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.