424 MARKETING THE PRODUCTS 



If one has a large output and can ship through a commission 

 house which makes a specialty of high-grade products, he can 

 usually secure prices much above the market quotations, pro- 

 vided his shipments are always regular and of high quality. Most 

 commission houses are on the alert for such products and will 

 give the shipper the best of service. 



The exact market to select depends, then, upon the amount 

 and character of products for sale. The wholesale market is best 

 adapted to poultry enterprises with a large and regular output, 

 which are located at a considerable distance from the point of 

 distribution and consumption. The retail trade, on the other 

 hand, is especially suitable for the poultryman with a limited 

 supply of good products. He can create a strong demand for these 

 products at such a price as to yield a profit on his output. 



Relative Returns. Receipts and net profit are always much 

 higher when the products are sold direct to the consumer, although 

 the aggregate profits may not be great, owing to the limited de- 

 mand, hence limited sales. 



Returns, hence net profits, are lowest when the products 

 are sold at wholesale through commission houses; but, owing to 

 the great demand, there is more chance of a high total profit, 

 provided the shipments are large. The sale of products directly 

 to the retail store probably nets the highest selling price and the 

 largest revenue in proportion to the labor required in packing 

 and distribution. 



Where the producer can make a contract with prominent and 

 reliable retail stores for a fine product, the demand for his goods 

 among the patrons of that store, if in a large consuming centre, 

 will become almost limitless. This mode of marketing cuts out 

 two of the middle men through whose hands most products sold 

 at wholesale must pass, hence yields greater profit to the pro- 

 ducer and seller, and the product reaches the consumer more 

 quickly and in better condition. 



The following prices show the average received for eggs mark- 

 eted through the common channels of trade, and by direct selling. 

 These prices are merely comparative (from Perdue University) : 



Huckster 20 cents, trade. 



Grocer 23 cents, trade. 



Wholesale buyer 21 cents, cash. 



Retail trade 27 cents, cash. 



Fancy trade 4 30 cents, cash. 



