Old Dog, New Tricks: The Changing Role of California's Agricultural Marketing Organizations
Agricultural marketing institutions in California and around the U.S. are evolving to meet changing grower needs. This article highlights some of the more recent changes in California marketing organizations and the economic concepts and industry factors that may be leading to these changes.
Generic promotion, marketing orders, marketing agreements, blueberries, tree fruits, leafy greens
Zoë Plakias. 2013. "Old Dog, New Tricks: The Changing Role of California's Agricultural Marketing Organizations." ARE Update 17(2): 4-7. University of California Giannini Foundation of Agricultural Economics.