MARKETING 283 



to the others in times of stress and depression. When it has 

 seemed desirable to organize on a basis larger than that of 

 the neighborhood, it has been found practicable to affiliate 

 local organizations in a central confederation. 



396. Benefits. A cooperative organization may perform 

 many services for its members and the public. The distribu- 

 tion of the product is in the hands of the producer and is in 

 his interests. The organization may be sufficiently powerful 

 to hunt out new markets when those already existing are 

 insufficient for the product. It may extend the marketing 

 period by furnishing its members adequate storage facilities 

 for perishable products until such time as the regular seasonal 

 supply has disappeared. It may reduce the cost to the con- 

 sumer by delivering the product in good condition at the 

 time and place it is needed and by eliminating many inter- 

 mediate dealers. It may standardize pack and establish 

 uniform grades so that buyers can be assured of the quality 

 of the goods they are purchasing and thereby be encouraged 

 to buy in larger quantities and at more frequent intervals. 

 It may prevent loss through disease and decay by making a 

 careful study of each phase of picking, packing, and handling 

 of the fruit or other product. Such organizations have pre- 

 vented exploitation of growers by shipping companies, mar- 

 keting agencies and transportation concerns, and have pro- 

 tected them also against exorbitant charges by the warehouse 

 interests. 



397. Difficulties. The path of the cooperative organiza- 

 tion is strewn with difficulties. It must be democratic in 

 form and mode of operation in order that each member may 

 feel that he is on an absolutely equal footing with every other, 

 and that there are no secret arrangements whereby one mem- 

 ber benefits more than another. At the same time enough 

 power must be given the leaders of the organization or the 

 manager to make the carrying out of a constructive business 

 program possible, The choice of a manager is always a 



