Radio showmanship (Jan-Dec 1944)

baking, and the answer, almost universally, was: "II there is an abundance ol milk and eggs in the post-war period, J want the real things." Speeialties such as dried fruits are acceptable and often necessary to cooking, but it seems to me that a strong selling campaign would be necessary to earn the housewife's respect for any dehydrated or dry food other than those now accepted. (3) After the war, would you like to buy your meat pre-cut, cellophane wrapped, and priced, from a self-service display case? I found that pre-packaging of meat, especially, will be a time-saver, and a big help to the average housewife, but woe to tlie meat dealer, wlio slips a poor piece of meat into that cellophane wrapper! He will immediately destroy every bit of prestige cellophane wrapped food will have built up. In other words, there is the germ of a good idea in the cellophane packaging, if Mrs. Housewife can be guaranteed of freshness and quality. Another selling job for the grocer. In this case, lots of confidence in the fact that Mr. Smith the grocer, sells only good meats. (4) Will you buy more or less quick frozen foods after the war? Frozen foods everywhere are popular with housewives, and I have yet to find one who dislikes them. To me, it seems that a bright future is in store for frozen foods. All housewives tell me that frozen foods are clean, quick to use, and tasty, and that each member of the family enjoys them. What more endorsement can any product earn? Yes, definitely yes, frozen foods will be a popular item after the war. (5) Do you buy bread from your grocery store? Definitely yes. First, I'd like to pay tribute to the bakers of America who have given American housewives the best bread in the world; secondly, to the advertising agencies who have carried out a sensible, acceptable campaign to introduce the housewives to bread, its value and importance, and to j)urchasing a particular type of bread with (on(idencc. Fhere are more types ol bread on the grocers shelves than ever before, but the average housewife buys a wellknown brand along with her grocery order, safe in the assurance that the bread will be fresh, and good. (6) Do you buy other baked goods, such as pies, cakes, etc., from your grocery store? Yes! Timesavers, of course. The cakes and pies have given the customers the same assurance as bread, thanks to better baking methods and to sensible, smart exploitation. (7) Do you think the grocery store shoidd sell hardware items, like electric fuses, garden im^plements, etc.? This reminds me of the drug-store developing into a minor department store. Although I don't believe the average grocery store should grow into a super, all-purpose grocery store, supplied with every conceivable item the housewife needs, I do believe that items such as the housewife must use along with food, and allied products have a very definite place in the grocery store. Many times the housewife has dashed to the grocery store with only a few minutes to spare, and wished that the grocer might have a funnel, corkscrew, strainers, bottle openers, measuring cups, bread knife, pastry blender, and a host of other articles. I believe the grocer should carry these items after the war for two reasons: as an added service to customers, and an added source of revenue. The average housewife agrees. (8) Do you buy vitamin tablets? Yes, at the drug-store. Do you know why a grocer shouldn't be permitted to sell vitamins? No reason! Housewives tell me, "Vitamin tablets are food, and not a medicine." Here again, grocers need to do a selling job to get the average customer acquainted with the fact that the grocer, handling food, also sells vitamins. NOVEMBER, 1944 • 383 •