"Too many idiots"

That was one salesman's summary of his competitors in the pepper deal this morning.   If only these benighted growers and salesmen would see the true market, the prices would magically rise to the level they should be at.  And we would all be riding magical ponies.   The markets are almost always about perceptions.  All it takes is the feeling your competition is getting more for the product and you will raise prices.  You feel he is "stealing" your business, you drop the market to regain what you perceive to be your share.  Buyers play on these insecurities and the games continue all season.  The usual suspects drop and rarely raise prices and the rest of the marketers grumble and react.