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Fresh-Cut Melon - The Money Is in the Juice


  • Mayen, Carlos D.
  • Marshall, Maria I.
  • Lusk, Jayson L.


Fruit is an important component of the food industry in the United States, and “fresh-cut†products are an increasing portion of that consumption. We found that packaging and juice content played a significant role in the choices Indiana consumers made when purchasing fresh-cut melon products. Brand was not as important as the other fresh-cut melon attributes. Indiana consumers had a clear dislike for cup-shaped transparent packages compared with tamper-proof, bowl, and squared packages. However, they were willing to pay a premium for packages that have no fruit juices on the bottom.

Suggested Citation

  • Mayen, Carlos D. & Marshall, Maria I. & Lusk, Jayson L., 2007. "Fresh-Cut Melon - The Money Is in the Juice," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 39(03), December.
  • Handle: RePEc:ags:joaaec:43479

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    More about this item


    conjoint; consumer preferences; demand; fruit; Q13; D12; M31; P46;

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • P46 - Economic Systems - - Other Economic Systems - - - Consumer Economics; Health; Education and Training; Welfare, Income, Wealth, and Poverty


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