CANTALOUPE MARKETING IN THE LARGER CITIES. 11 



SOME TRADE FACTORS INFLUENCING THE MARKETING OF CANTA- 

 LOUPES. 



A wholesale, jobbing, or retail merchant who deals in cantaloupes 

 has a chance to demonstrate both ability and good judgment. The 

 high degree of perishability of this fruit demands that great care be 

 exercised in its handling. When it is possible to avoid it, canta- 

 loupes should not be exposed to the sun or kept in a warm place. 

 The quickest possible movement consistent with reasonable prices 

 should be a fixed rule with every dealer. 



MARGINS OF GROSS PROFIT. 



In considering the results secured by following as large a part as 

 was possible of certain cars of cantaloupes through to the consumer 

 it must be borne in mind that the investigations made during the 

 season of 1914 included comparatively few cars. In order to draw 

 fair conclusions regarding the average margins of profit received by 

 different dealers in the handling of cantaloupes it would be necessary 

 to conduct studies covering a far greater number of cars in a larger 

 number of markets and extending over several seasons. 



Xo conclusions for general application can be drawn safely from 

 the examples which follow. The results on each car must be con- 

 sidered as representing individual instances of cantaloupe marketing, 

 typical only of the conditions which existed at that point during the 

 time the car was sold. The 1914 cantaloupe season was abnormal, 

 supplies being heavy and ruling prices exceedingly low during most 

 of the summer. 



It must be understood that in giving detailed data on the cars of 

 cantaloupes traced the margins mentioned represent gross profits. 

 From these profits the dealers who bought their supplies outright were 

 compelled to deduct all overhead expenses properly chargeable against 

 the transaction, as well as all losses due to deterioration and decay 

 of stock. All expenses for drayage and delivery are included in the 

 gross profit made by the various dealers except in the case of the cars 

 handled on commission, where tho drayage from the car to the com- 

 mission merchant's store is, with few exceptions, charged to the 

 shipper. 



In Table 4 figures are given on all cars of standard crates or flat 

 crates Followed, where tho number of crates traced through to the 

 consumer equaled 5 per cent or more of the contents of the car. 



