Full Citation

Title: How to Make the Best Use of Public Funds in Promoting Locally Grown Products: Assessment of the Potential Impact of a Promotion Campaign

Citation Type: Miscellaneous

Publication Year: 2009

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Abstract: The rise in consumer interest in local foods has been accompanied by increased participation of state departments of agriculture in promoting these products. While numerous promotion campaigns have been supported by various states, efforts evaluating their effectiveness have been limited and the results variable. Furthermore, campaign effectiveness has been typically measured ex-post, long after campaign investment decisions have been made. Many of these investment decisions could have been more efficient if the information about the potential impact of the campaign and its components was taken into account. The issue of efficient fund allocation becomes particularly important in the environment of decreasing state and federal funding. In this environment it becomes increasingly important to have a framework that will allow to measure and discern the overall impact of a campaign and its various components on the local economy and various economic agents. The goal of this project was to provide such a framework.

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Authors: Isengildina-Massa, Olga; Hughes, David W.; Carpio, Carlos E.

Publisher: U.S. Department of Agriculture

Data Collections: IPUMS USA

Topics: Methodology and Data Collection

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