16 
BULLETIN 401, U. S. DEPARTMENT OF AGRICULTURE. 
DISTRIBUTION. 
The distribution of the western melon crop differs from that of 
most other crops, as it is handled almost entirely on consignment. 
This is due to its highly perishable nature, coupled with the long 
haul to market and the extremely rapid daily increase in the number 
of cars shipped after the season begins, all combining to make f. o. b. 
purchasing so risky that it is seldom attempted by eastern dealers. 
The same factors which make it hazardous for the eastern buyer 
to purchase f. o. b. shipping point make it necessary for the shippers 
to exercise great care in distribution if disastrous returns are to be 
avoided. Quick handling of the goods is essential, as a delay of a 
few days or even one day en route may cause melons to be overripe. 
Likewise, if best results are to be obtained, it is desirable that re- 
frigeration be continuous from the time that cars are shipped until 
they arrive at their final destination, and that car doors remain un- 
opened during the entire time. For these reasons diversions and 
inspections en route should be avoided, and it is highly desirable 
that direct distribution be secured at the shipping point. 
Not only should the distribution be direct, but it must be wide, 
as during the crest of the movement every possible outlet must be 
used if the grower is to receive an adequate return for his labor. 
Further, the distribution should be efficient; that is, markets should 
receive supplies in proportion to their consuming capacity. 
The determination of the proper supply for various markets is 
difficult, as it does not vary directly as the population. Certain 
small markets take larger daily supplies at profitable prices than do 
other larger markets. For the purposes of discussion, profitable 
prices are assumed to be prices which will net the grower a return 
equal at least to his cost of production. 
Cost of Production. 
The exact cost of production per crate for Imperial Valley musk- 
melons is not a matter which can be determined with scientific 
accuracy, as it varies with the fertility of the land, the business 
ability of the grower, the rate of production per acre, and various 
other factors. Estimates of cost per crate made by different growers 
vary considerably. One of the largest individual growers and ship- 
pers figures his total cost at 60 cents per crate on board cars, while 
many others believe SO cents about correct. Table 5 is believed 
to be a conservative estimate of the average cost per acre, bemg 
compiled after interviews with many growers of long experience. 
These figures are based on a labor cost of $2.25 per day per - 
man. The value of horse labor is figured at 75 cents per day per 
single horse. Cultivation is figured at the rate of 4 acres per day. 
