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The Place of the Animal Husbandry Specialists in a Marketing Program

Ohio State University

Abstract

Present Attitude Toward Marketing

It would seem proper to open this discussion by recognizing the fact that the extension organization has, during the past three years particularly, been criticised for being almost exclusively a production organization. From all classes of people—farmers, farm-bureau workers, politicians, agitators, and other friends and quasi-friends, have come statements to the effect that the farmer was not interested in being taught how to produce more of this or of that, but rather wished to be taught how to market what he already had produced—how properly to dispose of the second blade of grass rather than how to produce two blades where one grew before. Such statements are familiar to every agricultural worker. Such an attitude on the part of those with whom we have to work has made it difficult for the extension man to prosecute his work as successfully as he should. In my own State men in public meetings have openly challenged our specialists for promulgating a doctrine of increased production when we already were afflicted with overproduction.