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Should states be in the agricultural promotion business?

Author

Listed:
  • John M. Halloran

    (Department of Agricultural and Resource Economics, University of Hawaii and Oregon State University)

  • Michael V. Martin

    (Department of Agricultural and Resource Economics, University of Hawaii and Oregon State University)

Abstract

Departments of Agriculture in virtually every state have initiated market promotion programs aimed at enhancing their states' farm sales. However, a reasoned assessment of several possible market scenarios suggests that the prospects for such programs to be successful are limited. Problems associated with free riders, intercommodity impacts, and measurement of promotional effectiveness all must be addressed in planning and implementing these programs. This analysis supports the argument that multi-state efforts may have better prospects for significant payoff. As currently structured state level agricultural promotional programs may be justified more for political reasons than for economic ones.

Suggested Citation

  • 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.
  • Handle: RePEc:wly:agribz:v:5:y:1989:i:1:p:65-75
    DOI: 10.1002/1520-6297(198901)5:1<65::AID-AGR2720050108>3.0.CO;2-8
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    References listed on IDEAS

    as
    1. Parish, Ross M., 1963. "Possibilities For Promoting Farm Products," Australian Journal of Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 7(1), pages 1-8, June.
    2. Brander, James A. & Spencer, Barbara J., 1985. "Export subsidies and international market share rivalry," Journal of International Economics, Elsevier, vol. 18(1-2), pages 83-100, February.
    3. Geroski, P.A., 1988. "James Friedman, Game Theory with Applications to Economics, Oxford University Press, Cambridge, Massachusetts and London, England (1986), p. 262," International Journal of Industrial Organization, Elsevier, vol. 6(2), pages 275-277.
    4. Alois F. Wolf, 1944. "Measuring the Effect of Agricultural Advertising," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 26(2), pages 327-347.
    5. Frederick V. Waugh, 1959. "Needed Research on the Effectiveness of Farm Products Promotions," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 41(2), pages 364-376.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Nganje, William E. & Hughner, Renee Shaw & Lee, Nicholas E., 2011. "State-Branded Programs and Consumer Preference for Locally Grown Produce," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 40(1), pages 1-13, April.
    2. 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.
    3. Henry Kinnucan & Øystein Myrland, 2008. "On generic vs. brand promotion of farm products in foreign markets," Applied Economics, Taylor & Francis Journals, vol. 40(6), pages 673-684.
    4. Govindasamy, Ramu & Schilling, Brian J. & Sullivan, Kevin P. & Turvey, Calum G. & Brown, Logan & Puduri, Venkata S., 2004. "Returns to the Jersey Fresh Promotional Program: The Impacts of Promotional Expenditures on Farm Cash Receipts in New Jersey," P Series 36728, Rutgers University, Department of Agricultural, Food and Resource Economics.
    5. Ilaslan, Gunes & White, Gerald B. & Langhans, Robert W., 2002. "Insights Into the Economic Viability of a New CEA System Producing Hydroponic Lettuce," Staff Papers 121122, Cornell University, Department of Applied Economics and Management.
    6. 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.
    7. Goddard, E.W., 1994. "Nec-63 Conference On Promotion In The Marketing Mix: What Works Where And Why," Promotion in the Marketing Mix: What Works, Where and Why, April 28-29, 1994, Toronto, Canada 279588, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.
    8. 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.
    9. Govindasamy, Ramu & Sullivan, Kevin P. & Puduri, Venkata S. & Schilling, Brian J. & Brown, Logan, 2005. "Consumer Awareness of the Jersey Fresh Promotional Program," P Series 36729, Rutgers University, Department of Agricultural, Food and Resource Economics.

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