The returns to promotion of healthy choices in Tasmania: are you in the dark about the power of mushrooms?

Julian Alston and Joanna C. Parks

Australian Journal of Agricultural and Resource Economics, 2012, vol. 56, issue 3, 19

Abstract: The Australian Mushroom Growers Association (AMGA) has recently developed a revised marketing strategy to promote mushrooms using messages based on scientific findings about the nutrition and health consequences of regularly incorporating mushrooms into meals. This article evaluates impacts based on a test-market experiment in Tasmania. We use a difference-in-differences econometric methodology to quantify the programme-induced shifts in demand, and we use the resulting estimates in a supply and demand modelling framework to quantify the effects of promotion-induced demand shifts on prices, quantities, and measures of economic well-being. We estimate a conservative benefit–cost ratio for Tasmanian producers of 7.6:1 if they were to bear the entire cost and 11.4:1 if the programme were financed by a levy on production (or spawn). The aggregate benefit–cost ratio, including benefits to consumers is also 11.4:1. 1

Keywords: Agribusiness; Crop Production/Industries (search for similar items in EconPapers)
Date: 2012
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Journal Article: The returns to promotion of healthy choices in Tasmania: are you in the dark about the power of mushrooms? (2012)
Working Paper: The Returns to Promotion of Healthy Choices in Tasmania: Are You in the Dark about the Power of Mushrooms? (2012)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aareaj:211673

DOI: 10.22004/ag.econ.211673

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