CANTALOUPE MARKETING IN THE LARGER CITIES. 11 
SOME TRADE FACTORS INFLUENCING THE MARKETING OF CANTA- 
LOUPES. 
A wholesale, jobbing, or retail merchant who deals in cantaloupes 
has a chance to demonstrate both ability and good judgment. The 
high degree of perishability of this fruit demands that great care be 
exercised in its handling. When it is possible to avoid it, canta- 
loupes should not be exposed to the sun or kept in a warm place. 
The quickest possible movement consistent with reasonable prices 
should be a fixed rule with every dealer. 
MARGINS OF GROSS PROFIT. 
In considering the results secured by following as large a part as 
was possible of certain cars of cantaloupes through to the consumer 
it must be borne in mind that the investigations made during the 
season of 1914 included comparatively few cars. In order to draw 
fair conclusions regarding the average margins of profit received by 
different dealers in the handling of cantaloupes it would be necessary 
to conduct studies covering a far greater number of cars in a larger 
number of markets and extending over several seasons. 
No conclusions for general application can be drawn safely from 
the examples which follow. The results on each car must be con- 
sidered as representing individual instances of cantaloupe marketing, 
typical only of the conditions which existed at that point during the 
time the car was sold. The 1914 cantaloupe season was abnormal, 
supplies being heavy and ruling prices exceedingly low during most 
of the summer. 
It must be understood that in giving detailed data on the cars of 
cantaloupes traced the margins mentioned represent gross profits. 
From these profits the dealers who bought their supplies outright were 
compelled to deduct all overhead expenses properly chargeable against 
the transaction, as well as all losses due to deterioration and decay 
of stock. All expenses for drayage and delivery are included in the 
gross profit made by the various dealers except in the case of the cars 
handled on commission, where the drayage from the car to the com- 
mission merchant's store is, with few exceptions, charged to the 
shipper. 
In Table 4 figures are given on all cars of standard crates or flat 
crates followed, where the number of crates traced through to the 
consumer equaled 5 per cent or more of the contents of the car. 
