Then* t • Getting the 



pr oclvc t from the field to 



the plant was a relat ively 



leisurely process. 



• • • NOVf/ expensive 



plants and equipment make 



it imperat ive to maintain 



a large and steady flow 



of raw products . 



coordinated marketing program, the 

 problems of both groups have been listed. 

 Note that of the two problems most 

 mentioned by those not interested in a 

 joint program, the first, achieving a 

 profitable relationship between costs and 

 returns, is of only medium importance to 

 those interested; and the second, raw 

 product supply, is not even mentioned by 

 interested processors. 



Today's food market is a large-scale, 

 mass market. Serving that market 

 efficiently calls for mass sales and dis- 

 tributive organizations. The problems 

 listed above, for the most part, seem 

 associated with lack of sufficient volume 

 and resources to function most efficiently 

 under current conditions. It is possible 

 that their eventual solution lies in some 

 form of joint endeavor. 



13 



