Excerpts from the report Preface: Greenhouse and nursery products are an important source of income for farmers in many areas. The U. S. Department of Agriculture has estimated that in 1959 farmers' total cash receipts from these products were $660 million. The present study is part of a broad program of research aimed at improving marketing efficiency and expanding markets for farm products. The floral industry in southern California is in a unique position among the many agricultural and manufacturing industries in the area because it is among the last of the agricultural production industries, with high yield per acre and per unit of labor, to remain in a highly urban environment. This economic study of the southern California industry was undertaken because (1) little was known about this colorful industry that provides a highly productive nonfood, nonfiber use for land and employment for many people; (2) the industry's products, especially some cut flowers, seem to be losing favor among consumers in competition with other products for consumers' dollars; (3) changes are taking place within the industry, but more rapid changes are needed to make the industry more responsive to changes in population, incomes, and consumer tastes; and (4) individuals and associations in the industry need such a study to assist in making important forward-looking decisions. A better understanding of the wholesaling organizations, practices, and trends, as developed in this report, should aid this decision-making process.