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 bé 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 
