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The returns to promotion of healthy choices in Tasmania: are you in the dark about the power of mushrooms?

The returns to promotion of healthy choices in Tasmania: are you in the dark about the power of... The Australian Mushroom Growers Association (AMGA) has recently developed a revised marketing strategy to promote mushrooms using messages based on scientific findings about the nutrition and health consequences of regularly incorporating mushrooms into meals. This article evaluates impacts based on a test‐market experiment in Tasmania. We use a difference‐in‐differences econometric methodology to quantify the programme‐induced shifts in demand, and we use the resulting estimates in a supply and demand modelling framework to quantify the effects of promotion‐induced demand shifts on prices, quantities, and measures of economic well‐being. We estimate a conservative benefit–cost ratio for Tasmanian producers of 7.6:1 if they were to bear the entire cost and 11.4:1 if the programme were financed by a levy on production (or spawn). The aggregate benefit–cost ratio, including benefits to consumers is also 11.4:1. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Australian Journal of Agricultural Resource Economics Wiley

The returns to promotion of healthy choices in Tasmania: are you in the dark about the power of mushrooms?

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References (13)

Publisher
Wiley
Copyright
Copyright © 2012 Wiley Subscription Services, Inc., A Wiley Company
ISSN
1364-985X
eISSN
1467-8489
DOI
10.1111/j.1467-8489.2011.00577.x
Publisher site
See Article on Publisher Site

Abstract

The Australian Mushroom Growers Association (AMGA) has recently developed a revised marketing strategy to promote mushrooms using messages based on scientific findings about the nutrition and health consequences of regularly incorporating mushrooms into meals. This article evaluates impacts based on a test‐market experiment in Tasmania. We use a difference‐in‐differences econometric methodology to quantify the programme‐induced shifts in demand, and we use the resulting estimates in a supply and demand modelling framework to quantify the effects of promotion‐induced demand shifts on prices, quantities, and measures of economic well‐being. We estimate a conservative benefit–cost ratio for Tasmanian producers of 7.6:1 if they were to bear the entire cost and 11.4:1 if the programme were financed by a levy on production (or spawn). The aggregate benefit–cost ratio, including benefits to consumers is also 11.4:1.

Journal

The Australian Journal of Agricultural Resource EconomicsWiley

Published: Jul 1, 2012

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