MARKETING AGENCIES 169 



the most progressive growers have their names and some 

 monograph printed on each wrapper. This lends dignity 

 to the pack and establishes and advertises the brand. 



Every crate or box that leaves the grower should be 

 labelled. The label should be attractive but not gaudy. 

 Subdued colors that harmonize are to be preferred. The 

 label should display some scene in the growing of the crop 

 or something to call attention to the attractiveness and 

 value of the product. In addition it should plainly state 

 the quality and quantity included in the pack and by whom 

 it was grown. A trade mark should be established and 

 registered. 



Marketing Agencies. — There are five distinct marketing 

 agencies, namely the broker, jobber, commission man, 

 retailer and selling associations. These overlap occasionally 

 although they are distinct in purpose. The direct method of 

 selling from producer to consumer is gaining in importance 

 and having its effect on the market, but the middle man, so 

 called, will always fill a place in large transactions and is 

 a force to be considered. Each has a special function in 

 business and each is necessary. 



The Broker. — The broker is a medium of communication 

 between the buyer and the seller. Sometimes the grower 

 will sell his goods through a broker in some distant town 

 which makes the broker virtually the agent for the grower. 

 Oftentimes a broker is an agent for many growers in all 

 parts of the country and handles many different products. 

 A broker also sells direct to the retailer but more especially 

 to the jobber or to the commission man. 



The Commission Man. — A common way of selling produce 

 is for the grower to consign a shipment of products to a man 

 who disposes of it on a certain percentage or commission. 

 Such a man is called a commission man. Some commission 

 men are honest and some are not and as a class they have 

 come into general disfavor. The fault, however, is not always 

 with the commission man but many times the growers are 

 at fault. The growers often ship their produce in poor shape 

 and it arrives at the market in a deplorable condition and the 

 commission man is given the credit for the low price received 



