.) 
APPLE MARKET INVESTIGATIONS, 1914-15. 7 
The profits derived from the sale of cheaper grades of apples to 
zhe poorer class of consumers are not so large. It was learned that 
those catering to such trade operated on a margin of 75 to 100 per 
cent of the purchase price. Table 1 shows the purchase and selling 
prices of certain varieties of apples handled by retail grocers in St. 
Louis, Mo., on October 13 and 14, 1914. 
TaBLE 1.—Purchase and selling prices of apples handled by retail grocers in St. Louis, 
October 18 and 14, 1914. 
Selling price, per peck,! received by 10 retail grocers. 
Variety. Purchase price 
per barrel. 
No. 1.|No. 2.|No. 3.|No. 4.] No. 5.| No. 6.| No. 7.| No. 8.| No. 9.|No. 10. 
Cis. | Cts. | Cts. | Cts. | Cts. Cts Cts. Cts. Cts Cls 
Ben Davis.......- $1.55 to $1.75. |, 25 :|..2.. foc.) 25 PST age 30 SHO PS a Ie) pay Mar 
Workslmpenials-calig2)25:t0 73.00.0804]. oo5 peste alee. Se | Sele et 40 40h re hes se 
Jonathan........-. 21.00 to 1.25.. 40 ALS OS ae 8. hy ee 40 254 Ui Fea PL AD | EM a eae 40 
ON pe heehee gee ae 2.75 to 3.00..].....- CO) [eS A) AG SPR AS TODA RM SEO SON UIE UOC a A 
Gano fee: eye IRCSSTOM LeSOR Sees bea es 25 50 Jae Wate | (SSI tN Wea Lk AC a Rae A 
Rome Beauty...-| 1.65 to 2.60..}.....-]..---. SON ees CA a GHEE |e ey a GW soe 
Hubbertson ..... i 75gUO} P2700 Salers a] caer eee OOM Ee MeN ati Re ee Pee iat Nae Mee amyl aa tui ue We leaee 
MASSOUD PIN Nemes LOmeleGO Wap ee ey Cn Mt Se Sako mes ye P 
Greening. 222.2. PAOD) ea) gap US) ISPs Aa) gg Ee Cay Wp rave a FO une Co a I 25-5 
: Sees pore 12 to 13 pecks from a barrel of apples; 4 pecks from a box of apples. 
By keeping prices at a rather high level, the stores move only a 
small quantity each day. Considering the fact that overhead and 
operating charges are not so high as in the case given above, and 
that there is a greater proportion of strictly cash trade, it appears 
that the margin of profit is rather great. It is reasonable to believe 
that sales could be made on a very much closer margin and still 
offer ample protection and profit to the dealer. These grocers, how- 
ever, seem to prefer handling small quantities rather than moving 
large quantities upon small margins. | 
The peddler and pushcart men truly may be called distributors. 
These dealers are large factors in creating a demand for fruit. They 
make an effort to find customers and by so doing dispose of a large 
quantity. As a rule, they handle only the poorer grades, buying 
extra fancy and fancy boxed apples only when the price is extremely 
low. This year they handled more box apples than ever before, and 
the margins were small. The circumstances under which they work 
enable them to make a close price, and it seems certain that any 
reduction they could afford to make would not affect materially the 
rate of consumption. In general, it appeared that retail apple prices 
were too high this year, and there is little doubt that the amount 
used would be increased greatly if grocers would buy in larger quan- 
tities and sell at a price sufficienly low to attract public attention. 
In a middle western market there is a chain of retail stores which 
handle apples in a very original manner. They sell for cash, make no 
