-7 
from 1910 to 1920 was downward falling considerably below 
that for 31 farm products. 
During the first four years of the period, 1910 to 
1920, a box of oranges had a slight advantage over a bushel 
# 
of apples in purchasing power. For the remainder of the 
period, however, organes fell much below apples in purchas¬ 
ing power when compared on the same base, 1908-1914, 
Better warehousing facilities near the large producing 
sections would prove an important factor in stabilizing 
prices during the heavy crop moving months. 
In marketing apples there are three to six channels 
through which the fruit passes before it reaches the ulti¬ 
mate consumer. Each of these renders a service and makes 
a charge for same. Time and place services are legitimate 
marketing costs and deserve a fair compensation. 
Gross profits of retailers vary from 75 to 250 per 
cent. Lowering this margin taken by retailers by a reduc¬ 
tion in price would increase the consumption of apples 
and, through the increased volume of business, return 
equally good profits. 
Attempts to increase the use of apples in the diet 
should be directed toward the weak link in the marketing 
process, namely, the one connecting the retailer and the 
consumer. 
