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.