The commercial grower desires, of course, to make maximum profits. He has for years been acting upon the assumption that if he produces a large crop of the best quality and places it upon the market in the usual style, whatever that may be, he has done all in his power; and if the gross receipts fail to cover the cost of production and marketing he is not responsible for the loss. We have learned, however, that the problem of marketing bears a closer relation to profits than the art of production, and that it is often more intricate. Experience has taught the gardener that modern methods of marketing must be used to realize the largest net returns. The problem is far reaching, for it begins at harvest and ends when the consumer has taken the last bite and has ordered the same dish for the next meal.
Some gardeners are experts as producers and failures as marketmen. This is to be expected because the problems are different. There is no reason, however, why successful producers should not meet with at least fair success in the disposition of their crops; but they must study and master the details of marketing just as zealously as they have studied and mastered every point that counts for successful production.