World orange juice market: benefits of generic advertising

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 - R...

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Bibliographic Details
Published in:British food journal (1966) 2009-08, Vol.111 (8), p.852-865
Main Authors: Spreen, Thomas, Jauregui, Carlos
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Beverage industry
Brazil
Citrus fruits
consumer demand
Food and drink products
food industry
food marketing
food processing
foods
Fruit juices
Fruits
funding
generic advertising
imports
orange juice
oranges
processed foods
profitability
Profits
Studies
United States of America
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Summary: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.
ISSN:0007-070X
1758-4108
DOI:10.1108/00070700910980964