HOW WILL PRODUCTION, MARKETING, AND CONSUMPTION BE COORDINATED? FROM A FARM ORGANIZATION VIEWPOINT

Item

By areas

1919                1964

Commodity
interest

Purchased
inputs

Contract
production

Some—dictated
by climate
and markets

Varied

Very little

Unknown

Big shift
taking place

One or two
main interests

More than
one-half

Growing

1975

More shifts
coming

More
specialized

Two-thirds

One-half of
production
geared to
market needs

A Revolution in Marketing

Miles food prod-	Distribution	1,000
ucts travel to set average con- sumer’s table	mostly local
Fresh fruits and vegetables	Seasonal	Many available throughout year
Direct marketing	Deliver to consumers and local stores, curb markets, city markets	Less direct consumer marketing. More large- scale buying. Trend away from terminal markets in late years. Fewer jobbers and wholesalers.
Concentrated products and synthetics	Very few	Growing in use
Grades, stand- ards, brands	Just starting	Much in use

1,200

Year round

Marketing
chain will
be shortened.
Large volume
purchases.

Will increase

Customer
preferences

Not well
defined

Size and number
of buyers

Numerous,
small, local

Leading to
specification
buying by
handlers

Chain stores^st*∙
51% in 1947,
84% in 1957

Will increase,
with fewer
processor
brands and
more private
label brands
Well defined.
Most handlers
will buy on
specification
Fewer and
larger

* ⁴Chains and voluntary associations.

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