Shrinkage 
Market investigations show that the shrinkage, includ¬ 
ing decay and deterioration, of perishable products handled 
on our large markets averages 30 to 40 per cent of the 
middleman's margin’of profit. It is evident that some one 
must bear this loss, consequently it is added to the con¬ 
sumer's price. It is logical, therefore, that any reduc¬ 
tion in this loss through shrinkage will lessen the neces¬ 
sary margin of the dealer and make possible, either a lower 
price to the consumer or a larger return to the producer, 
or both. 
Among the causes of this unusually heavy shrinkage are 
the glutting of our markets with perishable products through 
poor distribution, improper care of the product before and 
after it reaches the market, frequent handling, rough treat¬ 
ment after it reaches the retailer, and lack of proper 
storage and refrigeration facilities. With apples there is 
also a very heavy shrinkage on the farm. Frequently the 
farmer will allow his fruit to rot or become over-ripe be¬ 
cause he cannot find a satisfactory market for it, or be¬ 
cause he is too busy seeding or harvesting another crop 
considered of greater importance. The trouble quite often 
may be traced to a lack of proper market information or 
marketing facilities. That the losses through shrinkage 
could de reduced there is little uoubt • There "is evidence 
that progress is being made in this direction through con¬ 
certed efforts on the part of producers organizations and 
distributors, especially through a more efficient use of by¬ 
products made possible by a large volume of business. 
