of other activities which they preferred and felt could be utilized by

the Florida celery industry to promote Florida celery. Three expressed

a preference for promotional allowances, two wanted more information on

"tie-in" products which could be promoted in conjunction with celery,

and two indicated a need for advance price information to assist in

planning for specials. Several of those interviewed were particularly

pleased with the "Mail-gram" that was used this year. Two-week notices

give most retailers adequate time to plan advertising programs. Some

degree of protection encourages them to advertise, increase display

shelf space, and thus dramatically increase celery sales. One firm

mentioned the possibility of display contests, but the perishable nature

of the product would probably reduce their effectiveness.


Point-of-Purchase Material


 Point-of-purchase material is generally well received by the firms

 interviewed. However, several large retailers indicated a trend away

 from POP material. One of these cited a company policy of store uniform-

 ity and neatness, and stated that POP material results in a cluttered

 appearance. Another said that increasing labor costs were reducing his

 firm's use of POP materials; he felt that the major labor cost was due

 to increased maintenance, i.e., removal of POP material. Three execu-

 tives specifically expressed a dislike of stick-on materials, or those

 that must be taped in place.

 Several produce merchandisers were familiar with the celery stalk

cutout that haz been included in recent promotion kits. Five said that

they liked it, but two did not because the shape did not conform to their