Evaluations on the effectiveness of state and origin branding programs remain relatively scant and generally have not focused on specific target populations, including the fastest growing group-Hispanic consumers. This study evaluates the effectiveness of the Arizona Grown brand and the nascent...

Understanding the determinants of liquidity costs in agricultural futures markets is hampered by a need to use proxies for the bid-ask spread which are often biased, and by a failure to account for a jointly determined micro-market structure. We estimate liquidity costs and its determinants for...

Estimation of liquidity costs in futures markets is challenging because bid-ask spreads are usually not observed. Several estimators of liquidity costs exist that use transaction data, but there is little agreement on their relative accuracy and usefulness, and their performance has been...

Three attributes of futures contract behavior important for market performanceliquidity, volatility, and convergenceare investigated before and after the 2005 increase in speculative position limits for corn, soybean, and wheat contracts at the Chicago Board of Trade. The analysis of liquidity...

Contracting directly between produce shippers and retailers is growing in importance. Retailers seek to obtain reliable supplies, while reducing their reliance on recurring market transactions. Producers seek stable prices and market access. These private transactions diminish spot market...

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...