The benefits of OJ advertising result from 1) increased gallon sales and 2) higher prices. Advertising was estimated to increase the delivered-in price by $.083 per single strength equivalent (SSE) gallon in 2006-07. The with-advertising and without-advertising delivered-in prices were estimated...

The Florida processed orange industry has become more concentrated in the last two decades raising questions on competitive behavior, particularly with respect to the purchase by processors of fruit from Florida orange growers. The purpose of this paper is to examine the changes in market...