A model is developed to explain Florida citrus planting levels by variety. The varietal choice is based on the expected prices and price variances/covariances of the varieties under consideration. Overall planting returns are maximized for a given level of price risk. The model's price...

The benefits of OJ advertising result from 1) increased gallon sales and 2) higher prices. Advertising was estimated to increase the delivered-in price by $.083 per single strength equivalent (SSE) gallon in 2006-07. The with-advertising and without-advertising delivered-in prices were estimated...

The dislocation of millions of households in the Gulf Coast areas after Katrina and Rita had disrupted the daily routines of these households and may have undesirable impacts on OJ consumption. The purpose of this analysis is to quantify the impacts of these two hurricanes on the demand for OJ...

In this study, the impacts of Florida Department of Citrus (FDOC) orange juice (OJ) advertising on U.S., OJ demand and the price received by Florida growers are examined.

As the U.S. domestic demand for fresh grapefruit and grapefruit juice trends downward, the export markets become more and more important for the citrus industry. Prior research suggests that when studying export demand relationships, exchange rates play an important role. The purpose of this...