178 



Direct selling, aside from the public market, is an innovation, un- 

 tested, with many problems. 



The farmer wants to know: 



1. What the consumer wants. 



2. When and how to ship it. 



3. Who to ship to — dealers or private customers. 



4. Market supplies and storage facilities. 



5. Price standards. 



The consumer wants to know: 



1. What to buy. 



2. When and where to buy. 



3. His obligations in direct selling. 



4. Prices, market surplus and production conditions. 



There is no agency at present that can give the consumer this informa- 

 tion. Dr. King and Mr. Kates suggested day before yesterday that the 

 only possible solution of that problem was to have a municipal market 

 bureau that would give out this information. It is not an expensive 

 proposition. Under the present situation, the first step must come from 

 the city. Then there should be co-operation of the city with the country. 

 The farmer is on the defensive in this matter, because he can sell out his 

 place. He is doing it in a great many cases. Why is it? Because of this 

 unrest. They want to take a chance of getting increased values. The pub- 

 lic is interested in the eastern farms, and getting close to market. We are 

 building up a generation of younger farmers, who will take advantage of 

 a place near a large city. We must have the support of the city in better- 

 ing these conditions, which will give the farmers assets and credit, the same 

 as business men. Then we must have educational support, and direct 

 co-operation of the city with the country, if we are to develop food pro- 

 duction in this and in other cities. 



Mrs. Smith: It now gives me pleasure to introduce to you Dr. J. 

 Russell Smith, of the Wharton School, University of Pennsylvania, who 

 will address us on "The Efficiency Movement and the Farm Problem." 



