Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1923-10-04

usual producer is not working hard
for the mere love Of working. He is
striving to earn living by doing some
thing that is worth while to those for
whom the work is done. Most farm
ing Is carried on to make materials for
food and clothing that will sell to the
consumers who buy these commodities.
If a hired farm laborer displeases the
farmer it is only a question Of time
until he will be discharged. If farm
ers produce goods which fail to please
consumers, the perfectly natural re-
action is for consumers to pay poor
prices. Poor goods and service will
never average more than poor prices.
Buyers have right to he exacting
It is their money that they are part
ing with when they offer to exchange
it for something that they want or
need. Too often products are not put
up in an exacting manner. Conse-
quently they do not meet the wants
of consumers as well as they must If
the consumer is to be satisfied IN
satisfied consumers never pay satisfy
ing prices.
To render service that completely
satisfies consumers necessitates that
the products be rightly standardized
in quality, size, shape, variety, color
and in package. Moreover for differ
ent classes Of buyers suitable pack
ages must be used which enable them
to purchase just the convenient and
economic quantity for their condition
OF living. Besides, If consumers are
to continue purchasing the same kind
of product from the same source these
goods must be identified. Unstandard-
lied goods cannot be accurately nor
readily identified This is because
they cannot be named. Oranges, steak
and lettuce cannot be named in one
package. Neither can unstandardized
potatoes or apples. Each product
consists unavoidably of varied units
until Standardization is achieved.
What the Producer Demands.
No marketing system can become eff
f1cient or generally worth while and
satisfactory to farmers or consumers
that does not pay each farmer accord
ing to what his product sells for to
the consumer To devise a system
that lets the farmer feel the consum-
er's pulse on what he wants to buy is
one of the great fundamental pur-
poses Of the commodity system for
marketing. Unless this is accomplished
the whole program is a sham. If this
is not done, the marketing system will
defeat itself because 1t ignores the
fact that farmers will do in the long
run only what it pays best to do. 1t
will never pay the farmer to produce
the best product while neighboring
farmer gets for poor stuff the same
price that is paid for the best.
Commodity marketing systems with
properly handled pool accounting sys-
TENS are essential to correct this evil
in the case Of many farm products.
Cheese and butter are two of these
products. When given the real premi-
um which his better commodities
sell for to the consumer the farmer
will have gained one of the most vi
tai objects to be secured through i'm
proved marketing. Another fundamen-
tai benefit is the presentation to the
farmer of complete facts that convince
him when the price is low ur high
why it was not something else More
important still he will be able to re-
ceive from the organization economic
interpretations of the future tenden-
cies of the industry in which he has
confidence and upon which he can
wisely decide whether to increase or
reduce his production in the light of
what it is costing him to produce.