Marketing Dollars

Does the Pecan Program work?

Recently a study commissioned by the Texas Pecan Board evaluated the effectiveness of the state level program in expanding sales of Texas Pecans. A research team from Texas A & M University published the results of the evaluation in a recent issue of the American Society for Horticultural Science's Journal HortScience.

The promotion expenditures were found to have effectively increased the demand for Texas pecans and the quantity of total pecans sold over the 8 years since the program's inception. The research focused on three areas: determining the effect of Texas Pecan Promotion Program on sales of Texas Pecans, Assessing the level of effectiveness related to pecan variety (native versus improved varieties), and establishing the return on investment realized by the contributing growers.

Findings? the research found the Texas Pecan Board promotion programs generated a net revenue to the industry of $35 for every pecan checkoff dollar spent on promotion. Research shows that promotion expenditures increased the demand for Texas Pecans and the quantity of total pecans sold over the 8-year period, and sales of improved varieties of pecans were the main beneficiary. So yes, the program works!

    Pecan ROI Published Study
Effectiveness of State-level Pecan Promotion Programs:
The Case of the Texas Pecan Checkoff Program

 

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Promotions

Texas Coop Holiday Baking Contest

The Texas Pecan Board has teamed up with the Texas Coop Electric Power Magazine to sponsor the annual Bake Off. Contest can enter recipes on the coop website at www.texascooppower.com. All recipes must contain pecans. Over $5,000 in cash and prizes will be given away.



 

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 New Website Presence

The website you're viewing has been recently re-designed (2010). It will be updated and refreshed as new promotions and research are conducted.

 

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 Family Features

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