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More Advice for the Producer
As the Farm-to-Table program matured and the novelty of Parcel Post delivery faded, more general publications appeared with advice for the farmer looking to sell his goods through the mail
The Producer's Marketing Guide: The Connecting Link Between Producer and Consumer. Tarman, Grover Cleveland and Leer, Lawrence (1915). New Paris, IN: Producer's Marketing Guide Company
"Under present marketing conditions the housewife complains that after paying what seems to her exorbitant prices for eggs she seldom obtains a really fresh one, and a large percentage of those purchased are absolutely un-fit for food. The farmer complains that after feeding his hens and caring for them during the long unprofitable winter months he is only paid 15 cents per dozen for eggs, while they retail at 30 cents in the nearby large cities.
We are indeed thankful that a remedy exists which will change these conditions. Our law-makers have provided a remedy in the shape of the Parcel Post Law. Today eggs or any product can reach the consumer one hundred miles away in ten hours after it has been produced. Who will gain by this new system? The consumer will gladly pay 30 cents for a dozen strictly fresh eggs rather than 30 cents for nine stale and three rotten ones. And what will be the farmer's comment? Five cents for mailing and packing will leave him a profit of 10 cents above the regular market price." p. 2
The Producer's Marketing Guide contains a large sample of product packaging designs and suggestions to accommodate the particular demands of marketing foods through the mail. Packing food for mail transport correctly would be a requirement to ensure the "city" consumer's satisfaction and renewed business.
Here are a few samples for eggs, vegetables, and live chicks.
Parcel Post Profit From Farm Produce: Useful Information for the Farmer, Dairyman and Poultry Raiser in Marketing His Farm Products by Parcel Post. West, Hamilton Holden (1915). H.H. West, Publisher.
"HOW TO SECURE CUSTOMERS
It is quite possible you are now selling some of your produce to people living in a nearby city, to whom you deliver the articles when you go to town. These persons can do much for you by speaking kindly of you to their neighbors and friends, and no doubt will permit the use of their names by you as reference.
There are still other ways to secure patrons, and especially for those who wish to do something worth while, and are looking toward establishing a permanent business. You do not need to cover much territory in order to market your produce. One or two cities within a radius of 25 to 50 miles of your home, or much nearer, say, 10 to 20 miles, will provide the market. To such we suggest three ways, namely:
NEWSPAPER ADVERTISING — TELEPHONE — LETTERS AND POST-CARDS" p. 3
Parcel Post Profit From Farm Produce contains suggestions for the farmer unfamiliar with this kind of direct contact with consumers:
"NEWSPAPER ADVERTISING
Good results may be secured by inserting a small advertisement in a daily paper published in the locality where you purpose soliciting your trade. Here is a short one as a suggestion" (p. 3.)
