Food manufacturers use health claims to signal higher product quality and attract health oriented consumers. However, consumers’ willingness to pay for health-related attributes may not be large enough to repay firms of the high costs associated with developing, certifying, and marketing such...

This paper explores the welfare changes as a result of changes in prices and quantities of Colorado labeled apples relative to domestically produced apples, using equilibrium displacement model with two-regions: Colorado State and the rest of the United States. The results showed that in the...

Corporate branding has been a key marketing strategy for many decades, but the nature and focus of branding activities has evolved along with the interests and buying motivations of consumers, especially in the food sector. An increasing number of food companies are creating loyal customers by...

Local and organic food systems represent some of the many food sector innovations of the past decade that signal that consumers are increasingly diverse and have heterogeneous preferences that reflect their unique values and preferences (Thilmany, Bond and Bond, 2008). Yet, regardless of the...

In Colorado, agritourism shows the potential to benefit agricultural producers and rural communities by generating additional income from consumers who are willing to pay for rural and agriculturally related experiences. This study uses a survey of Colorado agritourists to identify five distinct...

Although the growth in direct markets suggests a significant jump in local food purchasing by households, direct marketing still only accounts for a small percentage of total food sales because conventional food supply chains account for the great majority of food dollars. Since these...

Although marketing principles and strategies are taught in all major agribusiness management programs in the country, few agribusiness student groups use these very principles in the planning of their own activities. This article describes a market research project developed by the AgriBusiness...

There is evidence that consumers are increasingly purchasing food directly from local producers, but little is understood about which market-specific, intrinsic, extrinsic, and demographic attributes influence the probability of preferring to purchase fresh produce through direct-market...

The main area of focus in this paper is variation across regions and over time in the U.S. as estimated by different food price data sets. There are a variety of potential sources for food price data, but it is important to compare the relative strengths and weaknesses of the data sources in...