Publicly funded promotional programs for fruit and vegetable commodities: a national survey of state departments of agriculture

Abstract

The purpose of this study was twofold: first, to identi fy marketing development programs listed on websites of State Departments of Agriculture; and second, to conduct a personalized telephone survey targeting state agricultural marketing directors in an effort to compare and evaluate the scope and effectiveness of marketing programs. A systematic review of the Internet using both the Yahoo! search engine and the National Association of State Departments of Agriculture portal was implemented to locate web addresses of the State Departments of Agriculture for 48 of the 50 states (two states did not offer an Internet site). One hundred eleven (111) unique market development programs were identified. These marketing tools were classified according to their intended audiences, and include four distinct 'marketplaces': Consumer and
Domestic Trade, International Trade, and the Internet. The authors' intentions are to adapt those marketing program strategies recognized as effective to specialty fruits and vegetables grown in southern Florida.