Published once a week in Palmer, Alaska, for the
Matanuska Valley Farmers1 Co-operating Associa
tion, for the purpose of giving news of the Asso
ciation's work, problems and accomplishments.
FHRmERS' mPRKETS
It bay seem that the question of developing markets for the farmers1 products in
any newly developed section is Just a matter of producing and processing for market.
That as.so.cn as the farm products are available the anxious merchants are right there
to grab the stuff. ’ This, it seems,,would be logical in any district,where a local
supply has never been available, and there is a large market for the things that can
be produced. One would think that the merchant would be anxious to get anything that
could be produced in the area where the producer would be a potential customer. It
is not quite that simple. There are a lot of hidden factors that can be learned only
when you try to do business. The average merchant doesnTt let much sentiment enter
into his business. He has probably loarned--the hard way—that business and senti
ment don’t work together too well. The merchant who tries to run his business on
sentimental linos usually doesn’t last very long. If he does manage, to pull through
he usually becomes rather callous and cynical. This is the type of merchant the
farmer usually has to deal with, and, in order tc succeed in his farming effort^ the
farmer must learn to do business with this type of person.
How do, you promote business with this merchant? There are a lot of things you are
going to have to learn.
1. You are going to have to learn how to produce a staple article that is just as
good dr’better than tnc thing he has been buying,' and sell it at the same or a lower
price- It doesn’t make a great deal of difference what it costs the farmer, as far
as the merchant goes, for he is working for a profit on the things he.handles, and
he won’t, or can’t use your products unless the quality and the price .is right. Fre
quently the quality.is determined by the consumer demands- If your products do not
cone up to the standards that consumers demand, -the merchant con’t sell, it and will
havu to substitute or discontinue it entirely. This in turn leaves the farmer with
out a sale'for his products.
2. Even though the farmer does produce an article that is just °s good and can sell
it at 'a competitive price, he frequently finds that it is hard to sell; bec°use the
merchant has been handling a product that is satisfactory to his 'customers and he
hesitates to change to a new supplier because he fears that his customers will not
want to change to a new.brand.
In this case* the producer will have to advertise his product and even sell it at a
less at first, to build up a market. In the long run, the consumer is the boss r nd
when you are able to convince him that your product is all right, he will purchase It.
Advertising costs money, and has to be handled in an intelligent manner. It t^kes a
long time.
Now, this is where your Co-operative becomes useful to you. You, as an individual,
probably can’t afford to advertise your product sufficiently tc get results. But, if
a hundred farmers get together and pool their resources,they can do it at a small
expense to each of them. You can also produce enough tc have a steady supply, which
is necessary if you are going tc held your market.
THE YORAL IS: 'A’ork .with ycur neighbors co-operatively, and make mere for yourself
and them. The Co-operative way is the best and the safest.
C.R.R.
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