APPLE SUPPLIES

Dominion, Volume 33, Issue 191, 9 May 1940, Page 11

APPLE SUPPLIES

Statement By Director Of Marketing

END OF GLUT SEASON ‘■Because of the interest that has been created in the apple and pear marketing scheme, which was initiated following the advent of war at the request of the orchardists of the Dominion, I would like to say that while the market prices are not likely to rise a great deal, we have reached a stage where it can bo said that the glut position has passed,” said Mr. F. Picot, Director of Internal Marketing, yesterday.

“During the flush of the seasou apples were, of course, in very heavy supply,” said Mr. Picot, “aud accordingly the price on the market fell to a very -low level—in fact, to a level which was far below the production costs as paid by the Government to the producer. It was, therefore, inevitable that as soon as supplies began to ease off the price would tend to rise, and this must, of course, invariably follow where prices have "been forced down to an uueconomlcilevel as a result of glut conditions. “Recently my attention was drawn to'a sale of Cox’s Orange apples which was made in Wellington, where the price reached an absurdly high level, but I. would like to point out in this connexion that this particular line consisted of a very limited number of cases which could practically be counted on the fingers of the hand. This variety was, in fact, an out-of-season line. Consequently, it was natural that competition for these few cases by the fastidious buyers would inevitably result in au artificially high price.

“While briefly mentioning this particular variety, it may be of interest to outline the sequence of the betterknown apples as they come on to the market. The first variety is the Gravenstein, which is ready for the market during January and is usually available to the public in that month and February. The Cox's Orange follows, and its selling period runs during late February and March. The next principal varieties are the Delicious and Jonathan —lines that are now selling so reasonably throughout New Zealand. Finally, that well-known and popular brand, the Stunner, will become available. This is a firm-fleshed apple of splendid keeping qualities, usually on sale during the second half of the year. Case Lot Trade. “During the height of the season,” said Mr. Picot, “a very strenuous effort wag made through various advertising appeals to develop the case lot trade to consumers and w T ith the assistance and co-operation of the fruit retailers throughout the country, tiiis effort was carried out to a very successful conclusion, and a high proportion of most desirable fruit was disposed of in this way. t . "By special arrangement with the retailers, the department was able to fix and announce a price for such case lots delivered to the home, but when it was realized that supplies were likely to fall off and it was probable that prices would rise as a result, the deliartment issued some weeks ago a special advertisement pointing out that the case-lot price of 5/6 a case could only be maintained for a few days, after which it was obvious that a firming in values would take place. Nevertheless, even at today’s prices, which range from 4/6 to 7/- a case, wholesale, for varieties in season, apples are not dear, and I notice in most retail shops that this fruit can be purchased at reasonably low prices. Cookers have also been particularly cheap this year, because of extra quantities on the local market which are normally exported. "It is also interesting to note,” said Mr. Picot, “that the quality of the fruit which has been marketed this year is on tlie whole much superior to that sold formerly. This is due to the improved methods of standardization which have been adopted under the Government’s marketing and grading plan, and it is very gratifying indeed to know that this development has created so much favourable comment from retailers, wholesalers and consumers throughout the country. Not only has this enabled buyers to purchase their requirements with confidence, but it has also given that-measure of protection to the consumer which is so essential to maintain his goodwill.”