STUDIES IX E(;c;- MARKETING 791 



the eggs will not keep so well. As regards humidity, the ideal 

 figure is held to be 74. When the air is drier than this it will 

 :i shrinkage. If it is more damp the eggs tend to become 

 moldy. The extreme dampness of the old ice-house system of 

 Aether with its poorly regulated conditions of temper- 

 ature inevitably led to great losses, the risk of holding eggs was 

 correspondingly increased, and few dealers ventured to store any 

 considerable number. This necessarily reacted upon the condi- 

 tions of the market. It meant that the great bulk of eggs would 

 be unloaded during the spring and summer months when eggs 

 were relatively plentiful and that the price of eggs during these 

 seasons would be correspondingly low. It also meant that there 

 would be a dearth of eggs during the winter season when eggs 

 were relatively scarce and when no extensive reserve fund was 

 available to draw on. The resulting high price during the winter 

 season stood out in marked contrast with the ruinously low prices 

 characterizing the season of plenty. 



\Ye are now in a position to appreciate the general effect of 

 the early mechanism of egg-marketing. Our analysis thus far 

 has shown that the farmer had no inducement under the early 

 method to furnish a superior quality. On the other hand, the 

 early system put a premium on inferior quality furnished from the 

 farm. The system in vogue placed the farmer who was careless 

 or dishonest on a par with men who were reliable and painstaking 

 in the care of the products furnished. \Ve have also seen how 

 the country merehant was induced to adopt this early method. 

 Taken In g handling to him meant a direct loss. Used as a 



I to other business, however, it was found profitable. Looked 

 in the standpoint of the present day accountant, the egg 

 business of the country merchant would undoubtedly be charged 

 up mainly to advertising. The country merchant wanted to hold 

 his customers. Even though he knew that a number of e^ 

 a farmer's basket were unlit lor use. he \\nuld nevertheless take 

 them in at the market price in order to retain the good will of 



rmer. The country merchant also wanted to atti.u 1 

 customers. Mis practil e Q full price regardless of s 



therefore, Ixv.ime To the farmer it became virtuous to 



