CHAPTER XVII 

 MARKETING 



221. Modern methods. The commercial grower de- 

 sires, of course, to make maximum profits. He has for 

 years been acting upon the assumption that if he pro- 

 duces a large crop of the best quality and places it upon 

 the market in the usual style, whatever that may be, he 

 has done all in his power; and if the gross receipts fail 

 to cover the cost of production and marketing he is not 

 responsible for the loss. We have learned, however, that 

 the problem of marketing bears a closer relation to 

 profits than the art of production, and that it is often more 

 intricate. Experience has taught the gardener that mod- 

 ern methods of marketing must be used to realize the 

 largest net returns. The problem is far reaching, for it 

 begins at harvest and ends when the consumer has taken 

 the last bite and has ordered the same dish for the next 

 meal. 



Some gardeners are experts as producers and failures 

 as marketmen. This is to be expected because the prob- 

 lems are different. There is no reason, however, why 

 successful producers should not meet with at least fair 

 success in the disposition of their crops; but they must 

 study and master the details of marketing just as zeal- 

 ously as they have studied and mastered every point that 

 counts for successful production. 



222. The principles involved. The ultimate aim of 

 both grower and salesman should be to satisfy the con- 

 sumer. This is the fundamental principle involved in the 

 successful disposition of all kinds of produce, and obedi- 

 ence to it secures quick sales, good prices and increased 

 demands. Too frequently the gardener does not look 



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