134 MARKETING AND THE MIDDLEMAN 



producer has much to lose and only a temporary advantage to 

 gain should he, when working cooperatively, artificially force 

 prices upward. The future welfare of the industry depends upon 

 increasing consumption. Abnormally high prices diminish con- 

 sumption, and the temporary profits due to abnormally high prices 

 stimulate overproduction, both of which effects seriously react 

 against the producer. Experience shows that cooperative selling 

 on the part of producers has in no instance put any unfair burden 

 on the consumer." 



Considering that cooperative marketing is on trial in California, 

 the Director gives these benefits which come to the consumer 

 through this form of marketing: 



Cooperative marketing stands for standardizing qualities, so 

 that only products fit to eat are allowed to go to market. 



Cooperative marketing stands for intelligent and more economic 

 production, so that the cost of production is lessened. 



Cooperative marketing stands for better packing so that prod- 

 ucts reach the consumer in better condition. 



Collective marketing plans for collective buying of all things 

 needed in production and in preparing products for market, thus 

 again lessening costs. 



Cooperative marketing stands for eliminating wastes in the 

 cost of distribution. 



Cooperative marketing spells the death-knell of speculation in 

 food products, thus stabilizing prices. 



Cooperative marketing means making national advertising 

 possible, such as has been done by the Citrus Growers Association 

 and the California Associated Raisin Company, which have 

 enormously increased the consumption throughout the country 

 for these California products, thus greatly adding to the prosperity 

 of California and to its people. 



The consumer must inevitably fall heir to his fullest share of 

 all these savings, benefits, and advantages, as has been demon- 

 strated in the California citrus industry, the raisin industry, the 

 peach industry, the almond industry, the walnut industry, and 

 others, not any of which movements have ever put one cent of 

 unfair burden on the consumer; but, on the contrary, have been 

 the means of furnishing him with products, the best of their kind, 

 at the lowest prices. 



Functions of a State Market Director. The director, after 

 study and experience, decides that the functions of a State Market 

 Commission should include the following duties and functions: 



