Markets Served . --Principal markets served by the auction buyers include 

 Newark, New York, Philadelphia, Chicago, Boston, Pittsburgh, Cleveland, 

 and Miami. 



Selling Methods . --Volume of sales through auction are about 80 percent 

 to brokers, 10 percent to roadside market operators, and 10 percent 

 to chains. 



Brand Policy . --The corporation has no brand or label of its own. All 

 produce sold at auction is crated under the farmers' names or labels. 



Market Information . --Sources of market information include telephone 

 contacts with dealers on the produce markets and State and Federal market 

 news reports. 



The manager sees that farmers served by the auction who request market 

 information are informed by telephone and placed on the mailing list 

 for market news information. ^ 



Quality Control . --Management tries through educational efforts to 



assist growers in improving quality of their produce. Basically, however, 



quality control is the responsibility of the growers at the farm level. 



Operating Problems . --One basic problem is the need for an increased 

 volume of auction sales to assure the corporation of a more profitable 

 operation. 



As the corporation has rather limited services it performs for the 

 local farmers some additional services could add revenue and might also 

 encourage increased grower participation at the auction. 



Management's Appraisal of Sales Situation .-- The Manager indicates that 

 producers of a single crop like asparagus should consider banding together 

 and limiting the quantity for sale on the fresh market based on price 

 considerations. The balance of the volume could be kept off the com- 

 mercial market or diverted to processing outlets. This procedure could 

 be accomplished through a marketing agreement and order. 



Management believes that the increase in direct buying has hurt the 

 volume of their auction sales. Also fewer buyers reduce competition, 

 and higher quality standards tend to weaken the demand by the more 

 discriminate buyer for the lower quality produce. 



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