Publications (2)0 Total impact
ABSTRACT: The Jersey Fresh marketing program, one of the nationÃ¢Â€Â™s leading examples of state-sponsored agricultural marketing promotion, enables consumers to easily identify quality fresh produce from New Jersey by promoting locally grown fruits and vegetables in the market with Jersey FreshÃ¢Â€Â™s logos. This study utilizes a consumer survey to evaluate the effectiveness of the Jersey Fresh Program in terms of the impact the promotional logos have on consumers. The results of this study provide valuable information that may be used to improve the Jersey Fresh Program, and also may be used in the promotion of other New Jersey farm products as well as products in other states which have similar promotional programs. Among other things, this study demonstrated that the Jersey Fresh promotional program has created significant brand awareness among New Jersey consumers and that consumers are willing to purchase Jersey Fresh produce when itÃ¢Â€Â™s available. Consumers reported seeing the Jersey Fresh logo most frequently on in-store produce displays. WhatÃ¢Â€Â™s more, women were more likely than men to be aware of Jersey Fresh, as were married people. Survey participants believed Jersey Fresh produce to be better than produce in other states in terms of quality and freshness. Moreover, consumers associate the Jersey Fresh logo with locally grown, quality produce. Suggestions that emerged from the study include increasing the availability of Jersey Fresh produce during the production seasons would ensure continued consumer patronage. Also, increasing promotions of Jersey Fresh produce in supermarkets may further increase the popularity of Jersey Fresh produce. The study showed that a vii majority of consumers were willing to pay only a small percentage premium for Jersey Fresh produce over the market prices for other fresh produce; therefore, significant price differentials are not recommended for Jersey Fresh produce. The results of this study lead to a better understanding of New Jersey consumersÃ¢Â€Â™ shopping behavior, their preferences towards local produce and their demographic composition. The results may be especially encouraging to those developing marketing strategies for Jersey Fresh produce or for other similar New Jersey consumer products.
ABSTRACT: In 1984, the Jersey Fresh program was implemented by the New Jersey Department of Agriculture and was the first state-funded marketing campaign for agricultural products produced in New Jersey. In an effort to spur demand for New Jersey farm products, this program was designed to increase consumer awareness of the stateÃ¢Â€Â™s agricultural products as well as to encourage food retailers to promote Jersey Fresh products. With funding from the USDAÃ¢Â€Â™s Federal-State Marketing Improvement Program, the New Jersey Department of Agriculture commissioned this study to determine the impact of Jersey Fresh promotion on farmer cash receipts in New Jersey. The econometric analysis was focused on the fruit and vegetable sectors, the primary commodity areas expected to benefit most directly from Jersey Fresh promotion. Study results show that: Ã¢Â€Â¢ For every dollar spent on the Jersey Fresh Promotional Program through 2000, New JerseyÃ¢Â€Â™s agricultural fruit and vegetable sector revenues increased by $31.54 (2003 dollars). Ã¢Â€Â¢ The additional economic activity created in the agricultural industry also had impacts on other parts of the economy, namely agricultural suppliers and service providers. In fact, each dollar spent on Jersey Fresh promotion resulted in an additional $22.95 of sales in agricultural support industries and other related industries. Ã¢Â€Â¢ In total, each dollar spent on Jersey Fresh promotion resulted in $54.49 of increased economic output in the State. Adjusting all dollars to 2003 levels, this means that the $1.16 million spent on the Jersey Fresh program in 2000 increased fruit and vegetable cash receipts by $36.6 million and created an additional $26.6 million in economic activity within agricultural support industries. The total statewide economic impact of the Jersey Fresh program was therefore an estimated $63.2 million. The economic activity generated through Jersey Fresh promotion also impacts local, state, and federal taxes. An analysis of these tax impacts shows that New JerseyÃ¢Â€Â™s State and local tax revenues increased by $2.2 million in 2000 due to the increased economic activity attributable to Jersey Fresh promotion. Comparing this return to the 2000 program budget of $1.16 million, the Jersey Fresh program appears to be better than revenue-neutral.