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,