This book has evolved out of experience gained during 15 years of teaching a course on fruit and vegetable marketing to Cornell University undergrad- uates. Initially it was difficult to assemble written material that would intro- duce the students to the industry and provide examples to illustrate market- ing principles. Apart from a few major studies like the U. S. Department of Agriculture's survey of wholesale markets that came out in 1964 or the re- port of the National Commission on Food Marketing published in 1966 there was little research to turn to in the early 1970s. Trade...