Abstract: An integrally molded display floor for a gravity feed display tray where the floor devoid of integrally molded side walls extending upward therefrom, has front and rear end walls, and a plurality of longitudinal ribs which can receive upward extending partitions which are releasably attachable to the floor and extend longitudinally, thus dividing the display tray into laterally spaced paths. Each display tray has opposite side walls extending downward, and transversely extending beams intersecting the longitudinal ribs. The end walls, side walls, and bottom surfaces of the longitudinal ribs thus establishing a basement where the bottom surfaces of the ribs constitute the ceiling of the basement. This basement is a space suitable for receiving downward extending tabs of the partitions to engage and stabilize such partitions with the display track.