Florida is the leading producer of grapefruit, accounting for 76 percent of the 1973/74 U.S. crop. During the last decade processing has become the leading outlet for Florida grapefruit, with canned juice the most important processed product. This article traces trends in prices, costs, margins, and grower returns for Florida grapefruit, including fresh grapefruit, canned grapefruit juice, and canned grapefruit sections. Florida growers' share of the retail value in most seasons was larger for grapefruit juice than for either fresh grapefruit or canned sections. Florida growers have maintained their share of the consumer dollar for each of the three grapefruit products during the past 9 seasons.