THE APPLE MARKET.

Colonist, Volume LVII, Issue 14160, 26 April 1916, Page 7

THE APPLE MARKET.

, ..- ... .<» —- — SOAIE INTERESTING SUGGESTIONS

the Editor of "The Colonist.'')

Sir, —Since the exportation of apples is now made improbable by the shortage, of shipping, and having in view the large .interests at. stake, it is imperative that some .scheme be evolved, and quickly, whereby the apple growers inav be enabled to market their fruit.

Now this matter is one that can be solved by first of all acquainting the general public with the value cf apple's as food and, secondly,,by ensuring that the supply of apples be plentiful, constant and reasonably priced..

As a- firm specialising in the pushiiij?: of commprcial products thronph t'rlucational advprtisi;]!?, ive have oonsidored this question closolv, and would like to ni:ikc tho ioiiowiiiK Bugfve.stions ::s to what, in our opinion, would be the best means to stimulate demand. Wo say at once that educational advertising on a national scale, linked m> wif.li ir thorough and regular <\vsV;:; of distribution, is the key to the situation—skeleton plan of which is as !'.■•!-■ ;O".vs :-- ' , (!) Thr.t i;!)e opinion <r-f v.-ell-k-i.ov.-;1. 'nt-tVnvi.l men can he ohtaineri t/'^tifyj-vj-fco.tht- dietetic value of apples in health alii f'i'-.ease—same- to ho ;;"iv.er: vi^ publicity by Press, poster, booklet, andcircular. (2) That the. clemon-st.ratf«n> of the« er'.okoiy <'la-ssos at tho vai'ious' Ux.'iinieal coii'M^e-; be- instructed to prepare a series of vwip-es in which apples r.ro the isi£■;i:i constituent—sanio tr> ho collected and published throughout tlie Press of Xew Zi^;:i:rn>! a:.-: news matter. ('■?) A collary to the .stimulating o!' a I'lem.a.nd for 'Spplos is that ap]>lcs of appfoved quality sliall be readily ;n ailahlo throughout th.o -year; without this ;:rtv advertiping would h-o withnut i:u!l effect. Our .suggestion _ .is that s!i;>])lies be graded in tho wr'ir.us co.!iv,i os rind stored in cold changers, from whence they could he distrihute.d^ titrough ordinary trade channels as i'c(jin'red Tho grading should i>e d-sr.o by independent graders, preferably the i Government's culverts, and wrapped lin tissue i>a]ier, hoirinoc the name and | grade number, and sold at yet prices per grade. At least, this should be clone."with tho first grade of fruit, and iright be dispensed v/ith in the cl:ea.per grades, were tho cost too gi'!.«t. '4) Steiis r.houkl be t?.keu inirr.edia'teJv to ori'suvo tiio plentiful use of ■apples in fa) mihtar_y crimps. (b) (<o\-ernment institutions, (c) transport.s;, v-:3) for i:se of our soldier-; ;u- the. fror:i:. The difficulty of transport conkl be crr-.T-eomo S:CTe by usiug tonnage m (Governmoiit ships, c-'ofjod to ihe <arr:ago. o-i" commercial nivKiuce in tlie ordii'.ary irsiv of tr:-.:!o. IJjider thi-s her.-d^ -would come, .not gvAv the sii-p-?)iy of i'rer.Ji apples, but of anpie clc'er. dried a?yMo,-;, apple chntn.-.y/ and other prepared ;-.pp:e j-jrodiicfcs. '•ij) Ar; -touched upon in tlio ?.bove clause, v.-o t!:ink. that a -rplcndi. 1 de-r.-:.n:d rmilr! J)o made, hi Nev»; .Zealami for a. lorally pressed and i-'ermeutcd apple cider,' sold to tl-c public 'by a trnVle. name ("Anznc ■Cider." as a wugfestion and trndo niarJ;)* ..and gi\ar-; vit^ed by the Goverrimcint'<- ns to its.! pfif.Tt " r-ur:ty. The liquor trado j chims to ho faced with a -shortage, of j (;istillecl licivwrs, and ifv/oatld be dis-i Lii:ctly to the nublic .interest, wore a pure npnlo cider still or sparkling as j h'.pv be'^.n.bsbit-uted for tho whiskies and brandies of high alcoholic strongt-i. Viow sold in hotels. ■ (6) With sunsiiine «v.eh an attn-j i....i 0 r.r +.!,„ 'n-^vl-vin-i, irliv ' nr«ulfl not

evaporated? These dried apples need not compete with the fresh fruit as retailed, but could well be used for oxport to the troops, as being less bulky and nob requiring cold storage space. As regards the finance of this .schemo it occurs to us this could he arranged by an exci.se charge upon the. grower" at so much per caso, /■such amount to be subsidised £1 for £1 by the Government. We have in mind in this connection a campaign conducted by. the Greek Government some 10 years ago to market the surplus crop of Zanto currants io. England. The result of this cam-, paign was '.)o ■siioce. <i.si'i:j c-j.vt, inroad of beii/g, -3 5 originally ivitendeti, .-$ :ut.:'.. temporary relief, it re;ii;U-.'d ii.» - ;:-.••:•. maaent stimuhis to cv'.r:;-,nt c..n1J!.1'.v..----tion that has p;iid luim[-^r::e.!v ;,j:/. commercial veivture as well rjs ,v roiic: i to llhi ' immediate. sii\...:, :.i' v, ,;;■),:!; duct ion. j The sumo coiirso io coin.tartly f ■?.- lowed in America for p'ushiiig t!:e consumption of varioii-s fruits, ant!., .■■i:e"o systciiuitically conducted, has nhv'.u.-: jn-stilied its expenditure. | The appeals, to patriotism, to socket. Ito health, to the public iy-terest, ;ire so strong in the ca.se of our own that v.'c i'e-cvl convinced of its success.— •We arc etc., CHANDLER AND CO., LTD., Auckland, Christclnii'ch, Wfllington. and Dimedin.