In economics, the law of supply and demand explains the amount of a commodity, product, or service available and the desire that consumers/buyers have for it. In agriculture, the fluctuating supply and demand for a certain product determines the price of that product to the consumer. There are numerous aspects that can alter the demand in an industry such as vegetable producing, primarily revolving around the consumers taste and preferences or expectations of the product.
             In the past year, the overall demand for celery has been on the rise, as celery is becoming more common of a purchase at the grocery store for the average civilian (Boyd.) According to Fresh Trends 2013, six in ten shoppers have purchased the nutritious commodity in the past year, increasing the likelihood of celery purchase for the fifth consecutive year (Boyd.) This exemplifies the demand for celery is growing all around the country as the produce business has been thriving on the east coast recently, specifically in the town of Boston (Offner.) According to wholesalers, Boston has seen a dramatic increase in demand for vegetables and produce in both retail and foodservice due to the recent national trend to eat more green foods (Offner.) Growers are also taking notice of the public's recent attraction to eat healthier, as producers are putting forth the effort to harvest accordingly.
             The upsurge in demand for celery has caused many producers to increase their production. Monterey Counties' crop values have recently hit a record high $4.14 billion in 2012, with celery ranking 7th at $193.2 million. (Hornick.) Once produced, celery operates in a perfectly competitive market, because it is a homogeneous product that has an abundance of different producers. There are currently 201 farms producing celery is California alone (California Department of Food and Agriculture.) The market for celery is relatively easy to enter because there aren't any barrier...