Almond advertising yields net benefits to growers
John M. Crespi, Department of Agricultural and Resource Economics, UC Davis and Department of Agricultural Economics, Kansas State University
Richard J. Sexton, Department of Agricultural and Resource Economics, UC Davis
California Agriculture 55(1):20-25. DOI: 10.3733/ca.v055n01p20.
A study of almond sales from 1962 through 1998 shows that industry adversing and promotion had a positive effect on demand.
The authors are grateful to the staff of the Almond Board of California for contributing data to the study. Blue Diamond Growers also contributed key data to the study, and the cooperation of Blue Diamond's Director of International Sales, Rex Lake, is much appreciated. The authors are also grateful for the comments of two anonymous referees.