The _producer_ may be the manufacturer, but in most
cases he is the farmer, the stockman, the dairyman, or the fruit
grower. The dealers handling the food between the producer and the
consumer are known as _middlemen_. They include the wholesaler, the
jobber, and the retailer. The retailer is the grocer, the butcher, or
the green grocer.
17. So that this chart may be clearly understood, several concrete
examples are given. Thus, the farmer who delivers vegetables directly to
the consumer is an example of plan No. 1. He has very little overhead
expense and consequently can sell cheaper than dealers who have a large
overhead expense. However, when the farmer delivers his vegetables to
the grocer and the grocer sells them to the consumer, an example of plan
No. 2 is afforded. Food bought in this way costs more than that bought
directly from the farmer. In plan No. 3, the farmer, for instance, sells
his vegetables to a wholesaler, who perhaps buys from other farmers and
then sells small quantities of them to the grocer for sale to the
consumer. This plan, as will readily be seen, is more involved than
either No.
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