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Abstract
Jersey Fresh retailers and wholesalers feel that the logos are effective in increasing
sales. Most feel that the popularity of the logo among the consumers is moderate. The
results of this study indicate that the promotional aspect of the program was more
popular among all the participant groups than the quality control aspect. The mail
surveys indicated that a greater number of participants were aware of and were using
the promotional logo than the quality grading logo. Only a fifth of the wholesalers who
were aware of the quality-grading program were enrolled in the program. The results
also indicated that participants who thought that consumer awareness of the program
was high were more likely to be enrolled. This study also illustrates that most retailers
and wholesalers participating in the program prefer the colorful Jersey Fresh
Promotional Logo (Logo A in Appendix) and would like to have one common logo for
both promotion and quality grading.
Retailers who believed that consumers were highly aware of Jersey Fresh were found
more likely to have been using the Jersey Fresh Logos. Retailers who used other logos
to identify their fresh produce were found more likely to use Jersey Fresh Logos in the
future. Willingness to use Jersey Fresh Logos in the future was found to be lower
among retailers who sell more than 75 percent of their sales in retailing. Willingness to
use the logos was also found to decrease with the age of retailers. Retailers with
outlets in the urban areas of New Jersey and with retail outlets that were open for more
than 8 months during the year were more likely to be use Jersey Fresh Logos. Farmers
with more experience in retailing produce were more likely to use the logos.
Wholesalers who used other logos, who advertised through signs and used word of
mouth to identify their produce were more found more likely to use the Jersey Fresh
Logos. Wholesalers who sell more than 75 percent of their annual trade to other
wholesale buyers, were found less likely to use the logos and less willing to use the
logos in the future.