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.















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