of
selling, the producer comes in direct contact with the consumer. Ideas are
exchanged, mutual confidence is developed and both should share
financially in the advantages accruing from eliminating ordinary means of
distribution.

_Problems in Roadside Marketing._--On the other hand, there are certain
disadvantages of roadside selling which operate against successful
merchandising in such a manner. These should be fully considered in
deciding how the surplus farm products are to be disposed of. Due to the
difficulty experienced by many potential buyers in getting satisfactory
produce, they have become discouraged and will often drive by all roadside
markets rather than take a chance on buying commodities that may be
misrepresented. Naturally, this works against the development of adequate
business and makes it necessary for the individual to spend considerable
time and effort in selling himself and his market to the public and in
creating confidence and good will.

There is necessarily some loss due to depreciation in the quality of
perishable commodities. In many cases it is necessary to expose these
commodities to the sun and weather, and if they are not sold promptly
they will not long maintain the standard of quality which the operator
must have identified with his market. The operator has no knowledge of the
number of customers he will have when he displays his products, nor does
he know the whims of the individuals who may patronize his market that
day. To avoid the losses resulting from unsold products it is desirable to
have some other outlet which will absorb unused quantities, even though
the price is not so good as would be secured from ordinary sales at the
market. Many of the commodities can be delivered to some wholesale market
to be sold for what they will bring. Another outlet that is available is
through canning or preserving the commodities and selling them later in
the season under the label carried by the roadside stand.

It should be borne in mind that the business of operating a roadside
market has its own peculiar problems and success in it depends upon
following good merchandising principles, to which are added those finer
points which pertain to direct selling. The attitude of the public must be
studied and plans for promoting sales must be adopted which will result in
attracting and holding customers. Beyond doubt, the two most important
factors in the operation of a successful roadside mark