IDEAS home Printed from https://ideas.repec.org/a/oup/ajagec/v94y2012i2p583-590.html
   My bibliography  Save this article

Capturing Demand for Functional Foods: A Case Study from the Tart Cherry Industry

Author

Listed:
  • Suzanne Thornsbury
  • Lourdes Martinez

Abstract

Cherry Marketing Institute (CMI) is an industry support organization funded by North American tart cherry growers and processors. In the mid-2000s, the president of CMI was contemplating the future of the U.S. tart cherry industry and how CMI could contribute to industry success in the new century. The year 2002 had been a bell-weather in terms of production (a weather event resulted in an 80% crop loss across North America) and market competition (significant level of imports from outside North America for the first time in history). Changes in consumer preferences for food and food ingredients were putting significant downward pressure on demand for the industry's traditional products and creating incentives for new product development. The tart cherry industry had already proven willing to undertake major changes (e.g., transition to mechanical harvest in the 1970s, along with adjustments in orchard design and processing capacity, processing advances in the 1990s that significantly decreased the risk of cherry pits in the finished product). Would the existing policy and marketing support activities provided by CMI, although successful in the past, be able to move the industry forward? Was it time for another major change in this industry? Or were there marginal adjustments that could be made for survival? Copyright 2012, Oxford University Press.

Suggested Citation

  • Suzanne Thornsbury & Lourdes Martinez, 2012. "Capturing Demand for Functional Foods: A Case Study from the Tart Cherry Industry," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 94(2), pages 583-590.
  • Handle: RePEc:oup:ajagec:v:94:y:2012:i:2:p:583-590
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1093/ajae/aar077
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:ajagec:v:94:y:2012:i:2:p:583-590. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press) or (Christopher F. Baum). General contact details of provider: http://edirc.repec.org/data/aaeaaea.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.