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By R. Brian How (auth.)

This booklet has advanced out of expertise received in the course of 15 years of training a path on fruit and vegetable advertising and marketing to Cornell college undergrad­ uates. in the beginning it was once tough to collect written fabric that might intro­ duce the scholars to the and supply examples to demonstrate industry­ ing ideas. except a number of significant stories just like the U. S. division of Agriculture's survey of wholesale markets that got here out in 1964 or the re­ port of the nationwide fee on meals advertising released in 1966 there has been little examine to show to within the early Seventies. exchange organization conferences, alternate papers, and private contacts with contributors of the have been the main resources of knowledge. It turned essential to gather infor­ mation from many alternative resources to fill the necessity for a descriptive base. Now there are lots of sturdy examine experiences and articles being released on a variety of stages of the undefined. There nonetheless continues to be a urgent desire, despite the fact that, to consolidate and interpret this data in order that it offers an less than­ status of the entire process and its numerous components. clean fruit and vegetable advertising and marketing is diverse in lots of respects from the selling of different agricultural and nonagricultural items. hundreds and hundreds of person commodities contain the entire workforce. each one product has its personal targeted specifications for growing to be and dealing with, with its personal caliber attributes, advertising equipment, and criteria of buyer acceptance.

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5 TOTAL percent dollars Source: Adapted from Smallwood, 1990. HOME THE UNITED STATES MARKET FOR FOOD 17 wide differences in income per person between households of different type and size, as well as between households headed by persons of different race or oi'different ages. 8 persons) and had a greater degree of home ownership (62 compared to 41 percent), as well as a substantially higher annual income per person ($11,007 compared to $5,581) compared to households headed by black persons (Smallwood, 1990).

The average income of white people was higher than for black and nonblack/nonwhite people. Income per person tends to be higher in smaller households than in larger ones. Those living in suburbia tend also to have higher incomes than those in the central city or nonmetropolitan areas. Rigorous statistical analysis is necessary to isolate and measure the relationships between food consumption and expenditures and separate individual characteristics, apart from the effect of other variables. The impact of income and other household characteristics on per person expenditures for fruits, vegetables, and potatoes was analyzed using data from the 197778 NFCS (Smallwood, Blaylock, 1984).

In: Marketing California Specialty Crops: Worldwide Competition and Constraints. University of California, Agricultural Issues Center. , 1988. Revolution At the Table: The Transformation of the American Diet. New York: Oxford University Press. Mitchell, Arnold, 1983. The Nine American Lifestyles: Who We Are and Where We Are Going. New York: Macmillan. , Judy Broan, 1984. Growth in the Health and Natural Foods Industry. S. Department of Agriculture, Economic Research Service, Staff Report No. AGES840501.

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