unGtUST 1976
SRKETIN(
Io 2
PA CELERY
WHOLESALE
AND
RETAIL ANALYSIS
INDUSTRY REPORT 76-2
,'n .'"--
)r'l*r.*
S 7
FL
A,
A
ABSTRACT
The objective of this study was to determine whole-
salers and retailers' practices and problems in purchasing
and merchandising celery. Twenty-six retail executives,
30 store produce managers and 17 wholesalers were inter-
viewed in Philadelphia, Boston and Detroit. Florida celery
makes up 80 to 85 percent of study firms' volume January
through May. Florida celery has a substantial transporta-
tion cost advantage over California celery in the three
markets. More retailers preferred the waxed carton for
celery than preferred the wirebound wooden crate, but whole-
salers preferred the crate.
Florida celery compares very favorably with competing
celery in leaf and stalk characteristics and quality of pack.
However, continued improvements and quality control are
essential. Retailers were complimentary of past promotional
activities for Florida celery although opportunity exists
for additional promotion and merchandising effort.
Key words: celery, wholesale-retail celery marketing,
Florida-California celery competitive position, celery
packaging, celery containers, retail merchandising.
This report is circulated without formal review by the
Food and Resource Economics Department. Content is the sole
responsibility of the authors.
MARKETING FLORIDA CELERY:
A WHOLESALE AND RETAIL ANALYSIS
A Report by Kary Mathis and Robert L. Degner
a research project conducted for the
FLORIDA CELERY EXCHANGE
August 1976
The Florida Agricultural Market Research Center
a part of
The Food and Resource Economics Department
Institute of Food and Agricultural Sciences
University of Florida
Gainesville, Florida
The Florida Agricultural Market Research Center
A Service of
the Food and Resource Economics Department
of the
Institute of Food and Agricultural Sciences
The purpose of this Center is to provide timely, applied
research on current and emerging marketing problems affecting
Florida's agricultural and marine industries. The Center seeks
to provide research and information to production, marketing,
and processing firms, groups and organizations concerned with
improving and expanding markets for Florida agricultural and
marine products.
The Center is staffed by a basic group of economists trained
in agriculture and marketing. In addition, cooperating personnel
from other IFAS units provide a wide range of expertise which can
be applied as determined by the requirements of individual projects.
This research was supported in part by a grant from
the Florida Celery Exchange.
TABLE OF CONTENTS
Page
LIST OF TABLES . . . .
SUMMARY . . . .
INTRODUCTION . . . .
Procedure . . . .
Market Structure and Characteristics.
RESEARCH FINDINGS . . .
Sources of Celery . . .
Growing Area and Season .. ...
Supplier Type . . .
Transportation . . .
Containers . . . .
Product Characteristics . .
Color . . . .
Leaf Characteristics . .
Leaf quantity . .
Leaf quality . .
Compactness of Stalks . .
Rib Characteristics . ..
Other Product Characteristics .
Quality of Pack .. . .
Physical Characteristics .
Count and Uniformity . .
Other Pack Considerations .
Celery Purcnases Dy Ketailers ana wnoiesaiers
Ratio of Whole Stalks to Hearts . .
Packaging Preferences by Wholesalers and Retailers. .
Reaction to shorter whole stalk celery . .
iii
S36
S39
v
S. ii
1
1
S. 3
S. 7
S 7
S 7
S. 10
S. 12
S. 13
S. 17
S. 17
S. 21
S. 21
S. 22
S. 27
S. 30
S. 30
S. 31
S. 31
S. 32
S. 33
S. 34
TABLE OF CONTENTS (Continued)
Page
Retail Merchandising Practices. . . . .. 40
In-Store Handling, Preparation and Reworking. . ... 40
Retail packaging of whole stalks. . ... 41
Reworking . . . . . 43
Pricing . . . . . 44
Display Techniques. .... . . . 45
Display Space . . . . .. .. 45
Tie-ins . . . . . .. 46
Promotional Activities. . . . ... 47
Poiht-of-Purchase Material. . . ... 49
CONCLUSIONS AND RECOMMENDATIONS. . . . . 52
Recommendatio s . . . . . .. 56
APPENDIX . . . . .. .. . . 59
LIST OF TABLES
Table Page
1 Firms included in study. . . . . 2
2 Retailers included in study; number of firms, number of
stores, share of grocery sales in market area, and total
weekly celery volume . . . . 4
3 Wholesalers included in study: number of firms and
weekly celery volume . . . . 5
4 Retailers and wholesalers included in study: size class
in terms of weekly celery volume, total weekly volume
and percent of each size class . . . 5
5 Retail firms by market area: celery share of produce
sales and average weekly celery volume per store . 6
6 Total weekly volume of celery used, volume purchased
directly from shippers by study firms. . . ... 10
7 Retailers included in study: combined weekly celery
volume and proportion purchased from shippers and whole-
salers .. .. . . . . 11
8 Celery transportation cost per crate and transit time
from Florida and California to study market areas. ... .12
9 Retailer and wholesaler preferences for celery container
types, by market area, firm type, and total weekly volume
by celery stalks handled . . . . 14
10 Study firms' evaluations of Florida and California celery
color . . . . . . 19
11 Study firms' evaluations of Florida and California celery
leaf quantity. . . . .. .. 23
12 Study firms' evaluations of Florida and California celery
leaf quality . . . .... .. 25
13 Study firms' evaluations of Florida and California celery
stalk compactness. . . . .... 28
LIST OF TABLES (Continued)
Table Page
14 Major retailers' proportionate purchases of celery,
whole stalks versus hearts, by market area . .. 35
15 Retailers' purchases of whole-stalk celery by market
area and type of packaging ... . . .. 37
16 Study firms' retail celery packaging preferences, by
market area. . . . . . 42
.17 Type of celery packaging used by retailers as a percent
of total volume, by market area . . .. 43
18 Frequency of celery price specials by major retailers,
all market areas . . ......... 44
19 Celery "tie-ins," products commonly promoted in conjunc-
tion with celery by retailers . . . .. 48
20 Retailers and full-service wholesalers' dimensions prefer-
ence for point-of-purchase materials, all market areas 51
SUMMARY
Twenty-six retail produce executives, 30 produce managers, and 17 pro-
duce wholesalers were interviewed in Philadelphia, Boston, and Detroit
during May and June 1976.
Retail firms controlled a total of 1,400 supermarkets.
Total weekly celery volume of all firms interviewed was approximately
50,000 crates.
Celery accounted for 2.3 to 2.7 percent of retail produce sales in the
three market areas, but this percentage varied widely among individual
firms.
Retail stores sold an average of about 14 crates of celery per week in
all cities, but ranged from less than nine to nearly 35 crates weekly.
Virtually all celery handled by wholesalers was purchased directly from
shippers, compared with 83 percent of retailers' volume from shippers.
Large volume retailers bought 94 percent of their needs from shippers
while small-volume retailers purchased 52 percent from wholesalers.
Florida celery makes up 80 to 85 percent of study firms' celery volume
from January through May, with smaller proportions in both the early
and late months of the Florida season.
Florida has a substantial transportation cost advantage in shipping
celery to the three study markets. Truck rates per crate from Florida
are considerably less than either truck or rail costs from California.
Time enroute from Florida is also much less.
Nine of the 19 retailers, accounting for 57 percent of all retail
celery stalk volume, preferred the waxed carton to the wirebound crate.
Another five, representing 29 percent of stalk volume, were indifferent
between the two containers. The remaining retailers, with 14 percent
of study firms' volume, preferred the crate.
Seven of 13 wholesalers, representing 52 percent of wholesaler volume
of stalks, preferred the wirebound crate. Five wholesalers, with 44 per-
cent of volume, expressed a preference for the carton, while one whole-
saler was indifferent.
Retailers and three full-service wholesalers evaluated the color of
Florida celery and compared it with California celery color. Twelve
of the 22 respondents said Florida celery was greener, but nine said
there was no difference, and one felt California celery had more green
color.
Most of those interviewed had no strong objections to nor preferences
for the color of Florida celery, and stated that Florida celery color
was very good during the 1975-76 season.
A majority of executives interviewed, 13 of 22, stated that Florida
celery generally had more leaves than did celery from California.
However, nine felt there was no difference in the quantity of leaves,
and most had no strong feelings either way about the amount of leaves
on Florida celery.
Nearly all (17 of 22) of the respondents stated there was no difference
between the quality of leaves on Florida celery and those on celery
from California.
Half of the 22 executives responding rated California celery stalks
more compact than Florida celery. Eight felt there was no difference
and three said Florida celery was more compact.
Representatives of 12 firms said California celery had ribs that were
typically thicker, wider and flatter than those on Florida celery.
However, nine said there was no difference in celery ribs between the
two growing areas.
Retailers and wholesalers interviewed generally stated that there was
no difference between Florida and California celery pack quality with
regard to physical damage to stalks on arrival at destination.
Most responding said there was no difference between Florida and Cali-
fornia celery packs with respect to the correct count in the container
or to uniformity of stalk size within a given designation.
Several executives stated that Florida sizes often run smaller than
California sizes for the same count rate. For example, several said
that Florida 2 1/2's were often the same size as California 3's.
Retailers in Philadelphia and Detroit sell 82 percent of their celery
volume as stalks and 18 percent as hearts, but Boston retailers sell
58 percent as stalks and 42 percent as hearts.
Detroit retailers purchased 65 percent of their celery stalks in either
open or closed sleeves and only 35 percent naked. By contrast, retailers
in Boston bought 66 percent naked, while Philadelphia retailers purchased
79 percent naked.
Relatively few of those interviewed were familiar with shorter-cut sleeved
celery, and only one retailer regularly handled it.
viii
Virtually all celery bought naked is sleeved or banded in the retail
store. From 70 to 78 percent of celery stalks that were packaged were
sleeved, with 22 to 30 percent banded.
Celery is featured in retail stores frequently, usually as a "price
special." Thirteen of the nineteen retailers ran price specials on
celery once every two months or more often.
Celery is normally displayed in the salad section in produce departments
of all retail stores visited. Display methods vary considerably among
cities and among firms in the same city.
Tie-ins, products promoted jointly with celery, were used by two-thirds
of the firms contacted. Apples and walnuts for Waldorf salad, cheese
spreads and peanut butter were the most frequent tie-in items.
Some three-fourths of those interviewed were aware of promotional acti-
vities for Florida celery, and stated that Florida was the only celery-
growing area engaging in promotional efforts.
Firms interviewed showed a wide range of types and sizes of point-
of-purchase materials, but the trend is toward smaller materials, not
larger. The most popular dimensions were 7" x 11" and 11" x 14".
MARKETING FLORIDA CELERY:
A WHOLESALE AND RETAIL ANALYSIS
Kary Mathis and Robert L. Degner
INTRODUCTION
This is the report of the second phase of a celery marketing
study requested by the Florida Celery Exchange. This phase concen-
trated on the wholesale and retail segment of the celery marketing
system.
The first phase of the study (AMRC IR 76-1, April 1976) was con-
cerned with Florida grower and shipper reactions to different stalk
lengths and packaging methods. The second phase, reported here, had
the objective of determining wholesalers and retailers' practices
and problems in purchasing and merchandising celery, particularly as
affected by stalk lengths and packaging. The study sought to identify
innovations and improvements in celery marketing that would benefit
growers and shippers, wholesalers and retailers, and consumers.
Procedure
Structured interviews were conducted with executives responsible
for purchasing and merchandising produce in major wholesale and retail
firms in Philadelphia, Boston, and Detroit. The firms contacted are
listed in Table 1, and the questionnaire used is in the Appendix.
KARY MATHIS is associate professor and ROBERT L. DEGNER is assis-
tant professor of food and resource economics, University of Florida.
During the period of May 16-27, 1976, interviews were completed in
Philadelphia and Boston, and interviews in Detroit were completed
June 6-9. In the three cities, a total of 26 persons in 17 retail
chains were interviewed, along with 17 people from 14 wholesale
firms. In addition, 30 individual retail stores were visited, 10
in each city, and produce managers were interviewed in each store.
It will be noted in Table 1 that one of the large national chains
was contacted in more than one city. These were region or division
offices responsible for stores in the particular market area. In
several cases, the corporate offices of other chains were included
in the interviews.
Table 1.--Firms included in study
Classifi- Philadelphia Boston Detroit
cation
Retailers A&P A&P A&P
Acme Angelo's Allied
Food Fair Brockton-Public Chatham's
Genaurdi's Fernandes Farmer Jack's
Penn Fruit First National Stores Kroger
Shopping Cart Purity-Supreme
Star Markets
Stop & Shop
Wholesalers H. R. Hindle Co. Boston Celery Harry Becker
MC Produce Community-Suffolk Company
Norristown Wholesale Peter Condakes Co. A. Harris Co.
Dan Storey, Inc. Lampros. Bros. MacClaren Co.
Zuritsky & Co. Abner Wolf
Company
Shippers
Service
Market Structure and Characteristics
Philadelphia, Boston and Detroit were selected as study cities
because they are important markets for Florida celery and a relatively
small number of wholesale and retail firms accounts for a large share
of produce sales in each city. In each city, the leading retailers,
in terms of number of stores, share of total grocery sales in the mar-
ket area, and volume of celery handled were identified and executives
in those firms interviewed. The six retail firms interviewed in
Philadelphia had a total of 387 supermarkets and accounted for about
59 percent of the grocery store sales in the trade area. The eight
Boston retail firms were comprised of 507 supermarkets with approxi-
mately 53 percent of the market, and the five Detroit retailers had
513 stores and 71 percent of grocery store sales (Table 2). Whole-
salers handling the majority of celery volume through wholesale channels
were also identified and personnel of those firms interviewed.
All firm representatives were asked celery volume handled in an
average week. Nineteen retailers, with more than 1,400 stores in the
three market areas, handled about 19,300 crates of celery per week
(Table 2). The 14 wholesalers reportedly handled 34,100 crates weekly,
so that the 33 firms contacted in the study reported weekly celery vol-
ume of about 53,400 crates (Table 3). There was some double counting
due to retailers obtaining celery from the wholesalers, but when the
double counting was eliminated, the firms interviewed for the study
accounted for nearly 50,000 crates of celery per week.
Firms included in the study exhibited considerable variation in
the weekly volume of celery handled. The 19 retailers were about
equally divided among "small, medium, and large" classes in terms of
weekly volume (Table 4). The seven retail firms with weekly sales
over 1,250 crates accounted for 61 percent of the volume reported by
all retailers contacted. By contrast, the "large" wholesalers
accounted for 95 percent of volume by all 14 wholesale firms.
Individual firms in a particular market area showed considerable
differences in the share of total produce sales accounted for by
celery, and in average weekly celery volume per store. However,
weighted averages of the celery share of produce sales and weekly
store celery volume showed essentially no differences between market
areas (Table 5).
Based on the preceding information on market structure and charac-
teristics, it is probable that the firms interviewed accounted for a
major share of celery in important market areas. The larger firms,
who bought nearly all their celery directly from shippers, accounted
for the largest share of celery sales, and average weekly volume per
retail store differed little between market areas.
Table 2.--Retailers included in study: number of firms, number of stores,
share of grocery sales in market area, and total weekly
celery volume
Market Area Firms Stores Share of Grocery Total Weekly
Sales in Market Area Celery Volume
No. No. Percent Crates
Philadelphia 6 387 59 5,100
Boston 8 507 53 6,900
Detroit 5 513 71 7,300
Total 19 1,407 -- 19,300
Table 3.--Wholesalers included in study:
celery volume
number of firms and weekly
Market Area Firms Total Weekly
Celery Volume
No. Crates
Philadelphia 5 14,000
Boston 4 13,500
Detroit 5 6,600
Total 14 34,100
Table 4.--Retailers and wholesalers included in study: size class in
terms of weekly celery volume, total weekly volume and per-
cent of each size class
Size Class Retailers Wholesalers
Number Weekly Volume Number Weekly Volume
Crates Percent Crates Percent
Small
(Under 500 cr./wk.) 6 1,550 8 2 550 2
Medium
(500-1,250 cr./wk.) 6 6,050 31 2 1,000 3
Large
(Over 1,250 cr./wk,) 7 11,700 61 10 32,550 95
Total 19 19,300 100 14 34,100 100
Table 5.--Retail firms by market area: celery
and average weekly celery volume per
share of produce sales
store
Area and Firma Celery Share of Produce Average Weekly Celery
Sales Volume Per Store
Percent
Philadelphia
1.6
3.8
1.5
2.5
N.A.b
N.A.b
Weighted Average
Boston
A
B
C
D
E
F
G
H
Weighted Average
Detroit
A
B
C
D
E
Weighted Average
2.1
N.A.b
3.0
1.5
3.0
1.0
N.A.b
5.0
2.3
2.5
3.0
N.A.b
2.0
3.6
2.7
aFirms not listed
disclosure.
in order shown in Table 1, nor identified, to avoid
bFigures were not available.
Crates
11.5
14.0
15.2
8.6
12.9
22.2
14.1
12.5
9.9
11.6
13.9
34.7
10.0
9.4
22.2
13.6
9.3
15.3
9.1
22.2
24.4
14.2
-- --
RESEARCH FINDINGS
Findings from executive interviews with members of retail and
wholesale firms are presented under six separate headings. These
headings are as follows: sources of celery purchased, by season,
from different growing areas and supplier types; transportation
factors affecting celery marketing; container preferences and evalu-
ations; characteristics of celery and quality of pack from different
growing areas; packaging methods and preferences; and retailing and
merchandising practices employed.
Sources of Celery
Growing Area and Season
Florida celery dominates the celery market in each of the three
market areas during most of the Florida season. Both wholesale and
retail personnel stated that they switch to Florida celery in the fall
or winter when they consider quality satisfactory. The Florida share
of total celery purchased by all firms included in the study increases
from about 14 percent in November to 41 percent in December. After
January 1, even more firms shift a larger proportion of purchases to
Florida celery and hold that volume through May (Figure 1). Of the
total weekly celery volume purchased directly from shippers (about
Figure 1.--Average weekly celery volume in three study cities, by
month during Florida celery season: Florida share, by
city, and supply from other growing areas, all cities
Other area supply to all 3 cities
Florida supply to Boston
Florida supply to Philadelphia
g Florida supply to Detroit
1000
Crates
Total Weekly Celery Volume, 3Cities
50-
40- X
a30- m
40 -
z. mt
H AN
U
204
JAN FEB MAR
Florida Celery Season
50,000 crates; see Table 6), from 80 to 85 percent comes from Florida
during the January-May period. The Florida share drops sharply in
June as the Florida season comes to an end.
California supplies most celery to study markets during the July-
to-November period when Florida is out of production. Some Michigan
celery is used during the late summer and early fall, particularly in
the Detroit market, as would be expected. Some firms also use New
York and Ohio celery during Florida's off-season, but the quantities
are minimal.
A key point stated by practically all retailers is that retail
firms continue using Florida celery once they change over. Retailers
plan their produce advertisements and special features two to three
weeks in advance and prefer to remain with produce from one growing
area if possible. Of course, unfavorable weather or other factors that
lower quality or reduce supplies cause retailers to purchase celery
elsewhere. The study found that retailers begin purchasing Florida
celery when they consider quality to be acceptable. This is based
heavily on buyers' past experiences with celery from Florida and other
growing areas. The general practice is to change Florida celery "about
the same time as last year" or "about when we always do." These pro-
curement practices, guided by habit or tradition, may be somewhat
difficult to modify. However, the effort might be worthwhile. For
example, Boston firms reported that they usually do not begin buying
Florida celery until December (Figure 1). If product quality early in
November should be particularly good, an effort to attract Boston
purchases might be profitable for the Florida celery industry. More
details on interview responses on quality factors will be presented
in later sections of the report.
Supplier Type
All larger retailers bought three-fourths or more of their celery
needs directly from shippers in growing areas. Only one wholesaler of
the 14 interviewed did not buy from shippers. Thus, some 83 percent
of retailers' celery volume and 93 percent of total celery volume in
all three market areas togetherwere purchased directly (Table 6).
Table 6.--Total weekly volume of
directly from shippers
celery used, and volume purchased
by study firms
Retailers Wholesalers Total
Market Area
Total Used Direct Total Used Direct Total Used Direct
Crates Percent Crates Percent Crates Percent
Philadelphia 5,100 90 14,000 100 19,100 97
Boston 6,900 65 13,500 96 20,400 86
Detroit 7,300 94 6,600 100 13,900 97
Total 19,300 85 34,100 99 53,400 93
The one wholesaler who did not purchase celery directly from ship-
pers bought his supplies from one of the larger wholesalers in his mar-
ket area. Retailers who used more than one truckload of celery weekly
bought most of their needs from shippers. These retailers also had
sufficient storage space to keep their fresh produce needs on hand in
their own facilities.
Even larger retailers purchased some celery from wholesale firms,
usually those on terminal markets. Proportions ranged from small
amounts or "fill-ins" to as much as 85 percent bought from wholesalers
by one retail firm. Retailers that normally buy full loads directly
from shippers obtain partial loads from wholesalers or from shippers
with capabilities of providing mixed loads.
As expected, retailers handling smaller volumes of celery bought
most of their supplies from wholesalers or repackers. Over half of
the celery volume handled by firms classed as "small" came from whole-
salers compared with six percent bought by "large" retailers (Table 7).
One exception to the general findings noted just above is in cel-
ery heart volume in the Boston area. Hearts make up a higher propor-
tion of retail celery sales in Boston than in the other two market
areas, as discussed later. Several repacker-wholesalers in the Boston
area provide most of the celery hearts for retailers there.
Table 7.--Retailers included in study: combined weekly celery volume
and proportion purchased from shippers and wholesalers
Combined Supplier Type
Size Class
Weekly Volume Shipper Wholesaler
Crates ---------Percent----------
Small
(Under 500 cr./wk.) 1,550 48 52
Medium
(500-1,250 cr./wk.) 6,050 71 29
Large
(Over 1,250 cr./wk.) 11,700 94 6
Total 19,300 83 17
Transportation
Florida has had a substantial transportation cost advantage
over California in the three market areas studied in recent years.
Rail rate increases in 1976 have put California celery shippers at
an even greater disadvantage, since more celery moves by rail than
by truck from California to the major Eastern markets. Florida cel-
ery now has a delivered-cost advantage which ranges from $0.60-$1.00
per crate in Detroit to $1.75 in Boston (Table 8).
Table 8.--Celery transportation cost per crate and transit time from
Florida and California to study market areas
Transit Time From:
Market Area Cost per Crate Florida California
Florida California
Flori da California Truck Truck Rail
-------dollars-------- ----------days-----------
Philadelphia 1.35-1.65 3.00-3.25 1-2 4-5 7-8
Boston 1.75-2.25 3.50-4.00 2-3 4-5 8-14
Detroit 1.40-2.30 2.00-3.30 2-3 4-5 8-12
Not only lower transportation cost but less transit time makes
Florida celery more attractive, relative to the California product.
Buyers stated that less time enroute resulted in Florida celery being
fresher, with a longer shelf-life. Other important factors stated by
retailers were that truck service was more dependable and that less
labor time is needed to unload trucks than rail cars. Moreover, the
shorter transit time from Florida gave retail merchandisers more
flexibility in planning and adjusting their celery purchases. Several
mentioned that the relatively rapid availability of Florida celery
allowed them to order additional supplies when needed. A few respon-
dents stated that rail cars gave them some flexibility since they
could keep the cars for a longer period than trucks, and thus provide
additional storage space. However, this was a minor point and did
not offset the time and cost disadvantages of rail shipment.
Containers
Respondents were asked to summarize their experiences and pre-
ferences for the main types of shipping containers now in use for
celery stalks, the wooden wirebound crate and the waxed carton. Only
a very few retailers had received styrofoam or plastic containers, so
no detailed comparisons are possible for these containers.
Both wholesale and retail personnel were asked to compare the
wirebound crate with the waxed carton as to effects on celery quality,
arrival condition, and handling characteristics. Additionally,
retailers were asked to compare disposal costs and problems for the
two containers. All personnel were asked to evaluate and compare
each type of Florida container with the same type from California.
Finally, respondents were asked for preferences and comments on the
size and weight of containers now used for Florida celery stalks.
Overall, more firms accounting for a larger volume of stalks,
preferred cartons to crates in the three study areas (Table 9).
Nearly half the retailers contacted, representing over half the volume,
preferred the waxed carton. Five retail firms preferred crates and
five were indifferent to container type. Smaller firms leaned to the
crate, as shown in the volume share in Table 9.
Table 9.--Retailer and wholesaler preferences for celery container types, by
and total weekly volume of celery stalks handled
market area, firm type,
Market Area and Prefer Crate Prefer Carton Indifferent Total
Firm Type Weekly Firms Weekly Firms Weekly Firms Weekly
rms Volume Volume Volume Volume
No. Crates No. Crates No. Crates No. Crates
Philadelphia
Retailers 1 150 3 2,600 2 1,325 6 4,075
Wholesalers 4 12,750 0 0 1 1,350 5 14,100
Boston
Retailers 4 1,970 3 1,890 1 170 8 4,030
Wholesalers 0 0 3 10,460 0 0 3 10,460
Detroit
Retailers 0 0 3 3,940 2 2,860 5 6,800
Wholesalers 3 3,350 2 3,280 0 0 5 6,630
Total 12 18,220 14 22,170 6 5,705 32 46,095
Retailers 5 2,120 9 8,430 5 4,355 19 14,905
Wholesalers 7 16,100 5 13,740 1 1,350 13 31,190
a0ne firm did not respond to the question on container preference.
More wholesalers expressed a preference for the crate over the
carton, and only one was indifferent, stating that he supplied his
retailer customers what they requested. Wholesaler preferences
differed considerably among market areas however. Four of five
Philadelphia wholesalers preferred the crate, but all three Boston
wholesalers who responded preferred the carton (Table 9). Wholesale
firms in the Detroit area were about equally divided in preference
between crates and cartons.
Those who preferred cartons did so mainly because they believe
there is less damage to the celery from bruising, or the ends rubbing,
compared with the wirebound crate. Retailers also said the carton
was easier to handle, that sleeved celery arrives in better condition,
and that disposal is easier and less costly than with crates. Con-
tainer disposal is a growing problem for retailers, especially those
in the Boston area. One major Boston firm cited disposal costs of up
to one dollar each for wirebound crates. Cartons are considerably
easier and cheaper to dispose of, since they can be flattened and
baled more readily.
Those preferring the wirebound crate did so because they felt
celery could be cooled better and kept fresh longer. Many respondents
from both wholesale and retail firms feel that the product heats up
more in the waxed carton. This comment was most frequent from whole-
salers, several of whom also stated that crates from California
shippers were sturdier and more desirable than those from Florida.
However, one wholesaler felt that crates from Florida were more uni-
form than those from California.
In connection with the problem of heating in waxed cartons,
a number of respondents noted that precooling of Florida celery did
not seem as thorough nor uniform as from California. Even some
who preferred crates stated that improved precooling of Florida
celery in waxed cartons would remove their primary objection to
the carton.
Other criticisms of cartons were that they crushed more and had
more shipping damage than crates, However, one Detroit retailer
stated that crates were mishandled more than cartons, resulting in
more product damage as well as some damage to the crate, Also, one
Philadelphia retailer felt that cartons from Florida shippers crushed
somewhat more than those from California.
When asked if the size and weight of Florida celery stalk con-
tainers were satisfactory, more than half of those interviewed said
size and weight of cartons and crates were satisfactory. Several
observations concerning container weight are interesting. Four of
those interviewed--one large and two medium-volume retailers and one
large, full-service wholesaler--suggested that 40 to 45 pounds was
about as heavy as containers should be in the future. Union restric-
tions on lifting and a growing number of young people and women in
retail produce departments were the reasons given for suggesting
lighter-weight containers. One retailer and one wholesaler, not
included in the four mentioned above, also stated that containers for
celery stalks shorter than the standard 14-15 inches would be lighter
and more desirable. Interestingly enough, one wholesaler suggested
a larger container, so more product could be shipped.
As stated earlier, very few of those interviewed had received
the styrofoam container, so no firm conclusions can yet be drawn
comparing it with the crate or carton. One retailer in Philadelphia
and two each in Boston and Detroit had received celery in the styro-
foam carton. Their observations were that product arrival condition
was excellent and superior to any other container. However, several
complained that the empty styrofoam carton was bulky, took up more
room in the retail store, and was more trouble to dispose of. One
retailer also stated that it is more difficult to stack and handle.
All were concerned that the cost of that container might also be
higher than crates or waxed cartons.
Product Characteristics
A large portion of the executive interviews in the wholesale-
retail phase of the celery marketing study was concerned with trade atti-
tudes and opinions toward the particular characteristics of Florida celery.
Those interviewed were asked for their evaluation of color, leaves, com-
pactness, rib size, and quality of pack of Florida celery, and then asked
to compare the Florida product with California celery on each of those
points. Evaluations and comments from 19 retailers and three full-service
wholesalers, who provide storage, merchandising and other services to
smaller retailers, are discussed in this section.
Color
The color of Florida celery and its comparison with the California
product generated considerable response from retail personnel. Of the
22 responding, 12 stated that Florida celery generally is more green in
color than is California celery. However, nine felt that there was no
difference in color between the Florida and California products, and
one felt California was generally greener (Table 10). More retailers
in the Philadelphia area stated that Florida celery was greener than
did retailers in the other markets.
The general attitude of respondents toward the color of Florida
celery was determined and classified as "positive," "neutral," or
"negative." A "positive" response means that the person interviewed
thought favorably of Florida celery color and preferred it to the color
of celery from other areas. A "neutral" evaluation means that the
respondent had no strong feelings concerning Florida celery color, while
"negative" means the person was somewhat unfavorably inclined toward
Florida color. It should be noted that no respondent was strongly
concerned, either positively or negatively, over the color of Florida
celery. Also, a number stated that Florida celery is greener than that
from California but were positive or neutral toward the Florida color
(Table 10).
A clear majority, 14 of the 22 firms, were neutral toward Florida
celery color and another three were positive. Of the 14 neutral responses,
four were from firms classified as large celery volume (Table 7), five
were in the medium category, and five were small-volume firms. The
negative responses came from three large firms, one medium and one small.
There was one positive response in each size class.
Most of those interviewed made comments about the color of Florida
celery or compared its color with California celery. These comments,
shown in Table 10, reveal that Florida celery is well regarded
Table 10.--Study firms' evaluations of Florida and California celery color
Description of Color
Market Area and Description of ColorAttitude
Firm Size Class Florida Calif. No Toward Comments
Greener Greener Difference Fla. Color
Philadelphia
Large X Negative
Large X Neutral Florida early season celery darker.
Large X Positive Lighter color indicates deteriora-
tion.
Large X Neutral
Small X Neutral "Mellow" green: good; "poison"
green: bitter.
Small X Negative Prefer lighter green.
Small X Neutral California more bleached.
Boston
Large X Negative Florida usually too green.
Medium X Neutral Florida greener, especially early
and late season.
Medium X Negative Sometimes undesirable.
Medium X Neutral Color good this year.
Medium X Neutral Color is not a factor if taste is
not affected.
Medium X Neutral ---
Small X Neutral Well-bleached this year.
Small X Neutral ---
Small X Neutral Florida greener in past.
r-
_____________________________________________________________________ o
Continued on the following page.
Table 10.--Study firms' evaluations of Florida and California celery colora(Continued)
Description of Color
Market Area and Attitude
Firm Size Class Florida Calif. No Toward Comments
Greener Greener Difference Fla. Color
Detroit
Large X Neutral Customers prefer green celery; do
not like bleached.
Large X Negative Florida usually too green.
Large X Neutral ---
Medium X Neutral ---
Medium X Positive Greener celery looks healthy, but
unsure of consumer reaction.
Small X Positive Prefer greener celery.
TOTALS 12 1 9 Positive 3
Neutral 14
Negative 5
a
Respondents include three full-service wholesalers with considerable retail contact.
in the wholesale and retail trade. Florida celery is normally
greener than California celery, particularly early in the season,
The respondents felt that consumers equate a very strong or
"poison" green color with bitter taste, and thus will not buy
celery that is "too green."
However, Florida's greener color was seen as desirable by
three respondents in the Detroit area, who also stated that con-
sumers in that market seemed to prefer celery with more color.
Retailers in the other two market areas stated that the color of
Florida's celery was very good during the 1975-76 season. One
Philadelphia respondent said that consumers viewed lighter color as
indicating deterioration in quality and preferred greener celery.
Leaf Characteristics
Since celery leaves are felt by many in the produce trade to
be important for consumer "eye appeal" and are, at the same time,
a major problem for the grower, retailers were asked to compare
Florida and California stalks with respect to amount and quality
of leaves. As with the evaluation of celery color, responses include
all retailers plus three full-service wholesalers. Respondents'
attitudes toward the quantity of leaves on Florida celery are classed
as positive, negative or neutral, and comments are reported (Table 11),
Leaf quantity
A majority of those interviewed, 13 of 22, stated that Florida
celery generally had more leaves than did celery from California.
However, nine felt there was no difference in the quantity of leaves
Table 11.--Study firms' evaluation of Florida and California celery leaf quantity
Description of Leaf Quantity Attitude
Market Area and Florida Calif. No Toward Florida Comments
Firm Size Class More More Difference Leaf Quantity
Philadelphia
Quantity of leaves sometimes
not serious problem.
Consumer value is in stalk.
Housewives prefer leaves.
excessive;
Large
Large
Large
Large
Small
Small
Small
Continued on the following page.
Negative
Negative
Positive
Neutral
Neutral
Negative
Neutral
Boston
Leaves make celery attractive, but
poor handling causes problems.
Prefer fewer leaves, more stalk.
Disadvantage.
Leaves breakdown first; more leaves
mean less stalk, although leaves can
make product appealing.
Undesirable.
Prefer more shank, fewer leaves.
This year Florida celery was excellent,
but in past, had more leaves; prefer
more shank.
Large
Medium
Medium
Medium
Medium
Medium
Small
Small
Small
Negative
Negative
Negative
Negative
Neutral
Neutral
Negative
Neutral
Neutral
Table 11.--Study firms' evaluation of Florida and California celery leaf quantity (Continued)
Description of Leaf Quantity Attitude
Market Area and
Firm Size Class Florida Calif. No Toward Florida Comments
More More Difference Leaf Quantity
Detroit
Neutral
Neutral
Neutral
Positive
Neutral
Neutral
Positive
Neutral
Negative
Florida celery has a few more leaves
but usually not significant.
Leaves desirable for appeal; Calif.
celery often too long, has no
leaves when cut.
Florida has come a long way in the
past two-three years.
aRespondents include three full-service wholesalers
with considerable retail contact,
Large
Large
Large
Medium
Medium
Small
TOTALS
--
on celery from the two growing areas. Furthermore, 12 respondents
had no strong feelings either way about Florida leaf quantity, as
shown by the neutral responses in Table 11. While eight of those
interviewed were negative toward the amount of leaves, two were
quite positive, as reflected in their comments.
Other comments from respondents expressing a neutral attitude
toward Florida celery leaf quantity show that many retailers believe
that having leaves on celery is important to consumers for appearance
and appeal. Moreover, some retail store produce managers in Phila-
delphia and Boston stated that some of .their customers used the
leaves for cooking. These were from stores located in older neighbor-
hoods, with a high proportion of certain ethnic groups. Store produce
managers in shopping centers in newer residential areas generally
stated that most shoppers there were younger and were less interested
in having leaves on celery. These same consumers were judged by
retailers to be more likely to accept celery stalks shorter than 14
inches if such lengths were offered. In this regard, one Detroit
retailer stated that California celery was often so long that no leaves
were left when the product was trimmed to desired length for retail
sale. Retailer reaction to celery length is also discussed in the
section on packaging.
Leaf quality
Nearly all (17 of 22) of the retailers and wholesalers responding
to questions concerning leaf characteristics stated there was no
difference between the quality of leaves on Florida celery and those
on celery from California (Table 12). In addition, two respondents
stated that Florida leaf quality was higher.
Table 12.--Study firms' evaluation of Florida and California celery leaf quality
Leaf Quality
Market Area and
Firm Size Class Florida Calif. No Comments
Better Better Difference
Philadelphia
Large X Transit time from California results in
some leaf breakdown.
Large X Leaf quality from Florida and Calif. varies.
Large X ---
Large X ---
Small X ---
Small X Calif. has fewer leaves, thus fewer bad ones.
Small X---
Boston
Large X ---
Medium X ---
Medium X ---
Medium X Calif. celery has stronger leaf.
Medium X ---
Medium X ---
Small X ---
Small X ---
Small X ---
Continued on the following page.
Table 12.--Study firms' evaluation of Florida and California celery leaf qualitya (Continued)
Market Area and Leaf Quality C en
Firm Size Class Florida Calif. No
Better Better Difference
Detroit
Large X California celery has better leaves.
Large X --
Large X ---
Medium X Florida celery has better leaves.
Medium X ---
Small X ---
TOTALS 2 3 17
aRespondents include three full-service wholesalers with considerable retail contact.
Each of those three also made comments, as noted in Table 12.
One said California celery had better leaves and another that the
leaves were "stronger." The third stated that less leaves on Cali-
fornia celery resulted in fewer problems. On the other hand, one
respondent, who rated Florida celery leaves better, felt that the
longer transit time from California resulted in more leaf breakdown.
Another interviewee noted that leaf quality from both growing areas
varied with conditions in each area.
Compactness of Stalks
Exactly half of the group of 22 responding firms rated California
celery more compact than Florida celery stalks (Table 13). However,
eight felt there was no difference in compactness and three stated
that Florida celery was more compact. All three of those were firms
in the Boston area. This is significant because Boston retailers and
wholesalers were more particular about overall produce quality and
somewhat more selective in their purchases than were firms in the
other market areas. This selectivity reflects the nature of consumers
in the Boston area, who are generally more particular in their produce
purchases, according to retailers there.
Only one of the 11 respondents stating California celery was more
compact had a specific comment. Others, however, did criticize Florida
celery for being "wild" at certain times, especially early in the sea-
son. A few mentioned that Florida celery had somewhat less heart for-
mation than did the California stalk.
Table 13.--Study firms' evaluation of Florida and California celery stalk compactness"
Stalk Compactness
Market Area and Florida Calif. Comments
Firm Size Class
Compact Compact DifferNo
Compact Compact Difference
Philadelphia
California tighter, heavier.
Florida has less heart formation.
Occasionally wild early in season.
Calif. celery stalks more open.
Florida usually less compact than California
but equal this year.
Continued on the following page.
Large
Large
Large
Large
Small
Small
Small
Boston
Large
Medium
Medium
Medium
Medium
Medium
Small
Small
Small
Table 13.--Study firms' evaluation of Florida and California celery stalk compactnessa (Continued)
Stalk Compactness
Market Area and Florida Calif. Comments
Firm Size Class More More No
Compact Compact Difference
Detroit
Large X ---
Large X ---
Large X ---
Medium X ---
Medium X ---
Small X ---
TOTALS 3 11 8
aRespondents include three full-service wholesalers with considerable retail contact.
Rib Characteristics
Firms' evaluation of rib thickness, curvature and width were
similar among the three market areas. Representatives of 12 of the
firms in the study said that California celery had ribs that were
typically thicker, wider and flatter than those from Florida celery.
Most felt that the housewife preferred the thick, wide,flat ribs,
but one respondent indicated California celery required more trim-
ming in the store and another said the difference in rib character-
istics was inconsequential.
An encouraging aspect of responses on this set of traits is
that representatives of nine firms saw no significant differences
in rib characteristics between the two growing areas in recent years.
Several were quick to point out, however, that Florida celery had been
"thinner" and "tough and wiry" until the past few seasons. Occasional
shipments of celery with some of these traits help to keep the "wild
and wiry" stereotype alive with a few terminal market wholesalers.
According to respondents, these shipments are not frequent, and gen-
erally occur early or late in the season.
Other Product Characteristics
Retailers, particularly in Boston, were critical of Florida
celery's stringiness and taste. Four of the eight retailers in
Boston mentioned stringiness as one of their most significant criti-
cisms, and two in Boston mentioned taste as well. A typical comment
was "California celery eats better." Several of those interviewed
allowed that there may have been some improvement in Florida celery,
but others were unconvinced. A small Detroit wholesaler felt that
35 to 40 percent of the small retail stores that normally buy on the
terminal do not buy Florida celery because of taste. However, most
major retailers felt that the average consumer could not differentiate
between Florida and California celery.
Quality of Pack
The quality of pack is of considerable importance. Evaluations
of physical damage to stalks, cleanliness, accurate count, product
uniformity and sizing were obtained from 19 retailers and two full-
service wholesalers.
Physical Characteristics
Everyone interviewed was asked to compare Florida celery to that
received from other growing areas, particularly California, with
respect to the selected pack characteristics. The physical character-
istics compared were the number of loose ribs, rib damage, i.e., cuts
and bruises, uniform rib length, insect damage, cleanliness, and overall
arrival condition due to handling. The overwhelming consensus was that
there are no significant differences in product damage or cleanliness
between celery packed in Florida and that packed in other growing areas.
Few complaints were made about the quantity of loose ribs. One
major retailer in Boston felt that both Florida and California celery
were sometimes cut too high, which resulted in too many loose ribs.
Another medium-sized firm in Boston thought that Florida celery typi-
cally had a greater incidence of loose ribs than did California, but
overall, Florida celery compared favorably.
Rib damage due to rough handling does not appear to be a factor
either. One medium-sized firm in Boston said that Florida celery
usually had more cut and bruised ribs, but a large firm in Philadelphia
felt that Florida had less damage than other areas. All others indi-
cated that there were no appreciable differences among growing areas
and no particular problems with rib damage.
Uneven rib length due to trimming tops at an angle does not seem
to be a problem. There were no major criticisms of the uniformity
of rib length. One executive in Philadelphia said that his firm had
encountered problems with unevenly trimmed Florida celery, but another
in Philadelphia said he had more problems with California celery. The
other firms had no complaints.
Insect damage is extremely rare according to those interviewed.
Although it does infrequently result in problems, all celery-growing
areas are affected, and there are no particular insect problems associ-
ated with Florida celery.
Cleanliness and overall arrival condition were found to be similar
and satisfactory for celery from Florida and California. Several firms
reported occasional problems from both areas, but none viewed either
factor as serious or persistent.
Count and Uniformity
All those interviewed were asked if there were celery ship-
ments where containers had an incorrect number of stalks, and if
there was any appreciable difference in these occurrences between
Florida and California shipments. This was naturally of most
concern to the retailers interviewed. Two of the full-service
wholesalers previously mentioned also commented on this point.
All 21 responding said there was generally no significant pro-
portion of celery containers from either growing area that was short
in count. One retail firm representative said there were "occasional
problems" from both California and Florida, and a wholesaler noted
that containers of smaller sizes--3's and smaller--from both areas
were sometimes short in count. Overall, though, instances of short
count were infrequent and of little concern to wholesalers and
retailers.
Uniformity of pack, the degree of variation of stalk size within
a container labeled with a given size designation, was evaluated by
the 21 firm representatives noted above. Sixteen stated there was
no appreciable difference between Florida and California pack in this
regard, while five said California packs were somewhat more uniform.
A few respondents commented that variability of stalk sizes within a
container was most noticeable in Florida shipments when total celery
supplies were tight.
Other Pack Considerations
One of the most frequent criticisms of Florida's celery pack
was that sizes tend to run smaller than California sizes for the
same count crate. Two larger wholesalers, one in Philadelphia and
one in Boston, made this criticism, as did four large retailers in
Philadelphia and one in Boston. They stated that there was about
one "size" difference between Florida and California celery. For
example, several said that California 3's were as large as Florida
2 1/2's. This does not appear to be a major detriment to Florida's
competitive situation, but it is a slight "confusion factor" that
probably does not help the Florida industry. Standardized sizes
would tend to facilitate direct price comparisons where Florida has
a decided advantage due to transportation differentials.
Celery Purchases by Retailers and Wholesalers
This section examines retailers and wholesalers' celery purchases
with respect to product type, i.e., whole stalks versus hearts, and
with respect to type of packaging for whole stalks.
Ratio of Whole Stalks to Hearts
On the average, retailers in Philadelphia and Detroit purchase
and subsequently sell 82 percent of their celery volume as whole stalks
and the remaining 18 percent as hearts (Table 14). Most of the larger
firms in these two cities estimated their whole-stalk volume to be 75
to 80 percent of the total and the remaining 20 to 25 percent hearts.
However, smaller firms reported no heart sales or else a very small
proportion sold as hearts.
Boston retailers were found to buy and sell substantially more
hearts. On the average, 58 percent of the Boston retailers' celery
volume was whole stalks and 42 percent hearts (Table 14). Retailers'
sales in Boston ranged from 30 percent to 56 percent. Smaller Boston
firms tended to report proportionately greater heart sales in con-
trast to small firms in Philadelphia and Detroit.
Table 14.--Major retailers' proportionate purchases of celery, whole
stalks versus hearts, by market area
Market Area Whole Stalks Hearts Totals
-------Percenta----
Philadelphia 82 18 100
Boston 58 42 100
Detroit 82 18 100
percentages are based on an overall, weighted average volume reported
by all firms within cities.
Small wholesalers in all three cities were found to purchase
whole-stalk celery almost exclusively, but larger wholesalers and
full-service wholesalers handled from one to 15 percent hearts.
Celery hearts were found to constitute a substantial volume
at the retail level, particularly in Boston. Accurate data were
not available as to the proportion of hearts supplied by repackers
in each of the market areas, but the quantity is quite large. Repackers
were apparently using Florida whole-stalk celery to make hearts. Most
hearts prepared by repackers were found to be about 10 inches long and
packaged in a cardboard tray inside a poly bag or simply in poly bags.
California hearts that were seen in the markets were substantially
shorter, usually about 8 1/2 inches long. Several firms complained
that Florida hearts did not hold up as well because of excessive leaves.
They suggested that shortening them to the California length would alle-
viate the problem.
The cardboard tray-poly bag package is used extensively by repackers
for hearts in Boston. Adopting this type of package appears to be one
way of capturing a larger proportion of the heart market in Boston and
possibly other markets as well. The transportation savings alone
could give Florida shippers a decided cost advantage.
Packaging Preferences by Wholesalers and Retailers
Wholesalers and retailers were asked how they usually bought
whole-stalk celery, i.e., what proportions were bought naked (plain)
or pre-sleeved, either open or closed. Open sleeves are generally
used for the standard 14- to 14 1/2-inch stalks from Florida or
California. Closed sleeves are used primarily for the shorter 11-to
11 1/2-inch stalks, also packed by both major celery growing areas.
Wholesalers and retailers were also asked the reasons for their pre-
ferences for naked or sleeved stalks. The wholesalers interviewed
expressed a unanimous preference for naked celery, citing cost as
the major reason. They indicated that their customers were unwilling
to pay the sleeping upcharge. Responses from full-service wholesalers
were included with those of retailers because of their considerable
retail contact.
All retailers in Philadelphia reported that they regularly
purchased some naked celery. Among larger firms, the proportion of
naked celery bought ranged from 20 to 100 percent; on an overall
volume basis, for all retailers interviewed, 79 percent of the whole
stalk celery was bought naked and the remaining 21 percent bought as
open pre-sleeved (Table 15). None regularly bought short, closed
pre-sleeved celery.
Several large-volume retailers in Boston buy a very high pro-
portion of their whole-stalk celery pre-sleeved (open, standard
length). However, virtually all of the medium and small-volume firms
buy naked celery exclusively. Yet, on an overall volume basis for
the retail firms included in the study, approximately two-thirds was
bought naked and one-third in open sleeves (Table 15).
Table 15.--Retailers' purchases of whole-stalk celery by market area
and type of packaging
Type of Packaging
Market Area Naked Open Closed All Totals
Sleeve Sleeve Sleeved
--------------------Percent-------------------
Philadelphia 79 21 0 21 100
Boston 66 34 0 34 100
Detroit 35 XXXa XXXa 65 100
percentages are not reported in order to prevent disclosure of
confidential information.
A marked dichotomy in preferences for packaging was found in
Detroit. Some major firms buy pre-sleeved celery exclusively, but
others buy naked exclusively. One large-volume and one medium-volume
firm buy only standard length, open-sleeved celery, and one large-
volume firm buys the short, closed-sleeve. Together, these three
firms account for 65 percent of the whole-stalk celery volume of the
retail firms interviewed. The remaining three firms that buy naked
celery exclusively account for 35 percent (Table 15).
The reasons given by retailers for buying naked or pre-sleeved
were similar in all three cities. Obviously, firms that typically
retail banded celery for reasons discussed in a later section (Retail
Merchandising Practices, Page 40) rarely, if ever, purchase sleeved
celery. However, since approximately three-fourths of the whole-
stalk celery is retailed in sleeves, attempts were made to determine
the firms' rationale for their purchasing decisions.
Firms that usually retail celery in sleeves but buy naked stalks
cited cost as the major reason, but not the sole reason. One firm
expressed a preference for sleeping at the store level for quality
control. Another preferred sleeping by firm personnel for affixing
their own produce label.
There is a move toward greater use of the standard cut (14-inch)
pre-sleeved celery by retailers. Three firms indicated tentative
plans to increase their purchase of the pre-sleeved product. The
primary reason given was that retailers have been faced with rapidly
escalating labor costs. The use of pre-sleeved celery is viewed by
many of them as a way of reducing labor requirements at the store
level. This trend was especially evident in Detroit, where labor
appeared to be well organized. Six firms specifically mentioned labor
savings in celery preparation as the most important reason for buying
pre-sleeved celery.
In addition to labor savings, several retailers felt that their
use of pre-sleeved celery reduced out-of-stock occurrences by making
it easier for even relatively low-paid, part-time help to keep the
display case filled. Three retailers also thought that pre-sleeved
celery was generally of better quality. They said it had less
bruising and that it was more uniform than naked-packed celery.
Reaction to shorter whole-stalk celery
Retailers and wholesalers were asked whether or not they had
handled the shorter-cut sleeved celery which has been available from
Florida and California for several seasons. Except for the very
largest firms, the wholesalers were not very familiar with it, as
most tend to handle naked celery.
When asked whether a shorter-cut naked whole-stalk celery
might be feasible, wholesalers were generally opposed to the idea.
Several pointed out that Florida celery was already slightly shorter
than that from California, and that a move to cut it still shorter
would be met with trade resistance. Only one wholesaler who was
engaged in celery repacking was amenable to a shorter stalk in order
to take advantage of freight savings.
Approximately half of the retailers were familiar with the
short-cut sleeved product; but, only one, a large-volume retailer
in Detroit, was regularly stocking it. Freight savings and longer
shelf-life were the reasons given for handling it. Another large
volume retailer that normally retails standard length sleeved celery
in Philadelphia expressed an interest in the short cut, but he was
fearful of consumer resistance. Most retailers, regardless of
market area or firm size, were negative toward shorter whole stalks.
Retailers generally felt that the longer stalk provided a better value
for the consumer, and attempts to shorten whole stalks would be notice-
able and objectionable to consumers. It should be pointed out that
the views expressed by wholesalers and retailers are for the most part
based on intuition and speculation, and not rigorous in-store experi-
ments or consumer studies.
Retail Merchandising Practices
Celery sales per store were found to vary considerably for the
firms interviewed in this study. However, it is extremely difficult,
if not impossible, to associate their celery sales volumes with
specific merchandising techniques as described by the firms' execu-
tives because many of their techniques are quite similar. Further,
many factors, such as a firm's overall position in the market, the
firm's clientele, and degree of emphasis on produce, influence celery
sales. In addition to executive interviews, a total of thirty super-
markets in the three cities were visited to observe merchandising
practices.
Supermarkets were found to adhere to the merchandising plan for
celery espoused by upper-level management, but considerable variation
was noted among stores' celery quality, .particularly with respect to
freshness. Details of the firms' general celery handling and merchan-
dising techniques follow. Attention is given to celery preparation
(particularly packaging), the type and amount of shelf space denoted
to celery, the quantity displayed, the frequency of price specials,
and preferences for point-of-purchase materials.
In-Store Handling, Preparation, and Reworking
Stores that receive pre-sleeved celery obviously perform little
preparation on it. Some firms and a few store-level produce managers
indicated occasional problems with excessive dirt in the sleeves or
yellowing leaves which require removal before the celery can be dis-
played. However, such problems are apparently infrequent.
Virtually all celery that is bought as naked stalks is prepared
at the retail store level. Several firms indicated that they had
done some sleeping at the warehouse level in recent years, but all
had discontinued the practice when interviewed.
Produce department personnel at the store level normally trim
the stalk butts and tops, remove loose or damaged ribs, and band or
sleeve it. Exact preparation time could not be accurately ascertained
from talking to executives or store employees, but estimates ranged
from 5 to 15 minutes per crate, depending on the arrival condition of
the celery. The source of the celery was not generally viewed as an
important factor influencing preparation time.
Retail packaging of whole stalks
Over half of the firms interviewed exhibited flexibility in mer-
chandising either banded or sleeved celery (Table 16). Typically,
stores would not have both kinds of packages simultaneously. Several
said that banding was used when turnover was high, but sleeping was
used (either pre-sleeved or sleeved at the store) when turnover was
slow. However, others said that pre-sleeved celery was used for high-
produce volume sales periods, particularly around holidays to ease
labor shortages. Some firms have stores that use primarily banded
and other stores that tend to retail sleeved celery.
Two Philadelphia firms use banded celery exclusively. One was
classified as a large-volume celery retailer and the other classified
as small. One medium-volume retailer in Boston and one large-volume
retailer in Detroit were found to retail banded celery exclusively
(Table 16). The firms which handled the banded product exclusively
complained that produce managers were lax in rotating sleeved celery;
several cited better quality control as the major benefit of band-
ing. Others said that banded celery created a "bulk" image that
stimulates impulse buying. One mentioned ease of reworking as an
important plus for banding, and another was afraid of consumer resis-
tance to bags that tend to "hide something."
Table 16.--Study firms' retail celery packaging preferences, by
market area
Type of Retail Packaging Total
Market Area Band Sleeve Band and/ Firms
Exclusively Exclusively or Sleeve Interviewed
-------------No. of Firms------------
Philadelphia 2 2 3 7
Boston 1 0 7 8
Detroit 1 3 2 6
Total 4 5 12 21
alncludes two full-service wholesalers with considerable retail con-
tact, one in Philadelphia, and one in Detroit.
Two firms in Philadelphia and three in Detroit retailed sleeved
celery exclusively, either pre-sleeved or store-sleeved. There were
none in Boston. The most frequent reason given for retailing sleeved
celery was improved shelf-life which results in less shrinkage and
reworking. One felt the packaged goods in general had more consumer
appeal and another thought that housewives preferred sleeved celery
because it was cleaner, i.e., not as messy to handle and store.
On a volume basis, approximately three-fourths is retailed in
sleeves and the remainder banded. The proportion sleeved was 70
percent in Philadelphia, 73 percent in Boston, and 78 percent in
Detroit (Table 17).
Table 17.--Type of celery packaging used by retailers as a percent
of total volume, by market area
Type of Packaging
Market Area Banded eeved Totals
---------Percent----------
Philadelphia 30 70 100
Boston 27 73 100
Detroit 22 78 100
All Areas 26 74 100
Reworking
All retail executives were asked what proportion of their whole
stalks was usually reworked before being sold, but few could answer
with precision. The type of packaging, turnover rate, and produce
managers' attitude toward maintaining freshness and quality influence
the amount of reworking that is done to whole celery stalks.
Sleeving greatly reduces the necessity of reworking. Four of
those interviewed felt that less than one percent of the sleeved celery
had to be reworked. Most of the others would not specify a percentage,
but said that the quantity reworked was "minimal," or "very, very
small." However, firms that were retailing banded celery reported that
10 to 20 percent was reworked.
Pricing
All firms interviewed sell celery by the unit, i.e., stalk or
package, and have no intentions of changing to selling by the pound.
Pricing by the pound, which would facilitate packing mixed sizes,
does not appear to be a viable alternative because of additional
labor costs involved in weighing.
Celery was found to be "specialled" quite frequently in all
three market areas. Several firms expressed a policy of featuring
celery "when the price was right," but they also mentioned that they
like to place celery on special in the early spring months when there
are few produce items in abundant supply. Two firms reported having
celery on special twice or more per month throughout most of the
year (Table 18). The greatest number, seven, indicated that they try
to place celery on special about once per month, and four special
price it once every two months. Many firms use celery as a featured,
specially-priced item around major holidays. Most firms estimate
that specials usually double or triple celery sales volume.
Table 18.--Frequency of celery price specials by major retailers, all
market areas
Frequency of Price Specials Number of Firms
Twice per month or more 2
Once per month 7
Once every two months 4
Major holidays only 1
Not ascertained 5
Total 19
Display Techniques
All firms contacted that sold hearts displayed them in horizontal
rows in refrigerated racks. Most firms displayed whole celery stalks
in a similar manner, but two placed them in an upright position in a
series of vertical rows.
There were three firms, one in each city, that usually display
whole stalks on ice, at least in a sizeable number of stores. One
firm which uses ice placed the stalks in an upright position as dis-
cribed above and the two others placed stalks in horizontal rows on
ice. Adequate sales data were not available to permit a thorough
evaluation of the effectiveness of displaying celery on ice, but its
use did not appear to increase celery sales appreciably. Only one
firm, a small celery volume retailer, displayed Florida and California
celery simultaneously. The Florida celery was typically sold for
10 cents per stalk less than California celery.
On the average, firms in all cities were found to display from
three-fourths of a crate to one crate of whole stalks per row and one
carton of hearts per row. However, store managers try to adjust the
quantity displayed to their anticipated daily sales volume to reduce
shrinkage, poor product appearance, and subsequent reworking. The
quantity of celery displayed is usually less during the low-volume,
early portion of the week and greater for the higher-volume weekend
period.
Display Space
In Philadelphia, most firms typically display two or three rows
of whole stalks a- nne row of hearts. Rows are usually 36" long, *he
average depth of the refrigerated racks. However, in Boston, there
was greater variability among firms as to the number of rows of whole
stalks displayed. The number of rows ranged from one to four, and
bore no relationship to the firm's size. Firms in Boston also reported
considerably more display space allocated to hearts. Most Boston
retailers display two rows of hearts, and one reported a usual display
of three to four rows. Retailers in Detroit were very consistent in
the amount of display space allocated to celery. Without exception,
all firms reported that they typically display two rows of stalks and
one row of hearts.
The amount of display space allocated to celery is usually deter-
mined by the firms' produce merchandisers. Most reported that adver-
tised price specials are accompanied by a 50-to-100 percent increase
in shelf space. In addition to allocating an additional row or two
to celery, some merchandisers recommend Using "waterfall" displays for
specials. This is an extended shelf that is sometimes supported by
cartons stacked on the floor in front of the refrigerated rack.
Since display space is usually allocated on the basis of a speci-
fic number of "rows" of a particular item, the width of the product
is important. If produce merchandisers habitually recommend "x" rows
of display space to celery, a reduction in stalk length could result
in a proportionate decrease in display space.
Tie-Ins
"Tie-ins," products that are jointly promoted with celery, were
used by two-thirds of the firms interviewed. One of the most frequently
mentioned tie-in activities was promotion of Waldorf salad items. Eight
of the fourteen firms that use tie-ins with celery mentioned "Waldorf
salad," or specifically mentioned the other major ingredients, namely
apples and walnuts (Table 19). Five firms reported that they use
celery as an integral part of their salad item display. Some reported
using "mix-and-match" sales where the consumer can choose among several
salad items for some multiple price, such as 3 for 89W, etc.
Salad dressings were mentioned by four retailers. Dressings are
often displayed in produce sections, but it is doubtful if such tie-ins
do much specifically for the promotion of celery. Cheese, in several
firms, is a popular tie-in item. Cream cheese was mentioned five
times, cheese spreads four, and "cheese" (not specified) twice.
Peanut butter was also a frequently mentioned item. Four firms
reported using it as a tie-in item along with related point-of-purchase
material provided by the Florida Celery Exchange. Other infrequently
used tie-in items included carrots, potato salad, and marshmallows
(Table 19).
Promotional Activities
The term "promotional activities" is used in a general sense
and refers to any concerted, industry-wide effort to enhance sales
through point-of-purchase (POP) materials, promotional allowances,
display contests, etc. Retailers and full-service wholesalers were
interviewed to determine the extent of such efforts by other celery
growing areas, the promotional activities preferred, and any suggestions
for improvements.
Table 19--Celery "tie-ins," products commonly promoted in conjunction
with celery by retailers.
Tie-In Items Retailers Reporting
Use
Number
"Waldorf Salad" 5
Apples 3
Walnuts 1
Salad Items (General) 5
Carrots 1
Potato Salad 1
Salad Dressings 4
Cheese (General) 2
Cheese Spreads 4
Cream Cheese 5
Peanut Butter 4
Marshmallows 1
The consensus was that Florida is the,only celery-growing area that
regularly engages in promotional activities. Fourteen firms said that
California had no promotional activities, four were uncertain, and only
one thought that California had recently provided POP materials. Four
interviewees recalled a Waldorf salad promotion which featured celery,
walnuts, and Washington apples, but several could not recall the source
of the promotion. Additionally, several mentioned Kraft's salad dress-
ing promotion which emphasizes salad vegetables, including celery. In
contrast, about three-fourths of those interviewed were aware of Florida's
celery promotional activities, particularly the POP material, and most
comments were favorable.
In addition to expressing a generally favorable attitude toward
POP material, several of the 19 retailers interviewed mentioned a variety
of other activities which they preferred and felt could be utilized by
the Florida celery industry to promote Florida celery. Three expressed
a preference for promotional allowances, two wanted more information on
"tie-in" products which could be promoted in conjunction with celery,
and two indicated a need for advance price information to assist in
planning for specials. Several of those interviewed were particularly
pleased with the "Mail-gram" that was used this year. Two-week notices
give most retailers adequate time to plan advertising programs. Some
degree of protection encourages them to advertise, increase display
shelf space, and thus dramatically increase celery sales. One firm
mentioned the possibility of display contests, but the perishable nature
of the product would probably reduce their effectiveness.
Point-of-Purchase Material
Point-of-purchase material is generally well received by the firms
interviewed. However, several large retailers indicated a trend away
from POP material. One of these cited a company policy of store uniform-
ity and neatness, and stated that POP material results in a cluttered
appearance. Another said that increasing labor costs were reducing his
firm's use of POP materials; he felt that the major labor cost was due
to increased maintenance, i.e., removal of POP material. Three execu-
tives specifically expressed a dislike of stick-on materials, or those
that must be taped in place.
Several produce merchandisers were familiar with the celery stalk
cutout that haz been included in recent promotion kits. Five said that
they liked it, but two did not because the shape did not conform to their
preferred format for POP materials. Several of those interviewed
reported receiving celery-peanut butter promotional material, but
one voiced disappointment over not having received it.
Most retailers expressed a preference for "smaller--not larger"
materials. The most popular dimensions (vertical-horizontal) were
7" x 11", cited as a first choice by about half of the produce execu-
tives. The next most frequent first choice was the 11" x 14" size.
A few others gave 5" x 9", 5 1/2" x 9", or 5 x 11" as first choices
(Table 20). The few that expressed a need for larger materials were
the smaller retailers.
Price cards were the materials most preferred. A frequent com-
plaint was that promotion kits are generally received once per season
and usually have one (or at least a small number),of price cards. Once
they are used, the price cards are thrown away because of the possi-
bility of price changes.
Five firms expressed an interest in reusable price cards. Plastic,
wipe-clean cards and cards with interchangeable price numbers were sug-
gested. A cheaper alternative would probably be to supply more price
cards in each kit or provide price cards several times each season. All
those preferring price cards desired high-quality materials with attractive
color pictures of the product. POP materials with a 'cheap" appearance
would not be used, according to those interviewed.
Six firms reported that recipes are excellent for promotions. Sug-
gested distribution methods included recipe tear pads and recipes printed
on plastic produce bags.
Table 20.--Retailers and full-service wholesalers'
ences for point-of-purchase materials,
dimensions prefer-
all market areas
Dimensions
Dimensions First Second
Vertical Horizontal Choice Choice
Inches Number of Responses
5 9 1
5 7 2
5 8 1
5 11 1
5 11 1
5 14 1
7 11 10 1
11 14 9 3
14 11 2
22 28 1
24 36 1
>24a >36a 2
aTwo respondents wanted "window signs" but were unsure of the dimensions.
CONCLUSIONS AND RECOMMENDATIONS
Florida celery movement in Philadelphia and Detroit increases
rapidly during November and December. Purchases in Boston lag some-
what, but Florida has displaced California as the dominant supplier
in all three market areas during the major part of the Florida season,
January through May. Florida's proximity to these major markets
results in substantial savings in transportation costs and transit
time. These savings have allowed the Florida celery industry to com-
pete in these markets on a price basis for many years, even though
product quality was frequently below that of competing areas, primarily
California. Florida's position is getting stronger, however. Further
increases in transportation costs have enhanced Florida's locational
advantage. Rail service, important to the California celery industry,
has become more expensive, and service to the northeast remains rela-
tively poor.
One of the most important factors contributing to Florida's improved
position in these markets has been improved product quality. A majority
of the wholesalers and retailers interviewed were extremely complimentary
of Florida celery. Many said that noticeable improvements had been made
within the last two or three years. On the point-by-point product charac-
teristic comparisons, the overall quality of Florida's celery was seen
to be very comparable to California's.
There are a few die-hards, however. Their images of quality dif-
ferences have been developed over a long period of time and will change
slowly unless efforts are made to refute misconceptions. Florida's
I ,
celery quality during the past several seasons has done much to build
a better image. But, this improved image can be lost quickly if quality
is not rigorously maintained.
As for the pack, there are no serious shortcomings for Florida's
celery compared to other growing areas. A few shippers have problems,
but the Florida celery industry as a whole is doing a relatively good
packing job. However, it is important to note the general trends.
There is a shifting preference, particularly among retailers, for the
waxed carton. Its use will require thorough pre-cooling and a monitor-
ing to insure that cartons are arriving at their destinations in satis-
factory condition. Another emerging preference is for somewhat lighter
containers, preferably no more than 40 to 45 pounds. This suggestion
was made by several retailers judged to be innovators. They reasoned
that the smaller container would not only be easier for personnel to lift,
but it would also reduce product damage caused by rough handling of heavy
containers.
Sleeving is apparently one of the most practical package types in
which to retail celery. Labor costs at the store level are reduced
through less preparation time, less clean up, and less re-working.
Sleeving can probably be done more efficiently at the packing house level
than at retail. Most retailers do not know what sleeping at the store
level costs, but with rapidly escalating labor costs, it is important for
them to know. The Florida celery industry is in a better position to
take advantage of the efficiencies gained through sleeping than the
California celery industry because of shorter transit time; Florida has
a minimum advantage of approximately two days. With proper handling,
Florida celery can be sleeved at the shipping point and quality main-
tained satisfactorily, but the trade must be convinced.
As for shorter-cut, closed-sleeved celery, the added shelf-life
achieved by removing leaves does not appear to be necessary for most
retailers. The shelf-life of celery available presently is generally
adequate. Many feel that the shorter length with fewer leaves lacks
customer appeal; a few contend that the shorter length and few leaves
make no difference to the consumer and that transportation savings and
added shelf-life make it a desirable product to handle. One considera-
tion is that California's whole stalks are generally a little longer
than Florida's. A move to force shorter stalks on retailers would
require California's cooperation or it would probably fail. Further,
there is much speculation on what the consumer likes, but little or no
concrete information.
Celery hearts constitute an important part of retail celery sales,
but repackers evidently fill a substantial portion of retailers' heart
requirements. A slightly fancier package, i.e., the tray-poly bag, may
be one means of increasing the Florida celery industry's share of the
heart-packing business in some market areas. Similarly, a short (8 1/2")
heart appeals to some retailers and offers additional shelf-life, It
would also offer a greater contrast to shorter-cut, closed-sleeved, whole
stalks. This contrast would remove one objection to the short-cut stalks
that they "look too much like hearts."
Pricing of celery by the pound, which would permit packing of mixed
sizes, does not appear to be a viable alternative to the presently-used
unit price. The obvious reason is the additional labor required at the
store level for weighing.
The Florida celery industry has done a reasonably good promotional
job in the cities included in this study. However, retailers offered
suggestions for improvement. Several pointed out that celery is a
basic item that they tend to overlook in their promotional planning.
On the other hand, some said that Florida's celery season occurs at a
time of the year when fresh produce items are generally in short supply,
and Florida celery lends itself well to promotions. Since celery is
only one of a great many items that produce buyers and merchandisers
have to deal with, frequent reminders of various kinds can serve to keep
celery visible with the trade.
One very effective such reminder was the Mail-gram that has been
used. The nature of competition at the retail level makes "specials"
essential to firms' advertising and promotional programs. Advance
information which provides some degree of price protection enables firms
to make advertising plans for price specials. Several firms said that
they were not as concerned with the level of prices as long as they knew
they were stable and that their competition could not obtain supplies at
a lower price.
Two retailers suggested that some firms buy California celery out
of habit, without a re-evaluation of Florida's quality. They suggested
a case-allowance program to "break the habit."
Periodic distribution of point-of-purchase (POP) materials through-
out the season may be another way to keep celery visible. A number of
retailers said that they do not get POP materials frequently enough,
especially price-cards. Materials must be high quality, and fairly
small. While the most popular sizes are still 7" x 11" and 11" x 14",
the trend is to smaller materials. Many kinds of low-cost promotional
tools can be effectively used to promote Florida celery to the retail
trade. The objective is to remain visible by helping retailers do
their job better or easier, thus encouraging them to move more celery,
Recommendations
The following general recommendations are made to the Florida
Celery Exchange as a result of this study:
Maintain a production research and improvement program
which will continue to improve Florida celery.
Develop and enforce effective industry quality standards
which will enhance and protect the favorable image of
Florida celery which is emerging in the produce trade.
Encourage shippers to improve pre-cooling.
Since Florida celery is increasingly viewed as equivalent
in quality to California's, transportation differentials
from both areas to major markets should be monitored and
analyzed in order to optimize Florida returns.
Determine consumer response to various packaging types,
stalk and heart lengths, and display space. Shorter,
closed-sleeve celery may stimulate, depress, or have no
effect on sales and profits for growers, shippers and
retailers. Everyone speculates but few know what effects
are.
Determine packaging costs at the shipping and retail levels.
Packaging efficiencies may be discovered and documented
which would benefit the Florida celery industry.
Explore improved packaging for celery hearts and also the
possibility of offering a shorter-cut heart.
Review the promotional program. Provide accurate advance
price information periodically to stimulate movement. Retailers
have to come up with products to feature every few days and such
information reminds them to use celery. Also, periodic supplies
of price cards would serve to keep celery visible, Make certain
that each chain receives adequate materials for all stores; if
there are not enough to go around, firms generally will not use
any of them.
57
Most of these recommendations involve many interrelated changes
that would require considerable time and resources for further evalu-
ation and for possible implementation. They are not intended as ulti-
mate answers, but rather as suggestions to keep the Florida celery
industry moving toward greater prominence in produce marketing.
APPENDIX
CELERY MARKETING STUDY
RETAIL CHAINS
Firm:
i'. Quantity of celery bought per (week) (month) (year)
2. How do you normally buy: broker %, direct (packer) %,
wholesaler %.
3. What proportion of produce sales does celery represent? %.
4. Source by month.
State J F M A M J J A S O N D
Fla.
Calif.
Others
5. What proporti-on of celery arrives: by rail _%?
by truck %?
6. Which do you prefer?
Why?
Truck
Rail
7. Crates -- Arrival Condition
% Crates California Excellent Fair Poor % damage
% Crates Florida Excellent Fair Poor % damage
Comments
Effect on Product Quality
Disposal
Other
8. Waxed Cartons -- Arrival Condition
% Crates California: Excellent Fair Poor % damage
% Crates Florida: Excellent Fair Poor % damage
Comments
Effect on Product Quality
Disposal
Other
9. Plastic Cartons -- Arrival Condition
% Crates California: Excellent Fair Poor % damage
% Crates Florida: Excellent Fair Poor % damage
Comments
Effect on Product Quality_
Disposal
Other
10, What is your opinion of the 60 lb. crate size for Florida celery?
1. OK as is.
2. Should be changed to
11. Product Considerations:
1. What fresh celery products do your stores normally carry?
Whole Stalks: Size(s), Length(s)
Hearts: Size(s), Length(s)
2. Uniformity of pack:
a. Uniformity of stalk size: Fla. Ca.
b. Correct No. or count of stalks per crate:
Fla. Ca.
3. How does the color of Florida celery compare.with that
grown in other areas?
4. Quantity of leaves: Fla.
Ca.
5. Quantity of leaves:
6. Compactness: Fla.
Ca.
7. Rib Curvature: Fla.
Ca.
Fla.
Ca.
8. Physical damage:
a. loose ribs: Fla. Ca.
b. cut or bruised: Fla. Ca.
c. uneven length: Fla. Ca..
9. Insect damage: Fla. Ca.
10. Feather leaves: Fla. Ca.
11. Cleanliness: Fla. Ca.
12. Product Deterioration: Fla. Ca.
13. Shelf Life: Fla. Ca.
14. What do you consider to be the most significant criticisms
of Florida celery?
15. What do you consider as the best characteristics of Florida
celery?
16. What stalk lengths have you handled in recent years?
17. Which length do you prefer?
Why?
12. Packaging
How is celery usually bought by your firm?
1. Plain Whole Stalks % Why?___,
2. Open-Sleeved Whole Stalks % Why?
3. Closed-Sleeved Whole Stalks % Why?_
4. Bagged Whole Stalks
5. Bagged Hearts
,,______% Why?
% Why?_
What type of packaging or preparation, if any, is done on plain
stalks received by your firm? R
Repacker
Cost Dist. whole-
Comments Stalk/Crate Store Center saler
None _% S DC RW
Banding % rubber/twist S DC RW
Sleeving_ ____% S DC RW
Bagging_ % S DC RW
Tray/
Overwrap _____ % S DC RW
Other % S DC RW
What kind of packaging, if any, do you feel the
consumer prefers?
Is she willing to pay the price for it?
13. Retailing Practices
1. Display:
a. typical quantity stalks/crates
b. typical area _sq. ft./"rows"
c. special displays
d. tie-ins
2. Re-Working:
What proportion of [
I is reworked?
Plain %_
Banded _%
Open-Sleeved __%
Closed-Sleeved %
Bagged %__
3. What kind of promotional activities are offered by
other growing areas?
4. What kind of promotional activities do you prefer?
5. What specific kinds of POP material can you use?
|