From producer to consumer. Illustration shows two men, one labeled Producer, using a pulley system labeled US Parcels Post to ship a package labeled Direct to Consumer beyond the reach of a man labeled Express Co. straddling a RR station and a man labeled Middleman standing in front of a Commission Market to a man labeled Consumer and a woman standing at the other end of the pulley system; the consumer in turn sends payment for the goods received by the same system. Date 1911 January 4. From producer to consumer. Illustration shows two men, one labeled Producer, using a pulley system labeled US Parcels Post to ship a package labeled Direct to Consumer beyond the reach of a man labeled Express Co. straddling a RR station and a man labeled Middleman standing in front of a Commission Market to a man labeled Consumer and a woman standing at the other end of the pulley system; the consumer in turn sends payment for the goods received by the same system. Date 1911 January 4.