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Marketing Promotion of Texas Agricultural Products: The Rural Dimension of the GO TEXAN Program


  • Malaga, Jaime E.
  • Xu, Bin
  • Martinez-Mejia, Pablo


The Texas Department of Agriculture launched the GO TEXAN marketing promotion program in 1999 to support Texas agricultural and food production. The underlying assumption is that if successful, the program would support directly or indirectly the demand for Texas agricultural production and the well-being of the state’s rural population. This research analyzes responses to an official 2008 survey sent to the GO TEXAN program beneficiaries. Overall, this study suggests that not all activities in the program have a clearly positive impact. Participation in trade shows, retail promotion and media events, and reverse trade missions seem to have a significant effect on sales increase as well as the use of the program logo on promotional items and web sites. The study also suggests that the relative impacts of event participation and uses of the program logo differ according to the group of member’s belonging, particularly when comparing the ‘‘mostly rural’’ vs. ‘‘mostly urban’’ categories. Consequently, if a state’s agricultural marketing program specifically attempts to reach producers from its ‘‘mainly rural’’ areas, an analysis may be needed to identify what specific types of promotion seem to generate the best results in those areas.

Suggested Citation

  • Malaga, Jaime E. & Xu, Bin & Martinez-Mejia, Pablo, 2011. "Marketing Promotion of Texas Agricultural Products: The Rural Dimension of the GO TEXAN Program," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 43(3), pages 1-10, August.
  • Handle: RePEc:ags:joaaec:113537
    DOI: 10.22004/ag.econ.113537

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    References listed on IDEAS

    1. Govindasamy, Ramu & Italia, John & Thatch, Daymon W., 1998. "Consumer Awareness Of State-Sponsored Marketing Programs: An Evaluation Of The Jersey Fresh Program," Journal of Food Distribution Research, Food Distribution Research Society, vol. 29(3), pages 1-9, November.
    2. Julie A. Caswell, 1997. "Rethinking the Role of Government in Agri-Food Markets," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 79(2), pages 651-656.
    3. McGranahan, David A. & Cromartie, John & Wojan, Timothy R., 2011. "The Two Faces of Rural Population Loss Through Outmigration," Amber Waves:The Economics of Food, Farming, Natural Resources, and Rural America, United States Department of Agriculture, Economic Research Service, pages 1-8.
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    Cited by:

    1. Velandia, Margarita & Clark, Christopher D. & Lambert, Dayton M. & Davis, James A. & Jensen, Kimberly & Wszelaki, Annette & Wilcox, Michael D., 2014. "Factors Affecting Producer Participation in State-sponsored Marketing Programs: The Case of Fruit and Vegetable Growers in Tennessee," Agricultural and Resource Economics Review, Cambridge University Press, vol. 43(2), pages 249-265, August.

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