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

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

View Article PDF: Demand Growth and Commodity Promotions for Fresh Hass Avocados

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. 2013. "Demand Growth and Commodity Promotions for Fresh Hass Avocados." ARE Update 17(1): 5-8. University of California Giannini Foundation of Agricultural Economics.
https://giannini.ucop.edu/filer/file/1453327768/16921/