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New Varieties and the Returns to Commodity Promotion: The Case of Fuji Apples

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  • Richards, Timothy J.
  • Patterson, Paul M.

Abstract

The Fuji apple variety is relatively new in the U.S. As a new product, questions concern the relative impact of consumer learning by experience, by variety-specific promotion, or by generic apple promotion. A two-stage (LES/LAIDS) model incorporating both types of promotion is used to estimate the effect of generic and variety specific promotion, as well as consumer experience, on the demand for Fuji apples. Estimates show each to have a positive impact, and also show new or specialty apple varieties to be relatively price inelastic, but income elastic. Grower returns to promotion are calculated with an equilibrium displacement model of price changes and producer surplus. Changes in producer surplus provide a base-scenario benefit:cost ratio of 6.33:1.

Suggested Citation

  • Richards, Timothy J. & Patterson, Paul M., 2000. "New Varieties and the Returns to Commodity Promotion: The Case of Fuji Apples," Agricultural and Resource Economics Review, Cambridge University Press, vol. 29(1), pages 10-23, April.
    • Handle: RePEc:cup:agrerw:v:29:y:2000:i:01:p:10-23_00
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    Cited by:

    1. Richards, Timothy J. & Padilla, Luis, 2001. "Commodity R&D, Patenting, And Promotion," 2001 Annual meeting, August 5-8, Chicago, IL 20497, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Yanghao Wang & Metin Çakır, 2020. "Welfare impacts of new demand‐enhancing agricultural products: The case of Honeycrisp apples," Agricultural Economics, International Association of Agricultural Economists, vol. 51(3), pages 445-457, May.
    3. Richards, Timothy J. & Gómez, Miguel I. & Pofahl, Geoffrey, 2012. "A Multiple-discrete/Continuous Model of Price Promotion," Journal of Retailing, Elsevier, vol. 88(2), pages 206-225.
    4. Lei, Lei, 2018. "Effects of trade policy on technological innovation in agricultural markets - implications for the developing economies," IDE Discussion Papers 687, Institute of Developing Economies, Japan External Trade Organization(JETRO).
    5. Richards, Timothy J. & Padilla, Luis, 2002. "Commodity R&D And Promotion," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 34(3), pages 1-15, December.
    6. R. Karina Gallardo & Ines Hanrahan & Chengyan Yue & Vicki A. McCracken & James Luby & James R. McFerson & Carolyn Ross & Lilian Carrillo†Rodriguez, 2018. "Combining sensory evaluations and experimental auctions to assess consumers’ preferences for fresh fruit quality characteristics," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 407-425, March.

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