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Effectiveness of Marketing Order 906 in Promoting Sales of Texas Grapefruit and Oranges

Gary Williams, Oral Capps and Marco Palma ()

No 90752, Reports from Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center

Abstract: This study of the effectiveness of Marketing Order 906 in promoting Texas grapefruit and oranges was requested by TVCC in compliance with the FAIR Act promotion evaluation requirement. The report first provides some background on the U.S. and Texas citrus industries and the citrus promotion programs conducted by TexaSweet over the years and then presents the analytical methodology employed. Based on the statistical analysis conducted, the study concludes that the citrus promotion programs have been effective in enhancing shipments of Texas citrus and that the benefits of the promotion efforts have exceeded the costs.

Keywords: Crop Production/Industries; Demand and Price Analysis; Marketing (search for similar items in EconPapers)
Pages: 49
Date: 2007-02
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Persistent link: https://EconPapers.repec.org/RePEc:ags:tamagr:90752

DOI: 10.22004/ag.econ.90752

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