MARKET METHODS AND PROBLEMS 541 



the rural mail carrier takes the shipment from the mail box or some 

 member of the farmer's family and deposits it at the post-office when 

 going to call for the mail. 



Many farmers often have a small surplus of produce, not needed 

 for home consumption, which could be marketed if some ready means 

 of getting it to a consumer were available. The parcel post supplies 

 this medium. There are also many supplemental or side lines of 

 production which could be developed for the same purpose. 



Mutual confidence and helpfulness are needed in order to suc- 

 ceed; co-operation is needed. Consumers are interested in buying 

 by parcel post only when they can secure more satisfactory produce, 

 some advantage in price, or both. The producer will not be inter- 

 ested in marketing by parcel post unless it means some additional 

 net return to him. A high quality of produce, well prepared, care- 

 fully and attractively packed, and forwarded so as to' reach its desti- 

 nation at the time desired will go a long way toward the establishment 

 and continuance of business. Ordinary or inferior produce will not 

 only lose a customer but hinder the gaining of others. The producer 

 must aim to give satisfaction by supplying his customers, as nearly 

 as possible, with produce which meets their individual desires. The 

 consumer must also aim to give satisfaction by properly caring for 

 and returning containers, making prompt remittances as agreed upon, 

 and by doing his part in all phases of the transaction. In other 

 words, a square deal is needed. 



Quality and appearance of produce. It is probable that the point 

 which will make the strongest appeal to the average consumer is that 

 he can secure by parcel post a fresher, brighter, more attractive, and 

 thus possibly a better product than he can obtain, otherwise. Pro- 

 ducers should remember always that the appearance of fruit and 

 produce is one of the strongest factors in making a sale; it will not 

 pay to market anything but standard and fancy produce by parcel 

 post; and the surest way to establish a dependable, continuing, and 

 increasing business is to forward nothing but strictly reliable and 

 satisfactory produce. 



One of the most important requirements is the bringing of the 

 producer and the consumer into business contact. This may be 

 attained (i) by personal acquaintance; (2) through the acquaintance 

 of a third person; (3) by advertising in an appropriately selected 

 paper; (4) by personal canvass; and (5) through the post-office in 

 the city or town in which a customer is sought. 



