The Birmingham age-herald., 1920-01-29
Direct Marketing
 of Farm Produce

UVry method marketing farm produce has problerns that must be solved if sue GuEs Is to be attained, and direct market k.x k no exception Direct marketing as haEs used means marketing from the in daxfdual producer direct to the consumer through some method of transportation, tho business dealings being transacted by mail The produce may be shipped by parcel post, express freight, motor truck or other medium. As the consumer is ac- erzstomed to buying at store or city market where the produce may be ex- aunined before purchase and may be re- turned if not satisfactory. whereas the producer is accustomed to selling in larger lots and usually for cash at his door. it is evident that both the consum- CT and producer must effect some changes in their business habits in order to make direct marketing a success. They both must realize that direct marketing is a business and must be given careful thought and attention.
 Successful marketing of farm produce direct to consumers depends largely on the type of produce and on regular ship ments. Some products are too heavy 10 permit economical marketing direct to consumers, while many farmers can not supply certain products throughout the year. If direct marketing is undertaken, GuofL SnOulQ De I1due lC CQII6ldle PO- duction in such way that some com modity wanted by the consumer will al- ways be available and contact with the purchaser will not be broken.
 The problem of farmers supplying pro- duce of the quality desired by consum- CTS must be solved. One shipment of poor produce causes more dissatisfaction than can be overcome with several shipments of high quality produce.
 off {t.1a IA fxIfa produce by appearance Farmers should pack produce so that when it has been transported it will arrive in good condi- ton and present a good appearance. This means good shipping containers and good packing Containers should be suited to the produce shipped and should be dur able, strong and reasonable in price. Much dissatisfaction has resulted from the uses of unsuitable containers.
 One of the greatest difficulties from the viewpoint of the producer is to get in touch with sufficient consumers who will attend to the business transactions necessary in direct marketing. Consum- CTS desire fresh produce direct from the farm but many are not willing to bother with ordering and waiting to receive the produce.
 are willing to take the trouble, but they can not get in touch with desirable farm CTS There as a number of ways of get ting reliable producers and consumers to- gether in business contact. but care must be exercised in any method used.
 Advertising is the obvious method of obtaining customers. Experience has shown. however, that the advertiser must know what to advertise, when to adver- tise and where to advertise.
 The sending of form letters, circulars and cards often has been tried with poor success. The cost of this method of reaching consumers usually is high. Un- less the lists for mailing are selected carefully only few of the persons ad- dressed will reply.
 Making a personal canvass among city persons and soliciting their trade offers good possibilities for obtaining regular customers. Success will depend largely on the prsonality of the person making the canvass It may be necessary. also, to solitit a large number of families in order to obtain a few customers.
 Various other methods of obtaining cus- toners have been tried. Whatever the method used, it usually required pains taking work and considerable effort to get a number of reliable customers.