16 BULLETIN 401; V. S. DEPARTMENT OF AGEICULTUEE. 



DISTRIBUTION. 



The distribution of the western melon crop differs from that of 

 most other crops, as it is handled almost entirely on consignment. 

 This is due to its highly perishable nature, coupled with the long 

 haul to market and the extremely rapid daily mcrease in the number 

 of cars shipped after the season begins, all combining to make f. o. b. 

 purchasiug so risky that it is seldom attempted by eastern dealers. 



The same factors which make it hazardous for the eastern buyer 

 to purchase f. o. b. shipping pomt make it necessary for the shippers 

 to exercise great care in distribution if disastrous retuims are to be 

 avoided. Quick handling of the goods is essential, as a delay of a 

 few days or even one day en route may cause melons to be overripe. 

 Likewise, if best results are to be obtained, it is desirable that re- 

 frigeration be contmuous from the time that cars are shipped until 

 they arrive at their final destination, and that car doors remain un- 

 opened durmg the entire time. For these reasons diversions and 

 inspections en route should be avoided, and it is highly desirable 

 that direct distribution be secured at the shipping point. 



Not only should the distribution be direct, but it must be wide, 

 as during the crest of the movement every possible outlet must be 

 used if the grower is to receive an adequate return for his labor. 

 Further, the distribution should be efficient; that is, markets should 

 receive supplies in proportion to their consuming capacity. 



The determmation of the proper supply for various markets is 

 difficult, as it does not vary directly as the population. Certain 

 small markets take larger daily supplies at profitable prices than do 

 other larger markets. For the purposes of discussion, j^rofitable 

 prices are assumed to be prices which will net the grower a return, 

 equal at least to his cost of production. 



Cost of Production. 



The exact cost of production per crate for Imj)erial Valley musk- 

 melons is not a matter which can be determined with scientific 

 accuracy, as it varies with the fertility of the land, the business 

 ability of the grower, the rate of j)roduction per acre, and various 

 other factors. Estimates of cost per crate made by different growers 

 vary considerably. One of the largest individual growers and ship- 

 pers figures his total cost at 60 cents per crate on board cars, while 

 many others believe 80 cents about correct. Table 5 is believed 

 to be a conservative estimate of the average cost per acre, being- 

 compiled after interviews with many growers of long experience. 

 These figures are based on a labor cost of $2.25 per day per 

 man. The value of horse labor is figured at 75 cents per day per 

 single horse. Cultivation is figured at the rate of 4 acres per day. 



