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Abstract
This study of the effectiveness of Marketing Order 906 in promoting Texas grapefruit and
oranges was requested by TVCC in compliance with the FAIR Act promotion evaluation
requirement. The report first provides some background on the U.S. and Texas citrus industries
and the citrus promotion programs conducted by TexaSweet over the years and then presents the
analytical methodology employed. Based on the statistical analysis conducted, the study
concludes that the citrus promotion programs have been effective in enhancing shipments of
Texas citrus and that the benefits of the promotion efforts have exceeded the costs.