Promoting a local brand: Assessing the Economic Benefits of the Texas Superstar® and Earth-Kind® Promotion on Place (POP) Program

This paper aims to evaluate consumer’s awareness and willingness-to-pay (WTP) for two ornamental brands in Texas: Texas Superstar® and Earth-Kind®, after a Promotion on Place (POP) Program was developed by the Texas Department of Agriculture (TDA). Consumer’s characteristics that are more likely to influence brand awareness and WTP are identified.Brand recognition, Willingness to pay, Consumer preferences, Ornamentals, Consumer/Household Economics, Marketing,

Repeat Buying Behavior for Ornamental Plants: A Consumer Profile

The main objective of this research was to study what stimulates repeat buying behavior for ornamental plants by segmenting consumer demographics and other important variables in the purchasing decision for ornamental plants. Specifically, we looked at the number of transactions per month as a function of the purpose of the purchase. Consumer’s behavioral and socio-demographic characteristics that are more likely to influence the number of ornamental transactions were also identified.Green Industry, flower demand, consumer preferences, Consumer/Household Economics, Marketing, M31, R22,

Small Farmers’ Use of Social Media and Other Channels for Marketing their Agricultural Products

We examined small farmers’ use of and preference for different channels for marketing agricultural products and explored differences by gender, age group, and education level. Farmers markets and social media were preferred channels, with participants under age 55 being more likely than those 55 and over to prefer and use social media and agree that social media would be useful for promoting products and increasing sales. While selling via social media could provide a larger market, one challenge is that the average age of Mississippi farm operators is 59. Therefore, Extension must consider multiple approaches for delivering training on marketing

Consumer Imperfect Information in the Market for Expired and Nearly Expired Foods and Implications for Reducing Food Waste

A substantial source of food waste occurs when consumers and sellers dispose of expired food despite it being safe to eat. We conduct an incentive-compatible, non-hypothetical laboratory choice experiment in which 150 participants choose between food products of varying perishability level at various dates before or after their best-before dates. In one treatment, participants received information about the interpretation of food date labels. In another they received this information plus additional information on food waste due to date label confusion and its environmental impacts. We find that clarifying the meaning of date labels is insufficient to change preferences for food past its best-before date, but when a link between date labels, food waste, and its environmental impacts is made, participants’ willingness-to-pay for expired food increases, particularly for expired frozen or recently expired semi-perishable products. Our findings have implications for food waste reduction efforts because increasing the value of expired food increases the opportunity cost of wasting expired but consumable food

Overview and Economic Impact of the Mississippi Blueberry Industry

U.S. per capita consumption of blueberries has risen in the past decade, fueled in part by the industry’s efforts to promote the health benefits associated with blueberry consumption. As a response to increased consumer demand, blueberry acreage in Mississippi has significantly increased, from about 80 acres in 1981 to 2,700 acres in 2012. Production in the state consists mainly of Rabbiteye or Southern Highbush varieties, 50% of which is sold wholesale through marketing cooperatives (MDAC 2013). This study estimates the economic impact of this industry on Mississippi’s agricultural economy