GROWERS NATIONAL MARKETING AGENCY. 
33 
to 24 per cent, 96 reported 25 to 29 per cent, 22 reported 30 to 34 
per cent, and 6 reported 35 per cent and above. The weighted aver- 
age margin for all stores reporting was 22.4 per cent of the retail sell- 
ing price. 
The average retail price of 18.7 cents a pound as reported by the 
293 stores in cities of all sizes is not altogether representative in view 
of the fact that the greater amount of berries is sold in the larger 
cities at a slightly lower price. It is believed that 18 cents a pound 
is a representative estimate for the retail price of cranberries for the 
country as a whole during the three months under consideration. 
> \ / £ 
I 100 CARS 
CRAN 
BERRY SH 
SEAi 
IPMENT F 
30N I92C 
ROM WISCONSIN. 
-1921 
:^^\\ i< 
(= ^A\ *B 
/ 9 
2 
\ ML ■ Ty\~\ 
V*/ if L 
t ■ 
.1 9 
*xy^yi^ 
■ 
^1—^a x> 
Fig. 10. — Wisconsin cooperative shipments cover a limited territory compared with the shipments of 
the other two districts. The 95 cars shipped in 1920-21 went almost entirely to the North Central 
and Western States. 
The handling margins of retailers in 1920 ranged from around 10 
per cent to above 35 per cent. 
On the basis of a retail price of 18 cents a pound, or $18 a barrel, 
the retailer's margin for the period considered w T ould amount to 
$4.03 a barrel. This means a margin of 4 cents a pound to cover re- 
tailer's handling expense. This retail handling expense is neces- 
sarily relatively heavy, for cranberries are sold to the ultimate con- 
sumer in small lots and all of the expense items of retail distribu- 
tion enter in. 
Table 7 gives the retail prices for cities of varying sizes. Retail 
prices from September 27 to December 4, 1920, at stores in 13 large 
markets are given in Table 8 : 1 All of the stores visited reported a 
price below 17 cents a pound until after Thanksgiving Day. 
These data were gathered by representatives of the American Cranberry Exchange. 
