decision contributes to the larger market picture and the larger economy shapes each decision. Students who hope to understand-and possibly find em- ployment in-the food system will be well advised to study both of these market- ing perspectives. MINI CASE 1: FOOD FOR THOUGHT AT THE COFFEE SHOP Farmer Fred. Consumer Connie and Middle- other 78 percent of your food dollar. Spilling man Mike were seated next to each other his coffee, Middleman Mike jumped into the one morning at the coffee shop. The farmer conversation to defend himself. "Food prices overheard Connie complain to her friend, are not our fault. We just give consumers "Isn't it terrible how high food prices are?" what they want, including ready-to-eat, "Yes." said her friend. "Farmers and food safe, wholesome. packaged processed. middlemen are charging us too much. and high-quality products year-round. This Choking on his breakfast. Farmer Fred costs money, but our food system is so effi- leaned over and said, "Excuse me, ladies cient that Americans are well fed and only but you shouldn't criticize farmers with your pay 11 percent of their income for food, the mouths full. I don't set the price of my prod- lowest level in history in the world." ucts, prices this year are not covering my Who is right here: Fred. Connie, or Mike? costs of production, and we farmers get only Why do they have such different views of about 22 percent of the money that you food prices and marketing? spend on food. The middlemen take the tv a W