MARKETING 163 



beyond the middleman. He may be jubilant over sales 

 to the retailer or the wholesaler, but let us follow the 

 vegetables to the consumer's table. The vegetables look 

 fairly well perhaps when delivered and when served on 

 the table, but nobody asks for a second helping and 

 there is no request for the same vegetable the next meal 

 or the next day. Thousands of experiences of this kind 

 in a great city reduce subsequent purchases. In other 

 words, poor quality necessarily results in low prices and 

 slow sales. Now, suppose the vegetables are extra fine 

 in quality. Every member of the family is pleased; each 

 becomes enthusiastic and tells the neighbors ; the demand 

 increases, prices are maintained or raised and the prob- 

 lem of disposition has been solved. 



The following considerations must be taken into ac- 

 count in the attempt to win the consumer: (i) High 

 quality is essential. (2) Attractive appearance is ex- 

 ceedingly important. If an article appeals to the eye the 

 sale is more than half made. This idea involves the grad- 

 ing of produce with reference to size, color, shape, ripe- 

 ness and soundness; packages which are attractive; 

 package ornaments, as laced paper and fancy covers; 

 tying materials and branding. (3) Honesty in packing 

 is essential. (4) The vegetable must be seasonable; i. e., 

 ready for market when the consumer is most anxious for 

 it. (5) The package must be convenient in size and 

 shape; a neat handle is often a great advantage. (6) If 

 vegetables are of high quality the package should con- 

 tain the grower's name and address. 



223. Harvesting. Some classes of vegetables, as sweet 

 potatoes, are harvested at one time ; that is, the entire 

 crop on a given area is removed the same day, perhaps, 

 and the ground is then available for something else. 

 Other crops, as tomatoes, are not all ripe at one time 

 and several or many pickings are required. Again, some 

 vegetables, as melons, must be harvested and marketed 



