Rule 20. When cheese are offered under the Call, without Inspector's Certificate, should the buyer not consider the cheese a good delivery, according to description by seller, he may notify the seller, and if the seller is unwilling to make another delivery, the buyer may call upon the Inspector to decide whether or not the delivery shall stand. If the Inspector decides it is a good delivery, the buyer shall accept the cheese. If the Inspector decides it is not a good delivery, then the seller shall have twenty-four (24) hours in which to make a good delivery. But if the seller, after twenty-four (24) hours, fails to make a good delivery, then the buyer shall notify the Superintendent of the Exchange, who shall collect a penalty of three per cent of the amount of the transaction, the Exchange retaining twenty-five per cent of this sum, and seventy-five per cent shall be paid to the buyer. Rule 21. Spot sales under the Call shall be for spot cash unless otherwise agreed. Rule 22. All failures in meeting contracts shall be reported to the Superintendent of the Exchange, and announced at next regular session of the Exchange. +330. Marketing perishable varieties.+--Soft cheeses, such as Cream, Neufchâtel, Cottage, are usually sold to jobbers or directly to retail stores. They have a very short commercial life, hence cannot be held long before delivery to the consumer. From the jobber, cheese usually goes to the wholesale grocer and then to the retail dealer and finally the consumer. Most jobbers have cold storages so that they can hold cheese without injury to quality. (See Fig. 74.) The kind of cheese marketed in any locality depends on the tastes of the residents. For example, the South usually desires a highly colored product, thinking this color indicates more fat; in the Cheddar group New England demands a soft pasty quick-curing cheese, thinking that softness is a sign of more fat and richness; England wants a rather dry, well-cured, highly flavored cheese. Canadian Cheddar cheese has been standardized as far as possible to appeal to the English market. A long ripening period keeps capital tied up through the further time required for delivery. This has led to the sale of much of the cheese almost or entirely unripe. So much of the product has reached the consumer without characteristic varietal flavor that large numbers have acquired the habit of purchasing and even preferring cheese only partly ripe. [Illustration: FIG. 74.--A cheese cold storage room.]