
By Gregory Clark, Illustrated by James Frise, August 28, 1937.
“Look,” said Jimmie Frise, “at all these pathetic little roadside stands.”
“Pin money,” I explained, “for the farmer’s wife.”
“If only,” cried Jim,” the farmers could be taught the art and craft of salesmanship.”
“Craft of salesmanship is right,” I agreed.
“They’re in the selling business,” went on Jimmie, “yet they know nothing of the science of selling. They’re years and years behind the times.”
“Wouldn’t a high pressure farmer look silly,” I protested.
“Listen,” cried Jim, slowing the car so we could have a better view of the little wayside stands as we passed, “we could make a fortune out of a correspondence school of salesmanship for farmers. Teaching the farmers the principles of modern salesmanship in twenty lessons.”
“If farmers were interested in selling,” I pointed out, “they would have quit farming long ago. The ones interested in selling have gone to the cities and are now our big executives in department stores and advertising agencies. The ones not interested in selling have stayed here on the farm.”
“Look,” said Jim, slowing still more. “Look at that outfit. A few mouldy old planks. A couple of untidy crates for support. And a few baskets of fruit and vegetables. And a woebegone lady sitting abjectly behind it.”
“The fruit looks swell,” I objected.
“Contrast that,” cried Jim, “with a modern city fruit store. The bright modernistic decoration of the shop front. The vast gleaming plate glass window. The beautifully patterned layout of the fruit and vegetables, all arranged in geometric design, making without question the most beautiful merchandise display in any city anywhere. And ready to wait upon you, a smart pretty girl in a snow white uniform.”
“Yeah,” I argued, “but the fruit has been packed and shipped and trucked and unpacked and handled and displayed and must have lost all its true freshness and tang. It is pretty but soft. It is ten days old.”
“That’s just the point,” insisted Jim. “If only these farmers knew a little about merchandise display. If they only woke up to what every little two-by-four shopkeeper in cities and towns knows. Here they’ve got the fruit fresh and lovely from their orchards and gardens. Here are highways, upon which flood ten thousand cars filled with consumers, not potential consumers but actual, daily, three times daily consumers. Yet they can’t make the contact. Why?”
“People like their stuff delivered,”1 I suggested.
“Poff,” snorted Jim. “It’s because the farmers don’t know the first thing about salesmanship. For instance, instead of these measly little shake-down platforms they build with old disused planks and a few boxes, why don’t they erect a neat, well-built little shelter, painted a bright attractive color? Put a roof over it to shelter the buyer from the sun and to create in the public’s mind the impression that the vegetables and fruit are sheltered from dust and cow flies and things?”
Woebegone Wayside Stands
“How much would a shack like that cost? A hundred bucks?” I demanded.
“They could build it themselves, in their spare time, with material lying about every farm,” declared Jim. “Five dollars’ worth of bright paint, white, yellow, green and red, would cover every telltale stick of cast-off lumber. Make it modern. Make it snappy, fresh, vivid, like the very fruits and vegetables offered. Bright red like apples, frosty green like squash or corn on the cob. Yellow like pumpkins, white like onions.”
“I get you now,” I confessed, for almost every quarter-mile, as we ticked along, we passed a wayside stand in the ditch, each more dilapidated than the last one, more woebegone, more completely out of tune with the bright and pleading bounty on display.
“Why?” demanded Jim, “Why doesn’t it stop us? We go right by. Yet in the next town, we’ll probably be beckoned by some tawdry bright soft drink shack and go in for a bottle of pop. Or worse, we’ll be halted by some bedizened2 fruit store, run by some guy who couldn’t make sunflowers grow, and there we’ll buy some fruit…”
“I feel like a nice sweetish, sourish harvest apple,” I said, “right now.”
“It is the same principle,” said Jim, “as the little country girl in a faded gingham frock as compared with some salty city jade done up in the latest snazzy slip covers… which does a man prefer?”
“The snazzy city jade, I’m afeared,” I feared, “but how about stopping along here somewhere for a few of those yellow harvest apples? The kind all wet at the core, you know?”
“O.K.,” said Jim, “but I think something ought to be done about it. I think the government ought to start a course of training in salesmanship for farmers.”
“Yeah,” I said, “and lose all the city merchants’ votes. Governments believe in leaving things sitting pretty.”
“I suppose it’s all a case of natural selection,” said Jim. “If a farmer had any ideas about selling, he wouldn’t be a farmer.”
“Yes, and a lot of people who are trying to sell,” I added, “and haven’t any ideas about it, ought to be farmers. It’s a matter of patience. The patient ones are on the farm, watching things grow. Waiting for things to get born. All the impatient ones are in the cities, dashing about, hustling, promoting, urging, stepping up.”
“Like us,” sighed Jimmie.
And then we hove into sight of the saddest and most derelict wayside shrine of agriculture either of us had ever seen. It was by a gate, half in the ditch and half out. It was built of odds and ends that included old fence rails, boxes, crates and pieces of thin board that might once have been part of a chicken coop but couldn’t stand the gaff.
On this rickety and skewed platform were laid, without any decorum or sense of straight from crooked, sundry baskets of apples, four green squash, two baskets of corn and some sundries.
A Little Shrine Does Wonders
Almost hidden from sight behind this poor spread sat a middle-aged woman, bowed as if in grief. She did not lift her face as cars went by, but sat as if counting beads or picking at her fingers, an object of complete symphony with the raggedy table before her.
“Aw,” said Jim, compassionately, as he started to slow the car.
“Wait a minute, wait a minute,” I hissed. “Those don’t look like much apples to me.”
But ignoring me, Jim stopped the car on the shoulder of the road and stepped out. I followed.
“Well, lady,” said Jim, cheerfully. “How’s business to-day?”
The lady did not answer at once. She slowly struggled back to consciousness from the dim place she had been.
“No business,” she said at last. “Three days I been sitting here and you’re the first.”
I noticed the apples, while large and firm, were dusty and some of them had dry mud on them. The squash were muddy.
“Those apples aren’t windfalls, are they?” I inquired.
“No, indeed,” said the lady, now quite restored to consciousness, and getting up to her feet. “Hand picked. I picked them myself. They’re just a little dusty. I laid them on the ground while I put them in their baskets.”
“They’re not very attractive looking,” I muttered.
“Ah,” smiled the lady, “it ain’t the look of an apple.”
“Oh, but it is,” cut in Jimmie, who selected a big yellow one and polished it smartly on his sleeve. “Look at that, now.”
He held the apple up and it gleamed in the sunlight like lacquer.
“Aw,” said the lady, “people aren’t fooled by a little shine.”
“Oh, yes they are,” said Jim, leaning up against the stand in a friendly and conversational way. “Ninety per cent. of the apples you people grow are eaten by city folk. And city people are trained and schooled and brought up to expect a lot of shine on what they buy. Look at cellophane. Why you can hardly buy a shirt or a dozen eggs or anything in the world now that isn’t all wrapped up in the perfectly transparent shine and glitter of cellophane. It’s nothing but shine.”
“Aw,” said the lady, shifting the baskets a little but not improving their arrangement. “I don’t believe in fooling people. A good apple is a good apple, and I know it and they know it, and it’s a fair deal.”
“But how much better,” cried Jim, “if these good apples of yours were made beautiful to look at, attractive and appetizing to the eye?”
“You don’t taste with your eyes,” said the lady.
“In a way, you do,” argued Jim.
“Well,” I interjected, “we’d better be trotting along, Jim.”
“Wait a minute,” said Jim, standing back a little and surveying the rickety layout. “Now, lady, look at the facts. Hundreds of cars are passing here every hour. Full of people who eat three times a day. Yet in three days you say nobody has stopped at your stand.”
A Miracle of Art
“There’s too many of us along the highway,” said she.
“It’s not that,” said Jim, kindly. “Either way along this highway are dozens of stands.
We’ve been looking at them. And the stands where the cars are stopped are the ones that look the brightest, the most attractive.”
“Aw,” said the lady.
“It’s a fact,” cried Jim. “People, like bees, are attracted to the brightest flowers.”
“Yes,” argued the lady, “but where’s the best honey? In buckwheat, and how bright is it?”
“Madam,” said Jim, “let’s just experiment. Look, have you got any kind of a cover, any bright cloth, we could use to cover this stand?”
“I’ve got a patchwork quilt,” said the lady, after a moment, “the loveliest one I ever saw, and I made it myself when I was a young woman. It is red, with stars on it, and bright red roses.”
“Look,” cried Jim, “get it, and a platter or big dish,”
“I have a beautiful blue platter,” said the lady, “about this big, see?”
“Perfect,” cried Jim. “Now, I’ll tell you what we do. I’ll straighten up and strengthen this stand, see. Have you got an axe?”
“It’s in the shed,” said the lady.
“I’ll straighten up this stand,” said Jim. “You fetch the quilt and the platter and my friend here will polish up these apples and those squash.”
“What with?” I demanded.
“Polish them, polish them,” said Jim, urgently. “Take them back to the pump and wash them, first, and then polish them. Put a high glossy polish on them. Do you mind?”
“No, I don’t mind, but…” I said, for I am one who lives by my brains, not by my hands, and I find my brains never hurt me or get blistered or ache.
“Get going,” said Jim. “It won’t take ten minutes to do it.”
“What will I polish them with?” I repeated.
“Look around the house,” said Jim.
“Is there a dog?” I inquired.
“No dog,” said the lady, and she and Jim each took a basket and a squash and helped me back to the pump and then they went indoors while I carried the rest of the stuff. They came forth with quilt and platter and axe and some stakes of wood and I went in to look for polishing materials. There were dish towels on a rack and after hunting through drawers and cupboards, I came on a tin of floor wax, mostly used and pretty dry, but still capable of giving a little when I softened it with my finger.
I went out to the pump and took off my coat and set to. I pumped and let the fresh cold water gush over the apples as I held them two at a time in my hands, turning them. I washed the squash free of all dried mud. I then sat down and dried them with the towel and, with my finger nail, carefully applied a tiny bit of polish.
I could hear Jim thudding and banging down at the gate and could hear exclamations of delight from the lady, as she beheld the miracle of art happening before her eyes. I polished apples until never in my life had I seen such a polish even on red peppers. No apple ever glowed as these did. in their reds and yellows. I was careful not to put too much polish on, and I smelt each apple when complete to make sure no odor remained.
The squash came out of my hands so green and silvery gray and beautiful, so gleaming and shining, I lost all my distaste for the job, and when Jim shouted to me to hurry up, I him I was coming when my job was done.
I carried the first baskets of apples down gate, and if Jim was proud of his remodelling job, he certainly had to share it with me for the apples.
“Good heavens,” Jim cried, “what a shine!”
“They hardly look like my apples,” the lady said, in astonishment.
So I went back and got the rest of the apples and the squash and they were laid out triumphantly on the reorganized stand, and we were standing back admiring the transformation when a big car that was speeding by suddenly jammed on its brakes, skidded to a stop and backed up to us.
A big smiling fellow leaped out and stood staring in delight at the display.
“I’ll take a basket of the apples,” he said briskly, hand in pocket.
The lady made change trembling. Jim and I stood back, proud.
“Make it two baskets,” said the gent, and I snatched up a second basket for him. He selected a choice apple and bit it.
“Ug.” he choked, “guh, guh, thpew!”
“What is it?” Jim cried.
“Poison, arsenic,” shouted the man, gasping and grabbing his throat. “Did you spray these apples, woman? What with quick?”
All was confusion, the man dropped his basket and clutched his face, his neck, his Adam’s apple, his face went livid.
The woman picked up an apple and sniffed it. Then she bit it.
“Owek! Pehaff!” she screeched.
Jim seized one. Bit it.
“What’s this?” Jim shouted, glaring terribly.
“What’s what?” I said.
“What did you polish these apples with?” shouted Jim, each word by itself, as if I were deaf.
“I used a little eeny weeny bit, just a teeny flick of wax,” I said. “Floor wax.”
The gent simply got in his car, slammed the door and lurched off. Jim and the lady stood looking at me with their eyes all screwed up.
“City people,” said Jim, finally, “shouldn’t be allowed to help country people. At all.”
So we went back and washed the apples and squash all over again, and then Jim and I each bought two baskets and a squash and left the lady.
But she sat up a lot more business-like behind her stand.

Editor’s Notes: This story was repeated on August 26, 1944 as “Apple Polishers!”









