Effective Marketing of Hass Avocados: The Impacts of ChangingTrade Policy and Promotion/Information Programs

摘要

U.S. avocado producers faced major economic challenges in 1996, when opening of the U.S.market to Mexican avocados was approved. Fearing introduction of new pests and diseases aswell as severe economic impacts, U.S producers were able to gain a phased opening of regionalmarkets and legislation authorizing an assessment of 2.5 cents per pound on all Hass avocadossold in the U.S. to support promotion programs. Promotion programs expanded demand sufficiently to maintain real producer prices even though Mexican imports exceeded USDA forecastsby a factor of three.