MARKETING EGGS AND POULTRY 335 



ing it. A study must be made of egg quality. The differ- 

 ence in quality of eggs and the factors affecting the quality 

 must be clearly demonstrated to the producer and con- 

 sumer alike. When the former understands fully that the 

 egg is a perishable product and that 15 to 20% of the real 

 value of the egg is lost in the handling under present 

 marketing methods ; in other words, that the quality of the 

 egg varies to this extent, it will not be very long before the 

 producer sets about rectifying this great marketing blunder. 

 He will set about improving the quality. 



In the next place there must be developed a greater com- 

 munity of interest among the producers, in other words, co- 

 operation. If the business is going to continue to be a busi- 

 ness of small producers it is imperative that they get to- 

 gether to the extent at least that regular guaranteed ship- 

 ments may be made in sufficient quantity, if the direct 

 method of selling is to be followed. 



If, on the other hand, the indirect method is to be fol- 

 lowed, that is, selling the product through dealers instead 

 of shipping direct to consumers, then the producers should 

 co-operate to the extent of compelling the dealers to modify 

 or reform their methods of buying. Egg production is a 

 part of a well regulated system of diversified farming, and 

 if this system of farming is to be permanently successful 

 there must be a greater community of interest developed. 



Indirect Selling. Two distinct methods are followed in 

 marketing poultry products. They may be called direct and 

 indirect. The indirect route varies somewhat in length 

 or efficiency. Shipping to the retailer comes nearest 

 to the direct method in efficiency. The most indirect way 

 is where the producer sells to the huckster, the huckster to 

 the local store or shipper ; the latter to the commission man 

 in the city, who sells to the jobber, and the jobber to the 

 retailer, the eggs finally reaching the consumer from the 



