Business: Fustest with the Freshest

When California fruit & vegetable farmers decided to try shipping by air to the East Coast, they needed a man who understood both marketing and aviation. They got such a man in 42-year-old Ralph Myers, produce farmer and private flyer of Salinas, Calif., who delights in flamboyant frontier clothes and his nickname "Cocky."

Last week, after an eight-month test (30 planeloads), Cocky Myers reported back to the United Fresh Fruit & Vegetable Association what he had found out.

His most important discovery: U.S. housewives will cheerfully pay more to get fresher, tastier food. When prices were up to only 10¢ a lb. more...

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