Demand Growth and Commodity Promotions for Fresh Hass Avocados

Carman, Hoy F., Tina Saitone, and Richard J. Sexton.

from ARE Update Vol. 17, No. 1, Sep/Oct, 2013

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Abstract

Shipments of fresh Hass avocados to the U.S. have increased dramatically in recent years, primarily in response to the opening of the U.S. market to imports from Mexico. Inflation-adjusted prices received by California growers have nonetheless remained nearly constant on average, despite considerable year-to-year volatility. Our analysis shows that consumer demand growth, fueled in part by a successful industry promotion program, has prevented falling prices.

Keywords

generic advertising, benefit/costs, expenditures, commodity market board, promotion evaluation

Citation

Carman, Hoy F., Tina Saitone, and Richard J. Sexton. "Demand Growth and Commodity Promotions for Fresh Hass Avocados." ARE Update 17(1)(2013):5-8. University of California Giannini Foundation of Agricultural Economics.
https://giannini.ucop.edu/publications/are-update/issues/2013/17/1/demand-growth-commodity/