OCR Text |
Show IN TIME OF NEED The chain stores are still the leaders in sales campaigns cam-paigns to help growers of "distressed crops" crops " where supply is in excess of the normal demand, or which cannot be disposed of in the ordinary manner for some other reason. A recent example of this is found in a request made by the National Apple Institute to the National Association of Food Chains to help move hundreds of cars of Washington apples. The surplus was the result of weather conditions which caused unusually heavy harvesting. Adequate storage capacity could not be found. So the apples had to be quickly sold if ruinous losses to producers were to be avoided. The Association at once sent bulletins to chain systems in the West and South, asking for cooperation. And, as usual, that cooperation co-operation was freely given. Growers of scores of different crops have learned just what this kind of distributor help means. It may mean the difference between a profitable year and a year of severe loss. -Tn the case of practically every crop, emergencies periodically appear. In the past, before big-scale distribution existed, producers simply had to take their losses and hope to make them up some time in the future. Today thousands of retail stores are ready to join hands with the farmer when there is a real need. These special sales are not made at rock-bottom prices. The plan is to give the producer a price that represents some profit and, at the same time, to sell to the consumer at a price that represents a good bargain. Every legitimate device of sales promotion is used newspaper advertising, special store and window displays, leaflets, etc. The consumer interest is aroused and an interested consumer is apt to be a buyer. The importance of work such as this is great at any time. Today, with the abnormal war and defense situation situ-ation creating widespread dislocations, its importance is far greater today than it has been i nthe past. |