The ultimate aim of both grower and salesman should be to satisfy the consumer. This is the fundamental principle involved in the successful disposition of all kinds of produce, and obedience to it secures quick sales, good prices and increased demands. Too frequently the gardener does not look beyond the middleman. He may be jubilant over sales to the retailer or the wholesaler, but let us follow the vegetables to the consumer's table. The vegetables look fairly well perhaps when delivered and when served on the table, but nobody asks for a second helping and there is no request for the same vegetable the next meal or the next day. Thousands of experiences of this kind in a great city reduce subsequent purchases. In other words, poor quality necessarily results in low prices and slow sales. Now, suppose the vegetables are extra fine in quality. Every member of the family is pleased; each becomes enthusiastic and tells the neighbors; the demand increases, prices are maintained or raised and the problem of disposition has been solved.
The following considerations must be taken into account in the attempt to win the consumer: (1) High quality is essential. (2) Attractive appearance is exceedingly important. If an article appeals to the eye the sale is more than half made. This idea involves the grading of produce with reference to size, color, shape, ripeness and soundness; packages which are attractive; package ornaments, as laced paper and fancy covers; tying materials and branding. (3) Honesty in packing is essential. (4) The vegetable must be seasonable; i. e., ready for market when the consumer is most anxious for it. (5) The package must be convenient in size and shape; a neat handle is often a great advantage. (6) If vegetables are of high quality the package should contain the grower's name and address.