hat
field, the more likely are buyers to stop and become regular patrons. In
addition to the display of seasonable fruits and vegetables, it is
desirable to have eggs and dairy products, including butter, cottage
cheese, canned fruits or jellies that have the home-made farm atmosphere
about them.

In most cases, ice is available or electric refrigeration can be utilized
for keeping cold milk, buttermilk, cider and other products available for
immediate consumption for the hot and thirsty traveler in the summertime.
Hot coffee or hot chocolate can be made available for service in colder
weather. Very often the road-stand operator destroys the genuine sales
appeal that such stands have by specializing in manufactured concoctions
that have no relation whatever to the location where they are sold. Too
often the stands are covered with advertisements of such commodities, and
this immediately creates sales resistance so far as the promotion of fresh
farm products is concerned.

_Origin of Products Offered._--The ordinary purchaser at a roadside market
likes to think that he is buying products raised or processed on the place
where they are sold, and believes that he is thereby securing fresher and
better commodities in which the seller has had an interest from planting
time to harvest. Certainly some of the commodities sold should come
directly from the tract where the market is located, and visual evidence
should be given of that fact. On the other hand, there is no objection to
the addition of other commodities so long as they are in accord with what
a producer might be expected to have for sale at that season of the year.
Many operators have found that the sale of gasoline and lubricating oil
and tobacco in various forms can be offered for sale to good advantage
simply as a part of the service being offered by the market to the public.

_Quality the Keystone._--The fundamental basis for success in the
operation of any roadside market lies in the quality of the products that
are offered for sale. This is a rather difficult condition for the
operator to maintain consistently, but it is fundamental in securing
customers and in keeping them. Products that have become stale,
unattractive or unpalatable for any reason should never be offered for
sale and should be discarded, made into some by-product or sold through
some channel which will not identify the article with the stand itself. A
satisfied customer who develops confid