16 University of New Hampshire [Sta. Bull. 321 



Differences between retail and jobbing prices 



The difference between the average retail and jobbing prices to 

 growers does not represent a retail margin. Some growers may job, 

 some retail and some sell in both ways. Some may retail more ber- 

 ries in one part of the season than in another. A few growers may 

 job at prices as high or higher than others obtain for retail sales. 

 A comparison of the average retail and the average jobbing price 

 of growers who sell in both ways gives us a more satisfactory pic- 

 ture, particularly if they sell both ways on the same days. 



The differences between average retail and jobbing prices of all 

 growers reporting and of growers who sold in both ways are shown 

 below for different years. 



Differentials in cents per quart for 



All growers Growers who jobbed 



reporting and retailed 



1936 3.4 4.2 



1937 3.2 3.8 



1938 6.6 4.5 



1939 11 4.8 

 Average 3.9 4.3 



Retail store margins on strawberries 



Retail store margins on strawberries vary greatly. The frequent 

 use of strawberries as "leaders" may in part account for this. Many 

 retailers claim they do well to "break even" on strawberries. Price 

 cutting by some retailers who do use them as leaders, and spoilage 

 of berries which are not received in good condition often reduce or 

 eliminate profits. 



Close cooperation of the grower and retailer has l^een noted in a 

 number of areas, and it has been demonstrated that loss from spoil- 

 age can be kept low. The grower who finds it necessary to bring 

 in wet berries should impress on the retailer the necessity for mov- 

 ing them that same day. A lower price and a smaller margin are 

 warranted under such conditions in order to encourage the buyer 

 to can or use them quickl}'. Otherwise the sale may reflect on both 

 the retailer and the grower. Average gross retail margins of stores 

 as reported in 1938 were approximately 4 cents per quart. 



Strawberry purchases in Laconia stores in 1938 



Contacts were made with 36 independent retail .stores in Laconia 

 and Lakejjort in 1938. The following facts concerning strawberry 

 l)urchases were obtained. 



Number of stores 36 



Per cent carrying strawberries 53 



Average weekly purcliases 8 crates 



Average seasonal purchase 24 crates 



Per cent stating quality good 94 



Per cent .stating quality fair 6 



Per cent stating supply good 67 



Per cent stating supply fair 7 



Per cent stating supply poor 26 



