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Fresh-Cut Melon—The Money Is in the Juice

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

Abstract

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 & Marshall, Maria I. & Lusk, Jayson, 2007. "Fresh-Cut Melon—The Money Is in the Juice," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 39(3), pages 597-609, December.
    • Handle: RePEc:cup:jagaec:v:39:y:2007:i:03:p:597-609_02
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    Cited by:

    1. Pei Xu & Junling Zhou & Srini Konduru, 2021. "Chinese Consumers’ Willingness to Pay for Almonds as a Healthy Snack," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(3), pages 1-35, July.
    2. Pei Xu & Zhigang Wang, 2014. "Country of origin and willingness to pay for pistachios: a chinese case," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 2(1), pages 1-16, December.

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