Beyond Borders: An Empirical Analysis of the “Fresh From Florida” State Marketing Program

Abstract

In this paper, we examine the effect of the “Fresh From Florida” marketing program on the preferences of consumers located in geographically distant regions. We administered a choice experiment to consumers from the Northeastern region of the US, the Eastern region of Canada, and from Florida. Our findings show that the logo recall rate is significant for out-of-state consumers. While the WTP for the “Fresh from Florida” attribute is not statistically significant for Northeastern US respondents, logo recall positively influences the WTP. Logo recall positively affects WTP in Canada, but only for respondents with positive or neutral opinions of Florida.