iThen ... The grocer 

 took the order, selected 

 the merchandise , advised 

 the shopper on the best buys. 



• • • NOW^ the shopper 

 does the selecting, de- 

 pending on the reputation 

 associated with labels for 

 assistance in making a wise 

 purchase . 



Answers to the question: " What were 

 the channels through which you dis- 

 tributed your processed fruits and vege- 

 tables during the 1953-54 season? " are 

 shown in table 3. 



Of the total number of firms answer- 

 ing this portion of the questionnaire, 22 

 processors of canned and bottled, 10 

 processors of frozen, and four processors 

 of packaged products reported that all of 

 their sales were made through brokers, 

 salaried representatives, or cooperative 

 sales agencies. Fifteen processors of 

 canned and bottled, 10 of frozen, and two 

 of packaged products reported that part 

 of their output was sold directly to re- 

 tailers, wholesalers, institutions, and 

 others. However, for the entire group, 

 direct sales accounted for only 6 percent 

 of total volume of sales. 



Table 3. - Channels of distribution of processed or packaged fruits, vegetables , rice, 

 dried beans and peas, and volumes moving through each, 1953-54 





How 

 distributed 



Volumes sold in cases or hundredweight 





Canned and bottled 



Frozen 



Packaged 



Total 





Volume 



Percent 



Volume 



Percent 



Volume 



Percent 



Volume 



Percent 







(1,000) 



(1.000) 



(1,000} 





(1,000) 





1. 



Sold through 



23,071 cases 93 



8,460 cases 96 



533 cases 



100 



32,064 cases 



94 





broker, salaried 







454 cwt. 



52 



454 cwt. 



52 





representative, 

















or cooperative 

















sales agency 















2. 



Sold directly 



1,842 cases 7 



369 cases 4 







2,211 cases 



6 





to retailers. 







416 cwt. 



48 



416 cwt. 



48 





wholesalers. 

















inst i tut ions. 

















and others 

















Totals 



24,913 cases 100 



8,829 cases 100 



533 cases 



100 



34, 275 cases 



100 











870 cwt. 



100 



870 cwt. 



100 



11 



