ABSTRACT


 Changes in costs associated with each level in the fresh and

processed citrus marketing channel are examined. The results indicate

that nearly 60 percent of the retail food dollar spent on fresh grape-
fruit is associated with activities that occur after the fruit leaves
fresh fruit packinghouses. For frozen concentrated orange juice and
canned single-strength grapefruit juice the FOB-retail margin was

estimated to be 30 and 26.5 percent, respectively, of the consumers'

expenditures.


 Key words: citrus marketing, marketing margins, cost trends,
citrus acreage, citrus production, on-tree revenue, on-tree returns.


 ACKNOWLEDGMENTS


 We wish to express our appreciation to Ms. Vera Anderson, Ms.

Sarah Miller, and Ms. Molly Owen for their clerical and secretarial
assistance.