16 



BULLETIN 1002, U. S. DEPARTMENT OF AGRICULTURE. 



interest on investment. It is often possible to obtain for market 

 spaces rentals high enough to create a considerable surplus over ex- 

 penses, but municipalities should not yield to the temptation to 

 utilize their markets as producers of surplus revenue. Obviously the 

 charging of higher rentals adds to the expense of operation by those 

 doing business in the markets and makes it more difficult for the 

 markets to fulfill their primary function — that is, to reduce the ex- 

 pense of food distribution and so to make possible the charging of 

 relatively low prices for the products handled. 



In establishing a new market it is important that preliminary work 

 be done by the agencies interested in making it a success in order 

 that the interest of both producers and consumers be awakened. If 



Fig. 4. — Wholesale market completely covered by sheds. The wider roof sections cover 

 spaces for trucks and wagons and teams ; the narrower sections cover platforms for 

 unloading. 



such work is neglected there is strong likelihood that there will be a 

 lack of proper balance between supply and demand. If producers 

 bring their wares on the opening day and find an insufficient number 

 of consumers to absorb the supply they are likely to become dis- 

 couraged and to spread pessimistic reports of the new enterprise to 

 other producers. Similarly, if a large number of consumers attend 

 the opening of the market and find a meager supply of produce, con- 

 ditions will again be unfavorable for the rapid development of the 

 new enterprise. In carrying on campaigns to popularize proposed 

 markets it has been found that personal work, such as visits to leading 

 farmers and the making of talks to associations of producers in the 

 country, is of much greater value than circularization or other indi- 

 rect methods. Among: consumers it will be found valuable to interest 



