THE WHOLESALE MARKET STRUCTURE FOR FLORICULTURAL CROPS IN THE USA: THE TERMINAL MARKET WHOLESALER

Personal interviews with terminal wholesale florists in 13 markets of the USA revealed that they had adapted to shifting supply sources and had moved toward outright purchases of flowers. Nevertheless, their steadfast reliance on retail florists as the major customer type, and the consequent neglect of the new flower retailer, appears to foretell a future in which their importance in the wholesale market will decline.