A new marketing era for California specialty crops
Harold O. Carter, University of California Agricultural Issues Center
Carole Nuckton, University of California Agricultural Issues Center
California Agriculture 42(2):15-20. DOI: 10.3733/ca.v042n02p15.
The rules may have changed, but California producers of specialty crops seem to have reason for cautious optimism, at least for the near term. The longer term outlook is uncertain and may depend on new marketing techniques and new technology.
Harold O. Carter is Director of the University of California Agricultural Issues Center and is Chair, Department of Agricultural Economics, UC Davis; Carole Frank Nuckton, Program Associate for the University of California Agricultural Issues Center, was project coordinator of the marketing study.
The University of California Agricultural Issues Center sponsored this study on Marketing California Specialty Crops. They wish to acknowledge the assistance of Ray Coppock, Communications Specialist, UC Cooperative Extension, in the preparation of this article.
Several reports from the study have been published and are available upon request from: Division of Agriculture and Natural Resources Publications, 6701 San Pablo Avenue, Oakland, CA 94608–1239:
AIC-R1 Demographic Shifts, Trends, and Other Factors Affecting Demand, and New Product Development for California Agriculture
AIC-R2 Postharvest Handling: Transportation Aspects
AIC-R3 Trade Barriers and Other Factors Affecting Exports of California Specialty Crops
AIC-R4 Competitiveness at Home and Abroad
AIC-R5 Food Quality and Safety: Impacts on Marketability