STUDIES IN K(i(i MARKETING 821 



the product they handled was superior to the average shipments 

 sent to the larger cities. Although these difficulties have now 

 been entirely overcome, the Dassel farmers realize that it is nec- 

 essary to go slowly in building up a trade and that each locality 

 must work up its own market very carefully. Not only has the 

 regular market been established successfully among retailers, but 

 the surplus during the season of overflow has gone to jobbers at 

 a price not to exceed one cent per dozen below that received on 

 regular shipments. 



COMPARISONS AND CONCLUSIONS 



In comparing results under the direct and indirect methods 

 of egg-marketing it is important at the outset to consider the 

 expenses for services which are now required under the indirect 

 method and which do not appear in the list of charges under 

 the direct method. 



Important among these is the expense involved for storage. 

 \\V have seen how the shipment of regular supplies is made 

 to city retailers under the direct method and how surplus stock 

 during the spring months is prevented from demoralizing the 

 market with regular customers by resorting to the jobbers' trade. 

 This simply means that those employing the direct method find 

 it necessary to utili/e the indirect route during the critical season 

 of the year in order to protect their own method. By doing so 

 able to shift the responsibility of adjusting the unequal 

 distribution of supply at different seasons according to the regular 

 demands of the consumer. In this way the machinery which 

 handles products shipped under the indirect method is also called 

 upon to take care of tin- surplus stocks from the direct method. 

 Stated in other words, tin- whole expense of carrying over supplies 

 from seasons of plenty and redistributing them according to con- 

 sumers' wants at times of relative scarcity devolves upon the in- 

 direct method. As already explained, the invention utilized in 

 making this possible is that of cold storage. 



The services involved in cold storage under typical conditions 

 in the Twin Cities incur a carrying charge of two and one half 



