CONCLUSIONS AND RECOMMENDATIONS


 Florida celery movement in Philadelphia and Detroit increases

rapidly during November and December. Purchases in Boston lag some-

what, but Florida has displaced California as the dominant supplier

in all three market areas during the major part of the Florida season,

January through May. Florida's proximity to these major markets

results in substantial savings in transportation costs and transit

time. These savings have allowed the Florida celery industry to com-

pete in these markets on a price basis for many years, even though

product quality was frequently below that of competing areas, primarily

California. Florida's position is getting stronger, however. Further

increases in transportation costs have enhanced Florida's locational

advantage. Rail service, important to the California celery industry,

has become more expensive, and service to the northeast remains rela-

tively poor.

 One of the most important factors contributing to Florida's improved

 position in these markets has been improved product quality. A majority

 of the wholesalers and retailers interviewed were extremely complimentary

 of Florida celery. Many said that noticeable improvements had been made

 within the last two or three years. On the point-by-point product charac-

 teristic comparisons, the overall quality of Florida's celery was seen

 to be very comparable to California's.

 There are a few die-hards, however. Their images of quality dif-

 ferences have been developed over a long period of time and will change

 slowly unless efforts are made to refute misconceptions. Florida's


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