preferred format for POP materials. Several of those interviewed

reported receiving celery-peanut butter promotional material, but

one voiced disappointment over not having received it.

 Most retailers expressed a preference for "smaller--not larger"

 materials. The most popular dimensions (vertical-horizontal) were

 7" x 11", cited as a first choice by about half of the produce execu-

 tives. The next most frequent first choice was the 11" x 14" size.

 A few others gave 5" x 9", 5 1/2" x 9", or 5 x 11" as first choices

 (Table 20). The few that expressed a need for larger materials were

 the smaller retailers.

 Price cards were the materials most preferred. A frequent com-

 plaint was that promotion kits are generally received once per season

 and usually have one (or at least a small number),of price cards. Once

 they are used, the price cards are thrown away because of the possi-

 bility of price changes.

 Five firms expressed an interest in reusable price cards. Plastic,

wipe-clean cards and cards with interchangeable price numbers were sug-

gested. A cheaper alternative would probably be to supply more price

cards in each kit or provide price cards several times each season. All

those preferring price cards desired high-quality materials with attractive

color pictures of the product. POP materials with a 'cheap" appearance

would not be used, according to those interviewed.

 Six firms reported that recipes are excellent for promotions. Sug-

gested distribution methods included recipe tear pads and recipes printed

on plastic produce bags.