GROWERS NATIONAL MARKETING AGENCY. 



33 



to 24 per cent, 96 reported 25 to 29 per cent, 22 reported 30 to 34 

 per cent, and 6 reported 35 per cent and above. The weighted aver- 

 age margin for all stores reporting was 22.4 per cent of the retail sell- 

 ing price. 



The average retail price of 18.7 cents a pound as reported by the 

 293 stores in cities of all sizes is not altogether representative in view 

 of the fact that the greater amount of berries is sold in the larger 

 cities at a slightly lower price. It is believed that 18 cents a pound 

 is a representative estimate for the retail price of cranberries for the 

 country as a whole during the three months under consideration. 



CRANBERRV SHIPMENT FROM WISCONSIN. 

 SEASON l9aO-l9SI 



Fig. 10. — Wisconsia cooperative shipmeats cover a limited territory compared with the shipments of 

 the other two districts. The 95 cars shipped in 1920-21 went almost entirely to the North Central 

 and Western States. 



The handling margins of retailers in 1920 ranged from around 10 

 per cent to above 35 per cent. 



On the basis of a retail price of 18 cents a pound, or $18 a barrel, 

 the retailer's margin for the period considered would amount to 

 $4.03 a barrel. This means a margin of 4 cents a pound to cover re- 

 tailer's handling expense. This retail handling expense is neces- 

 sarily relatively heavy, for cranberries are sold to the ultimate con- 

 sumer in small lots and all of the expense items of retail distribu- 

 tion enter in. 



Table 7 gives the retail prices for cities of varying sizes. Retail 

 prices from September 27 to December 4, 1920, at stores in 13 large 

 markets are given in Table 8 : ^ All of the stores visited report(id a 

 price below 17 cents a pound until after Thanksgiving Day. 



1 These data were gathered by representatives of the American Cranberry Exchange. 



