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Organic Producers Perspectives on California State Mandated Marketing Programs and Implications for a Federal Organic Promotion Order

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  • Cosentino, Tina D.
  • Baker, Gregory A.

Abstract

This research examines the role of government mandated marketing programs in promoting certified organic produce in California. Data were gathered from public documents, interviews, focus groups, and an industry-wide survey. We find that most California mandated marketing programs minimally address organic production. Regarding the value of generic promotion, slightly more than one-third of the survey respondents indicated that they believed that their mandated marketing program’s promotion efforts increased the sales of their organic products. Two options were highly ranked as alternatives to promote organic products, setting aside a representative amount of the marketing program’s funds for the promotion of organic produce and establishing a non-governmental producer association to promote all organic produce.

Suggested Citation

  • Cosentino, Tina D. & Baker, Gregory A., 2015. "Organic Producers Perspectives on California State Mandated Marketing Programs and Implications for a Federal Organic Promotion Order," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(4), pages 1-20, November.
    • Handle: RePEc:ags:ifaamr:211651
    DOI: 10.22004/ag.econ.211651
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    References listed on IDEAS

    as
    1. Carman, Hoy F. & Klonsky, Karen & Beaujard, Armelle & Rodriguez, Ana Maria, 2004. "Marketing Order Impact on the Organic Sector: Almonds, Kiwifruit and Winter Pears," Research Reports 11930, University of California, Davis, Giannini Foundation.
    2. Greene, Catherine, 2013. "Growth Patterns in the U.S. Organic Industry," Amber Waves:The Economics of Food, Farming, Natural Resources, and Rural America, United States Department of Agriculture, Economic Research Service, issue 09, pages 1-1, October.
    Full references (including those not matched with items on IDEAS)

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