Not only must there be sufficient volume of a given product, but it must be so standardized with regard to varieties, grade and quantities or packages that the reputation of the goods may be established in the market. In order to secure uniformity it has been found necessary to standardize varieties and to grow a few well-known varieties of a given product which are best adapted to local conditions and to the market, rather than a number of varieties, as might be feasible if they were all sold directly on the local market. Uniformity of grading and packing is also essential to establish a reputation on the market. A concern like the California Fruit Growers' Exchange cannot afford to spend half a million dollars a year in advertising unless it knows that its product will be as advertised, for advertising an unreliable product may secure temporary sales, but will hardly be a profitable investment, for the value of advertising an honest product is cumulative. To secure necessary uniformity of grading and packing it has been found necessary with almost all agricultural products to have the grading and packing done at a central establishment rather than on the farm. For even assuming the honesty and good intent of the farmer, the standards and skill of different farmers will vary to such an extent that uniformity is impossible. Uniformity of grade and package must be secured at some stage of the process of marketing before the goods are bought by the retailer. Until recently much of this service has been performed by the commission men at the central markets, who have taken what was shipped to them or what their agents purchased and graded it to meet the demands of the trade, and who, of course, had to charge for their services. It has been found more profitable with most products to have the grading and packing done as near to the farm as is possible to secure a sufficient volume of business for the enterprise. Thus we have local packing houses for fruits, potatoes, poultry products, grain elevators, etc., usually located at the point of primary shipment. These local plants, as well as local creameries, canneries, and other agricultural factories and storage plants, become community institutions as they meet the needs of the farmers within the areas tributary to the centers where they are located. It is true, of course, that many of these plants are located in the open country or at mere railroad stations, and that many of them draw their patronage from several communities; yet more commonly than otherwise they are located at village centers and serve the areas tributary to them. With the advent of good roads and motor trucks, the areas served by such establishments will tend to become larger, but there are many local circumstances which will tend to limit the process of centralization. Whether these plants are operated by private individuals, by stock companies, or by cooperative associations of the producers, they are