average depth of the refrigerated racks. However, in Boston, there

was greater variability among firms as to the number of rows of whole

stalks displayed. The number of rows ranged from one to four, and

bore no relationship to the firm's size. Firms in Boston also reported

considerably more display space allocated to hearts. Most Boston

retailers display two rows of hearts, and one reported a usual display

of three to four rows. Retailers in Detroit were very consistent in

the amount of display space allocated to celery. Without exception,

all firms reported that they typically display two rows of stalks and

one row of hearts.

 The amount of display space allocated to celery is usually deter-

mined by the firms' produce merchandisers. Most reported that adver-

tised price specials are accompanied by a 50-to-100 percent increase

in shelf space. In addition to allocating an additional row or two

to celery, some merchandisers recommend Using "waterfall" displays for

specials. This is an extended shelf that is sometimes supported by

cartons stacked on the floor in front of the refrigerated rack.

 Since display space is usually allocated on the basis of a speci-

fic number of "rows" of a particular item, the width of the product

is important. If produce merchandisers habitually recommend "x" rows

of display space to celery, a reduction in stalk length could result

in a proportionate decrease in display space.


Tie-Ins


 "Tie-ins," products that are jointly promoted with celery, were

used by two-thirds of the firms interviewed. One of the most frequently

mentioned tie-in activities was promotion of Waldorf salad items. Eight