River Valley Orchards is reevaluating its pricing strategy for fresh-squeezed lemon juice in half-gallon containers. Variable...

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Accounting

River Valley Orchards is reevaluating its pricing strategy for fresh-squeezed lemon juice in half-gallon containers. Variable costs per half-gallon container are $1.90. Management has determined that the price per half-gallon should be between $2.80 and $3.30. Considering only prices in increments of 5 cents, determine the price that maximizes contribution margin. Prepare the owner's equity statement reflecting this pricing decision.

Price per Half Gallon

Estimated Demand (Half-Gallon Units)

$2.80

88,000

$2.85

85,000

$2.90

82,000

$2.95

80,000

$3.00

77,500

$3.05

75,000

$3.10

72,500

$3.15

70,000

$3.20

67,500

$3.25

65,000

$3.30

62,500

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