ies 
formed in the producing areas accounted 
for the second largest segment of the 
total marketing margin. They include 
the costs of picking, hauling, packing, and 
advertising and other selling costs. Local 
marketing charges varied from 16 to 
19 percent of the retail price in 1958-59 
and from 19 to 24 percent in 1959-60. 
Charges in cents per box were slightly 
higher in 1959=60 and retail prices were 
lower. Average packing and container 
costs have risen in recent years, partly 
because of the increased use of the 
half-box. 
Transportation charges made up the 
third largest segment of the marketing 
margin. As proportions of the average 
retail prices of oranges sold in the 
five cities, transportation charges in1958- 
59 ranged from 4 percent for Atlanta 
to 12 percent for Pittsburgh and in 1959=60 
from 5 percent for Atlanta to 14 percent 
for Pittsburgh. 
Terminal market charges accounted for 
the smallest portion ofthe marketing mar- 
gin. They declined from 1958-59 to 1959-60 
in line with prices, as they are made 
up largely of commissions which vary 
with selling prices. 
California Oranges 
The division of the retail price among 
growers and marketing functions was 
about the same for California oranges 
retailed in New York and Chicago as for 
Florida oranges sold in these cities. 
During the California Navel seasons 1956- 
57 through 1958-59 and the Valencia sea- 
sons 1957 through 1959, the wholesale- 
retail margin accounted for about 34 to 
47 percent of retail prices, producing- 
area marketing charges for about 13 to 
16 percent, transportation charges also 
from 13 to 16 percent, terminal market 
changes for about 5 percent, and the 
growers on-tree returns for 21 to 31 
percent (table 21). Retail prices were 
higher for California than for Florida 
oranges marketed in New York and Chi- 
cago. In New York during the 1958-59 
season, retail prices of Florida oranges 
averaged about 70 percent of those for 
California oranges. Dollars-and-=cents 
wholesale-retail margins also were con- 
siderably higher for California oranges 
than for Florida oranges. 
Retail prices of California oranges 
were higher in New York than in Chicago, 
and generally the same was true for 
wholesale-retail margins. 
Comparative Costs of Fresh, Canned, 
and Frozen Orange Juice 
In New York and Chicago canned or 
frozen concentrated orange juice was 
cheaper than juice from fresh oranges 
in 1958-59. The quantity of Florida fresh 
oranges (approximately 3 pounds) re- 
quired to yield 24 ounces of juice cost 
New Yorkers an average of 36.4 cents. 
Equivalent quantities of canned single- 
strength juice (24-ounce can) cost 23.1 
cents and of frozen concentrate (6-ounce 
can) cost 25.4 cents (fig. 8). California 
fresh oranges were more expensive than 
Florida fresh oranges. Probably few 
eastern consumers buy California Navel 
oranges for juice. 
It cost considerably less to market the 
processed products than fresh oranges. 
The average marketing margin for quan- 
tities equivalent to 24 ounces of juice 
marketed in New York during the 1958- 
59 season was 13.5 cents for canned 
orange juice, 15.8 cents for frozen con- 
centrate, and 25.1 cents for fresh Florida 
oranges. The marketing marginaccounted 
for about 70 percent of the retail price 
of fresh oranges and about 60 percent of 
the retail prices of canned juice and 
frozen concentrate. 
Among the various segments of the 
total marketing margin, the biggest dif- 
ferences were for wholesaling and re- 
tailing. The combined wholesale-retail 
margin for Florida fresh oranges in 
New York was five times that for canned 
juice. The higher costs of handling fresh 
oranges, which are more perishable and 
bulky than the processed products, ac- 
count for the big differences in these 
margins. Transportation charges also 
were considerably higher for fresh 
