Dec, 1929] ROADSIDE .MARKETING 31 



The Building 



The market building or stand itself should contribute to tlie case of 

 selling and displajnng the products to be handled. Some jilaces have 

 started in business with a step-like set of shelves, small enough to be 

 portable when empty and presenting an altogether pleasing appear- 

 ance when supporting a good arrangement of fruits and vegetables. 

 Such a set of shelves may well be used as an adjunct to the larger 

 business for certain purposes. This shelf type of small rack in some 

 states is often made use of by the large markets as an accessory stand 

 to attract the tourist's attention before he reaches the main place of 

 business. In this case it is usually provided with a roof for shade. 

 Beside one market in a nearby state a small circular stand equipped 

 with a water fountain in the center and heaped with different colored 

 root crops proved a most inviting novelty with a suggestion of fresh- 

 ness and coolness. 



The permanent building may alleviate much labor by providing 

 overnight protection for goods without too much moving, and a place 

 to keep supplies adjacent to a suitable display. Cellars under stands 

 are practically unknown in New Hampshire, but those in near-by 

 buildings are used instead. Other states have often provided cellar 

 space for temporary preservation of vegetables and fruits at their 

 larger stands. 



Above all, the building and equipment must be substantial, well 

 built, and clean and attractive. If the architecture can blend attrac- 

 tively with the rest of the farm buildings, so much the better. The 

 experience of farmers in our state is that if the building is to help the 

 sale of their products, it must not be pretentious, fancy, or savor too 

 much of commercialism rather than of reflected rural individuality. 

 The grounds and other elements of the environment need to harmon- 

 ize as much as possible toward the end of lending only attractiveness 

 to the marketing activity; and a well-kept set of fann buildings such 

 as may be found in New Hampshire is no mean asset as a background 

 for any sales effort that may be contemplated. 



The Display 



Striking results to be obtained by a little attention to the art of dis- 

 play are evident at our stands. Large quantities and good variety 

 unc'onsciously make a strong appeal. Travelling a much frequented 

 road not long since, the author watched sales from a carload of apples 

 which was temporarily displayed in boxes and baskets by a dozen 

 peddlers at the roadside. Some had two bushels, some ten, and some 

 more, but the one likely to sell out first was he who had bought half 

 the carload and spread them out on an accommodating lawn. People 

 passed his stand too fast to stop, slowed up for smaller exhibits on 

 either side, but finally turned around at the next corner to come back 

 and wait in line to purchase from one quart to eight where tlie supply 

 was largest. There is an appeal in massed displays. Pile up a moun- 

 tain of pumpkins as big as a house; have both yellow and green and 

 price-tag them; transients on a heavily traveled road will cause them 

 to disappear like mist before the sun. At least this was the testimony 

 of one man, and it is good psychology. 



