sales revenues per unit of floor space, added packaging that may be
added to fresh fruit and the weight of fresh fruit relative to its
value. Perishability may also be an important factor although fresh
citrus wholesale and retail spoilage have been estimated at very low
levels [24].


 COSTS OF MARKETING CHANNEL FUNCTIONS


 While previous sections have been concerned with individual stages
in the marketing channel, the purpose of this section is to look simul-
taneously at the total marketing channel and determine how much of the
consumer's dollar spent on citrus and citrus products is returned to
various marketing channel participants. Three products, orange concen-
trate, canned single-strength grapefruit juice and fresh grapefruit are
examined.
 The amount and percentage of the retail dollar that is returned at
various levels in the marketing channel was calculated for frozen concen-
trated orange juice (Table 19). Many of the items have been relatively
stable (the larger the coefficient of variation, the greater the amount
of variation). Picking and hauling costs have shown the greatest
variability due to the strong increasing time trend and are followed
closely by on-tree returns (Table 19). FOB-retail margins and processing
cost have shown the least amount of variation.
 For the 13 years shown, on-tree returns are 30.6 percent of the
average price paid for orange concentrate in 6-ounce cans. The FOB-retail
and processing costs have averaged 27 and 28 percent, respectively.
While picking and hauling costs have been the element accounting for the
lowest percentage of the retail dollar, this item has shown the strongest
upward trend.
 For canned grapefruit juice the relative proportion of the retail
dollar for processing costs is much higher than for concentrate (41
compared to 28). Picking and hauling costs represent a lower percentage
of the retail dollar (12 percent) while grower returns are 21 percent