The retailer is a key, all-important link between the producer and the consumer. Retailing takes on special significance just because it is the final or, more correctly, the first link to the consumer. Wholesalers are private firms that perform the purchasing, merchandizing, and distribution functions for "Independents," retail operations too small to carry out all the tasks in an efficient manner Internally. Food retailing receives particular scrutiny because of its close interface with a large portion of the population. Meat retailing outlets consist of supermarkets grocery stores, convenience stores, and butcher shops. When making merchandising decisions about cuts, it has been found particularly valuable to pay close attention to impulse sales and counter-seasonal sales. Care is given to the handling and merchandising of fresh meat products. If gross margins are comparable for grocery and meat items, the net margins are not.