18 



Another uncertainlty would be the commercial market value of the relatively 

 higher quality but lower yielding variety of chile grown in the Espanola Valley 

 in competition with other coisoercial producing areas. 



The New Mexico Extension Sarvice has been very helpful with their advice 

 and assistance to the growers on these proposed projects, I understand that they 

 are interested in continuing work in thie area. Such continued work should be of 

 considerable help to the projscts. 



The attitude of the growers does not appear to be conducive for establishing 

 a successful cooperative in either of these two ventures at the present time. 

 This stems in part from the unfavorable cooperative history in this area. It 

 would nov7 be difficult to gain the necessary loyalty, leadership, and enthusiasm 

 for these relatively high risk proposals to succeed along cooperative lines. 



In general, the growers will need additional education and training in the 

 cooperative way of business to use as a steppingstone towards a successful 

 cooperative venture. 



For example, they should be provided with a full understanding of the basic 

 difference between a cooperative and other types of organization. That is, a 

 cooperative operates to perform needed services for members at cost, and its 

 strength lies in member loyalty expressed through patronage. 



In contrast, other types of businesses operate to return a profit on owner- 

 ship capital. The owners are usually not the patrons of these businesses. The 

 Federal Extension Service as well as the Farmer Cooperative Service have avail- 

 able educational publications on this as well as other cooperative aspects. 



