In the context of revenue recognition, if certain conditions are fulfilled, a company must recognise revenue from its sales operations. These conditions include ease and reliability of measuring revenue, certainty about future economic benefits, and identifiable costs incurred or to be incurred. The concept of prudence also applies, requiring income to be recognised only when realised. In the present case, the company should not record revenue at the start of the quarter as the risk and rewards have not been transferred to ultimate buyers. Additionally, fees paid to retailers for displaying products must be charged separately to provide a clear picture of financial statements.