Eggmen Should Know Their Customers
“Most egg distributors and
producers are in the dark about
their customers. They know the
consumer eats the eggs, but most
eggs are sold to food retailers,”
observes Poultry and Egg Na
tional Board Chairman Neil Cast
ner.
The whole egg industry is
concerned about the consumer’s
food habits and attitudes toward
eggs. There has been little con
cern over understanding the
problems of the retailer, who
sells the eggs to the consumer—
-01 “turns her off ”
In the past there hasn’t really
been information available on
the subject—beyond observa
tion Now, however, the Purdue
Continuing Dairy Case Study
continues to yield information
AT FLEETWOOD • • •
Buyers of
WHEAT
BARLEY
OATS
CORN
that should be enlightening to
anyone concerned with egg mer
chandising.
Results of a recent detailed
study of one store have been re
leased by Oesterle and Kepner.
The cooperators on the study, in
addition to the store, included
Hy-Line Chicks (the egg sup
plier), the Indiana State Egg
Board, the dairy supplier and the
Department of Agricultural Eco
nomics of Purdue University.
This study, which covered the
entire dairy case, noted for eggs
—Sales of $651.30 per week,
16 2% of total sales.
An average dollar inventory
of $l4B 20.
—A leturn on the investment
of $64 40
F. M. BROWN'S SONS INC.
BIRDSBORO • FLEETWOOD • SINKING SPRING
Grain Elevator, Feed Warehouse & Flour Mill, Fleetwood, Pa
Manufacturers of FEEDS
—Space allocation amounting
to only 4 of shelving
—lnventoiy turnover of 3 7.
What does—or should—all of
this mean to the egg producer?
Eggs were only one of the 8,-
000 food items in this stoie, only
one of over 200 items in the 28-
foot dairy case. This store, typi
cal of most, had the traditional
cost accounting of groceries,
meat and produce The dairy
case (and egg) sales were ac
counted as gioceries.
Dairy case sales of 54,007 per
week accounted for of
total store sales—about 2Va times
greater than produce and 50“ Tc
as great as meat.
Eggs got only 42; of the
dan y case shelf space and rank
ed twelfth among an 18-item
Modem Mechanized Facilities
To Serve You Faster ...
• 50 ft. Dial Scale
• 50 ft. Truck Dump
• 1000 bu. Dumping Pit
Lancaster Farming. Saturday, July 5,1969
SECOND SECTION
enumeration Still with 4 2 r ' of
the space eggs yielded 16 2 r r of
the dollar sales They were sec
ond only to milk in sales per foot
of shelving and in return per dol
lar invested.
Previous research has identi
fied four “power” items in the
retail dairy case—milk, eggs,
margarine and cottage cheese. In
this study, cottage cheese did not
rank fourth in dollar sales. Nor,
like eggs, did cottage cheese get
a proper amount of display
space
It’s only when the egg man
understands the problem of his
customer, The Retailer, he can
hope to influence his customer.
The Consumer And who edu
cates the retailer about egg mer
chandising’ Would you expect
the cheese or bread man “to tell
it like it is” about eggs’
Know your customer Tell him
about eggs—in his language
Standard Feed
Supplements Adequate
For Dairy Cattle
Results of a study in Pennsyl
vania and New York should re
assure dairymen that the stand
ard feed supplements of trace
minerals and vitamins A, I>,
and E make up adequate, well
balanced rations for dairy cat
tle, according to Earl M. Kesler,,
professor of dairy science aft
The Pennsylvania State Univer
sity.
The study was made to exa*
mine claims that complex sup*
plements were desirable for
best performance of high pro*
ducing cows. The two year aa>
alysis involved a large number
of dairymen, their veterinarians,,
and county agents of the Co
operative Extension Service in
Pennsylvania and New York.
One group of cows was fed
the complex supplement of
minerals and vitamins. The
other group was fed the stand
ard, well balanced ration induct
ing fortified trace minerals ami
vitamins A, D, and E. In com
paring results, milk and milk
fat production were quite simi
lar for the two groups—regard
less of whether the cows were
fed the complex supplement or
the standard ration.
Apy among the
(Continued on Page 21)
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