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An empirical analysis of state agricultural product promotions: A case study on Arizona Grown


  • Paul M. Patterson

    (Morrison School of Agribusiness and Research Management, Arizona State University East, Mesa, AZ 85206)

  • Hans Olofsson

    (Joint Legislative Budget Committee of Arizona, Phoenix, AZ 85007)

  • Timothy J. Richards

    (Morrison School of Agribusiness and Research Management, Arizona State University East, Mesa, AZ 85206)

  • Sharon Sass

    (Arizona Department of Health Services, Phoenix, AZ 85007)


State commodity promotions, which promote food and agricultural products produced within a state's borders, are becoming widespread. Even though they are funded through tax revenues, there is little analysis on their effects. This study evaluates consumer awareness of Arizona's program and their preferences for Arizona products. Also, the effects of the program on product sales are analyzed. It was found that consumers were largely unaware of Arizona's program. However, most indicated that they would prefer Arizona products over others. The promotion was found to have little to no effect on product sales and only a modest direct effect on consumer preferences. [EconLit cites: Q180, M300, H170] © 1999 John Wiley & Sons, Inc.

Suggested Citation

  • Paul M. Patterson & Hans Olofsson & Timothy J. Richards & Sharon Sass, 1999. "An empirical analysis of state agricultural product promotions: A case study on Arizona Grown," Agribusiness, John Wiley & Sons, Ltd., vol. 15(2), pages 179-196.
  • Handle: RePEc:wly:agribz:v:15:y:1999:i:2:p:179-196
    DOI: 10.1002/(SICI)1520-6297(199921)15:2<179::AID-AGR3>3.0.CO;2-K

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    References listed on IDEAS

    1. Nicholas J. Powers, 1989. "A study of demand response to grocery advertising of fresh California-Arizona navel oranges," Agribusiness, John Wiley & Sons, Ltd., vol. 5(5), pages 423-435.
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    3. John M. Halloran & Michael V. Martin, 1989. "Should states be in the agricultural promotion business?," Agribusiness, John Wiley & Sons, Ltd., vol. 5(1), pages 65-75.
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    1. Henseleit, Meike & Kubitzki, Sabine & Teuber, Ramona, 2007. "Determinants of Consumer Preferences for Regional Food," 105th Seminar, March 8-10, 2007, Bologna, Italy 7871, European Association of Agricultural Economists.
    2. Carpio, Carlos E. & Mathews, Leah G. & Boonsaeng, Tullaya & Perrett, Allison & Descieux, Katie, 2015. "Evaluating the Marketing Impact of a Regional Branding Program Using Contingent Valuation Methods: The Case of the Appalachian Grown™ Branding Program," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205800, Agricultural and Applied Economics Association.
    3. Martinez, Samuel Cardona & Patterson, Paul M., 2004. "Evaluating The Potential For Local Food Products In Hispanic Markets," 2004 Annual meeting, August 1-4, Denver, CO 20372, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. Jekanowski, Mark D. & Williams, Daniel R., II & Schiek, William A., 2000. "Consumers' Willingness To Purchase Locally Produced Agricultural Products: An Analysis Of An Indiana Survey," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 29(1), pages 1-11, April.
    5. Loureiro, Maria L. & Hine, Susan, 2002. "Discovering Niche Markets: A Comparison of Consumer Willingness to Pay for Local (Colorado Grown), Organic, and GMO-Free Products," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 34(3), pages 477-487, December.
    6. Collart, Alba J. & Palma, Marco A. & Carpio, Carlos E., 2013. "Consumer Response to Point of Purchase Advertising for Local Brands," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 45(2), pages 229-242, May.
    7. Govindasamy, Ramu & Puduri, Venkata & Kelley, Kathleen & Simon, James E., 2012. "Increased Purchases of Locally Grown Ethnic Greens and Herbs due to Concerns about Food Miles," Journal of Food Distribution Research, Food Distribution Research Society, vol. 43(3), November.
    8. Knight, Andrew J., 2013. "Evaluating local food programs: The case of Select Nova Scotia," Evaluation and Program Planning, Elsevier, vol. 36(1), pages 29-39.
    9. Carlos E. Carpio & Olga Isengildina-Massa, 2009. "Consumer willingness to pay for locally grown products: the case of South Carolina," Agribusiness, John Wiley & Sons, Ltd., vol. 25(3), pages 412-426.
    10. Hughes, David W. & Isengildina-Massa, Olga, 2015. "The economic impact of farmers’ markets and a state level locally grown campaign," Food Policy, Elsevier, vol. 54(C), pages 78-84.
    11. Painter, Kathleen, 2008. "An Analysis of Food-Chain Demand for Differentiated Farm Commodities: Implications for the Farm Sector," Research Reports 280103, United States Department of Agriculture, Rural Development.
    12. Grebitus, Carola & Peschel, Anne & Hughner, Renee Shaw, "undated". "Drivers of Demand for Specialty Crops: The Example of Arizona-Grown Medjool Dates," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235545, Agricultural and Applied Economics Association.
    13. Evans, Jason R. & D'Souza, Gerard E. & Collins, Alan R. & Brown, Cheryl & Sperow, Mark, 2011. "Determining Consumer Perceptions of and Willingness to Pay for Appalachian Grass-Fed Beef: An Experimental Economics Approach," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 40(2), pages 1-18, August.
    14. Carroll, Kathryn A. & Bernard, John C. & Pesek, John D. Jr., 2013. "Consumer Preferences for Tomatoes: The Influence of Local, Organic, and State Program Promotions by Purchasing Venue," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(3), pages 1-18.
    15. Patterson, Paul M. & Martinez, Samuel Cardona, 2004. "State and Origin Branding in Hispanic Food Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(3), pages 1-12, November.
    16. 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.
    17. Drini Imami & Engjell Skreli & Edvin Zhllima & Alban Cela & Olta Sokoli, 2015. "Consumer preferences for typical local products in Albania," ECONOMIA AGRO-ALIMENTARE, FrancoAngeli Editore, vol. 17(3), pages 11-29.
    18. Taylor, Roy Justin & Sterns, James A., 2005. "A Practical Guide to Market Assessment," 2005 Annual meeting, July 24-27, Providence, RI 19302, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    19. Ying, Jiahui & Shonkwiler, Vanessa P. & Campbell, Benjamin L., 2018. "Willingness to Pay or Not to Pay: Valuing Foods Some Respondents Find Distasteful," 2018 Annual Meeting, August 5-7, Washington, D.C. 274065, Agricultural and Applied Economics Association.
    20. Boys, Kathryn A. & Blank, Steven, 2016. "The Evolution of Local Foods: A Retrospective and Prospective Consideration," ARE Working Papers 270993, North Carolina State University, Department of Agricultural and Resource Economics.
    21. McCluskey, Jill J. & Loureiro, Maria L., 2003. "Consumer Preferences And Willingness To Pay For Food Labeling: A Discussion Of Empirical Studies," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(3), pages 1-8, November.

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