The Economic Value of Public Relations Expenditures: Food Safety and the Strawberry Case

Timothy Richards, Paul M. Patterson

Research output: Contribution to journalArticle

34 Scopus citations

Abstract

Food safety has become an important issue affecting public health and grower profits. Outbreaks of foodborne illnesses are typically accompanied by press accounts of the incident and a decrease in demand. This study estimates the short- and long-run impacts of adverse and positive information delivered through print media on strawberry grower profits. Positive information may arise as part of the promotional efforts of grower associations. It is found that adverse information reduces grower profits, but that positive information can partially offset their effects. It is suggested that grower groups could redirect funds used for promotion to food safety initiatives.

Original languageEnglish (US)
Pages (from-to)440-462
Number of pages23
JournalJournal of Agricultural and Resource Economics
Volume24
Issue number2
StatePublished - Dec 1 1999

Keywords

  • Food safety
  • Foodborne illness
  • Information
  • Strawberries

ASJC Scopus subject areas

  • Animal Science and Zoology
  • Agronomy and Crop Science
  • Economics and Econometrics

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