FRUIT-DISTRIBUTION.

New Zealand Journal of Agriculture, Volume VI, Issue 4, 15 April 1913, Page 383

FRUIT-DISTRIBUTION.

William C. Hyde.

A , Possible Revolution in Local Marketing.

Considerable attention has been given to the 'production .of highgrade fruit—the selection of the land, methods of culture, combating of disease and pests, storing the crop, and the grading and packing of • the fruit. All these details 'have formed the subjects of articles, discussions, and demonstrations, in order that the produce may be grown to perfection and packed in ' a clean and an attractive manner. The fruit having been successfully produced and properly . prepared for market, the commercial fruitgrower naturally looks for a return to cover interest, labour, and cost of material. Thus we arrive at the . second important phase of —distribution, a subject that is. made increasingly difficult owing to the perishable nature of the produce. Adequate return for patience, energy, and ■ skill ‘ expended on production depends almost entirely on a wise and carefully organized distribution. Attention to this subject is the more pressing, in view of the rapidly extending nature of the industry, which is attracting many people and much capital- at the. present time.

That an , ample demand for fruit exists is undoubted, but that a ■carefully, organized system of distribution is necessary in order to supply that demand effectively is not generally recognized. Precedent often has been kind and generous, and a false sense of security has in many cases been thus established, the slowly changing circumstances being ■often overlooked and sometimes altogether ignored.

The subject of distribution may be classified under two headings (1) export, (2) domestic; and the latter again under (a) by means of ■agents, (b) direct to the consumer. ' There is no doubt all these means are necessary, and to be effective each must be organized to a fine ■degree i.e., by the removal of every obstruction that hinders the steady ’flow of the product in the direction of the demand.

Referring to that important part of the general scheme of distribution coming under the heading of “ Direct Fruit-supply to Consumers within the Dominion,” valuable parcel-post facilities have been afforded by the ■ organization recently completed by the Postal Department, which came into force on the Ist January of this year. . By means of

this the carrying services—-postal, railage, shipping, and cartagehave been induced to co-operate and work under fixed standard rates, with the prospect of an extension of the scheme in the future as soon, as circumstances warrant it.

A fresh-fruit supply is becoming a growing need in the households of the people of to-day. Experience has long since proved that there is a very large- number of consumers desirous of getting periodical supplies direct from the grower, and so securing the advantages immediately apparent when the perishable nature of 'the goods concerned is taken into consideration.- Whilst this trade has been cultivated by many growers and has assumed considerable dimensions, it has , been seriously interfered . with (1) by the heavy freight charges and delayed delivery that were unavoidable when small consignments had to be dealt with and such consignments had to be transhipped ; (2) by the • correspondence and book-keeping, which entailed a ' heavy drain on the resources of the grower, at a time, too, when these resources are tested to the utmost : the harvest-time. The first disability discouraged the consumers and reduced this form of distribution to a minimum ; the second discouraged the growers and thus further hampered this desirable direct trade. These drawbacks have now been entirely removed by the organization above referred to. By consigning fruit on the railway by “ Parcels ” it is given the utmost despatch, and, with rare exception, a case of fruit can be consigned from any railway-station in the Dominion and delivered to the house of the consumer in the largest centres of the same Island for 9d. or Is., according to the size 'of the case. If it- has to go “ oversea,” and transhipment is necessary, .it can be “ booked through ” in one consignment-note at standard rates that are but a fraction of those that ruled previously, and, what is as valuable, time in transit has been reduced in equal degree. Correspondence and Bookkeeping on the part of the grower have . been almost obliterated by the “ fruit-order coupon ” system of the Post Office, or, in other words, the. “ cash-with-order ” method, of sending fruit through the Post Office from producer to consumer direct. The freights being assessed by a competent clerk, and the whole order having his supervision, errors in ordering are being reduced, to a minimum. Ripe stone-fruits (apricots,, peaches, and cherries) ■ have been sent under the above system from the centre of the North Island to Otago, and vice versa, and have been delivered within forty-eight hours in excellent condition. Consumers and growers alike have expressed and shown practical appreciation of .these facilities, though not, in the case of the grower particularly, to the immediate extent expected. The new regulations, however, were only published in the middle of the stonefruit season — \ busiest period in the growers’ calendar, a . period that does not permit time to reorganize, and, indeed, when contracts i- and arrangements’ have often .

already been made for the distribution of the crop. It is most desirable that growers should, in their own interest, thoroughly test this scheme at the earliest opportunity in order that the facilities provided may be continued, and, if necessary, gradually moulded to fit the circumstances. It should be recognized that the first move in this direction is to advertise, either by circular or in the newspapers. Inquiries made by consumers have indicated the demand along these channels, but they have been unable to take advantage of the system because "they did not know the classes ,of fruit available, definite sources of supply,, and: the prices demanded. Investigation has also revealed the fact that fruitgrowers’ associations generally are not yet sufficiently united to operate under the scheme, and that the work must, be done by individuals, but doubtless this condition will not last-much longer. May the time soon come when the advantages ■of co-operative marketing will 'be recognized as they should be, and when the innumerable brands, grades, and cases are simplified and standardized,. so that the goods may be given that cheaper and quicker despatch so necessary fin successful fruit-distribution, and consequently profitable production: 5