 per cent brok- 
 erage charge was made to jobbers. 
 
 Extent of Market. — Northern California dealers reported a mar- 
 ket radius of approximately 75 miles while southern California deal- 
 ers reported a market radius of from 50 to over 200 miles. As a 
 whole southern California dealers served a wider territory domes- 
 tically. However, several northern California dealers reported 
 exporting to a considerable extent. The San Francisco market is 
 located nearer the producing sections, hence exports are made through 
 this market rather than through the Los Angeles market. The freight 
 rate from Watsonville to Los Angeles is 35 y 2 cents per hundred 
 pounds, while from Watsonville to San Francisco it is only 16 cents 
 per hundred pounds. 
 
 30 Jackson, W. L. The San Francisco wholesale and produce market. U. S. 
 Dept. Agr. Bur. Agr. Econ. Unpublished report, San Francisco Office. 1927. 
 
Bul. 501] Marketing California Apples 85 
 
 It is difficult to summarize the extent of the market of New York 
 dealers. Some supply an area of only 8 to 10 blocks ; others supply 
 Manhattan and Long Island ; some ship to out-of-town customers for 
 100 miles; and still others supply ship and export trade. Grouping 
 the dealers under four general heads, we find nine supplying a local 
 or nearby trade, fifteen supplying the different parts of Greater 
 New York (the distance up to 40-50 miles), two shipping 50 to 100 
 miles, and eight supplying export trade. 
 
 Only general information as to the extent of the general market 
 was obtained in Chicago, Cleveland, Philadelphia, and Boston. Gen- 
 erally speaking, Chicago is a distribution center. Cleveland is largely 
 a local market supplying fruit in a semicircle south to a distance of 
 60-100 miles. Philadelphia ships apples as far west as central Penn- 
 sylvania and east to the coast. Boston supplies most of New England 
 and ships some apples to Nova Scotia. 
 
 The Factor of Trucked-in Fruits. — Trucking of apples to Califor- 
 nia markets is an important means of transportation. In the north- 
 ern California markets only 2 of 22 dealers interviewed reported that 
 shipments were received by rail only. Some dealers reported that 
 from 50 to 80 per cent of the apples they handled were hauled by 
 truck. On the other hand, those handling a large quantity of North- 
 west apples reported that only a small percentage of the apples they 
 handled were received by truck. 
 
 Southern California markets received all local apples by truck, 
 other apples being transported mostly by rail. It is interesting to 
 note, however, that apples were trucked in from Utah. 
 
 Arrivals by rail and truck in the Los Angeles market in July and 
 August, 1929, calculated in carloads, were approximately: 48 car- 
 loads by rail and 14 carloads by truck during July ; 127 carloads by 
 rail and 16 carloads by truck in August. 31 
 
 Answers to questions concerning trucked-in fruits were not obtained 
 from many dealers in the eastern markets. Trucking, however, is 
 becoming more important each year as a means of transporting fresh 
 fruits and vegetables from nearby sections. Biddle 32 reports the car- 
 load arrivals in New York for 1928 to be 7,953 by rail and 1,107 by 
 truck for the period from July to December. Monthly reports for 
 July and August, 1929, showing the origin of rail and motor truck 
 shipments are presented in table 59. 
 
 3i Daily Market News Service Reports. U. S, Dept. Agr. Bur. Agr. Econ. Los 
 Angeles, Calif. 1929. 
 
 32 Biddle, E. R. Annual summary of carlot arrivals of fruits and vegetables 
 for New York, 1928. (mimeo.) U. S. Dept. Agr. Bur. Agr. Econ. 1929. 
 
86 
 
 University of California — Experiment Station 
 
 The data in table 59 show that truck shipments from New Jersey 
 to the New York market have virtually eliminated rail shipments. 
 The states of Delaware, Maryland, and New York also employ truck 
 transportation to a large extent. 
 
 TABLE 59 
 Carload Receipts of Apples in New York During July and August, 1929* 
 
 
 Carloads received by rail 
 
 Carloads received by truck 
 
 State of origin 
 
 July 
 
 August 
 
 July 
 
 August 
 
 California 
 
 2 
 6 
 3 
 4 
 
 28 
 
 
 9 
 
 41 
 
 121 
 5 
 
 16 
 2 
 
 80 
 2 
 1 
 
 28 
 
 
 51 
 
 
 47 
 15 
 239 
 4 
 
 
 
 
 
 
 
 14 
 
 Maryland 
 
 5 
 
 
 257 
 
 New York 
 
 38 
 
 North Carolina 
 
 
 
 Pennsylvania 
 
 1 
 
 
 
 
 
 West Virginia 
 
 
 
 
 
 'From Daily Market News Service Reports, U. S. Dept. Agr. Bur. Agr. Econ. New York, 1929. 
 
 TABLE 60 
 Carload Receipts of Apples in Boston, January to July, 1929* 
 
 Month 
 
 Carloads 
 
 received by 
 
 rail 
 
 Carloads 
 
 received by 
 
 truck 
 
 January 
 
 
 132 
 126 
 149 
 88 
 64 
 44 
 158 
 
 73 
 
 February 
 
 59 
 
 March 
 
 91 
 
 April 
 
 166 
 
 May 
 
 122 
 
 June 
 
 44 
 
 July 
 
 188 
 
 
 
 •Monthly report of carlot receipts. Market News Service Reports, U. S. Dept. Agr. Bur. Agr. Econ 
 Boston, 1929. 
 
 No definite data could be obtained on actual quantity of apples 
 received in Philadelphia by truck. It can be stated without ques- 
 tions, however, that during August the great bulk of the apples were 
 trucked in from New Jersey and Delaware. 
 
 Table 60 shows the relative importance of rail and truck shipments 
 of apples on the Boston market. Most of the apples received by 
 truck originated in Massachusetts or New Hampshire and the Boston 
 market was well supplied with local stock in August. 
 
Bul. 501] Marketing California Apples 87 
 
 The Cleveland and Chicago markets also receive considerable 
 quantities by truck. One of the best-posted men in Cleveland esti- 
 mated that probably 25 per cent of the early apples arrived by truck 
 but no figures could be obtained. On the Chicago market, some of the 
 fruit from Illinois, Michigan, and Wisconsin is doubtless trucked in 
 but no data were available. 
 
 Storage Operations With Gravensteins. — Storage of Gravensteins 
 by the wholesale trade was seldom practiced in California, Only 8 
 out of 40 dealers interviewed stated that they had stored Graven- 
 steins (table 61). Gravensteins in the eastern markets are usually 
 sold as received although about one-third of the wholesalers and 
 jobbers reported storing in a limited way and for short periods. 
 
 Those dealers who had stored Gravensteins held them for only a 
 short period. Three to four weeks was the usual length of the storage 
 period, although one dealer reported carrying one car 'for three 
 months. The reason given for the short storage period was to avoid 
 competition with the Northwest Jonathan which would be on the 
 market when the Gravenstein came out if the latter were stored too 
 long (table 61). That is, it was inadvisable to try to move the Grav- 
 enstein after the Northwest Jonathan was in the market. Many of 
 those who did not store expressed the opinion that it was inadvisable 
 unless the market during a part of the season was demoralized. 
 
 The quantity stored by those dealers who did store was small. 
 From 1 to 5 cars was the usual size of holding. The carrying quality 
 after storage was reported as varying. "Fairly well" was the com- 
 mon reply to the question as to how they carried after storage. The 
 condition of the apple when it went into storage was stated to be 
 important in relation to the carrying quality after the apples came 
 out of storage. The loss after storage was reported as ranging from 
 2 to 10 per cent. 
 
 The principal reasons for storage of Gravensteins as given by 
 wholesalers were to avoid a glutted market and to lengthen the season. 
 
 Storage Operations With Newiowns. — Storage of Newtowns is a 
 common practice on the part of California wholesalers (table 62). 
 The ratio of those who stored to those who did not store was 5 to 1. 
 There was a tendency for more wholesalers in southern California to 
 store than for northern California dealers, although some dealers in 
 northern California reported exceedingly heavy operations in stored 
 Newtowns. 
 
 The length of the storage period for Newtowns varied with the 
 dealer in California. Yet, it is a common practice to hold some in 
 storage until June 1. Some reported holding them until July 1. 
 
88 
 
 University of California — Experiment Station 
 
 
 
 
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 Marketing California Apples 
 
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Bul. 501] Marketing California Apples 91 
 
 The quantity of Newtowns stored was considerable, dealers usually 
 held 25 to 50 carloads in northern, and 10 to 50 in southern California. 
 As many as 250 carloads were held by some dealers in northern 
 California and as many as 100 carloads in the south. 
 
 The reasons given for storage were : (1) to supply the trade during 
 the season, (2) to lengthen the marketing season, (3) to speculate, 
 (4) to avoid too heavy supplies at harvest time, and (5) forced to 
 store. 
 
 Storage Operations With Bellflowers. — There was a marked con- 
 trast between northern and southern California markets in storage 
 of Bellflowers (table 63). Southern California wholesalers stored 
 Bellflowers to a considerable extent, while only half of the dealers in 
 northern California stored them. San Francisco dealers stated they 
 did not have a Bellflower market. On the other hand, it was clear 
 that Los Angeles was a Bellflower market. 
 
 The length of the storage period for Bellflowers varied from three 
 to six months. There was a marked tendency, however, for southern 
 California dealers to store for a longer period than northern Califor- 
 nia dealers. Many in southern California reported that they stored 
 until the first of March. 
 
 The quantity stored varied greatly. The usual amount stored in 
 southern California was from 10 to 25 carloads, some storing as high 
 as 100 carloads, while in northern California dealers seldom stored 
 more than 10 carloads. 
 
 The reasons given for storage were: (1) to have a supply for the 
 trade, (2) to lengthen the marketing season, (3) to speculate, (4) to 
 avoid too heavy supplies at harvest time, and (5) to keep the apples 
 from ripening too rapidly. 
 
 Some of the southern California dealers reported that they had 
 discontinued storing Bellflowers because Watsonville shippers had 
 taken up storage operations and because of the danger of loss from 
 bitter-pit. This is interesting because several Watsonville shippers 
 reported that dealers' buying •practices had forced them to store. 
 (See "Watsonville Shippers' Storage Operations," pp. 113-114.) 
 
92 
 
 University of California — Experiment Station 
 
 BROKERS' AND DISTRIBUTORS' OPERATIONS AND PRACTICES 
 
 Relation of Apples to Other Products Handled by Brokers and 
 Distributors. — California brokers who dealt in apples had, as a rule, 
 a considerable part of their business in apples. Two brokers reported 
 dealing only in apples. Others reported that of their total business 
 fruits as a whole ranged between 50 and 80 per cent of their business, 
 vegetables usually comprising a lesser part, (See table 64.) 
 
 Of seven New York brokers interviewed only one did as much 
 business in vegetables as in fruits, four dealing entirely in fruit, one 
 almost entirely and three others from 65 to 80 per cent. This was to 
 be expected since only those who were known as important fruit 
 
 TABLE 64 
 
 Per Cent of Brokers' and Distributors ' Business in Apples, Fruits, as a 
 
 Whole, and Vegetables 
 
 Markets 
 
 Per cent in apples 
 
 Per cent in fruits 
 as a whole 
 
 Per cent in 
 . vegetables 
 
 
 5-100 
 5-100 
 15-100 
 10- 90 
 
 15-100 
 35-100 
 15- 90 
 50-100 
 
 0-85 
 
 
 0-65 
 
 
 10-85 
 
 
 0-50 
 
 
 
 brokers were interviewed. Of those interviewed, one reported 90 per 
 cent of his business in apples but all others 50 per cent or less. One 
 firm whose business was 95 per cent in fruit, estimated that only 10 
 per cent was in apples. In general, eastern brokers handled a greater 
 volume of other fruits than did those in California. Apples, however, 
 were a very important part of their business. 
 
 Quantity of Apples Handled from Various Producing Sections. — 
 The quantity of apples handled by brokers and distributors from dif- 
 ferent districts varied greatly. Some brokers dealt only in apples 
 from one or two districts while others handled some apples from nearly 
 every district Northern California brokers reported doing little busi- 
 ness in California apples, since the producing sections were so near to 
 market that shippers could make their own contacts. On the other 
 hand, distributors who had connections in the Sebastopol district did 
 considerable business there. Southern California brokers handled 
 large quantities of California apples, particularly from the Watson- 
 ville district, and, in contrast to northern California brokers, large 
 quantities of apples from Idaho and Utah. (See table 65.) 
 
Bul. 501] 
 
 Marketing California Apples 
 
 93 
 
 Numerous eastern brokers handled no California apples. The 
 larger receivers handled from 150 to 200 cars. Some of the dis- 
 tributors handled from 800 to 1,000 cars of Northwest apples. One 
 broker handled from 2,000 to 3,000 cars from Washington, Oregon, 
 and Idaho. With brokers interviewed the apple shipments handled 
 averaged 66 per cent from the Pacific Northwest, 28 per cent from 
 eastern and central states, and 6 per cent from California. 
 
 Selling Practices With Reference to Split Cars, Pooled Orders, 
 and Trucked-in Apples. — The practice of splitting cars was common 
 
 TABLE 65 
 
 Quantity of Apples Handled from Various Producing Sections by Brokers 
 
 and Distributors 
 
 District of origin 
 
 Sebastopol, California.. 
 Watsonville, California 
 
 Other California 
 
 Idaho 
 
 Washington 
 
 Oregon 
 
 Utah ¥ 
 
 Others 
 
 Number of carloads handled by brokers and distributors 
 
 Northern California 
 markets 
 
 0- 350 
 0- 200 
 0- 40 
 0- 900* 
 0- 400 
 0-1000 
 0- 5 
 0- 5 
 
 Southern California 
 markets 
 
 0- 100 
 0-1250 
 0- 15 
 0- 125 
 0- 150 
 0- 25 
 0- 125 
 0- 125 
 
 New York 
 
 0- 200 
 
 0-2000 
 
 *A national distributor. 
 
 among California brokers. It appeared, however, to be a more general 
 practice among northern California brokers than among southern 
 California brokers (table 66). Practically all eastern brokers inter- 
 viewed handled split as well as straight cars. One handling only 
 straight cars did a large export business. 
 
 Northern and southern California brokers presented a contrast 
 in the practice of making up pooled orders. The former reported it 
 a common practice while the latter stated that they did not make it a 
 practice. Few answers to the question concerning pooled orders were 
 received from eastern brokers. One reported making up pooled orders 
 and two not making them. 
 
 Brokers in California did not, as a general rule, sell trucked-in 
 fruits. Most of those who truck to market make their own contracts 
 with dealers. Nevertheless, some brokers, as is shown in table 66, 
 reported that they had sold trucked-in apples. 
 
 Buying Practices and Operations. — Brokers' terms of sale in Cali- 
 fornia were usually cash. However, the terms of sale varied consid- 
 
94 
 
 University of California — Experiment Station 
 
 erably. There was a tendency for southern California brokers to 
 extend credit longer than northern California brokers do. The terms 
 of most New York brokers were cash. 
 
 The usual charges for handling carloads in California markets 
 were 5 cents a box and $25.00 a car. In southern California markets 
 
 TABLE 66 
 
 Selling Practices of Brokers and Distributors With Beference to Split 
 Cars, Pooled Orders, and Trucked-in Fruits 
 
 
 Split cars 
 
 Pooled orders 
 
 Trucked-in fruits 
 
 Market 
 
 Selling 
 straight 
 cars only- 
 
 Selling 
 split 
 cars 
 
 Making 
 
 up pooled 
 
 orders 
 
 Not making 
 
 up pooled 
 
 orders 
 
 Selling 
 
 trucked-in 
 
 fruits 
 
 Not selling 
 
 trucked-in 
 
 fruits 
 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 Num- 
 ber 
 
 Per 
 cent 
 
 
 8 
 3 
 5 
 1 
 
 42 
 30 
 56 
 14 
 
 11 
 
 7 
 4 
 6 
 
 58 
 70 
 44 
 
 86 
 
 9 
 9 
 
 1 
 
 45 
 
 82 
 
 
 
 33 
 
 11 
 2 
 9 
 2 
 
 55 
 
 18 
 
 100 
 
 67 
 
 6 
 3 
 3 
 
 30 
 27 
 33 
 
 14 
 8 
 6 
 
 70 
 
 Northern California 
 
 Southern California 
 
 73 
 67 
 
 
 
 
 
 
 TABLE 67 
 Brokers' and Distributors' Terms of Sale and Brokerage Charges 
 
 
 Terms of sale 
 
 Borkerage charges 
 
 Markets 
 
 Cash 
 
 "Usual 
 terms" 
 
 Credit 
 
 Cents per box 
 
 Dollars 
 
 per 
 carload 
 
 Per cent 
 of sale 
 price 
 
 
 2.5 
 
 5 
 
 10 
 
 12.5 
 
 $25-$30 
 
 5-7 
 per cent 
 
 
 Number reporting 
 
 Number reporting 
 
 
 9 
 5 
 4 
 4 
 
 5 
 5 
 
 5 
 
 1 
 4 
 
 1 
 
 1 
 
 9 
 5 
 4 
 
 2 
 2 
 
 
 9 
 2 
 
 7 
 3 
 
 2 
 
 Northern California 
 
 
 2 
 
 Southern California 
 
 1 
 
 
 
 New York 
 
 4 
 
 
 1 
 
 2 
 
 
 
 
 
 
 $25.00 a car was the usual charge, while in northern California mar- 
 kets the charge of 5 cents a box prevailed. But charges varied with 
 different accounts and different circumstances. 
 
 The usual brokerage charges in New York were $25.00 and $30.00 
 a car. There was, however, little uniformity as to methods or amount 
 of charges. (See table 67.) 
 
Bul. 501] 
 
 Marketing California Apples 
 
 95 
 
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96 
 
 University of California — Experiment Station 
 
 California brokers reported unanimously that they made collec- 
 tions. However, collections were not made under all circumstances. 
 Practically all New York brokers made collections and considered it 
 the usual procedure, except when draft was attached to bill of lading. 
 One broker guaranteed all collections. 
 
 TABLE 69 
 
 Financial Relations of Brokers and Distributors With Country Packers 
 
 and Shippers 
 
 
 Number reporting 
 
 
 Markets 
 
 Financing 
 shippers 
 
 Not 
 financing 
 shippers 
 
 Extent to which shippers were financed 
 
 
 8 
 5 
 3 
 4 
 
 12 
 6 
 6 
 3 
 
 Packing charges to $1.50 a box. 
 
 
 Packing charges to one-third of market price. 
 
 
 Packing charges to $1.00 a box. 
 
 
 "Very little" to "a large extent." 
 
 
 
 TABLE 70 
 Brokers' and Distributors' Relations With Chain Stores 
 
 
 Number reporting 
 
 Markets 
 
 Selling to 
 chain stores 
 
 Not selling to 
 chain stores 
 
 
 10 
 4 
 6 
 6 
 
 9 
 
 
 6 
 
 
 3 
 
 
 
 
 
 
 Most California brokers reported that their clients gave them 
 exclusive territory. Several reported that some of their clients gave 
 them exclusive territory, while others did not. Half of the New York 
 brokers reported that they did not have exclusive territory. (See 
 table 68.) 
 
 Southern California brokers acted largely as selling brokers, 
 while northern California brokers usually did both buying and sell- 
 ing. Most New York brokers are selling rather than buying brokers. 
 One reported buying to supply a large chain store. 
 
 Financial Relations With Packers and Shippers. — Several Cali- 
 fornia brokers and distributors reported that they financed shippers. 
 The majority reported that they did not (table 69). It was a more 
 common practice for distributors to finance shippers than for brokers 
 
Bul. 501] Marketing California Apples 97 
 
 to do so. One distributor stated that it was impossible to do business 
 unless they were in a position to finance shippers. While most New 
 York brokers financed shippers only a few stated that they practiced 
 it to any great extent. 
 
 The amount with which California brokers and distributors 
 financed shippers varied greatly. The usual reply was "packing 
 charges." The amount of financing done by New York brokers 
 varied from "very little" to "the limit." One broker reported 
 financing some of the larger pear growers of the Santa Clara Valley. 
 
 Relations With Chain Stores. — Southern California brokers re- 
 ported selling to chain stores to a larger extent than did northern 
 California brokers. Among distributors it was a common practice to 
 sell to chain stores. Some bfokers who did not at present sell to 
 chain stores anticipated doing business with them in the future. 
 
 All New York brokers sold to chain stores and one reported selling 
 in car lots to any buyer (table 70). 
 
 SHIPPERS' OPERATIONS AND PRACTICES 
 
 Twelve shippers in the Sebastopol area, twenty in the Watsonville 
 district, and five in other districts were interviewed in making this 
 survey. Since each district presented a wide variation in conditions 
 the data are presented by districts. 
 
 SEBASTOPOL DISTRICT 
 
 Number of Growers Served by Shippers. — The number of growers 
 for whom shippers packed varied greatly. One shipper packed only 
 the fruit grown in his own orchard, while the highest number that 
 any one shipper served was 450. The number of growers varied from 
 year to year according to the number of contracts that the shipper 
 made with the growers. As is shown in table 71, the average number 
 of growers — which means little — served by a shipper was approxi- 
 mately 100. 
 
 Packing and Selling Charges. — There was little uniformity in the 
 packing charges. Some shippers, particularly the cooperatives, 
 packed at cost, while independent shippers packed at a flat rate. For 
 packing alone, the charge varied from approximately 45 cents to 60 
 cents a box. However, these figures are not quite comparable because 
 in the case of the 45-cent charge an additional charge of 3 cents for 
 
98 
 
 University of California — Experiment Station 
 
 strapping the box was made in case the shipment was for export, 
 while the 60-cent charge included strapping. The usual charge for 
 packing was 55 cents a box. (See table 72.) 
 
 In most cases, the selling charge was separate from the packing 
 charge. Here too, there is a wide variation. Some shippers made a 
 
 TABLE 71 
 
 Number of Growers for Whom Shippers in the Sebastopol Area Packed 
 
 Apples in 1928 
 
 Shipper 
 No. 
 
 Number of 
 growers 
 
 Shipper 
 No. 
 
 Number of 
 growers 
 
 1 
 
 75 
 
 7 
 
 74 
 
 2 
 
 175 
 
 8 
 
 40 
 
 3 
 
 65 
 
 * 9 
 
 11 
 
 4 
 
 450 
 
 10 
 
 140 
 
 5 
 
 12 
 
 11 
 
 75 
 
 6 
 
 1 
 
 12 
 
 100 
 
 TABLE 72 
 Shippers' Charges Per Box for Handling Apples in the Sebastopol Area 
 
 in 1928 
 
 Shipper 
 No. 
 
 Packing 
 per box 
 
 Overhead 
 
 Selling 
 
 Others 
 
 Total 
 per box 
 
 1 
 
 $0 45* 
 
 
 $0 105 a box 
 
 $0 03 per box on ex- 
 port 
 
 
 2 
 
 
 $0 555 to SO. 585 
 0.675 
 
 3 
 
 0.475* 
 55 
 0.55 
 
 0.55 
 0.50* 
 60 
 050* 
 
 55 
 
 $0 02 per box 
 
 085 a box 
 
 
 56 
 
 4 
 
 Brokerage varies... 
 Brokerage varies... 
 
 10 a box . . 
 
 Loading varies 
 
 Inspection $5.00 per 
 
 Varies 
 
 5 
 
 
 Varies 
 
 6 
 
 
 65 
 
 7 
 
 
 
 
 Varies 
 
 8 
 
 
 
 
 Varies 
 
 9 
 
 
 
 Auction charges ad- 
 
 
 
 
 0.10 a box 
 
 Varies 
 
 10 
 
 
 065 
 
 11 
 
 
 
 
 0.65 
 
 12 
 
 55 
 
 
 
 
 
 
 
 
 
 
 *Packed at cost; figures given the calculation for 1928. 
 
 flat charge of 10 cents a box, while others sold on a commission basis, 
 charging 10 per cent on f .o.b. sales and 7 per cent on auction or deliv- 
 ered sales. Again, other shippers charged the grower the brokerage 
 fees which were charged against them. In case they use the auctions, 
 the auction charge was additional. 
 
 Other charges for packing and selling were included in some 
 instances, such as an overhead charge in the case of a cooperative, 
 loading costs, and inspection fees. 
 
Bul. 501] Marketing California Apples 99 
 
 The lack of uniformity in packing and selling charges makes it 
 difficult to arrive at a total packing and selling charge. This was 
 possible in only half of the cases. Even here it is doubtful if the 
 figures are exactly comparable because, in the case of cooperatives, 
 the total charge may vary from year to year in accordance with the 
 volume of business handled. However, the data furnished by the 
 shippers showed a variation of from 55% cents to 67% cents a box 
 for packing and selling, with the average charge about 63 cents a box, 
 and the usual charge 65 cents a box (table 72). 
 
 Contracts Between Shippers and Growers. — It was the general 
 practice for shippers to contract with growers to pack and sell their 
 crop (table 73). Only one shipper who packed for others did not 
 make contracts. 
 
 In the case of independent shippers contracts were made each year, 
 but in the case of cooperative shippers a continuous contract was 
 made which carried the privilege of withdrawal each year. How- 
 ever, a clause is contained in most contracts which continues the con- 
 tract in force for a longer period than one year in case the grower 
 is indebted to the shipper. (See fourth paragraph of contract, 
 page 100.) 
 
 The type of contract used by shippers in the Sebastopol district 
 is principally the consignment contract. One shipper who buys out- 
 right, as well as packing on consignment, makes a purchase contract. 
 In addition, one shipper inserted a clause in the consignment which 
 gave him the option of purchasing the fruit in excess of the estimated 
 quantity contracted by the grower on consignment. 
 
 The consignment contracts are very similar in their general nature. 
 The principal features of them are covered in the following example : 
 
 This Agreement, made at , California, this day 
 
 of , 19 , between John Jones, hereinafter called the 
 
 Grower, and Blank Fruit Company, hereinafter called the Shipper, Witnesseth: 
 
 "That for and in consideration of the sum of One Dollar ($1.00) in hand 
 paid by the shippers to the grower and other valuable considerations, the receipt 
 of which is hereby acknowledged, the Grower hereby places in the hands of the 
 shipper to market for the Grower's account, his entire crops of apples for the 
 season of 19 grown on the following described property in Sonoma County, 
 
 State of California, to wit: 
 
 It is agreed that this contract applies only to fruit of good merchantable 
 quality, suitable for eastern shipment. 
 
 The Shipper shall receive for its services in marketing said crops, the usual 
 commercial rates of loading and packing charges established by them, for said 
 
100 University of California— Experiment Station 
 
 season in the district in which the aforementioned lands are situated, also a com- 
 mission of ten per cent (10%) of the gross proceeds from the sale of said crops 
 upon f.o.b. sales, and seven per cent (7%) of the gross proceeds from the sale of 
 said crops upon delivered sales which grower hereby agrees to pay. Said fruit is 
 to be picked when mature and ready for market, and delivered by the Grower, at 
 his own expense to the nearest packing house of said shipper, and shippers are to 
 furnish the materials and do the packing and loading for which the grower has 
 hereinbefore agreed to pay. 
 
 If the Grower is indebted to the Shipper at any time during the continuance 
 of this agreement, the proceeds of said crop are hereby pledged to said shipper to 
 secure said indebtedness; and if said indebtedness is not fully paid before 
 
 December 1st, 19 , then this agreement is renewed for the next year's crop, and 
 
 the proceeds are pledged to said Shipper for any indebtedness then existing. 
 
 Verbal or other agreements between the Grower and agents of the Shipper, 
 contrary to the terms of this contract, are not authorized, and will not be recog- 
 nized by the Shipper, nor will the Shipper be bound by any written alterations or 
 changes of the printed form of this contract, it being expressly understood and 
 agreed that the shipper is engaged only in the business of handling fruit on 
 consignment. 
 
 By Shipper 
 
 Grower 
 
 Variations from this general type of contract were: 
 
 (1) A penalty clause was inserted by some shippers in case of 
 failure on the part of the grower to deliver his fruit to the shipper. 
 The penalty varied from 15 cents to 50 cents per packed box and in 
 one case was 5 per cent of the f.o.b. value of the product. 
 
 (2) In the case of cooperatives, definite charges were not men- 
 tioned, the charges for handling and packing being cost. 
 
 (3) Four of the contracts contained a clause which referred to 
 the method of sale, that is, whether or not the apples received by the 
 shipper should be pooled. Two contracts stated that the fruit shall 
 be pooled, one that the fruit may be pooled, and a fourth left it to the 
 discretion of the shipper. An example follows : 
 
 . . . . All apples handled by said shipper under this and simi- 
 lar agreements during said season shall be pooled and handled as if 
 coming from one lot ; provided, however, that each variety and grade 
 shall be handled and accounted for separately. ' ' 
 
 In reply to a question, ''When do you usually contract?" some 
 shippers stated that they began by making contracts for the next 
 season's operations in the fall, others in January, and some not until 
 spring, while several stated that they make contracts any time during 
 the year (table 73). The tendency is, however, to make more con- 
 tracts in the spring than at other times during the year. Most con- 
 
Bul. 501] 
 
 Marketing California Apples 
 
 101 
 
 tracts end around December 1, and in the case of the cooperative con- 
 tracts the withdrawal privilege is usually exercised during" December. 
 In reply to a question on the advantages and disadvantages of 
 contracting, the various shippers gave almost identical answers. Some 
 amplified their answers, but in the main they can be summed up in 
 the statement : Contracting assures the business and allows one to 
 plan his operations in advance of the shipping season. Materials 
 and supplies must be ordered and sales must be planned. None of 
 the shippers found contracting disadvantageous. 
 
 TABLE 73 
 
 Practices of Shippers With Keference to Contracts in the Sebastopol 
 
 Area 
 
 Shipper 
 No. 
 
 Are 
 
 contracts 
 
 made with 
 
 grower? 
 
 1 
 
 Yes 
 
 2 
 
 Yes 
 
 3 
 
 Yes 
 
 4 
 
 Yes 
 
 5 
 
 Yes 
 
 6 
 
 No 
 
 7 
 
 Yes 
 
 8 
 
 Yes 
 
 9 
 
 No 
 
 10 
 
 Yes 
 
 11 
 
 Yes 
 
 12 
 
 Yes 
 
 Are contracts made 
 every year? 
 
 Yes. 
 Yes. 
 
 Continuous with with 
 drawal privilege 
 
 Continuous with with 
 drawal privilege 
 
 Yes 
 
 No, packs only own. 
 
 Yes 
 
 Yes 
 
 No 
 
 Continuous with with- 
 drawal privilege 
 
 Yes 
 
 Yes 
 
 Kind of contract 
 
 Consignment 
 
 Consignment with right of 
 purchase of excess con- 
 tracted* 
 
 Consignment.. 
 Consignment.. 
 Consignment.. 
 
 Consignment and purchase 
 
 Consignment 
 
 None 
 
 Consignment .. 
 Consignment.. 
 Consignment. 
 
 Time of year 
 
 contract usually 
 
 made 
 
 Fall and early spring. 
 
 Fall and spring. 
 
 Fall and winter. 
 
 Any time, deadline 
 
 Junel. 
 Any time. 
 
 Winter. 
 Fall. 
 
 Spring, after apples set. 
 
 Spring. 
 
 Spring. 
 
 *"Should the quantity of fruit exceed said Grower's estimate as herein described, then and in that 
 event, said Distributor is given the option of purchasing any remaining portion of said crop at the prices 
 and upon conditions herein named." 
 
 Shippers' Practices in Financing Growers. — Financing of the 
 grower by the shipper, as shown in table 74, was quite limited in the 
 Sebastopol district. While four shippers reported that they made 
 cash advances to growers for production purposes, only two indicated 
 that they did so to a considerable extent. 
 
 Advances for production in the form of spray materials and fer- 
 tilizers were made by several shippers. These materials were charged 
 to the grower's account and deduction was made from the apple sales 
 account to cover these items. 
 
102 
 
 University of California — Experiment Station 
 
 Shippers reported that requests for finances on the part of grow- 
 ers varied from year to year in accordance with the success or failure 
 of other crops. This year, 1929, for instance, was a year in which the 
 cherry crop was profitable, hence those growers who produce a con- 
 siderable quantity of cherries were not in need of advances on their 
 apples. 
 
 For harvesting and marketing, however, it was a common practice 
 for shippers to make part payment to the grower as soon as the first 
 
 TABLE 74 
 Shippers' Practices in Financing Growers in the Sebastopol Area 
 
 
 Advances for production 
 
 Advances for harvesting 
 
 Advances for marketing 
 
 Shipper 
 
 
 
 
 
 
 
 
 Number 
 
 Extent 
 
 Number 
 
 Extent 
 
 Number 
 
 Extent 
 
 
 of growers 
 
 
 of growers 
 
 
 of growers 
 
 
 1 
 
 1 
 
 $2,000 
 
 10 
 
 25% of value of 
 
 
 
 
 
 
 
 crop 
 
 Some 
 
 
 2 
 
 150 
 
 Spray material 
 
 Most 
 
 Advance on ac- 
 count. 
 
 Most 
 
 Part payment on 
 delivery. 
 
 3 
 
 12 
 
 Varies; up to sever- 
 al thousand dol- 
 lars. 
 
 
 
 
 
 All 
 
 Part payment on 
 delivery. 
 
 4 
 
 335 
 
 Spray material and 
 fertilizer. 
 
 
 
 
 
 250 
 
 Part payment. 
 
 5 
 
 
 
 
 
 
 
 
 
 All 
 
 Part payment on 
 delivery 
 
 6 
 
 
 
 
 
 
 
 
 
 
 
 
 
 7 
 
 45 
 
 Several thousand 
 dollars. 
 
 
 
 
 
 60 
 
 Part payment on 
 delivery. 
 
 8 
 
 10 
 
 Spray material........ 
 
 
 
 
 
 
 
 
 
 9 
 
 
 
 
 
 
 
 
 
 5 
 
 Part payment on 
 delivery. 
 
 10 
 
 
 
 
 
 
 
 
 
 100 
 
 Part payment on 
 delivery. 
 
 11 
 
 10 
 
 
 
 Few 
 
 
 
 
 
 Few 
 
 20 
 
 Limited. 
 
 12 
 
 
 
 Part payment on 
 
 
 
 
 
 
 
 delivery 
 
 part of the crop was delivered to the shipper. Some reported that 
 they made advances for harvesting before delivery of the crop, but 
 the majority of the shippers did not make advances until a part of 
 the crop was delivered. 
 
 The amount of the advance made by shippers upon delivery of the 
 crop varied with market prices for apples. In years when prices are 
 high, the advance is greater than when prices are low. The advance 
 in 1928 was about 25 cents a box, while in 1929 it was as much as 
 $1 .25 a box. 
 
 It is of interest to note, however, that all of the growers did not 
 ask for an advance upon delivery of their crop. Some shippers 
 
Bul. 501] 
 
 Marketing California Apples 
 
 103 
 
 reported that not more than 20 per cent of the growers requested 
 advances. A total of the replies of all shippers show approximately 
 half of the growers receiving advances. (See table 74.) 
 
 Methods of Sale. — Table 75 indicates that the methods of sale 
 employed by the Sebastopol shippers varied from shipper to shipper. 
 In many cases sales methods varied from year to year with the indi- 
 vidual shipper. The bulk of the deal was, however, handled by wire 
 through brokers or through sales agencies. Some of the shippers were 
 affiliated with sales agencies and reported all their sales through 
 these agencies, some excepting their export business. 
 
 TABLE 75 
 Sales Methods Employed by Sebastopol Shippers 
 
 Shipper 
 
 No. 
 
 To cash buyers 
 locally 
 
 By wire 
 through 
 brokers 
 
 Through 
 
 sales 
 agencies 
 
 Consignment on 
 commission 
 
 New York auctions 
 
 1 
 
 Per cent 
 
 Per cent 
 95... 
 
 Per cent 
 
 
 
 2 
 
 
 20 to 65 
 
 100 
 
 Few at the end of sea- 
 son 
 
 
 3 
 
 
 Yes. 
 
 About 3 per cent sold by 
 
 4 
 
 lto 10 
 
 10 to 50 
 
 90 to 100 .... 
 
 Only parts of cars 
 
 the sales agency. 
 
 5 
 
 
 
 50 to 90 per cent. 
 
 6 
 
 Little 
 
 40 
 
 95 to 100 ... 
 
 
 
 
 7 
 
 20 . 
 
 20 
 
 
 
 8 
 
 60 to 80 
 
 
 40 
 
 
 
 9 
 
 100 
 
 
 
 10 
 
 
 
 100. 
 
 90 to 95 
 
 75 to 95 
 
 
 11 
 12 
 
 Some C grade.. 
 
 5 to 25 
 
 
 
 
 
 Approximately half of the shippers reported selling a part of 
 their pack to cash buyers locally. One shipper reported selling all of 
 his pack in this manner. Likewise, half of them reported that they 
 sold a part of their pack on the New York auctions. One sold the 
 bulk of his pack through the auctions. However, most of the ship- 
 pers reported that their sales through the auctions represented only 
 a small proportion of their total output. 
 
 Consignment on a commission basis was seldom practiced by Sebas- 
 topol shippers. A few reported selling small lots on consignment at 
 the end of the season. 
 
 Brands Used by Shippers. — A great variety of brands was used 
 in the Sebastopol district. Each shipper had a brand of his own and 
 several had two or more brands for the same grade and quality of 
 fruit. It was the general practice to put some sort of label on the 
 
104 University of California — Experiment Station 
 
 packed box even though the grade and quality of fruit was not 
 'Fancy.' In some cases a * stock-label,' which merely carries a pic- 
 ture of apples without a brand name or without the name of the 
 shipper, was put on the box. 
 
 The reason given for the use of more than one brand for the same 
 quality of fruit was that competing wholesalers in the same market 
 want different labels, in order that each might have exclusive control 
 of a certain brand in his market. The wholesaler is not then con- 
 fronted with the statement by prospective purchasers, ' ' I can get the 
 same quality with the same brand cheaper from a competitor. ' ' 
 
 Among the brands reported were the following: 
 
 "Hey Look"; "Moon Valley" ; "Garbro"; "Sonoco"; "Union"; 
 "U. S."; "R"; "4U"; "We"; "Mt. Fitch"; "Guallala"; "Gey- 
 ser"; "Jackie Boy"; "Everyday"; "Sgobel and Day"; and "Valley 
 of the Moon." 
 
 Reasons Given by Buyers for Not Purchasing California Graven- 
 steins. — Shippers were asked what reasons were given by buyers for 
 not purchasing when a sale was under consideration and the sale was 
 not made. Price was given as the reason by three-fourths of the ship- 
 pers. In addition, competition of local fruit was said to be a reason 
 by half the shippers. To illustrate : if the Arkansas apple crop was 
 early, the Sebastopol shippers lost the Kansas City market, The 
 latter reason, however, also resolves itself into a matter of price. 
 
 Two shippers reported that buyers objected to bitter-pit in Grav- 
 ensteins, particularly on early shipments. One stated that buyers 
 wanted a different variety. 
 
 Sebastopol Shippers' Experiences in Storing Gravensteins. — One- 
 half of the shippers reported that they had stored Gravensteins (table 
 76). From 2 to 5 weeks was the length of the storage period. Most 
 shippers preferred to hold them not longer than 3 weeks. The quan- 
 tity stored ranged from 7 to 75 carloads. 
 
 The competition met by Gravensteins when coming out of storage 
 was mainly Northwest Jonathans. Most shippers preferred to move 
 the stored Gravensteins before this competition became serious. 
 
 As a whole the carrying quality after the Gravensteins came out 
 of storage was reported as satisfactory. However, most shippers 
 reported that this varied with the condition in which the apples went 
 into storage. If put in too green, bitter-pit developed in storage, and 
 if put in too ripe they did not carry well. 
 
 Cooperation Among Sebastopol Apple Growers and Shippers. — 
 Several cooperative endeavors have been undertaken by apple growers 
 
Bul. 501] 
 
 Marketing California Apples 
 
 105 
 
 and shippers in the Sebastopol district. In 1911, the Sebastopol 
 Apple Growers Union was organized. It grew in favor among the 
 growers until approximately 85 per cent of the crop grown in that 
 area was handled by this organization. 
 
 However, by 1922 conditions within the Sebastopol apple indus- 
 try had changed in many respects. The apple producing section had 
 spread in Sonoma County and into Napa County. At the same time 
 total production of Gravensteins had increased remarkably. Where 
 
 TABLE 76 
 Sebastopol Shippers' Experiences in Storing Gravensteins 
 
 Shipper 
 
 No. 
 
 Quantity- 
 stored 
 
 Length of 
 storage period 
 
 Competition met 
 after storage 
 
 Carrying quality 
 after storage 
 
 1 
 
 Carloads 
 
 
 Up to 75 
 
 22 
 30 to 50 
 
 
 
 7 
 
 
 
 
 
 
 
 36 
 
 
 20 
 
 
 
 
 2 
 3 
 
 Up to 4 weeks 
 
 10 to 20 days 
 
 Little. N. W. Jonathans... 
 
 O. K. when put in storage 
 
 firm, not mealy. 
 Very good. 
 
 4 
 
 2 to 3 weeks 
 
 N. W. Jonathans, Winter 
 Bananas 
 
 
 O.K. Some bitter-pit. 
 
 5 
 
 
 6 
 
 30 days 
 
 None. If left too long N. W. 
 
 
 
 A hazard— bitter-pit develops 
 
 7 
 
 
 8 
 
 
 
 
 9 
 
 
 
 
 10 
 
 
 
 Some bitter-pit on first that 
 went in. Others O. K. 
 
 11 
 
 
 
 12 
 
 
 
 Those stored ripe O. K. 
 
 
 
 
 approximately 47,000 boxes were produced in 1912 and 1913, more 
 than 1,000,000 boxes were produced in 1923. Again, increased com- 
 petition of apples from other early sections was experienced. Added 
 to this was the factor of improved cold-storage methods which per- 
 mitted the carrying of stored apples from the Pacific Northwest much 
 longer. 
 
 As a result of the unsatisfactory situation a committee of apple 
 growers, bankers, and merchants was appointed in the fall of 1923 
 to study the marketing plans of various cooperative apple associations. 
 This committee submitted a majority and minority report. The 
 majority report recommended that the Apple Growers Union affiliate 
 with a national cooperative sales agency. The minority report was in 
 opposition to this recommendation. A vote of the stockholders of the 
 Apple Growers Union on this proposal favored the minority report. 
 
106 University of California — Experiment Station 
 
 A large number of those who favored the majority report withdrew 
 from the Apple Growers Union and formed the nucleus of a new 
 organization, the Gravenstein Apple Growers Cooperative Associa- 
 tion of Sonoma County. This association was a non-stock cooperative 
 with voting privileges equal, as contrasted to the Apple Growers 
 Union, which was organized on a capital stock basis with voting privi- 
 leges on a stock-share basis. 
 
 By 1926, a third cooperative had entered the field and at the same 
 time there were 15 private shippers in business. 
 
 The year 1926 was one of heavy production both in the Graven- 
 stein area and in the United States as a whole. In fact, it was a year 
 of record production in the Gravenstein district and one of the larg- 
 est total United States crops. 33 Several groups of growers in different 
 communities selected committees to study the situation. The move- 
 ment to appoint committees continued until there were 16 committees 
 including 48 growers. These met to discuss their problems and de- 
 cided to form a new organization which would occupy a dominant 
 position in the Gravenstein deal. A committee of five was selected 
 from the group of 48 committemen and these at once set to work to 
 form a suitable organization. It soon became evident that if as much 
 as 90 per cent of the industry was to be included (the figure named 
 by one group as necessary before it would join) it would be necessary 
 to include the independent as well as the cooperative shippers. The 
 committee therefore proposed a growers' cooperative organization to 
 be known as the California Gravenstein Apple Growers, more com- 
 monly spoken of as 'Central.' It was to act primarily as a clearing 
 house. Its objects were to (1) secure orderly and adequate distribu- 
 tion, (2) encourage f.o.b. sales, (3) provide grower minimum-price 
 control, (4) build up new markets and (5) eliminate undue competi- 
 tion among shippers. Growers and shippers contracted with the 
 organization for a period of 15 years. The affairs of the association 
 were managed by a board of directors known as 'Central.' During 
 the shipping season a Clearing House Board composed of shippers 
 and an equal number of representatives appointed by the 'Central' 
 endeavored to accomplish the purposes outlined by the organization. 
 The set-up is shown in figure 10. 
 
 The clearing house organization operated for two years. The 1927 
 crop, a small one, was handled to the general satisfaction of the grow- 
 ers. However, the 1928 crop, a large one, presented many difficulties. 
 
 33 Eauchenstein, Emil. Factors affecting the price of Gravenstein apples 
 at Sebastopol. Hilgardia. 3:326. 1928. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 107 
 
 An opening minimum price was named which proved to be out of line 
 with market conditions. Shipments were rolled unsold and quota- 
 tions were lowered in spite of attempts to keep them firm. The result 
 was misunderstanding, lack of confidence among shippers, and an 
 attempt on the part of each shipper to shift the responsibility for 
 failure to realize prices that were fixed as minimum. Several shippers 
 admitted that the opening price was too high but stated they dared 
 not recommend a lower price for fear that such a recommendation 
 might injure their standing with the growers. 
 
 SET-UP OF THE CALIFORNIA GRAVENSTEIN APPLE GROWERS 
 
 ASSOCIATION 
 
 Clearinqhouse Board 
 1 T-"T 
 
 — - Growers 
 
 -*— Shippers 
 
 Fig. 10. — This association represents an attempt to combine cooperative 
 and private shipping units into a single organization. 
 
 The experience of the 1928 season induced the California Graven- 
 stein Apple Growers Association to appoint a committee to study the 
 situation and recommend a plan of action. This committee requested 
 the Giannini Foundation of Agricultural Economics of the University 
 of California to make the study reported in this bulletin. The com- 
 mittee after studying a preliminary report of this survey recom- 
 mended that the two leading cooperatives form one cooperative asso- 
 ciation and purchase such facilities from independent packers as 
 would be needed to adequately handle the volume. The committee's 
 report was accepted and approved at the annual meeting of the Cali- 
 fornia Gravenstein Growers but was not accepted by either of the 
 cooperatives involved. 
 
108 
 
 University of California — Experiment Station 
 
 WATSONVILLE DISTEICT 
 
 Number of Growers Served by Shippers. — Watsonville shippers 
 operated on a distinctly different basis from Sebastopol shippers. 
 Most of the Watsonville shippers packed only the fruit grown in 
 their own orchards and that which they purchased from other growers 
 (table 77). Only seven of the twenty shippers interviewed reported 
 the number of growers whom they ordinarily served. The range 
 was from 10 to 75 growers. Of these seven only four stated that they 
 handled apples on consignment. Two of these operated on a strictly 
 consignment basis and the other two purchased apples as well as 
 operating' on consignment. 
 
 TABLE 77 
 
 Number of Growers for Whom Shippers in the Watsonville Area Packed 
 
 Apples 
 
 Shipper No. 
 
 Number of growers 
 
 Shipper No. 
 
 Number of growers 
 
 1 
 
 Own and apples bought. 
 
 11 
 
 10 
 
 2 
 
 50 
 
 12 
 
 Own apples 
 
 3 
 
 Own and apples bought. 
 
 13 
 
 Own and apples bought. 
 
 4 
 
 35 
 
 14 
 
 Own. 
 
 5 
 
 31 
 
 15 
 
 Own. 
 
 6 
 
 Own and apples bought. 
 
 16 
 
 Own and apples bought. 
 
 7 
 
 15 
 
 17 
 
 Own and apples bought. 
 
 8 
 
 75 
 
 18 
 
 50 
 
 9 
 
 Own and apples bought. 
 
 19 
 
 Own and apples bought. 
 
 10 
 
 Own and apples bought, 
 
 20 
 
 Own and apples bought. 
 
 Packing and Selling Charges. — Most shippers in the Watsonville 
 district could only estimate the packing and selling charges, owing 
 to a lack of records on this phase of their business. Estimates on the 
 cost of packing ranged from 40 cents to 55 cents a box, 45 and 50 cents, 
 a box being most frequent. Several shippers reported that they 
 could not even make an estimate because they did not attempt to 
 separate packing costs from other costs. They stated that they began 
 their season's operations with a certain sum of money and ended with 
 another sum and merely figured their total profit or loss. 
 
 Among the shippers who handled apples on a consignment basis 
 there was little uniformity in the packing and selling charges. One 
 of these stated that the charges were on the basis of cost which ranged 
 between 50 and 55 cents per box for packing and selling, and 25 to 
 30 cents a box for handling loose apples. Another gave the charges 
 
Bul. 501] Marketing California Apples 109 
 
 as follows: 5 cents per loose box for sorting; for packing, including 
 boxes, 31 cents a box if the stock was unwrapped, and 35 cents if the 
 stock was wrapped. For stock packed for export an additional 5 
 cents a box was charged. For selling, a charge of 10 per cent of the 
 gross sale price was made. A third shipper reported his charges as 
 cost for sorting and packing plus 5 cents a box for packed apples and 
 $2.50 a ton for lcose apples to cover overhead expenses. A selling 
 charge of $25.00 a car was made in addition to the handling charge 
 for handling packed apples and $1.00 a ton was charged for selling 
 loose apples. A fourth reported a charge of 50 cents a box for sorting 
 and packing and a 7 per cent commission for selling when sales were 
 made on a delivered basis and 10 per cent when made on an f.o.b. 
 basis. 
 
 Contracts Between Shippers and Growers. — As shown in table 78, 
 the usual type of contract made with growers in the Watsonville area 
 was the purchase contract. Only four of the twenty shippers inter- 
 viewed made consignment contracts. Two of these shippers were 
 cooperatives in which membership constituted a contract unless the 
 grower indicated that he would not deliver his fruit to the association. 
 
 Most shippers reported that they made contracts with the grower 
 every year. However, some shippers stated that they made contracts 
 for a period ranging from four to eight years. 
 
 There was little uniformity in the purchase contracts owing to 
 the fact that each contract covered a different situation. In some 
 cases the shipper leased the orchard for one year or a period of years. 
 In other instances he bought the crop at harvest time, picking and 
 packing as he saw fit. Again, some shippers contracted at a specified 
 sum per box for one year or a period of years, the grower to pick and 
 deliver the fruit to the packer's shed. Consequently, each contract 
 contained distinctive features. 
 
 The consignment contracts were in the main similar to those used 
 in the Sebastopol area, (See pages 99-100.) Provisions were made 
 for the deduction of handling and selling charges. Likewise, a clause 
 stating that the shipper "shall have the right to pool all or any of 
 the grower's apples with those of other growers, such pool to be made 
 on the basis of variety and grade" was usually contained in the 
 contract. 
 
 Spring and summer were reported as the time of the year when 
 contracting was heaviest (table 78), yet about half of the shippers 
 reported that they made contracts any time during the year. In view 
 of the fact that it is a common practice for shippers to purchase the 
 crop on the trees, early summer is a period of heavy contracting. 
 
no 
 
 University of California — Experiment Station 
 
 Watsonville shippers' reports on the advantages and disadvan- 
 tages of contracting were similar to those of Sebastopol shippers. The 
 fact, however, that most contracts were purchase contracts rather than 
 consignment contracts, caused Watsonville shippers to discuss con- 
 tracting from a slightly different angle. The majority, after stating 
 the advantages of contracting, discussed the relative merits of pur- 
 chase contracts versus consignment contracts. It was generally stated 
 
 TABLE 78 
 
 Practices of Shippers With Reference to Contracts With Growers in the 
 
 Watsonville Area 
 
 Shipper 
 No. 
 
 Are 
 
 contracts 
 made with 
 growers? 
 
 Are contracts made 
 every year? 
 
 Kind of contract 
 
 Time of year contract 
 usually made 
 
 1 
 
 Yes ... . 
 
 Yes 
 
 No. 
 
 Purchase 
 
 Purchase 
 
 None 
 
 Consignment 
 
 Consignment 
 
 Purchase 
 
 Consignment and purchase 
 Purchase and consignment 
 
 Purchase 
 
 Purchase 
 
 Purchase 
 
 
 2 
 3 
 4 
 
 5 
 
 Yes 
 
 No 
 
 Yes 
 
 Yes 
 
 July- August. 
 
 No 
 
 Continuous with with- 
 drawal privilege 
 
 Continuous with with- 
 drawal privilege. 
 
 Yes 
 
 Yes 
 
 Yes 
 
 Summer. 
 
 6 
 
 7 
 
 Yes 
 
 Yes 
 
 deadline. 
 Harvest. 
 April to harvest. 
 
 8 
 
 Yes 
 
 
 9 
 
 10 
 11 
 
 Yes 
 
 Yes 
 
 Yes 
 
 No 
 
 Yes 
 
 Yes 
 
 Yes 
 
 Yes 
 
 Yes 
 
 Yes 
 
 Any time. 
 Any time. 
 
 12 
 
 No 
 
 Yes 
 
 
 13 
 
 Purchase 
 
 Purchase 
 
 Purchase 
 
 
 14 
 
 Yes.... 
 
 
 15 
 
 Yes 
 
 Yes 
 
 Yes 
 
 Spring and summer. 
 
 16 
 
 Yes... . 
 
 
 17 
 
 Yes 
 
 Purchase 
 
 Purchase 
 
 Purchase 
 
 Purchase 
 
 
 18 
 
 Yes 
 
 Yes 
 
 
 19 
 
 Yes 
 
 Yes 
 
 
 20 
 
 Yes 
 
 
 
 
 
 
 that the purchase contract was preferable because a definite price was 
 named. It was said that the consignment contract never satisfied the 
 grower because no matter what price was paid, the grower always 
 felt that he should have received a higher price. 
 
 The Watsonville situation between growers and shippers is a 
 highly speculative one. The shipper aims to purchase from the grower 
 at as low a price as possible and the grower aims to sell for as high a 
 price as possible. Contracts made early in the season before definite 
 information on the local crop and the total United States crop is 
 available, are necessarily highly speculative. On the other hand, 
 contracts made late in the season when prospective supplies are more 
 
Bul. 501] 
 
 Marketing California Apples 
 
 111 
 
 accurately known are less hazardous. The late contract is likely to 
 result in a lower price to the grower in years of heavy production 
 and a higher price in years of light production. 
 
 Shippers' Practices in Financing Growers. — Direct financing of 
 growers for production purposes was limited in the Watsonville dis- 
 trict (table 79). However, most shippers financed growers indirectly 
 
 TABLE 79 
 
 Shippers ' Practices in Financing Growers in the Watsonville Area 
 
 
 Advances for production 
 
 Advances for harvesting 
 
 Advances for marketing 
 
 Shipper 
 
 Number of 
 
 Extent 
 
 Number of 
 
 Extent 
 
 Number of 
 
 Extent 
 
 No. 
 
 growers 
 
 
 growers 
 
 
 growers 
 
 
 
 1 
 
 2 
 
 3 
 
 4 
 
 5 
 
 6 
 
 1 
 
 0* 
 
 
 
 
 
 
 
 
 
 
 
 2 
 
 
 
 
 
 50 per cent 
 
 Picking charges 
 
 
 
 
 
 3 
 
 
 
 
 
 
 
 
 
 
 
 
 
 4 
 
 
 
 
 
 All 
 
 10 cents a box 
 
 
 
 
 
 5 
 
 All 
 
 Spray material 
 
 All 
 
 10-20 cents a box 
 
 
 
 
 
 6 
 
 
 
 
 
 
 
 
 
 
 
 
 
 7 
 
 15 
 
 20 per cent of 
 value of crop 
 
 t 
 
 t 
 
 t 
 
 I 
 
 8 
 
 Some 
 
 Spray material 
 
 Most 
 
 10-20 cents a box 
 
 
 
 
 
 9 
 
 
 
 
 
 
 
 
 
 
 
 
 
 10 
 
 
 
 
 
 
 
 
 
 
 
 
 
 11 
 
 
 
 
 
 
 
 
 
 
 
 
 
 12 
 
 
 
 
 
 
 
 
 
 
 
 
 
 13 
 
 
 
 
 
 
 
 
 
 
 
 
 
 14 
 
 
 
 
 
 
 
 
 
 
 
 
 
 15 
 
 
 
 
 
 
 
 
 
 
 
 
 
 16 
 
 
 
 
 
 
 
 
 
 
 
 
 
 17 
 
 
 
 
 
 
 
 
 
 
 
 
 
 18 
 
 
 
 
 
 
 
 
 
 
 
 
 
 19 
 
 50 
 
 $25,000 total 
 
 t 
 
 t 
 
 t 
 
 t 
 
 20 
 
 
 
 
 
 
 
 
 
 
 
 
 
 *Shippers who reported that they did not finance growers stated that their pruchase contracts called 
 for part payment at the time that contracts were signed. This payment was approximately one-third 
 of the purchase price. 
 
 flncluded in Col. 1. 
 
 ^Included in Col. 2. 
 
 through their contract. To illustrate : if an orchard were purchased 
 for $3,000, a third or $1,000 was paid to the grower in the spring 
 when the contract was executed, a third on October 20, and a third 
 on November 20. Those shippers who made purchase contracts re- 
 ported this procedure as a common practice. Hence growers obtain 
 a considerable portion of their capital for production purposes from 
 shippers. 
 
 Shippers who operated on a consignment basis reported financing 
 practices very similar to those of the Sebastopol shippers. Advances 
 
112 
 
 University of California — Experiment Station 
 
 were made in the form of spray materials and in some cases cash for 
 production, and a cash advance was usually made to cover picking 
 expenses. 
 
 Methods of Sale. — Watsonville shippers as a whole reported sell- 
 ing- principally through brokers and to cash buyers locally (table 80). 
 Approximately 80 per cent was sold through brokers and 20 per cent 
 sold to cash buyers. The method of sale varied from year to year and 
 
 TABLE 80 
 Sai.es Methods Employed by Watsonville Shippers 
 
 Shipper 
 
 To cash 
 buyers 
 locally 
 
 By wire 
 through 
 brokers 
 
 Through 
 
 sales 
 agencies 
 
 Consignment 
 
 on 
 commission 
 
 New York 
 auctions 
 
 
 Per cent 
 
 Per cent 
 
 Per cent 
 
 Per cent 
 
 Per cent 
 
 1 
 
 25 
 
 75 
 
 
 
 Only when forced 
 to 
 
 
 
 2 
 
 15-20 
 
 80-85 
 
 
 
 
 
 
 3 
 
 20 
 
 80 
 
 
 
 Some 
 
 
 
 4 
 
 15-20 
 
 80-85 
 
 
 
 
 
 
 
 5 
 
 50 
 
 45 
 
 
 
 5 
 
 
 
 6 
 
 15 
 
 80 
 
 
 
 
 
 5 
 
 7 
 
 40 
 
 25 
 
 
 
 35 
 
 
 
 8 
 
 
 
 
 
 100 
 
 
 
 
 
 9 
 
 5 
 
 95 
 
 
 
 
 
 Little 
 
 10 
 
 10 
 
 80 
 
 
 
 10 
 
 
 
 11 
 
 20 
 
 50 
 
 10 
 
 10 
 
 Some 
 
 12 
 
 5-10 
 
 90 
 
 
 
 
 
 
 
 13 
 
 10 
 
 90 
 
 
 
 Some 
 
 
 
 14 
 
 15 
 
 80 
 
 
 
 5 
 
 
 
 15 
 
 
 
 100 
 
 
 
 
 
 
 
 16 
 
 80 
 
 20 
 
 
 
 5 
 
 
 
 17 
 
 
 
 
 
 
 
 
 
 
 
 18 
 
 15 
 
 75 
 
 
 
 10 
 
 
 
 19 
 
 95 
 
 5 
 
 
 
 
 
 
 
 20 
 
 30 
 
 70 
 
 
 
 
 
 
 
 from shipper to shipper. One shipper reported selling as much as 95 
 per cent of his pack ' ' on track. ' ' 
 
 Consignment was in little favor among Watsonville shippers. 
 They reported selling in this manner only as a last resort. 
 
 The New York auctions were little used, only three shippers re- 
 porting that they had ever sold this way. 
 
 Brands Used by Shippers. — As was the case in the Sebastopol 
 area, a large number of brands were used by the Watsonville ship- 
 pers. Some shippers had more than one brand for the same grade 
 of fruit. Reasons given for the use of more than one brand were 
 similar to those given by Sebastopol shippers. (See page 104.) 
 
Bul. 501] Marketing California Apples 113 
 
 Among the brands reported were the following: "Premium," 
 "L.G.B.," "Applesauce," "M.F.T.," "R-Best," "Quality Seal," 
 "Red Crown," "Medal," "Black Cat," "Sterling L," "Swastika," 
 "Green Cleat," "Clipper," "IXL," "Nightingale," "Bear," Gold- 
 enrule," "Mission Bell," "Bon Ton," "Progresso," "Lion," "Bar- 
 ney," "Peacock," "Diving Girl," "Spotlight," "Truth," "Sun- 
 kist," "Square Deal," "Economy," "Great West," "M.M.B. Best," 
 ' ' Clover, " " Orchard, " " Wall Street, " " Pride, " " Pennant, " " Uncle 
 Abe," "Aptos," and "Golden Gate." 
 
 Reasons Given for Not Purchasing California Newtowns and Bell- 
 flowers. — "Price" was reported by shippers as the principal reason 
 given by buyers for not purchasing when a sale was under considera- 
 tion but was not made. Other reasons were: "fruit too yellow and 
 too ripe," "fruit dirty," "poorly packed," "appearance," "other 
 trade connections," "Northwest competition," "color," "home- 
 grown supplies," "quality," "immaturity," and "market con- 
 ditions. ' ' 
 
 Most shippers stated that the new apple grading law which re- 
 quired that dirty apples be washed would eliminate many of the 
 objections offered against Watsonville apples. 
 
 Watsonville Shippers' Storage Operations. — Most of the Watson- 
 ville shippers engaged in storage operations rather extensively. All 
 but one of the twenty interviewed stored Newtowns and twelve of the 
 twenty stored Bellflowers. The quantity stored varied from 10 to 75 
 cars of Newtowns and from 2 to 40 cars of Bellflowers. (See table 81.) 
 
 As a whole shippers reported storage operations as profitable. 
 Some stated, however, that storage was not profitable every year. The 
 immediate reason for storing was stated to be that supplies were too 
 heavy at harvest time to move at satisfactory prices. Furthermore, 
 it was reported that wholesalers had forced shippers to store in recent 
 years by a policy of buying for immediate requirements rather than 
 purchasing supplies in the fall and storing on their own account. This 
 factor was responsible for the construction of two cooperative cold 
 storage houses in the Watsonville district. 
 
 It was the general practice of Watsonville shippers to hold Bell- 
 flowers until February and Newtowns until June. Some held for a 
 longer period but the majority preferred to sell before that time. 
 
 Cooperation Among Watsonville Shippers. — In 1929, nineteen 
 apple growers and shippers held membership in the Watsonville 
 Apple Growers and Packers Association. This organization had as 
 its principal purpose "to determine prices and establish terms of 
 
114 
 
 University of California — Experiment Station 
 
 ml 
 
 % is 
 
 m o 
 
 q3 
 
 
 
 [S g 
 
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 §3 
 £2 
 
 03 W> 
 S T3 
 
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 3 03 ^ u 5 > 
 
 >H ^ >H 
 
 fi CI 
 
 t5 -3 
 
 >H ^ 
 
 CI « 
 
 o 2 
 
 03 T3 
 
 co^OOlZiM^&PHO^ 
 
 t^ .-H O t^ O 
 
 .ft -ft 
 
 .ft XI XI 
 
 O 0) 1) 
 f*l fe U* 
 
 _ 0) 0) 0) » 
 
 i'^gflflg'aflflflci 
 
 3^ 3 3h 3 S 3 3 3 
 
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 « « ft § 
 
 
 81 
 
 
 ft H +o 
 
 g 9 
 
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 £ >* £ >* 
 
 O5o5o5a5o5o5d5a5o5d5o5od5a5o5o5 
 
 —t(MeO"<*<»0<©r^OOC»0^<MCO"'*<>0 
 
 55 I* ^ Ph 
 
Bul. 501] Marketing California Apples 115 
 
 sale and/or otherwise to dispose of the apples controlled by the asso- 
 ciation and to enter into agreements with brokers, distributors and/or 
 others for the harvesting, sorting, grading, storing, evaporating, can- 
 ning and/or otherwise preparing the same and/or any by-product 
 thereof for marketing and for the sale, marketing and/or consign- 
 ment thereof." 34 
 
 The association acts primarily as a sales agency for the members. 
 Each member has the privilege of making sales outside of the asso- 
 ciation but these must be approved by the organization. The secre- 
 tary makes billings, collections, and routings. A fee of one cent a box 
 is charged on all sales to defray the expenses of the association. Each 
 sale is made on a separate basis. If an order for 10 cars is under 
 consideration, members of the organization agree to fill the order. 
 Upon completion of this transaction the shippers receive the returns 
 netted on this order. No attempt is made to pool sales for the season. 
 
 In the fall of 1929, it was estimated by Mr. E. J. Faul, Secre- 
 tary of the Association, that the organization controlled 40 per 
 cent of the output of the Watsonville district. Members of the asso- 
 ciation felt that they had accomplished several things through their 
 organization, namely (1) the establishment of more uniform price 
 quotations, (2) the elimination of objectionable trade practices, (3) 
 concerted action on matters of mutual interest to shippers, and (4) 
 somewhat better distribution of the crop. It was stated, however, by 
 members and non-members that control of a larger portion of the crop 
 would be necessary before the association could function to best 
 advantage in distributing it. 
 
 Watsonville shippers cooperate to a considerable extent in their 
 storage operations. Two cold storage houses are operated on this 
 basis. One of the houses has been in operation for ten years, and the 
 other is beginning its second season. These report that they have 
 stored for members at from one-half to one-third of commercial 
 storage rates. Several shippers who are members of the Watsonville 
 Apple Growers and Packers Association are members of the coopera- 
 tive cold storage association. 
 
 34 Section 5, Article III. By-Laws of the Watsonville Apple Growers and 
 Packers Association. 
 
116 
 
 University of California — Experiment Station 
 
 APPLE DISTRICTS OTHER THAN SEBASTOPOL AND WATSONVILLE 
 
 There were so few shippers outside of the Sebastopol and Watson- 
 ville districts that it is impossible to make general statements regard- 
 ing their operations and practices. 
 
 Shippers in the Beaumont, Yucaipa, and Sonora districts were 
 interviewed. Since conditions varied widely in these sections it was 
 
 TABLE 82 
 
 Number of Growers for Whom Shippers Packed Apples in the Beaumont, 
 Yucaipa, and Sonoma Districts 
 
 Shipper No. 
 
 Number of growers 
 
 Location 
 
 1 
 2 
 3 
 4 
 5 
 
 200 
 40 
 
 2 
 12 
 
 1 
 
 Beaumont. 
 
 Yucaipa. 
 
 Sonora. 
 
 Sonora. 
 
 Sonora. 
 
 TABLE 83 
 
 Shippers' Charges Per Box for Handling Apples in the Beaumont, 
 Yucaipa, and Sonora Districts 
 
 Shipper No. 
 
 Packing 
 
 Overhead 
 
 Selling 
 
 Other charges 
 
 Material, sorting, grading, and 
 
 washing 
 
 $0 10 for sorting 
 
 Total 
 
 1 
 
 $0.07* 
 
 40 
 0.55 
 
 
 10-15 per cent 
 
 
 2 
 
 
 
 3 
 
 
 $0.10 
 
 
 $0.65 
 
 4 
 
 
 
 59 
 
 5 
 
 42 
 
 
 
 
 
 
 
 
 
 
 "A charge for merely wrapping and packing the apples. 
 
 TABLE 84 
 
 Practices of Shippers With Eeference to Contracts in the Beaumont, 
 Yucaipa, and Sonora Districts 
 
 Shipper 
 No. 
 
 Are 
 
 contracts 
 
 made with 
 
 grower? 
 
 Are contracts made 
 every vear? 
 
 Kind of contract 
 
 Time of year contract 
 is usually made 
 
 1 
 
 Sometimes 
 
 Vos 
 
 No 
 
 Consignment purchase 
 
 Consignment 
 
 
 2 
 
 Yes 
 
 August. 
 
 3 
 
 No 
 
 No 
 
 4 
 
 Yea 
 
 No 
 
 
 
 5 
 
 No 
 
 No 
 
 
 
 
 
 
 
 
Bul. 501] 
 
 Marketing California Apples 
 
 117 
 
 TABLE 85 
 
 Shippers ' Practices in Financing Growers in the Beaumont, Yucaipa, and 
 
 Sonora Districts 
 
 Shipper 
 
 Advances for production 
 
 Advances for harvesting 
 
 Advances for 
 marketing 
 
 No. 
 
 Number of 
 growers 
 
 Extent 
 
 Number of 
 growers 
 
 Extent 
 
 Number of 
 growers 
 
 1 
 
 All 
 
 Spray material boxes... 
 
 All 
 
 
 All. 
 
 2 
 
 50 per cent.... 
 None 
 
 Picking 
 
 Few. 
 
 3 
 
 None 
 
 
 None. 
 
 4 
 
 
 
 None 
 
 None 
 
 
 None. 
 
 5 
 
 
 
 
 None. 
 
 
 
 
 
 
 
 TABLE 86 
 Shippers ' Sales Methods in the Beaumont, Yucaipa, and Sonora Districts 
 
 Shipper 
 No. 
 
 To cash buyers 
 locally 
 
 By wire 
 through 
 brokers 
 
 Through 
 
 sales 
 agencies 
 
 Consignment on 
 commission 
 
 New York 
 auctions 
 
 1 
 
 
 
 
 
 
 Mostly 
 
 
 
 
 
 
 
 Some 
 
 
 
 
 2 
 
 
 
 
 
 3 
 
 
 20-25 per cent 
 
 
 
 4 
 5 
 
 Some 
 
 Some years 
 
 When prices low 
 
 
 
 
 
 
 
 TABLE 87 
 
 Shippers ' Experiences in Storing Apples in the Beaumont, Yucaipa, and 
 
 Sonora Districts 
 
 Shipper 
 No. 
 
 Varieties stored 
 
 Quantity stored 
 
 Length of 
 storage period 
 
 Remarks 
 
 1 
 
 Gravenstein 
 
 
 
 
 2 
 
 3 
 4 
 
 All varieties grown 
 locally 
 
 Delicious and Winesap 
 
 Delicious, Rome 
 Beauty and Winesap 
 
 Delicious, Winesap 
 
 35,000 to 60,000 boxes 
 
 Up to 6,000 boxes 
 
 Up to 20 cars 
 
 1-8 months 
 
 Up to June 
 
 Up to March.... 
 Up to May 
 
 with more highly colored 
 Gravensteins when taken 
 out of storage. 
 
 Stores to supply local trade 
 and for better prices later 
 in season. 
 
 Stores to supply local trade; 
 usually profitable. 
 
 5 
 
 
 factory at harvest time. 
 
 Profitable some years. Stores 
 if prices not satisfactory in 
 the fall. 
 
 
 
118 University of California — Experiment Station 
 
 thought advisable to merely present, in tabular form, such data as 
 were obtained. Tables 82, 83, 84, 85, 86, and 87, summarize the prin- 
 cipal points covered in the interviews with these shippers. 
 
 The most outstanding difference in operations between these other 
 districts and the Sebastopol and Watsonville districts was in the 
 method of sale. The former sold the bulk of their pack to cash 
 buyers locally while the latter sold mostly by wire through brokers. 
 
 Among the brands reported by shippers were "Mountain Boy," 
 "Big Red," "Bret Harte," "Sun Red" and "Mountain Apple." 
 
 GROWERS' FINANCING AND MARKETING PROBLEMS 
 
 SEBASTOPOL DISTRICT 
 
 In this area a special study was made of the use of credit by grow- 
 ers and the relation of the source of credit to the growers' marketing 
 methods and practices. Confidential reports from 188 growers in the 
 area showed that in 1929, 106, or about 57 per cent of those replying 
 were using credit as follows : 
 
 Amount Per Cent of total 
 
 Mortgage credit $450,045.00 86.9 
 
 Production credit 42,325.00 8.2 
 
 Marketing credit 25,225.00 4.9 
 
 Total $517,595.00' 100.0 
 
 The prevailing rate of interest was 7 per cent on all classes of 
 credit, although the rates varied from 6 per cent to 8 per cent. Com- 
 mercial banks supplied over three-fourths of the marketing credit for 
 this group of growers, and shippers supplied less than 10 per cent. 
 (See tables 88 and 89.) 
 
 Growers were asked what type of marketing organization they 
 thought would best solve their marketing problems. Of 186 replies 
 to this question 140 favored a cooperative marketing organization, 38 
 favored private organizations, and 8 had other ideas. 
 
 Service Rendered by Marketing Agencies. — In order to obtain an 
 idea as to how satisfactory present marketing services are, growers 
 were asked how many different shippers they had dealt with in the 
 past five years. A total of 186 answered the question. Of 139 now 
 members of cooperatives, 76, or 54 per cent, stated that they had dealt 
 with the same cooperative for the entire period, while of the 37 who 
 have dealt with independent packers only 8, or 21 per cent, have 
 stayed with the same shipper for that length of time. Of 88 growers 
 
Bul. 501] 
 
 Marketing California Apples 
 
 119 
 
 who gave reasons for changing from one shipper to another 34 stated 
 that they expected larger returns, 31 reported unsatisfactory service, 
 8 reported poor management on the part of the shipper, and 16 gave 
 varying replies. 
 
 TABLE 88 
 Marketing Credit as Eeported by 25 Growers in the Gravenstein Producing 
 
 Area* 
 
 Interest rate 
 
 Amount 
 
 Per cent of 
 total amount 
 
 Number of 
 loans 
 
 Per cent of 
 total loans 
 
 8 
 
 7 
 
 6 
 
 No rate reported 
 
 $ 1,700 
 
 20,850 
 
 2,000 
 
 675 
 
 6.74 
 
 82.66 
 
 7.93 
 
 2.67 
 
 5 
 14 
 
 1 
 5 
 
 20.00 
 
 56 00 
 
 4 00 
 
 20.00 
 
 Total 
 
 $25,225 
 
 100.00 
 
 25 
 
 100 00 
 
 "Including Sebastopol, Forestville, Healdsburg, Santa Rosa, and Sonoma. 
 
 TABLE 89 
 Source of Marketing Credit Eeported by 25 Growers in the Gravenstein 
 
 Producing Area 
 
 Agency 
 
 Amount 
 
 Per cent of 
 total amount 
 
 Number of 
 loans 
 
 Per cent of 
 total loans 
 
 
 $19,800 
 3,000 
 2,425 
 
 78.49 
 11.89 
 9.62 
 
 17 
 
 1 
 
 7 
 
 68.00 
 
 
 4 00 
 
 
 28.00 
 
 
 
 Total 
 
 $25,225 
 
 100 00 
 
 25 
 
 100.00 
 
 TABLE 90 
 Growers' Attitude Toward Marketing Agencies Serving Them 
 
 
 Number 
 replies 
 
 Service satisfactory- 
 
 Service fair 
 
 Service 
 unsatisfactory 
 
 Connection 
 
 Number 
 replies 
 
 Per 
 cent 
 
 Number 
 replies 
 
 Per 
 cent 
 
 Number 
 replies 
 
 Per 
 cent 
 
 
 131 
 31 
 
 89 
 16 
 
 68 
 52 
 
 17 
 3 
 
 13 
 10 
 
 25 
 12 
 
 19 
 
 
 38 
 
 
 
 Total 
 
 162 
 
 105 
 
 65 
 
 20 
 
 12 
 
 37 
 
 23 
 
 
 
 The question was asked: "Are you satisfied with the service ren- 
 dered by the present marketing agency?" Of 131 members of coop- 
 eratives who replied, 68 per cent answered "yes," and 19 per cent 
 "no," while 13 per cent stated that the service was fair. Among 
 
120 
 
 University of California — Experiment Station 
 
 patrons of private shippers (31 answers) 51 per cent answered "yes," 
 and 39 per cent "no" and 10 per cent reported the service as fair. 
 One of the most important reasons for sending out the question- 
 naire to growers was to ascertain the sentiment of the community 
 regarding the type of marketing agency best suited to local needs. As 
 shown in table 91, 59 per cent of the replies recommended one large 
 cooperative, 25 per cent suggested a federated type with several 
 local units, and the remainder indicated satisfaction with existing 
 conditions. Most of those who wanted one large cooperative listed 
 a federated type as second choice, and vice versa. 
 
 TABLE 91 
 
 Growers ' Opinions of the Type of Marketing Agency Best Suited to 
 Marketing Needs of the Gravenstein Apple Industry 
 
 Type of agency 
 
 Number of replies 
 
 Per cent 
 
 
 111 
 
 47 
 
 5 
 
 11 
 
 14 
 
 59 
 
 
 25 
 
 
 3 
 
 Present situation 
 
 6 
 
 
 7 
 
 
 
 Total 
 
 188 
 
 100 
 
 
 
 GROWERS' OPINIONS AS TO TYPE OF MARKETING AGENCY BEST 
 SUITED FOR GRAVENSTEIN APPLE INDUSTRY 
 
 Per cent of replies 
 
 qo too 
 
 One \arqe coop. 64 
 
 Federated coop. 27 
 
 Several orqariizahon$6 
 
 Clearing house 3 
 
 Fig. 11. — Growers clearly favored one large cooperative. (Based on table 91.) 
 
 WATSONVILLE DISTRICT 
 
 In the Watsonville area there are two types of growers, (1) those 
 who pack their own crop and (2) those who sell to or through packers 
 and shippers. In the survey of shippers' operations and practices, a 
 view of the grower-packer problem was obtained, but to gain an idea 
 of the financial condition of the smaller growers who sell their crop 
 to the local packer, and to learn their attitude toward local condi- 
 
Bul. 501] Marketing California Apples 121 
 
 tions and current market facilities, required personal interviews. 
 Hence the sample was smaller than in the Sebastopol area. Of those 
 interviewed approximately 75 per cent were owners while the balance 
 were either tenants or managers. 
 
 In the Sebastopol region practically all apples are sold on a con- 
 signment basis to independent packers or to cooperative marketing 
 organizations. Methods of sale are, therefore, fairly uniform and 
 growers' returns depend upon general market conditions or upon the 
 particular market to which the crop is sent. Only four growers 
 reported packing and selling their own product. In contrast to the 
 Sebastopol situation, there are approximately one hundred different 
 growers in the Watsonville area who pack and sell their own crop. 
 However, the smaller growers contract with the grower-packer under 
 various types of agreements. (See page 109.) 
 
 The question was asked : " Do you sell your crop in advance of the 
 marketing season in order to get money to carry on production opera- 
 tions?" To this 70 per cent replied that they did not, and 30 per 
 cent that they did or sometimes did. From these replies it is impos- 
 sible to conclude just what percentage of growers do actually obtain 
 credit from buyers to whom they sell, but evidently a gcod many do. 
 In answer to the question, "Why do you sell before the shipping 
 season if it isn't to get credit?" some replied that it was customary 
 to sell before the shipping season began, that it was the best practice 
 to sell this way, or that they wanted to know definitely what their 
 crop would bring. 
 
 Market Agency Affiliations and Attitude Toward Service Ren- 
 dered. — Fifty per cent of the growers interviewed sold their crop to 
 independent packers, 7 per cent sold through local cooperatives and 
 2 per cent sold through commission men. Twenty per cent reported 
 selling through channels other than those enumerated while 2 per 
 cent used a combination of all the agencies listed. 
 
 Seventy per cent of the growers stated that they had dealt with 
 more than one agency in the past five years. Approximately 30 per 
 cent stated that the service of the agency they were using was satis- 
 factory or fairly satisfactory, another third that they were not satis- 
 fied, while the remainder did not reply. Seventy-eight per cent stated 
 that they were not satisfied with existing marketing facilities ; 7 per 
 cent said they were satisfied, and 16 per cent did not answer. The 
 complaints of those who were dissatisfied were, in order of the num- 
 ber of times mentioned : 
 
122 University op California — Experiment Station 
 
 (1) "Poor distribution of the product because of disorganized 
 condition of shippers." 
 
 (2) "Too much price variation and too much difference between 
 the prices paid by the consumer and those paid to the producer." 
 
 (3) "Returns obtained were low." 
 
 (4) "Improper and undependable grading of fruit." 
 
 (5) "Storage facilities poor." 
 
 Time of Sale. — Eight per cent of the growers stated that they had 
 sold in 1928 before the shipping season began while nearly 35 per cent 
 reported selling in advance of the shipping season in 1929. This 
 brings out the fact that in a short crop year, as in 1929, buyers com- 
 pete for volume early in the season, while in years of large crops, as 
 in 1928, they can easily obtain the volume they care to handle. In 
 years of heavy production the market is, then, entirely a buyers' 
 market; but when the crop is small it is a growers' market. 
 
 Methods of Sale. — The question was asked, "Is it more desirable 
 to sell your crop for a lump sum than to sell by packed grades ? ' ' The 
 answers were about equally divided. Some thought, that it was advis- 
 able to pack. Others figured selling for a. lump sum avoided risks 
 of crop damage in packing and transit and avoided loss due to price 
 fluctuation. The growers were asked if they had had any unsatisfac- 
 tory results from contracting the sale of their crop, about one-third 
 failed to reply, one-third said they had, and one-third that they had 
 not had any unsatisfactory results from contracting. 
 
 The last question was, "What suggestions can you make for im- 
 proving present marketing conditions?" Some of the suggestions 
 follow : 
 
 "Centralize distribution and divert surplus into by-products." 
 
 "Centralize assembling and distribution." 
 
 ' ' Cooperative marketing and more storage facilities. ' ' 
 
 "Need a nation-wide marketing agency." 
 
 "•Daily reports on apple prices similar to egg quotations would 
 help." 
 
 "Better organization, and more cooperation." 
 
 "Ship only first-class fruit and standardize the packs." 
 
 "Cheaper credit would help." 
 
 ' ' Sell on the trees at a flat price for a period of from 3 to 8 years. ' ' 
 
Bul. 501] 
 
 Marketing California Apples 
 
 123 
 
 APPLE STORAGE 
 
 The storage operations of various factors in the trade have been 
 discussed above (pages 87 to 91 and 103 to 113). Here consideration 
 is given such phases of apple storage as the quantities stored, the 
 movement in and out of storage, the costs of storage, and the difficul- 
 ties encountered. 
 
 Quantities of Apples Stored. — Cold-storage space in the United 
 States increased from 200,000,000 cubic feet in 1914 to more than 
 
 TABLE 92 
 
 Apple Ccld-Storage Holdings in the United States, 1915-1928 
 (Thousands of Bushels)* 
 
 Crop 
 
 
 
 
 
 
 
 
 
 
 Year 
 
 Oct. 1 
 
 Nov. 1 
 
 Dec. 1 
 
 Jan. 1 
 
 Feb. 1 
 
 March 1 
 
 Apr. 1 
 
 May 1 
 
 June 1 
 
 1915-16 
 
 
 11,067 
 
 16,323 
 
 14,439 
 
 12,708 
 
 9,726 
 
 5,952 
 
 3,105 
 
 912 
 
 1916-17 
 
 
 9,780 
 
 13,476 
 
 12,396 
 
 10,155 
 
 7,326 
 
 4,635 
 
 2,424 
 
 795 
 
 1917-18 
 
 
 9,888 
 
 14,067 
 
 13,797 
 
 11,871 
 
 8,490 
 
 5,349 
 
 2,034 
 
 477 
 
 1918-19 
 
 
 11,256 
 
 14,784 
 
 12,882 
 
 9,315 
 
 5,316 
 
 2,868 
 
 1,140 
 
 375 
 
 1919-20 
 
 2,913 
 
 13,569 
 
 17,769 
 
 16,587 
 
 13,572 
 
 9,486 
 
 5,097 
 
 2,418 
 
 639 
 
 1920-21 
 
 1,632 
 
 13,425 
 
 20,361 
 
 19,158 
 
 15,315 
 
 10,950 
 
 6,630 
 
 3,357 
 
 1,335 
 
 1921-22 
 
 2,376 
 
 10,929 
 
 17,217 
 
 16,287 
 
 12,939 
 
 9,270 
 
 5,790 
 
 2,832 
 
 942 
 
 1922-23 
 
 4,356 
 
 16,563 
 
 20,229 
 
 19,443 
 
 16,128 
 
 11,631 
 
 6,942 
 
 3,210 
 
 831 
 
 1923-24 
 
 2,781 
 
 20,742 
 
 30,297 
 
 29,088 
 
 23,529 
 
 17,895 
 
 11,613 
 
 6,240 
 
 2,304 
 
 1924-25 
 
 2,460 
 
 17,274 
 
 22,419 
 
 20,019 
 
 15,699 
 
 11,283 
 
 6,864 
 
 3,429 
 
 1,197 
 
 1925-26 
 
 4,266 
 
 22,467 
 
 28,194 
 
 25,536 
 
 21,153 
 
 15,900 
 
 9,942 
 
 4,954 
 
 1,875 
 
 1926-27 
 
 3,612 
 
 21,321 
 
 31,458 
 
 28,068 
 
 21,905 
 
 15,342 
 
 9,423 
 
 4,794 
 
 1,605 
 
 1927-28 
 
 3,114 
 
 17,976 
 
 23,493 
 
 20,535 
 
 15,923 
 
 11,097 
 
 7,363 
 
 4,134 
 
 1,808 
 
 1928-29 
 
 4,893 
 
 26,199 
 
 31,177 
 
 27,156 
 
 20,577 
 
 13,524 
 
 8,154 
 
 3,771 
 
 1,173 
 
 *Sources: 1915-1927. Rauchenstein, Emil. Economic aspects of the apple industry. California Agr. 
 Exp. Sta. Bul. 445: 30, 1927. 1927-28 from U. S. Dept. Agr. Yearbook 1S28: 767. 1929 and U. S. and Dept. 
 Agr. Bur. Agr. Econ. monthly issues of Crops and Markets. 
 
 600,000,000 cubic feet in 1925. 35 The quantity of apples placed in 
 cold storage each season has also increased. In 1915 the December 1 
 holdings were 16,323,000 bushels compared with 31,177,000 bushels 
 on the same date in 1928. 
 
 The peak of cold storage holdings of apples in the United States 
 has usually been reached on the first of December. The figures for 
 this month show that total holdings have reached the 31,000,000 
 bushel mark in the 1923 and 1926 seasons, whereas prior to that time 
 20,000,000 bushels was the record. 
 
 35 McKay, A. W., et al. Marketing fruits and vegetables. U. S. Dept. Agr. 
 Yearbook 1925:680. 1926. 
 
124 
 
 University of California — Experiment Station 
 
 In California, the peak of storage holdings is reached slightly 
 earlier in the year. A total of 2,600,000 bushels were reported on 
 November 15, 1928. 36 (See table 93 and Figure 12.) 
 
 The total quantity placed in cold storage varies from year to year 
 with the size of the crop and particularly with the size of the com- 
 mercial crop. 
 
 TABLE 93 
 
 Cold Storage Holdings of Apples iist California; in a House in Watsonville, 
 
 California; and in a House in San Francisco, California, 
 
 in Boxes, 1927 and 1928 Seasons* 
 
 
 California holdings 
 
 Watsonville house 
 
 San Francisco house 
 
 Date 
 
 1927 
 
 1928 
 
 1927 
 
 1928 
 
 1927 
 
 1928 
 
 Sept. 15 
 
 136,259 
 
 490,986 
 
 1,058,157 
 
 1,733,655 
 
 2,106,632 
 
 2,186,020 
 
 2,065,705 
 
 1,848,129 
 
 1,637,038 
 
 1,454,120 
 
 1,229,513 
 
 990,779 
 
 861,585 
 
 685,330 
 
 528,418 
 
 398,061 
 
 276,740 
 
 172,451 
 
 100,733 
 
 64,360 
 
 43,031 
 
 30,650 
 
 30,694 
 
 74,363 
 
 388 176 
 
 958,809 
 
 1,753,943 
 
 2,368,197 
 
 2,600,251 
 
 2,546,815 
 
 2,447,690 
 
 2,269,244 
 
 2,190,969 
 
 1,913,108 
 
 1,625,790 
 
 1,384,014 
 
 1,130,680 
 
 886,338 
 
 673,521 
 
 493,231 
 
 346,009 
 
 201,669 
 
 106,867 
 
 66,812 
 
 35,048 
 
 20,288 
 
 26,889 
 
 26,024 
 
 29,987 
 
 147,407 
 
 257,747 
 
 286,202 
 
 294,919 
 
 293,328 
 
 281,136 
 
 258,451 
 
 238,424 
 
 199,282 
 
 166,334 
 
 137,526 
 
 120,191 
 
 97,160 
 
 77,030 
 
 55,366 
 
 36,554 
 
 15,604 
 
 3,679 
 
 18 
 
 13 
 
 7 
 
 7 
 
 11,491 
 
 78,835 
 
 185,659 
 
 296,553 
 
 393,495 
 
 395,888 
 
 406,900 
 
 396,038 
 
 374,869 
 
 345,858 
 
 294,557 
 
 230,561 
 
 175,973 
 
 130,076 
 
 81,938 
 
 58,556 
 
 44,015 
 
 25,063 
 
 10,069 
 
 3,339 
 
 2,219 
 
 423 
 
 122 
 
 100 
 
 612 
 
 3,059 
 
 26,177 
 
 94,413 
 
 173,872 
 
 217,362 
 
 221,809 
 
 213,984 
 
 202,864 
 
 183,964 
 
 161,352 
 
 135,123 
 
 117,676 
 
 99,596 
 
 80,095 
 
 63,508 
 
 50,787 
 
 38,155 
 
 27,892 
 
 17,248 
 
 12,293 
 
 8,390 
 
 5,669 
 
 4,782 
 
 3,893 
 
 8,378 
 
 Sept. 30 
 
 47,311 
 
 Oct. 15 
 
 123,624 
 
 Oct. 30 
 
 Nov. 15 
 
 192,503 
 225,675 
 
 Nov. 30 
 
 223,114 
 
 Dec. 15 
 
 209,355 
 
 Dec. 30 
 
 188,717 
 
 Jan. 15 
 
 170,609 
 
 Jan. 30 
 
 149,632 
 
 Feb. 15 
 
 123,434 
 
 Feb. 28 
 
 106,883 
 
 Mar. 15 
 
 89,930 
 
 Mar. 30 
 
 75,027 
 
 Apr. 15 
 
 Apr. 30 
 
 61,315 
 45,918 
 
 May 15 
 
 34,383 
 
 May 30 
 
 23,386 
 
 June 15 
 
 June 30 
 
 July 15 
 
 July 30 
 
 13,296 
 8,503 
 4,981 
 3,445 
 
 Aug. 15 
 
 Aug. 30... 
 
 2,490 
 2,129 
 
 
 
 *Data from semi-monthly reports of cold storage. 
 California. Courtesy O. W. Holmes. 
 
 U. S. Dept. Agr., Bur. Agr. Econ. San Francisco, 
 
 Peak In and Out Movements. — The peaks of 'in' and 'out' move- 
 ments vary from year to year with the date of maturity of the crop 
 and with market conditions. In 1929 the movement into storage was 
 delayed because of late maturity. 
 
 In the Watsonville district one cold storage plant reported the 
 peak 'in' movement as follows: 1925-26 season, October 6 to 15; 
 1926-27 season, September 15 to 21 ; 1927-28 season, September 26 
 to October 4 ; and 1928-29 season, October 7 to 15. 
 
 se Market News Service Reports, IJ. S. Dept. Agr. Bur. Agr. Econ. San Fran- 
 cisco, California. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 125 
 
 An example of the effect of market conditions on the 'out' move- 
 ment was observed in the short crop year of 1921. The crop went 
 into storage at high prices but on January 1, 1922, storage stocks 
 were above the five-year average fcr the period from 1917 to 1921. 37 
 Average prices in January, 1922, at New York were $3.01 a box as 
 compared with $3.36 a box in October, 1921. Thus market condi- 
 tions delayed the 'out' movement. 
 
 COLD-STORAGE HOLDINGS OF APPLES IN CALIFORNIA; 1927 AND 
 
 1928 SEASONS 
 2325 
 
 2,450 
 
 2,100 - 
 
 x 1,750 
 
 o 
 
 a 
 
 X 1.400 
 
 (A 
 
 •n 
 
 Z 1,050 
 
 o 
 
 j TOO 
 
 350 
 
 
 • 
 
 *-,.. 
 
 /■*" 
 
 '1928 Season 
 
 
 
 
 
 
 
 / 
 
 
 %/ 
 
 
 
 
 
 
 
 
 
 
 / 
 
 
 \ 
 
 
 
 
 
 
 
 
 
 
 / 
 
 
 ■V 
 
 
 
 
 
 
 
 
 
 
 1 > 
 
 / / 
 
 1 / 
 
 
 
 \ 
 
 \ 
 \ 
 \ 
 
 
 
 
 
 
 
 
 j 
 1 
 
 f 
 
 
 
 ^ > 
 
 i 
 
 
 
 
 
 
 
 
 
 
 
 \ 
 
 
 
 
 
 
 
 _ ' 
 
 
 
 
 <\ 
 
 \ 
 
 
 
 
 
 
 
 1 
 
 f 
 
 I 192 
 
 7 Sqgh 
 
 lonv 
 
 
 
 k 
 
 
 
 
 
 
 It 
 
 
 
 
 
 \ 
 
 
 
 
 
 
 1 1 
 
 
 
 
 
 
 . \ 
 
 
 
 
 
 
 -1 1 
 
 
 
 
 
 
 \ \ 
 
 
 
 
 
 
 II 
 
 
 
 
 
 
 ^^ 
 
 V 
 
 
 
 
 
 II 
 
 
 
 
 
 
 
 N> 
 
 
 
 
 
 if 
 
 
 
 
 
 
 
 x> 
 
 
 
 
 
 
 
 
 
 
 
 
 
 s 
 
 
 
 
 
 
 
 
 
 
 
 
 ^^ 
 
 
 
 
 I 
 
 i 
 
 1 
 
 1 
 
 | 
 
 1 
 
 1 
 
 i 
 
 1 
 
 
 
 
 15 30 15 30 15 30 15 30 15 30 15 30 
 Sep*. Oct. Nov. Dec. Jan. FeA>. 
 
 15 30 15 30 15 30 15 30 15 30 15 30 
 Mor, Apr. Moq June Jul** A03- 
 
 Fig. 12. — Apples move into storage rapidly from the beginning of October 
 through the month of November when storage holdings reach their peak, and 
 move out gradually after the middle of December. (Data from table 93.) 
 
 Some idea of the peak movements may be gained from reports on 
 total holdings. An increase in total holdings indicates an 'in' move- 
 ment and vice versa. From table 94 it is evident that peak ' in ' move- 
 ments in California occur in October, since holdings increase about 
 1,000,000 boxes at that time. On the other hand, there is no well- 
 defined peak for the 'out' movement. Total California holdings 
 decrease at about the rate of 100,000 boxes each 15 days from 
 November 30 to June 15. 
 
 The peak movements in and out of storage are, however, different 
 for the several varieties of apples. Table 94 indicates the periods of 
 storage placements and withdrawals. 
 
 3' U. S. Dept. Agr. Yearbook 1925:865, 867. tables 179-180. 1926. 
 
126 
 
 University of California — Experiment Station 
 
 Managers of cold-storage plants reported that the length of time 
 that apples were held by those who placed them in storage depended 
 to some extent on the district in which the fruit was produced. For 
 example, the Newtown produced in the Soleclad and Greenfield dis- 
 tricts in Monterey County, California, was known as a long-keeper. 
 Likewise, the Winesap and Rome Beauty varieties from the Big Pine 
 region in southern California were reported to store well. 
 
 Difficulties Encountered in Storage. — The several varieties of 
 apples present different problems in storage. With the Gravenstein 
 the principal difficulty was reported to be the development of bitter- 
 pit. Most storage operators stated that their experience with this 
 variety was limited. However, outside of the development of bitter- 
 
 TABLE 94 
 
 Peak in and Out Movements of Apples in Storage in California Houses by 
 
 Varieties* 
 
 Variety 
 
 Peak in movement 
 
 Peak out movement 
 
 
 
 
 
 
 
 
 
 November and December. 
 
 
 
 
 
 October and November 
 
 March to May. 
 
 
 October 
 
 February and March. 
 
 
 February and March. 
 
 
 
 
 *As reported by cold storage plant managers in California. 
 
 pit in some lots they stated that the Gravenstein kept satisfactorily for 
 short periods. Usually three weeks was the maximum length of 
 storage. 
 
 The Bellflower was said to develop bitter-pit or "fungus" 38 as the 
 trade termed it, to a marked degree in some instances. In Los Angeles, 
 where the bulk of California Bellflowers are marketed, the risk of 
 bitter-pit developed was said to be the cause of a decline in specu- 
 lative operations in this variety by wholesale dealers. (It was noted 
 on page 113 that Watsonville shippers reported that the wholesale 
 trade had forced them to store.) 
 
 A further trouble with Bellflowers was stated to be rapid ripening. 
 This was held to be a factor inherent in the variety. 
 
 With the Newtown, internal browning caused the greatest diffi- 
 culty, particularly when it was stored for a long period. Storage 
 temperatures were reported to affect the development of this disease. 
 
 88 This term is decidedly inappropriate, in asmuch as a causal organism has 
 hot been isolated, bitter-pit being held to be a physiological trouble. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 127 
 
 Plant managers reported less difficulty at 36° Fahrenheit than at 
 lower temperatures. Scald was stated to add to storage difficulties 
 with Newtowns, but was not reported troublesome except where diffi- 
 culties were experienced with ventilation. 
 
 Other varieties of apples were said to keep satisfactorily in stor- 
 age. Only one manager reported difficulty and that was with the 
 Jonathan. He had experienced some trouble with 'soft scald.' 
 
 TABLE 95 
 Cold Storage Bates on Apples, per Standard Apple Box' 
 
 City 
 
 Quantity 
 
 Rate for 
 
 first month 
 
 Rate 
 succeeding 
 
 months 
 per month 
 
 Rate for 
 season 
 
 
 300 boxes or more 
 
 Cents 
 9 
 
 10 
 11 
 
 Cents 
 5 
 
 6 
 
 7 
 
 Cents 
 25 
 
 
 50 to 300 boxes 
 
 30 
 
 
 
 35 
 
 
 
 
 
 
 10 
 12 
 15 
 
 7 
 9 
 11 
 
 
 
 50 to 300 boxes 
 
 23 
 
 
 
 
 
 
 
 
 
 10 
 12 
 15 
 
 6 
 8 
 10 
 
 
 
 50 to 300 boxes 
 
 23 
 
 
 
 
 
 
 
 
 
 8 
 10 
 
 6 
 8 
 
 
 
 
 
 
 
 
 Detroit, Chicago, 
 Cleveland, Albany 
 
 Carload 
 
 9 
 
 6 
 
 25 
 
 *California Railroad Commission No. 41, cold storage warehouse tariff 6-A, p. 6 Item 120. Sept. 18, 
 1929 ; and statements of cold storage plant managers. 
 
 tWatsonville houses have a special rate on apples stored loose in boxes. This is 8 cents for the first 
 month, 5.4 cents for each succeeding month, and 20 cents for the season. 
 
 Jin case shipment goes to export, San Francisco houses assumed the cartage charge. 
 
 Financing by Storage Companies. — None of the California storage 
 companies studied made a practice of financing the person who placed 
 apples in storage other than advancing freight and handling charges. 
 Only one house reported carrying the storage charge. In New York, 
 one large storage company financed up to 50 per cent of the market 
 value of the apples. In Philadelphia, one house reported financing 
 up to 85 per cent of market value. Storage companies in Cleveland, 
 Ohio ; Detroit, Michigan ; and Albany, New York, financed and adver- 
 tised this fact on their rate cards. 
 
 Storage Space Available for Apples. — The amount of space avail- 
 able for apples in the various plants that were visited in California 
 
128 
 
 University of California — Experiment Station 
 
 varied from 350,000 cubic feet to 3,250,000 cubic feet, but two had 
 3,000,000 or more. In New York, the capacity of one of the largest 
 houses was reported as 8,500,000 cubic feet. While all of this space 
 might be available for apples, the various houses, except in the Wat- 
 sonville district, also stored other products in this space. 
 
 TABLE 96 
 Cost of Constructing and Equipping a 205,000 Box Cold Storage Plant 
 
 Item 
 
 Cost 
 
 
 $ 7,273.50 
 
 
 2,117 00 
 
 Spur track 
 
 1,546 95 
 
 
 1,823 54 
 
 Foundation and floors 
 
 16, 000 00 
 
 
 7,000 00 
 
 Balance of building 
 
 88,975 00 
 
 
 900 00 
 
 Coils, fans and bunkers 
 
 20,958.00 
 21,042 00 
 
 Warehouse equipment 
 
 1,789.55 
 
 
 562 25 
 
 Construction bond 
 
 2,323 12 
 
 
 6,982.65 
 
 
 324 82 
 
 
 
 Total. . 
 
 $179,618.48 
 
 
 
 Storage Rates. — Storage charges in California are regulated by 
 the Railroad Commission. The rates effective in 1929 are given in 
 table 95. 
 
 Cooperative cold storage houses are permitted to store for their 
 members at cost. One such house reported an average cost of 9 cents 
 per box per season. This house has operated ten years. Another 
 house reported its cost as 8.13 cents per box per season. 
 
 Cost of Construction. — A matter of considerable interest to apple 
 growers is the cost of constructing and equipping a cold storage plant. 
 Through the courtesy of Mr. M. L. Cox, Manager of the Apple Grow- 
 ers Cold Storage plant at Watsonville, California, the data in table 
 96 are available. This house has a capacity of approximately 205,000 
 boxes. 
 
Bul. 501] Marketing California Apples 129 
 
 APPLE SUPPLIES AND WHOLESALE PRICES 
 
 Trends in Apple Production. — Statistics of apple production are 
 usually classified as (1) total United States production, (2) commer- 
 cial production, (3) production in the barreled apple region, and (4) 
 production in the boxed apple region. Estimates of commercial pro- 
 duction prior to 1916 are not available, but complete data on the 
 other three phases of production are furnished by the United States 
 Department of Agriculture for a considerable period. 
 
 In table 97 the data for total United States, commercial, barreled 
 apple, and boxed apple production since 1890 and 1916 are presented. 
 The trends of commercial production and production in the boxed 
 apple regions are decidedly upward. On the other hand, the trend of 
 production in the barreled apple region is downward. The trend in 
 total United States production is slightly upward if one considers 
 the whole period since 1890, but if one considers only the period 1909 
 to 1928 the trend for total United States production is slightly 
 downward. 
 
 Apple Prices and Production. — Prices of California apples are to 
 a large extent influenced by total United States production. The 
 position of supplies, the rate of movement to market, and many other 
 factors also exert an influence. However, growers too often blame 
 the marketing machinery or the management of marketing enterprises 
 for unsatisfactory prices when the principal trouble has been burden- 
 some supplies. 
 
 In table 98 the relation between apple production and prices is pre- 
 sented. Prices have been converted into purchasing power by divid- 
 ing actual prices by the all-commodity index to make allowance for 
 the changing value of the dollar. It is well known that prices of most 
 things are higher now than they were during the period 1910 to 1914. 
 If all prices went up at the same rate, a bushel of apples would buy 
 as many goods at one time as at another. But they do not. Hence 
 prices over a long period cannot be compared without making allow- 
 ance for changes in the buying power of the dollar. This has been 
 done in column 4, table 98. 
 
 A comparison of the items year by year in column 1 (total United 
 States production) and column 4 (purchasing power, or adjusted 
 price) shows that price is influenced to a great extent by total pro- 
 duction. This is particularly true in years of exceptionally heavy or 
 exceptionally light production. 
 
130 
 
 University of California — Experiment Station 
 
 TABLE 97 
 
 Apple Production in United States in Boxed Apple Region, Barreled Apple 
 Region, and Commercial Production, 1890-1928 
 
 
 Total* U. S. 
 production 
 
 Barreled apple 
 production 
 
 Boxed apple 
 production 
 
 Commercial 
 production 
 
 Crop year 
 
 Thousands of 
 bushels 
 
 Thousands of 
 bushels 
 
 Thousands of 
 bushels 
 
 Thousands of 
 bushels 
 
 
 1 
 
 2 
 
 3 
 
 4 
 
 1890 
 
 80,142 
 198,907 
 120,536 
 114,773 
 134,648 
 219,600 
 232,600 
 163,728 
 118,061 
 175,398 
 205,930 
 135,500 
 212,330 
 195,680 
 233,630 
 136,220 
 216,720 
 119,560 
 148,940 
 145,412 
 141,640 
 214,020 
 235,220 
 145,410 
 253,200 
 230,011 
 193,905 
 166,749 
 169,625 
 142,086 
 223,677 
 
 99,002 
 202,702 
 202,842 
 171,725 
 172,389 
 246,524 
 123,693 
 184,920 
 
 75,876 
 193,584 
 116,184 
 108,741 
 128,628 
 212,565 
 227,664 
 154,254 
 109,134 
 169,425 
 196,587 
 126,555 
 201,030 
 184,239 
 220,656 
 124,752 
 202,233 
 107,631 
 134,700 
 130,863 
 123,252 
 198,147 
 210,219 
 124,929 
 226,197 
 208,569 
 176,220 
 126,597 
 137,295 
 
 91,539 
 183,315 
 
 46,448 
 152,028 
 138,999 
 126,741 
 119,595 
 183,975 
 
 76,050 
 121,998 
 
 3,966 
 5,322 
 4,353 
 6,033 
 6,021 
 7,035 
 4,935 
 9,474 
 8,928 
 5,973 
 9,342 
 8,946 
 11,301 
 11,442 
 12,975 
 8,469 
 14,487 
 11,928 
 14,241 
 15,258 
 18,287 
 15,873 
 25,002 
 20,481 
 27,003 
 21,441 
 28,362 
 40,152 
 32,331 
 50,547 
 40,368 
 52,515 
 50,676 
 63,843 
 44,505 
 52,794 
 62,550 
 47,406 
 63,022 
 
 
 1891 
 
 
 1892 
 
 
 1893 
 
 
 1894 
 
 
 1895 
 
 
 1896 
 
 
 1897 
 
 
 1898...... i 
 
 
 1899 
 
 
 1900 
 
 
 1901 
 
 
 1902 
 
 
 1903 
 
 
 1904 
 
 
 1905 
 
 
 1906 
 
 
 1907 
 
 
 1908 
 
 
 1909 
 
 
 1910 
 
 
 1911 
 
 
 1912 
 
 
 1913 
 
 
 1914 
 
 
 1915 
 
 
 1916 
 
 80,241 
 67,023 
 74,229 
 78,447 
 
 1917 
 
 1918 
 
 1919 
 
 1920 
 
 101 715 
 
 1921 
 
 64,671 
 
 1922 
 
 95,835 
 
 1923 
 
 107,808 
 84,039 
 99,738 
 
 1924 
 
 1925 
 
 1926 
 
 117,357 
 
 78,051 
 
 105,924 
 
 1927 
 
 1928 
 
 
 *Table 128, U. S. Dept. Agr. Yearbook 1928: 764, 1929. 
 
 tThe Apple Situation in New York. Cornell Ext. Bui. 172: 112-114. 1928; and U. S. Dept. Agr. Bur. 
 Agr. Econ. Crops and Markets 5: (12) 445. 1928. Same as 
 
 JU. S. Dept. Agr. Yearbook 1920: 653, U. S. Dept. Agr. Yearbook 1923: 732 and 
 1U. S. Dept. Agr. Yearbook 1928: 765. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 131 
 
 TABLE 98 
 
 Total Apple Production in the United States, New York Prices, and 
 
 Purchasing Power 
 
 Crop year 
 
 1890 
 1891 
 1892 
 1893 
 1894 
 1895 
 1896 
 1897 
 1898 
 1899 
 1900 
 1901 
 1902 
 1903 
 1904 
 1905 
 1906 
 1907 
 1908 
 1909 
 1910 
 1911 
 1912 
 1913 
 1914 
 1915 
 1916 
 1917 
 1918 
 1919 
 1920 
 1921 
 1922 
 1923 
 1924 
 1925 
 1926 
 1927 
 1928 
 
 Total 
 
 production* 
 
 thousands 
 
 of 
 
 bushels 
 
 80,142 
 198,907 
 120,536 
 114,773 
 134,648 
 219,600 
 232,600 
 163,728 
 118,061 
 175,397 
 205,930 
 135,500 
 212,330 
 195,680 
 233,630 
 136,220 
 216,720 
 119,560 
 148,940 
 145,412 
 141,640 
 214,020 
 235,220 
 145,410 
 253,200 
 230,011 
 193,905 
 166,749 
 169,625 
 142,086 
 223,677 
 
 99,002 
 202,702 
 202,842 
 171,725 
 172,389 
 246,524 
 123,693 
 184,920 
 
 Price 
 per bushel, t 
 
 average 
 Sept. to May 
 
 $1.25 
 0.52 
 83 
 1.18 
 0.94 
 0.79 
 
 56 
 1.10 
 1.22 
 0.90 
 0.98 
 
 1 50 
 0.73 
 0.95 
 
 79 
 1.32 
 1.10 
 1.11 
 
 1 32 
 1.22 
 1 45 
 1.07 
 0.98 
 1.43 
 0.97 
 1 00 
 1.58 
 1.70 
 2.53 
 2.51 
 1.89 
 2.61 
 
 1 71 
 1.55 
 
 2 24 
 1.90 
 1 37 
 2.55 
 2.11 
 
 All-commodity 
 
 index, % 
 
 average 
 
 Sept. to May, 
 
 1910-1914 base 
 
 93 
 95 
 104 
 96 
 98 
 102 
 101 
 100 
 113 
 157 
 189 
 204 
 232 
 180 
 145 
 159 
 154 
 159 
 158 
 150 
 150 
 152 
 
 Purchasing 
 power 
 
 per bushel, 5 
 Sept. to May; 
 1910-1914 base 
 
 $149 
 0.68 
 1 04 
 1.62 
 1.33 
 1.13 
 
 83 
 
 1 54 
 1.70 
 1.10 
 1 21 
 1 80 
 0.82 
 1.09 
 
 .89 
 1.61 
 1.18 
 1.19 
 1.39 
 1 17 
 1.51 
 1.09 
 0.96 
 1 41 
 97 
 0.89 
 1.00 
 
 90 
 1.24 
 1.08 
 1.05 
 1.80 
 
 1 07 
 1 01 
 1 41 
 1.20 
 0.98 
 1.70 
 1.39 
 
 *U. S. Dept. Agr. Yearbook 1928, 764, Table 128. 
 
 ■(•Calculated by the authors from figures in Tables 201 and 202 U. S. Dept .Agr. Yearbook 1923: 739: 
 table 128 U. S. Dept. Agr. Yearbook 1927: 839; and data subsequent to 1927 furnished by Dr. O. C. Stine, 
 U. S. Dept. Agr. Bur. Agr. Econ. 
 
 JAs reported by Warren and Pearson in "Farm Economics," monthly publication of Cornell Uni- 
 versity. 
 
 ICalculated by dividing the price per bushel in column 2 by all-commodity index in column 3. 
 
WHOLESALE APPLE PRICES AT SAN FRANCISCO, JULY TO 
 NOVEMBER, 1926 AND 1927 
 
 *3.CO 
 2.60 
 
 - 
 
 
 
 
 
 
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 r A.ZOt 
 
 -4.00 
 3.80 
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 .c; 
 
 Om Delicious _ 
 Extra fajgM 
 
 ' *«<JJu»« 
 
 2 2.80 
 
 2.60 
 
 o 2.40 
 
 
 
 ZZO 
 
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 rllft 
 
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 7 14 21 26 4 II 18 25 I 9 16 23 30 7 14 21 26 4 14 21 30 
 Julu, Auqust September October November 
 
 Fig. 13. — In the San Francisco market Astrachans sell at a discount com- 
 pared with Gravensteins. Red Junes bring a premium over Gravensteins. New- 
 towns are higher priced than Bellflowers. Delicious is the highest priced of the 
 late varieties. (See also fig. 14.) (Data from Daily Market News Service 
 Reports, Bur. Agr. Econ. San Francisco, Calif.) 
 
Bul. 501] 
 
 Marketing California Apples 
 
 133 
 
 WHOLESALE APPLE PRICES AT SAN FRANCISCO, JULY TO 
 NOVEMBER, 1928 AND 1929 
 
 '3.20 
 
 aOO 
 
 2.80 
 
 July to November 1928 
 
 I Ex'tr-a Fooclj V 
 
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 5 240 
 
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 10 17 24 31 
 Julu, 
 
 7 14 20 27 4 II 18 25 2 9 16 23 30 6 14 21 
 Auqusi September October November 
 
 ^3.60 
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 Julu, August September October November 
 
 Fig. 14.— The San Francisco apple market is relatively stable; prices for 
 given varieties remain unchanged for considerable periods. When prices change 
 the prices of all varieties tend to move in the same general direction. (See also 
 fig. 13.) (Data from Daily Market News Service Reports, Bur. Agr. Econ. San 
 Francesco, Calif.) 
 
134 University of California — Experiment Station 
 
 Seasonal Apple Prices. — It has been shown above that the general 
 level of apple prices is influenced to a large extent by total supplies. 
 Within a given season, however, apple prices fluctuate considerably 
 as a result of a number of factors. Hence the actual price movement 
 is never exactly alike in any two seasons. However, there is a ten- 
 dency for prices to advance from September to May and then to 
 decline from May to August. 
 
 Wholesale Apple Prices at San Francisco. — San Francisco is an 
 important market for a considerable quantity of California apples. 
 The prices prevailing in this market are, therefore, of interest and 
 importance to California apple growers. 
 
 Figures 13 and 14 present a comparison of wholesale apple prices 
 at San Francisco by varieties for the period from early July to late 
 November for the years 1926 to 1929. From these figures, observa- 
 tions as to the relative selling prices of varieties of apples may be 
 made. 
 
 It is at once apparent that Astraehans sell at a discount compared 
 with Gravensteins. On the other hand Ked Junes bring a consider- 
 able premium. Again it is evident that the San Francisco market 
 pays a premium for Newtowns as compared with Bellflowers. Further- 
 more, it will be seen that the Delicious is the highest in price in most 
 cases, being equalled in price only in November, 1929, by the Spitzen- 
 burg. However, the Spitzenburg is a favorite in the San Francisco 
 market second only to the Delicious in most instances. The position 
 of the Winter Banana is interesting. It sells at a premium compared 
 with Newtowns and Bellflowers and in 1928 sold for more than the 
 Spitzenburg. This indicates that the San Francisco Market does 
 not discriminate against yellow varieties. The Jonathan occupies a 
 middle position between the Spitzenburg and the Newtown. 
 
 A few points worthy of note brought out by figures 13 and 14 in 
 addition to the relative prices for various varieties are: (1) The San 
 Francisco market is a relatively stable market ; prices for given varie- 
 ties remain unchanged for considerable periods; (2) Gravensteins sell 
 to advantage in this market even when in competition with late 
 varieties; (3) prices of all varieties tend to move in the same general 
 direction. 
 
 Wholesale Prices and Supplies at Los Angeles. — The Los Angeles 
 market is the most important California market for apples from the 
 Watsonville district. 39 Hence, prices in this market are of more than 
 
 39 Beasley, C. H. Production, standardization and marketing of California 
 apples. California Dept. Agr. Mo. Bui. 16(10) :512, 1921. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 135 
 
 passing- interest to growers and shippers in this district. Sebastopol 
 growers are also interested in the Los Angeles market owing to the 
 fact that considerable quantities of Gravensteins are sold there. 
 
 An attempt to compare relative prices for various varieties in the 
 Los Angeles market for a period of years proved futile because quota- 
 tions were not on a comparable basis. California apples are sold 
 loose in unlidded boxes, Idaho apples are sold in baskets, while North- 
 
 WHOLESALE APPLE PRICES AND TRACK HOLDINGS AT LOS ANGELES 
 JULY TO NOVEMBER, 1929 
 180 
 
 5 12 19 26 2 9 16 23 30 9 16 23 30 7 14 21 23 4 12 19 26 O 
 July August September October November 
 
 Fig-. 15. — The periods when track holdings are increasing are usually periods 
 of declining prices on the Los Angeles market. (Data from Daily Market News 
 Service Reports, Bur. Agr. Econ., Los Angeles, Calif.) 
 
 west apples are sold packed and wrapped. Furthermore grades were 
 not readily comparable. The bulk of California apples were of the 
 1 Combination' grade, Idaho apples were principally of the 'Fancy' 
 grade, 40 while Northwest apples were largely of the 'extra fancy' 
 grade. However, figure 15, constructed from data available for the 
 1929 season, gives some idea of the relative position of the various 
 varieties of apples on the Los Angeles market. Here it will be noted 
 that Jonathans and Bellflowers are preferred varieties. The Bell- 
 flower, it will be seen, sells at a premium over the Newtown. Thus 
 there is a marked contrast in the relative position of these two varie- 
 
 40 The Idaho grade was called < Combination ' but corresponded to the Cali- 
 fornia ' Fancy ' grade. 
 
136 
 
 University of California — Experiment Station 
 
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 w 
 
 a 
 
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 boxes 
 9,720 
 
 1,889 
 9,625 
 
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 a 
 
 Ph 
 
 doll ITS 
 
 per box 
 
 1.65 
 
 2.05 
 1.88 
 
 CO 
 
 O 
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 CO -u 
 
 boxes 
 26,325 
 
 3,075 
 14,812 
 29,175 
 
 0> 
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 dollars 
 
 per box 
 
 1.53 
 
 2.87 
 2.53 
 2.37 
 
 co 
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 73 
 
 o 
 
 03 
 
 ll 
 
 boxes 
 17,010 
 8,860 
 
 11,615 
 40,327 
 37,065 
 
 0) 
 
 o 
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 Ah 
 
 dollars 
 
 per box 
 
 1.89 
 
 3.06 
 
 2.84 
 2.49 
 2.84 
 
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 3,304 
 
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 2.61 
 
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Bul. 501] Marketing California Apples 137 
 
 ties on the Los Angeles market as compared with the San Francisco 
 market. (See page 54.) 
 
 The influence of market supplies on prices at Los Angeles is also 
 illustrated in figure 15. The periods of heavy track holdings are 
 usually periods of declining prices. Los Angeles has been called a 
 'pocket' market (page 73), which, no doubt, accounts for the fact 
 that track holdings have such an important influence on prices. Once 
 supplies are on the Los Angeles market they must be sold or put into 
 storage for they cannot be advantageously diverted to other markets. 
 It is important to growers and shippers, therefore, that shipments to 
 Los Angeles should not be excessive at any one time. Watsonville 
 shippers already realize this and it is the aim of the Watsonville 
 Apple Packers and Growers Association to regulate the flow of apples 
 to the market. (See page 115. ) 41 
 
 Auction Prices for California Gravensteins and Supplies of These 
 in New York. — The New York market is an important one for Cali- 
 fornia Gravensteins. As was shown in the survey of New York whole- 
 salers' and jobbers' operations (page 12) the California Gravenstein 
 was considered as the only early eating apple reaching that market. 
 It was also brought out in the survey of Sebastopol shippers (page 
 103) that most shippers sold some of their pack on the New York 
 market. 
 
 Practically all of the California Gravensteins sold in New York 
 in carloads are sold on the New York auction. This fact has led 
 several to believe that there might be an opportunity to realize higher 
 prices for Gravenstein apples on the New York market if the quantity 
 offered on the New York auction were regulated by shippers. In 
 order to obtain information on this point, data covering prices and 
 quantities on the New York auction market were collected. These are 
 presented in table 99 and figure 16. 
 
 It is evident from figure 16 that in some years, as in 1926 and 
 1928, there is considerable relation between the quantity sold at auc- 
 tion and prices but that in other years, as in 1923 and 1929, there is 
 little or no relation between the two. Again, in some years prices seem 
 to be influenced by California supplies during a part of the season, 
 but are independent of such supplies during the remainder of the 
 season. 
 
 41 Certain other studies have also shown the importance of carlots on track 
 as a price influence. See Rauchenstein, E. Factors affecting the price of water- 
 melons at Los Angeles. Hilgardia 3:310. 1928; and Hedden, W. P. Studies 
 of market supply, price, and sales as a basis for control of distribution of 
 perishables. Jour. Farm Econ. 8(2) :213-226. 1926. 
 
138 
 
 University of California — Experiment Station 
 
 GRAVENSTEIN PKICES AND QUANTITIES SOLD AT AUCTION IN NEW- 
 YORK BY TEN-DAY PERIODS, 1922-1929 
 
 4.00 
 
 Jul^ Auqust September 
 
 By Ten Dag Periods 
 
 Zr*A 3rd |s* 2nd 3rd 1st 2r»d 3rd 
 
 July August September 
 By Ten Day Periods 
 
 3rd 1st 2nd 3rd Is* 2nd 3rd 
 
 J I L 
 
 
 Bone*-, A 
 
 4-/ \ 
 ' V 
 
 1923 
 
 -46,000 
 
 6QOOO 
 
 36.000 
 
 - 24,000 
 
 12,000 z 
 
 1925 
 
 - 3&000 "° 
 
 1927 
 
 J I I L 
 
 4dOOO X) 
 
 3€*000 
 
 a 
 24,000 E 
 
 3 
 
 z 
 
 2r*d 3rd 1st 2nd 3rd let 2r,d 3rd 
 
 Bq Ten Daq Periods 
 Julq Auqust September 
 
 
 1929 
 
 
 Price -^ 
 
 _ Boxes'-^ 
 
 s 
 s 
 
 / 
 / 
 
 / 
 / 
 
 \ 
 \ 
 
 \ 
 \ 
 \ 
 
 ! [ 
 
 I 1 1 1 
 
 12,000 
 
 48,000 Q) 
 t 
 
 
 36/300 Si 
 
 ZA.OQO ». 
 
 12,000 5 
 
 Z 
 
 3rd \%\ 2nd 3rd Is* 2nd 3rd 
 
 By Ten Datj Periods 
 July Auqust September 
 
 Fig. 16. — Prices of Gravensteins on the New York market are influenced 
 not only by quantities of Gravensteins sold but by other factors as well. 
 (Based on table 99.) 
 
Bul. 501] 
 
 Marketing California Apples 
 
 139 
 
 The general lack of correlation between quantity sold and prices 
 is accounted for by the fact that the California Gravenstein is on the 
 market at a time of the year when several soft fruits are available 
 and by the fact that apples from other sources, such as cold-storage 
 apples early in the season, local supplies during the season, and apples 
 from the Northwest late in the Gravenstein season, influence prices 
 for Gravensteins. Controlling shipments of Gravensteins to the New 
 York auction market offers little opportunity, therefore, of influencing 
 prices to any marked extent. 
 
 GRAVENSTEIN PRICES, NEW YORK AUCTION, JULY TO SEPTEMBER, 
 1928, BY BRANDS. AVERAGE OF SIZES, 113 'S TO 150 'S 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 - 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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 September 
 
 Fig. 17. — Prices obtained at the New York auctions for given brands are 
 not consistent. Only one brand stood out consistently as distinctly superior. 
 (Data from daily reports on deciduous fruits, New York Daily Fruit Reporter. 
 Courtesy Stewart Fruit Co., San Francisco, Calif.) 
 
 It will also be noted from figure 16 that in most years prices dur- 
 ing the early part of the season are the highest. This gives evidence 
 of the fact that the Gravenstein deal is a quick one because during 
 the early part of the season the quality is not the best. The outstand- 
 ing exception to the high-price situation early in the season was the 
 year 1925. This was, however, a year of light production for the Cali- 
 fornia Gravenstein, supplies being sold before apples from the North- 
 west were available. The tendency for the New York prices to be 
 high early in the season has induced shippers to send a part of their 
 pack to New York at the earliest possible date. Some of these ship- 
 ments have lacked color and maturity and this has no doubt been 
 responsible to some extent for the general tendency for the New York 
 prices to decline during the middle of the season. 
 
140 
 
 University of California — Experiment Station 
 
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Bul. 501] 
 
 Marketing California Apples 
 
 141 
 
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142 University of California — Experiment Station 
 
 Daily New York Auction Prices. — Daily prices for Gravenstein 
 apples on the New York auction vary to a considerable extent. Size, 
 pack, grade, and general condition, are the principal factors deter- 
 mining prices for various lots of apples. Shippers watch auction sales 
 closely and often attach considerable importance to the fact that a 
 particular brand 'tops the market.' However, as is shown in figure 
 17, most shippers' packs are not consistent in quality as is evidenced 
 by the fact that on some days a particular brand will sell above, and 
 on other days below the average. Only one shipper (No. 2) realized 
 prices consistently above the average. His pack is widely known as 
 being of highest quality. Figure 17 is based on data for 1928. Data 
 for 1929 shows a similar situation. 
 
 RETAIL PRICES OF APPLES 
 
 Retail prices of apples were reported on Wednesday of each week 
 in a number of cities in California by farm advisors, horticultural 
 commissioners, agricultural high school teachers, secretaries of cham- 
 bers of commerce, and others interested in this study. In addition, 
 routes were established in San Francisco, Los Angeles, and East Bay 
 cities covering the principal retail sections. Employees recorded apple 
 prices on these routes weekly. 42 
 
 The most striking characteristic of prices of apples at retail is 
 their wide variation. Several weekly analyses of price data were 
 made for different localities, including the San Francisco and East 
 Bay region, Los Angeles, and the state of California as a whole. Each 
 of these analyses showed a wide range in prices each week, centering 
 around a general trend. Several factors influenced the variation in 
 prices, chief among which were quality, variety, and type of store in 
 which the apples were sold. 
 
 Variation Due to Quality. — An example of the variaton in retail 
 prices due to quality is shown in table 100. The frequency of retail 
 price quotations for Gravenstein apples of fancy, good, and poor 
 quality are shown in connection with the price range. It will be noted 
 that the apples of fancy quality are most frequently in the upper 
 portion of the price range, while those of poor quality are usually in 
 the lower portion of the price range. 43 
 
 42 The results presented herewith cover only the data obtained up to Novem- 
 ber 1, 1929. The routes were maintained beyond that date and a separate report 
 covering the main part of the 1929-30 apple season is contemplated. 
 
 4 3 The original prices were recorded for fancy, good, fair, and poor quality. 
 Since there was little difference in prices for good and fair quality the prices were 
 combined. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 143 
 
 When weekly averages of quotations for the three qualities, fancy, 
 good, and poor are computed, the relation between prices for these 
 qualities is apparent (table 101). Throughout the entire period, 
 Gravenstein apples of fancy quality sold for approximately 2 cents 
 a pound more than those of good quality. There was a smaller differ- 
 ential between apples of good and poor quality. During the early 
 part of the season the differential was approximately 1 cent a pound 
 but toward the end of the season the prices of the two qualities were 
 close together. 
 
 TABLE 101 
 
 Poor Quality in San Francisco and East Bay Cities, 
 July 17 to October, 1929* 
 
 
 Quality 
 
 Date 
 
 Fancy 
 
 Good 
 
 Poor 
 
 July 17 
 
 cents per pound 
 13.0 
 
 9.2 
 10.6 
 
 9.5 
 
 9.3 
 10.1 
 
 9.6 
 
 8.5 
 
 9.2 
 
 8.2 
 
 7.9 
 10.2 
 
 4.3 
 
 cents per pound 
 8.9 
 8.1 
 7.6 
 7.9 
 7.2 
 7.4 
 6.7 
 7.1 
 6.5 
 6.6 
 6.4 
 5.8 
 6.5 
 6.0 
 5.7 
 5.2 
 
 cents per pound 
 8.0 
 
 24 
 
 6.5 
 
 31 
 
 5.4 
 
 Aug. 7 
 
 6.8 
 
 14 
 
 6.7 
 
 21 
 
 6.2 
 
 28 
 
 6.7 
 
 Sept. 4 
 
 6.2 
 
 11 
 
 5.2 
 
 18 
 
 6.6 
 
 25 : : 
 
 5.3 
 
 Oct. 2 
 
 8.3 
 
 9 
 
 5.0 
 
 16 
 
 
 23 
 
 
 30 
 
 
 
 
 *From original data gathered in this study. 
 
 Retail prices of the several varieties of apples showed different 
 levels and movements. Table 102 and figure 18 present the average 
 of prices for good and fair quality by variety. There was a tendency 
 for prices of some varieties to move in the same direction while prices 
 for other varieties moved in opposite directions. The Delicious, Winter 
 Banana, and Spitzenburg showed a strong upward price toward the 
 end of the period under observation, while Jonathans, Newtowns, 
 Bellflowers, and Gravensteins declined in price. Those varieties show- 
 ing the higher level of prices are the strictly eating varieties while 
 those in the lower levels are used for culinary purposes as well as for 
 eating. 
 
144 
 
 University of California — Experiment Station 
 
 TABLE 102 
 
 Average Weekly Bet ail Price of Apples of Good and Fair Quality in San 
 Francisco and East Bay Cities, July 17 to October 30, 1929 
 
 Date 
 
 July 17 
 24 
 31 
 
 Aug. 7 
 14 
 21 
 28 
 
 Sept. 4 
 11 
 18 
 25 
 
 Oct. 2 
 
 9. 
 
 16. 
 
 23. 
 
 30. 
 
 Variety 
 
 Graven- 
 stein 
 
 Cents 
 per pound 
 8.9 
 8.1 
 7.6 
 7.9 
 7.2 
 7.4 
 6.7 
 7.1 
 6.5 
 6.6 
 6 4 
 5.8 
 6.5 
 6 
 5.7 
 5.2 
 
 Newtown 
 
 Cents 
 per pound 
 
 8.4 
 8.4 
 5.4 
 
 5.4 
 6.3 
 6.5 
 
 7.2 
 6.8 
 
 Bellflower 
 
 Cents 
 per pound 
 
 8.3 
 6.2 
 7.0 
 7.0 
 6.2 
 6.2 
 6.8 
 6.1 
 7.0 
 6.8 
 
 Jonathan 
 
 Cents 
 per pound 
 
 8.3 
 
 7.3 
 7.9 
 7.0 
 7.2 
 7.1 
 7.6 
 6.4 
 
 Winter 
 Banana 
 
 Cents 
 per pound 
 
 6.2 
 6.0 
 
 7.9 
 7.2 
 
 Delicious 
 
 Cents 
 per pound 
 
 7.7 
 7.4 
 11.1 
 12.0 
 
 Spitzen- 
 berg 
 
 Cents 
 per pound 
 
 6.2 
 6.1 
 7 
 9.8 
 
 EETAIL PRICES OF APPLES IN SAN FRANCISCO AND EAST BAY 
 CITIES, JULY 17 TO OCTOBER 30, 1929 
 
 15 
 
 |io 
 
 Gravenslein 
 
 New town 
 
 del If lower 
 
 - — -— Jonathan 
 ___, banana 
 
 Delicious 
 
 Spttzenbera. 
 
 17 24 31 
 Julu, 
 
 7 14 Zl 28 
 Auqust 
 
 4 II 18 25 
 September 
 
 22 
 
 Z 9 16 23 30 
 October 
 
 Fig. 18. — Retail prices of the several varieties offered in East Bay cities showed 
 considerable variation from week to week. (Based on table 102.) 
 
Bul. 501] 
 
 Marketing California Apples 
 
 145 
 
 Variation Due to Retail Medium. — A third factor influencing retail 
 price variations was the retail medium. Retail stores of different 
 types apparently charge different prices for the same variety and 
 quality of apple because of certain characteristics inherent in their 
 organization. Chain stores and independent retail stores generally 
 charged higher prices than fruit stores. This is illustrated in table 
 
 TABLE 103 
 
 Average Weekly Prices for Gravensteins of Good and Poor Quality* in 
 
 Different Types of Stores in San Francisco and East Bay 
 
 Cities, July 17 to October 30, 1929 
 
 
 Type of store 
 
 Date 
 
 Chain and inde- 
 pendent 
 groceriest 
 
 Fruit 
 stores 
 
 July 17 
 
 8.6 
 8.7 
 8.0 
 8.5 
 7.5 
 7.6 
 7.6 
 7.0 
 6.9 
 6.7 
 4.0 
 6.9 
 5.1 
 
 7.2 
 
 24 
 
 7.3 
 
 31 
 
 6.4 
 
 Aug. 7 
 
 7.1 
 
 14 ' 
 
 7.4 
 
 21 
 
 7.4 
 
 28 
 
 6.3 
 
 Sept. 4 
 
 7.3 
 
 11.. . 
 
 5.4 
 
 18. .. 
 
 7.1 
 
 25 
 
 5.9 
 
 Oct. 2 
 
 6.6 
 
 9 
 
 6.8 
 
 16.. .. 
 
 5.2 
 
 23 
 
 5.7 
 
 30.. .. 
 
 5 2 
 
 
 
 *In computing the averages, prices for poor quality apples were adjusted to put them on a good 
 quality basis. Fancy quality was not included in the average because it was so infrequent in the chain 
 and independent groceries as compared to the fruit store. 
 
 ■(There was so little difference in prices between chain and independent stores that the prices are 
 combined. 
 
 103. It was only toward the end of the Gravenstein season when the 
 quality of the apples was generally lower that the chain and inde- 
 pendent grocery stores sold at lower prices than fruit stores. No 
 doubt this situation is due to the fact that a fruit store must secure 
 patronage by handling high quality at favorable prices. Chain and 
 retail grocery stores are able to attract customers by leads in other 
 commodities and are able to dispose of fruits at somewhat higher 
 prices. This conclusion is supported by data obtained on the quality 
 of fruit handled by the various types of stores. Table 104 shows the 
 percentage and number of times Gravenstein apples of fancy, good, 
 and poor quality were reported in San Francisco and East Bay cities. 
 
146 
 
 University of California — Experiment Station 
 
 Here it is shown that fruit stores and public stalls handled better qual- 
 ity apples than chain and independent grocery stores. 44 Hence top 
 quotations for apples in chain and independent grocery stores are for 
 apples of good quality while top quotations on apples at fruit stores 
 and public stalls are for apples of fancy quality. 
 
 TABLE 104 
 
 Number of Times Gravenstein Apples Grades of Fancy, Good, and Poor 
 
 Quality Were Reported in Various Types of Stores, 
 
 July 17 to October 30, 1929 
 
 
 Quality 
 
 Store type 
 
 Fancy 
 
 Good 
 
 Poor 
 
 Total 
 
 
 Number 
 
 5 
 
 19 
 81 
 25 
 
 Per cent 
 
 4.5 
 11.0 
 38 
 36.8 
 
 Number 
 
 63 
 117 
 91 
 34 
 
 Per cent 
 
 56.2 
 67.6 
 42.8 
 50.0 
 
 Number 
 
 44 
 37 
 41 
 
 9 
 
 Per cent 
 
 39.3 
 21.4 
 19.2 
 13.2 
 
 Number 
 
 112 
 173 
 213 
 
 68 
 
 Per cent 
 100 
 
 Independent 
 
 Fruit 
 
 100 
 100 
 
 Public stall 
 
 100 
 
 
 
 The Effect of Consumers' Buying Habits on Retail Prices. — The 
 consumer buys apples in small lots (table 41, page 61). Hence retail- 
 ers attempt to name a price for a quantity which suits the consumer 's 
 convenience. In doing so they have apparently chosen the 25-cent 
 quotation as one of popular appeal and have varied the quantity sold 
 at this quotation in accordance with wholesale prices for the several 
 varieties of apples. 
 
 The frequency of the 25-cent quotation at retail stores is shown 
 in table 105. For the sake of convenience and to bring out this point 
 more clearly the quotations are referred to as 'card prices.' A 'card 
 price' does not specify the quantity sold at that price but merely 
 indicates the price at which sales were made. Here it is shown that the 
 frequency of" card prices of approximately 25 cents or less, for varie- 
 ties such as Gravenstein, Bellflower, Jonathan, and Newtown, which 
 are sold principally by the pound, range between 70 and 85 per cent 
 of all card prices. Even for varieties such as Delicious and Spitzen- 
 burg, which are often sold by the dozen or by the piece, the 25-cent 
 card price occurs frequently. 
 
 The 25-cent quotation appears to be common in the retailing of 
 apples not only in California cities but in other cities. Jefferson, 45 
 
 4 * Preliminary analysis of similar data on retail prices of other varieties and 
 for other cities shows the same situation to prevail. 
 
 45 Jefferson, Lorani P. The market outlet for Massachusetts apples. Massa- 
 chusetts Agr. Exp. Sta. Bui. 231:13. 1927. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 147 
 
 in discussing- the marketing' of Massachusetts, states : ' ' Retailers re- 
 ported that the customer seems to prefer to purchase 25 cents worth 
 even though a better bargain be offered at slightly different amounts. 
 For instance, more apples will be sold if 5 pounds are given for 25 
 cents than if 6 pounds are offered for 28 cents. It is reported by 
 retailers .that a real bargain at more than 25 cents or less than 25 
 cents will cause a falling off in volume of sales, whereas a reduction 
 of the number of pounds offered for 25 cents will not materially affect 
 the number of sales." 
 
 TABLE 105 
 
 Frequency of Card-Price Quotations for Apples in the San Francisco and 
 East Bay Cities; July 17 to October 30, 1929 
 
 
 Variety 
 
 Card price 
 
 Gravensteins 
 
 Bellflowers 
 
 Jonathans 
 
 Newtowns 
 
 Delicious 
 
 Spitzenburg 
 
 Less than 25 
 cents 
 
 25 to 29. 9 
 cents 
 
 30 cents and 
 
 Num- 
 ber 
 
 221 
 
 277 
 84 
 
 Per 
 cent 
 
 38.0 
 
 47.6 
 
 14 4 
 
 Num- 
 ber 
 
 59 
 
 116 
 
 51 
 
 Per 
 cent 
 
 26.1 
 
 51.3 
 
 22.6 
 
 Num- 
 ber 
 
 59 
 
 112 
 
 72 
 
 Per 
 cent 
 
 24.3 
 
 46.0 
 
 29.1 
 
 Num- 
 ber 
 
 30 
 
 68 
 
 36 
 
 Per 
 cent 
 
 22.4 
 
 50.8 
 
 26.8 
 
 Num- 
 ber 
 
 12 
 
 17 
 
 18 
 
 Per 
 cent 
 
 27.3 
 
 38.6 
 
 34.1 
 
 Num- 
 ber 
 
 9 
 
 20 
 
 17 
 
 Per 
 cent 
 
 19.5 
 
 43.5 
 
 37.0 
 
 
 
 Total 
 
 582 
 
 100.0 
 
 226 
 
 100.0 
 
 243 
 
 100.0 
 
 134 
 
 100.0 
 
 44 
 
 100.0 
 
 46 
 
 100.0 
 
 The effect on fluctuations in retail prices of the tendency on the 
 part of retailers to name prices centering around the 25-cent quotation 
 is shown in table 106. Mean or average prices for Gravenstein apples 
 are contrasted with modal prices, or prices which occur most fre- 
 quently. These modal prices rise or decline less frequently than aver- 
 age prices. This is due to the fact that the majority of retailers do 
 not raise or lower prices with every change in the wholesale price. 
 Retail prices for Gravensteins started the season at 10 cents a pound, 
 but soon declined to 8% cents a pound or 3 pounds for a quarter. 
 The next decline in retail prices was to 6^ cents a pound or 4 pounds 
 for a quarter. 
 
 It will also be noted from table 106 that average retail prices at 
 Los Angeles showed a wider fluctuation than did average prices in 
 San Francisco and East Bay cities. However, modal prices, though 
 differently timed, were at approximately the same level. 
 
 Retail Margins. — It was noted in "Retailers' Operations and Prac- 
 tices" (page 71), that between 20 and 35 per cent was the gross 
 
148 
 
 University of California — Experiment Station 
 
 margin of profit (more correctly a percentage price spread) consid- 
 ered necessary by most retailers for handling apples. Los Angeles 
 retailers were inclined to name a higher margin than retailers in other 
 sections. The actual percentage price spread realized in handling 
 Gravenstein apples varied between 15 and 50 per cent. (See table 
 107 and fig. 19.) For the greater part of the season retailers in Los 
 Angeles obtained a gross margin or spread of 30 to 40 per cent of 
 
 TABLE 106 
 
 Mean and Modal Prices for Gravenstein Apples at Retail in San Francisco, 
 East Bay Cities and Los Angeles, July 17 to October 30, 1929 
 
 
 San Francisco and East Bay cities 
 
 Los Angeles 
 
 Date 
 
 Mean 
 
 Mode 
 
 Mean 
 
 Mode 
 
 July 17 
 
 cents per pound 
 9.4 
 7.8 
 7.9 
 8.0. 
 7.5 
 7.8 
 7.7 
 7.5 
 6.7 
 7.0 
 6.7 
 7.4 
 5.9 
 6.0 
 5.7 
 5.2 
 
 cents per pound 
 10.0 
 8.3 
 8.3 
 8.3 
 8.3 
 8.3 
 8.3 
 6.2 
 6.2 
 6 2 
 
 cents per pound 
 12.5 
 12.2 
 10.8 
 
 9.2 
 
 8.4 
 
 7.0 
 
 6.2 
 
 6.3 
 
 7.5 
 
 cents per pound 
 
 24 
 
 10 
 
 31 
 
 Aug. 7 
 
 10.0 
 8.3 
 
 14 
 
 8.3 
 
 21 
 
 8.3 
 
 28 
 
 6.2 
 
 Sept. 4- 
 
 11 
 
 5 
 8.3 
 
 18 
 
 
 25 
 
 
 Oct. 2 
 
 
 9 
 
 
 16 
 
 
 23 
 
 
 30 . 
 
 
 
 
 retail prices. On the other hand, retailers in San Francisco and the 
 East Bay cities realized a spread of between 20 and 30 per cent 
 during most of the Gravenstein season. Thus actual spreads obtained 
 in the two districts were approximately what the retailers considered 
 necessary. See " Gross Margin of Profit Considered Necessary in 
 Handling Apples" (page 71). Since actual retail prices were com- 
 pared with officially reported wholesale prices the spreads obtained 
 by individual retailers may be greater or less than those reported 
 above, owing to the fact that some retailers, particularly those who 
 are in a chain organization, purchase their supplies at lower prices 
 than the reported wholesale price by making contacts with shippers, 
 or by buying in carload lots. On the other hand, those who purchase 
 from wagon jobbers may obtain smaller spreads than are indicated. 
 
Bul. 501] 
 
 Marketing California Apples 
 
 149 
 
 TABLE 107 
 
 Retailers' Spreads in Handling Gravenstein Apples in San Francisco and 
 East Bay Cities and Los Angeles 
 
 
 San Francisco and East Bay cities 
 
 Los Angeles 
 
 Date 
 
 Retail 
 price* 
 
 Wholesale 
 pricet 
 
 Price 
 spread 
 
 Per- 
 centage 
 
 price 
 spread 
 
 Retail 
 pricej 
 
 Wholesale 
 pricef 
 
 Price 
 spread 
 
 Per- 
 centage 
 price 
 spread 
 
 July 17 
 
 cents 
 
 per pound 
 
 13.0 
 
 9.2 
 10.6 
 
 9 5 
 
 9.3 
 10.1 
 
 9.6 
 
 8.5 
 
 9.2 
 
 8.2 
 
 7.9 
 
 cents 
 per pound 
 6.9 
 6.9 
 7.2 
 7.2 
 6.9 
 7.2 
 7.2 
 7.2 
 7.2 
 6.6 
 6.6 
 
 cents 
 per pound 
 6.1 
 2.3 
 3.4 
 2.3 
 2.4 
 2.9 
 2.4 
 1.3 
 2.0 
 1.6 
 13 
 
 Per cent 
 
 47.0 
 25.0 
 32 
 24.2 
 25.8 
 28.7 
 25 
 15 3 
 21.8 
 19.5 
 16.5 
 
 cents 
 per pound 
 12.5 
 12.2 
 10.8 
 
 9.2 
 
 8.4 
 
 7 
 
 6.2 
 
 6.3 
 
 7.5 
 
 cents 
 per pound 
 8.5 
 7.5 
 6.5 
 5.75 
 5 
 3.5 
 4.25 
 4.0 
 5 25 
 
 cents 
 per pound 
 4.0 
 4.7 
 4.3 
 3.45 
 3.4 
 3.5 
 1 95 
 2.3 
 2.25 
 
 Per cent 
 32.0 
 
 24 
 
 38.5 
 
 31 
 
 39.8 
 
 
 37.5 
 
 14 
 
 40.5 
 
 21 
 
 50.0 
 
 28 
 
 31 5 
 
 Sept. 4 
 
 36.6 
 
 11 
 
 . 30 
 
 18 
 
 
 25 
 
 
 
 
 
 
 
 
 
 
 *Data from table 101, column 1. 
 
 tData from Daily Market News Service Reports. Bur. Agr. Econ. San Francisco and Los Angeles, 
 California. 
 
 JData from table 106, column 3. 
 
 RETAILERS' SPREADS PREVAILING ON GRAVENSTEIN APPLES, 
 JULY TO SEPTEJSLBER, 1929 
 
 Los Angeles 
 
 San Francisco And East 5au, Cities 
 
 i i i i I 
 
 17 24 31 
 JULY 
 
 7 14 21 28 
 AUGUST 
 
 15 
 
 Prices 
 
 
 c 
 8'° 
 
 a 
 
 ^ S V S » R«4ail Price 
 
 
 L 
 
 a 
 
 ^^^. ^^^- 
 
 
 42 5 
 
 c 
 
 ^"^^,^^—WkolcKi 
 
 I. Price . 
 
 o 
 
 " 1 1 I 1 1 
 
 1 
 
 31 7 M 21 
 
 AUGUST 
 
 o 
 
 T SO 
 
 
 Price and percentage spreads _ 
 
 
 \\ 
 
 
 
 |40 
 
 
 
 V 
 
 
 Ak 
 
 
 1- 30 
 
 \ 
 
 
 
 -20 
 
 
 
 ^Avy^^ 
 
 <D 
 
 
 
 * **> 
 
 ° 10 
 
 
 
 
 L 
 
 
 
 
 0) 
 Q. O 
 
 
 1 
 
 1 1 1 1 1 1 1 
 
 24 
 JULY 
 
 7 14 21 
 AUGUST 
 
 Price and 
 Percentage spreads 
 
 J I I L 
 
 17 24 31 
 JULY 
 
 7 14 21 
 
 AUGUST 
 
 Fig. 19. — The difference or spread between retail and wholesale prices may be 
 expressed in cents per unit or in per cent of retail price. In the lower portion 
 of the above figure both methods are used. 
 
150 University of California — Experiment Station 
 
 The percentage margin or spread must not, however, be confused 
 with the margin or spread in cents per pound. In table 107 and 
 figure 19, the spread is also shown in cents per pound. This varied 
 from approximately 1% cents a pound to 6 cents a pound. It will 
 be noted that the spread in cents per pound (price spread) declined 
 as the Gravenstein season progressed. In Los Angeles, the fall in 
 spreads accompanied the decline in both retail and wholesale prices. 
 The same situation prevailed in the San Francisco and East Bay 
 cities but the decline in wholesale prices was not as marked as in 
 Los Angeles. 
 
 There is a tendency for retailers to seek to maintain spreads at 
 about a constant amount per sale. To the extent that they can do 
 this the percentage of spread to retail price will rise as retail prices 
 fall. This situation was found to exist especially in the Los Angeles 
 market (table 107 and fig. 19). The tendency for the percentage 
 price spread to rise as prices fall has been shown to prevail in the 
 retailing of certain other perishable commodities. 46 
 
 ACKNOWLEDGMENTS 
 
 The authors are indebted to representatives of various agencies 
 for information upon which this bulletin is based. 0. W. Holmes, 
 Marketing Specialist of the Bureau of Agricultural Economics, San 
 Francisco, California, made available to the authors data on cold- 
 storage holdings. Dr. 0. C. Stine of the same bureau at Washington, 
 D. C, furnished data to complete price series. B. H. Critchfield, in 
 charge of the California Division of Markets; E. C. Merritt, Manager 
 of the Sebastopol Apple Growers Union; J. R. Durbin, Manager of 
 the Gravenstein Apple Growers Cooperative Association, and H. A. 
 Legault, of the Stewart Fruit Company gave the authors access to 
 important price data. E. R. French of the Food Marketing Research 
 Council; W. C. Hackleman, E. E. Conklin, K. S. Branch, G. R. Blunt, 
 and W. H. Steinbauer, all of the Market News and Food Products 
 Inspection Service, gave special assistance in the surveys of eastern 
 markets. Farm advisors, horticultural commissioners, agricultural 
 high school teachers, and secretaries of chambers of commerce, col- 
 lected and reported retail prices. 
 
 H. A. Weinland, Farm Advisor of Sonoma County, and H. L. 
 Washburn, Farm Advisor of Santa Cruz County, assisted in making 
 the survey of shippers' operations and practices. 
 
 46 See discussion by Erdman, II. E. American product markets, p. 367-374. 
 D. C. Heath & Co., Chicago. 1920. 
 
Bul. 501] Marketing California Apples 151 
 
 Martin H. Blank, Assistant in Agricultural Economics; L. D. 
 Mallory, Research Assistant in the Division of Agricultural Econom- 
 ics, and A. H. Bledsoe, senior student in the College of Agriculture, 
 assisted in the collection and analysis of the data. Mrs. Ruth Howe, 
 Research Assistant in Agricultural Economics, assisted in the analysis 
 of data collected in the consumer and retail price surveys. 
 
 Credit is also due to C. H. Beasley of the State Department of 
 Agriculture; Edwin W. Gaumnitz and George K. York of the Cali- 
 fornia Division of Markets ; Wesley 0. Ash of the United States 
 Department of Commerce ; Ralph H. Taylor of the Agricultural Leg- 
 islative Committee of California ; W. P. Allewelt of the United States 
 Department of Agriculture ; E. E. Everhart of the California Develop- 
 ment Association, and E. J. Faul, Secretary of the Watsonville Apple 
 Growers and Packers Association, for assistance in planning and 
 conducting this study. 
 
 To Homer Harris, Secretary of the Associated Produce Dealers 
 and Brokers of Los Angeles; 0. W. Holmes, Marketing Specialist of 
 the Bureau of Agricultural Economics at San Francisco, California, 
 and F. W. Kroll of the firm of Jacobs, Malcolm, and Burtt of San 
 Francisco, California, the authors wish to express their appreciation 
 for the reading and criticism of the part of the manuscript covering 
 the survey of wholesalers' and jobbers' operations and practices. 
 
 13m-12,'30