Generic Advertising, Fob Price Promotion, and Fob Revenue: A Case Study of the Florida Grapefruit Juice Industry

Abstract

Each year many agricultural commodity groups spend millions of dollars advertising and promoting generic products. Generic advertising of a number of farm commodities occurs under federal authorization, under separate legislation or under marketing orders, or it is funded by producers on a voluntary contribution or mandatory basis.More than three-fourths of the advertising programs operating under separate federal legislation or marketing order authority have been initiated during the past ten years (Armbruster). In addition to existing advertising programs, several advertising programs authorized under federal legislation were voted down by producers in a referendum: the most recent case was a beef referendum.