I would say it's to the wholesaler. There aren't a lot of them, so when you have a few wholesalers, you have to take the price they're willing to pay. You go into the stores and the prices of apples are $1.30 or $1.40, and yet my return is 13ยข. It's going down. The consumer isn't saving. It has to be the retailer and the wholesaler where money is going.
