Economic Aspects of Marketing Florida Avocados

Excerpts from the report: Over the past three decades producers and shippers of avocados in Florida have experienced a wide range of economic problems. These have included marked changes in production from one year to the next and increasing competition from larger individual producing units in California. In addition, avocado consumption is at a rather low level from the viewpoint of industry members. These factors, in conjunction with prevailing marketing practices and methods, have often resulted in prices below cost of production for some growers and below cost of distribution for some shippers. The objectives of this report, therefore, are: (1) To present a more detailed and up-to-date analysis of some problem areas outlined in the preliminary progress report, (2) to summarize and evaluate industrywide attempts to improve marketing since 1954, and (3) to suggest further modifications in marketing practices and methods that may help growers and shippers obtain improved returns.