Hostname: page-component-76fb5796d-45l2p Total loading time: 0 Render date: 2024-04-25T11:30:38.891Z Has data issue: false hasContentIssue false
  • English
  • Français

Marketing Promotion of Texas Agricultural Products: The Rural Dimension of the GO TEXAN Program

Published online by Cambridge University Press:  26 January 2015

Jaime Malaga ,
Bin Xu  and
Pablo Martinez-Mejia
Jaime Malaga
Affiliation:
Department of Agricultural and Applied Economics, Texas Tech University, Lubbock, Texas
Bin Xu
Affiliation:
Department of Agricultural and Applied Economics, Texas Tech University, Lubbock, Texas
Pablo Martinez-Mejia
Affiliation:
Department of Agricultural and Applied Economics, Texas Tech University, Lubbock, Texas
Get access

Abstract

The Texas Department of Agriculture launched the GO TEXAN marketing promotion program in 1999 to support Texas agricultural and food production. The underlying assumption is that if successful, the program would support directly or indirectly the demand for Texas agricultural production and the well-being of the state's rural population. This research analyzes responses to an official 2008 survey sent to the GO TEXAN program beneficiaries. Overall, this study suggests that not all activities in the program have a clearly positive impact. Participation in trade shows, retail promotion and media events, and reverse trade missions seem to have a significant effect on sales increase as well as the use of the program logo on promotional items and web sites. The study also suggests that the relative impacts of event participation and uses of the program logo differ according to the group of member's belonging, particularly when comparing the “mostly rural” vs. “mostly urban” categories. Consequently, if a state's agricultural marketing program specifically attempts to reach producers from its “mainly rural” areas, an analysis may be needed to identify what specific types of promotion seem to generate the best results in those areas.

Keywords

marketing promotionrural developmentQ13Q19
Type
Invited Paper Sessions
Information
Journal of Agricultural and Applied Economics , Volume 43 , Issue 3 , August 2011 , pp. 433 - 442
Copyright
Copyright © Southern Agricultural Economics Association 2011

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Adelaja, O., Brumfield, G., and Lininger, K. “Product Differentiation and State Promotion of Farm Produce: An Analysis of the Jersey Fresh Tomato.” Journal of Food Distribution Research 21(1990):73–86.Google Scholar
Caswell, J. “Rethinking the Role of Government in Agri-food Markets.” American Journal of Agricultural Economics 79(1997):651-56.CrossRefGoogle Scholar
Forker, D. “Commodity Check-off Programs: A Self-Help Marketing Tool for the Nation's Farmers?” Choices Fourth Quarter (1993):21–25.Google Scholar
Govindasamy, R., Italia, J., and Thatch, D. “Consumer Awareness of State-sponsored Marketing Programs: An Evaluation of the Jersey Fresh Program.” Journal of Food Distribution Research 9(1998):7–15.Google Scholar
Halloran, M., and Martin, V. “Should States Be in the Agriculture Promotion?” Agribusiness 5(1989):65–75.3.0.CO;2-8>CrossRefGoogle Scholar
Hanagriff, R., Smith, K., Rakowitz, L., and Pavelock, D. “An Evaluation of the GO TEXAN Marketing Program: Results of the 2002-2003 Member Survey.” The Texas Journal of Agriculture and Natural Resources 17(2004):1–8.Google Scholar
Heers, F. “The Effectiveness of Generic Commodity Marketing Promotion: California Dairy, Walnuts, and Almonds.” Internet site: http://undergraduatestudies.ucdavis.edu/explorations/2009/marketingPromotion.pdf.Google Scholar
Jekanowski, D., Williams, R., and Schiek, A. “Consumers' Willingness to Purchase Locally Produced Agricultural Products: An Analysis of an Indiana Survey.” Agricultural and Resource Economics Review 29(2000):43–53.CrossRefGoogle Scholar
McGranahan, D., Cromartie, J., and Wolan, T. “The Two Faces of Rural Population Loss through Outmigration.” Amber Waves 8,4(2010):38–45.Google Scholar
Patterson, M. “State-Grown Promotion Programs: Fresher, Better?” Choices (New York N.Y.) 21(2006):41–46.Google Scholar
Texas Department of Agriculture. 2008. GO TEXAN. Internet site: www.gotexan.org.Google Scholar
U.S. Department of Agriculture. Rural America at a Glance. Economic Research Service, Economic Information Bulletin 68, September (2010).Google Scholar