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JOHN F. WATSON
market and in readjusting varieties grown, packing methods and promotional efforts to meet the needs of the Domestic Market.”
This challenge from such a competent source coupled with our experience since the late thirties when exports to Europe were shut off would have given Virginia apple producers the needed, incentive to make every effort to market the 1950 apple crop intelligently. Yet, today it is difficult to find attractive Virginia apples in Vir-* ginia retail stores and the apple market is sluggish; --—— — 4 Why is it that Virginia retailers do not stock good Virginia apples? It is definitely not because they are not available. Our storages have many thousands of bushels- of good Virginia apples waiting for a market. The price is in line with the market for good fruit and much too close for comfort, to the cost of production. To make the answer to this .puzzling question all the more difficult we daily hear consumers complain that they are unabTe to buy good Virginia apples. A basic economic law is supply and demand. We have a supply of good Virginia apples, consumers claim they want good Virginia apples; then, why does the junk go into the retail outlets in place of the good Virginia apples in ample supply.
A very successful retailer tried to answer this question for us. Below is a summary of his principal points: ,
1. Most customers have difficulty in keeping within their food budget today. Although they claim they are taking for good Virginia apples they are also looking for bargains; for prewar prices. The cost of running a Tetail store has increased in proportion to coat of most itemu hence to sell apples at a price customer think they should be able to buy them means buying a cheap apple.
2. Competition among retailers is very keen. For one to buy apples at a cheaper price ’than another gives a terrific advantage. Hence, retailers are constantly getting stuck hoping to get good apples at a price as low or lower than competitors. This competitive factor keeps in business the shoddy operator who overfaces his pack of apples.
S. Good' apples are rarely the cheapest fruit; hence, the customer can get other fruits cheaper to balance the diet and apples cease to be a necessary item. Under these, conditions good apples are considered a luxury item. Experience has taught us that luxury items should be of very high quality. Virginia number one apples will not meet the requirements..
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