|Home > MARKETING ORDERS AND MARKET SEGMENTATION: MATCHING PRODUCT CHARACTERISTICS TO CONSUMER PREFERENCES|
A proposed amendment to the federal marketing order for Florida fresh citrus would eliminate Canada from the domestic market definition and include it in the export market category. Adoption of this amendment would permit smaller sized grapefruit to enter the Canadian market while maintaining more rigid minimum size restrictions in the domestic U.S. market. This variation in minimum size standards recognizes the perceived preferences for smaller-sized grapefruit among Canadian consumers. Using market order definitions to separate identifiable market segments facilitates the matching of product characteristics to consumer preferences. This paper evaluates the impacts of the proposed marketing order amendments.