220 



MODERN FRUIT MARKETING 



ganizations are not interested in production and only 

 concern themselves in problems of distribution. 



Retailing. This is the last step in which the fruit 

 passes into the hands of the consumer. The retailer is 

 the one next to the producer who is most vitally inter- 

 ested, as he pays the bills and commissions to all the 



Fig. 119. A SPECIAL RETAIL MARKET 



middlemen. Retailing is the most expensive part of 

 all the processes of distribution, because it involves the 

 element of service which the city buyer demands. The 

 fruit in itself may be* comparatively cheap but the ex- 

 pense of getting it to the consumer is often large. The 

 crowded conditions in the cities, the reluctance with 

 which the average commuter carries home packages, and 

 the lack of judgment and foresight displayed by the 

 average housewife in buying supplies, all contribute to 

 the cost of service. This is a difficulty that can only be 

 remedied by cooperation among the retailers. At present 



