California farmers adapt mandated marketing programs to the 21st century | Zendy

Hoy F. Carman | Zendy

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California farmers adapt mandated marketing programs to the 21st century

Author(s) -

Hoy F. Carman

Publication year - 2007

Publication title -

california agriculture

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.472

H-Index - 25

eISSN - 2160-8091

pISSN - 0008-0845

DOI - 10.3733/ca.v061n04p177

Subject(s) - marketing , business , agriculture , promotion (chess) , agricultural marketing , agricultural economics , geography , marketing management , economics , political science , relationship marketing , archaeology , politics , law

Mandated marketing programs are an important component of California agriculture. The state's 63 marketing programs cover commodities that accounted for two-thirds of the total value of California agricultural output in 2004. California farmers have recently paid annual assessments totaling more than $226 million to support advertising, promotion, research and inspection programs. Marketing programs have evolved from emphasizing supply controls in the 1930s and 1940s to the current focus on generic advertising and promotion, food safety inspection, health and nutrition research, and market information.

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