Organization and Practices of Selected Terminal Wholesale Flower Markets in the West

Richard Hall

No 312088, Marketing Research Reports from United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program

Abstract: This report--part of a nationwide study of terminal wholesale flower markets--includes data on 22 wholesalers in two major western markets - Los Angeles and San Francisco, Calif. In the national study, 136 floral wholesalers were interviewed in 13 markets. The wholesalers in Los Angeles and San Francisco specialize in perishable floricultural products. Carnations, chrysanthemums, gladioli, and roses account for 77 percent of total sales and other perishables an additional 21 percent. Nearly all the major flowers handled were grown in California. On the average, wholesalers interviewed had been in business more than 30 years and employed 11 persons. Average sales per firm were half a million dollars. Retail florists continue to be the principal customers of terminal market wholesalers.

Keywords: Crop Production/Industries; Labor and Human Capital; Marketing; Research and Development/Tech Change/Emerging Technologies (search for similar items in EconPapers)
Pages: 30
Date: 1972-06
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Persistent link: https://EconPapers.repec.org/RePEc:ags:uamsmr:312088

DOI: 10.22004/ag.econ.312088

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