The daily ration of the cow when stabled will consist of from 15 to 25 pounds of hay daily and 1 pound of concentrated feed for each 3-1/2 pounds of milk being produced. (A quart of milk weighs about 2.2 pounds.) Milk flow can be stimulated and the health of the cow conserved by feeding moistened beet pulp, where silage is not available. This may be purchased locally at the feed store, where the grain concentrate may also be obtained. The latter can be bought in bags and a mixture a.n.a.lyzing about 20 per cent protein is recommended. When the cow is on pasture the grain ration may be reduced by one-third or one-half, depending upon the quality of the pasture available.

_Cost of Milk Production._--Where all of the feed mentioned above is purchased, the cost per quart of the milk will approximate 3 cents, excluding labor and overhead costs of buildings, etc. This cost can be reduced if pasture does not have to be rented and if some of the other food requirements are raised at home.

_Management._--Feeding the cow twice daily and milking at the same interval will give the best results. Morning and evening are usually the most convenient times for milking and the same hourly routine should be observed daily. Feeding the grain ration after milking is desirable. A good practice is to furnish hay and beet pulp between milkings.

To insure cleanliness of the milk, the udder and teats may be wiped with a damp cloth before milking. Flanks and the udder should be clipped of hair, thus facilitating a clean condition of the animal at all times. Soiled bedding should be removed and clean material subst.i.tuted as required.

The normal cow should produce an average of 10 quarts of milk daily over a period of ten months. In the remaining two months the cow will not be producing milk but will be resting and building up body reserves for the coming period of lactation. The cow should be bred about nine months before it is desired to have her bear a calf. The time of year when such freshening should occur is not important, although either spring or fall months are considered best, to avoid weather and temperature extremes at the critical calving period. Under this plan it will be noted that the family will not have milk from home sources for two months during the year. The alternative is to have two cows, one freshening in April and the other in October, ensuring a continuous supply, or to purchase milk during the "dry" period.

_Utilizing a Large Supply of Milk._--The urban consumer of milk accustomed to 1 or 2 quarts daily may wonder how an average of 10 quarts or more per day can be utilized. Plenty of uses will be found for the product. Milk will be used more often as a beverage; cream will be found delightful in many ways, in the form of b.u.t.ter and home-made ice cream, for example; and cheeses will provide an outlet for surplus whole or skimmed milk. Milk of good quality can be disposed of readily to neighbors. If two families own one cow each, a plan may be worked out for furnishing each other with milk when one cow or the other is not producing. Wherever facilities are available and there is a willingness to care for a family cow or two, the availability of large amounts of milk will compensate for the trouble and bring health and vigor to the rural family.

_The Goat as a Source of Milk Supply._--The milk goat is especially useful to those who desire a smaller quant.i.ty of milk than that produced by a cow and where the s.p.a.ce is inadequate for keeping a larger milk-producing animal. In composition, goat's milk closely resembles that of the cow, the b.u.t.ter fat ranging from 3.2 per cent to 4.4 per cent with total solids of nearly 12 per cent. The average production of a good milk goat is about 2 quarts of milk daily, sufficient for many a family. The milk is pure white in color and the cream rises very slowly. If goat's milk is properly produced and handled, the bad odor, a.s.sociated with the animal in the public mind, should not be present. Keeping dirt or hair out of the milk when it is being drawn, and clean quarters, are essential in eliminating odor in the milk. It has been proved that goat's milk is especially valuable for children and invalids and exceeds cow's milk in ease of digestibility.

Goats are in their prime at about five years of age, but will continue to produce milk for several years after that. They should be bred twice a year. The usual number of kids is two, although occasionally four are born at one time. The period between breeding and giving birth is about five months. Goats may be successfully fed with the same rations as the dairy cow. Although they consume only about one-seventh as much feed as the cow, the common impression that the goat can produce milk on practically no feed is erroneous. A ration for winter feeding, suggested by the United States Department of Agriculture, consists of 2 pounds of alfalfa or clover hay, 1-1/2 pounds of silage or roots and from 1 to 2 pounds of a concentrated grain ration, composed of 100 pounds of corn, 100 pounds of oats, 50 pounds of bran and 25 pounds of linseed meal. In the summer when pasture is available they should be fed 1 to 1-1/2 pounds of the grain mixture. Data from experiment stations indicate that the annual feed cost of a milk goat is about $11 and the feed cost per quart of milk produced, about 1-1/2 cents.

Good milk goats bring good prices and in most instances will cost almost as much as a cow. They are much more prolific, however, permitting more rapid additions and offering greater revenue from the sales of young animals, wherever there is a market for them. The two princ.i.p.al breeds are the Toggenburg and the Saanen, both originating in Switzerland, and the Spanish Maltese whose original home was in the island of Malta. Goats are thoroughly domesticated, are contented with a small grazing area and may be easily handled. They are subject to stomach worms, indicated by loss of flesh and weakness, and to Malta fever, which can be transmitted to man, in whom it is evidenced by recurring high temperatures. The former can be controlled by using, as a drench, a copper sulfate solution of 1 ounce to 3 quarts of water. Where the latter trouble is present the milk should be pasteurized or scalded before it is consumed. As an economical source of easily digested milk, the goat is recommended, especially to those families with rather small acreage. They can make the most of poorer pasturage, are clean in habits and docile.

_Do's_

Use milk freely for its food value to every member of the family.

Make sure of the quality of the milk purchased.

Acquiring a family cow is the best and cheapest source of an adequate milk supply.

Management of the right kind will make the family cow an invaluable a.s.set.

Learn to use surplus milk in nutritious and palatable ways.

Determine the possibilities of securing from the goat an adequate milk supply for a small family.

_Don'ts_

Don't use canned milk except as supplement to liberal, fresh supply.

Don't overlook the need of pasturage for economical milk production.

Don't supply family with milk of doubtful sanitary quality.

Don't neglect to have a veterinarian make health tests of the cow or goat.

_Chapter_ XII

MARKETING FARM PRODUCTS

The distribution of farm products on an efficient basis is one of the most difficult problems in agriculture. Because of the demand of the consumer for small quant.i.ties of products at each purchase, the breaking up of wholesale packages, involving additional labor and containers and the elimination of unfit specimens, increases handling costs and delays the arrival of the product from the farm to the consumer. In recent years the producer has sought various means of eliminating some of these costs of distribution so that he could get a larger share of the consumer's dollar, and the consumer has welcomed the opportunity of buying products direct from the producer.

Unquestionably, one of the best means of selling farm commodities is through the medium of roadside markets that have now become so common along the princ.i.p.al highways of the country. These range in type from the display of a few baskets of farm commodities on the ground or on a table, with sales of $100 a year or less, to those of a more pretentious nature in which buildings and equipment are erected suitable to the purpose. That there are great possibilities of developing a successful business in selling products in this manner is evidenced by some of the more elaborate markets, transacting an annual business of $30,000 or more. In most cases these have been developed from small beginnings and the facilities have increased as the good reputation of the market has spread.

_Advantages of Roadside Marketing._--From the standpoint of the producer or the operator of the roadside stand, there are certain advantages that have contributed to the growth of the movement. For example, there is no expense or time involved in delivering the products to a distant market, since the produce is sold by a member of the household, or by the operator's employees in the larger types of markets. It is possible through such a market to build up a clientele of buyers who will return for further purchases. They will tell their friends about the good quality, dependable produce which they have been able to purchase at some particular stand. Furthermore, a wide variety of products can be sold in this way at one stand, which might have to be segregated and shipped to different markets if some other method of marketing were being followed.

This would add considerably to the expense of selling, especially where the volume of each commodity is small. Furthermore, in such a method 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 quant.i.ties, 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 att.i.tude 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 market are attractiveness of the stand itself and the quality of the products that are offered for sale.

_Plans for a Roadside Market._--A roadside market need not be expensive to be attractive. The thought motivating the whole project should be to create in the buyer's mind a farm scene, laying emphasis upon such factors as are easily a.s.sociated in the public mind with farming. These include neatness of the establishment, cleanliness and honesty in every phase of the operation. One should not undertake to run a roadside market in compet.i.tion, so far as appearance goes, with the corner grocery store in the city. It should have an individuality of its own and be _of_ the country as well as _in_ the country.

The location of the market has a great deal to do with its attractiveness.

It is well to locate it a short distance from the house, so that it stands out as a market, and it should be placed back from the highway to permit motorists to drive off the highway in making stops for purchases. In some states, highway regulations require that such stands be located far enough from the highway to permit all four wheels of a standing vehicle to be off the road surface. If the stand can be located under some good shade trees, that in itself const.i.tutes an invitation to the sun-blinded traveler to stop and partake of the commodities offered for sale.

[Ill.u.s.tration: A wayside market that meets every need and attracts buyers.]

So far as the design of the market itself is concerned, there are endless opportunities for one's genius to be brought into operation. It should be borne in mind that, while there are certain standard requirements in the way of display shelves and facilities for keeping reserve stocks immediately available, as well as a safe container for funds, originality in design attracts attention. Here again, the design should not be obtrusive, but one that blends with the atmosphere of the place where the stand is set up. It must convey the impression that the owner of the property is himself the operator of the stand and has transferred to the stand the same interest which is manifested in his home and its immediate surroundings.

Most purchasers at roadside stands want to see the whole display without having to stumble over baskets and other articles to find out what is offered, and they expect prompt attention. As a general rule, the more nearly the stand can supply the complete needs of the purchaser in that 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 b.u.t.ter, 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, b.u.t.termilk, 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 advertis.e.m.e.nts 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 confidence in the integrity and good faith of the stand operator is a decided a.s.set, and no effort spent in cultivating such confidence is wasted.

Every successful roadside stand operator has built his business on honest dealing and a personal interest in seeing that the buyer is satisfied.

This contact between the owner of a small business and a buyer is one that can be capitalized to a very great extent. It is one of the handicaps which a chain-store organization has to face and one that must be developed by the person who wishes to establish a permanent and satisfactory business in this merchandising field. Very often the sale of farm products can be supplemented to the advantage of the stand by offering small ornamental plants or by the display of pet animals, particularly for the younger members of the traveling public.

_Success Factors._--A definite program of advertising can be developed with many original features that apply directly to the type of business.

If the operator has pride in his products he will be glad to have his name on every package of commodities that he sells. This is good sales propaganda even if it only indicates the confidence of the seller in his products and his willingness to stand behind them. Besides that, however, it creates a knowledge of his name or the designation of his farm or stand among purchasers who will then have a means of identifying it to their friends. A small leaflet, describing the products that are offered for sale and the intention of the operator to give the customer service, can be put in each package at very small cost with good results. It is also possible to prepare leaflets dealing with methods of cooking or of preparation of the commodities sold that will build good will on the part of customers.

The most successful operators, again, are those who do not depend upon casual visitors for their trade but who make of the casual visitor a regular customer and one who will speak a good word to others. In other words, genuine effort must be made to identify the location as a place to which buyers will wish to return as they do to any other place of business that gives satisfactory service. In this way the operator distinguishes himself from his fly-by-night compet.i.tors who exist during a week or two when surpluses of commodities are available at low prices and who have no thought beyond that of the immediate sale.

Wherever possible, the attention of the pa.s.sing consumer should be directed to the stand before he reaches it so that he will be prepared to stop when he comes upon it. Signs of this type on either side of the stand, but some distance each way from it, are more important than is generally recognized. They const.i.tute invitation cards and should be so worded as to excite curiosity and create a feeling in the intending purchaser's mind that he will make no mistake in stopping to fill his wants at the stand. It goes without saying that both the advertising and the stand itself must be so planned as to attract the purchaser, and every effort should be concentrated on the psychology of such an appeal, avoiding any appearance of slouchiness, which would be more repellent than attractive. The purchaser forms a quick opinion of the stand from the way in which it is conducted and from the appearance of the one who is there to make sales. An att.i.tude of cordial cooperation on the part of the attendant, who is, of course, appropriately dressed and in the right mental att.i.tude, is a factor that must not be overlooked in the effort to create a favorable impression.

_Meal Service Amid Farm Surroundings._--Many operators, located at strategic points near main highways, have found that maximum profits are obtained by serving meals prepared from the vegetables supplemented by poultry or other products of the little farm. These meals may be served in a booth or building adjoining the roadside stand or in a room of the house turned into a seasonal dining room. Persons who are city residents quickly learn to appreciate the virtues of fresh vegetables and freshly killed poultry that may be thus served. A schedule of reasonable prices must be maintained if trade is to be built up. Usually special dinners or lunches can be prepared from available products in season, thereby giving the customer more for his money at the least cost and trouble to the operator.

This small home restaurant business can be handled frequently by members of the operator's household and countless examples can be given of real financial success following such ventures. Expansion can take place as consumer demand develops. Cleanliness, good home cooking, generous portions and prompt and courteous service will work wonders in such a project.