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Open Access Publications from the University of California

The Hass Avocado Promotion and Research Order: Offsetting Price Impacts from Imports with Advertising and Promotion

  • Author(s): Carman, Hoy F.
  • Rodriguez, Ana Maria
  • et al.

Imported avocados, which accounted for less than 1.5 percent of total U.S. avocado supply during the 1970's and 1980's, increased their share to over 44 percent in 2002-03 and further increases are on the horizon. With inelastic demand, imports placed substantial pressure on domestic avocado prices, but demand increases due to generic advertising and promotion, higher consumer incomes and population growth helped offset increased avocado supplies and domestic prices were maintained. The new Hass Avocado Promotion and Research Order will continue to offset a portion of the price impacts of increased imports from Mexico, Chile and other suppliers.

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