World orange juice market: benefits of generic advertising
Abstract
Purpose
This paper aims to examine the generic advertising program of the Florida processed orange industry.
Design/methodology/approach
A model of the world orange juice market is used to assess the presence and level of free riding by Brazilian orange growers on the Florida program.
Findings
Recent legal challenges have caused the program to be fully funded by Florida orange growers. The results suggest that elimination of the promotion program would negatively impact grower revenue in both Florida and Sao Paulo and this provides evidence that there is considerable free riding by import suppliers to the US orange juice market.
Originality/value
The paper uses a model of the world orange juice market to consider the effect of elimination of the Florida generic advertising program to promote orange juice consumption in the USA.
Keywords
Citation
Spreen, T. and Jauregui, C. (2009), "World orange juice market: benefits of generic advertising", British Food Journal, Vol. 111 No. 8, pp. 852-865. https://doi.org/10.1108/00070700910980964
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited