Dec, 1929] . ROADSIDE MARKETING 33 



strawberries in the box, wormliolcs in the apples, or wilted leaves 

 among the lettuce. Veiy few markets in New Hampshire show the 

 necessary evidence of care and attention to this important phase of the 

 exhibit which is imperative eventually for outstanding success. To 

 these few comes a class of trade and a loyalty of customers which is 

 conspicuous. 



Packages have often added a final touch of attractiveness. Sweet 

 corn, for instance, is less satisfactory when put directly in the back 

 seat of the car, than when delivered in a paper bag. Things in bunches 

 and baskets which can be easily handled and quickly measured not 

 only facilitate quick sales, but, what is more important, assure the 

 motorist of minimum delay. Baskets with handles have proved a 

 temptation to the buyer to make larger purchases because they can so 

 easily be carried. 



Prices 



Most of the roadside market operators in New Hampshire tend to 

 watch the retail markets in neighboring cities and villages as a guide 

 for prices of their products. These are checked in many cases with 

 Boston quotations to be found in the daily papers and with the Market 

 Bulletin to be obtained free from the State Bureau of Markets at Con- 

 cord. About half the places selling farm products attempted to sell at 

 retail prices, some 17 per cent slightly above, and 20 per cent decidedly 

 below. The remaining 13 per cent sold between wholesale and retail 

 and simply tried to keep goods moving and to give satisfaction. There 

 were less than one-fifth, apparently, that expected to sell at prices 

 above retail, and with some of these there were extenuating circum- 

 stances such, for instance, as rather inaccessible markets and inade- 

 quate local production facilities. There is much controversy as to 

 how roadside market prices should compare with retail, but the con- 

 sensus of opinion seems to be that the man who sells at the roadside 

 must share with the buyer some of the saving in costs of distribution. 

 This does not mean selling at wholesale, by any means. The producer 

 for roadside trade, quite different than the wholesaler, has many ex- 

 acting reciuirements to meet, if he does his job well; and for these he 

 must receive remuneration even as any middleman who contributes 

 intermediate service from the field to the table. Many hours are spent 

 in the cool of the early dawn gathering and preparing products for 

 that same day's sales in conformity with the most rigid requirements 

 of freshness and quality; occasional trips have to be made to the field 

 during the busy market hours to supplement an inadequate supply 

 with quality beyond reproach, and thus contribute to the satisfaction 

 of some belated customer; plans and systems must be developed to 

 make all this possible; and all must be done day in and day out, Sun- 

 days and holidays alike. Indications are that the consumer appreci- 

 ates this effort and is willing to pay for it; that his criticism is directed 

 solely in the direction of the proprietor who charges exorbitant and unr 

 warranted prices. 



From the consumer's standpoint prices at the roadside should be 

 somewhat lower than those at retail, say five or ten percent, and the far- 

 mer should concede his justice in this conception. Experience teaches 



