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Show SELL DlhECT TO. CONSUMER Practice of Charging Top Prices It Apt to Dampen Ardor of City Customer Cus-tomer Don't Overreach. Direct business dealings between farmer and ultimate consumer are rapidly reaching a point of practicability practica-bility and mutual profit in both large and small dealings. However, when a farmer asks the highest retail price for a product purchased directly from the farm, ie is Ept " dampen the ardor ar-dor of a city consumer, even though the latter may prefer to buy straight from the land. Of course quality of the goods is the prime essential, but the cost plays no little part. It is unwise to demand a fancy city price even for an A-l product, as is generally done in small transactions. transac-tions. The city customer reasons as follows: The middleman secures the 65 cents of the oft-quoted 35-cent farmer's farm-er's dollar. If the farmer ships direct to city customer, theoretically the producer should get that 65 cents, minus mi-nus shipping charges or incidentals, which may or may not be charged to the farmer. If this is true, the city man continues, there should be a reduction re-duction from the retail city price, thereby benefiting both himself and the grower, who gets more profit this way than obtained on the old commission commis-sion basis. For a time the farmer may succeed in disposing of his products at the highest price, but there will be an irritable ir-ritable feeling on the part of his customer, cus-tomer, says Orange Judd Farmer. The psychology of the deal must be considered, consid-ered, bearing in mind that the farmer is the salesman. The producer receives re-ceives the greater benefit from these direct sales, and the responsibility falls upon him to retain the direct market mar-ket A slight reduction from the retail re-tail price in the city pleases the customer, cus-tomer, who helps to pass the good word along. |