Floral Marketing by Wholesale Growers in New York and Chicago

Excerpts from the report Preface: Greenhouse and nursery products are an important source of income for farmers in many areas. The Department of Agriculture has estimated that in 1958 farmers' total cash receipts from these products were $632,000,000. The present study, which deals with cut flowers and potted plants in the Chicago and New York City market areas, is part of a broad program of research aimed at improving marketing efficiency and expanding markets for farm products. This is the second report from a study of floricultural marketing in the New York and Chicago market areas. It is concerned with marketing at the wholesale grower level. It describes (1) the volume of sales and floral commodities sold; (2) marketing methods, practices, and policies; (3) marketing services available; (4) cost of marketing; and (5) gross returns per square foot of greenhouse area. Also, it evaluates the impact of marketing channels, practices, and pattern of distribution on marketing costs