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