FRUIT MARKETING

Wairarapa Times-Age, 9 May 1940, Page 8

FRUIT MARKETING

PROGRESS OF GOVERNMENT’S SCHEME SALE OF APPLES AND PEARS. COMMENT EY DIRECTOR. (By Telegraph—Press Association.) WELLINGTON. This Day. In an interview the Director of Internal Marketing, Mr. F. R. Picot, made several comments concerning the progress of the Government’s marketing scheme for apples and pears. “Owing to 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, 1 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 be said that the glut position has passed. x "During the flush of the season apples, were, of course, in very heavy supply, and 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 uneconomic level 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 connection that this particular line consisted of a very limited number of cases which could practically be counted cn 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 an artifically high price. I "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 Gravenstcin, 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 I reasonably throughout New Zealand. Finally, that well-knownand 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.

1 "During the height of the season a very strenuous effort was made through various advertising appeals to develop the case lot trade to consumers. and with the assistance and cooperation of the fruit retailers throughout the country, this effort was cai--ried out to a very successful conclusion, and a high proportion of most desirable fruit was disposed of in this way.

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 realised that supplies were likely to fall oil and it was probable that prices would rise as a result, the Department isued some weeks ago, a special advertisement pointing out that the case-lot price of ss. 6d. per 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 4s. Gd. to 7s. per 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 intersting to note that the quality of the fruit which has been marketed this year is, on the whole, much superior to that sold formerly. This is due to the improved methods of standardisation 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 buyens 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.