NEW VARIETIES AND THE RETURNS TO COMMODITY PROMOTION: WASHINGTON FUJI APPLES

Abstract

The Fugi apple variety is relatively new in the U.S. As a new product, questions concern the relative impact of consumer learning by experience, by variety-specific promotion, or by generic apple promotion. Estimates show each to have a positive impact. Changes in producer surplus provide a base-scenario benefit-cost ratio of 11.98.Crop Production/Industries, Marketing,