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Evaluating The Potential For Local Food Products In Hispanic Markets

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  • Martinez, Samuel Cardona
  • Patterson, Paul M.

Abstract

Evaluations on the effectiveness of state and origin branding programs remain relatively scant and generally have not focused on specific target populations, including the fastest growing group-Hispanic consumers. This study evaluates the effectiveness of the Arizona Grown brand and the nascent Mexico Selected Quality brand in differentiating and promoting food products in Hispanic markets. It was found that Hispanic consumers tend to view these food product brands as nearly identical in perceived quality. Furthermore, they are willing to pay nearly equal premiums for products branded as such. These consumers saw no value in country of origin information alone.

Suggested Citation

  • 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).
  • Handle: RePEc:ags:aaea04:20372
    DOI: 10.22004/ag.econ.20372
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    File URL: https://ageconsearch.umn.edu/record/20372/files/sp04ca02.pdf
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    References listed on IDEAS

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    1. 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.
    2. Hobbs, Jill E., 2003. "Traceability And Country Of Origin Labelling," Proceedings of the 9th Agricultural and Food Policy Systems Information Workshop, 2003: Farm Policy Development and Policy Tensions under NAFTA 16813, Farm Foundation, Agricultural and Food Policy Systems Information Workshops.
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