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Effective Marketing of Hass Avocados: The Impacts of Changing Trade Policy and Promotion/Information Programs

Author

Listed:
  • Carman, Hoy F.
  • Sexton, Richard J.

Abstract

U.S. avocado producers faced major economic challenges in 1996, when opening of the U.S. market to Mexican avocados was approved. Fearing introduction of new pests and diseases as well as severe economic impacts, U.S producers were able to gain a phased opening of regional markets and legislation authorizing an assessment of 2.5 cents per pound on all Hass avocados sold in the U.S. to support promotion programs. Promotion programs expanded demand sufficiently to maintain real producer prices even though Mexican imports exceeded USDA forecasts by a factor of three.

Suggested Citation

  • Carman, Hoy F. & Sexton, Richard J., 2011. "Effective Marketing of Hass Avocados: The Impacts of Changing Trade Policy and Promotion/Information Programs," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(4), pages 1-14, November.
    • Handle: RePEc:ags:ifaamr:117600
    DOI: 10.22004/ag.econ.117600
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    References listed on IDEAS

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    1. Hoy F. Carman, 2006. "Offsetting Price Impacts from Imports with Generic Advertising and Promotion Programs: The Hass Avocado Promotion and Research Order," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 28(4), pages 463-481.
    2. Carman, Hoy F. & Craft, R. Kim, 1998. "An Economic Evaluation of California Avocado Industry Marketing Programs, 1961-1995," Research Reports 11925, University of California, Davis, Giannini Foundation.
    3. Carman, Hoy F. & Li, Lan & Sexton, Richard J., 2009. "An Economic Evaluation of the Hass Avocado Promotion Order’s First Five Years," Research Reports 121697, University of California, Davis, Giannini Foundation.
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