Earlier quoted context omitted.
The new crop will be grapes of wrath
The works of the roots of the vines, of the trees, must be destroyed to keep up the price, and this is the saddest, bitterest thing of all. Carloads of oranges dumped on the ground. The people came for miles to take the fruit, but this could not be. How would they buy oranges at twenty cents a dozen if they could drive out and pick them up? And men with hoses squirt kerosene on the oranges, and they are angry at the…
Deflation is an opportunity cost to running a business. If you can earn x% from sitting on your money, then any business activity must earn more than x% before you consider the investment. The easiest way to raise the return on investment to match the opportunity cost is to sell at a higher price, but remember, you have deflation, so you can't pass on the cost to the consumers. Supply must shrink until the price is high enough to justify production again.
Reducing the supply of products also shrinks the demand for labor that is used in the production process, leading to more unemployment with sticky prices or reduced income with flexible prices. Reduced income means people have less money to buy products, which means producers see a lack of demand and reduce production even further. The downward spiral feeds itself.
Deflation is bad because it has acute symptoms. Inflation is the least bad option, because it's a manageable slow burn. Of course with acute symptoms you will see more action towards fixing the problem, whereas with a slow burn humans tend to drag it along forever.